Don’t Panic!! 101 Guide to Web Marketing and Online PR Roger Warner, C&M* 27.02.09 [email_address] http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk

About C&M* and I… Me C&M*: Online PR Consultancy Founded 2008 Based in good old Sussex by the Sea Works with: IBM, Cisco, Squiz, ShipServ Plus agencies: Text100, Velocity Partners

Me

C&M*: Online PR Consultancy

Founded 2008

Based in good old Sussex by the Sea

Works with: IBM, Cisco, Squiz, ShipServ

Plus agencies: Text100, Velocity Partners

What You’ll Get… Examples of good, bad and ugly x3 ways to build better web sites x3 ideas to drive new traffic A little buzzword bingo Enough know-how to blow a snooty web consultant away…

Examples of good, bad and ugly

x3 ways to build better web sites

x3 ideas to drive new traffic

A little buzzword bingo

Enough know-how to blow a snooty web consultant away…

Agenda AM: Digital Marketing 101 Interweb theories Best practise Usability, Findability, Sociability Planning Content Best Practices Lunch PM: Workshop

AM: Digital Marketing 101

Interweb theories

Best practise

Usability, Findability, Sociability

Planning Content Best Practices

Lunch

PM: Workshop

Unified Theories of Interweb A disclaimer… Nassim Nicholas Taleb, author of Fooled by Randomness and The Black Swan says: Don’t Trust Anyone in a Tie Our theory: Don’t Trust Anyone with a Unified Theory of Interweb PPT deck The truth is out there, somewhere This is a non-witchcraft guide Shut me up, ask questions, challenge

A disclaimer…

Nassim Nicholas Taleb, author of Fooled by Randomness and The Black Swan says: Don’t Trust Anyone in a Tie

Our theory: Don’t Trust Anyone with a Unified Theory of Interweb PPT deck

The truth is out there, somewhere

This is a non-witchcraft guide

Shut me up, ask questions, challenge

Buzzword Scorecard What’s on your mind…? Cases… http://www.the-logic-group.com http://www.carlton.ca http://www.yespay.com http://www.postilion.com http://www.datacash.com

What’s on your mind…?

Cases…

http://www.the-logic-group.com

http://www.carlton.ca

http://www.yespay.com

http://www.postilion.com

http://www.datacash.com

Build it and They Will Come?

Will People Come? There is no Ray Liotta There is no magic There are no voices This isn’t Hollywood You may believe in magic but it may not happen It’s just you and your team and 50 zillion other web sites

There is no Ray Liotta

There is no magic

There are no voices

This isn’t Hollywood

You may believe in magic but it may not happen

It’s just you and your team and 50 zillion other web sites

The Book-Ends Theory I love this as a piece of doodle art But as a web site? FAIL!

The Corporate Theory I, Me, MINE!!!!! About, Products, Bla, Bla, Bla, Flatline, Zzzzz. FAIL!

The User-Centric Theory << Plenty of this going on… Great content planning. YAY!

The User-Centric Theory #2 Stories that talk to me!! YAY!

The User-Centric Theory #3 Navigation just for me!!?? YAY!

The Findable Theory Mmmm….CRM you say!!?? WIN!

The Social Theory All this cool stuff for FREE!!?? WIN!

Gratuitous Consultant Chart #1

Best Practise Web Marketing Think like a user (or a tool) Think like spider(man) Be free and very promiscuous … ie, a helpful superhero from downtown Haight-Ashbury, circa 1966

Think like a user (or a tool)

Think like spider(man)

Be free and very promiscuous

… ie, a helpful superhero from downtown Haight-Ashbury, circa 1966

Heated Debate / Hot Coffee Then we’ll look at: Being usable Being findable Being social

Usability: Think Like a User/Tool Don’t Make Me Think! Top x3 users Top x3 user goals? Top x3 messages? Top x3 content assets? (Get the Post-It notes out)

Don’t Make Me Think!

Top x3 users

Top x3 user goals?

Top x3 messages?

Top x3 content assets?

(Get the Post-It notes out)

Let Go a Little… Navigation courtesy of ‘people like you’ WIN!

Let Go a Little More… Navigation courtesy of ‘people like you’ WIN!

Let Go Even More… Decision support courtesy of ‘people like you’ WIN!

OCD is Easy as ABC Context is King The bake off: search for ‘baby pushchairs’ Kiddicare vs Babystore Direct Context & decision support vs Keywords

Context is King

The bake off: search for ‘baby pushchairs’

Kiddicare vs Babystore Direct

Context & decision support vs Keywords

Scorecard Usable Findable Social

Usable

Findable

Social

Buzzword Bingo / Questions Any takers…??? Q&A…??

Any takers…???

Q&A…??

Build it and be Findable SpiderThunk: loyalty programme SpiderThinking… Loyalty programme = 320 searches per month Rewards program = 49,500 per month Incentive programs = 27,100 per month Loyalty program = 18,100 per month

SpiderThunk: loyalty programme

SpiderThinking…

Loyalty programme = 320 searches per month

Rewards program = 49,500 per month

Incentive programs = 27,100 per month

Loyalty program = 18,100 per month

You Are Here Content Optimised for brand terms - Corp Think: FAIL!

