• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Results Oriented Website Quick Start
 

Results Oriented Website Quick Start

on

  • 414 views

This workshop shows you how quickly build and market a results oriented website. We cover strategy, processes, tools and tactics that online leaders are using to dominate the web. ...

This workshop shows you how quickly build and market a results oriented website. We cover strategy, processes, tools and tactics that online leaders are using to dominate the web.

This course is run live and online monthly: http://www.meetup.com/rowdfw


Statistics

Views

Total Views
414
Views on SlideShare
413
Embed Views
1

Actions

Likes
0
Downloads
9
Comments
0

1 Embed 1

https://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Welcome the Results Oriented Website Quickstart. The goal of this course is to help you build better websites. But not just better in any way, websites that get better results.But what is a results oriented website. Before we get into that, lets talk about typically websites.
  • Who knows what this? Has anyone ever advertised in the Yellow pages?Has anyone here not ever used a Yellow pages
  • Who knows what this? Has anyone ever advertised in the Yellow pages?Has anyone here not ever used a Yellow pages
  • He is what we would expect
  • Who knows what this? Has anyone ever advertised in the Yellow pages?Has anyone here not ever used a Yellow pages
  • Who knows what Vifredo Pareto is famous for?He is most famous for the Pareto Principal, also called the 80/20 rule. Interestingly enough, Pareto did not create this rule. An economist name Joseph Juran created it in the 1930’s and named it after Pareto to honor his work in quantitative economics. Parteo was actually concerned about a different problem. The distribution of wealth in free markets. He studied the wealth, in particular the land ownership, of families in Italy. Any idea what he found? 20% of the people owned 80% of the wealth.
  • What he found is that in free markets, wealth distributions follow a power law. The rich get richer. The few at the top capture the majority of the wealth. The norm receive very modest returns.The internet is about a free a market as there is. So how to you think the typical site fairs.
  • This course is designed to give you a foundation for building results oriented websites. We are going to take a hands on approach. We will be actually building a website, doing search engine optimization and social media. As we build our skills with the tools, we will be interspersing strategy and tips. The last section of the course we will be looking at a process to manage it all.
  • So the question is how to you get to the top of the food chain?[do the speel]
  • So the question is how to you get to the top of the food chain? [go through the cornerstones]In order to be successful, you have to have all of these. There is one problem, this can get quite expensive. It is a lot of work to build a web presence that excels at all 7 of these cornerstones.But there are some secrets on how to get there. All the top websites use these secrets. Amazon, Google, Salesforce, Twitter and approach there websites differently.
  • The don’t think in terms of traditional management. They employ a new lean approach to continually out innovate their competition.They have the discipline to follow a single mantra, only do what provides the most value. They are applying the dynamics of lean manufacturing to web building.The first step is to identify valuable opportunities. Figure out which ones are the most valuable, then work on those next. Work them to the optimal point of returns. Perfection is rarly that point. Follow the praredo principle, figure out which 20 provides 80% of the returns and do just enough to be good enough.And do this process efficiently, continually look to eliminate waste.These three steps are the cornerstones of the Kaizan management philosophy that skyrocketed Japan to world dominance in many industries in the 80s. But continual improvement is only one side of the coin. What we really need is continual innovation. Truly great companies do something else, the experiment, learn and innovate. Without this fourth step, you cannot be exceptional.
  • This is how a traditional process for building a website. Or I should say, this is how a traditional website is supposed to be planned. Many larger sites are planned this way, but often to save cost steps might be skipped.
  • You might be saying wow that is a lot of planning. Why is it important to do that planning
