Web Marketing

Conventions

Links are blue and underlined Navigation menus at the top or left Logo in top left which takes user home Search box at the top of page with "search" or magnifying glass

SEO - Mobile

Location-based search comes into play Usability critical Link between mobile and desktop sites Submit mobile XML sitemap Use the word mobile, or use mobile top-level domains

On-page optimization

Making changes to the HTML code, content and structure of a website to make it more accessible to search engines

Usefulness

Does it add value to me? Will I get something out of the time I spend interacting with it?

User-centric design

Don't forget the user! Who is the user? What are their wants and needs from your platform? What are their capabilities, skills, and available tech? Would features would make their experience easier and better? Research should give you these answers

Usability and Conventions

Don't make your users think, they should just do! Make it easy and intuitive

Marketing

Marketing is that function of the organisation that can keep in constant touch with the organisation's consumers, read their needs, develop products that meet these needs, and build a programme of communications to express the organisation's purposes

Testing

Observe how people behave when using your site/app Allows discovery of issues ahead of launch Goal is to create best experience possible Test as much as possible As often as possible As early as possible

Managing WOM: Collecting stories

Online is easier! Consumer generated WOM: blogs, forums, reviews, newsgroups, customer service emails

Fresh Data, Notes about data

Outdated data doesn't benefit much Identify trends Need to continuously monitor trends and note what changes over time This requires regular dialogue with your contacts Advanced analytics allows: Profile certain behaviors (big spenders) and tailor marketing comm accordingly Customer prioritization: Target small groups of customers with customized products and services rather than generic offerings Craft special retention strategies for those with highest CLV Identify brand influencers and advocates Social media relationships with key influencers leads to substantial brand advocates

User Experience (UX)

Overall satisfaction a user gets from interacting with a product or digital tool

Environment (Macro)

PESTEL Economic Political Social Technological Legal Environmental

Other Avenues of research

Personal interviews Online research Communities Listening labs Conversion optimization Online monitoring

People

Personalization, sharing, communities. Brand participation. Cluetrain Manifesto - Markets = conversations and customers are the storytellers

Visual Design: Color

Powerful psychological effect Be aware of legibility and accessibility Should appear simple and easy to read

3 Phases of customer touchpoints

Pre-purchase/pre-usage --Gain customers --Heighten awareness --Shape brand perceptions Purchase/Usage --Instill confidence --Deliver value Post-purchase/post-usage --Develop relationship --Increase loyalty

SEO

To ensure best results are listed first, search engines look for signals of: Popularity Authority Relevance Trust Importance

Leveraging the conversation

Use consumer WOM in your communications Use WOM to pull or update products

UX = User Experience (Notes)

User experience is difficult to define Know it when you see it Any website needs to be reliable, functional, and convenient GREAT UX has to be enjoyable and an experience worth sharing Great UX will differ from company to company, but the principle remains the same Great UX is the first step in building the foundation of an effective digital asset.

Core Principles

User-Centric design Usability and conventions Conventions, Simplicity, credibility, Mobile UX

User Interface (UI)

User-facing part of the tool or platform. The part the user actually interacts with.

Both methods can identify

Valence, Mood, Demographics, Topic, Word association Second method is better for subtle distinctions Sarcasm, humour

Site Map

Visual structure of how the site will be laid out Start w/Home Page (Top Item) Main navigation below Pages of content below main navigational items Continue placing content until everything has a place Define static elements and place them logically (Footer, sidebar, permanent links, etc)

WOM Is fundamental to consumers

We talk about and understand the world in story-form Stories provide meaning, understanding, and social connection WOM is story-telling about products, brands, experiences

Explaining language

What does explaining language look like? because, since, realize, know, why, think, understand I guess I didn't really know what pumpkin was supposed to taste like... I ate it, only because I hate the idea of wasting food and money. I thought this was a good book. If I can read a 1028 page book in three weeks it has to be pretty good.

Value exchange

What is unique about your brand/organization that can add to the market? Which of these are unique in the digital landscape? What is valuable is largely defined by the target audience Content marketing is the process of conceptualizing and creating value-based content.

