FUZE | National Forest Recreation Association Day 1

twitter: #NFRA | @FUZE
National Forest Recreation Association 2010 – Day 1
What’s Happenin’ Out There?
presented by
Bryan Landaburu (@fuze)
President
Fuze

Hi. My name is Bryan.

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

Clients

What are we talking about?

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???

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

Why did you decide to come to this
conference, and…
…what did you hope to get out of it?

How has this year been for you?
Are you more or less inspired in 2010?

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

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

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

How marketing used to be…
Old
Corporation
Radio
TV
Website
PRMedia
Print
Outdoor

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

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

NFRA
Website
Print
Blogs
Search
Marketing
Mobile
Competitors
PPC
Landing
pages
Analytics
Conversation
Influencers
Reputation
Social Media
Content
Reviews

The world vs. your world

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??

Bottom Line:
These changes work in favor of
every person in this room.
How will you capitalize on it?

What else has changed?

What else has changed?
The way we search, research, the devices we use, and the
future generations.

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

Trending topics…
Real-time Search,
Personalized Search
standback, it’s a firehose.

How Google Determines Real-time relevance
Source:
Bryan Landaburu, Fuze
Google Presentation
SMX West 2010

Back to reality…
How do you find your customers?
…or your thoughts on how they find you?

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

Site reviews…
Quality is subjective, but all over the board.

What features do customers care
about?
Give them what they want…don’t try to steer from the
passenger seat.

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

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

If your online strategy doesn’t match
what customers want, what are you
doing about it?
[insert excuses here]

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

Maybe some of those are true,
today.

Maybe some of those are true,
today.
Remember evolution is constant.
Let’s talk about action, tomorrow…

30ish tools in [about]30 minutes
a blend of tactics, tools, new, old, yada yada.

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…

E-mail marketing
Critical piece, why? Because believe it or not, I don’t remember
who you are. Aww….sad.

MicroSites
Sometimes you need a specific place to tell a story. For advertising,
for niche, to develop more content, SEO…lots of benefits.

Customer example…

ihateplascotrac.com

Testing
Comparing bananas & oranges.
a/b, multivariate, cross-browser, eye tracking, heat maps, wow.

People decide if they like what they
see online in less than 1 second
Credibility and trustworthiness is determined in 6-8 seconds

In those 6 seconds…
Do I trust
you?
What do you
do?
What should
I do next?

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.

Compete example…

Analytics
Absolute necessity…we are just at the beginning.
(fyi – google isnt the only option)

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

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…

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.

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.

The tried & true
Send a note. Say thanks. What the hell happened to our manners?

Get social
Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter.
Be responsible, be authentic.

Other schtuff…
Ways we stay organized, productive, accountable, have fun, etc.

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
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FUZE | National Forest Recreation Association Day 1

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