Paramore University Spring 2013 - 12 Steps to Digital Sanity

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Paramore University Spring 2013 - 12 Steps to Digital Sanity

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

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