12 Steps to Online Success with ParamoreU

admitted we were powerless
over __________
and that our lives had become
unmanageable

#ParamoreU

over my children’s choices
unmanageable

#ParamoreU

over taxes
unmanageable

#ParamoreU

over my past
unmanageable

#ParamoreU

over the future
unmanageable

#ParamoreU

and the Internet

#ParamoreU

Admit that it's all about content.

#ParamoreU

Content is NOT king

#ParamoreU

A king’s will must be obeyed
(does this sound like your content?)

#ParamoreU

Content is your product
(online)

#ParamoreU

Content comes in many forms

#ParamoreU

Copywriting
(website copy, articles, blog posts, etc.)

#ParamoreU

Imagery
(photos, illustrations, etc.)

#ParamoreU

Button or link text

#ParamoreU

Meta data
(page titles, alt text, etc.)

#ParamoreU

What is your website
without content?

#ParamoreU

Develop your content like
you would a product.

#ParamoreU

Stop reporting. Start improving.

#ParamoreU

Stop thinking it’s all about
unique visitors

#ParamoreU

page views

#ParamoreU

bounce rates

#ParamoreU

What do you do with all
these numbers?

#ParamoreU

Unique Visitors...

#ParamoreU

“What are they doing?”
is more important than
“how many?”

#ParamoreU

A few misconceptions and
oversimpliﬁcations

#ParamoreU

Bounce rates should be low,
right?

#ParamoreU

Know your context

#ParamoreU

Page views should be high,
right?

#ParamoreU

Start admitting it’s about
engagement

#ParamoreU

Look at visitor data

#ParamoreU

and look at behavioral data

#ParamoreU

Make decisions and act on them

#ParamoreU

Multivariant testing

#ParamoreU

Form ﬂow analytics

#ParamoreU

Adjust user ﬂows

#ParamoreU

Keep creating valuable content

#ParamoreU

It’s NOT how people
should use your website

#ParamoreU

It’s how people really use
your website

#ParamoreU

Play nice with the Panda
and Penguin

#ParamoreU

A panda and a penguin
walk into a

#ParamoreU

Sorry...I couldn’t resist

#ParamoreU

What is SEO...really?

#ParamoreU

It’s NOT about tips and
tricks and shortcuts

#ParamoreU

Design your website for what
you and your users need

#ParamoreU

Google wants to keep
out cheaters

#ParamoreU

Or from making your
website harder to use

#ParamoreU

SERPs are like exclusive
restaurants

#ParamoreU

Panda picks the best items
to go on the menu (SERP)

#ParamoreU

Penguin is like an inspector
who kicks out shady suppliers

#ParamoreU

Google wants you...

“to be free to focus on creating
amazing, compelling websites.”
-Google

#ParamoreU

Google does NOT want to
be a search engine

#ParamoreU

Google wants to be a
recommendation engine

#ParamoreU

Google improves ranking
for sites that have...

#ParamoreU

Good engagement

#ParamoreU

Good structures

#ParamoreU

Good conversions

#ParamoreU

Create and maintain
websites useful to users

#ParamoreU

Get ranked higher
by Google

#ParamoreU

Take control of your
Google listing.

#ParamoreU

Your website is getting smaller

#ParamoreU

Users connect to your
digital presence
(not just your website)

#ParamoreU

Google features websites
with strong interaction

#ParamoreU

Google features your
Google Places presence

#ParamoreU

Happy, successful users
may not be visitors.

#ParamoreU

On your website you are
who you say you are

#ParamoreU

On the Web you are who
others say you are

#ParamoreU

Don’t sweat your
website trafﬁc.

#ParamoreU

Overall it’s down 70%

#ParamoreU

They’re mobile & social

#ParamoreU

Embrace graph search

#ParamoreU

Sure! But ﬁrst...

#ParamoreU

WTF is Graph Search?

