owned media
DESCRIPTION
Notes on website usability, content marketing, social media, video, email marketing and mobile for a digital marketing class.TRANSCRIPT
Owned Media
March 18, 2013
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House Rules
• Interrupt me– No, really. It’s OK.
• Ask questions• Something specific? – I’ll stick around after
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Paid
4
Earned
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Owned
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New Challenge/Opportunity
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We Used to Look Like…
• Account People
• Creative People
• Media Buyers
• Traffic Coordinators
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But Today It’s More Like…
9
Owned Media Elements
• Website Usability
• Content Marketing
• Social Media
• Video
• Mobile
Usability
Patience on the Web
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Short Term Memory
7 ± 2
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Tips for Way Finding
Allow visitors to determine navigation priority
• About Us• News• Product– How It Works
• Contact
• Product• How It Works• News• About Us • Contact
YOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS:
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Tips for Way Finding
Allow visitors to know where they are and get back easily
• Show State
• Bread Crumb Navigation– Food >> Dining >> Seafood >>
Scoma’s
AVAILABLE AVAILABLE AVAILABLE ACTIVE AVAILABLE
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Tips for Way Finding
Provide progress indicators
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Tips for Way Finding
Rely on Site Search
• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/
• Test effectiveness
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Tips for Way Finding
Keep the visitor going
“YOU’LL ALSO LIKE” ALWAYS BE CLOSING
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The Website Usability Bible
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Test Everything
Message | Creative | Call to ActionAd Specs | Venue | Location | Daypart
Add to Cart Add to Cartvs.
vs.
vs.
$ OFF % OFF
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“A player who makes a team great is much more valuable than a great player.”
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Tools for Testing
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Tools for TestingU
SERTES
TIN
G.C
OM
Content Marketing
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Sit or Squat?
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Bricks vs. Feathers
• What weighs more: – 5 lbs of bricks?– 5 lbs of feathers?
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Bricks vs. Feathers
Content Type Bricks Feathers
Definition Productions Posts & Snippets
Positioning “Thought Leader” “News Maker”
Time Requirement
Days & Weeks Minutes & Hours
Potential Downside
Opportunity Cost Relentless Effort Required
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Content Planning Triangle
SEARCHING
TALKINGACTING
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Content Triangle in Practice
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Content Planning Tools
• Evernote & Scrivener– Organize ideas by
production– Collaborative
contribution & editing– Accessible via desktop,
mobile or tablet
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Content Planning Tools
• Create a content editorial calendar–Manage multiple content
types, campaigns, people– Collaborate to create new
content & brainstorm promotion plans
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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
Social Media
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She’ll love you back
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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
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Covering Your Bases
• Create a social media editorial calendarM T W T F Sa Su
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Marrying Content with Social• Editorial calendar components– Production start and launch dates– Promotion channels– Key metrics
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Work Smarter, Not Harder
• Facebook & Twitter Effectiveness
Photo
Video
Status
Link
FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER
+
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Work Smarter, Not Harder
• How Facebook Works
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Work Smarter, Not Harder
• Winning Combination:
• Professional grade photography
• Pithy descriptions, complimentary text
• No need to make it complicated
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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
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Content Amplification
• Metrics:– Site Traffic– Ratings– Reviews– Likes– Shares
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Content Amplification
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Measuring Shares
• It’s about more than traffic & followers
August 2012
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Social Media Metrics
• Dollars & Shares
Video
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Why Video is Important
• People remember:
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Why Video is Important
• The top search engines:
#1 #2
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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
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Let Video Do the Work
• DollarShaveClub.com
Email Marketing
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Build Your List
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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?”
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Email Anatomy
PREHEADERHEADER
NAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTERCAN-SPAM / DISCLAIMER
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Email Anatomy
PREHEADERHEADER
NAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTERCAN-SPAM / DISCLAIMER
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3 Types of Email Programs
CAMPAIGNS
CAMPAIGNS
TRACKS TRIGGERSCAMPAIGN
S
MESSAGE 1WEEK 1 IF ONGOING
MESSAGES
MESSAGE 2WEEK 2 THEN
MESSAGE 3WEEK 3
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Campaigns
CAMPAIGNS
CAMPAIGNS
CAMPAIGNS
ONGOINGMESSAGES
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Triggers
TRIGGERS
IF
THEN
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Tracks
TRACKS
MESSAGE 1WEEK 1
MESSAGE 2WEEK 2
MESSAGE 3WEEK 3
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Immediate Gratification
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Welcome Emails
• Special time when everything is new
• Ask to be whitelisted
• Offer a special incentive
• Set expectations
• Collect additional data
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Be Relevant
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Building Relevance
• Ask them:
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Building Relevance
• Watch them:
Fishing Trips Near Kansas City OutdoorsCLICK
CLICK
CLICK
Unbelievable Barbecue
HOTEL SPECIAL:Hawthorne
Suites – Overland Park
Food
Discounts
Mobile
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State of Mobile
Source: ComScore
38%
55%% of U.S. Adults Who Own a Smartphone
October 2011
January 2013
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State of Mobile
Source: Google
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Responsive Design
Desktop Tablet Mobile
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You Have Options
Responsive Design• 1 Web Address, No Duplication• Site morphs based on device
PRO• Easy & cheap to maintainCON• Less focus on mobile experience
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You Have Options
Dynamic Serving• 1 Web Address, No Duplication• Content/experience changes based on device
PRO• Better mobile experienceCON• Technical complexity• Higher maintenance cost
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You Have Options
Parallel Mobile Site• 2 Separate Sites:
1 Mobile, 1 Desktop
PRO• Easy implementationCON• Must make content updates twice• Content duplication risk
