LOUD - Digital Download - Week 3

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This presentation is the second session of the 7 week Digital Download training course run and presented by Dominique Hind. …

This presentation is the second session of the 7 week Digital Download training course run and presented by Dominique Hind.

It gives an introduction to the customer journey, particularly engage. It covers topics like websites, landing pages and microsites.

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  • 1. Digital Download Session 3 21st March, 2011Monday, 21 March 2011
  • 2. Before we start....Monday, 21 March 2011
  • 3. Digital Quiz 1. What are the five creative guidelines for online advertising? Simple messaging, Strong branding, Clear CTA, Integrated messaging & Contextual messaging 2. What is SEO? What is SEM? Search engine optimisation Search engine marketing 3. What is included in search? Content, images, maps, videos, blogs, newsMonday, 21 March 2011
  • 4. Online Advertising Checklist 1. Simple messaging • Will users understand the execution in 5 – 7 seconds? 2. Strong branding • Will the user know who the ad is for in 5 – 7 seconds? 3. Clear CTA • Is there a strong & clear CTA on the final frame? • Inclusion of offers provide an incentive for users to click-through • Phone numbers & website addresses should not be included 4. Integrated messaging • Do the online executions share elements with the offline campaign? • Is the landing page similar to the online executions? 5. Contextual messaging • Is the online execution relevant to its media placement?Monday, 21 March 2011
  • 5. Best working practices • Have a written brief • Agree objectives & success metrics with client • Understand the context of your online media plan • Integration with offline media where applicable • Include interactive from start • Spend time briefing/discussing with media/ publishers – Ensure they understand what you are asking for • Weekly reporting • Create performance benchmarksMonday, 21 March 2011
  • 6. What you need to remember? 1. Search is more than words • Content, images, video, words 2. Search must be constant • Search isn’t just a campaign, it must be on 100% 3. Think about the detail when you build • Every detail helps push results 4. Constantly, review, refine & learn • Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Google is more than a search engineMonday, 21 March 2011
  • 7. Week 2 Homework NO EXCUSES!Monday, 21 March 2011
  • 8. Week 2 homework • Select 5 keywords that relate to your main client • Do a search in Google, Yahoo! & bing & highlight what the differences were • What was happening in SEM vs SEO? • Was your client present? you • Submit all of your findings to the LOUD Training blog id at d Wh nd? fi arch u se ow? yo y n Do ntl dif fereMonday, 21 March 2011
  • 9. The score card GOOD PEOPLE BAD PEOPLE Jules Hadrien Peter Tony Lindsey Jim TOO MANY TO Adela MENTION Richa Russell Ryan LouMonday, 21 March 2011
  • 10. LOUD Training BlogMonday, 21 March 2011
  • 11. Blog stats day Mon ... ay & ays.. Frid ey d a re kMonday, 21 March 2011
  • 12. Where are we at today? 1. Introduction to Digital 2. Customer journey: attract 3. Customer journey: engage 4. Customer journey: transact/participate 5. Customer journey: retain 6. Customer journey: grow & Summary 7. Summary & pitchMonday, 21 March 2011
  • 13. What today is about?Monday, 21 March 2011
  • 14. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM & eDM) CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteMonday, 21 March 2011
  • 15. What is Engage?Monday, 21 March 2011
  • 16. What else is Engage? Online advertising Email Technology: Marketing RSS Mobile Application marketing Development Social Websites Networks Online Content: Blogs audio, visual, video Online PR Viral Search Engine StrategyMonday, 21 March 2011
  • 17. 1. What is a Website? Encouraging consumers to engage & participate with a website 3. Social 1. Websites 2. Landing Pages 4. Key take outs NetworksMonday, 21 March 2011
  • 18. A thought about websites • “People dont want to wait. And they dont want to learn how to use a home page. • Theres no such thing as a training class or a manual for a website. • People have to be able to grasp the functioning of the site immediately after scanning the home page - for a few seconds at most.” Jakob NielsenMonday, 21 March 2011
