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
14
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
15
16. Tips for Way Finding
Provide progress indicators
16
17. Tips for Way Finding
Rely on Site Search
• Functionality is familiar
• Use insights to build relevance
• http://www.google.com/cse/
• Test effectiveness
17
18. Tips for Way Finding
Keep the visitor going
“YOU’LL ALSO LIKE” ALWAYS BE CLOSING
18
31. Content Planning Tools
• Evernote& Scrivener
– Organize ideas by
production
– Collaborative
contribution & editing
– Accessible via
desktop, mobile or
tablet
31
32. Content Planning Tools
• Create a content editorial calendar
– Manage multiple content
types, campaigns, people
– Collaborate to create new
content & brainstorm
promotion plans
32
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
33
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
36
38. Marrying Content with Social
• Editorial calendar components
– Production start and launch dates
– Promotion channels
– Key metrics
38
39. Work Smarter, Not Harder
• Facebook & Twitter Effectiveness
FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER
Link
Status
Video
Photo +
39
41. Work Smarter, Not Harder
• Winning Combination:
• Professional grade
photography
• Pithy
descriptions, complim
entary text
• No need to make it
complicated
41
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
42
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
50
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?”
54
62. Welcome Emails
• Special time when everything is new
• Ask to be whitelisted
• Offer a special incentive
• Set expectations
• Collect additional data
62
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
71
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
73