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Yin and Yang
       of Your
    WordPress site




www.bluezoocreative.com
Who We Are
   Collin Condray (left brained)
   15 years experience in
   programming, analysis,
   and strategy.
   collin...
On the quantum makeup of
  your digital matrix persona you
      never realized existed*




                 design that ...
Why Do You Have A Site?

                  drive sales of a product or service?

                  generate leads?

      ...
Design That Communicates
      Good (or well)
Design That Communicates
      Bad (or badly)
How Do You Communicate
      Your Message?
   Don’t reinvent
   the wheel.

   RESEARCH

     David Ogilvy,
     Ogilvy &
...
How Do You Communicate
     Your Message?
How Do You Communicate
     Your Message?
How Do You Communicate
     Your Message?
How Do You Communicate
     Your Message?
How Do You Communicate
     Your Message?
What the F?
  F stands for FAST and
  the pattern users view
  your page

  Users won’t read your
  text thoroughly

  The...
The Truth About
                “Above the Fold.”
   80% of Users Don’t
   Scroll

   Implications:
     Most important in...
WordPress
               and Theme Tools
  Testimonial
  widgets

  Sliders

  Contact Forms

  Menus - Make
  them organi...
Tricks of the Trade
   Orange buttons
   Color for tone and
   psychology
   Images that elicit an
   emotional response
 ...
Tricks of the Trade
   Orange buttons
   Color for tone and
   psychology
   Images that elicit an
   emotional response
 ...
Tricks of the Trade
   Orange buttons
   Color for tone and
   psychology
   Images that elicit an
   emotional response
 ...
Tricks of the Trade
   Orange buttons
   Color for tone and
   psychology
   Images that elicit an
   emotional response
 ...
Tricks of the Trade
   Orange buttons
   Color for tone and
   psychology
   Images that elicit an
   emotional response
 ...
On the ‘oneness’ of all
   beings in the digital ethos*




                  social media strategy that networks

WordCam...
Listen
   Google

   Blog Search Engines

   Search.Twitter.com

   Dedicated Software
   (e.g. Radian6, ScoutLabs,
   Nie...
Listen

   What are your
   customers saying about
   you? Is it good or bad?

   Is there anyone already
   passionate ab...
Engage

      POST

         People
         Objectives
         Strategy
         Technology



WordCamp Fayetteville Pre...
People
   Consider where
   your audience
   spends its time
   and what they’re
   ready for.




WordCamp Fayetteville P...
Objectives
   What are your goals?

   Listening – better
   understand your
   customers.

   Get insights from your
   c...
Objectives

    What are your goals?

   Talking/broadcasting –
   spread your message.

   Make an existing digital
   ma...
Objectives
   What are your goals?

   Supporting – help your
   customers support each
   other.

   Effective for organiz...
Objectives
   What are your goals?

   Embracing – integrate
   your customers, including
   helping designing your
   pro...
Strategy
   What change do you
   want your customers
   to make?

      Outward action:
      carry messages to
      oth...
Technology

   What social
   media tools
   should you use?

   Use the previous
   steps to decide
   what technology
  ...
Organizing for Social Media
   HOME BASE
   The central place you
   want to interact with
   people that has all
   your ...
Organizing for Social Media
   OUTPOSTS
   A Place where you have a
   presense and participate
   and promote yourself

 ...
Organizing for Social Media

   PASSPORTS
   Where you have profile
   but don’t take part in the
   conversation

      Tw...
Complete Your Profiles
   Make sure your target
   keywords are in your profile

   Link back to one place, your
   ‘home ba...
Make it Easy to Share
   Include a Facebook Connect
   link, Call-to-Action buttons,
   Share Funtions, or a button
   tha...
Don’t Know What to Say?
   You are probably
   an expert. Talk
   about what you do.
   Share information
   relevant to y...
Don’t Know What to Say?
   Find something cool,
   link to it on your site
   and comment on it.
   It could be as simple
...
Be Polite
   Don’t consistently talk
   about yourself and not
   help others

   Don’t randomly
   approach followers you...
Measure

   Number of followers on
   social media networks

   Number of posts,
   comments, tweets, etc.