#ParamoreU

People who like Cycling and from my hometown

Restaurants in London My Friends have been to

My friends who like The Belcourt

My friends who like The Belcourt

Simpler way to navigate

#ParamoreU

Multidimensional searching

#ParamoreU

Personal information gets
exposed

#ParamoreU

Graph search is not a
search engine

#ParamoreU

Greater value on good,
personalized content and
keywords

#ParamoreU

Opportunities for targeted
Facebook advertising

#ParamoreU

Greater impact in B2C

#ParamoreU

Social networks are getting
mature.

#ParamoreU

MySpace

Facebook

YouTube

Twitter

#ParamoreU

Facebook = Big Daddy
(sharing + connecting)

#ParamoreU

Twitter = Social/SMS Hybrid
(sharing + customer intel)

#ParamoreU

Pinterest = Social Media Pics
(mobile + visual)

#ParamoreU

Google+ = Only Google Cares
(SEO + segmentation)

#ParamoreU

LinkedIn = Professional
(networking + ﬁnding leads)

#ParamoreU

Which social platforms drive
us to action?

#ParamoreU

Spending
(Facebook & Pinterest)

#ParamoreU

Participation
(Facebook & Twitter)

#ParamoreU

Hobbies
(Facebook & Pinterest)

#ParamoreU

Networking
(Facebook & LinkedIn)

#ParamoreU

Now that you know it all...

#ParamoreU

Know it all will change.
(sigh)

#ParamoreU

Mobile opens will surpass
desktop this year.

#ParamoreU

1 in 3 emails is the key to
making a mobile purchase

#ParamoreU

18-34 year olds are most
responsive to mobile
optimized email

#ParamoreU

Social share buttons boost
email performance

#ParamoreU

Don’t send half-assed emails

#ParamoreU

Distribute good information
to the right people at the
right time

#ParamoreU

Step 9

#ParamoreU www.paramore.is

Mobile isn’t optional


Multiple mobile devices


A few Ferraris


+$10 billion


2014


50% of website visitors
worldwide


Desktop visits will be
in the minority


What about your
site today?


Last 6 months
10 clients


2,622,000 total visits


687,000 were devices


26% of visits were from
a mobile device


If devices were a browser


#2 behind IE


What’s the experience for
a quarter of your visitors?


“Mobile friendly”


Content’s available.
Not jacked up.


Mobile version


Responsive


The site responds
to the device


It’s part of the process


Mobile-ﬁrst design


Responsive kills
“view full site” links


Quick impact


Call links & map links


Responsive responsibility


Step 10


Build an app because you
need one...


Not because everyone
else has one


Why an app?


Native functionality


Utility


Frequency


Accounts


Why not an app?


Timeline


Versions & updates


Testing


It’s about your goal?


Start with a problem,
not a technology


Does an app solve
a problem for
your customer?


Boss ≠ customer


Already have an app?


Budget for updates &
enhancements


Use ﬂurry


Considering an app?


Build it online


Apps are great


Step 11


Your digital goals should
support your business goals


Back in the day, digital
and traditional had
different goals


Segmented marketing


Different mediums


Different teams


Different agencies


Measurable results & quick
turnarounds


Fast, fun & cheap


Measurability is changing


$$$


Viral videos and memes
are awesome


That never gets old


Not a strategy


Digital + traditional


support marketing goals


New projects should start
with a review of
business goals


Advance the brand


Move toward impact


But what’s impact?


20,000 site visits
or
100 social shares
or
10 phone calls

It depends


What’s your goal?


How do you measure?


100,000 visits


Buying a ticket


Booking a room


Filling out a contact form


Effect the bottom line


No more retroactive pacing


Decide on measurability
before launch


Leave room for
interpretation, but stand
by the results good or bad


Digital has to support your
business goals


Step 12


Make the digital pledge


My digital presence is a
dynamic marketing tool...


And as such...


It will never be ﬁnished...


And that’s OK.


12 Steps to Online Success with ParamoreU

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