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FUZE | National Forest Recreation Association Day 1

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FUZE Day 1 Presentation for the 2010 National Forest Recreation Association annual conference in Scottsdale, AZ. Day 1 focused on changes in consumer behavior and how that effects their holiday …

FUZE Day 1 Presentation for the 2010 National Forest Recreation Association annual conference in Scottsdale, AZ. Day 1 focused on changes in consumer behavior and how that effects their holiday planning, what consumers expect from websites, marketing tools and tips for attendees. Part 1 of a 2 day program. Delivered by Bryan Landbauru, President of FUZE.

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  • 1. twitter: #NFRA | @FUZE National Forest Recreation Association 2010 – Day 1 What’s Happenin’ Out There? presented by Bryan Landaburu (@fuze) President Fuze
  • 2. twitter: #NFRA | @FUZE Hi. My name is Bryan.
  • 3. twitter: #NFRA | @FUZE FUZE
  • 4. twitter: #NFRA | @FUZE Particulars • A digitally-led agency est. 2003 • We develop & execute campaigns for clients nationwide that include: – Web, application, system, UI design – Content Management Systems – Business process design – E-mail marketing – Blog strategy – Social & mixed media campaigns – E-Commerce development – Search Marketing (SEO/PPC) – Advanced analytics – Traditional creative services
  • 5. twitter: #NFRA | @FUZE Clients
  • 6. twitter: #NFRA | @FUZE What are we talking about?
  • 7. twitter: #NFRA | @FUZE Well, we’re going to talk about this… • Where does the web fit, and why does it matter? • What do your customers expect from you? • “Social media” is a real trend. What will you do with it? • How do you communicate with your customers? • What is unique about you? • Do devices matter? • Why does any of this matter???
  • 8. twitter: #NFRA | @FUZE Two sessions… • Friday – More detailed discussion – Social Media Concepts – Site reviews – Industry trends – Questions/Answers – Emphasis on tools – Action plan Workshop Style • Thursday – High level overview – The consumer thought process – Trends and things to consider – Tools and tips – Why it matters – Deemphasis on technology – Emphasis on your customer Seminar Style
  • 9. twitter: #NFRA | @FUZE Why did you decide to come to this conference, and… …what did you hope to get out of it?
  • 10. twitter: #NFRA | @FUZE How has this year been for you? Are you more or less inspired in 2010?
  • 11. twitter: #NFRA | @FUZE Some of the things we’ve learned… • Being complacent, rolling with the herd, gets you no-place • Doing nothing, also gets you no-place • Your reputation and your brand are critical • Authenticity and sincerity will always win • Unless you truly forge a relationship, you are only as good as the memory of your last transaction
  • 12. twitter: #NFRA | @FUZE Marketing your business or yourself should not be a perfunctory process. –adjective 1. performed merely as a routine duty; hasty and superficial, courtesy 2. lacking interest, care, or enthusiasm; indifferent or apathetic
  • 13. twitter: #NFRA | @FUZE Business is simple, right? Find ‘em Get ‘em there Make ‘em comfortable Sell ‘em something Get it to ‘em fast Bring ‘em back Get ‘em to tell their friends Repeat
  • 14. twitter: #NFRA | @FUZE How marketing used to be… Old Corporation Radio TV Website PRMedia Print Outdoor
  • 15. twitter: #NFRA | @FUZE How marketing looks today… • Control surrendered to consumers • People say scary things • Can’t control the conversation • Power in the hands of a few • Word of mouth leads to authenticity • BOTTOM LINE: you need to be everywhere Your Brand Radio TV Website PR Media Print Outdoor Blogs Search Marketing Executive visibility Forums Mobile Competitors SEO PPC Landing pages Sales funnels Analytics Conversation Industry participation Influencers Comments REPUTATION SOCIAL Content reviews
  • 16. twitter: #NFRA | @FUZE Your Brand Radio TV Website PR Media Print Outdoor Blogs Search Retargeting Executive visibility Forums Mobile Competitors SEO PPC Landing pages Sales funnels Analytics Conversation Industry participation Influencers Comments Reputation Social Media Content reviews
  • 17. twitter: #NFRA | @FUZE NFRA Website Print Blogs Search Marketing Mobile Competitors PPC Landing pages Analytics Conversation Influencers Reputation Social Media Content Reviews
  • 18. twitter: #NFRA | @FUZE The world vs. your world
  • 19. twitter: #NFRA | @FUZE A new world view… • Economics have changed our values and what's important to us • We have returned to our safe zone, family • We favor intimacy over excess • We seek activities closer to home; exploring our own cities • We seek economical holidays • We have a renewed interest in the past • We have a new relationship with the environment • Others??
  • 20. twitter: #NFRA | @FUZE Bottom Line: These changes work in favor of every person in this room. How will you capitalize on it?
  • 21. twitter: #NFRA | @FUZE What else has changed?
  • 22. twitter: #NFRA | @FUZE What else has changed? The way we search, research, the devices we use, and the future generations.
  • 23. twitter: #NFRA | @FUZE What people expect • We connect on new devices; smaller and different screen • We expect relevant and consistent experiences • We expect speedy access • We expect clear content developed for us • We expect things to be where we anticipate them to be • We trust the opinions of others like us – More than we trust you • We expect honest presentations • We have very little patience
  • 24. twitter: #NFRA | @FUZE Trending topics… Real-time Search, Personalized Search standback, it’s a firehose.
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  • 33. twitter: #NFRA | @FUZE How Google Determines Real-time relevance Source: Bryan Landaburu, Fuze Google Presentation SMX West 2010
  • 34. twitter: #NFRA | @FUZE Back to reality… How do you find your customers? …or your thoughts on how they find you?
