All Roads Lead Home - Ten Compelling Reasons the Website (vs. Social Media) Should Be Primary Brand Destination

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From Rebecca Murtagh's SFIMA - South Florida Interactive Marketing Association Pubcon Summit Presentation at Nova Southeastern University: All Roads Lead Home Top 10 reasons all roads should lead "Home" (the website). While brands seek the latest in SEO, social media, mobile, usability, Internet marketing and conversion, many overlook the website as the ultimate destination for all online activity. This will resonate with marketers who are constantly being distracted by social media platforms as "destinations" rather than conduits to create relationships they can nurture and convert more effectively from their own website. This session was very well attended. Those present for this standing-room only attendance (and into the hall) session where highly engaged, demonstrating marketers are very interested in making the most of their entire digital strategy and investments.

Business Technology

Fast-forward to a more
contemporary concept
that has become nearly
as obsolete…
#PubCon Rebecca Murtagh @VirtualMarketer

Credit: firth.com
Main Street USA
#PubCon Rebecca Murtagh @VirtualMarketer

#1:
The static, central
marketplace no longer
dominates commerce.
Brands must meet customers
wherever they are.
#PubCon Rebecca Murtagh @VirtualMarketer

Global Social Media Share – March 2013
Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon
#PubCon Rebecca Murtagh @VirtualMarketer

U.S. Social Media Share – March 2013
#PubCon Rebecca Murtagh @VirtualMarketer

#2:
Social users are fickle,
forcing efforts on
multiple social fronts.
Visibility across many platforms is
more realistic when the website
remains the common, primary
destination for all efforts.
Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon
#PubCon Rebecca Murtagh @VirtualMarketer

Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon
Abovethelaw.com

Do your customers know
where to find you?
#PubCon Rebecca Murtagh @VirtualMarketer

#PubCon Rebecca Murtagh @VirtualMarketer

The Website
#PubCon Rebecca Murtagh @VirtualMarketer

#3:
Social Platforms Have
Limitations & Terms
Brands enjoy more freedom &
control when mission-critical
activity resides on the website.
#PubCon Rebecca Murtagh @VirtualMarketer

Possession is 9/10ths of the Law
#PubCon Rebecca Murtagh @VirtualMarketer

Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon
m not an attorney, but this is worthy of careful considera
#PubCon Rebecca Murtagh @VirtualMarketer

#4:
Facebook is not your friend.
Social Media Platforms are self-
contained businesses with their
own goals and agenda.
Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon
#PubCon Rebecca Murtagh @VirtualMarketer

#4:
Facebook is not your friend.
Social Media Platforms are self-
contained businesses with their
own goals and agenda.
#PubCon Rebecca Murtagh @VirtualMarketer

#5:
Total from E-Commerce Sales
can be greatly diminished on
social platforms.
Website-based transactions enable
cross-selling, nimble management,
control of policies etc.
#PubCon Rebecca Murtagh @VirtualMarketer

Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon
#PubCon Rebecca Murtagh @VirtualMarketer

#6:
Social platforms collect
much, yet share precious
little Data.
Website-centric activity enables
measurement of KPI’s,
user activity, analytics, etc.
#PubCon Rebecca Murtagh @VirtualMarketer

#7:
Social Platforms Assumes
Ownership of Content and
Relationships
Website enables brands to
cultivate relationships with
customers, on their own terms.
#PubCon Rebecca Murtagh @VirtualMarketer

#8:
Leaving customer on social
platforms reduces SEO
benefit.
Search Engines openly state
their affinity for social, making
relationship activity and linking
valuable to the SEO initiative.
#PubCon Rebecca Murtagh @VirtualMarketer

#9:
A great deal of activity on
social platforms is not
visible in search.
Using the website to publish and
facilitate conversion can directly
support organic search.
#PubCon Rebecca Murtagh @VirtualMarketer

#10:
Owned + Earned = Authority
Brands can build authority,
visibility and results by
strategically leveraging the
relationship between owned and
earned assets.
#PubCon Rebecca Murtagh @VirtualMarketer

Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon
Source: Google

Facebook Sign-out Ad Illustration.
#PubCon Rebecca Murtagh @VirtualMarketer

Dedicated Landing Page
Continues offer, allows for
performance measurement &
analytics.
#PubCon Rebecca Murtagh @VirtualMarketer

Email Opt-in
Establishes direct, permissioned contact.
#PubCon Rebecca Murtagh @VirtualMarketer

Site Survey
Promotes usability, customer satisfaction and ROI.
#PubCon Rebecca Murtagh @VirtualMarketer

There’s no place like home,
There’s no place like home,
There’s no place like home.

