paramore university spring 2013 - 12 steps to digital sanity
TRANSCRIPT
#ParamoreU
12 Steps
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admitted we were powerlessover __________
and that our lives had becomeunmanageable
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admitted we were powerlessover my children’s choices
and that our lives had becomeunmanageable
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admitted we were powerlessover taxes
and that our lives had becomeunmanageable
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admitted we were powerlessover my past
and that our lives had becomeunmanageable
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admitted we were powerlessover the future
and that our lives had becomeunmanageable
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and the Internet
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I feel ya.
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Step 1
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Admit that it's all about content.
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Content is NOT king
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A king’s will must be obeyed(does this sound like your content?)
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Content is your product(online)
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Content comes in many forms
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Copywriting(website copy, articles, blog posts, etc.)
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Imagery (photos, illustrations, etc.)
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Video
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Button or link text
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Meta data(page titles, alt text, etc.)
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What is your website without content?
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Content is your product(online)
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Develop your content like you would a product.
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Step 2
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Stop reporting. Start improving.
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Stop thinking it’s all about unique visitors
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Stop thinking it’s all about page views
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Stop thinking it’s all about bounce rates
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What do you do with all these numbers?
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Unique Visitors...
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“What are they doing?” is more important than
“how many?”
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A few misconceptions and oversimplifications
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Bounce rates should be low, right?
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It depends...
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Know your context
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Page views should be high, right?
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It depends...
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Start admitting it’s about engagement
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Look at visitor data
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and look at behavioral data
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Make decisions and act on them
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Multivariant testing
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Form flow analytics
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Adjust user flows
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Keep creating valuable content
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It’s NOT how people should use your website
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It’s how people really use your website
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Step 3
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Play nice with the Panda and Penguin
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A panda and a penguin walk into a
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Sorry...I couldn’t resist
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What is SEO...really?
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It’s NOT about tips and tricks and shortcuts
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Design your website for what you and your users need
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Google wants to keep out cheaters
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Or from making your website harder to use
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SERPs are like exclusive restaurants
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Panda picks the best items to go on the menu (SERP)
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Penguin is like an inspector who kicks out shady suppliers
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Google wants you...
“to be free to focus on creating amazing, compelling websites.” -Google
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Google does NOT want to be a search engine
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Google wants to be a recommendation engine
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Google improves ranking for sites that have...
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Good engagement
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Good content
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Good structures
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Good conversions
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Create and maintain websites useful to users
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Get ranked higher by Google
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Step 4
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Take control of yourGoogle listing.
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Your website is getting smaller
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Users connect to your digital presence(not just your website)
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Google features websites with strong interaction
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Google features your Google Places presence
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Happy, successful users may not be visitors.
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On your website you are who you say you are
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On the Web you are who others say you are
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Step 5
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Don’t sweat yourwebsite traffic.
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Overall it’s down 70%
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They’re mobile & social
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Step 6
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Embrace graph search
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Sure! But first...
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WTF is Graph Search?
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People who like Cycling and from my hometown
My friends who like The Belcourt
Restaurants in London My Friends have been to
My friends who like The Belcourt
Why it matters
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Simpler way to navigate
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Multidimensional searching
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Personal information gets exposed
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Graph search is not a search engine
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Greater value on good, personalized content and
keywords
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Greater value on good, personalized content and
keywords
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Opportunities for targeted Facebook advertising
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Greater impact in B2C
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Step 7
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Social networks are getting mature.
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Class of 2008
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MySpace
YouTube
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Class of 2013
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Facebook = Big Daddy(sharing + connecting)
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Twitter = Social/SMS Hybrid(sharing + customer intel)
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Pinterest = Social Media Pics(mobile + visual)
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Google+ = Only Google Cares(SEO + segmentation)
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LinkedIn = Professional(networking + finding leads)
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Which social platforms drive us to action?
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Spending(Facebook & Pinterest)
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Participation(Facebook & Twitter)
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Hobbies(Facebook & Pinterest)
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Networking(Facebook & LinkedIn)
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Now that you know it all...
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Know it all will change.(sigh)
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Step 8
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Email is not dead
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Mobile opens will surpass desktop this year.
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1 in 3 emails is the key to making a mobile purchase
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18-34 year olds are most responsive to mobile
optimized email
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Social share buttons boost email performance
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158%
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So...
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Don’t send half-assed emails
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Distribute good information to the right people at the
right time
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50% of website visitors worldwide
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Desktop visits will be in the minority
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26% of visits were from a mobile device
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What’s the experience fora quarter of your visitors?
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Content’s available.Not jacked up.
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The site responds to the device
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Responsive kills“view full site” links
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Build an app because you need one...
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Not because everyone else has one
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Start with a problem,not a technology
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Does an app solve a problem for your customer?
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Budget for updates & enhancements
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Your digital goals should support your business goals
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Back in the day, digital and traditional had
different goals
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Measurable results & quick turnarounds
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Viral videos and memes are awesome
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New projects should startwith a review of business goals
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20,000 site visitsor
100 social sharesor
10 phone calls
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Decide on measurabilitybefore launch
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Leave room for interpretation, but stand
by the results good or bad
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Digital has to support yourbusiness goals
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My digital presence is a dynamic marketing tool...
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It will never be finished...
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