  • Our first web project at LevelTen back in 1999 was truly a big design up front. Planning took 6 months. Numerous meetings, interviews, surveys, user focus groups, wireframes, UML based functional specs.
  • Then then 2001 recession hit. People no longer wanted to spend six figures on project planning. The shift was on to compressed planning phases. I call this mid design up front. The primary focus of MDUF was quickly gathering the stakeholders requirements and engineering just enough to get a reasonable estimate for budgets and timelines.
  • So how successful do you think these the big and midsized design up front process was at brining projects in on time, on budget, and in scope?[show slide]Pretty horrible. The average project is 45% over budget, 63% late and missing 1/3 of the originally promised features.…We already know that we are not getting long term value from the certainty we are generating. But it turns out that we are not even getting certainty. Which of course means we are spending time that is actually just a waste.
  • There is another significant problem with traditional waterfall processes. We force stakeholders to make the big decisions when they know the least amount about the best solution. So certainty also means that stakeholders get less of what they want.So how do we fix these problems? How do we get better certainty in our projects with more accurate estimates, understand better what the stakeholders want? More planning right?
  • You might be saying wow that is a lot of planning. Why is it important to do that planning
  • Backlog is constantly reprioritize so that the most valuable tasks are done first. The job of agile is to fuel the backlog with innovative ideas and be excellent at executing.Artifacts:Product backlog, sprint backlog, sprint burndown, releaseburndownTimeboxes: Sprint planning, sprint, daily standup/scrum, sprint review, sprint retro, release planning
  • Agile processes are
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • Backlog is constantly reprioritize so that the most valuable tasks are done first. The job of agile is to fuel the backlog with innovative ideas and be excellent at executing.Artifacts:Product backlog, sprint backlog, sprint burndown, releaseburndownTimeboxes: Sprint planning, sprint, daily standup/scrum, sprint review, sprint retro, release planning
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • Picture of brains
  • The two most typical request we get are to build a website or to do online marketing with an existing website. Typically website development is seen as silo project. Something that is done once and left for many years until a new one is needed. There are two big mistakes with this approach. 1 no leading website was created in a single project. Great websites have to be iterated on. They have to be continually improved in the most efficent methods posible. A single project approach cannot achieve that. The second issue is that great web presences need eyeballs. The need traffic and an extended digital footprint to be successful.On the other side we have marketing. On the plus side, most marketing projects are iterative. The are seen as a continual work in progress. The problem is all that is typically worked on are marketing tactics. Often, the exiting website is inadequate and acts as an anchor impeding, often significantly, marketing results.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • Welcome the Results Oriented Website Quickstart. The goal of this course is to help you build better websites. But not just better in any way, websites that get better results.But what is a results oriented website. Before we get into that, lets talk about typically websites.
  • Tools are critical to accelerate our efforts. While there are many tools you will need for a great online presence, there is one that is central to all efforts. Your website platform.Traditional websites are built as a collection of HTML documents. However, this approach does not support enable non-technical subject mater experts to manage their content and does not support advanced interactive features we will need to build a rich user experience.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • All of this power and flexibility does come with a cost, Drupal can be very complex and comes with a learning curve. The Open Enterprise distribution greatly simplifies the common things businesses and organizations want to do with Drupal.
  • Lets start with the tools. There is one primary tool we will spend our time focused on. It is the platform that enables us to build our website and do all kinds of other remarkable things. This platform is called Open Enterprise. Open Enterprise is an extended distribution of the world’s most popular advanced open source site builder called Drupal.It is an erector set for building websites. It is free and open source. But it is not a cheap toy. It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • Install DAMP, import OE Core
