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MozCon 2013 Highlights

MozCon 2013 Highlights. Day Two. Curated by: @KaneJamison & Beth Anderson (@ JadeEJF ). Content Harmony. Day 2, Session 1:. MozCon 2013 Highlights. Building A Winning Video Marketing Strategy. Speaker: Phil Nottingham 9:00 am to 9:30 am. Click here for slides. Day 2, Session 1:.

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MozCon 2013 Highlights

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  1. MozCon 2013 Highlights Day Two Curated by: @KaneJamison &Beth Anderson (@JadeEJF) Content Harmony

  2. Day 2, Session 1: MozCon 2013 Highlights Building A Winning Video Marketing Strategy Speaker: Phil Nottingham 9:00 am to 9:30 am Click here for slides

  3. Day 2, Session 1: MozCon 2013 Highlights Distilled internal study found average level of referring traffic from YouTube is 0.72% - the best performing site was REI, who had a 4.37% clickthrough rate. So, if you’re putting your branded videos on Youtube, you could be losing 99% of your potential traffic/clicks/audience… #Quote Speaker: Phil Nottingham

  4. Day 2, Session 1: MozCon 2013 Highlights But… “YouTube is the best platform for brand awareness.” #Quote Speaker: Phil Nottingham

  5. Day 2, Session 1: MozCon 2013 Highlights “Measure engagement, not views. Engagement is what matters -you need to optimize to make sure people are sticking with it as long as they can... #Quote Speaker: Phil Nottingham

  6. Day 2, Session 1: MozCon 2013 Highlights “If you want quality, evergreen links from sites in your niche, you [can’t shoot for viral].” #Quote Speaker: Phil Nottingham

  7. Day 2, Session 1: MozCon 2013 Highlights “Refine the goals and nail it.... do one piece of content every three months instead of three pieces of content every month.” #Quote Speaker: Phil Nottingham

  8. Day 2, Session 2: MozCon 2013 Highlights The Next Generation of Mozscape Speaker: Phil Smith 9:30 am to 9:45 am Click here for slides

  9. Day 2, Session 2: MozCon 2013 Highlights “Depending on how you count, maybe a lot less than half of the internet changes... but if we only knew which half stayed the same, we could hang on to it and get a 2x improvement right there. The Internet is an organic phenomenon, and it follows power distribution... the majority of links only go to a handful of pages... the majority of updates only go to a handful of sites.” #Quote Speaker: Phil Smith

  10. Day 2, Session 2: MozCon 2013 Highlights Note from Kane: I can’t specifically quote Phil in this section, but my take on his explanation of their new Meerkat platform is that the speed at which the platform will update will allow for predictive analytics and traffic estimation on Moz campaigns, and a constantly updating link index. Pretty fascinating and should allow for some very impressive improvements from the current generation of Open Site Explorer and Moz’s index. #Paraphrase Speaker: Phil Smith

  11. Day 2, Session 3: MozCon 2013 Highlights How to Moz Lingo: Cross-Team Communication When Crisis Hits Speaker: CarinOverturf 9:45 am to 10:00 am Click here for slides

  12. Day 2, Session 3: MozCon 2013 Highlights “Making sure that everyone has a clear definition of what an emergency is. For us, five emails or tweets in 24 hours about the same issue. If engineers see operational emails, they send emails to the community help team. You want to make sure it’s really an emergency if you’re going to wake an engineer up at 8 a.m.” #Quote Speaker: CarinOverturf

  13. Day 2, Session 3: MozCon 2013 Highlights “Practice communication with your customers during the good times and it’s going to be a lot easier and more natural when times get tough.” #Quote Speaker: CarinOverturf

  14. Day 2, Session 4: MozCon 2013 Highlights Empower Your Customers to Become Your Evangelists Speaker: Aaron Wheeler 10:00 am to 10:15 am Click here for slides

  15. Day 2, Session 4: MozCon 2013 Highlights “I think that customer service and inbound marketing are connected in a way we don’t often think about. Customer service is establishing [a] connection & making them feel good, but marketing comes in when you make it public.” #Quote Speaker: Aaron Wheeler