Thanks for viewing!
Because I ran out of books
at the event, I’m offering
you an exclusive discount:
25% off my book!
j.mp/YDKKG3
Use promo code:
LWFY5NUA

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All Roads Lead Home - Ten Compelling Reasons the Website (vs. Social Media) Should Be Primary Brand Destination

1. All Roads Lead Home Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon 123rf.com

2. A Center for Civilization Thrived

3. Fast-forward to a more contemporary concept that has become nearly as obsolete… #PubCon Rebecca Murtagh @VirtualMarketer

4. Unleashedprepaids.com

5. Credit: firth.com Main Street USA #PubCon Rebecca Murtagh @VirtualMarketer

6. #1: The static, central marketplace no longer dominates commerce. Brands must meet customers wherever they are. #PubCon Rebecca Murtagh @VirtualMarketer

7. Global Social Media Share – March 2013 Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon #PubCon Rebecca Murtagh @VirtualMarketer

8. U.S. Social Media Share – March 2013 #PubCon Rebecca Murtagh @VirtualMarketer

9. #2: Social users are fickle, forcing efforts on multiple social fronts. Visibility across many platforms is more realistic when the website remains the common, primary destination for all efforts. Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon #PubCon Rebecca Murtagh @VirtualMarketer

10. Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon Abovethelaw.com

11. Do your customers know where to find you? #PubCon Rebecca Murtagh @VirtualMarketer

12. #PubCon Rebecca Murtagh @VirtualMarketer

13. The Website #PubCon Rebecca Murtagh @VirtualMarketer

14. #3: Social Platforms Have Limitations & Terms Brands enjoy more freedom & control when mission-critical activity resides on the website. #PubCon Rebecca Murtagh @VirtualMarketer

15. Possession is 9/10ths of the Law #PubCon Rebecca Murtagh @VirtualMarketer

16. Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon m not an attorney, but this is worthy of careful considera #PubCon Rebecca Murtagh @VirtualMarketer

17. #4: Facebook is not your friend. Social Media Platforms are self- contained businesses with their own goals and agenda. Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon #PubCon Rebecca Murtagh @VirtualMarketer

18. #4: Facebook is not your friend. Social Media Platforms are self- contained businesses with their own goals and agenda. #PubCon Rebecca Murtagh @VirtualMarketer

19. #5: Total from E-Commerce Sales can be greatly diminished on social platforms. Website-based transactions enable cross-selling, nimble management, control of policies etc. #PubCon Rebecca Murtagh @VirtualMarketer

20. Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon #PubCon Rebecca Murtagh @VirtualMarketer

21. Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon #PubCon Rebecca Murtagh @VirtualMarketer

22. #PubCon Rebecca Murtagh @VirtualMarketer

23. #6: Social platforms collect much, yet share precious little Data. Website-centric activity enables measurement of KPI’s, user activity, analytics, etc. #PubCon Rebecca Murtagh @VirtualMarketer

24. #7: Social Platforms Assumes Ownership of Content and Relationships Website enables brands to cultivate relationships with customers, on their own terms. #PubCon Rebecca Murtagh @VirtualMarketer

25. #8: Leaving customer on social platforms reduces SEO benefit. Search Engines openly state their affinity for social, making relationship activity and linking valuable to the SEO initiative. #PubCon Rebecca Murtagh @VirtualMarketer

26.

27.

28. #9: A great deal of activity on social platforms is not visible in search. Using the website to publish and facilitate conversion can directly support organic search. #PubCon Rebecca Murtagh @VirtualMarketer

29. #PubCon Rebecca Murtagh @VirtualMarketer

30. #10: Owned + Earned = Authority Brands can build authority, visibility and results by strategically leveraging the relationship between owned and earned assets. #PubCon Rebecca Murtagh @VirtualMarketer

31. Rebecca Murtagh @VirtualMarketer #SFIMA #Pubcon Source: Google

32. Facebook Sign-out Ad Illustration. #PubCon Rebecca Murtagh @VirtualMarketer

33. Dedicated Landing Page Continues offer, allows for performance measurement & analytics. #PubCon Rebecca Murtagh @VirtualMarketer

34. Email Opt-in Establishes direct, permissioned contact. #PubCon Rebecca Murtagh @VirtualMarketer

35. Site Survey Promotes usability, customer satisfaction and ROI. #PubCon Rebecca Murtagh @VirtualMarketer

36. There’s no place like home, There’s no place like home, There’s no place like home.

37. Thanks for viewing! Because I ran out of books at the event, I’m offering you an exclusive discount: 25% off my book! j.mp/YDKKG3 Use promo code: LWFY5NUA

Editor's Notes

All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC
All Roads Lead to Home - Rebecca Murtagh a/k/a @VirtualMarketer of Karner Blue Marketing LLC

All Roads Lead Home - Ten Compelling Reasons the Website (vs. Social Media) Should Be Primary Brand Destination

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