   Key influenc...
Measure
    What are they saying?
    Good or bad and are
    the good comments
    increasing

    Where is it occurring?...
What Can You Do?
  Improve customer
  service

  Correct
  misinformation

  Find out what the
  community has an
  intere...
Make Connections
   Tell everyone what
   you’re building.

   Exploit Strength of
   Weak Ties.

   Crowdsource questions...
how to transcend the
  highest peaks of spirituality
     in order to bring your
   enlightenment to others*



          ...
Shout it!
                                                         Tell (don’t sell)
                                     ...
Power Network
    Short Introduction

    Ask questions and
    limit talking about
    yourself

    Solve THEIR
    prob...
Free Factoids
     eBooks by you
     (or others with permission)

     Gift to be mailed

     Gift Certificates

    Addi...
Give Them the Best Deal
  Use 3 to 4 price
  points

  Highlight the
  “Best Deal”

  Make it easiest
  to buy the one
  y...
Blue Zoo Creative Deals




WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
Blue Zoo Creative Deals
   FREE Bananas and WordCamp notebooks




WordCamp Fayetteville Presentation by Blue Zoo Creative...
Blue Zoo Creative Deals
   FREE Bananas and WordCamp notebooks

   20% Off our $25/month NO-contract Cheetah Plan




WordC...
Blue Zoo Creative Deals
   FREE Bananas and WordCamp notebooks

   20% Off our $25/month NO-contract Cheetah Plan

   20% O...
Blue Zoo Creative Deals



 Anyone feeling uncomfortable
 being pitched to?




WordCamp Fayetteville Presentation by Blue...
Blue Zoo Creative Deals



 Anyone feeling uncomfortable
 being pitched to?
  It has been shown that if you’re
  uncomfort...
Ask for the
  Sale and
 Celebrate
        Be a happy
     profitable panda!



WordCamp Fayetteville Presentation by Blue Z...
Questions for You
   What is the purpose of the
   website

   What key messages do you want
   to communicate

   Who is ...
Quit Monkeying Around!
  Get Online Today.



          www.bluezoocreative.com
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Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 1 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 2 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 3 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 4 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 5 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 6 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 7 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 8 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 9 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 10 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 11 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 12 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 13 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 14 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 15 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 16 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 17 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 18 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 19 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 20 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 21 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 22 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 23 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 24 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 25 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 26 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 27 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 28 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 29 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 30 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 31 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 32 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 33 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 34 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 35 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 36 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 37 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 38 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 39 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 40 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 41 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 42 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 43 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 44 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 45 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 46 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 47 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 48 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 49 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 50 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 51 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 52 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 53 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 54 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 55 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 56 Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11 Slide 57
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Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11

Blue Zoo Creative presents the Yin & Yang of Your WordPress site at the 2011 WordCamp in Fayetteville, Arkansas. Co-owners Collin Condray and Eric Huber discussed how to create designs that communicate, social media for networking, and maintaining a consistent marketing message. Our message? "Quit Monkeying Around! Get Online Today." www.bluezoocreative.com #wcfay

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Yin & Yang of Your WordPress site at WordCamp Fayetteville 7/30/11

