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Owned Media
The document provides guidelines and strategies for managing owned media, focusing on website usability, content marketing, social media, and email marketing. It emphasizes the importance of user navigation, content planning, and responsive design to enhance user experience and engagement. Additionally, it outlines various metrics for measuring the effectiveness of content and social media outreach.
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Owned Media
- 1. Owned Media March 18, 2013
- 2. House Rules • Interruptme – No, really. It’s OK. • Ask questions • Something specific? – I’ll stick around after 2
- 3. Paid 3
- 4. Earned 4
- 5. Owned 5
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- 7. We Used toLook Like… • Account People • Creative People • Media Buyers • Traffic Coordinators 7
- 8. But Today It’sMore Like… Metrics Media Strategy Social Creative Search Content Code 8
- 9. Owned Media Elements •Website Usability • Content Marketing • Social Media • Video • Email • Mobile 9
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- 13. Short Term Memory 7 2 13
- 14. Tips for WayFinding Allow visitors to determine navigation priority YOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS: • About Us • Product • News • How It Works • Product • News – How It Works • About Us • Contact • Contact 14
- 15. Tips for WayFinding Allow 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
- 16. Tips for WayFinding Provide progress indicators 16
- 17. Tips for WayFinding Rely on Site Search • Functionality is familiar • Use insights to build relevance • http://www.google.com/cse/ • Test effectiveness 17
- 18. Tips for WayFinding Keep the visitor going “YOU’LL ALSO LIKE” ALWAYS BE CLOSING 18
- 19. The Website UsabilityBible 19
- 20. Test Everything vs. $ OFF vs. % OFF Add to Cart vs. Add to Cart Message | Creative | Call to Action Ad Specs | Venue | Location | Daypart 20
- 21. “A player whomakes a team great is much more valuable than a great player.” 21
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- 24. Tools for Testing USERTESTING.COM 24
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- 27. Bricks vs. Feathers •What weighs more: – 5 lbs of bricks? – 5 lbs of feathers? 27
- 28. Bricks vs. Feathers ContentType Bricks Feathers Definition Productions Posts & Snippets Positioning “Thought Leader” “News Maker” Time Requirement Days & Weeks Minutes & Hours Relentless Effort Potential Downside Opportunity Cost Required 28
- 29. Content Planning Triangle SEARCHING ACTING TALKING 29
- 30. Content Triangle inPractice 30
- 31. Content Planning Tools •Evernote& Scrivener – Organize ideas by production – Collaborative contribution & editing – Accessible via desktop, mobile or tablet 31
- 32. Content Planning Tools •Create a content editorial calendar – Manage multiple content types, campaigns, people – Collaborate to create new content & brainstorm promotion plans 32
- 33. 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
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- 35. She’ll love you 35 back
- 36. Maintaining Activity • Choosewisely 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
- 37. Covering Your Bases •Create a social media editorial calendar M T W T F Sa Su 37
- 38. Marrying Content withSocial • Editorial calendar components – Production start and launch dates – Promotion channels – Key metrics 38
- 39. Work Smarter, NotHarder • Facebook & Twitter Effectiveness FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER Link Status Video Photo + 39
- 40. Work Smarter, NotHarder • How Facebook Works 40
- 41. Work Smarter, NotHarder • Winning Combination: • Professional grade photography • Pithy descriptions, complim entary text • No need to make it complicated 41
- 42. Work Smarter, NotHarder • 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
- 43. Content Amplification • Metrics: – Site Traffic – Ratings – Reviews – Likes – Shares 43
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- 45. Measuring Shares • It’sabout more than traffic & followers August 2012 45
- 46. Social Media Metrics •Dollars & Shares 46
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- 48. Why Video isImportant • People remember: 48
- 49. Why Video isImportant • The top search engines: #1 #2 49
- 50. 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
- 51. Let Video Dothe Work • DollarShaveClub.com 51
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- 54. I’m Not ALawyer However… • 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
- 55. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 55
- 56. Email Anatomy PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER 56
- 57. 3 Types ofEmail 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
- 58. Campaigns CAMPAIGN S ONGOING CAMPAIGN MESSAGES CAMPAIGN S S 58
- 59. Triggers TRIGGERS IF THEN 59
- 60. Tracks TRACKS MESSAGE 1 WEEK 1 MESSAGE 2 WEEK 2 MESSAGE 3 WEEK 3 60
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- 62. Welcome Emails • Specialtime when everything is new • Ask to be whitelisted • Offer a special incentive • Set expectations • Collect additional data 62
- 63. Be Relevant 63
- 64. Building Relevance • Askthem: 64
- 65. Building Relevance • Watchthem: Fishing Trips Near CLICK Outdoors Kansas City Unbelievable CLICK Barbecue Food HOTEL SPECIAL: Hawthorne Suites – CLICK Discounts Overland Park 65
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- 68. State of Mobile %of U.S. Adults Who Own a Smartphone 55% 38% October 2011 January 2013 Source: ComScore 68
- 69. State of Mobile Source: Google 69
- 70. Responsive Design Desktop Tablet Mobile 70
- 71. You Have Options ResponsiveDesign • 1 Web Address, No Duplication • Site morphs based on device PRO • Easy & cheap to maintain CON • Less focus on mobile experience 71
- 72. You Have Options DynamicServing • 1 Web Address, No Duplication • Content/experience changes based on device PRO • Better mobile experience CON • Technical complexity • Higher maintenance cost 72
- 73. You Have Options ParallelMobile Site • 2 Separate Sites: 1 Mobile, 1 Desktop PRO • Easy implementation CON • Must make content updates twice • Content duplication risk 73
- 74. Questions? • Chris Sietsema • Chris@TeachtoFishDigital.com • @sietsema • 480.389.5435 74
Editor's Notes
- #40 http://www.emarketer.com/Article.aspx?R=1009296