Product

What you sell

Focus on Why/Purpose

What, How, Why. Flip the order for greatness and inspired action Purpose establishes a guiding principle for every action the company does People don't buy what you do, they buy why you do it. Apple, BMW, Southwest Airlines, Wal Mart

Customer Relationship Management (CRM)

a customer-focused approach to business based on fostering long-term, meaningful relationships Not about immediate profit About lifetime value of the customer Positive word of mouth Future purchases/Loyalty to brand Happy customers tell one person, unhappy customers tell ten

Who

almost everyone, though opinion leader theories persist 15% of everyday conversations refer to products, brands, or services 61% of consumers rely on someone's advice before purchasing

Marketing is about having a conversation

conversations go both ways between company and audience

Assets

customized content that has been published with results. An inventory of ads. Think of assets at CUNA Mutual. Any advertisement is an asset as it provides value to the company. Assets were print out copies, B2B, Lending, TruStage Assets. The handouts and advertisements. Advertisement's that have value to the company

Digital vs Traditional

dichotomy no longer exists, digital does have powerful fundamental differences. Can have a very precise audience segmentation, measurability, more personal and detailed, lower cost per 1k impressions.

When

experiences are new, extreme, unusual, or emotional

Where

online and offline A growing proportion of conversations are taking place online or in non-traditional channels BUT 90% is still offline

What

positive and negative... ???

Digital allows...

segmentation and customization that isn't possible in traditional media, Can also measure every click to the most effective time to send an email

Why

to connect, persuade, brag, inform

BzzScapes

user-generated brand communities develop communities of brand advocates by providing special promotions and gathering valuable feedback member identity is tied to the quantity and quality of contributions, making the top contributors standout as brand, topic, and community influencers

Mobile UX

"Mobile First" is the design philosophy that you design for the mobile device first, then adapt it to the web.

Qualities of Good UX

Findability, accessibility, desirability, usability, credibility, usefulness

How to understand what consumers are saying. 2 types of analysis

Analysis based on pre-existing dictionaries Analysis based on initial human classification

Data Mining

Analyzing data to discover patterns or connections that are not obvious. Typically done on large databases. (Do weekend shopping patterns differ from weekday?)

SWOT

Internal - Strengths/Weaknesses External - Opportunities/Threats

Usability

Is it easy to use? Are the tools I need intuitive and easy to find?

Customer-centric

Customer is at the center of all business planning and execution. Data is used to create a tailored experience for the customer

Customer-driven

Customer is given tools that enable the user to make the service their own. About custom tailoring their experience

Credibility

Do I trust it? Is this website legitimate?

Desirability

Do I want to use it? Is it a pleasant experience or do I dread logging in?

What do we talk about?

15% of everyday conversations reference brands, products, or services 60 brand mentions per week 12+ in-depth brand/product conversations per week Mostly positive (65%) Mostly offline (90%)

Semantic Differential survey questions

1=Beautiful/5=Ugly

Matrix/Rating/Likert scale survey questions

1=Strongly Agree/5=Strongly Disagree

WOM is fundamental to marketing

3.3B brand impressions each day from social talk WOM influences consumers trial, adoption, switching behaviour, attitudes WOM influences firms Products sales, book sales, movie revenues, TV ratings

Layout

4 Zones Header: Main navigation Footer: Legal, Privacy, etc Central Content: Specific to the page Sidebars: Secondary navigation CONTENT IS KEY! Not all pages laid out the same Main should differ from blog Wireframes (low vs. high fidelity)

How many ads a person sees each day

5,000 - 10,000 ads, this is why people become resistant to ads and don't "see" them

What do we talk about?

72% experiences, 28% material Experiences: - Broadway show - comedy show - evening in a cafe - pool hall - foreign language course - vacation Material: - new watch - leather boots - new jacket - CD - magazine subscription - home renovation

Average mobile user in the U.S. consumes how many hours of media per day

9 hours

Social Media Monitoring Data

A number of variables, both qualitative and quantitative, that can be measured and interpreted from number of fans to sentiment towards your brand

Objectives notes

Absolutely essential Without them you have no direction, no end goal, no way to win Step back and ask: Why are we doing any of this? What goal, purpose, or outcome are we looking for? What are you trying to achieve? How will you know if you are successful?

