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#ParamoreU   www.paramore.is
12 Steps




#ParamoreU
admitted we were powerless
        over __________
  and that our lives had become
         unmanageable


#ParamoreU
admitted we were powerless
    over my children’s choices
  and that our lives had become
         unmanageable


#ParamoreU
admitted we were powerless
            over taxes
  and that our lives had become
         unmanageable


#ParamoreU
Paramore University Spring 2013 - 12 Steps to Digital Sanity
admitted we were powerless
           over my past
  and that our lives had become
         unmanageable


#ParamoreU
admitted we were powerless
          over the future
  and that our lives had become
         unmanageable


#ParamoreU
and the Internet




#ParamoreU
#ParamoreU
I feel ya.




#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
Step 1




#ParamoreU
Admit that it's all about content.




#ParamoreU
Content is NOT king




#ParamoreU
A king’s will must be obeyed
       (does this sound like your content?)




#ParamoreU
Content is your product
                     (online)




#ParamoreU
Content comes in many forms




#ParamoreU
Copywriting
   (website copy, articles, blog posts, etc.)




#ParamoreU
#ParamoreU
Imagery
             (photos, illustrations, etc.)




#ParamoreU
Paramore University Spring 2013 - 12 Steps to Digital Sanity
Video




#ParamoreU
#ParamoreU
Button or link text




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




#ParamoreU
#ParamoreU
What is your website
              without content?



#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
Content is your product
                     (online)




#ParamoreU
Develop your content like
         you would a product.



#ParamoreU
Step 2




#ParamoreU
Stop reporting. Start improving.




#ParamoreU
Stop thinking it’s all about
             unique visitors



#ParamoreU
Stop thinking it’s all about
               page views



#ParamoreU
Stop thinking it’s all about
              bounce rates



#ParamoreU
What do you do with all
            these numbers?



#ParamoreU
Unique Visitors...




#ParamoreU
#ParamoreU
#ParamoreU
“What are they doing?”
          is more important than
              “how many?”


#ParamoreU
A few misconceptions and
           oversimplifications



#ParamoreU
Bounce rates should be low,
               right?



#ParamoreU
It depends...




#ParamoreU
Know your context




#ParamoreU
#ParamoreU
Page views should be high,
                right?



#ParamoreU
It depends...




#ParamoreU
#ParamoreU
Start admitting it’s about
               engagement



#ParamoreU
Look at visitor data




#ParamoreU
and look at behavioral data




#ParamoreU
Make decisions and act on them




#ParamoreU
Multivariant testing




#ParamoreU
Form flow analytics




#ParamoreU
Adjust user flows




#ParamoreU
Keep creating valuable content




#ParamoreU
#ParamoreU
It’s NOT how people
         should use your website



#ParamoreU
It’s how people really use
              your website



#ParamoreU
Step 3




#ParamoreU
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
#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
#ParamoreU
Google wants to keep
                out cheaters



#ParamoreU
#ParamoreU
Or from making your
             website harder to use



#ParamoreU
Paramore University Spring 2013 - 12 Steps to Digital Sanity
SERPs are like exclusive
                   restaurants



#ParamoreU
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



#ParamoreU
Google improves ranking
          for sites that have...



#ParamoreU
Good engagement




#ParamoreU
Good content




#ParamoreU
Good structures




#ParamoreU
Good conversions




#ParamoreU
Create and maintain
             websites useful to users



#ParamoreU
Get ranked higher
                by Google



#ParamoreU
Step 4




#ParamoreU
Take control of your
               Google listing.



#ParamoreU
Your website is getting smaller




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




#ParamoreU
#ParamoreU
Paramore University Spring 2013 - 12 Steps to Digital Sanity
Google features websites
         with strong interaction



#ParamoreU
#ParamoreU
Google features your
         Google Places presence



#ParamoreU
#ParamoreU
Happy, successful users
              may not be visitors.



#ParamoreU
#ParamoreU
Paramore University Spring 2013 - 12 Steps to Digital Sanity
Paramore University Spring 2013 - 12 Steps to Digital Sanity
On your website you are
         who you say you are



#ParamoreU
On the Web you are who
          others say you are



#ParamoreU
#ParamoreU
Step 5




#ParamoreU
Don’t sweat your
              website traffic.