  • Welcome the Results Oriented Website Quickstart. The goal of this course is to help you build better websites. But not just better in any way, websites that get better results.But what is a results oriented website. Before we get into that, lets talk about typically websites.
  • If you want a successful website, you need to start thinking like a publisher.
  • So we need to create content and we need content to connect with our users
  • So we need to create content and we need content to connect with our users
  • Content is King.But not any content, you need to be strategic with your content. You need to engage and attract with your content. That is what we are going to be talking about in this session, I will cover the basics about how to create content, but we will spend most of our time on the attract and engage part.
  • Number of ads in a day
  • If you want a successful website, you need to start thinking like a publisher.
  • If you want a successful website, you need to start thinking like a publisher.
  • So we need to create content and we need content to connect with our users
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • So we need to create content and we need content to connect with our users
  • Creation involves three steps, authoring which is writing or recording the content, optimizing for humans and search engines and publishing to the web. The lines between these often blur, particularly in small organizations where one person might handle all the steps. Larger organizations however often have a publishing workflow where subject mater experts handel the authoring, and various editors the optimizing and publishing.
  • So we need to create content and we need content to connect with our users
  • Install DAMP, import OE Core
  • So we need to create content and we need content to connect with our users
  • So we need to create content and we need content to connect with our users
  • Install DAMP, import OE Core
  • So we need to create content and we need content to connect with our users
  • Creation involves three steps, authoring which is writing or recording the content, optimizing for humans and search engines and publishing to the web. The lines between these often blur, particularly in small organizations where one person might handle all the steps. Larger organizations however often have a publishing workflow where subject mater experts handel the authoring, and various editors the optimizing and publishing.
  • It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
  • Welcome the Results Oriented Website Quickstart. The goal of this course is to help you build better websites. But not just better in any way, websites that get better results.But what is a results oriented website. Before we get into that, lets talk about typically websites.
  • What is SEO? What is all the hub bub about? Its all about this box. This magically box that millions of people everyday query every day. The magic box comes back with an answer, actually millions of answers. SEO is about making sure that when people search for what our website is about that we come up not just as any answer, but one of the top answers.
  • What are our goals when we post:To get an audienceInfluenceTake over the worldWhat do the robots want:The same thingThe robots want to think like humans so they can be a great referrer that you will want to use
  • [photo: http://www.flickr.com/photos/billburris/2245430380/]
  • Install DAMP, import OE Core
  • Install DAMP, import OE Core
  • Install DAMP, import OE Core
  • Welcome the Results Oriented Website Quickstart. The goal of this course is to help you build better websites. But not just better in any way, websites that get better results.But what is a results oriented website. Before we get into that, lets talk about typically websites.
  • Install DAMP, import OE Core
  • Human are social animals. For centuries people belonged to close nit family groups and lived in small familiar tribes. Our knowledge was generally communial, built by engaging with peers within our tribes. Even much of what we bought was influenced by others telling which goods were the best.
  • Then then the industrial revolution happened. People poured into cities. Almost paradoxically, as we masses moved on top of each other we became less connected. We no longer had our tribe to rely on.
  • What is social media?
  • Install DAMP, import OE Core