Analyzing Data from customers

Acquisition source should be recorded against sales data Gives very accurate ROI calculation and indicates where CRM and Marketing efforts should be focused Key to effective use of technology in CRM is integration Ensure all channels can be tracked Information should be usable to all parties within an organization Analysis of campaigns should yield which are more effective and which need to be adjusted Tie offline events to online interactions whenever possible Predictive modelling: Predict a customer's future behavior and meet the need at the right time

Strategy Development

Addresses how you will handle challenge or objective Can't be everything to everybody

Channels

Algorithms Social Media Email Marketing Mobile Marketing Video Marketing

Importance

Allows you to keep up with consumer trends, needs, opinions, and stay ahead of competitors Allows you to glean important insights into your target audience

Customer Touchpoint

Any time you have contact with the customer. From a banner ad to a one on one sales call

Measuring story content

Automated text analysis to determine proportion of explaining language tone of experience (positive or negative) co-occurrences Various text analysis options

Stock Models

Bigger, bigger, beautiful assets -more investment -Age better, last longer without looking dated/irrelevant (Chanel commercial ad) At one point in time. One time thing.

Creative UX

Bigger, harder to define impression created by the tool - the so-called "wow" factor that covers the visual and creative elements.

Key terms in research

Bounce rate Data Focus Group Hypothesis Listening Lab Ethnography ORM- online reputation management

Other Elements

Calls to Action Simple Quick Clear Position above the fold (Primary) Secondary can be below the fold and repeat of primary Prioritization One CTA or multiple? Regardless, one should stand out Don't overwhelm Clickability: Should look tactile/stand out Search Top right corner is best practice Use an accurate engine Results How many? What order? Filters? What if there is nothing?

Findability

Can I find it easily? Does it appear high in the search results?

Accessibility

Can I use it when I need it? Does it work on my mobile phone? Slow internet connection? Can a disabled person use it?

Loyalty Programs notes

Carefully calculate the earning and redemption rates of points Must give the appearance of real value while staying within company's profit projections Engagement is key. Partner with the customer Cost, sales, and service: \loyalty programs aid in conversion, customer satisfaction, and reduce overall costs Increases positive word of mouth

Where do we share online

Channel determines other aspects of WOM Who talks & who listens; how things are said; what is discussed

Business- Brand pyramid

Features/Attributes Functional Benefits Emotional Benefits Brand/Product Persona Brand Idea (Purpose/Why)

Simplicity Notes

Complex products do not have to have complex sites/apps Most of the time customers only needs to know "What is this?" and "How does it work?" Lots of Empty/Negative space - Effectively putting breathing room between elements allows your users to grasp where everything is Few options - People faced with fewer choices make choices more quickly and are more confident in their decision. Also, more satisfied with that decision! Plain language - If it isn't rocket science, don't make it sound like it is. Sticking to conventions - Don't reinvent the wheel for conventions without compelling reason to do so

CRM Implementation

Conduct business needs analysis Understand customer needs Set objectives and measurements of success Determine how you will implement CRM Channels? Touchpoints leveraged? Data needed? Choose appropriate tools

Objectives of Content Creation

Content can be distributed on any number of mediums Must select correct medium based on objectives Entertain Inspire Educate Convince NYT

Halvorson Model: Core Strategy

Content components: Substance & Structure. People Components: Workflow & Governance

Content Marketing

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action

SEO - Content Optimization

Content must be optimized as well Each page should be optimized for 2-3 phrases 5 is the typical max search engines will count

Justification for the cost of research

Cost can be as little as employee salary and range to millions of euros/dollars Always examine cost/benefit ratio before implementing research initiative Research allows reduction of failure, improvement of performance, and knowledge of status.

SEO - Get Links

Create content people want to read Create tools or documents that others want to use Create games Utilize software and widgets (SearchStatus)

Traditional CRM Data

Data collected is dictated by the CRM objectives Typically includes: Demographic details on current and potential leads and contacts Transactional data (Quotes, sales, purchase orders, invoices, etc) Psychographic data Service and Support records Customer review or satisfaction surveys Web registration data Shipping and fulfilment dates Software can automate lead and sales process Also keeps data in centralized place Large companies need this more so than smaller

Governance

Define and get agreement on content ownership and roles. Design and document content workflows. Produce and document guidelines, standards, policies, procedures and tools to operationalise content governance. Deliver appropriate training to educate and align staff on content governance.