#ParamoreU
Overall it’s down 70%




#ParamoreU
They’re mobile & social




#ParamoreU
#ParamoreU
Step 6




#ParamoreU
Embrace graph search




#ParamoreU
Sure! But first...




#ParamoreU
WTF is Graph Search?




#ParamoreU
People who like Cycling and from my hometown
Restaurants in London My Friends have been to



                             My friends who like The Belcourt
My friends who like The Belcourt
Why it matters




#ParamoreU
Simpler way to navigate




#ParamoreU
Multidimensional searching




#ParamoreU
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



#ParamoreU
Greater impact in B2C




#ParamoreU
Step 7




#ParamoreU
Social networks are getting
                mature.



#ParamoreU
Class of 2008




#ParamoreU
MySpace




    Facebook

    YouTube




      Twitter




#ParamoreU
Class of 2013




#ParamoreU
Facebook = Big Daddy
               (sharing + connecting)




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




#ParamoreU
Pinterest = Social Media Pics
             (mobile + visual)




#ParamoreU
Google+ = Only Google Cares
             (SEO + segmentation)




#ParamoreU
LinkedIn = Professional
             (networking + finding leads)




#ParamoreU
Which social platforms drive
           us to action?



#ParamoreU
Spending
             (Facebook & Pinterest)




#ParamoreU
#ParamoreU
Paramore University Spring 2013 - 12 Steps to Digital Sanity
#ParamoreU
Participation
             (Facebook & Twitter)




#ParamoreU
Hobbies
             (Facebook & Pinterest)




#ParamoreU
Networking
             (Facebook & LinkedIn)




#ParamoreU
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
158%




#ParamoreU
So...




#ParamoreU
Don’t send half-assed emails




#ParamoreU
Distribute good information
      to the right people at the
               right time


#ParamoreU
#ParamoreU
Step 9



#ParamoreU            www.paramore.is
Mobile isn’t optional



#ParamoreU                     www.paramore.is
#ParamoreU   www.paramore.is
Multiple mobile devices



#ParamoreU                www.paramore.is
Paramore University Spring 2013 - 12 Steps to Digital Sanity
A few Ferraris



#ParamoreU                    www.paramore.is
+$10 billion



#ParamoreU                  www.paramore.is
2014



#ParamoreU          www.paramore.is
50% of website visitors
            worldwide


#ParamoreU                www.paramore.is
#ParamoreU   www.paramore.is
Desktop visits will be
               in the minority


#ParamoreU                      www.paramore.is
What about your
               site today?


#ParamoreU                 www.paramore.is
Last 6 months
               10 clients


#ParamoreU                   www.paramore.is
2,622,000 total visits



#ParamoreU                  www.paramore.is
687,000 were devices



#ParamoreU               www.paramore.is
26% of visits were from
          a mobile device


#ParamoreU                www.paramore.is
#ParamoreU   www.paramore.is
If devices were a browser



#ParamoreU              www.paramore.is
#2 behind IE



#ParamoreU                  www.paramore.is
What’s the experience for
   a quarter of your visitors?


#ParamoreU              www.paramore.is
“Mobile friendly”



#ParamoreU                   www.paramore.is
Content’s available.
               Not jacked up.


#ParamoreU                    www.paramore.is
#ParamoreU   www.paramore.is
#ParamoreU   www.paramore.is
#ParamoreU   www.paramore.is
Mobile version



#ParamoreU                    www.paramore.is
#ParamoreU   www.paramore.is
Responsive



#ParamoreU                www.paramore.is
The site responds
               to the device


#ParamoreU                   www.paramore.is
#ParamoreU   www.paramore.is
It’s part of the process



#ParamoreU                  www.paramore.is
Mobile-first design



#ParamoreU                   www.paramore.is
Responsive kills
             “view full site” links


#ParamoreU                      www.paramore.is
#ParamoreU   www.paramore.is
#ParamoreU   www.paramore.is
#ParamoreU   www.paramore.is
Quick impact



#ParamoreU                  www.paramore.is
Call links & map links



#ParamoreU                  www.paramore.is
Responsive responsibility



#ParamoreU               www.paramore.is
Step 10



#ParamoreU             www.paramore.is
Build an app because you
          need one...


