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Paramore University Spring 2013 - 12 Steps to Digital Sanity

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  • 1. #ParamoreU www.paramore.is
  • 2. 12 Steps#ParamoreU
  • 3. admitted we were powerless over __________ and that our lives had become unmanageable#ParamoreU
  • 4. admitted we were powerless over my children’s choices and that our lives had become unmanageable#ParamoreU
  • 5. admitted we were powerless over taxes and that our lives had become unmanageable#ParamoreU
  • 6. admitted we were powerless over my past and that our lives had become unmanageable#ParamoreU
  • 7. admitted we were powerless over the future and that our lives had become unmanageable#ParamoreU
  • 8. and the Internet#ParamoreU
  • 9. #ParamoreU
  • 10. I feel ya.#ParamoreU
  • 11. #ParamoreU
  • 12. #ParamoreU
  • 13. #ParamoreU
  • 14. Step 1#ParamoreU
  • 15. Admit that its all about content.#ParamoreU
  • 16. Content is NOT king#ParamoreU
  • 17. A king’s will must be obeyed (does this sound like your content?)#ParamoreU
  • 18. Content is your product (online)#ParamoreU
  • 19. Content comes in many forms#ParamoreU
  • 20. Copywriting (website copy, articles, blog posts, etc.)#ParamoreU
  • 21. #ParamoreU
  • 22. Imagery (photos, illustrations, etc.)#ParamoreU
  • 23. Video#ParamoreU
  • 24. #ParamoreU
  • 25. Button or link text#ParamoreU
  • 26. #ParamoreU
  • 27. Meta data (page titles, alt text, etc.)#ParamoreU
  • 28. #ParamoreU
  • 29. What is your website without content?#ParamoreU
  • 30. #ParamoreU
  • 31. #ParamoreU
  • 32. #ParamoreU
  • 33. #ParamoreU
  • 34. #ParamoreU
  • 35. #ParamoreU
  • 36. #ParamoreU
  • 37. Content is your product (online)#ParamoreU
  • 38. Develop your content like you would a product.#ParamoreU
  • 39. Step 2#ParamoreU
  • 40. Stop reporting. Start improving.#ParamoreU
  • 41. Stop thinking it’s all about unique visitors#ParamoreU
  • 42. Stop thinking it’s all about page views#ParamoreU
  • 43. Stop thinking it’s all about bounce rates#ParamoreU
  • 44. What do you do with all these numbers?#ParamoreU
  • 45. Unique Visitors...#ParamoreU
  • 46. #ParamoreU
  • 47. #ParamoreU
  • 48. “What are they doing?” is more important than “how many?”#ParamoreU
  • 49. A few misconceptions and oversimplifications#ParamoreU
  • 50. Bounce rates should be low, right?#ParamoreU
  • 51. It depends...#ParamoreU
  • 52. Know your context#ParamoreU
  • 53. #ParamoreU
  • 54. Page views should be high, right?#ParamoreU
  • 55. It depends...#ParamoreU
  • 56. #ParamoreU
  • 57. Start admitting it’s about engagement#ParamoreU
  • 58. Look at visitor data#ParamoreU
  • 59. and look at behavioral data#ParamoreU
  • 60. Make decisions and act on them#ParamoreU
  • 61. Multivariant testing#ParamoreU
  • 62. Form flow analytics#ParamoreU
  • 63. Adjust user flows#ParamoreU
  • 64. Keep creating valuable content#ParamoreU
  • 65. #ParamoreU
  • 66. It’s NOT how people should use your website#ParamoreU
  • 67. It’s how people really use your website#ParamoreU
  • 68. Step 3#ParamoreU
  • 69. Play nice with the Panda and Penguin#ParamoreU
  • 70. A panda and a penguin walk into a#ParamoreU
  • 71. Sorry...I couldn’t resist#ParamoreU
  • 72. What is SEO...really?#ParamoreU
  • 73. It’s NOT about tips and tricks and shortcuts#ParamoreU