Closed questions

Defined choices (Yes/No)

User-Centered Design (UCD)

Design philosophy that prioritizes the user's needs and wants above all else, and places the user at the center of the entire experience

Customer Relationship Management (CRM) Goals

Develop a relationship Maximize the customer experience Deliver on the brand promise Increase brand loyalty Remain top of mind Invite repeat purchases

Sampling

Different ways of acquiring subjects Number depends on statistical strength needed Determine what is most appropriate to achieve your goals

Benefits of UX

Differentiate yourself Find the best solution for your needs Increase brand loyalty/brand evangelists Develop faster and with more functionality by applying UX Increase in revenue Amazon's $300 Million button

Tradeoffs and Risks of Facilitating WOM

Encourages consumer conversation and co-creation of brand and brand stories Opportunity to observe and analyze stories Little control: risky but authentic/natural

Promotion

Engagement is key for digital

Mobile UX notes and considerations

Ensures a great mobile experience UX design applies just as well to mobile as the web Considerations 6300 different models and 20 OS's Dumb phones (Call/SMS only) Limited functionality/connectivity phones Smartphones Tablets Other: eBook readers, iPods, etc.

Considerations (situational analysis)

Environment Business Customers Competitors Addresses how you will handle challenge or objective

Guided Reviews

Epinions.com Pros and cons Bottom line Recommendation

Research steps

Establish goals for the project Determine sample Choose a data collection method Collect data Analyse the results Formulate conclusions and actionable insights

Strategy

Everything with an endpoint should have a roadmap No single way of doing this There are however questions that can guide you

Secondary research

Existing, published data. May not be specific to your problem.

Explaining vs non-explaining language

Explaining is a fundamental process that we engage in to understand predict Explaining influences evaluation & judgment choice health well-being Explaining language averages the ratings out, buyers get exactly what they expect and most likely rate a 3

Imagery

Extensive testing needed to see what resonates People relate to people

Issues with relying on online reviews or other chatter?

Extremity Authenticity Biased sample - who talks online?

First step in a marketing strategy

First consider the business and brand with which you are working Every business wants to stimulate a behavior. Either a sale, a vote, or an action of some kind. Consider what is the business challenge preventing the business from increasing or what objective should you strive for to increase business? What pain points does your brand have?

Flow Models

Flow: Lower production value, quicker turnaround Images of what's going on posted to Facebook. Continuous.

Content Creation

Focus not on conversion or immediate sale -Focus on value and interest for the audience -Building a relationship -L'Oreal Entire organization needs to be aware of content marketing strategy as well as their roles in it Ongoing delivery and engagement Audience is constantly engaging with you or someone else

DATA with CRM

For CRM to be successful, you need to know who your customer is and what they want Data gathering can begin prior to prospect becoming a customer Matching a profile to a product or offer is the first step Data is meaningless if not analyzed and acted upon Analysis = Insights

Consequences of explaining

For hedonic products, stories with explaining language Decrease consumer evaluations of positive experiences Increase consumer evaluations of negative experiences For utilitarian products, stories with explaining language Increase consumer evaluations of positive experiences Decrease consumer evaluations of negative experiences

Coca-Cola Pillars Example

Friendship Sharing is caring Spreading smiles Twitter Pillar is focus Seeks engagement

Analytics Data

Generally captured via specialized software. Can be of use to analyze effectiveness of campaigns.

Off-page optimization

Generally focused on building links to the website (Social media and digital PR)

App Store Optimization (APO)

Give your app a catchy name that also includes your most important keyword or phrase. Include a distinctive, recognisable and clear icon. Spell out the features and benefits clearly, including key phrases where possible.

Mobile users are...

Goal oriented: They want to answer a question, quickly check email or get information/directions. Generally have a distinct purpose when using their phone. Time conscious: 2 edges here. Often looking for urgent/time-sensitive information. Also often looking to kill time. Search dominant: Even if they know what they are looking for they get there via search (Not bookmark, etc) Locally focused: 50% of all mobile searches are for local information

How do we get attention of audience?

Great ideas Speak to your niche Salience - The attribute of standing out

Tradeoffs and risks of Influencing WOM

Hard to do, especially through non-firm channels More control: less risky, less authentic/natural

Non-explaining language

Here it comes, an incredible looking filet mignon grilled to perfection - medium rare - with juice oozing from every square inch of the meat onto the mashed potatoes below... I struggled through the first 180 or so pages of this very very excruciating book. ... If you haven't read this book yet - SAVE YOURSELF THE AGONY!

CLV Notes

Higher spending customers often cost more to acquire Also stay longer Referrals can be included in CLV Understand your costs and target appropriately Should you dump customers?

Guided questions

How did you feel during the experience? What was the worst (best) part? (Why?) Why did you (dis)like this experience?

