5 online ideas you can

implement tomorrowJessica Zemler

Editor, dvm360.com and dvm360 iPad app

Advanstar Communications

www.dvm360.com

First things

first: What is

dvm360?

What is dvm360?

• An award-winning portal

site presenting web-

exclusive content and

articles from four print

brands:– DVM Newsmagazine

– Veterinary Medicine

– Veterinary Economics

– Firstline

What is dvm360?

• An iPad app

– Monthly digital

publication (free)

– Launched July 12, 2011

– 4,500 downloads so far

– Search ―dvm360‖ in the

App Store

And now for 5 online ideas…

Idea #1:

Do some website fine-tuning

1. Do some fine tuning

• We’ll talk about 3 areas to fine-tune:

1. Your most popular articles online

2. Your email newsletters

3. Your landing pages

• The goal: Boost page views online

1. Do some fine tuning

• Start with your strong articles online

– Look in your website analytics to find your

most popular articles over time

– Can you package them differently?

• Photo package—huge page view generators

• Related links—boost page views per visitor

– Add a list of most popular articles to your site

• We include this article list many places on our site

• Some are truly the most popular but we also seed

the list with multi-page packages we know will

drive page views

The example

1. Do some fine tuning

• Next fine-tune your e-newsletters

– Look at each item you include

• Great topics

• Multi-page articles

• All with strong related links (2-3 minimum)

– We did a/b testing on subject lines to boost open

rates

• Numbers win: 4 ways to …

• Hot/topical stories: Somalian pirates kill veterinarian

• Keep it short

– Key: Look at your stats after every issue

The example

• 22.3% dvm360: Driver who struck and killed

veterinarian arrested

• 22.3% dvm360: Veterinarian killed by Somalian

pirates

• 25.4% dvm360: Veterinarian accused of killing

pregnant technician mistress

• 21.2% dvm360: 8 people foods that are toxic to

pets

• 37.2% dvm360: Massive study reveals state of

pet health

1. Do some fine tuning

• Finally, fine-tune your landing pages

– Look at what chunks of content do well and

move it onto pages where they’ll get seen

more

– We’ve added:

• A forms article list to all news section articles

• Small hospital design photo gallery thumbnails to

all business section articles

• ―Most popular articles‖ list to all site sections

Idea #2:

Use Google to your advantage

2. Use Google to your advantage

• Sign up for free

Google alerts

– Great way to keep a

passive eye on your

industry—and

competitors

– I receive daily alert

for both ―veterinary‖

and ―dvm360‖

2. Use Google to your advantage

• Use Webmaster Tools

– Find crawl errors (404)

– Can demote pages

from SiteLinks

– Find search queries

that list your site as a

result—so you can

place top keywords in

content

– Find out which sites

link to yours

2. Use Google to your advantage

• Use Google Analytics• Robust, easy-to-use

analytics

• If you don’t have

analytics, it’s free and

easy to implement

• We have an Omniture

account but still use

Google Analytics

Idea #3:

Create interactive

content

3. Create interactive content

• Photo

packages

• Quizzes

• Interactive

cases

3. Create interactive content

• We use Maps

Alive to create

interactive maps

and charts

• No programming

knowledge

necessary

• Great for reader engagement

• Boosts time on site

Idea #4:

Efficiently manage social media

4. Efficiently manage social media

• HootSuite.com – Great way to:

– Post Tweets easily

– Manage multiple accounts with one login

– Schedule future messages—we use this to

schedule Tweets over the weekend

– Keep an eye on topics of interest—can

arrange multiple feeds in your dashboard

4. Efficiently manage social media

• Klout – Measure your social media

influence

– Klout score: Based on network influence,

amplification probability, and true reach

– It identifies your area of expertise

– Also identifies your social media style

– Just released Topic pages — shows top

influencers and recipients for your topic

– Can compare yourself to others

• Keep an eye on BackTweets.com

4. Efficiently manage social media

A couple more social media ideas:

• Create industry Twitter lists – Be the go-to

source for all things in your industry (use

Listorious as a place to start)

• Propose a social media campaign to an

advertiser

And finally…

This one may be a stretch to

implement tomorrow, but it’s a

fantastic page-view generator...

Idea #5:

Hold a People’s Choice contest

5. Hold a People’s Choice contest

• Can keep this simple

– Take an existing contest and add a People’s

Choice dimension

– Readers vote and decide a winner

• Or you can develop a new contest

– Scour your content for ideas

• The top 10 schools package—which school do

you think is the best?

• Top 10 issues in 2011—vote on which one will

make the biggest industry impact

5. Hold a People’s Choice contest

• We hold a yearly

Hospital Design

People’s Choice

Award contest

• Readers choose

the winner

• Multi-page web

package to showcase entries

• Online voting via Survey Monkey

jzemler@advanstar.com

913-871-3851