  • 19. lon g do H ow ea giv you be What are the main websites you visit? fore w eb site e? ul eav yoMonday, 21 March 2011
  • 20. What is a website? • A website (also written Web site or simply site) is a collection of related web pages containing images, videos or other digital assets. • A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address also called URL. ni o rm foes URL U rce ated oufor? Wh R s d n taocator sLMonday, 21 March 2011
  • 21. What are the different types of websites? Landing Pages Microsites WebsitesMonday, 21 March 2011
  • 22. The most important thing about a website ne t he Defi po se p urMonday, 21 March 2011
  • 23. What is Nike’s propose?Monday, 21 March 2011
  • 24. Encourage & foster a community of passionMonday, 21 March 2011
  • 25. http://www.nissanusa.com/leaf-electric-car/index?intcmp=Electric_Car.Promo.Homepage.Home.P2#/leaf-electric-car/indexMonday, 21 March 2011
  • 26. http://www.vw.co.ukMonday, 21 March 2011
  • 27. http://www.jeep.com/hostb/sitlet/experience/media/#/capturedMonday, 21 March 2011
  • 28. http://www.mgmgrand.com/Monday, 21 March 2011
  • 29. http://www.g4tv.com/Monday, 21 March 2011
  • 30. http://moodstream.gettyimages.com/Monday, 21 March 2011
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  • 33. the t is his W ha ose of t p urp s ite?Monday, 21 March 2011
  • 34. Group exercise What were the common themes?Monday, 21 March 2011
  • 35. What do most websites have in common? • There are five things: 1. Clear purpose 2. Content is the hero 3. User engagement 4. Function & fun 5. Constantly refreshingMonday, 21 March 2011
  • 36. What do you need to know about a website? • Because it’s quick & cheap, online is often not given same attention as other mediums • Online is all about usability: – How a user gets onto a webpage: • Anticipates how to interact with it • Actually interacts with it – Ease of learning. Efficiency of use. Memorability. – Error frequency & severity. Subjective satisfaction. Usability.govMonday, 21 March 2011
  • 37. Things to remember Usability Easy SimpleMonday, 21 March 2011
  • 38. Why is usability important? • ‘The average online retailer fails to convert fully 97% of their site shoppers into site buyers, while a number of studies have demonstrated that as much as 73% of potential customers abandon their online shopping cart before they have consummated a purchase.’ Shop.org • ‘65% of US Internet users won’t patronize a poorly designed site even if it’s their favourite brand.’ Genex/Synovate eNation 2010Monday, 21 March 2011
  • 39. Things we forget • To design a usable user experience you have to understand the problem first: − who are the users? − what are their current practices? & − what are their needs? • The main barrier to this understanding is that some corporate cultures lack the courage to really listen to users.Monday, 21 March 2011
  • 40. Reality check In the words of Steve Krug: • “Web design isn’t sex! … • Web designers are confusing the Web world with the real world. • In the real world, foreplay is mandatory. But in the world of the Web, …there’s no place for foreplay. To put it bluntly, the Web is ‘Wham, Bam. Thank you Ma’am.” – Son of Web Pages That Suck, Chapter 4Monday, 21 March 2011
  • 41. Content is KING!Monday, 21 March 2011
  • 42. What is web 1.0? • One-way communications • Pretty postcards • Brochureware websites • Just another channel rong is w What .0? • Corporate speak eb 1 w ith w man n t hu • Content created by few le w a Peop ction • Static pages in tera just − NOT et is l for • Digitisation of existing tern Th e in anne r ch knowledge − a n othe sting roa dca ent b ion w rsat onve he c here − T e lsewMonday, 21 March 2011
  • 43. What is web 2.0? • Why it is different? − Design − Open source − Communications • Conversations (two-way) − Collaborations − Content creation by many − Control of content by few is gone − Mass participationMonday, 21 March 2011
  • 44. What are the different web 2.0 sites? • Social networks • Blogs • RSS • Social bookmarking • Wikis • File-sharingMonday, 21 March 2011
  • 45. What is Web 3.0? • Really undefined, but: – Smarter – Cloud – On the goMonday, 21 March 2011
  • 46. 2. What is a Landing Page? 1. Websites 2. Landing Pages 3. Microsites 4. Key take outsMonday, 21 March 2011
  • 47. What is a Landing Page? A landing page, some times known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link.Monday, 21 March 2011
