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Owned Media

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

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Owned Media

  1. 1. Owned Media March 18, 2013
  2. 2. House Rules• Interrupt me – No, really. It’s OK.• Ask questions• Something specific? – I’ll stick around after 2
  3. 3. Paid 3
  4. 4. Earned 4
  5. 5. Owned 5
  6. 6. New Challenge/Opportunity 6
  7. 7. We Used to Look Like…• Account People• Creative People• Media Buyers• Traffic Coordinators 7
  8. 8. But Today It’s More Like… Metrics Media Strategy Social Creative Search Content Code 8
  9. 9. Owned Media Elements• Website Usability• Content Marketing• Social Media• Video• Email• Mobile 9
  10. 10. Usability
  11. 11. Patience on theWeb
  12. 12. Short Term Memory 7 2 13
  13. 13. Tips for Way FindingAllow visitors to determine navigation priorityYOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS:• About Us • Product• News • How It Works• Product • News – How It Works • About Us• Contact • Contact 14
  14. 14. Tips for Way FindingAllow 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
  15. 15. Tips for Way FindingProvide progress indicators 16
  16. 16. Tips for Way FindingRely on Site Search• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/• Test effectiveness 17
  17. 17. Tips for Way FindingKeep the visitor going“YOU’LL ALSO LIKE” ALWAYS BE CLOSING 18
  18. 18. The Website Usability Bible 19
  19. 19. Test Everything vs. $ OFF vs. % OFF Add to Cart vs. Add to Cart Message | Creative | Call to Action Ad Specs | Venue | Location | Daypart 20
  20. 20. “A player who makes a team great is much more valuable than a great player.” 21
  21. 21. 22
  22. 22. Tools for Testing 23
  23. 23. Tools for Testing USERTESTING.COM 24
  24. 24. ContentMarketing
  25. 25. Sit or Squat? 26
  26. 26. Bricks vs. Feathers• What weighs more: – 5 lbs of bricks? – 5 lbs of feathers? 27
  27. 27. Bricks vs. FeathersContent Type Bricks FeathersDefinition Productions Posts & SnippetsPositioning “Thought Leader” “News Maker”Time Requirement Days & Weeks Minutes & Hours Relentless EffortPotential Downside Opportunity Cost Required 28
  28. 28. Content Planning Triangle SEARCHING ACTING TALKING 29
  29. 29. Content Triangle in Practice 30
  30. 30. Content Planning Tools• Evernote& Scrivener – Organize ideas by production – Collaborative contribution & editing – Accessible via desktop, mobile or tablet 31
  31. 31. Content Planning Tools• Create a content editorial calendar – Manage multiple content types, campaigns, people – Collaborate to create new content & brainstorm promotion plans 32
  32. 32. 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
  33. 33. Social Media
  34. 34. She’ll love you 35back
  35. 35. 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
  36. 36. Covering Your Bases• Create a social media editorial calendar M T W T F Sa Su 37
  37. 37. Marrying Content with Social• Editorial calendar components – Production start and launch dates – Promotion channels – Key metrics 38
  38. 38. Work Smarter, Not Harder• Facebook & Twitter EffectivenessFACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER LinkStatus Video Photo + 39
  39. 39. Work Smarter, Not Harder• How Facebook Works 40
  40. 40. Work Smarter, Not Harder• Winning Combination:• Professional grade photography• Pithy descriptions, complim entary text• No need to make it complicated 41
  41. 41. 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
  42. 42. Content Amplification• Metrics: – Site Traffic – Ratings – Reviews – Likes – Shares 43
  43. 43. Content Amplification 44
  44. 44. Measuring Shares• It’s about more than traffic & followers August 2012 45
  45. 45. Social Media Metrics• Dollars & Shares 46
  46. 46. Video
  47. 47. Why Video is Important• People remember: 48
  48. 48. Why Video is Important• The top search engines: #1 #2 49
  49. 49. 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
  50. 50. Let Video Do the Work• DollarShaveClub.com 51
  51. 51. EmailMarketing
  52. 52. Build Your List 53
  53. 53. I’m Not A LawyerHowever…• 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
  54. 54. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 55
  55. 55. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 56
  56. 56. 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 57
  57. 57. Campaigns CAMPAIGN S ONGOING CAMPAIGN MESSAGES CAMPAIGN S S 58
  58. 58. Triggers TRIGGERS IF THEN 59
  59. 59. Tracks TRACKS MESSAGE 1 WEEK 1 MESSAGE 2 WEEK 2 MESSAGE 3 WEEK 3 60
  60. 60. Immediate Gratification 61
  61. 61. Welcome Emails• Special time when everything is new• Ask to be whitelisted• Offer a special incentive• Set expectations• Collect additional data 62
  62. 62. Be Relevant 63
  63. 63. Building Relevance• Ask them: 64
  64. 64. Building Relevance• Watch them: Fishing Trips Near CLICK  Outdoors Kansas City Unbelievable CLICK  Barbecue Food HOTEL SPECIAL: Hawthorne Suites – CLICK  Discounts Overland Park 65
  65. 65. Mobile
  66. 66. State of Mobile% of U.S. Adults WhoOwn a Smartphone 55% 38% October 2011 January 2013 Source: ComScore 68
  67. 67. State of Mobile Source: Google 69
  68. 68. Responsive Design Desktop Tablet Mobile 70
  69. 69. You Have OptionsResponsive Design• 1 Web Address, No Duplication• Site morphs based on devicePRO• Easy & cheap to maintainCON• Less focus on mobile experience 71
  70. 70. You Have OptionsDynamic Serving• 1 Web Address, No Duplication• Content/experience changes based on devicePRO• Better mobile experienceCON• Technical complexity• Higher maintenance cost 72
  71. 71. You Have OptionsParallel Mobile Site• 2 Separate Sites: 1 Mobile, 1 DesktopPRO• Easy implementationCON• Must make content updates twice• Content duplication risk 73
  72. 72. Questions?• Chris Sietsema• Chris@TeachtoFishDigital.com• @sietsema• 480.389.5435 74

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