Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11

Yin and Yang
of Your
WordPress site

www.bluezoocreative.com

Who We Are
Collin Condray (left brained)
15 years experience in
programming, analysis,
and strategy.
collin@bluezoocreative.com

Eric Huber (right brained)
25 years experience in
marketing, advertising, and
graphic design.
eric@bluezoocreative.com

WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

On the quantum makeup of
your digital matrix persona you
never realized existed*

design that communicates

Why Do You Have A Site?

drive sales of a product or service?

generate leads?

inform or educate?

create a community?


Design That Communicates
Good (or well)

Design That Communicates
Bad (or badly)

How Do You Communicate
Your Message?
Don’t reinvent
the wheel.

RESEARCH

David Ogilvy,
Ogilvy &
Mather Ogilvy’s research showed black
type on white was easier to read
Jakob Nielsen,
than white on black.
UseIt.com

How Do You Communicate
Your Message?

What the F?
F stands for FAST and
the pattern users view
your page

Users won’t read your
text thoroughly

The ﬁrst two
paragraphs MUST
state the most
important information


The Truth About
“Above the Fold.”
80% of Users Don’t
Scroll

Implications:
Most important info
above 800 pixels
People WILL scroll if
it’s worth it.
‘reward’ scrollers with
something good at the
bottom of the page

WordPress
and Theme Tools
Testimonial
widgets

Sliders

Contact Forms

Menus - Make
them organized
from most
important to
least.

Tricks of the Trade
Orange buttons
Color for tone and
psychology
Images that elicit an
emotional response
Navigation Madness -
Use common words.
Don’t make them think
Awards vs Proﬁts
Call-to-Action

Tricks of the Trade
Orange buttons
Color for tone and
psychology
Images that elicit an
emotional response
Navigation Madness -
Use common words.
Don’t make them think
Awards vs Proﬁts
Quit Monkeying Around!
Call-to-Action Get Online Today.


On the ‘oneness’ of all
beings in the digital ethos*

social media strategy that networks


Listen
Google

Blog Search Engines

Search.Twitter.com

Dedicated Software
(e.g. Radian6, ScoutLabs,
Nielson BuzzMetrics)


Listen

What are your
customers saying about
you? Is it good or bad?

Is there anyone already
passionate about your
brand or industry?


Engage

POST

People
Objectives
Strategy
Technology


People
Consider where
your audience
spends its time
and what they’re
ready for.


Objectives
What are your goals?

Listening – better
understand your
customers.

Get insights from your
customers to help make
marketing and product
development decisions.


Objectives


Talking/broadcasting –
spread your message.

Make an existing digital
marketing initiative
(banner/search ads) more
interactive.


Objectives

Supporting – help your
customers support each
other.

Eﬀective for organization
that have high support
costs or to connect with
groups that already exist.


Objectives

Embracing – integrate
your customers, including
helping designing your
products

Most challenging
objective, best used after
completing one of the
previous objectives.


Strategy
What change do you
want your customers
to make?

Outward action:
carry messages to
others

Inward action:
engage more with
your organization.


Technology

What social
media tools
should you use?

Use the previous
steps to decide
what technology
ﬁts best.


Organizing for Social Media
HOME BASE
The central place you
want to interact with
people that has all
your content


OUTPOSTS
A Place where you have a
presense and participate
and promote yourself

LinkedIn is the oﬃce
Facebook is the home
Twitter - Happy Hour!



PASSPORTS
Where you have proﬁle
but don’t take part in the
conversation

TweetDeck
Seesmic
Hootsuite


Complete Your Proﬁles
Make sure your target
keywords are in your proﬁle

Link back to one place, your
‘home base’ that has all the
detail about you

Be real

Use a picture
Talk about your personal
life...a little

Make it Easy to Share
Include a Facebook Connect
link, Call-to-Action buttons,
Share Funtions, or a button
that invites people to do
business with you in a
prominent place on your blog

Certain plugins can create all
of these in one place


Don’t Know What to Say?
You are probably
an expert. Talk
about what you do.
Share information
relevant to your
audience
6-1 ratio of
information-sales


Don’t Know What to Say?
Find something cool,
link to it on your site
and comment on it.
It could be as simple
as adding “This is a
great article because
_____”


Be Polite
Don’t consistently talk
about yourself and not
help others

Don’t randomly
approach followers you
barely talk to and
simply ask for favors

Don’t spam


Measure

Number of followers on
social media networks

Number of posts,
comments, tweets, etc.

Key inﬂuencers, who
already have a following
that is talking about you


Measure
What are they saying?
Good or bad and are
the good comments
increasing

Where is it occurring?
(where to focus
eﬀorts)


What Can You Do?
Improve customer
service

Correct
misinformation

Find out what the
community has an
interest in but what is
not currently being
discussed online


Make Connections
Tell everyone what
you’re building.

Exploit Strength of
Weak Ties.

Crowdsource questions
about your niche.

Don’t be afraid to
introduce yourself to
strangers.


how to transcend the
highest peaks of spirituality
in order to bring your
enlightenment to others*

marketing messaging and methods that sell

Shout it!
Tell (don’t sell)
your closest 100
friend. You’ve
got that many
on facebook,
right?

Elevator Speech

Ask “Who do
“Success is dependent on effort.” you know that I
~ Sophocles
could help?”

Power Network
Short Introduction

Ask questions and
limit talking about
yourself

Solve THEIR
problem
“The successful networkers I know, the ones
Find other ways to receiving tons of referrals and feeling truly happy
help and refer them about themselves, continually put the other
to others personʼs needs ahead of their own.” ~ Bob Burg


Free Factoids
eBooks by you
(or others with permission)

Gift to be mailed

Gift Certiﬁcates

Additional Product for
“Buying Now”
“Give every man more in use value than you take
from him in cash value; then you are adding to the
life of the world by every business transaction” –
Wallace D Wattles


Give Them the Best Deal
Use 3 to 4 price
points

Highlight the
“Best Deal”

Make it easiest
to buy the one
you want them
to buy Note: Button is ORANGE!

Ask for the sale!

Blue Zoo Creative Deals


FREE Bananas and WordCamp notebooks



20% Oﬀ our $25/month NO-contract Cheetah Plan



20% Oﬀ our $25/month NO-contract Cheetah Plan

20% Oﬀ our custom sites (up to a $500 savings)



Anyone feeling uncomfortable
being pitched to?



Anyone feeling uncomfortable
being pitched to?
It has been shown that if you’re
uncomfortable being sold TO, then YOU
are uncomfortable selling yourself


Ask for the
Sale and
Celebrate
Be a happy
proﬁtable panda!


Questions for You
What is the purpose of the
website

What key messages do you want
to communicate

Who is your customer

How do you currently connect
with customers over the internet

What does your customer need

Quit Monkeying Around!
Get Online Today.

www.bluezoocreative.com

Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (9)

Recently uploaded

Recently uploaded (20)

Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11