  • 48. What is a landing page? The page will usually display content that is a logical extension of the advertisement or link, and that is optimised to feature specific keywords or phrases for indexing by search engines.Monday, 21 March 2011
  • 49. What is a Landing Page? Advertising Landing Pages Action (banner or SEM) (apply/buy now) Corporate website is: - too difficult to update - too hard to work with IT - legacy system doesn’t allow CMSMonday, 21 March 2011
  • 50. What are the different types of LP? • There are two different types of landing pages: Reference Transactional • A reference landing page presents information that is relevant to the visitor. • A transactional landing page seeks to persuade a visitor to complete a transaction with the goal being the immediate or eventual sale of a product or service.Monday, 21 March 2011
  • 51. Landing page vs website Single  page Single  page Single  page Single  page Single  page Single  pages ACTIONMonday, 21 March 2011
  • 52. What are some examples of Loud LP? use did ?you W hy t hem ork? ey w Did thMonday, 21 March 2011
  • 53. Why should I use a Landing Page? • Single minded communication • Creative testing inc messaging • Targeted communication & enhanced user experience • Emphasise call-to-action • Increase conversion ratesMonday, 21 March 2011
  • 54. What are the rules of an effective Landing Page? 1. Well merchandised offer with hero benefit 2. No navigation, strong branding ￿ 3. Only one action - Apply, Download, Enquire 4. Make it as visual as possible, but simple 5. Multiple Click PointsMonday, 21 March 2011
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  • 63. What are the key take outs? • Design: The designs don’t have to be pretty, they just need to work • Functional: There needs to be a lot of links Minimal navigation • Content: Relevant to how you got there (extend the offer)Monday, 21 March 2011
  • 64. Six elements for effective Landing Pages • Six elements that affect the performance of landing pages: 1. Friction • How much work the visitor has to do (this includes the reading) 2. Incentives • Extras that are thrown in to sweeten the deal 3. Visitor motivation • How much they want what you have 4. Value proposition • The perception visitors have of you and what you are selling 5. Anxiety • The perceived risk to the visitorMonday, 21 March 2011
  • 65. Where & how to use a Landing Page? message MESSAGE  1 MESSAGE  2 MESSAGE  3 MESSAGE  4 Online Save  15%,  buy  GIO  car   Enter  your  postcode  &   Top  5  reasons  for   Get  a  quick  quote insurance  online save  15%  online extensive  cover  (checklist) (dynamic  banner) Landing page CONTENT CONTENT CONTENT CONTENT 1.  Save  15%  (based  on   1.  Save  15% 1.  Save  15%  in  postcode 1.  Breadth  of  cover   quote) 2.  Breadth  of  cover 2.  Breadth  of  cover 2.  Save  15% 2.  Breadth  of  cover Quote information (postcode, car) Retargeting VALUE  MESSAGE/   VALUE  MESSAGE/   VALUE  MESSAGE/   VALUE  MESSAGE/   OFFER OFFER OFFER OFFERMonday, 21 March 2011
  • 66. What it takes to build a Landing Page? • There are a few key elements: Content • Primary message (offer specific) • Secondary message (value/brand focus) Look & feel • Simple design that can turned into a template • Clear areas for Call To Action buttons/areas Build • Ensure there are multiple links/buttons and actions • Try to start application process on the landing page • Make sure analytics are includedMonday, 21 March 2011
  • 67. How does that translate to build? What  are  the  objecRves?   What  is  the  template   What  is  the  best  way  to   Where  will  the  landing   What  are  the  results?   What  do  you  need  to  be   look  &  feel? build  this  quickly  &   pages  live? What  CTA  is  working   communicaRng? What  elements  need  to   ensure  it  is  updated   best? be  updated? easily? What  landing  page  is   What  analyRcs  code  is   geWng  the  best  results? included?Monday, 21 March 2011
  • 68. What does it cost? • As an approximate, if you had $10,000 you could get 4 pages: 1 x template 3 x designs (pages) • BUT, that wouldn’t cover reporting & reporting is important so make an allowance of between $2,000 - $4,000.Monday, 21 March 2011