Results Oriented Website Quick Start Results Oriented Website Quick Start Presentation Transcript

  • Results Oriented Website Quick Start[MM.DD..YY] [PRESENTER]
  • om/photos/phossil/5117978738
  • Pop Quiz - Story Problem In 2002, the Yellow Pages generates 100,000 bike sales in a year. There are 100 bike stores listed. What is the average number of bikes a typical store should sell in a year from the yellow pages?flickr.com/photos/silvery/4461519535
  • distribution of success?number of shops average sales Normal distribution
  • Pop Quiz - Story Problem In 2002, each of the 100 bikes stores started a website. In 2012, the web generates 100,000 bikes sales in a year. What is the average number of bikes a typical store should sell in a year from the internet?
  • Vilfredo Pareto
  • distribution of success?Number of sites leaders typical sales Power law
  • What is this course? strategy Session 1 – Vision & Planning •Intro to ROW •Value driven project management •Strategic planning Session 2 – Content strategy & management process Results tools •Managing content •Extending •Themes •Content strategies Session 3 – Online marketing •Search Engine Optimization •Social Media tactics
  • The right vision flickr.com/photos/ncreedplayer/5403123930 flickr.com/photos/masoncooper/456641277
  • cornerstones of highly successful web presences retention conversion brand engagement audience $$$
  • The new managementOnly do what provides the most value • Identify and prioritize high value opportunities • Execute for optimal returns • Eliminate waste • Learn and innovate
  • Traditional web development process • Concept • High-level requirements Requirements • Requirements gathering • Requirements spec planning • Product (UI) Design • Wireframes Design • Detailed Design • Functional specs • Creative design Implementation • Content • Development development • Unit testing Verification • Acceptance testing • Beta testing live Maintenance
  • Why do we plan? Certainty • On time • On budget • In Scope typical Stakeholder utility • Look and feel • Features End user utility • Emotional branding • Content • Features results • Usability & Experienceoriented Organizational returns • Increased revenue • Reduced cost • Increased goodwill
  • Big Design Up Front6 months returns user $ experience stakeholder utility certainty waste
  • Mid Design Up Front6 weeks returns user experience $ stakeholder utility certainty waste
  • Planning for certainty = certainty waste = certainty no long term valuesource: blogs.msdn.com/b/dannawi/archive/2009/05/15/2009-standish-chaos-report-we-are-successful-in-the-failure.aspx
  • Getting what you want vs. knowing what you want Freedom to innovate =certainty less value innovation = $ Insight to innovate value more money time high level design & mockups validation live requirements architecture
  • Where to go Mid DUF Big DUF Agile certainty value waste cost $ $ $
  • Redefining successtraditional project management focuses on being on time and on budget scope valuebudget time constraints quality results oriented focus on building the right thing and driving innovation
  • Empirical processes Empirical Process move from predictive to adaptive useful for processes with lots of noise and unpredictability three cornerstones • transparency • inspection • adaption flickr.com/photos/spirosk/2843323075
  • A better approach waterfall agileRequirements website Requirements features 6 months 2 weeks Design Design Implementation Implementation Verification Verification
  • Value driven process
  • Light weight planning2 weeks returns user experience $ stakeholder utility certainty waste
  • Results oriented light weight planning4 weeks returns user experience $$ stakeholder utility certainty waste
  • To summarize agile project more management stuff online resultsresults oriented the user-centered right planning stuff a.k.a more of the right stuff
  • Value driven process vision results
  • Process Models based • Light weight • Iterative • Comprehendible by everyone • Synchronization • Collaboration Types of models • Results models • User role models • User stories • Interface models
  • Results modeling: identify increase bike The site should Reduce routine Staff should be sales have a clean and customer call able to add and professional look inquires by 50% edit content become a Be more viral Sell more bike Expand our recognized leader repair services digital footprint in the local biking community Show the To increase Sell more bikes Get 500 “Likes” pictorial history traffic to the site online on Facebook of results bikes The site should Increase bike Double our Visitors should be be intuitive and rentals by 100% mailing list able to find what easy to navigate they want in no more than 3 clicks
  • Results modeling: consolidate Goals Objectives Valued events Features Show the increase bike To increase Increase bike pictorial history sales traffic to the site rentals by 100% of results bikes Staff should be become a Sell more bike Reduce routine able to add andrecognized leader repair services customer call edit contentin the local biking inquires by 50% communityThe site should Sell more bikes Double ourbe intuitive and online mailing listeasy to navigate The site should Expand our Visitors should behave a clean and digital footprint able to find whatprofessional look they want in no more than 3 clicks Be more viral Get 500 “Likes” on Facebook
