FUZE | National Forest Recreation Association Day 1

transcript

twitter: #NFRA | @FUZE

National Forest Recreation Association 2010 – Day 1

What’s Happenin’ Out There?

presented by

Bryan Landaburu (@fuze)

President

Hi. My name is Bryan.

Particulars• A digitally-led agency est. 2003

• We develop & execute campaigns for clients nationwide that include:

– Web, application, system, UI design

– Content Management Systems

– Business process design

– E-mail marketing

– Blog strategy

– Social & mixed media campaigns

– E-Commerce development

– Search Marketing (SEO/PPC)

– Advanced analytics

– Traditional creative services

Clients

What are we talking about?

Well, we’re going to talk about this…• Where does the web fit, and why does it matter?

• What do your customers expect from you?

• “Social media” is a real trend. What will you do with it?

• How do you communicate with your customers?

• What is unique about you?

• Do devices matter?

• Why does any of this matter???

Two sessions…• Friday

– More detailed discussion

– Social Media Concepts

– Site reviews

– Industry trends

– Questions/Answers

– Emphasis on tools

– Action plan

Workshop Style

• Thursday– High level overview

– The consumer thought process

– Trends and things to consider

– Tools and tips

– Why it matters

– Deemphasis on technology

– Emphasis on your customer

Seminar Style

Why did you decide to come to this conference, and……what did you hope to get out of it?

How has this year been for you?

Are you more or less inspired in 2010?

Some of the things we’ve learned…• Being complacent, rolling with the herd, gets you no-place

• Doing nothing, also gets you no-place

• Your reputation and your brand are critical

• Authenticity and sincerity will always win

• Unless you truly forge a relationship, you are only as good as the memory of your last transaction

Marketing your business or yourself should not be a perfunctory process.–adjective

1. performed merely as a routine duty; hasty and superficial, courtesy

2. lacking interest, care, or enthusiasm; indifferent or apathetic

Business is simple, right?

Find ‘emGet ‘em

thereMake ‘em

comfortableSell ‘em

somethingGet it to ‘em

fastBring ‘em

Get ‘em to tell their friends

Repeat

How marketing used to be…

Old Corporation

Website

PRMedia

Outdoor

How marketing looks today…• Control surrendered to

consumers

• People say scary things

• Can’t control the conversation

• Power in the hands of a few

• Word of mouth leads to authenticity

• BOTTOM LINE:you need to be everywhere

Your Brand

RadioTV

Website

Outdoor

Search Marketing

Executive visibility

Forums

Mobile

CompetitorsSEO

Landing pages

Sales funnels

Analytics

Conversation

Industry participation

Influencers

Comments

REPUTATION

SOCIAL

Content

reviews

Your Brand

RadioTV

Website

Outdoor

Search Retargeting

Executive visibility

Forums

Mobile

CompetitorsSEO

Landing pages

Sales funnels

Analytics

Conversation

Industry participation

Influencers

Comments

Reputation

Social Media

Content

reviews

Website

Search Marketing

Mobile

Competitors

Landing pages

Analytics

Conversation

Influencers

Reputation

Social Media

Content

Reviews

The world vs. your world

A new world view…• Economics have changed our values and what's important to us

• We have returned to our safe zone, family

• We favor intimacy over excess

• We seek activities closer to home; exploring our own cities

• We seek economical holidays

• We have a renewed interest in the past

• We have a new relationship with the environment

• Others??

Bottom Line:

These changes work in favor of every person in this room.How will you capitalize on it?

What else has changed?

The way we search, research, the devices we use, and the future generations.

What people expect• We connect on new devices; smaller and different screen

• We expect relevant and consistent experiences

• We expect speedy access

• We expect clear content developed for us

• We expect things to be where we anticipate them to be

• We trust the opinions of others like us– More than we trust you

• We expect honest presentations

• We have very little patience

Trending topics…

Real-time Search,Personalized Searchstandback, it’s a firehose.

How Google Determines Real-time relevance

Source:Bryan Landaburu, FuzeGoogle PresentationSMX West 2010

Back to reality…

How do you find your customers?

…or your thoughts on how they find you?

