Yfm revamps Web site with advanced technology

An overview

Yfm`s funky, inspiring and informative community-driven Web site (www.yworld.co.za), was redesigned in January with a custom-built content management solution built on Microsoft technology by e-business software development company Edge-1 Solutions.

The Yworld Web site was originally developed and maintained internally on a Linux platform. However, the response to Yfm`s engaging and compelling Web site was so overwhelming with visitor numbers increasing daily, that it became impossible to update the content of the Web site on a regular basis with the existing infrastructure.

Yfm required a more scalable, reliable product that offered a more flexible way of updating Web site content and approached Microsoft to implement a technology solution to streamline this process.

To realise the benefits of Web communication, businesses need tools that are able to increase the manageability of publishing content, while reducing maintenance costs. Microsoft recommended leveraging existing technologies and skills and implementing a customised solution which would allow Yfm to quickly and efficiently build, deploy and maintain a new Web site without incurring additional development costs.

The content management solution is easy to manage; improves the frequency of information publication; reduces site maintenance costs while ensuring content accuracy through approval and workflow processes; and maintains design control and branding requirements across all communication platforms.

The solution allows Yfm to update and integrate its database of 7 000 registered members much more effectively. For example, Yfm was able to send an SMS to each of DJ Shabba`s 3000 fans` cellphones announcing the release of his new comedy CD. Most recently, DJ Rudeboy Paul`s fans were invited to attend the hottest poetry session in town by SMS and e-mail. In this way, Yfm is able to tailor messages and announcements, in any language, to a specific pool of people.

The Web site already boasts 582 740 page impressions in three months and has been awarded the 2002 Amuseafrica Web site of the year title. The Web site is the number one urban youth portal in Africa, primarily targeting young black adults in the 16-29 year age group and its profile continues to grow as more and more users register online.

Registered users are provided with secure passwords that are authenticated by the site and allows them to participate in a variety of exciting and interactive online activities, including competitions, chats with DJs and celebrities, surveys or opinion polls as well as discover the latest news regarding community-related events.

Yfm`s recent advertising campaign asked listeners what they thought of Yfm, encouraging online feedback. The Web site is also well-known for being used as a vehicle to conduct research on recently launched advertisements. For example, readers were recently invited to vote on whether they believed the latest Levi advertisement was successful or not. Each online opinion and voting poll has had an overwhelming response - testing the system`s reliability to the full.

Yfm has partnered with Microsoft consumer portal MSN to enhance the customer experience by offering online chats with famous celebrities, such as the recent online chat with Mandoza, and streaming audio of international videos. In this way, the technology deployed is flexible enough to easily customise content to interface with other third-party systems and portals.

The Web site also functions as a portal to the various extensions of the Y brand, including Yfm and the printed title Ymag. Close collaboration with software, design and development companies was imperative to ensure content integration across all communication platforms. Today Yfm is the biggest regional radio station in SA with 1 552 000 listeners per week and currently enjoys the 8th consecutive ratings increase. Listeners outside of Yfm`s frequency are also able to tune into the station via the Yworld Web site.

The technology solution implemented has allowed Yfm to live up to its mission statement: An expression of real people talking to real people in a style and language they understand to ultimately enhance the Y experience - an attitude, a lifestyle, a culture, a people, a movement.