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MozCon 2013 Recap - Day Two
 

MozCon 2013 Recap - Day Two

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70+ slides of highlights and quotes from all of the MozCon Day #2. See all of our coverage at http://www.contentharmony.com/blog/mozcon-2013-coverage/ & ...

70+ slides of highlights and quotes from all of the MozCon Day #2. See all of our coverage at http://www.contentharmony.com/blog/mozcon-2013-coverage/ & http://www.contentharmony.com/blog/mozcon-2013-tools/

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    MozCon 2013 Recap - Day Two MozCon 2013 Recap - Day Two Presentation Transcript

    • MozCon 2013 Highlights Curated by: @KaneJamison & Beth Anderson (@JadeEJF) Content Harmony
    • MozCon 2013 Highlights Speaker: Phil Nottingham 9:00 am to 9:30 am Day 2, Session 1: Building A Winning Video Marketing Strategy Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 1: Speaker: Phil Nottingham Distilled internal study found average level of referring traffic from YouTube is 0.72% - the best performing site was REI, who had a 4.37% clickthrough rate. So, if you’re putting your branded videos on Youtube, you could be losing 99% of your potential traffic/clicks/audience… #Quote
    • MozCon 2013 HighlightsDay 2, Session 1: Speaker: Phil Nottingham But… “YouTube is the best platform for brand awareness.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 1: Speaker: Phil Nottingham “Measure engagement, not views. Engagement is what matters - you need to optimize to make sure people are sticking with it as long as they can... #Quote
    • MozCon 2013 HighlightsDay 2, Session 1: Speaker: Phil Nottingham “If you want quality, evergreen links from sites in your niche, you [can’t shoot for viral].” #Quote
    • MozCon 2013 HighlightsDay 2, Session 1: Speaker: Phil Nottingham “Refine the goals and nail it.... do one piece of content every three months instead of three pieces of content every month.” #Quote
    • MozCon 2013 Highlights Speaker: Phil Smith 9:30 am to 9:45 am Day 2, Session 2: The Next Generation of Mozscape Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 2: Speaker: Phil Smith “Depending on how you count, maybe a lot less than half of the internet changes... but if we only knew which half stayed the same, we could hang on to it and get a 2x improvement right there. The Internet is an organic phenomenon, and it follows power distribution... the majority of links only go to a handful of pages... the majority of updates only go to a handful of sites.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 2: Speaker: Phil Smith Note from Kane: I can’t specifically quote Phil in this section, but my take on his explanation of their new Meerkat platform is that the speed at which the platform will update will allow for predictive analytics and traffic estimation on Moz campaigns, and a constantly updating link index. Pretty fascinating and should allow for some very impressive improvements from the current generation of Open Site Explorer and Moz’s index. #Paraphrase
    • MozCon 2013 Highlights Speaker: Carin Overturf 9:45 am to 10:00 am Day 2, Session 3: How to Moz Lingo: Cross-Team Communication When Crisis Hits Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 3: Speaker: Carin Overturf “Making sure that everyone has a clear definition of what an emergency is. For us, five emails or tweets in 24 hours about the same issue. If engineers see operational emails, they send emails to the community help team. You want to make sure it’s really an emergency if you’re going to wake an engineer up at 8 a.m.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 3: Speaker: Carin Overturf “Practice communication with your customers during the good times and it’s going to be a lot easier and more natural when times get tough.” #Quote
    • MozCon 2013 Highlights Speaker: Aaron Wheeler 10:00 am to 10:15 am Day 2, Session 4: Empower Your Customers to Become Your Evangelists Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 4: Speaker: Aaron Wheeler “I think that customer service and inbound marketing are connected in a way we don’t often think about. Customer service is establishing [a] connection & making them feel good, but marketing comes in when you make it public.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 4: Speaker: Aaron Wheeler “People get value out of help content... build a help content strategy alongside your normal content strategy.” #Quote
    • MozCon 2013 Highlights Speaker: Miranda Rensch 10:15 am to 10:30 am Day 2, Session 5: Engineer Your Life: Agile for Work and Play Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 5: Speaker: Miranda Rensch “Agile is a process that helps you adapt over time and remember the big picture reasons you’re doing what you’re doing.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 5: Speaker: Miranda Rensch “Having personal mission statements can be a fun way to remember why you’re spending time on the things you’re spending time on.” #Quote