  • Results models: refine Goals Objectives Valued events increase bike Increase by sales Bike purchase sales by 50% a month Value = 40% of within 6 months the retail price
  • Results modeling: prioritize Primary Secondary Tertiary increase bike Expand our Be more viral sales digital footprint Sell more bike To increase Sell more bikes repair services traffic to the site online become a The site should The site should recognized leader be intuitive and have a clean and in the local biking easy to navigate professional look community
  • User role modeling: identify enthusiasts shoppers staff local newspaper bike shoppers staff sports blogger new mom/parent website administrator fans person who wants to upgrade their bike renters owners job seekers tour guide bike owners job seekers people from out casual bikers of town new bike rider hotels that need bikes for guests competitive rider
  • User role modeling: define Demographics owners • Age: 25-55 • Gender: 65% male • Location: within 10 miles of store Psychographics • Active lifestyle • Prefers being outdoors • Green Behavioral • Significant web usage including search engines and social media • Research purchases online before buying • Significant use of mobile devices Brand • Custom service is significant driver for brand loyalty • Likely to buy again from same store. Typically 1 bike every 4 years. Site • Proficient web user • Likely to have high speed internet access
  • User role modeling: prioritize Primary Secondary Tertiary shoppers enthusiasts job seekers renters staff owners
  • User stories: format As a [user role] I want [a feature or goal] so that [a benefit or reason] * so that is optional A user story is a documented requirement and a note to discuss later
  • User stories: identify As a Bike Enthusiast, I would like to • read the latest bike shop news/blog • comment on the blog • share content through email and social media • see a calendar of events, classes, races • sign up for newsletter and alerts • see special offers • get contact information • see location and hours of operation
  • User stories: prioritize MoSCoW approach • Must haves – we need these stories in order to launch the project • Should haves – these are of high importance, but are not show stoppers for the next release • Could haves – If we get a couple of these in it would be nice, but they can be moved easily to the next release • Wants – These are not a priority but we want to keep track of them as possibilities for future releases.
  • Interface modelsDefinition: Common interface modelsgraphical or organizational • Navigation Architecture & mapsrepresentation of siteelements and how they • Content Modelsrelate to each other • Wireframes and prototypes • Design comps
  • Interface models: wireframes
  • Just in time strategy Just-in-Time Strategy Make decisions when you have the most data Make decisions based on working software (not paper prototypes) Minimize the amount of work not done Adequate planning and frequent conversations User driven design http://www.flickr.com/photos/rpmarks/4503154179
  • Traditional web projects Online Website marketing •Single shot •No focus on project website •No emphasis on marketing
  • The new management Progressive Smallest viable launch results oriented • Marketing Dream website website • Enhance site • Learn
  • Summary 1. Don’t obsess over certainty, you will get more done. 2. Software is for the end users, get out of your head and into theirs 3. Drive continuous innovation. Experiment, measure, learn. 4. It is about benefits, not features. Results should be a continual focus
  • Session 2 – Content Management[MM.DD..YY] [PRESENTER]
  • The platform
  • What we are looking for Content Static web pages General framework management system• Simple sites • Unique sites • Standard• No dynamic • Blue sky features interactive sites features • Tied to technical • Focused on• Tied to technical resources* popular features resources • Very expensive • Able to manage• Cheap own content* • Moderate price*
  • What we are looking for content management multi-device application support framework social integrated engagement marketing
  • The requirements 1. Free open source software 2. Proven 3. Adaptable, extensible, scalable 4. Enterprise class 5. Easy to use 6. Search engine friendly 7. Social integration learn more: drupal.org
  • The Drupal phenomenon
  • Community plumbing
  • web building blocksflickr.com/photos/saeba flickr.com/photos/timbradshaw
  • The platform – open enterprise Open Enterprise apps Open Enterprise core Drupal
  • The requirements 1. Free open source software 2. Proven 3. Adaptable, extensible, scalable 4. Enterprise class 5. Easy to use 6. Search engine friendly 7. Social integration learn more: leveltendesign.com/enterprise
  • Installation Exercises Download: www.leveltendesign.com/enterprise
  • Session 2b – Content Strategy[MM.DD..YY] [PRESENTER]
  • Typical site online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management
