Notes on website usability, content marketing, social media, video, email marketing and mobile for a digital marketing class.

1. Owned Media
March 18, 2013

2. House Rules
• Interrupt me
– No, really. It’s OK.
• Ask questions
• Something specific?
– I’ll stick around after
2

3. Paid
3

4. Earned
4

5. Owned
5

6. New Challenge/Opportunity
6

7. We Used to Look Like…
• Account People
• Creative People
• Media Buyers
• Traffic Coordinators
7

8. But Today It’s More Like…
Metrics
Media Strategy
Social Creative
Search Content
Code
8

9. Owned Media Elements
• Website Usability
• Content Marketing
• Social Media
• Video
• Email
• Mobile
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10. Usability

12. Patience on the
Web

13. Short Term Memory
7 2
13

14. Tips for Way Finding
Allow visitors to determine navigation priority
YOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS:
• About Us • Product
• News • How It Works
• Product • News
– How It Works • About Us
• Contact • Contact
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15. Tips for Way Finding
Allow visitors to know where they are and
get back easily
• Show State
AVAILABLE AVAILABLE AVAILABLE ACTIVE AVAILABLE
• Bread Crumb Navigation
– Food >> Dining >> Seafood >>Scoma’s
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16. Tips for Way Finding
Provide progress indicators
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17. Tips for Way Finding
Rely on Site Search
• Functionality is familiar
• Use insights to build relevance
• http://www.google.com/cse/
• Test effectiveness
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18. Tips for Way Finding
Keep the visitor going
“YOU’LL ALSO LIKE” ALWAYS BE CLOSING
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19. The Website Usability Bible
19

20. Test Everything
vs.
$ OFF vs. % OFF
Add to Cart vs. Add to Cart
Message | Creative | Call to Action
Ad Specs | Venue | Location | Daypart
20

21. “A player who makes a team great
is much more valuable than a
great player.”
21

22. 22

23. Tools for Testing
23

24. Tools for Testing
USERTESTING.COM
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25. Content
Marketing

26. Sit or Squat?
26

27. Bricks vs. Feathers
• What weighs more:
– 5 lbs of bricks?
– 5 lbs of feathers?
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28. Bricks vs. Feathers
Content Type Bricks Feathers
Definition Productions Posts & Snippets
Positioning “Thought Leader” “News Maker”
Time Requirement Days & Weeks Minutes & Hours
Relentless Effort
Potential Downside Opportunity Cost
Required
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29. Content Planning Triangle
SEARCHING
ACTING TALKING
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30. Content Triangle in Practice
30

31. Content Planning Tools
• Evernote& Scrivener
– Organize ideas by
production
– Collaborative
contribution & editing
– Accessible via
desktop, mobile or
tablet
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32. Content Planning Tools
• Create a content editorial calendar
– Manage multiple content
types, campaigns, people
– Collaborate to create new
content & brainstorm
promotion plans
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33. Content for Hire
• Plan and schedule
content
• Find writers and
artists to create
new compelling
material
• Transact and edit
• Build a team of
content producers
for ongoing projects
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34. Social Media

35. She’ll love you
35
back

36. Maintaining Activity
• Choose wisely
Venue Awareness Action Loyalty
Facebook X X X
Twitter X X X
YouTube X x
Pinterest X X X
LinkedIn X x
Google+ X X X
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37. Covering Your Bases
• Create a social media editorial calendar
M T W T F Sa Su
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38. Marrying Content with Social
• Editorial calendar components
– Production start and launch dates
– Promotion channels
– Key metrics
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39. Work Smarter, Not Harder
• Facebook & Twitter Effectiveness
FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER
Link
Status
Video
Photo +
39

40. Work Smarter, Not Harder
• How Facebook
Works
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41. Work Smarter, Not Harder
• Winning Combination:
• Professional grade
photography
• Pithy
descriptions, complim
entary text
• No need to make it
complicated
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42. Work Smarter, Not Harder
• Remember: It’s Called “Social” Media
• Make it about them
• Evoke conversation, ask questions
• Encourage sharing (e.g. “Like if you
agree”)
• Simple + Visual (Assume no one reads)
• Provide utility
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43. Content Amplification
• Metrics:
– Site Traffic
– Ratings
– Reviews
– Likes
– Shares
43

44. Content Amplification
44

45. Measuring Shares
• It’s about more than traffic & followers
August 2012
45

46. Social Media Metrics
• Dollars & Shares
46

47. Video

48. Why Video is Important
• People remember:
48

49. Why Video is Important
• The top search engines:
#1 #2
49

50. Video Content Options & Tips
• Webcasts
• Interviews
• Customer/Reader Responses
• Tours or Demonstrations
• Tips
– Create a series
– Use consistent open and close elements
– Include real people  be human
– Include YouTube Annotations
– Embed on the website
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51. Let Video Do the Work
• DollarShaveClub.com
51

52. Email
Marketing

53. Build Your List
53

54. I’m Not A Lawyer
However…
• CAN SPAM Requires:
– A method to unsubscribe
– Physical address
– No deception
• Subject Line: “Here’s Your Latest Banking Statement”
• Email Content: “Want to Take Out a Loan?”
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55. Email Anatomy
PREHEADER
HEADER
NAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTER
CAN-SPAM /
DISCLAIMER
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56. Email Anatomy
PREHEADER
HEADER
NAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTER
CAN-SPAM /
DISCLAIMER
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57. 3 Types of Email Programs
CAMPAIGN
TRACKS TRIGGERS
S
MESSAGE 1 ONGOING
WEEK 1 IF CAMPAIGN
MESSAGES
CAMPAIGN
S
S
MESSAGE 2
WEEK 2 THEN
MESSAGE 3
WEEK 3
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58. Campaigns
CAMPAIGN
S
ONGOING
CAMPAIGN
MESSAGES
CAMPAIGN
S
S
58

59. Triggers
TRIGGERS
IF
THEN
59

60. Tracks
TRACKS
MESSAGE 1
WEEK 1
MESSAGE 2
WEEK 2
MESSAGE 3
WEEK 3
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61. Immediate Gratification
61

62. Welcome Emails
• Special time when everything is new
• Ask to be whitelisted
• Offer a special incentive
• Set expectations
• Collect additional data
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63. Be Relevant
63

64. Building Relevance
• Ask them:
64

65. Building Relevance
• Watch them:
Fishing Trips Near
CLICK  Outdoors
Kansas City
Unbelievable CLICK 
Barbecue Food
HOTEL SPECIAL:
Hawthorne Suites – CLICK 
Discounts
Overland Park
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66. Mobile

68. State of Mobile
% of U.S. Adults Who
Own a Smartphone
55%
38%
October 2011 January 2013
Source: ComScore 68

69. State of Mobile
Source: Google 69

70. Responsive Design
Desktop Tablet Mobile
70

71. You Have Options
Responsive Design
• 1 Web Address, No Duplication
• Site morphs based on device
PRO
• Easy & cheap to maintain
CON
• Less focus on mobile experience
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72. You Have Options
Dynamic Serving
• 1 Web Address,
No Duplication
• Content/experience changes based on
device
PRO
• Better mobile experience
CON
• Technical complexity
• Higher maintenance cost 72

73. You Have Options
Parallel Mobile Site
• 2 Separate Sites:
1 Mobile, 1 Desktop
PRO
• Easy implementation
CON
• Must make content updates twice
• Content duplication risk
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74. Questions?
• Chris Sietsema
• Chris@TeachtoFishDigital.com
• @sietsema
• 480.389.5435
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