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.

1. Owned Media
March 18, 2013

2. House Rules
• Interrupt me
– No, really. It’s OK.
• Ask questions
• Something specific?
– I’ll stick around after
2

3. Paid
3

4. Earned
4

5. Owned
5

6. New Challenge/Opportunity
6

7. We Used to Look Like…
• Account People
• Creative People
• Media Buyers
• Traffic Coordinators
7

8. But Today It’s More Like…
Metrics
Media Strategy
Social Creative
Search Content
Code
8

9. Owned Media Elements
• Website Usability
• Content Marketing
• Social Media
• Video
• Email
• Mobile
9

10. Usability

12. Patience on the
Web

13. Short Term Memory
7 2
13

14. Tips for Way Finding
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 Way Finding
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 Way Finding
Provide progress indicators
16

17. Tips for Way Finding
Rely on Site Search
• Functionality is familiar
• Use insights to build relevance
• http://www.google.com/cse/
• Test effectiveness
17

18. Tips for Way Finding
Keep the visitor going
“YOU’LL ALSO LIKE” ALWAYS BE CLOSING
18

19. The Website Usability Bible
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 who makes a team great
is much more valuable than a
great player.”
21

22. 22

23. Tools for Testing
23

24. Tools for Testing
USERTESTING.COM
24

25. Content
Marketing

26. Sit or Squat?
26

27. Bricks vs. Feathers
• What weighs more:
– 5 lbs of bricks?
– 5 lbs of feathers?
27

28. Bricks vs. Feathers
Content Type 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 in Practice
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

34. Social Media

35. She’ll love you
35
back

36. 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

37. Covering Your Bases
• Create a social media editorial calendar
M T W T F Sa Su
37

38. Marrying Content with Social
• Editorial calendar components
– Production start and launch dates
– Promotion channels
– Key metrics
38

39. Work Smarter, Not Harder
• Facebook & Twitter Effectiveness
FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER
Link
Status
Video
Photo +
39

40. Work Smarter, Not Harder
• How Facebook
Works
40

41. Work Smarter, Not Harder
• Winning Combination:
• Professional grade
photography
• Pithy
descriptions, complim
entary text
• No need to make it
complicated
41

42. 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

43. Content Amplification
• Metrics:
– Site Traffic
– Ratings
– Reviews
– Likes
– Shares
43

44. Content Amplification
44

45. Measuring Shares
• It’s about more than traffic & followers
August 2012
45

46. Social Media Metrics
• Dollars & Shares
46

47. Video

48. Why Video is Important
• People remember:
48

49. Why Video is Important
• 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 Do the Work
• DollarShaveClub.com
51

52. Email
Marketing

53. Build Your List
53

54. I’m Not A Lawyer
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 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

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

61. Immediate Gratification
61

62. Welcome Emails
• Special time 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
• Ask them:
64

65. Building Relevance
• Watch them:
Fishing Trips Near
CLICK  Outdoors
Kansas City
Unbelievable CLICK 
Barbecue Food
HOTEL SPECIAL:
Hawthorne Suites – CLICK 
Discounts
Overland Park
65

66. Mobile

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
Responsive Design
• 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
Dynamic Serving
• 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
Parallel Mobile 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
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