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Owned Media
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Owned Media

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

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
  • Transcript

    • 1. Owned Media March 18, 2013
    • 2. House Rules• Interrupt me – No, really. It’s OK.• Ask questions• Something specific? – I’ll stick around after 2
    • 3. Paid 3
    • 4. Earned 4
    • 5. Owned 5
    • 6. New Challenge/Opportunity 6
    • 7. We Used to Look Like…• Account People• Creative People• Media Buyers• Traffic Coordinators 7
    • 8. But Today It’s More Like… Metrics Media Strategy Social Creative Search Content Code 8
    • 9. Owned Media Elements• Website Usability• Content Marketing• Social Media• Video• Email• Mobile 9
    • 10. Usability
    • 11. Patience on theWeb
    • 12. Short Term Memory 7 2 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. 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. Tips for Way FindingProvide progress indicators 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. Tips for Way FindingKeep the visitor going“YOU’LL ALSO LIKE” ALWAYS BE CLOSING 18
    • 18. The Website Usability Bible 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. “A player who makes a team great is much more valuable than a great player.” 21
    • 21. 22
    • 22. Tools for Testing 23
    • 23. Tools for Testing USERTESTING.COM 24
    • 24. ContentMarketing
    • 25. Sit or Squat? 26
    • 26. Bricks vs. Feathers• What weighs more: – 5 lbs of bricks? – 5 lbs of feathers? 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. Content Planning Triangle SEARCHING ACTING TALKING 29
    • 29. Content Triangle in Practice 30
    • 30. Content Planning Tools• Evernote& Scrivener – Organize ideas by production – Collaborative contribution & editing – Accessible via desktop, mobile or tablet 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. 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. Social Media
    • 34. She’ll love you 35back
    • 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. Covering Your Bases• Create a social media editorial calendar M T W T F Sa Su 37
    • 37. Marrying Content with Social• Editorial calendar components – Production start and launch dates – Promotion channels – Key metrics 38
    • 38. Work Smarter, Not Harder• Facebook & Twitter EffectivenessFACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER LinkStatus Video Photo + 39
    • 39. Work Smarter, Not Harder• How Facebook Works 40
    • 40. Work Smarter, Not Harder• Winning Combination:• Professional grade photography• Pithy descriptions, complim entary text• No need to make it complicated 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. Content Amplification• Metrics: – Site Traffic – Ratings – Reviews – Likes – Shares 43
    • 43. Content Amplification 44
    • 44. Measuring Shares• It’s about more than traffic & followers August 2012 45
    • 45. Social Media Metrics• Dollars & Shares 46
    • 46. Video
    • 47. Why Video is Important• People remember: 48
    • 48. Why Video is Important• The top search engines: #1 #2 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. Let Video Do the Work• DollarShaveClub.com 51
    • 51. EmailMarketing
    • 52. Build Your List 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. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 55
    • 55. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 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. Campaigns CAMPAIGN S ONGOING CAMPAIGN MESSAGES CAMPAIGN S S 58
    • 58. Triggers TRIGGERS IF THEN 59
    • 59. Tracks TRACKS MESSAGE 1 WEEK 1 MESSAGE 2 WEEK 2 MESSAGE 3 WEEK 3 60
    • 60. Immediate Gratification 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. Be Relevant 63
    • 63. Building Relevance• Ask them: 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. Mobile
    • 66. State of Mobile% of U.S. Adults WhoOwn a Smartphone 55% 38% October 2011 January 2013 Source: ComScore 68
    • 67. State of Mobile Source: Google 69
    • 68. Responsive Design Desktop Tablet Mobile 70
    • 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. 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. You Have OptionsParallel Mobile Site• 2 Separate Sites: 1 Mobile, 1 DesktopPRO• Easy implementationCON• Must make content updates twice• Content duplication risk 73
    • 72. Questions?• Chris Sietsema• Chris@TeachtoFishDigital.com• @sietsema• 480.389.5435 74

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