Download - Owned Media
![Page 1: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/1.jpg)
Owned Media
March 18, 2013
![Page 2: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/2.jpg)
2
House Rules
• Interrupt me– No, really. It’s OK.
• Ask questions• Something specific? – I’ll stick around after
![Page 3: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/3.jpg)
3
Paid
![Page 4: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/4.jpg)
4
Earned
![Page 5: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/5.jpg)
5
Owned
![Page 6: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/6.jpg)
6
New Challenge/Opportunity
![Page 7: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/7.jpg)
7
We Used to Look Like…
• Account People
• Creative People
• Media Buyers
• Traffic Coordinators
![Page 8: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/8.jpg)
8
But Today It’s More Like…
![Page 9: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/9.jpg)
9
Owned Media Elements
• Website Usability
• Content Marketing
• Social Media
• Video
• Mobile
![Page 10: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/10.jpg)
Usability
![Page 11: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/11.jpg)
![Page 12: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/12.jpg)
Patience on the Web
![Page 13: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/13.jpg)
13
Short Term Memory
7 ± 2
![Page 14: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/14.jpg)
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:
![Page 15: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/15.jpg)
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
![Page 16: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/16.jpg)
16
Tips for Way Finding
Provide progress indicators
![Page 17: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/17.jpg)
17
Tips for Way Finding
Rely on Site Search
• Functionality is familiar• Use insights to build relevance• http://www.google.com/cse/
• Test effectiveness
![Page 18: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/18.jpg)
18
Tips for Way Finding
Keep the visitor going
“YOU’LL ALSO LIKE” ALWAYS BE CLOSING
![Page 19: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/19.jpg)
19
The Website Usability Bible
![Page 20: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/20.jpg)
20
Test Everything
Message | Creative | Call to ActionAd Specs | Venue | Location | Daypart
Add to Cart Add to Cartvs.
vs.
vs.
$ OFF % OFF
![Page 21: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/21.jpg)
21
“A player who makes a team great is much more valuable than a great player.”
![Page 22: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/22.jpg)
22
![Page 23: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/23.jpg)
23
Tools for Testing
![Page 24: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/24.jpg)
24
Tools for TestingU
SERTES
TIN
G.C
OM
![Page 25: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/25.jpg)
Content Marketing
![Page 26: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/26.jpg)
26
Sit or Squat?
![Page 27: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/27.jpg)
27
Bricks vs. Feathers
• What weighs more: – 5 lbs of bricks?– 5 lbs of feathers?
![Page 28: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/28.jpg)
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
![Page 29: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/29.jpg)
29
Content Planning Triangle
SEARCHING
TALKINGACTING
![Page 30: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/30.jpg)
30
Content Triangle in Practice
![Page 31: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/31.jpg)
31
Content Planning Tools
• Evernote & Scrivener– Organize ideas by
production– Collaborative
contribution & editing– Accessible via desktop,
mobile or tablet
![Page 32: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/32.jpg)
32
Content Planning Tools
• Create a content editorial calendar–Manage multiple content
types, campaigns, people– Collaborate to create new
content & brainstorm promotion plans
![Page 33: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/33.jpg)
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
![Page 34: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/34.jpg)
Social Media
![Page 35: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/35.jpg)
35
She’ll love you back
![Page 36: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/36.jpg)
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
![Page 37: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/37.jpg)
37
Covering Your Bases
• Create a social media editorial calendarM T W T F Sa Su
![Page 38: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/38.jpg)
38
Marrying Content with Social• Editorial calendar components– Production start and launch dates– Promotion channels– Key metrics
![Page 39: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/39.jpg)
39
Work Smarter, Not Harder
• Facebook & Twitter Effectiveness
Photo
Video
Status
Link
FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER
+
![Page 40: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/40.jpg)
40
Work Smarter, Not Harder
• How Facebook Works
![Page 41: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/41.jpg)
41
Work Smarter, Not Harder
• Winning Combination:
• Professional grade photography
• Pithy descriptions, complimentary text
• No need to make it complicated
![Page 42: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/42.jpg)
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
![Page 43: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/43.jpg)
43
Content Amplification
• Metrics:– Site Traffic– Ratings– Reviews– Likes– Shares
![Page 44: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/44.jpg)
44
Content Amplification
![Page 45: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/45.jpg)
45
Measuring Shares
• It’s about more than traffic & followers
August 2012
![Page 46: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/46.jpg)
46
Social Media Metrics
• Dollars & Shares
![Page 47: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/47.jpg)
Video
![Page 48: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/48.jpg)
48
Why Video is Important
• People remember:
![Page 49: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/49.jpg)
49
Why Video is Important
• The top search engines:
#1 #2
![Page 50: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/50.jpg)
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
![Page 51: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/51.jpg)
51
Let Video Do the Work
• DollarShaveClub.com
![Page 52: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/52.jpg)
Email Marketing
![Page 53: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/53.jpg)
53
Build Your List
![Page 54: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/54.jpg)
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?”
![Page 55: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/55.jpg)
55
Email Anatomy
PREHEADERHEADER
NAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTERCAN-SPAM / DISCLAIMER
![Page 56: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/56.jpg)
56
Email Anatomy
PREHEADERHEADER
NAVIGATION
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY / FOOTERCAN-SPAM / DISCLAIMER
![Page 57: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/57.jpg)
57
3 Types of Email Programs
CAMPAIGNS
CAMPAIGNS
TRACKS TRIGGERSCAMPAIGN
S
MESSAGE 1WEEK 1 IF ONGOING
MESSAGES
MESSAGE 2WEEK 2 THEN
MESSAGE 3WEEK 3
![Page 58: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/58.jpg)
58
Campaigns
CAMPAIGNS
CAMPAIGNS
CAMPAIGNS
ONGOINGMESSAGES
![Page 59: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/59.jpg)
59
Triggers
TRIGGERS
IF
THEN
![Page 60: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/60.jpg)
60
Tracks
TRACKS
MESSAGE 1WEEK 1
MESSAGE 2WEEK 2
MESSAGE 3WEEK 3
![Page 61: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/61.jpg)
61
Immediate Gratification
![Page 62: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/62.jpg)
62
Welcome Emails
• Special time when everything is new
• Ask to be whitelisted
• Offer a special incentive
• Set expectations
• Collect additional data
![Page 63: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/63.jpg)
63
Be Relevant
![Page 64: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/64.jpg)
64
Building Relevance
• Ask them:
![Page 65: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/65.jpg)
65
Building Relevance
• Watch them:
Fishing Trips Near Kansas City OutdoorsCLICK
CLICK
CLICK
Unbelievable Barbecue
HOTEL SPECIAL:Hawthorne
Suites – Overland Park
Food
Discounts
![Page 66: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/66.jpg)
Mobile
![Page 67: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/67.jpg)
![Page 68: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/68.jpg)
68
State of Mobile
Source: ComScore
38%
55%% of U.S. Adults Who Own a Smartphone
October 2011
January 2013
![Page 69: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/69.jpg)
69
State of Mobile
Source: Google
![Page 70: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/70.jpg)
70
Responsive Design
Desktop Tablet Mobile
![Page 71: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/71.jpg)
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
![Page 72: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/72.jpg)
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
![Page 73: Owned Media](https://reader033.vdocuments.site/reader033/viewer/2022061222/54c0bd034a79598c0b8b45f4/html5/thumbnails/73.jpg)
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