How do you find[and keep] customers?• Traditional Marketing

• Search Marketing

• Co-marketing

• Traditional advertising

• Social Media

• Word of mouth

• Loyalty programs

• Reengagement campaigns

• Retargeting

• Referral programs

• Communication plans

• Unique positioning statements

• Partnering

Site reviews…

Quality is subjective, but all over the board.

What features do customers care about?Give them what they want…don’t try to steer from the passenger seat.

I argue, people only want this from you• Realistic presentation of what

you offer

• Professional and clear photos & videos– If low-fi, then they better be

from real people

• Usable directions & maps

• Reservation options (preferably online)

• Real time communications

• Actionable promotions`

• Ways to connect with you and stay in touch, passively

• Light reading, zero thinking

• Seasonal information

• How to prepare for current conditions

• Reviews and real peoples perspectives

• A tour of some sort

• A way to plan/share a trip

What they don’t probably care about…• Your assumption of what they should be looking for

• Ornate presentations

• Music and spinning objects

• Lots of copy and content (a picture is worth a thousand words)

• Last update 2005

• Irrelevant photos

• Having to keep up with you on their own

• Your website the only source of information

• Your history (unless its relevant to their experience)

• Your corporate structure

If your online strategy doesn’t match what customers want, what are you doing about it?[insert excuses here]

Justification[excuses] for non-action• It’s too expensive

• I can just do it myself

• I don’t want to do it myself

• Nobody cares about this

• My customers are older

• That’s not where my customers come from

• What we have is good enough

• I am not tech-ie

• I don’t have time

Maybe some of those are true, today.

Remember evolution is constant.Let’s talk about action, tomorrow…

30ish tools in [about]30 minutes

a blend of tactics, tools, new, old, yada yada.

Blog, like your career depends on it.

You don’t need to be, or hire, a writer to have a good blog.The effects are far reaching…

E-mail marketing

Critical piece, why? Because believe it or not, I don’t remember who you are. Aww….sad.

MicroSites

Sometimes you need a specific place to tell a story. For advertising, for niche, to develop more content, SEO…lots of benefits.

Customer example…

ihateplascotrac.com

Testing

Comparing bananas & oranges.

a/b, multivariate, cross-browser, eye tracking, heat maps, wow.

People decide if they like what they see online in less than 1 secondCredibility and trustworthiness is determined in 6-8 seconds

In those 6 seconds…

Do I trust you?

What do you do?

What should I do next?

Research

It’s a vast universe of information out there. Don’t make uninformed decisions. And remember, your best source of information may not be in your own industry/niche.

Compete example…

Analytics

Absolute necessity…we are just at the beginning.

(fyi – google isnt the only option)

More than tools• Do you track how your site is trending?

• Do you know what your top products are by sales, by channel?

• Do you know what your ROI is on your PPC terms?

• Are you looking for click-fraud?

• Are you reacting to interim interest?

• Are you customizing your site based on what you know about someone?

• Are you tracking what people say about you/your brand?

• Are you monitoring your competition?

• Analytics are more than hits & visits and 1-size does not fit all

Eye Tracking Results -simulated

We ran a simulated eye tracking test on the site using this version of the homepage.

Simulation reveals where peoples point of focus is and how they interact with the layout

Results next…

AttentionWizard Review

Simulation shows mouse movement, and simulated target points that the average user sees.

Points out where the current focal point of the site is for the average user

Points out where the most important message should be

Not 100% accurate…this is a simulation.

CrazyEgg Visual VisitorTrend Monitoring

Tells us where people click most.

How people behave based on origin.

Validates changes had positive effect

Sometimes things that seem obvious, are invisible.

The tried & true

Send a note. Say thanks. What the hell happened to our manners?

Get social

Yes, blogs, LinkedIn, Twitter, Flickr, Facebook…they matter.

Be responsible, be authentic.

Other schtuff…

Ways we stay organized, productive, accountable, have fun, etc.

In case you want to reach out and say what’s up…

Drop me your business card if you want these slides. Or give us a jingle…

twitter | twitter.com/fuze

my blog | bryanlandaburu.com

Email | bryan@ifuze.com

phone | 877-879-3893

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FUZE | National Forest Recreation Association Day 1

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