#ParamoreU            www.paramore.is
Not because everyone
           else has one


#ParamoreU             www.paramore.is
Paramore University Spring 2013 - 12 Steps to Digital Sanity
Why an app?



#ParamoreU                 www.paramore.is
Native functionality



#ParamoreU                     www.paramore.is
Utility



#ParamoreU             www.paramore.is
Frequency



#ParamoreU               www.paramore.is
Accounts



#ParamoreU              www.paramore.is
Why not an app?



#ParamoreU                 www.paramore.is
Timeline



#ParamoreU              www.paramore.is
Versions & updates



#ParamoreU                   www.paramore.is
Testing



#ParamoreU             www.paramore.is
#ParamoreU   www.paramore.is
It’s about your goal?



#ParamoreU                     www.paramore.is
Start with a problem,
           not a technology


#ParamoreU                 www.paramore.is
Does an app solve
               a problem for
              your customer?


#ParamoreU                  www.paramore.is
Boss ≠ customer



#ParamoreU                 www.paramore.is
Already have an app?



#ParamoreU              www.paramore.is
Budget for updates &
            enhancements


#ParamoreU                www.paramore.is
Use flurry



#ParamoreU               www.paramore.is
Considering an app?



#ParamoreU                   www.paramore.is
Build it online



#ParamoreU                     www.paramore.is
Apps are great



#ParamoreU                    www.paramore.is
Step 11



#ParamoreU             www.paramore.is
Your digital goals should
 support your business goals


#ParamoreU            www.paramore.is
Back in the day, digital
        and traditional had
           different goals


#ParamoreU                 www.paramore.is
Paramore University Spring 2013 - 12 Steps to Digital Sanity
Segmented marketing



#ParamoreU               www.paramore.is
Different mediums



#ParamoreU                  www.paramore.is
Different teams



#ParamoreU                     www.paramore.is
Different agencies



#ParamoreU                   www.paramore.is
#ParamoreU   www.paramore.is
Measurable results & quick
        turnarounds


#ParamoreU            www.paramore.is
Fast, fun & cheap



#ParamoreU                   www.paramore.is
Measurability is changing



#ParamoreU              www.paramore.is
#ParamoreU   www.paramore.is
$$$



#ParamoreU         www.paramore.is
Viral videos and memes
            are awesome


#ParamoreU              www.paramore.is
#ParamoreU   www.paramore.is
That never gets old



#ParamoreU                    www.paramore.is
Not a strategy



#ParamoreU                    www.paramore.is
Digital + traditional



#ParamoreU                      www.paramore.is
support marketing goals



#ParamoreU               www.paramore.is
New projects should start
       with a review of
        business goals


#ParamoreU              www.paramore.is
Advance the brand



#ParamoreU                  www.paramore.is
Move toward impact



#ParamoreU                  www.paramore.is
But what’s impact?



#ParamoreU                   www.paramore.is
20,000 site visits
                    or
             100 social shares
                    or
              10 phone calls
#ParamoreU                    www.paramore.is
It depends



#ParamoreU                www.paramore.is
What’s your goal?



#ParamoreU                  www.paramore.is
How do you measure?



#ParamoreU              www.paramore.is
100,000 visits



#ParamoreU                    www.paramore.is
Buying a ticket



#ParamoreU                     www.paramore.is
Booking a room



#ParamoreU                www.paramore.is
Filling out a contact form



#ParamoreU                www.paramore.is
Effect the bottom line



#ParamoreU                  www.paramore.is
No more retroactive pacing



#ParamoreU           www.paramore.is
Decide on measurability
           before launch


#ParamoreU               www.paramore.is
Leave room for
    interpretation, but stand
   by the results good or bad


#ParamoreU             www.paramore.is
Digital has to support your
         business goals


#ParamoreU              www.paramore.is
#ParamoreU   www.paramore.is
Step 12



#ParamoreU             www.paramore.is
Make the digital pledge



#ParamoreU               www.paramore.is
My digital presence is a
    dynamic marketing tool...


#ParamoreU              www.paramore.is
And as such...



#ParamoreU                    www.paramore.is
It will never be finished...



#ParamoreU                 www.paramore.is
And that’s OK.



#ParamoreU                    www.paramore.is
#ParamoreU   www.paramore.is
#ParamoreU   www.paramore.is

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