  • 35. twitter: #NFRA | @FUZE How do you find[and keep] customers? • Traditional Marketing • Search Marketing • Co-marketing • Traditional advertising • Social Media • Word of mouth • Loyalty programs • Reengagement campaigns • Retargeting • Referral programs • Communication plans • Unique positioning statements • Partnering
  • 36. twitter: #NFRA | @FUZE Site reviews… Quality is subjective, but all over the board.
  • 37. twitter: #NFRA | @FUZE What features do customers care about? Give them what they want…don’t try to steer from the passenger seat.
  • 38. twitter: #NFRA | @FUZE I argue, people only want this from you • Realistic presentation of what you offer • Professional and clear photos & videos – If low-fi, then they better be from real people • Usable directions & maps • Reservation options (preferably online) • Real time communications • Actionable promotions` • Ways to connect with you and stay in touch, passively • Light reading, zero thinking • Seasonal information • How to prepare for current conditions • Reviews and real peoples perspectives • A tour of some sort • A way to plan/share a trip
  • 39. twitter: #NFRA | @FUZE What they don’t probably care about… • Your assumption of what they should be looking for • Ornate presentations • Music and spinning objects • Lots of copy and content (a picture is worth a thousand words) • Last update 2005 • Irrelevant photos • Having to keep up with you on their own • Your website the only source of information • Your history (unless its relevant to their experience) • Your corporate structure
  • 40. twitter: #NFRA | @FUZE If your online strategy doesn’t match what customers want, what are you doing about it? [insert excuses here]
  • 41. twitter: #NFRA | @FUZE Justification[excuses] for non-action • It’s too expensive • I can just do it myself • I don’t want to do it myself • Nobody cares about this • My customers are older • That’s not where my customers come from • What we have is good enough • I am not tech-ie • I don’t have time
  • 42. twitter: #NFRA | @FUZE Maybe some of those are true, today.
  • 43. twitter: #NFRA | @FUZE Maybe some of those are true, today. Remember evolution is constant. Let’s talk about action, tomorrow…
  • 44. twitter: #NFRA | @FUZE 30ish tools in [about]30 minutes a blend of tactics, tools, new, old, yada yada.
  • 45. twitter: #NFRA | @FUZE Blog, like your career depends on it. You don’t need to be, or hire, a writer to have a good blog. The effects are far reaching…
  • 46. twitter: #NFRA | @FUZE
  • 47. twitter: #NFRA | @FUZE E-mail marketing Critical piece, why? Because believe it or not, I don’t remember who you are. Aww….sad.
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  • 52. twitter: #NFRA | @FUZE MicroSites Sometimes you need a specific place to tell a story. For advertising, for niche, to develop more content, SEO…lots of benefits.
  • 53. twitter: #NFRA | @FUZE Customer example…
  • 54. twitter: #NFRA | @FUZE ihateplascotrac.com
  • 55. twitter: #NFRA | @FUZE Testing Comparing bananas & oranges. a/b, multivariate, cross-browser, eye tracking, heat maps, wow.
  • 56. twitter: #NFRA | @FUZE People decide if they like what they see online in less than 1 second Credibility and trustworthiness is determined in 6-8 seconds
  • 57. twitter: #NFRA | @FUZE In those 6 seconds… Do I trust you? What do you do? What should I do next?
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  • 66. twitter: #NFRA | @FUZE Research It’s a vast universe of information out there. Don’t make uninformed decisions. And remember, your best source of information may not be in your own industry/niche.
  • 67. twitter: #NFRA | @FUZE
  • 68. twitter: #NFRA | @FUZE Compete example…
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  • 71. twitter: #NFRA | @FUZE Analytics Absolute necessity…we are just at the beginning. (fyi – google isnt the only option)
  • 72. twitter: #NFRA | @FUZE More than tools • Do you track how your site is trending? • Do you know what your top products are by sales, by channel? • Do you know what your ROI is on your PPC terms? • Are you looking for click-fraud? • Are you reacting to interim interest? • Are you customizing your site based on what you know about someone? • Are you tracking what people say about you/your brand? • Are you monitoring your competition? • Analytics are more than hits & visits and 1-size does not fit all
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  • 78. twitter: #NFRA | @FUZE Eye Tracking Results - simulated We ran a simulated eye tracking test on the site using this version of the homepage. Simulation reveals where peoples point of focus is and how they interact with the layout Results next…
  • 79. twitter: #NFRA | @FUZE AttentionWizard Review Simulation shows mouse movement, and simulated target points that the average user sees. Points out where the current focal point of the site is for the average user Points out where the most important message should be Not 100% accurate…this is a simulation.
  • 80. twitter: #NFRA | @FUZE
  • 81. twitter: #NFRA | @FUZE CrazyEgg Visual Visitor Trend Monitoring Tells us where people click most. How people behave based on origin. Validates changes had positive effect Sometimes things that seem obvious, are invisible.
  • 82. twitter: #NFRA | @FUZE The tried & true Send a note. Say thanks. What the hell happened to our manners?
  • 83. twitter: #NFRA | @FUZE
  • 84. twitter: #NFRA | @FUZE Get social Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter. Be responsible, be authentic.
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  • 93. twitter: #NFRA | @FUZE Other schtuff… Ways we stay organized, productive, accountable, have fun, etc.
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  • 105. twitter: #NFRA | @FUZE Q&A
  • 106. twitter: #NFRA | @FUZE In case you want to reach out and say what’s up… Drop me your business card if you want these slides. Or give us a jingle… twitter | twitter.com/fuze my blog | bryanlandaburu.com Email | bryan@ifuze.com phone | 877-879-3893 Use These

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