Price

How much (and what is the value and perceived value?)

Credibility Notes

How trustworthy and legitimate do you look to your customers? Look - Is it professional and beautiful? Phone numbers/Addresses - Should be easy to locate. Shows the customer that there are real people behind the site About us section - Should be informative and personal. Pictures always a good idea Testimonials - Genuine testimonials build trust. Potential customers want to know what existing customers think of you Awards/Associations - Feature any relevant awards won or associations you are a member of 3rd party references or endorsements - Asserts credibility without you having to do it Fresh, up-to-date content - If the news section is a year old, what is going on at your company? No errors - Spelling and grammar errors signal a lack of professionalism and damage credibility

Usability

How user friendly and efficient the digital product is

Focus Groups

Ideal for having frank, open discussions Can be used to glean insights, which can then be tested quantitatively Can be in person or online Google hangouts Group Skype Lync Less formal Questions can change based on responses Important for moderator to maintain control and participation

Ethnography

Immersion into environment Can be done online or offline Can give deep insight into questions Subject to researcher interpretation There in person seeing what is happening in the environment. Researcher observes situation

Ongoing optimization

Importance of being dynamic, flexible, and agile when marketing digitally cannot be overstated Customer behavior is constantly changing and the brand must adapt to this quickly Best way to do this is constant analysis of metrics, feedback, and other pertinent data Consider this early in the process to avoid getting stuck Brand cycles will always move slower than online feedback, so how can you be prepared for this?

Benefits of Info

Increased revenue and profitability Improved customer satisfaction Improved customer loyalty Improved service delivery and operational efficiencies Decreased acquisition costs Low churn via CRM offsets the need to spend as much on acquisition Retention is cheaper than acquisition 1st step in any CRM initiative is to understand the value of the customer to the business: Relationship value = Revenue generated by customer - Cost

KPIs

Key Performance Indicators Specific metrics or data pieces Inform you as to whether or not your tactics are performing and if objectives are being met Determined per tactic

SEO Key Phrases

Key Phrases list - Built on common sense and research Critical to know which keywords are likely to be used by your audience Key Phrases list - Built on common sense and research Brainstorm Gather data - Customer surveys, referral logs, etc. What are they using to find you now? Keyword research tools

Placement

Key is to reach and engage customers on the channels they are using

Content Audit

Laborious, but necessary Audit of all existing content supplied by the brand Website White papers Articles Videos Social Media Goal is to map what you offer with what is necessary kept in mind Important to understand what you have, but also how it is currently organized and accessed by the audience Are your customers needs being addressed?

Analysis based on pre-existing dictionaries

Less control: analysis based on vendor's existing data Different vendors might give different answers

3 main approaches to creating mobile-accessible content

Mobile website (Mobi site) Native and web applications (Apps) Responsive websites (Website adapts to the device

Analysis based on initial human classification

More control: time consuming, but more accurate and specific to the questions you want answered

Why do we share?

Motivation! Various motivations: internal and external Vary by individual, situation, and channel Three primary drivers Functional information seeking/provision Social uniqueness, self-enhancement, socialize Emotional arousal, satisfaction, excitement

When you focus on customers

Need market research Worst mistake you can make is to assume Focus on the customer journey What steps do they take before buying? How do they engage with your brand? Across what channels do they engage?

In going viral...what matters

Network matters Size, type, shape Context/channel matters Twitter vs. Facebook Content matters Vivid, emotional, authentic, etc.

Usability and Conventions DON'T'S

Never resize or launch the site in a pop-up Don't use entry or splash pages Never build a site entirely in Flash (SEO/Mobile) No "Christmas Trees" - Blinking lights, flashing images, scrolling text, automatic sound, strange fonts, etc

Primary research

New data collected for the purpose of your project. Information does not yet exist. Surveys, focus groups, panels, etc.

Quantitative vs qualitative

Numbers vs. opinions What vs. why Impersonal vs. personal collection Test known issues vs. idea generation Generalized data vs. data in context Statistically reliable vs. understanding perspectives Qualitative requires knowledge of the issue prior to starting Qualitative should not be used as evaluation

Marketing goals: 4 key aspects

Objectives Tactics KPI's - key performance indicator Targets

More key terms

Primary research Qualitative data Quantitative data Really Simple Syndication Research Community Research Methodology Sample Size Secondary Research Sentiment Statistically significant

User Experience Design (UXD/UED)

Process of applying proven principles, techniques, and features to a digital tool to create and optimize the user experience

BzzAgent

Product booklets containing specific information and "story starters"

4 P's + one

Product, price, placement, promotion, and people

Customer Lifetime Value (CLV)

Profitability of a customer over their entire relationship with the business Central metric to any CRM initiative

Facilitating the conversation

Provide a place to converse Firm or non-firm channels

Influencing the conversation (subtly!)

