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

Yin and Yang of Your WordPress sitewww.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.comWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

On the quantum makeup of your digital matrix persona you never realized existed* design that communicatesWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Why Do You Have A Site? drive sales of a product or service? generate leads? inform or educate? create a community?WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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.comWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.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 informationWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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

WordPress and Theme Tools Testimonial widgets Sliders Contact Forms Menus - Make them organized from most important to least.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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-ActionWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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

On the ‘oneness’ of all beings in the digital ethos* social media strategy that networksWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Listen Google Blog Search Engines Search.Twitter.com Dedicated Software (e.g. Radian6, ScoutLabs, Nielson BuzzMetrics)WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Listen What are your customers saying about you? Is it good or bad? Is there anyone already passionate about your brand or industry?WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Engage POST People Objectives Strategy TechnologyWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

People Consider where your audience spends its time and what they’re ready for.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Objectives What are your goals? Listening – better understand your customers. Get insights from your customers to help make marketing and product development decisions.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Objectives What are your goals? Talking/broadcasting – spread your message. Make an existing digital marketing initiative (banner/search ads) more interactive.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Objectives What are your goals? Supporting – help your customers support each other. Eﬀective for organization that have high support costs or to connect with groups that already exist.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Objectives What are your goals? Embracing – integrate your customers, including helping designing your products Most challenging objective, best used after completing one of the previous objectives.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Strategy What change do you want your customers to make? Outward action: carry messages to others Inward action: engage more with your organization.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Technology What social media tools should you use? Use the previous steps to decide what technology ﬁts best.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Organizing for Social Media HOME BASE The central place you want to interact with people that has all your contentWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Organizing for Social Media OUTPOSTS A Place where you have a presense and participate and promote yourself LinkedIn is the oﬃce Facebook is the home Twitter - Happy Hour!WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Organizing for Social Media PASSPORTS Where you have proﬁle but don’t take part in the conversation TweetDeck Seesmic HootsuiteWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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

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

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-salesWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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

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

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

Measure What are they saying? Good or bad and are the good comments increasing Where is it occurring? (where to focus eﬀorts)WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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

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

how to transcend the highest peaks of spirituality in order to bring your enlightenment to others* marketing messaging and methods that sellWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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

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

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

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

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

Blue Zoo Creative Deals FREE Bananas and WordCamp notebooksWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Blue Zoo Creative Deals FREE Bananas and WordCamp notebooks 20% Oﬀ our $25/month NO-contract Cheetah PlanWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Blue Zoo Creative Deals FREE Bananas and WordCamp notebooks 20% Oﬀ our $25/month NO-contract Cheetah Plan 20% Oﬀ our custom sites (up to a $500 savings)WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Blue Zoo Creative Deals Anyone feeling uncomfortable being pitched to?WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Blue Zoo Creative Deals Anyone feeling uncomfortable being pitched to? It has been shown that if you’re uncomfortable being sold TO, then YOU are uncomfortable selling yourselfWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

Ask for the Sale and Celebrate Be a happy proﬁtable panda!WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com

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

Quit Monkeying Around! Get Online Today. www.bluezoocreative.com

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

by Eric Huber on Jul 30, 2011

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