Read Like a Human Jakob Nielsen ‘ F-Shaped Pattern for Reading Web Content ’

Read Like a Spider

Make Like a Spider Meta title: 70 chars Meta description: 180 chars URL’s: Keywords Navigation: Keywords Page title (h1): Keywords Sub heads (h2, etc): Keywords … etc: linkage, bold, body, tags, footers

Meta title: 70 chars

Meta description: 180 chars

URL’s: Keywords

Navigation: Keywords

Page title (h1): Keywords

Sub heads (h2, etc): Keywords

… etc: linkage, bold, body, tags, footers

Scorecard Usable Findable Social

Usable

Findable

Social

Buzzword Bingo / Questions Any takers…??? Q&A…??

Any takers…???

Q&A…??

Build it and be Social Social = make good, shareable content Good content = good SEO Good content and SEO = good usability Goal = good distribution Not a new thought Just new tools and techniques

Social = make good, shareable content

Good content = good SEO

Good content and SEO = good usability

Goal = good distribution

Not a new thought

Just new tools and techniques

Gratuitous Consultant Chart #2

How We Use the Web Today Alexa Global Top 500

Alexa Global Top 500

How We Use the Web Today #2

Browsing is DEAD! We use filters and tools We do searches and we get alerts Bookmarking: Delicious Microblogging: Twitter Social Networking: LinkedIn / Facebook Blogging: Wordpress Social Media: YouTube Social Sharing: Stumbleupon

We use filters and tools

We do searches and we get alerts

Bookmarking: Delicious

Microblogging: Twitter

Social Networking: LinkedIn / Facebook

Blogging: Wordpress

Social Media: YouTube

Social Sharing: Stumbleupon

Browsing is DEAD! Question: what has the most influence on your web browsing habits? People (friends, family, colleagues)?? Advertising (TV, radio, banners)?? Editorial (magazines, online, blogs)??

Question: what has the most influence on your web browsing habits?

People (friends, family, colleagues)??

Advertising (TV, radio, banners)??

Editorial (magazines, online, blogs)??

Social Theory of the Interweb Shock! Horror! Most web interactions with your brand aren’t on your web site ‘ Build it and they will come’ is uber-flawed New social rules You don’t host the parties You need to go find them You need to make nice You need to invite people back to yours

Shock! Horror! Most web interactions with your brand aren’t on your web site

‘ Build it and they will come’ is uber-flawed

New social rules

You don’t host the parties

You need to go find them

You need to make nice

You need to invite people back to yours

Help a Brother Out Goal 1: find your communities Goal 2: participate productively Goal 3: give them something useful Goal 4: give them something shareable Goal 5: give them something for free ie, become more sociable and interesting White Papers >> Videos FAQs >> Blogs Reports >> Widgets

Goal 1: find your communities

Goal 2: participate productively

Goal 3: give them something useful

Goal 4: give them something shareable

Goal 5: give them something for free

ie, become more sociable and interesting

White Papers >> Videos

FAQs >> Blogs

Reports >> Widgets

Content: Home and Away Home Change your editorial outlook Publish more social content RSS everything Away Publish on sharing platforms: SlideShare Distribute freely: PitchEngine Get engaged: blog, comment, discuss, Q&A

Home

Change your editorial outlook

Publish more social content

RSS everything

Away

Publish on sharing platforms: SlideShare

Distribute freely: PitchEngine

Get engaged: blog, comment, discuss, Q&A

Oooh! More Chartware!

Brazen Ad: The Dashboard C&M Online PR Dashboard (AKA ‘CrackBoard’)

C&M Online PR Dashboard (AKA ‘CrackBoard’)

Shut Up, Listen and Spin Shut up and listen Monitor & target Spin Create (optimised) Seed & engage Measure Repeat!

Shut up and listen

Monitor & target

Spin

Create (optimised)

Seed & engage

Measure

Repeat!

Scorecard Usable Findable Social

Usable

Findable

Social

Buzzword Bingo / Questions Any takers…??? Q&A…??

Any takers…???

Q&A…??

Back to the C-Word Rip up the book(ending) Atomise your content Content is data, data is marketing Ashley Friedlein, Econsultancy Think like a CMS Metadata, feeds, tags, assets, excerpts, etc Your brand = a syndication of your content

Rip up the book(ending)

Atomise your content

Content is data, data is marketing

Ashley Friedlein, Econsultancy

Think like a CMS

Metadata, feeds, tags, assets, excerpts, etc

Your brand = a syndication of your content

Brand = Feed Aggregation Blog post Blog comment Tweet Social media bulletin Video Widget Article Press release PPC … etc

Unified Theory of Web Love

SIMPLE MEASUREMENT Conversions! Sales and signups Blog comments Polls completed … etc Home (Analytics) Volumes Time on Page # page views Bounce rates Top content Away (online PR / Social) Top referrers Re-Tweets Blog mentions Bookmarks ‘ Views’ (eg, YouTube)

Conversions!

Sales and signups

Blog comments

Polls completed

… etc

Home (Analytics)

Volumes

Time on Page

# page views

Bounce rates

Top content

Away (online PR / Social)

Top referrers

Re-Tweets

Blog mentions

Bookmarks

‘ Views’ (eg, YouTube)

Further Reading Don’t Make Me Think: Steve Krug Building Findable Web Sites: Aaron Walter Get to the Top on Google: David Viney Open Here: Paul Mijksenaar Online PR 101’s: C&M* / Roger Warner

Qs and As ?? ?? ??

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My Scorecard… x3 ways to build better web sites?? x3 ideas to drive new traffic?? Enough know-how to blow a snooty web consultant away…?? How did I do?

x3 ways to build better web sites??

x3 ideas to drive new traffic??

Enough know-how to blow a snooty web consultant away…??

How did I do?