• Share
  • Email
  • Embed
  • Like
  • Private Content
Paramore University Spring 2013 - 12 Steps to Digital Sanity
 

Paramore University Spring 2013 - 12 Steps to Digital Sanity

on

  • 1,478 views

 

Statistics

Views

Total Views
1,478
Views on SlideShare
1,478
Embed Views
0

Actions

Likes
0
Downloads
8
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Paramore University Spring 2013 - 12 Steps to Digital Sanity Paramore University Spring 2013 - 12 Steps to Digital Sanity Presentation Transcript

    • #ParamoreU www.paramore.is
    • 12 Steps#ParamoreU
    • admitted we were powerless over __________ and that our lives had become unmanageable#ParamoreU
    • admitted we were powerless over my children’s choices and that our lives had become unmanageable#ParamoreU
    • admitted we were powerless over taxes and that our lives had become unmanageable#ParamoreU
    • admitted we were powerless over my past and that our lives had become unmanageable#ParamoreU
    • admitted we were powerless over the future and that our lives had become unmanageable#ParamoreU
    • and the Internet#ParamoreU
    • #ParamoreU
    • I feel ya.#ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • Step 1#ParamoreU
    • Admit that its 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
    • #ParamoreU
    • Imagery (photos, illustrations, etc.)#ParamoreU
    • Video#ParamoreU
    • #ParamoreU
    • Button or link text#ParamoreU
    • #ParamoreU
    • Meta data (page titles, alt text, etc.)#ParamoreU
    • #ParamoreU
    • What is your website without content?#ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • Content is your product (online)#ParamoreU
    • Develop your content like you would a product.#ParamoreU
    • Step 2#ParamoreU
    • Stop reporting. Start improving.#ParamoreU
    • Stop thinking it’s all about unique visitors#ParamoreU
    • Stop thinking it’s all about page views#ParamoreU
    • Stop thinking it’s all about bounce rates#ParamoreU
    • What do you do with all these numbers?#ParamoreU
    • Unique Visitors...#ParamoreU
    • #ParamoreU
    • #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
    • It depends...#ParamoreU
    • Know your context#ParamoreU
    • #ParamoreU
    • Page views should be high, right?#ParamoreU
    • It depends...#ParamoreU
    • #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
    • #ParamoreU
    • It’s NOT how people should use your website#ParamoreU
    • It’s how people really use your website#ParamoreU
    • Step 3#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
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • #ParamoreU
    • Google wants to keep out cheaters#ParamoreU
    • #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 content#ParamoreU
    • Good structures#ParamoreU
    • Good conversions#ParamoreU
    • Create and maintain websites useful to users#ParamoreU
    • Get ranked higher by Google#ParamoreU
    • Step 4#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
    • #ParamoreU
    • Google features websites with strong interaction#ParamoreU
    • #ParamoreU
    • Google features your Google Places presence#ParamoreU
    • #ParamoreU
    • Happy, successful users may not be visitors.#ParamoreU
    • #ParamoreU
    • On your website you are who you say you are#ParamoreU
    • On the Web you are who others say you are#ParamoreU
    • #ParamoreU
    • Step 5#ParamoreU
    • Don’t sweat your website traffic.#ParamoreU
    • Overall it’s down 70%#ParamoreU
    • They’re mobile & social#ParamoreU
    • #ParamoreU
    • Step 6#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
    • Why it matters#ParamoreU
    • 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
    • Greater value on good, personalized content and keywords#ParamoreU
    • Opportunities for targeted Facebook advertising#ParamoreU
    • Greater impact in B2C#ParamoreU
    • Step 7#ParamoreU
    • Social networks are getting mature.#ParamoreU
    • Class of 2008#ParamoreU
    • MySpace Facebook YouTube Twitter#ParamoreU
    • Class of 2013#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
    • #ParamoreU
    • #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
    • Step 8#ParamoreU
    • Email is not dead
    • #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
    • 158%#ParamoreU
    • So...#ParamoreU
    • Don’t send half-assed emails#ParamoreU
    • Distribute good information to the right people at the right time#ParamoreU
    • #ParamoreU
    • Step 9#ParamoreU www.paramore.is
    • Mobile isn’t optional#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • Multiple mobile devices#ParamoreU www.paramore.is
    • A few Ferraris#ParamoreU www.paramore.is
    • +$10 billion#ParamoreU www.paramore.is
    • 2014#ParamoreU www.paramore.is
    • 50% of website visitors worldwide#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • Desktop visits will be in the minority#ParamoreU www.paramore.is