  • 74. Design your website for what you and your users need#ParamoreU
  • 75. #ParamoreU
  • 76. #ParamoreU
  • 77. #ParamoreU
  • 78. #ParamoreU
  • 79. #ParamoreU
  • 80. Google wants to keep out cheaters#ParamoreU
  • 81. #ParamoreU
  • 82. Or from making your website harder to use#ParamoreU
  • 83. SERPs are like exclusive restaurants#ParamoreU
  • 84. Panda picks the best items to go on the menu (SERP)#ParamoreU
  • 85. Penguin is like an inspector who kicks out shady suppliers#ParamoreU
  • 86. Google wants you... “to be free to focus on creating amazing, compelling websites.” -Google#ParamoreU
  • 87. Google does NOT want to be a search engine#ParamoreU
  • 88. Google wants to be a recommendation engine#ParamoreU
  • 89. Google improves ranking for sites that have...#ParamoreU
  • 90. Good engagement#ParamoreU
  • 91. Good content#ParamoreU
  • 92. Good structures#ParamoreU
  • 93. Good conversions#ParamoreU
  • 94. Create and maintain websites useful to users#ParamoreU
  • 95. Get ranked higher by Google#ParamoreU
  • 96. Step 4#ParamoreU
  • 97. Take control of your Google listing.#ParamoreU
  • 98. Your website is getting smaller#ParamoreU
  • 99. Users connect to your digital presence (not just your website)#ParamoreU
  • 100. #ParamoreU
  • 101. Google features websites with strong interaction#ParamoreU
  • 102. #ParamoreU
  • 103. Google features your Google Places presence#ParamoreU
  • 104. #ParamoreU
  • 105. Happy, successful users may not be visitors.#ParamoreU
  • 106. #ParamoreU
  • 107. On your website you are who you say you are#ParamoreU
  • 108. On the Web you are who others say you are#ParamoreU
  • 109. #ParamoreU
  • 110. Step 5#ParamoreU
  • 111. Don’t sweat your website traffic.#ParamoreU
  • 112. Overall it’s down 70%#ParamoreU
  • 113. They’re mobile & social#ParamoreU
  • 114. #ParamoreU
  • 115. Step 6#ParamoreU
  • 116. Embrace graph search#ParamoreU
  • 117. Sure! But first...#ParamoreU
  • 118. WTF is Graph Search?#ParamoreU
  • 119. People who like Cycling and from my hometown
  • 120. Restaurants in London My Friends have been to My friends who like The Belcourt
  • 121. My friends who like The Belcourt
  • 122. Why it matters#ParamoreU
  • 123. Simpler way to navigate#ParamoreU
  • 124. Multidimensional searching#ParamoreU
  • 125. Personal information gets exposed#ParamoreU
  • 126. Graph search is not a search engine#ParamoreU
  • 127. Greater value on good, personalized content and keywords#ParamoreU
  • 128. Greater value on good, personalized content and keywords#ParamoreU
  • 129. Opportunities for targeted Facebook advertising#ParamoreU
  • 130. Greater impact in B2C#ParamoreU
  • 131. Step 7#ParamoreU
  • 132. Social networks are getting mature.#ParamoreU
  • 133. Class of 2008#ParamoreU
  • 134. MySpace Facebook YouTube Twitter#ParamoreU
  • 135. Class of 2013#ParamoreU
  • 136. Facebook = Big Daddy (sharing + connecting)#ParamoreU
  • 137. Twitter = Social/SMS Hybrid (sharing + customer intel)#ParamoreU
  • 138. Pinterest = Social Media Pics (mobile + visual)#ParamoreU
  • 139. Google+ = Only Google Cares (SEO + segmentation)#ParamoreU
  • 140. LinkedIn = Professional (networking + finding leads)#ParamoreU
  • 141. Which social platforms drive us to action?#ParamoreU
  • 142. Spending (Facebook & Pinterest)#ParamoreU
