Owned Media

Owned Media

March 18, 2013

2

House Rules

• Interrupt me– No, really. It’s OK.

• Ask questions• Something specific? – I’ll stick around after

3

Paid

4

Earned

5

Owned

6

New Challenge/Opportunity

7

We Used to Look Like…

• Account People

• Creative People

• Media Buyers

• Traffic Coordinators

8

But Today It’s More Like…

9

Owned Media Elements

• Website Usability

• Content Marketing

• Social Media

• Video

• Email

• Mobile

Usability

Patience on the Web

13

Short Term Memory

7 ± 2

14

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:

15

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

16

Tips for Way Finding

Provide progress indicators

17

Tips for Way Finding

Rely on Site Search

• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/

• Test effectiveness

18

Tips for Way Finding

Keep the visitor going

“YOU’LL ALSO LIKE” ALWAYS BE CLOSING

19

The Website Usability Bible

20

Test Everything

Message | Creative | Call to ActionAd Specs | Venue | Location | Daypart

Add to Cart Add to Cartvs.

vs.

vs.

$ OFF % OFF

21

“A player who makes a team great is much more valuable than a great player.”

22

23

Tools for Testing

24

Tools for TestingU

SERTES

TIN

G.C

OM

Content Marketing

26

Sit or Squat?

27

Bricks vs. Feathers

• What weighs more: – 5 lbs of bricks?– 5 lbs of feathers?

28

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

29

Content Planning Triangle

SEARCHING

TALKINGACTING

30

Content Triangle in Practice

31

Content Planning Tools

• Evernote & Scrivener– Organize ideas by

production– Collaborative

contribution & editing– Accessible via desktop,

mobile or tablet

32

Content Planning Tools

• Create a content editorial calendar–Manage multiple content

types, campaigns, people– Collaborate to create new

content & brainstorm promotion plans

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

Social Media

35

She’ll love you 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

37

Covering Your Bases

• Create a social media editorial calendarM T W T F Sa Su

38

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

39

Work Smarter, Not Harder

• Facebook & Twitter Effectiveness

Photo

Video

Status

Link

FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER

+

40

Work Smarter, Not Harder

• How Facebook Works

41

Work Smarter, Not Harder

• Winning Combination:

• Professional grade photography

• Pithy descriptions, complimentary text

• No need to make it complicated

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

43

Content Amplification

• Metrics:– Site Traffic– Ratings– Reviews– Likes– Shares

44

Content Amplification

45

Measuring Shares

• It’s about more than traffic & followers

August 2012

46

Social Media Metrics

• Dollars & Shares

Video

48

Why Video is Important

• People remember:

49

Why Video is Important

• The top search engines:

#1 #2

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

51

Let Video Do the Work

• DollarShaveClub.com

Email Marketing

53

Build Your List

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?”

55

Email Anatomy

PREHEADERHEADER

NAVIGATION

PRIMARY MESSAGE

SECONDARY MESSAGE

TERTIARY MESSAGE

RECOVERY / FOOTERCAN-SPAM / DISCLAIMER

56

Email Anatomy

PREHEADERHEADER

NAVIGATION

PRIMARY MESSAGE

SECONDARY MESSAGE

TERTIARY MESSAGE

RECOVERY / FOOTERCAN-SPAM / DISCLAIMER

57

3 Types of Email Programs

CAMPAIGNS

CAMPAIGNS

TRACKS TRIGGERSCAMPAIGN

S

MESSAGE 1WEEK 1 IF ONGOING

MESSAGES

MESSAGE 2WEEK 2 THEN

MESSAGE 3WEEK 3

58

Campaigns

CAMPAIGNS

CAMPAIGNS

CAMPAIGNS

ONGOINGMESSAGES

59

Triggers

TRIGGERS

IF

THEN

60

Tracks

TRACKS

MESSAGE 1WEEK 1

MESSAGE 2WEEK 2

MESSAGE 3WEEK 3

61

Immediate Gratification

62

Welcome Emails

• Special time when everything is new

• Ask to be whitelisted

• Offer a special incentive

• Set expectations

• Collect additional data

63

Be Relevant

64

Building Relevance

• Ask them:

65

Building Relevance

• Watch them:

Fishing Trips Near Kansas City OutdoorsCLICK

CLICK

CLICK

Unbelievable Barbecue

HOTEL SPECIAL:Hawthorne

Suites – Overland Park

Food

Discounts

Mobile

68

State of Mobile

Source: ComScore

38%

55%% of U.S. Adults Who Own a Smartphone

October 2011

January 2013

69

State of Mobile

Source: Google

70

Responsive Design

Desktop Tablet Mobile

71

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

72

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

73

You Have Options

Parallel Mobile Site• 2 Separate Sites:

1 Mobile, 1 Desktop

PRO• Easy implementationCON• Must make content updates twice• Content duplication risk

74

Questions?

• Chris Sietsema• Chris@TeachtoFishDigital.com• @sietsema• 480.389.5435