Provide a schema Guided WOM

Influencing the WOM conversation

Provide a schema Provide consumers with a model of who to talk to, when, what to say (and how) Use a consistent vocabulary, specific words Can be done through various touch points

Online Reviews work as a quality control mechanism

Pulling, recalling, noticing issues

Surveys

Questionnaires that contain a series of topic based questions Allows for quick analysis and immediate capture Internet allows for geographical limits to be overcome Also allows for sophisticated adjustments Avoid introducing bias Avoid double barrelled questions

Ranked/Ordinal survey questions

Rank from 1-5

biggest opportunity and biggest challenge

Rapidly evolving technology

SMART goals and details of each

Specific - Clear and detailed Measurable - Allows you to gauge if you are attaining the desired outcome Attainable - Must be possible based upon available resources Realistic - Should be sensible, based on data and trends. Don't overestimate. Time-bound - Specific timeframe

Brand Persona

Representative of the target Focus on the motivations Provides a framework for all content created

Open-ended questions

Requires answers in their own words

UX Design Steps

Research and discovery Basic Structure -Hierarchy: Broad to specific --Broad and shallow or narrow and deep? -Content Analysis --Content Audit (Existing) --Content Strategy (New site or content) Content Strategy. UX should address: -What the site should achieve -What the user wants and needs -What makes the content unique, valuable, different -The tone and language used

3 areas which are the foundation to building successful digital assets

Research, planning, and strategy

Why Should Customers Give You Info?

Rewards: Customer should be rewarded in a way that is real and desireable Customer care: Digital allows for real time conversations Accurate records in a central place Digital innovation: New payment technology, digital comm channels and more TRUST: Customers need to know their data is protected and you will honor what you say Loyalty programs: Keep in mind they may end one day. How will you risk alienating and disappointing customers?

Considerations in research

Room for error Bias Sample errors Recall issues Respondent errors Increasing response rate Incentives Assurances

Flash is difficult for engines to crawl. Best to avoid or use solid work around Focus on user experience Well designed sites usually are SEO friendly. Plus, Google penalizes sites with poor UX

SEO

4 things to consider for SEO

Search volume - How many people use that phrase when searching? Hotel vs. Cape Cod Waterfront Hotel Competition - How many other websites are targeting your phrase? Propensity to convert - What is the likelihood that the searcher using your phrase will convert? Value per lead - What is the avg. value per prospect attracted by the keyword?

Targets

Specific KPI values that you expect to reach Meet or exceed = success Below target = reconsider your approach

Steps Involved in Developing Content Marketing Strategy

Selection/sensation/exposure - even see the message, notice it. Attention- people actually seeing and comprehending the advertisement, remembering it Interpretation - how the message is known and absorbed by target audience.

What data to collect

Should be commercially relevant Capture additional contact details at every interaction (purchases, contracts, negotiations, quotes, etc) Capture any info sent to customer Anything that may add value to the relationship ***NOTE*** Be aware of legalities on data capture in your area!

Digital strategy qualities

Should be tightly aligned with overall marketing strategy Near instant feedback, big data, etc allow digital marketers to constantly optimize and improve the digital marketing plan User-centric

Mobile UX principles

Simplify: Show information only when its needed. Same info as website, but not necessary to be the same format Reduce loading time: The fewer the page loads and the shorter the duration, the better Encourage exploration: Makes the user feel in control. Especially important with touch screens Give feedback: Use animations and visual cues to make it clear when an action is performed by the user Communicate consistently: Same message across all touchpoints. Same icons, logos, fonts, etc. Don't make the customer learn a new language Predict what the user wants: Include auto-complete/predictive text. Remove as much manual input as possible to streamlines the users' experience.