  • 143. #ParamoreU
  • 144. #ParamoreU
  • 145. Participation (Facebook & Twitter)#ParamoreU
  • 146. Hobbies (Facebook & Pinterest)#ParamoreU
  • 147. Networking (Facebook & LinkedIn)#ParamoreU
  • 148. Now that you know it all...#ParamoreU
  • 149. Know it all will change. (sigh)#ParamoreU
  • 150. Step 8#ParamoreU
  • 151. Email is not dead
  • 152. #ParamoreU
  • 153. Mobile opens will surpass desktop this year.#ParamoreU
  • 154. 1 in 3 emails is the key to making a mobile purchase#ParamoreU
  • 155. 18-34 year olds are most responsive to mobile optimized email#ParamoreU
  • 156. Social share buttons boost email performance#ParamoreU
  • 157. 158%#ParamoreU
  • 158. So...#ParamoreU
  • 159. Don’t send half-assed emails#ParamoreU
  • 160. Distribute good information to the right people at the right time#ParamoreU
  • 161. #ParamoreU
  • 162. Step 9#ParamoreU www.paramore.is
  • 163. Mobile isn’t optional#ParamoreU www.paramore.is
  • 164. #ParamoreU www.paramore.is
  • 165. Multiple mobile devices#ParamoreU www.paramore.is
  • 166. A few Ferraris#ParamoreU www.paramore.is
  • 167. +$10 billion#ParamoreU www.paramore.is
  • 168. 2014#ParamoreU www.paramore.is
  • 169. 50% of website visitors worldwide#ParamoreU www.paramore.is
  • 170. #ParamoreU www.paramore.is
  • 171. Desktop visits will be in the minority#ParamoreU www.paramore.is
  • 172. What about your site today?#ParamoreU www.paramore.is
  • 173. Last 6 months 10 clients#ParamoreU www.paramore.is
  • 174. 2,622,000 total visits#ParamoreU www.paramore.is
  • 175. 687,000 were devices#ParamoreU www.paramore.is
  • 176. 26% of visits were from a mobile device#ParamoreU www.paramore.is
  • 177. #ParamoreU www.paramore.is
  • 178. If devices were a browser#ParamoreU www.paramore.is
  • 179. #2 behind IE#ParamoreU www.paramore.is
  • 180. What’s the experience for a quarter of your visitors?#ParamoreU www.paramore.is
  • 181. “Mobile friendly”#ParamoreU www.paramore.is
  • 182. Content’s available. Not jacked up.#ParamoreU www.paramore.is
  • 183. #ParamoreU www.paramore.is
  • 184. #ParamoreU www.paramore.is
  • 185. #ParamoreU www.paramore.is
  • 186. Mobile version#ParamoreU www.paramore.is
  • 187. #ParamoreU www.paramore.is
  • 188. Responsive#ParamoreU www.paramore.is
  • 189. The site responds to the device#ParamoreU www.paramore.is
  • 190. #ParamoreU www.paramore.is
  • 191. It’s part of the process#ParamoreU www.paramore.is
  • 192. Mobile-first design#ParamoreU www.paramore.is
  • 193. Responsive kills “view full site” links#ParamoreU www.paramore.is
  • 194. #ParamoreU www.paramore.is
  • 195. #ParamoreU www.paramore.is
  • 196. #ParamoreU www.paramore.is
  • 197. Quick impact#ParamoreU www.paramore.is
  • 198. Call links & map links#ParamoreU www.paramore.is
  • 199. Responsive responsibility#ParamoreU www.paramore.is
  • 200. Step 10#ParamoreU www.paramore.is
  • 201. Build an app because you need one...#ParamoreU www.paramore.is
  • 202. Not because everyone else has one#ParamoreU www.paramore.is
  • 203. Why an app?#ParamoreU www.paramore.is
  • 204. Native functionality#ParamoreU www.paramore.is
  • 205. Utility#ParamoreU www.paramore.is
  • 206. Frequency#ParamoreU www.paramore.is
  • 207. Accounts#ParamoreU www.paramore.is
  • 208. Why not an app?#ParamoreU www.paramore.is
  • 209. Timeline#ParamoreU www.paramore.is
