FUZE | National Forest Recreation Association Day 2
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Transcript of FUZE | National Forest Recreation Association Day 2
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twitter: #NFRA | @FUZE
National Forest Recreation Association 2010 – Day 2
Enough talk, how about some action
presented by
Bryan Landaburu (@fuze)
President
Fuze
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twitter: #NFRA | @FUZE
Hi. My name is Bryan.
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twitter: #NFRA | @FUZE
FUZE
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twitter: #NFRA | @FUZE
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
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twitter: #NFRA | @FUZE
Clients
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twitter: #NFRA | @FUZE
What are we talking about?
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twitter: #NFRA | @FUZE
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???
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twitter: #NFRA | @FUZE
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
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twitter: #NFRA | @FUZE
The world vs. your world
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twitter: #NFRA | @FUZE
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??
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twitter: #NFRA | @FUZE
What else has changed?
The way we search, research, and the devices we use.
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twitter: #NFRA | @FUZE
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
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twitter: #NFRA | @FUZE
What did you think of yesterday?
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twitter: #NFRA | @FUZE
NFRA
Website
Blogs
Search Marketing
Mobile
Competitors
PPC
Landing pages
Analytics
Conversation
Influencers
Reputation
Social Media
Content
Reviews
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twitter: #NFRA | @FUZE
Can you comparebananas & oranges?the lack of science in making assumptions
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twitter: #NFRA | @FUZE
Oranges vs. Bananas• Both delicious
• Both healthy
• If presented in the same manner…– Which will people like?
– Can you say for sure?
– Based on what?
• Bananas– Easy to hold
– Easy to open
– Good source of potassium
• Oranges– Pretty
– Easy to hold
– Easy to throw
– Good source of Vitamin C
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twitter: #NFRA | @FUZE
“I love oranges, so will everyone else.”
-The Management (HiPPO)
Ex: Highest Paid Persons Opinion
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twitter: #NFRA | @FUZE
“I’m not sure we should make the assumption that everyone will love oranges. Is everyone like you?”
- The Minion
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twitter: #NFRA | @FUZE
“I am online all the time. I book travel online, I shop online, and I’m smarter than you. Hey, who owns this business? Me or you? Sell the oranges.”
- The Management
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twitter: #NFRA | @FUZE
The danger of assumptive decisions…• What if you put all your interest in oranges, because the HiPPO,
agency, etc. told you to?
• What if the HiPPO is wrong?
• What are the odds of them being right?
• Should you be taking odds on your business success?
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twitter: #NFRA | @FUZE
The results…
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twitter: #NFRA | @FUZE
The results…• Bananas were taken 10-1 over oranges
• People only took oranges when bananas were gone
• People asked if we had more bananas
• People said that oranges were too hard to open and eat
• We ran the test again (with a new bowl of fruit) and got the same results – this validated our test
• Had we run a test on this sample, we could have probably deducted that we should have purchased more bananas and less oranges
• Bananas are cheaper than oranges and we can sell more, that means more $
• Sorry HiPPO, but you are wrong
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twitter: #NFRA | @FUZE
So what?• I’ve oversimplified a complex situation
• If you don’t test and don’t “know”, then you simply, don’t know.
• Testing comes in many forms
• Remove yourself from your decisions…your opinion is one, but there are others
• Think like your customer does
• Think about who your customer is – persona definition
• Sometimes things cant be explained
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twitter: #NFRA | @FUZE
What features do customers care about?Give them what they want…don’t try to steer from the passenger seat.
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twitter: #NFRA | @FUZE
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
• 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
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
Conversation starters.
The following slides are intended to start a conversation. Unlike tube socks, one size doesn’t fit all.
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twitter: #NFRA | @FUZE
Redesign doesn’t begin with design
You need to develop a plan first
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twitter: #NFRA | @FUZE
Establishing a budget
Q) how much is a website?
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twitter: #NFRA | @FUZE
Establishing a budget
Q) how much is a website?
A) how much is a 3 bedroom house?
