Paramore University Spring 2013 - 12 Steps to Digital Sanity

www.paramore.is#ParamoreU

http://www.paramore.is


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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


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admitted we were powerlessover taxes


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admitted we were powerlessover my past


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admitted we were powerlessover the future


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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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Facebook

MySpace

YouTube

Twitter

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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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Step 9




Mobile isn’t optional







Multiple mobile devices




A few Ferraris




+$10 billion




2014




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.










Technology

Paramore University Spring 2013 - 12 Steps to Digital Sanity