  • 210. Versions & updates#ParamoreU www.paramore.is
  • 211. Testing#ParamoreU www.paramore.is
  • 212. #ParamoreU www.paramore.is
  • 213. It’s about your goal?#ParamoreU www.paramore.is
  • 214. Start with a problem, not a technology#ParamoreU www.paramore.is
  • 215. Does an app solve a problem for your customer?#ParamoreU www.paramore.is
  • 216. Boss ≠ customer#ParamoreU www.paramore.is
  • 217. Already have an app?#ParamoreU www.paramore.is
  • 218. Budget for updates & enhancements#ParamoreU www.paramore.is
  • 219. Use flurry#ParamoreU www.paramore.is
  • 220. Considering an app?#ParamoreU www.paramore.is
  • 221. Build it online#ParamoreU www.paramore.is
  • 222. Apps are great#ParamoreU www.paramore.is
  • 223. Step 11#ParamoreU www.paramore.is
  • 224. Your digital goals should support your business goals#ParamoreU www.paramore.is
  • 225. Back in the day, digital and traditional had different goals#ParamoreU www.paramore.is
  • 226. Segmented marketing#ParamoreU www.paramore.is
  • 227. Different mediums#ParamoreU www.paramore.is
  • 228. Different teams#ParamoreU www.paramore.is
  • 229. Different agencies#ParamoreU www.paramore.is
  • 230. #ParamoreU www.paramore.is
  • 231. Measurable results & quick turnarounds#ParamoreU www.paramore.is
  • 232. Fast, fun & cheap#ParamoreU www.paramore.is
  • 233. Measurability is changing#ParamoreU www.paramore.is
  • 234. #ParamoreU www.paramore.is
  • 235. $$$#ParamoreU www.paramore.is
  • 236. Viral videos and memes are awesome#ParamoreU www.paramore.is
  • 237. #ParamoreU www.paramore.is
  • 238. That never gets old#ParamoreU www.paramore.is
  • 239. Not a strategy#ParamoreU www.paramore.is
  • 240. Digital + traditional#ParamoreU www.paramore.is
  • 241. support marketing goals#ParamoreU www.paramore.is
  • 242. New projects should start with a review of business goals#ParamoreU www.paramore.is
  • 243. Advance the brand#ParamoreU www.paramore.is
  • 244. Move toward impact#ParamoreU www.paramore.is
  • 245. But what’s impact?#ParamoreU www.paramore.is
  • 246. 20,000 site visits or 100 social shares or 10 phone calls#ParamoreU www.paramore.is
  • 247. It depends#ParamoreU www.paramore.is
  • 248. What’s your goal?#ParamoreU www.paramore.is
  • 249. How do you measure?#ParamoreU www.paramore.is
  • 250. 100,000 visits#ParamoreU www.paramore.is
  • 251. Buying a ticket#ParamoreU www.paramore.is
  • 252. Booking a room#ParamoreU www.paramore.is
  • 253. Filling out a contact form#ParamoreU www.paramore.is
  • 254. Effect the bottom line#ParamoreU www.paramore.is
  • 255. No more retroactive pacing#ParamoreU www.paramore.is
  • 256. Decide on measurability before launch#ParamoreU www.paramore.is
  • 257. Leave room for interpretation, but stand by the results good or bad#ParamoreU www.paramore.is
  • 258. Digital has to support your business goals#ParamoreU www.paramore.is
  • 259. #ParamoreU www.paramore.is
  • 260. Step 12#ParamoreU www.paramore.is
  • 261. Make the digital pledge#ParamoreU www.paramore.is
  • 262. My digital presence is a dynamic marketing tool...#ParamoreU www.paramore.is
  • 263. And as such...#ParamoreU www.paramore.is
  • 264. It will never be finished...#ParamoreU www.paramore.is
  • 265. And that’s OK.#ParamoreU www.paramore.is
  • 266. #ParamoreU www.paramore.is
  • 267. #ParamoreU www.paramore.is