  • 69. Landing Page: a quick summary • Landing pages can be used for every campaign • Landing pages work best with Search Engine Marketing & online advertising • Landing pages are important when you want to provide a single minded message & great for increasing campaign effectiveness • Landing pages are templated so they are easy to develop & cost effectiveMonday, 21 March 2011
  • 70. Group exerciseMonday, 21 March 2011
  • 71. What do you think? • As a group, critique these landing pages for online savings accounts: – What do you like & dislike? – What would you do differently? – What do you think you could use for your clients?Monday, 21 March 2011
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  • 84. What do you think? • In your groups, think about your pitch project: – Do you think you need landing pages? – If so, what do you think you should do for your landing pages? – What would you take from the learnings? – What do you think you would leave?Monday, 21 March 2011
  • 85. Jargon time out! Any questions before we get started?Monday, 21 March 2011
  • 86. 3. What is a Microsite? 1. Websites 2. Landing Pages 3. Microsites 4. Key take outsMonday, 21 March 2011
  • 87. What is a microsite? • A microsite, also known as a minisite or weblet, is an Internet web design term referring to a cluster of pages which are meant to function as an auxiliary supplement to a primary website. • The microsites main landing page most likely has its own domain name or subdomain. life self ited pose Lim pur SetMonday, 21 March 2011
  • 88. eyo nd a ng b page ovi ng M la ndiMonday, 21 March 2011
  • 89. Jargon time out! Any questions before we get started?Monday, 21 March 2011
  • 90. 4. What are the key take outs? Summary 3. Social 1. Websites 2. Landing Pages 4. Key take outs NetworksMonday, 21 March 2011
  • 91. Customer journey - engage Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM & eDM) CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteMonday, 21 March 2011
  • 92. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT HEALTHY PROFIT PROFITABLE LEAST SCOPE CREEP POTENTIAL SCOPE CREEP SCOPE CREEPMonday, 21 March 2011
  • 93. The most important thing before starting ne t he Defi po se p urMonday, 21 March 2011
  • 94. What do most websites have in common? • There are five things: 1. Clear purpose 2. Content is the hero 3. User engagement 4. Function & fun 5. Constantly refreshingMonday, 21 March 2011
  • 95. What are the rules of an effective Landing Page? 1. Well merchandised offer with hero benefit 2. No navigation, strong branding ￿ 3. Only one action - Apply, Download, Enquire 4. Make it as visual as possible, but simple 5. Multiple Click PointsMonday, 21 March 2011
  • 96. Landing Page: a quick summary • Landing pages can be used for every campaign • Landing pages work best with Search Engine Marketing & online advertising • Landing pages are important when you want to provide a single minded message & great for increasing campaign effectiveness • Landing pages are templated so they are easy to develop & cost effectiveMonday, 21 March 2011
  • 97. Weekly homework NO EXCUSES!Monday, 21 March 2011
  • 98. Week 3 homework • Pick one of your clients • Review their current website & any landing pages they are doing – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you engage with there site? – What else should they be doing? • Submit all of your findings to the LOUD Training blogMonday, 21 March 2011
  • 99. Your Pitch Presentation er Get started now ind A remMonday, 21 March 2011
  • 100. What is the background? • There is a new online savings product launching for a client you are going after • They have a $750,000 online only budget for the initial launch & 12 months to spend • There is a separate budget for offline activity, but it isn’t that much • They want to achieve the following objectives: – Open 300 accounts a week – Get a database of prospective clients - 25,000 within the first 6mths – Become visible & known for the productMonday, 21 March 2011
  • 101. What you need to do? • You need to: – Identify the audience – Understand what they are doing online & where they are going to – Put together a plan for the launch & then ongoing communications for 12 months – Identify how you are going to meet the objectives – Put together a plan for tracking & continuous improvementMonday, 21 March 2011
  • 102. Jargon time out Questions ThoughtsMonday, 21 March 2011
  • 103. Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015Monday, 21 March 2011
  • 104. Monday, 21 March 2011