  1. 1. Yin and Yang of Your WordPress site www.bluezoocreative.com
  2. 2. Who We Are Collin Condray (left brained) 15 years experience in programming, analysis, and strategy. collin@bluezoocreative.com Eric Huber (right brained) 25 years experience in marketing, advertising, and graphic design. eric@bluezoocreative.com WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  3. 3. On the quantum makeup of your digital matrix persona you never realized existed* design that communicates WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  4. 4. Why Do You Have A Site? drive sales of a product or service? generate leads? inform or educate? create a community? WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  5. 5. Design That Communicates Good (or well)
  6. 6. Design That Communicates Bad (or badly)
  7. 7. How Do You Communicate Your Message? Don’t reinvent the wheel. RESEARCH David Ogilvy, Ogilvy & Mather Ogilvy’s research showed black type on white was easier to read Jakob Nielsen, than white on black. UseIt.com WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  8. 8. How Do You Communicate Your Message?
  9. 9. How Do You Communicate Your Message?
  10. 10. How Do You Communicate Your Message?
  11. 11. How Do You Communicate Your Message?
  12. 12. How Do You Communicate Your Message?
  13. 13. What the F? F stands for FAST and the pattern users view your page Users won’t read your text thoroughly The first two paragraphs MUST state the most important information WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  14. 14. The Truth About “Above the Fold.” 80% of Users Don’t Scroll Implications: Most important info above 800 pixels People WILL scroll if it’s worth it. ‘reward’ scrollers with something good at the bottom of the page WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  15. 15. WordPress and Theme Tools Testimonial widgets Sliders Contact Forms Menus - Make them organized from most important to least. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  16. 16. Tricks of the Trade Orange buttons Color for tone and psychology Images that elicit an emotional response Navigation Madness - Use common words. Don’t make them think Awards vs Profits Call-to-Action WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  17. 17. Tricks of the Trade Orange buttons Color for tone and psychology Images that elicit an emotional response Navigation Madness - Use common words. Don’t make them think Awards vs Profits Call-to-Action WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  18. 18. Tricks of the Trade Orange buttons Color for tone and psychology Images that elicit an emotional response Navigation Madness - Use common words. Don’t make them think Awards vs Profits Call-to-Action WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  19. 19. Tricks of the Trade Orange buttons Color for tone and psychology Images that elicit an emotional response Navigation Madness - Use common words. Don’t make them think Awards vs Profits Call-to-Action WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  20. 20. Tricks of the Trade Orange buttons Color for tone and psychology Images that elicit an emotional response Navigation Madness - Use common words. Don’t make them think Awards vs Profits Quit Monkeying Around! Call-to-Action Get Online Today. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  21. 21. On the ‘oneness’ of all beings in the digital ethos* social media strategy that networks WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  22. 22. Listen Google Blog Search Engines Search.Twitter.com Dedicated Software (e.g. Radian6, ScoutLabs, Nielson BuzzMetrics) WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  23. 23. Listen What are your customers saying about you? Is it good or bad? Is there anyone already passionate about your brand or industry? WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  24. 24. Engage POST People Objectives Strategy Technology WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  25. 25. People Consider where your audience spends its time and what they’re ready for. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  26. 26. Objectives What are your goals? Listening – better understand your customers. Get insights from your customers to help make marketing and product development decisions. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  27. 27. Objectives What are your goals? Talking/broadcasting – spread your message. Make an existing digital marketing initiative (banner/search ads) more interactive. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  28. 28. Objectives What are your goals? Supporting – help your customers support each other. Effective for organization that have high support costs or to connect with groups that already exist. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  29. 29. Objectives What are your goals? Embracing – integrate your customers, including helping designing your products Most challenging objective, best used after completing one of the previous objectives. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  30. 30. Strategy What change do you want your customers to make? Outward action: carry messages to others Inward action: engage more with your organization. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  31. 31. Technology What social media tools should you use? Use the previous steps to decide what technology fits best. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  32. 32. Organizing for Social Media HOME BASE The central place you want to interact with people that has all your content WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  33. 