  16. Day 2, Session 4: MozCon 2013 Highlights “People get value out of help content... build a help content strategy alongside your normal content strategy.” #Quote Speaker: Aaron Wheeler

  17. Day 2, Session 5: MozCon 2013 Highlights Engineer Your Life: Agile for Work and Play Speaker: Miranda Rensch 10:15 am to 10:30 am Click here for slides

  18. Day 2, Session 5: MozCon 2013 Highlights “Agile is a process that helps you adapt over time and remember the big picture reasons you’re doing what you’re doing.” #Quote Speaker: Miranda Rensch

  19. Day 2, Session 5: MozCon 2013 Highlights “Having personal mission statements can be a fun way to remember why you’re spending time on the things you’re spending time on.” #Quote Speaker: Miranda Rensch

  20. Day 2, Session 6: MozCon 2013 Highlights Let's Play for Keeps: Building Customer Loyalty Speaker: Joanna Lord 10:50 am to 11:20 am Click here for slides

  21. Day 2, Session 6: MozCon 2013 Highlights “Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever.” -Kevin Roberts, Saatchi & Saatchi #Quote Speaker: Joanna Lord

  22. Day 2, Session 6: MozCon 2013 Highlights “Companies will not succeed without loyalty. Building a tribe, a loyal audience... is a requirement, it’s the new standard.” #Quote Speaker: Joanna Lord

  23. Day 2, Session 6: MozCon 2013 Highlights “There should be a budget and conversations and quarterly planning for (brand loyalty marketing).” #Quote Speaker: Joanna Lord

  24. Day 2, Session 7: MozCon 2013 Highlights Ecommerce SEO: Cutting Edge Tactics That Scale Speaker: Adam Audette 11:20 am to 11:50 am Click here for slides

  25. Day 2, Session 7: MozCon 2013 Highlights “If we think about the old mindsets, back then it was about chasing algorithms. Now, instead of chasing the algorithms, we want to chase the people... and thinking about the users. Search engines are a means to an end.” #Quote Speaker: Adam Audette

  26. Day 2, Session 7: MozCon 2013 Highlights “You shouldn’t fix every server error ever, but you should fix them when they spike.” #Quote Speaker: Adam Audette

  27. Day 2, Session 7: MozCon 2013 Highlights “Best way to handle expired products is to create a product not here page, and link back to tightly related products.” #Quote Speaker: Adam Audette

  28. Day 2, Session 7: MozCon 2013 Highlights From RKG internal client studies, Facebook sends 30x more traffic than Google+... social sites are less than 2% of all referring traffic (for their clients). #Stats Speaker: Adam Audette

  29. Day 2, Session 8: MozCon 2013 Highlights Building Your Business: Relationship and Other Critical "Soft" Skills Speaker: Brittan Bright 1:20 pm to 1:50 pm Click here for slides

  30. Day 2, Session 8: MozCon 2013 Highlights “We like to pretend like these soft skills are on the outskirts - but they’re central to everything. If you’re a developer, there are languages you need to code in, and it’s comforting when you know you need to have those skills. Hardcore skills can build a house, but it takes a softer touch to make a house a home.” #Quote Speaker: Brittan Bright

  31. Day 2, Session 8: MozCon 2013 Highlights “It’s not an IQ contest... if your ideas aren’t heard, it doesn’t matter - social and emotional intelligence are really important. Understanding how to elicit an emotion in another person is a really important skill.” #Quote Speaker: Brittan Bright

  32. Day 2, Session 9: MozCon 2013 Highlights Win Through Optimization and Testing Speaker: Kyle Rush 1:50 pm to 2:20 pm Click here for slides

  33. Day 2, Session 9: MozCon 2013 Highlights “We always had a test running, and it was always intense, the amount of traffic we had.” #Quote Speaker: Kyle Rush

  34. Day 2, Session 9: MozCon 2013 Highlights “If you’re not gathering data, then you’re flying blind.” #Quote Speaker: Kyle Rush