    • MozCon 2013 Highlights Speaker: Joanna Lord 10:50 am to 11:20 am Day 2, Session 6: Let's Play for Keeps: Building Customer Loyalty Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 6: Speaker: Joanna Lord “Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever.” -Kevin Roberts, Saatchi & Saatchi #Quote
    • MozCon 2013 HighlightsDay 2, Session 6: Speaker: Joanna Lord “Companies will not succeed without loyalty. Building a tribe, a loyal audience... is a requirement, it’s the new standard.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 6: Speaker: Joanna Lord “There should be a budget and conversations and quarterly planning for (brand loyalty marketing).” #Quote
    • MozCon 2013 Highlights Speaker: Adam Audette 11:20 am to 11:50 am Day 2, Session 7: Ecommerce SEO: Cutting Edge Tactics That Scale Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 7: Speaker: Adam Audette “If we think about the old mindsets, back then it was about chasing algorithms. Now, instead of chasing the algorithms, we want to chase the people... and thinking about the users. Search engines are a means to an end.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 7: Speaker: Adam Audette “You shouldn’t fix every server error ever, but you should fix them when they spike.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 7: Speaker: Adam Audette “Best way to handle expired products is to create a product not here page, and link back to tightly related products.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 7: Speaker: Adam Audette From RKG internal client studies, Facebook sends 30x more traffic than Google+... social sites are less than 2% of all referring traffic (for their clients). #Stats
    • MozCon 2013 Highlights Speaker: Brittan Bright 1:20 pm to 1:50 pm Day 2, Session 8: Building Your Business: Relationship and Other Critical "Soft" Skills Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 8: Speaker: Brittan Bright “We like to pretend like these soft skills are on the outskirts - but they’re central to everything. If you’re a developer, there are languages you need to code in, and it’s comforting when you know you need to have those skills. Hardcore skills can build a house, but it takes a softer touch to make a house a home.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 8: Speaker: Brittan Bright#Quote “It’s not an IQ contest... if your ideas aren’t heard, it doesn’t matter - social and emotional intelligence are really important. Understanding how to elicit an emotion in another person is a really important skill.”
    • MozCon 2013 Highlights Speaker: Kyle Rush 1:50 pm to 2:20 pm Day 2, Session 9: Win Through Optimization and Testing Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “We always had a test running, and it was always intense, the amount of traffic we had.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “If you’re not gathering data, then you’re flying blind.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “You want to observe your users using your product, otherwise you’re not going to know how they’re using it, because you are not your user.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “The first step for us in experimentation was to identify our goals at a micro and a macro level. The second step is to develop hypotheses - it’s just the scientific process that we all learned in grade school... it’s helpful in making sure you stay focused. Number three is to create experiments... and test it multiple times and create multiple experiments to test your hypotheses. Fourth is to prioritize with ROI.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “Test your ideas, and lastly, record your results. We ran 500 tests and we couldn’t always remember the result. We kept a Google doc that recorded the results, and without that we couldn’t have functioned...” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “Copy is in my experience, by far, the highest ROI you can experiment with. By making the copy more direct, we got a 21% increase on conversions. Very little development effort, but a huge change in conversions.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “An 80% faster time-to-paint caused a 14% increase in conversions... it’s not as big as the other changes... but it was $32 million worth.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “Don’t be afraid to fail - I can’t stress this enough. Only 20% of our experiments increased the conversion rate… …you can’t let that get you down.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 9: Speaker: Kyle Rush “Placing an upsell on the conversion page resulted in a 44% decrease in conversions for us. If you aren’t failing, you aren’t testing enough. You are not going to have 100% success in your tests.” #Quote
