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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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Owned Media Owned Media Presentation Transcript

  • Owned Media March 18, 2013
  • House Rules• Interrupt me – No, really. It’s OK.• Ask questions• Something specific? – I’ll stick around after 2
  • Paid 3
  • Earned 4
  • Owned 5
  • New Challenge/Opportunity 6
  • We Used to Look Like…• Account People• Creative People• Media Buyers• Traffic Coordinators 7
  • But Today It’s More Like… Metrics Media Strategy Social Creative Search Content Code 8
  • Owned Media Elements• Website Usability• Content Marketing• Social Media• Video• Email• Mobile 9
  • Usability
  • Patience on theWeb
  • Short Term Memory 7 2 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
  • 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
  • Tips for Way FindingProvide progress indicators 16
  • Tips for Way FindingRely on Site Search• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/• Test effectiveness 17
  • Tips for Way FindingKeep the visitor going“YOU’LL ALSO LIKE” ALWAYS BE CLOSING 18
  • The Website Usability Bible 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
  • “A player who makes a team great is much more valuable than a great player.” 21
  • 22
  • Tools for Testing 23
  • Tools for Testing USERTESTING.COM 24
  • ContentMarketing
  • Sit or Squat? 26
  • Bricks vs. Feathers• What weighs more: – 5 lbs of bricks? – 5 lbs of feathers? 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
  • Content Planning Triangle SEARCHING ACTING TALKING 29
  • Content Triangle in Practice 30
  • Content Planning Tools• Evernote& Scrivener – Organize ideas by production – Collaborative contribution & editing – Accessible via desktop, mobile or tablet 31
  • Content Planning Tools• Create a content editorial calendar – Manage multiple content types, campaigns, people – Collaborate to create new content & brainstorm promotion plans 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
  • Social Media
  • She’ll love you 35back
  • 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
  • Covering Your Bases• Create a social media editorial calendar M T W T F Sa Su 37
  • Marrying Content with Social• Editorial calendar components – Production start and launch dates – Promotion channels – Key metrics 38
  • Work Smarter, Not Harder• Facebook & Twitter EffectivenessFACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER LinkStatus Video Photo + 39
  • Work Smarter, Not Harder• How Facebook Works 40
  • Work Smarter, Not Harder• Winning Combination:• Professional grade photography• Pithy descriptions, complim entary text• No need to make it complicated 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
  • Content Amplification• Metrics: – Site Traffic – Ratings – Reviews – Likes – Shares 43
  • Content Amplification 44
  • Measuring Shares• It’s about more than traffic & followers August 2012 45
  • Social Media Metrics• Dollars & Shares 46
  • Video
  • Why Video is Important• People remember: 48
  • Why Video is Important• The top search engines: #1 #2 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
  • Let Video Do the Work• DollarShaveClub.com 51
  • EmailMarketing
  • Build Your List 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
  • Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 55
  • Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 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
  • Campaigns CAMPAIGN S ONGOING CAMPAIGN MESSAGES CAMPAIGN S S 58
  • Triggers TRIGGERS IF THEN 59
  • Tracks TRACKS MESSAGE 1 WEEK 1 MESSAGE 2 WEEK 2 MESSAGE 3 WEEK 3 60
  • Immediate Gratification 61
  • Welcome Emails• Special time when everything is new• Ask to be whitelisted• Offer a special incentive• Set expectations• Collect additional data 62
  • Be Relevant 63
  • Building Relevance• Ask them: 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
  • Mobile
  • State of Mobile% of U.S. Adults WhoOwn a Smartphone 55% 38% October 2011 January 2013 Source: ComScore 68
  • State of Mobile Source: Google 69
  • Responsive Design Desktop Tablet Mobile 70
  • You Have OptionsResponsive Design• 1 Web Address, No Duplication• Site morphs based on devicePRO• Easy & cheap to maintainCON• Less focus on mobile experience 71
  • You Have OptionsDynamic Serving• 1 Web Address, No Duplication• Content/experience changes based on devicePRO• Better mobile experienceCON• Technical complexity• Higher maintenance cost 72
  • You Have OptionsParallel Mobile Site• 2 Separate Sites: 1 Mobile, 1 DesktopPRO• Easy implementationCON• Must make content updates twice• Content duplication risk 73
  • Questions?• Chris Sietsema• Chris@TeachtoFishDigital.com• @sietsema• 480.389.5435 74