    • What about your site today?#ParamoreU www.paramore.is
    • Last 6 months 10 clients#ParamoreU www.paramore.is
    • 2,622,000 total visits#ParamoreU www.paramore.is
    • 687,000 were devices#ParamoreU www.paramore.is
    • 26% of visits were from a mobile device#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • If devices were a browser#ParamoreU www.paramore.is
    • #2 behind IE#ParamoreU www.paramore.is
    • What’s the experience for a quarter of your visitors?#ParamoreU www.paramore.is
    • “Mobile friendly”#ParamoreU www.paramore.is
    • Content’s available. Not jacked up.#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • Mobile version#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • Responsive#ParamoreU www.paramore.is
    • The site responds to the device#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • It’s part of the process#ParamoreU www.paramore.is
    • Mobile-first design#ParamoreU www.paramore.is
    • Responsive kills “view full site” links#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • Quick impact#ParamoreU www.paramore.is
    • Call links & map links#ParamoreU www.paramore.is
    • Responsive responsibility#ParamoreU www.paramore.is
    • Step 10#ParamoreU www.paramore.is
    • Build an app because you need one...#ParamoreU www.paramore.is
    • Not because everyone else has one#ParamoreU www.paramore.is
    • Why an app?#ParamoreU www.paramore.is
    • Native functionality#ParamoreU www.paramore.is
    • Utility#ParamoreU www.paramore.is
    • Frequency#ParamoreU www.paramore.is
    • Accounts#ParamoreU www.paramore.is
    • Why not an app?#ParamoreU www.paramore.is
    • Timeline#ParamoreU www.paramore.is
    • Versions & updates#ParamoreU www.paramore.is
    • Testing#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • It’s about your goal?#ParamoreU www.paramore.is
    • Start with a problem, not a technology#ParamoreU www.paramore.is
    • Does an app solve a problem for your customer?#ParamoreU www.paramore.is
    • Boss ≠ customer#ParamoreU www.paramore.is
    • Already have an app?#ParamoreU www.paramore.is
    • Budget for updates & enhancements#ParamoreU www.paramore.is
    • Use flurry#ParamoreU www.paramore.is
    • Considering an app?#ParamoreU www.paramore.is
    • Build it online#ParamoreU www.paramore.is
    • Apps are great#ParamoreU www.paramore.is
    • Step 11#ParamoreU www.paramore.is
    • Your digital goals should support your business goals#ParamoreU www.paramore.is
    • Back in the day, digital and traditional had different goals#ParamoreU www.paramore.is
    • Segmented marketing#ParamoreU www.paramore.is
    • Different mediums#ParamoreU www.paramore.is
    • Different teams#ParamoreU www.paramore.is
    • Different agencies#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • Measurable results & quick turnarounds#ParamoreU www.paramore.is
    • Fast, fun & cheap#ParamoreU www.paramore.is
    • Measurability is changing#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • $$$#ParamoreU www.paramore.is
    • Viral videos and memes are awesome#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • That never gets old#ParamoreU www.paramore.is
    • Not a strategy#ParamoreU www.paramore.is
    • Digital + traditional#ParamoreU www.paramore.is
    • support marketing goals#ParamoreU www.paramore.is
    • New projects should start with a review of business goals#ParamoreU www.paramore.is
    • Advance the brand#ParamoreU www.paramore.is
    • Move toward impact#ParamoreU www.paramore.is
    • But what’s impact?#ParamoreU www.paramore.is
    • 20,000 site visits or 100 social shares or 10 phone calls#ParamoreU www.paramore.is
    • It depends#ParamoreU www.paramore.is
    • What’s your goal?#ParamoreU www.paramore.is
    • How do you measure?#ParamoreU www.paramore.is
    • 100,000 visits#ParamoreU www.paramore.is
    • Buying a ticket#ParamoreU www.paramore.is
    • Booking a room#ParamoreU www.paramore.is
    • Filling out a contact form#ParamoreU www.paramore.is
    • Effect the bottom line#ParamoreU www.paramore.is
    • No more retroactive pacing#ParamoreU www.paramore.is
    • Decide on measurability before launch#ParamoreU www.paramore.is
    • Leave room for interpretation, but stand by the results good or bad#ParamoreU www.paramore.is
    • Digital has to support your business goals#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • Step 12#ParamoreU www.paramore.is
    • Make the digital pledge#ParamoreU www.paramore.is
    • My digital presence is a dynamic marketing tool...#ParamoreU www.paramore.is
    • And as such...#ParamoreU www.paramore.is
    • It will never be finished...#ParamoreU www.paramore.is
    • And that’s OK.#ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is
    • #ParamoreU www.paramore.is