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twitter: #NFRA | @FUZE
Budgeting Factors• Business planning
• Marketing planning
• Business organization/experience
• Industry experience/position
• Product mix complexity
• Access to product data/images
• Preparedness to manage site
• How many people on the team
• Previous project experience
• How will content be managed
• How will orders, reservations, inventory, etc be managed
• How complicated are your selling rules
• How custom do you want it
• How many products/sections/features
• Timeline
• How many templates
• How much integration
• Bottom line, we interview our clients the same waythey interview us.
aphexafx
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twitter: #NFRA | @FUZE
Fuze [typical]Methodology• The Story [goal establishment]
• Strategy & Research
• Information Architecture
– Sitemap, user profiles, template overview, data and content maps
• Website Design
– Mockups/wireframes, template design
• Core Development
– CSS construction, template build out
• Functional Development– CMS integration, feature development
• Web Page Layout– Content load with design in mind
• Analytics setup– What performance indicators are we
tracking? What tools will we use?
• Q/A & Testing
• Launch
• Marketing rollout/Site promotion
• Email Campaign Calendar
• PPC/Search Optimization/etc.
• Ongoing monitoring and re-testing
$5K-50K and we sing kum-by-ya
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twitter: #NFRA | @FUZE
Simple plan
For the budget conscious
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twitter: #NFRA | @FUZE
Simple Plan To Web Prosperity• Set up a blog based website
(WordPress, SquareSpace, etc.)
– Don’t use host-provided “templates” or buy templates from templatemonster or similar. They weren't built with your business in mind
• Build your photo and video library
• With a plan in mind, develop content
• Set up your social media accounts
– Facebook fan page, YouTube Site, Flickr Site, Twitter stream
• Integrate the elements
– When you publish in your blog, embed video from YouTube, reference photos from flickr, on save, publish the content simultaneously to facebook and twitter
• Send regular emails to your customers, using content you’ve already written in your blog.
• Use PPC or other traffic injectors to build audience
• Use analytics to track your progress
• Test and try new things
• Measure results
• Your only job becomes the necessity to continue to develop unique and real content
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
Traffic Drivers
Search Optimization, Pay Per Click, Social Campaigns, Traditional Marketing. It’s a nice little mixer.
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twitter: #NFRA | @FUZE
Before you start paying for advertising:
If you’re not ready to track the return on your investment, save your money!Or put it in an envelope and send it to Bryan Landaburu, 846 Victorian avenue…
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
Conversion tip:
The destination for any paid advertising probably shouldn’t be your home page.Don’t present people with a seek & find. They won’t play along…they’ll move along.
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twitter: #NFRA | @FUZE
The Great Social Media Discussion
Where do you need to be? What do you have to say? What’d you have for dinner?
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twitter: #NFRA | @FUZE
The majors• There are countless options, more coming every day
• Watch what the big guys do, focus there.
• The ones that matter (for your group)– Facebook – Fan Pages
– YouTube – Repository for your videos
– Flickr – Repository for your photos
– Twitter – Communication mechanism
– Your own blog – In your own words, with dialog
• Reviews and reputation management
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twitter: #NFRA | @FUZE
Are you the life of the party, or the turd in the punchbowl?The same rules apply online and off.
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twitter: #NFRA | @FUZE
Things to remember• Be relevant and timely with your communication
• Control your frequency
• Be authentic, always
• Remember to interact
• Encourage communications, start conversation…ask a question
• Mix offers with info – you have to give to get
• Don’t be overly concerned with “follower counts”
• Brand all your activity – consistent experience matters
• DON’T FOSTER PLAGIRISM
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twitter: #NFRA | @FUZE
Copyscape research
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twitter: #NFRA | @FUZE
Copyscape research
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twitter: #NFRA | @FUZE
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twitter: #NFRA | @FUZE
Site reviews…
Anyone want to talk about their site?
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twitter: #NFRA | @FUZE
Q&A
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twitter: #NFRA | @FUZE
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 | [email protected]
phone | 877-879-3893
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