WILL CRITCHLOW
Mediocre to Great
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http://dis.tl/website-survey (Take a copy, then you can access the form)
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Start with the “5 whys”
WHY?
Picture: http://www.flickr.com/photos/mloberg/5055462314/
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Quickly modified to the “3 or 4 whys”
Picture: http://www.flickr.com/photos/lasse_chr/2063315220/
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Not doing anything
Not doing enough / the right things
Not acknowledging weaknesses
There are 3 main problems I see
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… Not cultivating spiky enough spikes
There is a rarer problem right at the
top
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Mediocre to Good
Mainly about activity and removing gaps / barriers
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Good to Great
More about cultivating spikes of amazing
Discover
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Discover what it’s going to take
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Discover where your strengths and
weaknesses lie
Pitch
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Agency types:
I don’t mean “only start getting paid after this”
Experiment
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Invest
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Let’s dive into the details
Discover
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Ever graded anything out of 5?
1
• 5% of responses
2
• Almost no-one
3
• Almost no-one
4
• Almost everyone
5
• Arrogant few
Better than average, but could be better
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We live in an “exceptional takes all” world Source: http://www.asymco.com/2012/02/03/first-apples-rank-in-mobile-phone-profitability-and-
revenues/
Apple at one stage had 9% of
the handset market but 75% of
the industry’s gross margin
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Yes, that Y-axis is in $billions Source: http://barefigur.es/
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No experience: I don't know about this
area / haven't worked on this / it isn't
relevant to my role
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Basic competence: I have done some
work in this area. You can delegate me
tasks but I may need support or I may
have a few questions
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Core competence: I am rarely stumped
in this area and can handle poorly-
defined tasks with no worries. I can teach,
train and manage others' work in this
area.
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“Distilled expert”: I am one of a small
number of people everyone in Distilled
turns to with “1%” problems in this area
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Renowned expert: I am acknowledged
outside Distilled for being right at the top
in this area
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Design Content Permission
assets Investment USPs
I created a self-assessment for websites
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None / N/A: Not something you do
(successfully)
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Basic competitiveness: You invest time
and money in this area
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Core competitiveness: You keep pace
with and occasionally outstrip competitors
in this area. In most areas, for most companies, this will be as good as it
gets
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Industry leader: Known for being at or
very near the top of all sites in your
industry in this area
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Internet leader: An impartial observer
has selected you as a case study /
example of excellence in this area across
all niches online.
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Many companies achieve nothing rated this
highly and it will be exceptionally unusual to
score this highly in multiple areas.
“Internet leader”
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Internet leader: An impartial observer has
selected you as a case study / example
of excellence in this area across all
niches online. Get used to it, a conflation of “good” and
“famous” is just how the world works
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http://dis.tl/website-survey (Take a copy, then you can access the form)
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Important: score on an exponential scale
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We see interesting things from the plot
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Of course it doesn’t explain all variation
National brand outperforming
their website’s “quality”
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We should really think of it as dynamic
Startup with great site and products
that hasn’t won loads of links (yet)
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Action: line yourself up against competitors Conditional formatting is your friend
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Action: compare to aspirations Conditional formatting is your friend
These are the easiest
areas to change in the
short term
Arena Flowers
Oyster
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Arena Flowers is investing in content
My advice?
Don’t stop doing this,
but focus hard on how
you can build
permission assets out
of it – particularly
repeat visitors to the
site.
http://www.arenaflowers.com/video_campaigns/dubstep_flowe
rs
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What would I focus on for Oyster? In some ways harder to work out how to move the needle
Digging deeper into this, we see some spikes (non-commercial email list and
influencer relationships) and some gaps (community / UGC). I would double-down on
the spikes before addressing the gaps.
Oyster
Sometimes you need
someone else to tell you
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WILL CRITCHLOW - @willcritchlow
See the Whiteboard Friday: Replicating Google’s Panda Questionnaire
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Plotting direct visitors against linking root
domains is interesting
“how to write a blog post”
Targeted bloggers
“how many links should an infographic
get”
Much more likely to get tweeted
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Funny vs. Interesting
http://www.distilled.net/blog/social-media/how-to-write-a-blog-post/ http://www.distilled.net/blog/reputation-monitor/how-many-links-should-an-infographic-get/
How?
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Pages report filtered to content you’re interested
in
Choose the subset of content you want to
analyse
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First, get unique visitors (direct traffic segment)
Remember this number for later
Make sure # results is greater than number of
rows, then export to TSV
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Then get domains linking to that content
Then export to TSV
again
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You want to change sub-domains to root domains
There is no way of doing this algorithmically. I whitelisted a few TLDs and then
stripped any sub-domains that didn’t match. I didn’t need it to be perfect.
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Those aren’t all followed links!
I don’t care. Traffic sent by links is still one of my favourite metrics
for judging a link’s worth.
