Determining and Mapping Information Exchanges and Presentations

Moving forward in Internet communication construction, we can begin to build new communications systems using the mapping concepts from the previous lab. Again, this process must include the audience involved and the communications goal of that audience.

An excellent tool for many Web communicators is to catalog and map current successful communications. A flow chart can be used for each audience. This process involves documenting each interaction with a customer or audience member.

The information exchange that takes place is included in each box of a flow chart. Informational content is included as the subject matter involved in each exchange. Captured or supplied information, such as customer contact information or product details, should also be included in this cataloging process. Communications techniques, including phone, fax, mail, etc., that are utilized in each interchange should also be documented in the appropriate part of the flow chart or map.

Once this is completed for every step in a communications model, communications goals can be determined for each audience involved. These communications goals serve as the final box in a mapped communication effort.

This mapping of current efforts is then used to develop communications efforts, ideas, and solutions that shift traditional communication efforts communication onto the Internet. Internet technology can be applied to specific situations to build Internet communications systems that replicate traditional media efforts and fulfill audience goals.

Exercises

Catalog Current Successful Communications

Refer to this scenario from the Webmaster Certificate Program at Merrimack College when answering the following questions.

One of the audiences that we communicate with regularly in the operation of the Webmaster Certificate Program at Merrimack College is prospective students who are responding to a referral or other type of advertising about the program. They are interested in the program when they contact us by phone or e-mail. They usually communicate with us in three separate communications using the same methods. The objective of our information exchanges is a class registration based on their needs.

The first time they contact us they are interested in general information. The most prevalent questions pertain to costs, class meeting formats, length of commitment to receive a certificate, and what skills are taught. After capturing their contact information we forward a catalog and schedule of classes by mail.

Once this information is in our database, we forward regular mailings of new schedules and class information. If we do not hear from a prospective student again, we try to follow up with a phone call after a reasonable amount of time, usually 2-3 weeks.

When we do hear from students again, the second interaction usually involves academic advising. Students ask specific questions about what classes they should take. Answers are given based on their education goals and existing skill sets.

Next, a student moves forward in the cycle and registers for a class. This happens two ways in our program. Many students register over the phone by updating any incomplete contact information, supplying a social security number, and paying tuition using a credit card. Some students register using a tuition extension model that involves a contractual commitment. Normally students request the appropriate form, which is specific for each course, and receive the form by fax. They then return the completed form to complete the transaction. A confirmation letter is forwarded via mail after the registration is completed.

a)Who is the audience involved in this communications cycle?
b)What information is captured in the first interaction with prospective students?
c)What are the questions and answers in the first interaction?
d)What are the vehicles for the first information exchange?
e)What communication may take place between the first and second interaction?
f)What is the content exchanged in the second interaction?
g)What are the vehicles for this exchange?
h)What is the content exchanged in the third interaction?
i)What are the vehicles for this interaction?
j)What is the final outcome of this interaction?
k)What is the last communication?

Map Current Communications

Referring to the previous lab, which discussed mapping of information presentations, build a map of the information described in Exercise 4.2.1 using traditional media. Utilize the flow chart and the information from the previous exercise to complete this exercise.

a)What is the audience of this information exchange?

b)Based on the first exchange in the previous exercise, what is the information content in the first box of this diagram?

c)What are the communication technologies used in the first box?

d)What communications activity could be included in the small circle adjacent to the first box?

e)Based on the second exchange in the previous exercise, what is the informational content of the second box?

f)What are the communications methods in the second box?

g)Based on the third exchange in the previous exercise, what is the informational content of the third box?

h)What are the communications methods in the third box?

i)What is the purpose behind the last box's interactions?

__________________________________________________________

__________________________________________________________

j)What communication could be included in the small circle adjacent to the third box?

Convert Traditional Information Exchanges to Internet Exchanges

a)What is the potential Web audience involved in this communications cycle?
b)How can the Internet be used to facilitate the first exchange?
c)How can the Internet be used to facilitate the smaller boxes in the map?
d)How can the Internet be used to facilitate the second exchange?
e)How can the Internet be used to facilitate the third exchange?
f)How can the Internet be used to complete the overall goal of the interchanges?

Exercise Answers

Answers

Refer to this scenario from the Webmaster Certificate Program at Merrimack College when answering the following questions.

One of the audiences that we communicate with regularly in the operation of the Webmaster Certificate Program at Merrimack College is prospective students who are responding to a referral or other type of advertising about the program. They are interested in the program when they contact us by phone or e-mail. They usually communicate with us in three separate communications using the same methods. The objective of our information exchanges is a class registration based on their needs.

The first time they contact us they are interested in general information. The most prevalent questions pertain to costs, class meeting formats, length of commitment to receive a certificate, and what skills are taught. After capturing their contact information we forward a catalog and schedule of classes by mail.

Once this information is in our database, we forward regular mailings of new schedules and class information. If we do not hear from a prospective student again, we try to follow up with a phone call after a reasonable time, usually 2-3 weeks.

When we do hear from students again, the second interaction usually involves academic advising. Students ask specific questions about what classes they should take. Answers are given based on their education goals and existing skill sets.

