Audience Development

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    Audience Development - Presentation Transcript

    1. audience development pivotal to success Wednesday, March 25, 2009
    2. audience development is split between retaining satisfied customers and growing the customer base Wednesday, March 25, 2009
    3. split between customer acquisition and customer retention Wednesday, March 25, 2009
    4. customer acquisition Wednesday, March 25, 2009
    5. one manage SEO of all pages taking into consideration current best practice misterbisson Wednesday, March 25, 2009
    6. best practice by order of importance on page <title> tag keyword frequency and density keyword in headings keyword in document name meta name description meta name keywords off page link anchor text contains keyword more backlinks (higher PageRank) link popularity within the site's internal link structure page assessed as a hub page assessed as an authority link velocity (rate at which changes) thanks Dave Chaffey Wednesday, March 25, 2009
    7. best practice... and remember •balance paid & organic listings •blended/universal results •search term research & targeting •ensure site design is search friendly •avoid duplicate content & multiple site issues •get authoritative mentions by going beyond linkbait thanks Dave Chaffey Wednesday, March 25, 2009
    8. and when youʼve done that work on the 77 tips found here Wednesday, March 25, 2009
    9. two network with SEO and audience development professionals to keep abreast of current best practice and innovations within the sector mike bartley Wednesday, March 25, 2009
    10. make sure you are on Linkedin and join the audience development group Digital Publishing Network LinkedSEO Group make sure you are on Twitter and follow the right people Wednesday, March 25, 2009
    11. three run inhouse guerilla SEO best practice workshops - in collaboration with marketing departments - for content teams and front-end development oriano mada Wednesday, March 25, 2009
    12. for content teams look no further than presenting the BASIC principles of online journalism for development teams look no further than running through Point One Wednesday, March 25, 2009
    13. four develop content sharing partnerships with third parties stabilo boss Wednesday, March 25, 2009
    14. •research your sector and communicate with competitors direct and indirect and any other sites with similar content •start non-commercial content sharing by linking to each otherʼs content remember - the link is king Wednesday, March 25, 2009
    15. five Linkbuilding ensure that you link from your content remember - itʼs a conversation the web conversation should have no walls build up links d'arcy norman Wednesday, March 25, 2009
    16. tools and people that can help Publish2.0 Onlinejournalism Newsless Buzzmachine Silobreaker Daylife Yahoo Buzz delicious digg and Twitter Tools Wednesday, March 25, 2009
    17. six manage Social Media reputation: embrace trends such as microblogging tool Twitter as access to new audiences and method of communicating with existing audience Wednesday, March 25, 2009
    18. “Dell made $1m worth of business from Twitter” Twitter Tools Twitterfall Monitter Twitseeker PleaseRT.me and Retweetist - retweeting tools Filttr - filtering Twitter beamagpie - advertising Twist - trends Twitbot retweetradar twilert - email alerts Pingvine and Twitterfeed- RSS aggregator Wednesday, March 25, 2009
    19. seven for content/news sites: every morning email a list of keywords to be used in titles and intros for the dayʼs content Google Trends Google Keyword Search Google Insights kevin dooley Wednesday, March 25, 2009
    20. customer retention Wednesday, March 25, 2009
    21. one strengthen culture where customer retention is as important and vital to the business as customer acquisition simon shek Wednesday, March 25, 2009
    22. •customer feedback should be viewed as some of the most important data available •involve all employees in positive and negative feedback •from it all employees will learn •what is important what is relevant what can be done to make positive change Wednesday, March 25, 2009
    23. two customer retention is an ongoing conversation and that conversation requires managing and developing day to day phil campbell Wednesday, March 25, 2009
    24. get to know your customers •beta groups •customer feedback roundtables •user testing •outbound calling involve all departments including marketing, product and contact centre to develop a better understanding of customer's needs and requirements Wednesday, March 25, 2009
    25. three action customer feedback and develop further customer loyalty and feedback to customer the positive changes you have made jacob botter Wednesday, March 25, 2009
    26. four increase online dialogue with customers with a willingness and courage to publish and share concerns, questions, grievances orin optiglot Wednesday, March 25, 2009
    27. five continually test important areas of the site using no/low-cost tools and action feedback into site enhancements/ tweaks/BAU improvements Wednesday, March 25, 2009
    28. tools and people that can help •Website Grader •web accessibility tools •Userfly and Feedbackarmy - user testing •Yahoo Site Explorer •Silverback - guerilla user testing •SEODigger •Chalkmark, Treejack, OptimalSort at Optimal Workshop Wednesday, March 25, 2009
    29. six create ʻuser experience teamʼ with existing members of staff to place the user voice into decisions paul veugen Wednesday, March 25, 2009
    30. even if the team is only of ʻoneʼ a lot can be done reference Leah Buleyʼs How to be a UX Team of One explanation and extensive resources can be found in the UX Delicious search Wednesday, March 25, 2009
    31. seven reputation management: monitor the web for discussion (positive/ negative) and proactively re-act Wednesday, March 25, 2009
    32. set yourself up with the monitoring tools for Twitter and Google Alerts Trackur (+ free guide) Reputation Radian6 Scoutlabs IdeaScale Kampyle Getsatisfaction Uservoice Wednesday, March 25, 2009
    33. matthew solle solle.me Wednesday, March 25, 2009

    + matthew sollematthew solle, 8 months ago

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