Paramore University Spring 2013 - 12 Steps to Digital Sanity

www.paramore.is#ParamoreU

#ParamoreU

12 Steps

#ParamoreU

admitted we were powerlessover __________

and that our lives had becomeunmanageable

#ParamoreU

admitted we were powerlessover my children’s choices

#ParamoreU

admitted we were powerlessover taxes

#ParamoreU

admitted we were powerlessover my past

#ParamoreU

admitted we were powerlessover the future

#ParamoreU

and the Internet

#ParamoreU

I feel ya.

#ParamoreU

Step 1

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Admit that it's all about content.

#ParamoreU

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)

#ParamoreU

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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Button or link text

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Meta data(page titles, alt text, etc.)

#ParamoreU

What is your website without content?

#ParamoreU

Content is your product(online)

#ParamoreU

Develop your content like you would a product.

#ParamoreU

Step 2

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Stop reporting. Start improving.

#ParamoreU

Stop thinking it’s all about unique visitors

#ParamoreU

Stop thinking it’s all about page views

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Stop thinking it’s all about bounce rates

#ParamoreU

What do you do with all these numbers?

#ParamoreU

Unique Visitors...

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“What are they doing?” is more important than

“how many?”

#ParamoreU

A few misconceptions and oversimplifications

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Bounce rates should be low, right?

#ParamoreU

It depends...

#ParamoreU

Know your context

#ParamoreU

Page views should be high, right?

#ParamoreU

It depends...

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Start admitting it’s about engagement

#ParamoreU

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

#ParamoreU

It’s NOT how people should use your website

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It’s how people really use your website

#ParamoreU

Step 3

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Play nice with the Panda and Penguin

#ParamoreU

A panda and a penguin walk into a

#ParamoreU

Sorry...I couldn’t resist

#ParamoreU

What is SEO...really?

#ParamoreU

It’s NOT about tips and tricks and shortcuts

#ParamoreU

Design your website for what you and your users need

#ParamoreU

Google wants to keep out cheaters

#ParamoreU

Or from making your website harder to use

#ParamoreU

SERPs are like exclusive restaurants

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Panda picks the best items to go on the menu (SERP)

#ParamoreU

Penguin is like an inspector who kicks out shady suppliers

#ParamoreU

Google wants you...

“to be free to focus on creating amazing, compelling websites.” -Google

#ParamoreU

Google does NOT want to be a search engine

#ParamoreU

Google wants to be a recommendation engine

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Google improves ranking for sites that have...

#ParamoreU

Good engagement

#ParamoreU

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

#ParamoreU

Get ranked higher by Google

#ParamoreU

Step 4

#ParamoreU

Take control of yourGoogle listing.

#ParamoreU

Your website is getting smaller

#ParamoreU

Users connect to your digital presence(not just your website)

#ParamoreU

Google features websites with strong interaction

#ParamoreU

Google features your Google Places presence

#ParamoreU

Happy, successful users may not be visitors.

#ParamoreU

On your website you are who you say you are

#ParamoreU

On the Web you are who others say you are

#ParamoreU

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

#ParamoreU

Simpler way to navigate

#ParamoreU

Multidimensional searching

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Personal information gets exposed

#ParamoreU

Graph search is not a search engine

#ParamoreU

Greater value on good, personalized content and

keywords

#ParamoreU

Greater value on good, personalized content and

keywords

#ParamoreU

Opportunities for targeted Facebook advertising

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Greater impact in B2C

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Step 7

#ParamoreU

Social networks are getting mature.

#ParamoreU

Class of 2008

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Facebook

MySpace

YouTube

Twitter

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Class of 2013

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Facebook = Big Daddy(sharing + connecting)

#ParamoreU

Twitter = Social/SMS Hybrid(sharing + customer intel)

#ParamoreU

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?

#ParamoreU

Spending(Facebook & Pinterest)

#ParamoreU

Participation(Facebook & Twitter)

#ParamoreU

Hobbies(Facebook & Pinterest)

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Networking(Facebook & LinkedIn)

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Now that you know it all...

#ParamoreU

Know it all will change.(sigh)

#ParamoreU

Step 8

#ParamoreU

Email is not dead

#ParamoreU

Mobile opens will surpass desktop this year.

#ParamoreU

1 in 3 emails is the key to making a mobile purchase

#ParamoreU

18-34 year olds are most responsive to mobile

optimized email

#ParamoreU

Social share buttons boost email performance

#ParamoreU

Don’t send half-assed emails

#ParamoreU

Distribute good information to the right people at the

right time

#ParamoreU

Step 9

Mobile isn’t optional

Multiple mobile devices

A few Ferraris

+$10 billion

50% of website visitors worldwide

Desktop visits will be in the minority

What about yoursite today?

Last 6 months

www.paramore.is

10 clients

#ParamoreU

2,622,000 total visits

687,000 were devices

26% of visits were from a mobile device

If devices were a browser

#2 behind IE

What’s the experience fora quarter of your visitors?

“Mobile friendly”

Content’s available.Not jacked up.

www.paramore.is

Mobile version

#ParamoreU

Responsive

The site responds to the device

It’s part of the process

Mobile-first design

Responsive kills“view full site” links

Quick impact

Call links & map links

Responsive responsibility

Step 10

Build an app because you need one...

Not because everyone else has one

Why an app?

Native functionality

Utility

Frequency

Accounts

Why not an app?

Timeline

Versions & updates

Testing

It’s about your goal?

Start with a problem,not a technology

Does an app solve a problem for your customer?

Boss ≠ customer

Already have an app?

Budget for updates & enhancements

Use flurry

Considering an app?

Build it online

Apps are great

Step 11

Your digital goals should support your business goals

Back in the day, digital and traditional had

different goals

Segmented marketing

Different mediums

Different teams

Different agencies

Measurable results & quick turnarounds

Fast, fun & cheap

Measurability is changing

Viral videos and memes are awesome

That never gets old

Not a strategy

Digital + traditional

support marketing goals

New projects should startwith a review of business goals

Advance the brand

Move toward impact

But what’s impact?

20,000 site visitsor

100 social sharesor

10 phone calls

It depends

What’s your goal?

How do you measure?

100,000 visits

Buying a ticket

Booking a room

Filling out a contact form

Effect the bottom line

No more retroactive pacing

Decide on measurabilitybefore launch

Leave room for interpretation, but stand

by the results good or bad

Digital has to support yourbusiness goals

Step 12

Make the digital pledge

My digital presence is a dynamic marketing tool...

And as such...

It will never be finished...

And that’s OK.

Paramore University Spring 2013 - 12 Steps to Digital Sanity

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