Mobile limitations

Smaller screens: Less of a window to perceive and understand the information Difficult inputs: No keyboard and mouse. Touch screen has advantages, but its own pitfalls as well Slow connection speeds: 4g is better, but not every country is even fully 3g. Consider where your users will be Slow hardware: Compared to a computer

SEO - Social

Social SEO is primarily tied to signals of relevance Personalized results will occur with related engines and social networks Own your name to get highest results

Notes on Social CRM

Social media allows ease of experience sharing like never before Social customers place a great deal of value on the opinions of their peers Social customers are more likely to look favorably on a brand a peer has praised or recommended Trust in social media has gone up 75% in recent years Must keep in mind social media is not one way conversation Multi-directional Brand to consumer, consumer to brand, consumer to consumer Which social media channels are appropriate for your brand to provide support? Make sure staff has access to all historical data

Destination Model

Some content should focus on pulling your audience to you -Website, store, etc

Distributed Models

Some content should seek to engage with customers where they are

Creating Content

Structure -Should find needed information as quickly as possible --Highlight/Bold key words/phrases --Bulleted lists --Paragraphs to break up information --Descriptive and distinct headings Hierarchy -Inverted pyramid for copy --Important information at top of page --Heading first --Subheading --Content presented in descending scale of importance Relevance -All clicks should lead to appropriate information --Product link should not lead to about section

Content Components

Substance: Who are you trying to reach and why? Structure: Where is your content? How is it organized? How do people find your content?

Content Pillars

Support consumer's interest Themes are true to brand essence Not focused solely on sales

Where do we share?

Talk amongst yourselves! Celebrities, media, organizations, blogs 0.05% of the population accounts for almost half of all posted URLs Top 20K elite users account for nearly 50% of attention Attention is homophilous Middle intermediaries diffuse info from celebs, etc. More exposure to info, tweets, followers BUT ordinary users are still influential Re-discovery vs. re-tweets Longest-lived content is videos and music

Simplicity

The simpler option is almost always the better, more user-friendly option

Social Customer Relationship Management

The social customer: "Social customer's are not the customers of yore. They trust their peers, are connected via the web and mobile devices to those peers as much of a day as they would like. They expect information to be available on demand...they require transparency and authenticity from their peers and the companies the choose to deal with"

Where do we share offline

The strength of strong ties More likely to be activated/used More influential Particularly when more similar The strength of weak ties Weak ties act as bridges Weak ties are less similar

What do we talk about continued

Things that are top of mind X time Horizons Interesting immediate Cues on going Public visibility Things that are top of mind Varies across time and context Things that are interesting Varies across channel Conversational norms Quality: be truthful Quantity: be as informative as required Relation: be relevant Manner: be clear WOM varies in content Traditional focus on positive vs. negative only... but lots of other content might matter! WOM content depends on The experience The audience The individual Key distinction Explaining language

TCEO

Think, create, engage, optimize. The order for creating a campaign/advertisement

Functional UX

This covers the elements of the user experience that relate to actually using the tool - such as working technical elements, navigation, search, and links.

When do we share

When things are emotional Positive and/or arousing NYT most-shared articles When we feel extremely positive or negative More likely to post when we have extreme opinions When other people haven't said it yet More likely to post when there are fewer reviews More likely to post in positive ratings environments More frequent posters diverge from existing opinion Less frequent posters jump on the bandwagon Implication? Online chatter or online reviews are not necessarily representative!

Navigation should answer 4 questions:

Where am I? --The larger the site, the more important this becomes How did I get here? --Breadcrumb navigation Where can I go next? --"Add to cart", "Continue", "Read more", etc How do I get home? --Main logo typically handles this

Questions about competition

Who sells what you sell? Who else takes attention away? Who has the power to influence?

An effective strategy should cover

Who you are What you are offering To whom Why are you offering it How are you doing so

5 W's of WOM

Who, where, why, when, what

People Components

Workflow: How does your content happen? Governance: Politics, Guidelines, Standards

Content Strategy

guides planning for the creation, delivery, and governance of useful, usable content. Fulfills 2 goals: Achieve business goals Meet your users' needs With developing content strategy: Think "better", not "more" Ask the journalistic questions early Who, what (what are the needs of target and what can we provide for them), where, when, why Figure out when to say no For starters, pick one problem Tie content to business goals Focus on the user experience

Mindmapping

way to connect ideas. Main topic in middle and branches with small branches that connect to each branch.

SEO - DON'T

• Avoid hidden text or hidden links. • Don't use cloaking or sneaky redirects. • Don't send automated queries to Google. • Don't load pages with irrelevant keywords. • Don't create multiple pages, subdomains, or domains with substantially duplicated content.