  • Typical site online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management
  • Advertising doesn’t work • Ads have become noise • Media dilution • Ad circumvention • search People don’t trust corporate communications engines
  • Search optimized sites online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management
  • Why search engine marketing works • Its where most people go to look • Specific searches (long tail) • Identified need • All steps of the buying cycleGoogle processes over 1 billion searches a day
  • Engagement online corporate communications word of mouse online performance content user centered listings advertising & based ads networking (organic search) PR (paid search) Awareness referrals offline website social mediacommunications landing pages social content traditional advertising & engagement content brochureware Peer PR recommendations user engagement conversion mechanisms Authority customer relationship management recommendationstraditional sales touch pieces retention user trusted advisor Reputationcustom service programs requests requests Management
  • Why seo + social • Most effective way to create awareness Facebook has (latent need)800 million users. 50% log on per • Searchers are researchers day. • People trust people • Enables champions • Social boosts search
  • flickr.com/photos/patersor/3036321072/1 Content is king?
  • interrupt and repeat delight and engagehttp://www.flickr.com/photos/wwworks/864731205 flickr.com/photos/38659937@N06/5752344624/
  • Why engagement content & social media work“ Produce great stuff and people will come to ” you, produce really great stuff and your customers will share and disseminate your message for you. search engines Ann Handley & CC Chapman Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
  • Types of content Written Multimedia • Article • Videos • Blog • Audio • Micro blog/tweet • Webinar • Wiki • Live streaming • Forum • Podcast • Whitepaper search • Photos • Presentation • E-Book • Newsletter engines slides • Animations
  • Where to start • Simple blog • Great hub • Fundamentals • Control • Social • Ownership • SEO
  • processPlanning Create Promote• Results • Authoring • SEO• Audience • Optimizing • Social• Topics • Publishing media
  • Planning: results Content should have goals that support the site goalsflickr.com/photos/pochacco20
  • Planning: audience – get targeted enthusiasts shoppers staff local newspaper bike shoppers staff sports blogger new mom/parent website administrator fans person who wants to upgrade their bike renters owners job seekers tour guide bike owners job seekers people from out casual bikers of town new bike rider hotels that need bikes for guests competitive rider
  • Planning: topics Audience driven • Conjecture • Ask • Monitor • Customer touch points • Social media • Search Author/staff driven • Passions • Recent projects Organization driven • News and events • Success stories
  • processPlanning Create Promote• Results • Authoring • SEO• Audience • Optimizing • Social• Topics • Publishing media
  • Create: authoring Blend the art of story telling (literature) with the science of reporting (journalism) Be human Share or solve; don’t shill Delight and surprise
  • Exercise add blog post
  • Create: Engagement focused inverted pyramid Most important content first Great Headlines Goal of the headline is to get people to read the first sentence. Goal of first sentence is to get people to read the second. Goal of second is get them to read the rest.
  • Create: optimizing Scanable & Chunkable • right sized • headers • bullets • emphasis, strong, blockquotes, sidebars Media integration • Photos, videos, audio, presentation slides Links to read more • Dig deeper • Related Tag and categorize
  • Exercise stylize your post
  • Create: publishing website feeds APIs your properties 3rd parties Facebook news sites YouTube LinkedIn related aggregators sites
  • processPlanning Create Promote• Results • Authoring • SEO• Audience • Optimizing • Social• Topics • Publishing media
  • Summary 1. The CMS advantage • Enables non-technical people to control their site • Enables subject mater experts to easily publish content • Provides enhanced user engagement 2. The customer is in charge 3. Publishing extraordinary content is the recipe for marketing in the modern world
  • Session 3 – Search Engine Optimization[MM.DD..YY] [PRESENTER]
  • paidorganic
  • flickr.com/photos/havovubu/3728604649/
  • seo magic formula great architecture great backlinks great & buzz rankings great content
  • content workflow topic driven keyword driven organization relevance author popularity user competition keyword keyword research research topics keywords content content authoring authoring content content optimization optimization promotion
  • site keyword research research brainstorm expanded targeted seed •lateral phrases evaluate keywords keyword keyword keyword list •search volume relevancy phrases list list •competitiveness
  • Exercise Install SEO Tools Site keyword research
  • page keyword research research determine targeted keyword main keywords content keyword •lateral phrases + from content list •search volume modifiers •competitiveness