Next, a student moves forward in the cycle and registers for a class. This happens two ways in our program. Many students register over the phone by updating any incomplete contact information, supplying a social security number, and paying tuition using a credit card. Some students register using a tuition extension model that involves a contractual commitment. Normally students request the appropriate form, which is specific for each course, and receive the form by fax. They then return the completed form to complete the transaction. In both methods, a confirmation letter is forwarded via mail after the registration is completed.

a)Who is the audience involved in this communications cycle?
Answer:The audience in this communications example is prospective students for the Webmaster Certificate Program responding to a marketing program.
b)What information is captured in the first interaction with prospective students?
Answer:Contact information is captured.
c)What are the questions and answers in the first interaction?
Answer:Questions and answers include costs, class meeting formats, length of commitment to receive a certificate, and what skills are taught.
d)What are the vehicles for the first information exchange?
Answer:The vehicles for information exchange are phone and e-mail for direct communication and traditional mail for hard copy fulfillment of catalog and schedule materials.
e)What communication may take place between the first and second interaction?
Answer:If a prospective student responds to a marketing effort but does not contact us again, we follow up with a phone call.
f)What is the content exchanged in the second interaction?
Answer:The second interaction involves academic advising based on the student's situation, goals, and current skill sets.
g)What are the vehicles for this exchange?
Answer:The vehicles for this exchange are phone and e-mail.
h)What is the content exchanged in the third interaction?
Answer:The third interaction involves course registrations. Interactions include either capturing contact, course selection, and payment information or the exchange of a registration and tuition extension form.
i)What are the vehicles for this interaction?
Answer:The vehicles for this communication are situational and include phone, e-mail, fax, and mail.
j)What is the final outcome of this interaction?
Answer:The final outcome of this interaction is a completed course registration.
k)What is the last communication?
Answer:The last communication in this cycle is the forwarding of a confirmation letter to the student via mail based on the outcome of the registration.

Answers

Referring to the previous lab, which discussed mapping of information presentations, build a map of the information described in Exercise 4.2.1 using traditional media. Utilize the flow chart and the information from the previous lab to complete this exercise.

a)What is the audience of this information exchange?

Answer:Prospective students can be added to the title of this flow chart.

b)Based on the first exchange in the previous exercise, what is the information content in the first box of this diagram?

Answer:Contact information is captured. Information exchanged in the first box is basic information answering prevalent questions including costs, class meeting formats, length of commitment to receive a certificate, and what skills are taught.

c)What are the communication technologies used in the first box?

Answer:Currently, this communication is completed by phone, e-mail, and hard copy fulfillment of catalogs and schedules.

d)What communications activity could be included in the small circle adjacent to the first box?

Answer:
e)Based on the second exchange in the previous exercise, what is the informational content of the second box?

Answer:The second box includes academic information discussing individual course choices based on student needs and skill levels.

f)What are the communications methods in the second box?

Answer:The communications methods used now are phone and e-mail.

g)Based on the third exchange in the previous exercise, what is the informational content of the third box?

Answer:The third box involves registration. Additional information is captured and completed, including course selections, payments, and contractual agreements.

h)What are the communications methods in the third box?

Answer:This process involves phone, e-mail, and faxing of documents.

i)What is the purpose behind the last box's interactions?

__________________________________________________________

__________________________________________________________

Answer:The purpose behind the last interactions and the whole process is to complete student registrations.
j)What communication could be included in the small circle adjacent to the third box?

Answer:The forwarding of individual confirmation letters by mail.

Answers

a)What is the potential Web audience involved in this communications cycle?
Answer:Any prospective student who also has Internet access, which is likely.
b)How can the Internet be used to facilitate the first exchange?
Answer:The first exchange involves information capture and presentation. Both can be accomplished over the Internet.

A form can be utilized to capture contact information in the student database. Course catalogs, schedules, and information answering the prevalent questions can be presented in text or graphic formats.

c)How can the Internet be used to facilitate the smaller boxes in the map?
Answer:In both situations, e-mail can be substituted for the communication. A follow-up e-mail could be automatically generated based on the time involved. A course confirmation can be created and forwarded via e-mail, replacing the hard copy version now created by the database and forwarded via mail.
d)How can the Internet be used to facilitate the second exchange?
Answer:A Web presentation could be designed to present academic advising information and course recommendations based on current skill levels and goals.

A static system with scenarios could be presented or a question and answer format could be presented utilizing forms and a database. E-mail could also be used for individual attention.

e)How can the Internet be used to facilitate the third exchange?
Answer:The third exchange could be accomplished via the Web using forms and the student database, similar to the transaction model fromamazon.com. If a contract is needed, a Web page could be used for authorization and be printable for student records. A downloadable or printable page that could be returned by fax could be used as well.
f)How can the Internet be used to complete the overall goal of the interchanges?
Answer:The goal of the interchange is to complete registration transactions, and these can be facilitated and completed using Internet communication.

Self-Review Questions

In order to test your progress, you should be able to answer the following questions:

1)An excellent tool for developing Web site architecture is

  1. _____ A cool-looking home page
  2. _____ A flow chart documenting current communication activiities
  3. _____ A strategic plan for incorporating partnerships
  4. _____ A mandate from upper management on company structure
2)The communications goal of the audience member is not included in the mapping process.

  1. _____ True
  2. _____ False
3)Mapping current communications efforts should include

  1. _____ Audiences involved
  2. _____ Informational content involved in each interchange
  3. _____ Communications methods used
  4. _____ All of these
4)Mapping current efforts can lead to

  1. _____ Flow charts of information exchanges
  2. _____ Development of audience communications goals
  3. _____ A process to shift communication to Internet methods
  4. _____ All of these
5)Internet communication can replace

  1. _____ Hard copy fulfillment of materials
  2. _____Traditional letters
  3. _____ Informational presentations
  4. _____ Traditional transaction processes like phone purchasing
  5. _____ All of these


Exploring Web Marketing and Project Management
Exploring Web Marketing and Project Management
ISBN: 0130163961
EAN: 2147483647
Year: 2000
Pages: 87

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