33. Organizing for Social Media OUTPOSTS A Place where you have a presense and participate and promote yourself LinkedIn is the office Facebook is the home Twitter - Happy Hour! WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  34. 34. Organizing for Social Media PASSPORTS Where you have profile but don’t take part in the conversation TweetDeck Seesmic Hootsuite WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  35. 35. Complete Your Profiles Make sure your target keywords are in your profile Link back to one place, your ‘home base’ that has all the detail about you Be real Use a picture Talk about your personal life...a little WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  36. 36. Make it Easy to Share Include a Facebook Connect link, Call-to-Action buttons, Share Funtions, or a button that invites people to do business with you in a prominent place on your blog Certain plugins can create all of these in one place WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  37. 37. Don’t Know What to Say? You are probably an expert. Talk about what you do. Share information relevant to your audience 6-1 ratio of information-sales WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  38. 38. Don’t Know What to Say? Find something cool, link to it on your site and comment on it. It could be as simple as adding “This is a great article because _____” WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  39. 39. Be Polite Don’t consistently talk about yourself and not help others Don’t randomly approach followers you barely talk to and simply ask for favors Don’t spam WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  40. 40. Measure Number of followers on social media networks Number of posts, comments, tweets, etc. Key influencers, who already have a following that is talking about you WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  41. 41. Measure What are they saying? Good or bad and are the good comments increasing Where is it occurring? (where to focus efforts) WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  42. 42. What Can You Do? Improve customer service Correct misinformation Find out what the community has an interest in but what is not currently being discussed online WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  43. 43. Make Connections Tell everyone what you’re building. Exploit Strength of Weak Ties. Crowdsource questions about your niche. Don’t be afraid to introduce yourself to strangers. WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  44. 44. how to transcend the highest peaks of spirituality in order to bring your enlightenment to others* marketing messaging and methods that sell WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  45. 45. Shout it! Tell (don’t sell) your closest 100 friend. You’ve got that many on facebook, right? Elevator Speech Ask “Who do “Success is dependent on effort.” you know that I ~ Sophocles could help?” WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  46. 46. Power Network Short Introduction Ask questions and limit talking about yourself Solve THEIR problem “The successful networkers I know, the ones Find other ways to receiving tons of referrals and feeling truly happy help and refer them about themselves, continually put the other to others personʼs needs ahead of their own.” ~ Bob Burg WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  47. 47. Free Factoids eBooks by you (or others with permission) Gift to be mailed Gift Certificates Additional Product for “Buying Now” “Give every man more in use value than you take from him in cash value; then you are adding to the life of the world by every business transaction” – Wallace D Wattles WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  48. 48. Give Them the Best Deal Use 3 to 4 price points Highlight the “Best Deal” Make it easiest to buy the one you want them to buy Note: Button is ORANGE! Ask for the sale! WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  49. 49. Blue Zoo Creative Deals WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  50. 50. Blue Zoo Creative Deals FREE Bananas and WordCamp notebooks WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  51. 51. Blue Zoo Creative Deals FREE Bananas and WordCamp notebooks 20% Off our $25/month NO-contract Cheetah Plan WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  52. 52. Blue Zoo Creative Deals FREE Bananas and WordCamp notebooks 20% Off our $25/month NO-contract Cheetah Plan 20% Off our custom sites (up to a $500 savings) WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  53. 53. Blue Zoo Creative Deals Anyone feeling uncomfortable being pitched to? WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  54. 54. Blue Zoo Creative Deals Anyone feeling uncomfortable being pitched to? It has been shown that if you’re uncomfortable being sold TO, then YOU are uncomfortable selling yourself WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  55. 55. Ask for the Sale and Celebrate Be a happy profitable panda! WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  56. 56. Questions for You What is the purpose of the website What key messages do you want to communicate Who is your customer How do you currently connect with customers over the internet What does your customer need WordCamp Fayetteville Presentation by Blue Zoo Creative | www.BlueZooCreative.com
  57. 57. Quit Monkeying Around! Get Online Today. www.bluezoocreative.com

Blue Zoo Creative presents the Yin & Yang of Your WordPress site at the 2011 WordCamp in Fayetteville, Arkansas. Co-owners Collin Condray and Eric Huber discussed how to create designs that communicate, social media for networking, and maintaining a consistent marketing message. Our message? "Quit Monkeying Around! Get Online Today." www.bluezoocreative.com #wcfay

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