Zero traffic = meh
Lots of traffic even if nofollow = much more interest
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A bit of Excel gets you linking domains and unique PV
(direct segment) for each piece of content
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Put both axes on a log scale to see detail
“how to write a blog post”
Targeted bloggers
“how many links should an infographic
get”
Much more likely to get tweeted
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~0.5% of visitors link to our blog content (from a new domain)
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Surprisingly high correlation on many sites (This is SEOmoz)
Web developers cheat sheet
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~0.4% of visitors link to SEOmoz blog
content (from a new domain)
The main reason
we have fewer links
than SEOmoz is
that fewer people
see our content
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Some other similar things you could measure
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Average number of referring domains per
piece of content
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Average number of new referring
domains per piece of content
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Average number of new pieces of content
getting links each month
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Actions
Try out my self-assessment
Benchmark against key competitors
Benchmark against aspirations
Compare gaps in quality to gaps in performance
Run the analytics stats to get baselines
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Take this kind of thing into the next stage
These are the easiest
areas to change in the
short term
Arena Flowers
Oyster
Pitch
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Example of pitching to (existing) client Details changed to protect the innocent
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Recently pitched a “travel big picture”
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Big photography works. Lightning strikes
repeatedly
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You have (and can get) amazing photos
Picture: http://www.flickr.com/photos/elizacole/2628863845/
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It scales beautifully – endless themes Colours, landscapes, animals, beaches, people, etc.
Link: http://pinterest.com/nicolewaites/drive-until-the-map-turns-blue/
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But start with an experiment We might be wrong (more about launchrock later)
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Business model comparisons A metaphor business people understand
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Content library = Physical real estate Drives footfall to point of sale. Lets great product do its job
Picture: http://www.flickr.com/photos/coda/74796428/in/photostream/
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Good conversion rate = Efficient supply chain Gives you pricing power and / or allows a bigger marketing spend
Picture: http://www.flickr.com/photos/crawfishpie/489771072/
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Lifestyle business vs. Growth company Is there scalability and flywheel potential in your link building strategy?
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We run through HBR case studies at lunchtime
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Some are even directly relevant to pitching http://hbr.org/2010/01/how-i-did-it-aflacs-ceo-explains-how-he-fell-for-the-duck/ar/1
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Actions
Pitch a big idea and a small next step
[Also – set up a learnch with colleagues]
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Take sign-off on experiments to the next stage
Experiment
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To find out what works for you
To prove what works to someone else
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“I can’t stop reading this analysis of Gawker’s
editorial strategy” http://www.niemanlab.org/2012/03/i-cant-stop-reading-this-analysis-of-gawkers-editorial-strategy/
SPEAKER NAME - EDIT FOOTER
33 percent fewer posts;
40 percent greater traffic
Kerry Lauerman, Editor in Chief, Salon.com Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
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GE has an award for “ambitious failed projects” More info: http://www.thesundaytimes.co.uk/sto/public/Appointments/article670525.ece
Image credit:
http://www.flickr.com/photos/eschipul/4204934214/
Jeff Immelt, Chairman of GE, cultivator of
spikes
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Career tip – show your boss this clip:
“how quickly the world owes him
something”
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The MVP isn’t what you think it is (if you haven’t actually read the book)
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On-track on the hockey stick
“On track” over here cannot
(should not) be “successfully
made no money yet”
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Use tools like launchrock.com
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This page has a 40% conversion rate
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We built it in 10 minutes www.distilled.net/store/u
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Also love kickofflabs.com
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Good excuse for off-site creativity
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A brief look at the stats
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It even ranked (was #1 when the news
broke)
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Actions
Read The Lean Startup
Take one element of your big vision and launch an
MVP experiment ASAP (what could you launch on
Monday?)
Update reports to include the metrics your
experiments are focussed on
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Take the evidence and ideas to the next
stage
Invest
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Checklists help us win
Since last time, I’ve actually read the book.
Key (new) take-aways:
• Use shorter checklists
• Communication checklists are a good idea
• Ask “what should we do if that goes wrong?”
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Excerpt from our creative ideas
checklist
• Can you find 10 target
sites in 10 minutes?
• Have they linked out to
content like this before?
Making plans
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Inputs:
SERPs / Competitor identification
Competitor tactics (What are they doing?
What works? Where are they winning?)
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Outputs:
Activity plan (with activity targets)
Testable assumptions
(activity results & results outcomes)
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Measure progress towards your plans
Who hates planning?
I thought I did, then I realised I hate plans
See this presentation for more of my thoughts on
that:
http://www.slideshare.net/willcritchlow/metrics-that-matter
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Discover what you need to improve and to win
Pitch big visions and small next steps
Experiment to find ways to improve and to persuade
Invest with evidence and experience in hand
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Thank You
Any Questions?