  35. Day 2, Session 9: MozCon 2013 Highlights “You want to observe your users using your product, otherwise you’re not going to know how they’re using it, because you are not your user.” #Quote Speaker: Kyle Rush

  36. Day 2, Session 9: MozCon 2013 Highlights “The first step for us in experimentation was to identify our goals at a micro and a macro level. The second step is to develop hypotheses - it’s just the scientific process that we all learned in grade school... it’s helpful in making sure you stay focused. Number three is to create experiments... and test it multiple times and create multiple experiments to test your hypotheses. Fourth is to prioritize with ROI.” #Quote Speaker: Kyle Rush

  37. Day 2, Session 9: MozCon 2013 Highlights “Test your ideas, and lastly, record your results. We ran 500 tests and we couldn’t always remember the result. We kept a Google doc that recorded the results, and without that we couldn’t have functioned...” #Quote Speaker: Kyle Rush

  38. Day 2, Session 9: MozCon 2013 Highlights “Copy is in my experience, by far, the highest ROI you can experiment with. By making the copy more direct, we got a 21% increase on conversions. Very little development effort, but a huge change in conversions.” #Quote Speaker: Kyle Rush

  39. Day 2, Session 9: MozCon 2013 Highlights “An 80% faster time-to-paint caused a 14% increase in conversions... it’s not as big as the other changes... but it was $32 million worth.” #Quote Speaker: Kyle Rush

  40. Day 2, Session 9: MozCon 2013 Highlights “Don’t be afraid to fail - I can’t stress this enough. Only 20% of our experiments increased the conversion rate… …you can’t let that get you down.” #Quote Speaker: Kyle Rush

  41. Day 2, Session 9: MozCon 2013 Highlights “Placing an upsell on the conversion page resulted in a 44% decrease in conversions for us. If you aren’t failing, you aren’t testing enough. You are not going to have 100% success in your tests.” #Quote Speaker: Kyle Rush

  42. Day 2, Session 10: MozCon 2013 Highlights How Gender and Cultural Differences in Web Psychology Affect the Customer Experience Speaker: Nathalie Nahai 2:20 pm to 2:50 pm Click here for slides

  43. Day 2, Session 10: MozCon 2013 Highlights “In all the research I did, I found there are three pillars that you need to succeed online - knowing who you’re targeting, being able to communicate with them persuasively, and using psychology to sell with integrity.” #Quote Speaker: Nathalie Nahai

  44. Day 2, Session 10: MozCon 2013 Highlights “Risk is one of the biggest barriers to buying things online. Men tend to be less concerned about privacy, and more likely to blog with their real name. Women are still skeptical of online information, and are much more likely to blog anonymously. There is an element of sexual harassment that happens online, and we have to be aware of it.” #Quote Speaker: Nathalie Nahai

  45. Day 2, Session 10: MozCon 2013 Highlights Design for men - flashy interactive and animated, goal-oriented/gamified, many sub-levels Design for women - attracted to colors, clean/uncluttered, prefer fewer subpage levels. #Quote Speaker: Nathalie Nahai

  46. Day 2, Session 11: MozCon 2013 Highlights Breaking Up with Your Keyword-Based KPIs Speaker: Annie Cushing 2:50 pm to 3:20 pm Click here for slides

  47. Day 2, Session 11: MozCon 2013 Highlights Regarding all of the incremental changes in Not Provided data: “You should be marking all of these things that chip away at your keyword data in your annotations.” #Quote Speaker: Annie Cushing

  48. Day 2, Session 11: MozCon 2013 Highlights “It was amazing what we were able to do with [past keyword-level data], but it’s a thing of the past. Move on.” #Quote Speaker: Annie Cushing

  49. Day 2, Session 11: MozCon 2013 Highlights “Any metric you’re isolating per keyword is junk data. Going after it is a fool’s errand. I’m not calling you a fool, just your errand.” #Quote Speaker: Annie Cushing

  50. Day 2, Session 11: MozCon 2013 Highlights “You have to know how to work pivot tables in order to get any kind of insight. It’s one of the two most critical skills you have to know as a marketer.” #Quote Speaker: Annie Cushing

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