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@blue...
On the quantum makeup of  your digital matrix persona you      never realized existed*                 design that communi...
Why Do You Have A Site?                  drive sales of a product or service?                  generate leads?            ...
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 &     Math...
How Do You Communicate     Your Message?
How Do You Communicate     Your Message?
How Do You Communicate     Your Message?
How Do You Communicate     Your Message?
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 tw...
The Truth About                “Above the Fold.”   80% of Users Don’t   Scroll   Implications:     Most important info    ...
WordPress               and Theme Tools  Testimonial  widgets  Sliders  Contact Forms  Menus - Make  them organized  from ...
Tricks of the Trade   Orange buttons   Color for tone and   psychology   Images that elicit an   emotional response   Navi...
Tricks of the Trade   Orange buttons   Color for tone and   psychology   Images that elicit an   emotional response   Navi...
Tricks of the Trade   Orange buttons   Color for tone and   psychology   Images that elicit an   emotional response   Navi...
Tricks of the Trade   Orange buttons   Color for tone and   psychology   Images that elicit an   emotional response   Navi...
Tricks of the Trade   Orange buttons   Color for tone and   psychology   Images that elicit an   emotional response   Navi...
On the ‘oneness’ of all   beings in the digital ethos*                  social media strategy that networksWordCamp Fayett...
Listen   Google   Blog Search Engines   Search.Twitter.com   Dedicated Software   (e.g. Radian6, ScoutLabs,   Nielson Buzz...
Listen   What are your   customers saying about   you? Is it good or bad?   Is there anyone already   passionate about you...
Engage      POST         People         Objectives         Strategy         TechnologyWordCamp Fayetteville Presentation b...
People   Consider where   your audience   spends its time   and what they’re   ready for.WordCamp Fayetteville Presentatio...
Objectives   What are your goals?   Listening – better   understand your   customers.   Get insights from your   customers...
Objectives    What are your goals?   Talking/broadcasting –   spread your message.   Make an existing digital   marketing ...
Objectives   What are your goals?   Supporting – help your   customers support each   other.   Effective for organization  ...
Objectives   What are your goals?   Embracing – integrate   your customers, including   helping designing your   products ...
Strategy   What change do you   want your customers   to make?      Outward action:      carry messages to      others    ...
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 conte...
Organizing for Social Media   OUTPOSTS   A Place where you have a   presense and participate   and promote yourself     Li...
Organizing for Social Media   PASSPORTS   Where you have profile   but don’t take part in the   conversation      TweetDeck...
Complete Your Profiles   Make sure your target   keywords are in your profile   Link back to one place, your   ‘home base’ t...
Make it Easy to Share   Include a Facebook Connect   link, Call-to-Action buttons,   Share Funtions, or a button   that in...
Don’t Know What to Say?   You are probably   an expert. Talk   about what you do.   Share information   relevant to your  ...
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...
Be Polite   Don’t consistently talk   about yourself and not   help others   Don’t randomly   approach followers you   bar...
Measure   Number of followers on   social media networks   Number of posts,   comments, tweets, etc.   Key influencers, who...
Measure    What are they saying?    Good or bad and are    the good comments    increasing    Where is it occurring?    (w...
What Can You Do?  Improve customer  service  Correct  misinformation  Find out what the  community has an  interest in but...
Make Connections   Tell everyone what   you’re building.   Exploit Strength of   Weak Ties.   Crowdsource questions   abou...
how to transcend the  highest peaks of spirituality     in order to bring your   enlightenment to others*            marke...
Shout it!                                                         Tell (don’t sell)                                       ...
Power Network    Short Introduction    Ask questions and    limit talking about    yourself    Solve THEIR    problem     ...
Free Factoids     eBooks by you     (or others with permission)     Gift to be mailed     Gift Certificates    Additional P...
Give Them the Best Deal  Use 3 to 4 price  points  Highlight the  “Best Deal”  Make it easiest  to buy the one  you want t...
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...
Blue Zoo Creative Deals   FREE Bananas and WordCamp notebooks   20% Off our $25/month NO-contract Cheetah PlanWordCamp Faye...
Blue Zoo Creative Deals   FREE Bananas and WordCamp notebooks   20% Off our $25/month NO-contract Cheetah Plan   20% Off our...
Blue Zoo Creative Deals Anyone feeling uncomfortable being pitched to?WordCamp Fayetteville Presentation by Blue Zoo Creat...
Blue Zoo Creative Deals Anyone feeling uncomfortable being pitched to?  It has been shown that if you’re  uncomfortable be...
Ask for the  Sale and Celebrate        Be a happy     profitable panda!WordCamp Fayetteville Presentation by Blue Zoo Creat...
Questions for You   What is the purpose of the   website   What key messages do you want   to communicate   Who is your cu...
Quit Monkeying Around!  Get Online Today.          www.bluezoocreative.com
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Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11

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Blue Zoo Creative presents the Yin & Yang of Your WordPress site at the 2011 WordCamp in Fayetteville, Arkansas. Co-owners Collin Condray and Eric Huber discussed how to create designs that communicate, social media for networking, and maintaining a consistent marketing message. Our message? "Quit Monkeying Around! Get Online Today." www.bluezoocreative.com #wcfay

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

  1. 1. Yin and Yang of Your WordPress sitewww.bluezoocreative.com
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Design That Communicates Good (or well)
  6. 6. Design That Communicates Bad (or badly)
  7. 7. 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
  8. 8. How Do You Communicate Your Message?
  9. 9. How Do You Communicate Your Message?
  10. 10. How Do You Communicate Your Message?
  11. 11. How Do You Communicate Your Message?
  12. 12. How Do You Communicate Your Message?
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. On the ‘oneness’ of all beings in the digital ethos* social media strategy that networksWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  22. 22. 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
  23. 23. 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
  24. 24. Engage POST People Objectives Strategy TechnologyWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  25. 25. People Consider where your audience spends its time and what they’re ready for.WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. Blue Zoo Creative DealsWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  50. 50. Blue Zoo Creative Deals FREE Bananas and WordCamp notebooksWordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  51. 51. 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
  52. 52. 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
  53. 53. Blue Zoo Creative Deals Anyone feeling uncomfortable being pitched to?WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  54. 54. 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
  55. 55. Ask for the Sale and Celebrate Be a happy profitable panda!WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  56. 56. 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
  57. 57. Quit Monkeying Around! Get Online Today. www.bluezoocreative.com

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