Technical SEO is real<br />
Dirty Secret<br />
Context<br />
Zappos<br />
I don’t need viagra, I am not going to your site.<br />
YOUR site sucks<br />
who cares?<br />
Commitment to the strategy<br />
Be where your brand is relevant<br />
Dialogue<br />
Radical dis<br />
Dynamic<br />
Unique to each department, business unit or product.<br />
Current and Future-looking<br />
Listen, Build, Rinse and Repeat<br />
Interactive Strategies 2009 - Context
Interactive Strategies 2009 - Context
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Interactive Strategies 2009 - Context

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I was inspired by a presentation of digital advertising to begin thinking about context and customer acquisition. I presented these slides at IS09. Most of the content was stuff I talked about. The slides lack a lot of words.

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  • SPEAKERS NOTES:Who am i? Why should you listen to me
  • Who am I: - I am Jeremiah Andrick - Former program manager for Live Search Bing - Also at one time was responsible for MSDN and Technet. - Currently working for Logitech - Customer acquisition - Great products - Lots of opportunity to help customers find products
  • SPEAKERS NOTES:- Where can you find me? Pretty much anywhere you want to be.
  • Speakers Notes- This is my homage to the presentation on digital marketing that inspired me to think about … There is too much noise This is the digital blightSometimes virtual blight- If you want a presentation on the blight (Matt cutts Web 2.0 presentation is a good overview)- We need to focus our efforts on those things that bring value to our audiences.
  • Sure there is spam
  • - but there is also Junk
  • - who is responsible for all this?
  • It is us we create a lot of Junk URLs and sites that have no audience the quick millions talked about on late night TV.
  • - Your site is graded in a number of ways: - Pagerank (static and dynamic), but each site is graded in other ways too - Spam - Junk - many factors are included in the ranking of pages.
  • Context... - So if you want to win you have to create value for your customers - The next generation of marketers must create deliberate and appreciating value - The Definition of context
  • Not Losing the battle of Value in the experience of your product is more important than pagerank alone
  • Lets talk about the technical side of things for a moment.
  • SEO best practices... - are important. - You should fix and train, but... - Best Practices are just a starting point you need instead to focus on creatively engaging your audience.
  • Search engines want you to focus on the technical as it benefits them most, and it matters, but…
  • Sales is more than the technical
  • Introduce the ACC
  • Introduce Jonah Lerher
  • Why is this such an interesting book
  • More discussion of the ACC
  • The brain can decide and act so quick
  • Split second decisions make the difference in meaning.
  • Search engines are attempting to emulate this neurofunction or at least influence it.
  • This is what you see… Talk about enquiro.
  • Everything is technically wrong, but the site outranks their local competitors. And the site drives a significant portion of their business. The value built in is the quality of work and the engagement with the consumer.
  • Culture matters… It is not everything, but zappos works because of its culture. How many other cut rate shopping sites started at the same time as zappos
  • Can you build a trusted brand in a down economy?
  • Sure you can make money… But to do it with blight you have to choose a lifestyle that may not be what you had hoped for.
  • Most sites look a bit like this to the customer.
  • This is the measure… Can you keep them.
  • Most sites look like this.
  • Red and white or Red and white.. How do you differentiate and drive loyalty if you lack the ability to create a memorable experience.
  • The better mouse trap doesn’t always win. Sometimes a mouse trap is not the right thing to ship.
  • Knowing what not to do is as important as what to do. You must understand at a deep level when something is the wrong thing to do.
  • Use a total engagement strategy. Starbucks leverages Social media to determine regional tastes and trends.
  • People focus on the wrong things, Hustle, move, test and re-test. Let your team be free to try and fail. Don’t get caught in the quality trap.
  • Become missional, determine the goals and work towards them. Pros keep score.
  • Create Dynamic Solutions. Your product will drive the traffic, your goal is conversions. Be creative. Don’t assume that something that worked last night will work today.
  • Each component of your business is unique. You may want to think at a very low level or at a BU level, but treat it as unique find out why someone would spend for what you are selling. Don’t treat it as a foregone conclusion.
  • Give stuff away. Your most raving fans will come out of the woodwork when they see you are giving it away. Then find out who follows them.
  • Interactive Strategies 2009 - Context

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    19. 19. Technical SEO is real<br />
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    29. 29. Dirty Secret<br />
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    40. 40. Context<br />
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    42. 42. Zappos<br />
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    44. 44. I don’t need viagra, I am not going to your site.<br />
    45. 45. YOUR site sucks<br />
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    48. 48. who cares?<br />
    49. 49. Commitment to the strategy<br />
    50. 50. Be where your brand is relevant<br />
    51. 51. Dialogue<br />
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    53. 53. Radical dis<br />
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    55. 55. Dynamic<br />
    56. 56. Unique to each department, business unit or product.<br />
    57. 57. Current and Future-looking<br />
    58. 58.
    59. 59. Listen, Build, Rinse and Repeat<br />

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