Owned Media

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

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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…

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Owned Media Elements

• Website Usability

• Content Marketing

• Social Media

• Video

• Email

• 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

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Questions?

• Chris Sietsema• [email protected]• @sietsema• 480.389.5435