    • MozCon 2013 Highlights Speaker: Nathalie Nahai 2:20 pm to 2:50 pm Day 2, Session 10: How Gender and Cultural Differences in Web Psychology Affect the Customer Experience Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 10: Speaker: Nathalie Nahai “In all the research I did, I found there are three pillars that you need to succeed online - knowing who you’re targeting, being able to communicate with them persuasively, and using psychology to sell with integrity.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 10: Speaker: Nathalie Nahai “Risk is one of the biggest barriers to buying things online. Men tend to be less concerned about privacy, and more likely to blog with their real name. Women are still skeptical of online information, and are much more likely to blog anonymously. There is an element of sexual harassment that happens online, and we have to be aware of it.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 10: Speaker: Nathalie Nahai Design for men - flashy interactive and animated, goal-oriented/gamified, many sub-levels Design for women - attracted to colors, clean/uncluttered, prefer fewer subpage levels. #Quote
    • MozCon 2013 Highlights Speaker: Annie Cushing 2:50 pm to 3:20 pm Day 2, Session 11: Breaking Up with Your Keyword-Based KPIs Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 11: Speaker: Annie Cushing Regarding all of the incremental changes in Not Provided data: “You should be marking all of these things that chip away at your keyword data in your annotations.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 11: Speaker: Annie Cushing “It was amazing what we were able to do with [past keyword- level data], but it’s a thing of the past. Move on.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 11: Speaker: Annie Cushing “Any metric you’re isolating per keyword is junk data. Going after it is a fool’s errand. I’m not calling you a fool, just your errand.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 11: Speaker: Annie Cushing “You have to know how to work pivot tables in order to get any kind of insight. It’s one of the two most critical skills you have to know as a marketer.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 11: Speaker: Annie Cushing “You have to get in front of this [shift]. if you’re an agency, you need to have this discussion with your clients - before the inevitable day where your client comes to you saying they’re down in keyword-level KPIs. When you have an angry HiPPO and they’re coming after you, that’s not the time to say “Oh no, wait, it’s not our fault, it’s (not provided) and firefox and chrome”… …at that point it’s too late.” #Quote
    • MozCon 2013 Highlights Speaker: David Mihm 3:40 pm to 4:10 pm Day 2, Session 12: End-to-End Local Optimization Click here for slides
    • MozCon 2013 Highlights Speaker: David Mihm Day 2, Session 12: “About one in three searches has local intent - people looking for a local business, maps, weather news, etc.” #Stats
    • MozCon 2013 Highlights Speaker: David Mihm Day 2, Session 12: “Mobile is exploding... Yelp and some of the other sites in the local space report upwards of 30% of searches.” #Stats
    • MozCon 2013 Highlights Speaker: David Mihm Day 2, Session 12: “Google Places page signals, citation signals, and review signals make up nearly 50% of the [local] algorithm.” #Quote
    • MozCon 2013 Highlights Speaker: David Mihm Day 2, Session 12: “Google seems to be using largely the same algorithm on desktop as they do on mobile, but I expect that to change as Google takes in mobile signals over the next few years.” #Quote
    • MozCon 2013 Highlights Speaker: David Mihm Day 2, Session 12: “Google is now showing a lot of localized organic results, and so you really need to focus a lot more heavily on local content. Every manager or store owner should be able to write their own 200 character description for their location. Have your managers answer the top 10 most asked questions in store to get personalized unique local content on the site.” #Quote
    • MozCon 2013 Highlights Speaker: David Mihm Day 2, Session 12: “If you do want low-hanging fruit, one great technique is to create discount programs with local university/colleges.” #Quote
    • MozCon 2013 Highlights Speaker: David Mihm Day 2, Session 12: “The folks who are doing really well despite being out in the suburbs - that is who you want to pay attention to. Do a competitive analysis there.” #Quote
    • MozCon 2013 Highlights Speaker: Dana DiTomaso 4:10 pm to 4:40 pm Next Level Local Tactics: Making Your SEO Stand Out Click here for slides Day 2, Session 13:
    • MozCon 2013 Highlights Speaker: Dana DiTomaso Day 2, Session 13: “Small businesses have the smallest budgets in the world, and they think they should get the same treatment as big brands, and you explain to them that big brands have a whole team, and you expect me and my $1000 to make the same thing happen? But, I love working with small businesses... because I like seeing the things you do for them have a massive impact.” #Paraphrase
