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Maximize Your Web Presence: Best Practices for Corporate Websites

Maximize Your Web Presence: Best Practices for Corporate Websites. Neal Linkon Manager, Interactive Marketing Northwestern Mutual. Our Agenda. 5 Basic Principles 4 Things You Must Do Tomorrow Look Over the Horizon. 1. Web Management Mantra.

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Maximize Your Web Presence: Best Practices for Corporate Websites

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  1. Maximize Your Web Presence: Best Practices for Corporate Websites Neal Linkon Manager, Interactive Marketing Northwestern Mutual

  2. Our Agenda • 5 Basic Principles • 4 Things You Must Do Tomorrow • Look Over the Horizon

  3. 1. Web Management Mantra “99% of the time your users spend on the Internet they spend on sites other than yours.”- Jakob Nielsen, UseIt.com

  4. What’s Wrong With This Picture?

  5. “They’ll Figure It Out” • Costs more • Harder on your users • Not showing a unified brand • Not a single advantage

  6. “Where did the Aurora site go?”

  7. 2. The CEO is Not Your Target Market • Get the voice of your user on your site • Test always, test frequently, test in different ways • Watch what your users do • Listen to what your users say • Ask your users what they think

  8. As Soon as Your “Idiot-Proof” Your Web Site… …they’ll go and make a better idiot.

  9. 3. You Can Never Have Enough Traffic • Search is still king • Take a strategic approach • Put your URL everywhere • What are they doing when they get there?

  10. 4. Count What Counts • Hits, visits, page views • Average # of pages per visit, average time on site, conversion rate • ROI is possible • Have a hypothesis for any major action and measure against it

  11. 5. You Can’t Always Look Where the Light is Better

  12. The Points of Entry are Changing • The destination Web site isn’t dead, but… • It might be the last step in the user’s journey “We’re just not ready for social media.”

  13. 4 THINGS YOU MUST DO TOMORROW!

  14. 1. Claim Your Brand in Social Media

  15. One Word of Warning • Think carefully about your account user name • Use Namechk.com to see what’s taken and available for your brand

  16. 2. Look at Your Site on a Smartphone • Web visitors using a mobile device went up 34% July 08 – July 09 (57 million) • Those who use mobile devices to access the Web do so more than via a computer • Mobile phones will overtake PCs as the most common Web access devices worldwide by 2013 (Gartner, Jan. 2010) • 2 out of 3 mobile Web users report bad experiences

  17. 3. Pay Attention to Your Internal Search

  18. There is a Better Way

  19. 4. Start Listening • Howsociable.com • Socialmention.com • Twitter search • Google alerts • Technorati • Paid service (NetworkedInsights, Radian6, CustomScoop, etc.)

  20. Look Out over the horizon

  21. Not Your Father’s 2-D Barcode

  22. The Future is Integration When all systems talk to each other…

  23. Useful Resources • http://www.clickz.com/ • http://www.marketingsherpa.com/ • http://blog.holtz.com/

  24. Questions, Comments? Neal Linkon neallinkon@northwesternmutual.com 414-665-2622

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