Owned Media

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Notes on website usability, content marketing, social media, video, email marketing and mobile for a digital marketing class.

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  • http://www.emarketer.com/Article.aspx?R=1009296
  • Owned Media

    1. 1. Owned Media March 18, 2013
    2. 2. House Rules• Interrupt me – No, really. It’s OK.• Ask questions• Something specific? – I’ll stick around after 2
    3. 3. Paid 3
    4. 4. Earned 4
    5. 5. Owned 5
    6. 6. New Challenge/Opportunity 6
    7. 7. We Used to Look Like…• Account People• Creative People• Media Buyers• Traffic Coordinators 7
    8. 8. But Today It’s More Like… Metrics Media Strategy Social Creative Search Content Code 8
    9. 9. Owned Media Elements• Website Usability• Content Marketing• Social Media• Video• Email• Mobile 9
    10. 10. Usability
    11. 11. Patience on theWeb
    12. 12. Short Term Memory 7 2 13
    13. 13. Tips for Way FindingAllow visitors to determine navigation priorityYOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS:• About Us • Product• News • How It Works• Product • News – How It Works • About Us• Contact • Contact 14
    14. 14. Tips for Way FindingAllow visitors to know where they are and get back easily• Show State AVAILABLE AVAILABLE AVAILABLE ACTIVE AVAILABLE• Bread Crumb Navigation – Food >> Dining >> Seafood >>Scoma’s 15
    15. 15. Tips for Way FindingProvide progress indicators 16
    16. 16. Tips for Way FindingRely on Site Search• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/• Test effectiveness 17
    17. 17. Tips for Way FindingKeep the visitor going“YOU’LL ALSO LIKE” ALWAYS BE CLOSING 18
    18. 18. The Website Usability Bible 19
    19. 19. Test Everything vs. $ OFF vs. % OFF Add to Cart vs. Add to Cart Message | Creative | Call to Action Ad Specs | Venue | Location | Daypart 20
    20. 20. “A player who makes a team great is much more valuable than a great player.” 21
    21. 21. 22
    22. 22. Tools for Testing 23
    23. 23. Tools for Testing USERTESTING.COM 24
    24. 24. ContentMarketing
    25. 25. Sit or Squat? 26
    26. 26. Bricks vs. Feathers• What weighs more: – 5 lbs of bricks? – 5 lbs of feathers? 27
    27. 27. Bricks vs. FeathersContent Type Bricks FeathersDefinition Productions Posts & SnippetsPositioning “Thought Leader” “News Maker”Time Requirement Days & Weeks Minutes & Hours Relentless EffortPotential Downside Opportunity Cost Required 28
    28. 28. Content Planning Triangle SEARCHING ACTING TALKING 29
    29. 29. Content Triangle in Practice 30
    30. 30. Content Planning Tools• Evernote& Scrivener – Organize ideas by production – Collaborative contribution & editing – Accessible via desktop, mobile or tablet 31
    31. 31. Content Planning Tools• Create a content editorial calendar – Manage multiple content types, campaigns, people – Collaborate to create new content & brainstorm promotion plans 32
    32. 32. Content for Hire • Plan and schedule content • Find writers and artists to create new compelling material • Transact and edit • Build a team of content producers for ongoing projects 33
    33. 33. Social Media
    34. 34. She’ll love you 35back
    35. 35. Maintaining Activity• Choose wisely Venue Awareness Action Loyalty Facebook X X X Twitter X X X YouTube X x Pinterest X X X LinkedIn X x Google+ X X X 36
    36. 36. Covering Your Bases• Create a social media editorial calendar M T W T F Sa Su 37
    37. 37. Marrying Content with Social• Editorial calendar components – Production start and launch dates – Promotion channels – Key metrics 38
    38. 38. Work Smarter, Not Harder• Facebook & Twitter EffectivenessFACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER LinkStatus Video Photo + 39
    39. 39. Work Smarter, Not Harder• How Facebook Works 40
    40. 40. Work Smarter, Not Harder• Winning Combination:• Professional grade photography• Pithy descriptions, complim entary text• No need to make it complicated 41
    41. 41. Work Smarter, Not Harder• Remember: It’s Called “Social” Media• Make it about them• Evoke conversation, ask questions• Encourage sharing (e.g. “Like if you agree”)• Simple + Visual (Assume no one reads)• Provide utility 42
    42. 42. Content Amplification• Metrics: – Site Traffic – Ratings – Reviews – Likes – Shares 43
    43. 43. Content Amplification 44
    44. 44. Measuring Shares• It’s about more than traffic & followers August 2012 45
    45. 45. Social Media Metrics• Dollars & Shares 46
    46. 46. Video
    47. 47. Why Video is Important• People remember: 48
    48. 48. Why Video is Important• The top search engines: #1 #2 49
    49. 49. Video Content Options & Tips• Webcasts• Interviews• Customer/Reader Responses• Tours or Demonstrations• Tips – Create a series – Use consistent open and close elements – Include real people  be human – Include YouTube Annotations – Embed on the website 50
    50. 50. Let Video Do the Work• DollarShaveClub.com 51
    51. 51. EmailMarketing
    52. 52. Build Your List 53
    53. 53. I’m Not A LawyerHowever…• CAN SPAM Requires: – A method to unsubscribe – Physical address – No deception • Subject Line: “Here’s Your Latest Banking Statement” • Email Content: “Want to Take Out a Loan?” 54
    54. 54. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 55
    55. 55. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 56
    56. 56. 3 Types of Email Programs CAMPAIGN TRACKS TRIGGERS S MESSAGE 1 ONGOING WEEK 1 IF CAMPAIGN MESSAGES CAMPAIGN S S MESSAGE 2 WEEK 2 THEN MESSAGE 3 WEEK 3 57
    57. 57. Campaigns CAMPAIGN S ONGOING CAMPAIGN MESSAGES CAMPAIGN S S 58
    58. 58. Triggers TRIGGERS IF THEN 59
    59. 59. Tracks TRACKS MESSAGE 1 WEEK 1 MESSAGE 2 WEEK 2 MESSAGE 3 WEEK 3 60
    60. 60. Immediate Gratification 61
    61. 61. Welcome Emails• Special time when everything is new• Ask to be whitelisted• Offer a special incentive• Set expectations• Collect additional data 62
    62. 62. Be Relevant 63
    63. 63. Building Relevance• Ask them: 64
    64. 64. Building Relevance• Watch them: Fishing Trips Near CLICK  Outdoors Kansas City Unbelievable CLICK  Barbecue Food HOTEL SPECIAL: Hawthorne Suites – CLICK  Discounts Overland Park 65
    65. 65. Mobile
    66. 66. State of Mobile% of U.S. Adults WhoOwn a Smartphone 55% 38% October 2011 January 2013 Source: ComScore 68
    67. 67. State of Mobile Source: Google 69
    68. 68. Responsive Design Desktop Tablet Mobile 70
    69. 69. You Have OptionsResponsive Design• 1 Web Address, No Duplication• Site morphs based on devicePRO• Easy & cheap to maintainCON• Less focus on mobile experience 71
    70. 70. You Have OptionsDynamic Serving• 1 Web Address, No Duplication• Content/experience changes based on devicePRO• Better mobile experienceCON• Technical complexity• Higher maintenance cost 72
    71. 71. You Have OptionsParallel Mobile Site• 2 Separate Sites: 1 Mobile, 1 DesktopPRO• Easy implementationCON• Must make content updates twice• Content duplication risk 73
    72. 72. Questions?• Chris Sietsema• Chris@TeachtoFishDigital.com• @sietsema• 480.389.5435 74

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