    • MozCon 2013 Highlights Speaker: Dana DiTomaso Day 2, Session 13: “Small businesses can show their heart much more easily than a giant brand can.” #Quote
    • MozCon 2013 Highlights Speaker: Dana DiTomaso Day 2, Session 13: “The question is no longer how do I come up, but how do I stand out? How do I make myself more awesome than the competition?” #Quote
    • MozCon 2013 Highlights Speaker: Dana DiTomaso Day 2, Session 13: “If you have an advertising club in your city, you should go, join, and listen to them, because they say really interesting things… but they don’t understand how to translate that to the Internet yet.” #Quote
    • MozCon 2013 Highlights Speaker: Dana DiTomaso Day 2, Session 13: “When you start to understand the conversation, you give this little tiny business a massive voice that the big brand can’t replicate... make your brand interesting, make it stand for something, make people love you.” #Quote
    • MozCon 2013 Highlights Speaker: Dana DiTomaso Day 2, Session 13: “Referral business is the best... why do we do a shitty job of getting them via the web? If I see an increase in branded traffic, that means referrals are working... I want to see that word of mouth getting out there.” #Quote
    • MozCon 2013 Highlights Speaker: Allison Urban 4:40 pm to 5:10 pm Day 2, Session 14: Cater to Your Audience via UX Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “If we want to build the kind of businesses that last... we need to think about the engine of our growth - and that’s our customers. If we think of them as people we want to delight, rather than leads or conversions, it changes everything.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “User experience is a key differentiator... because customer happiness is a leading indicator of the future health of any business.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “Usability is making things as easy to understand and usable as possible.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “Pleasure doesn’t have to be at the forefront of your app. You can incorporate just a little bit of joy pleasure and surprise, and that can work surprisingly well.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “When you send your email campaign [in MailChimp for example], people are usually relieved. Because of that, success pages are a great place to do something fun, because they’re outside of the task workflow.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “When we create emotionally engaging experiences, people stop thinking of our products as just dumb interfaces, and start thinking of them as people they want to interact with, and that’s really powerful.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “When we think about user experience, we need to think about delighting customers, and not necessarily the immediate return on investment... you need to think long-term. If we focus on profit instead of the user experience, they’d see right through us.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “To make your product meaningful, celebrate milestones, reward achievements - say thank you. That personal bit of attention can really make a difference between you and your competitors.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 14: Speaker: Allison Urban “You don’t have to be silly, you just want to be yourself, and communicate like you’re talking to a friend instead of with corporate speak. When you write something, say it out loud.” #Quote
    • MozCon 2013 Highlights Speaker: Will Critchlow 5:10 pm to 5:40 pm Day 2, Session 15: Living in the Future of User Behavior Click here for slides
    • MozCon 2013 HighlightsDay 2, Session 15: Speaker: Will Critchlow “We’re following people more than ever before. We’re getting stuff curated for us by people that we trust. We want people we trust to tell us what to read...” #Quote
    • MozCon 2013 HighlightsDay 2, Session 15: Speaker: Will Critchlow “The main reason people like brands on Facebook is because they actually like that brand.” #Quote
    • MozCon 2013 HighlightsDay 2, Session 15: Speaker: Will Critchlow “Audience fragmentation is a huge power for anyone who can own that audience... what we need to be doing is building audiences for people, because they’ve lost the power to do that...” #Quote
    • MozCon 2013 HighlightsDay 2, Session 15: Speaker: Will Critchlow “77% of mobile searches are done in a location where a PC is likely to be available... because it’s convenient.” #Stats
    • MozCon 2013 HighlightsDay 2, Session 15: Speaker: Will Critchlow “Fundamentally, the big trend that I think we need to do to make ourselves successful... is that we need to realize that we’re not gaming and tweaking little factors... but we need to be helping our businesses earn attention and gain real audiences.” #Quote
    • Thanks for checking out our coverage! Check out our full live notes and slide decks for all 3 days of MozCon 2013: Click here! Curated by: @KaneJamison & Beth Anderson (@JadeEJF) Content Harmony