  • content optimization page title • 40 – 75 characters • use target keyword phrase at least one time body • 200 – 800 words • include target keyword phrase 2 – 4 times • keyword phrase prominence > 50% meta description • 10 – 25 words meta keywords • 1 – 15 phrases
  • Exercise Content analysis
  • Exercise SEO Insight
  • Session 3b – Social Media[MM.DD..YY] [PRESENTER]
  • kinda huge • If Facebook were a country it would be the third most populated (behind China & India) • 500 Billion minutes spent on Facebook each month • 2 Billion YouTube videos viewed per day • 95% of companies use LinkedIn to find and attract talent • 27 million tweets every day on Twitter
  • flickr.com/photos/tinou/2065322341Defining Web 2.0
  • flickr.com/photos/digiart2001/2324498175
  • flickr.com/photos/dougbelshaw/4016886839/
  • why social media reach • where the masses are • connected • influencers • sharing minded interaction • preferred channels • free advanced tools • familiar tools engagement • viral content • two way conversation • human
  • social networking
  • sharing & bookmarking
  • multi media
  • Facebook What is it: Social network for people to connect (friend each other) and share through: • Updates • Photos • Events • Comments800 million users Organizational uses: • Create a fan page • Update fans with relevant information • Interact with fans • Post photos and tag people • Event management • Sharing: Members can share and like content Organization setup: • Create a personal account • Create a fan page
  • Twitter What is it: A real time microblogging and aggregation platform. Terms: • Tweet – 140 character micro post • Follow – people interested in receiving your Tweets • @: placed before a Twitter handle allows the user to receive the tweet107 million users • RT: Retweet – sharing of anothers post with your followers • #: Hashtag – way of tagging and categorizing tweets Organizational uses: • Send brief updates to followers • Engage followers • Engage interested parties • Custom support • Monitor customer and industry news & trends • Sharing: Users can Tweet content Organization setup: • Create an account for your organization
  • Google+ What is it: Social network similar to Facebook powered by Google and integrated with Gmail. Supports friending via circles, updates, photos and hangouts. Affects Google search. Terms: • Circle – A way of following and categorizing people and pages • Page – Used as a profile for businesses, organizations and groups90 million users in 9 • Hangouts – Video enabled virtual meetingmonths Organizational uses: • Create organization page • Send segmented messages • Sharing: +1 Organization setup: • Create a personal account using a Gmail address • Create a page for your organization • Segment audiences into circles
  • social sharing & bookmarking What is StumbleUpon: Site for sharing interesting web content. Members can explore weighted random selection of content based on interests. What is Del.icio.us: Social bookmarking service for storing, sharing and discovering web bookmarks. What is Reddit: Social bookmarking where users submit content and other users can rank content by voting up or down What is Digg: Social news website where users submit content into categories and people vote, e.g. “Digg”, content.
  • multi-media Video sites – YouTube, Vimeo, Blip.tv: Enable people to post videos and users to interact with the videos such as commenting and following feeds. Photo sites – Flickr, Picasa, Photobucket: Enables people to post videos. Most support commenting and sharing.
  • step by step – getting started 1. Create social networking accounts and pages on Facebook, Twitter profile, Google+, YouTube or Flickr for your business • complete each bio or profile with the location of your company, website, and contact information where applicable. 2. Add social network profile links to your site 3. Add social sharing and bookmarking links to your site 4. Add Facebook, Twitter or other relevant widgets to your site
  • social media integration Exercises • Install Social Media App
  • LevelTen SolutionsJumpstart your Marketing and Social Media Bronze Silver Gold Kickoff Meeting & Setup ✔ ✔ ✔Social Media Sites Managed 3 5 10 Keyword Research 25 50 100 SEO Pages / month 5 10 Social monitoring ✔ Social / SEO Strategy and ✔ Planning
  • thank you!Tom McCracken flickr.com/photos/dcsf2010/4561985806 flickr.com/photos/x-foto/4923221504LevelTen Interactive flickr.com/photos/slack13/2683947718 flickr.com/photos/23912576@N05/3902271512Director flickr.com/photos/acmace/441065062 flickr.com/photos/jenaardell/4434366505Phone: 214.887.8586 flickr.com/photos/deciter_interactions/4052969929 flickr.com/photos/svenwerk/858381180Email: tom@leveltendesign.com flickr.com/photos/fredcavazza/3428921418Twitter: @levelten_tom flickr.com/photos/tinou/2065322341 flickr.com/photos/svenwerk/858381180Blog: leveltendesign.com/blog/tom flickr.com/photos/nilson/255662963LinkedIn: linkedin.com/in/tommccracken flickr.com/photos/genista/3432987963 flickr.com/photos/vernhart/1073265478 flickr.com/photos/paullew/4304362073 flickr.com/photos/soldiersmediacenter/397695157 flickr.com/photos/28634332@N05/4054720616