What happened to the homepage?

With all the attention spent on conversions, micro sites, landing pages and retargeting, have we neglected our home pages?

Think about it.

Have you really looked at the analytics behind the user interaction with your homepage? Do you have more than 10 links? If so, what if one of those links receives only 2% of the click through traffic? Is it still worth including it on the page?

These questions and more might (and should) be on your radar. In fact, do we even need these relics of the web one-point-oh? How do we understand what should go into designing and possibly reinventing these cornerstones of our websites? And, is it possible to use customer data, market research, web analytics and thoughtful design to turn a clunky, overlooked page into a useful tool for our customers that adds value to our marketing strategy?

I believe that we haven’t paid enough attention to designing intelligent home pages. But, I also believe the keys to deciphering the ingredients that are needed to make great pages (great depends on what matters most to your organization) are well within your reach.

This April, I’ll be presenting on what I feel is a methodology for creating a great home page experience at Innovation Enterprise’s Social Media and Web Analytics Innovation Summit. After the summit, I’ll share my findings and postulations on my site here. Stay tuned!

Social Media in Sweden

I’m excited to announce I have been added to the speakers list at Bring Dialogue’s annual conference taking place in Strömstad, Sweden August 23-26. I will be hosting a workshop on my trademark L.E.A.D.E.R. strategy for social media engagement to 500+ attendees from across the European Union in this large marketing conference that focuses on branding, CRM, social media and other emerging trends in the world of marketing.

Here’s the link to the conference web site (sorry, some of it is in Swedish): http://www.dialogkonferansen.com/2015/.

I’ll provide more links and info as they are made available.

Back on Tour in 2015

As many of you know, I took a new full-time position with Ultimate Medical Academy earlier this year. On top of the new job (which required relocating my tribe from the DC Metro to Tampa, FL), being a dad for a toddler required a brief hiatus from the speakers circuit. I’m pleased to announce that I’m back on tour in 2015 with the first two stops announced:

In Las Vegas, I’ll be hosting a two-hour workshop on engagement and listening strategies. I will also be discussing my “trademark” approach to social media – LAETER”. Here are the details:

Your customers are talking about you on the internet whether or not you’re listening. A few negative comments can cause your reputation and sales to plummet; while a happy customer can evangelize time and time again. This hands-on session will provide attendees with social listening strategies that can keep their team and their C-level executives on the forefront of what’s being said about their brand (and competitors) – and how to plan a proactive rather than reactive approach.

Takeaways include:

  • Tips and tools for listening (and what to listen for)
  • Using the “LAETER” approach (listen, acknowledge, empathize, triage, escalate and resolve)
  • When not to respond and how to address trolls
  • Adding value to your business
  • Educating employees on the importance of corporate reputation on social media

For Chicago, I’ll be giving a 45-minute presentation on branding via social media:

Should you argue with your customers on Facebook? How do you draw the line between defending your business and antagonizing a troll? Your customers are talking about you on the internet whether or not you’re listening. A few negative comments can cause your reputation and sales to plummet; while a happy customer can evangelize time and time again. But not all negative comments can spell trouble. Learn how to engage unhappy customers and turn them into brand evangelists. It works and we’ll show you how. We’ll also help you spot potential land mines so that you don’t make things worse. It’s an art as much as it is a science.

Takeaways include:

  • Using the “LAETER” approach (listen, acknowledge, empathize, triage, escalate and resolve)
  • When not to respond and how to address trolls
  • How to fight back and when to throw in the towel

Social Digital San Diego – Recap

We had a blast, fellow roosters, cats and dogs! Thanks for making my trip out to the amazing Gas Lamp district in San Diego for the Social Digital 2013 summit. I had a great time presenting, “Are you winning the race? Strategies for measuring success each step of the way on your social media journey.”

Many of you have tweeted me asking for the case study template and the dashboard template. Have no fear, the links (along with my slide deck) are below.

Just a reminder, the data in the presentation screenshots is not real, but the concepts are! Take your organizational reporting on social media ROI from good to better to best… and dip your big toe into attribution too!

Thanks again for all your great feedback on the presentation.

 

Get Smart! Make Better Social Media Decisions through Analytics

Have you heard of Social Media Week? If not, check it out here: http://socialmediaweek.org/

This February, Social Media Week will take place in 10 cities:

  1. Copenhagen
  2. Hamburg
  3. Lagos
  4. Miami
  5. Milan
  6. New York
  7. Paris
  8. Singapore
  9. Washington DC
  10. Tokyo (TBD)

How does it work? It’s a collection of events sponsored by a wide variety of companies and organizations throughout each city, bound by the common theme of social media.

Last year I spoke on the ROI of social media to a standing-room-only crowd in Manassas, VA. This year, I will be presenting the following session:

Get Smart! Make Better Social Media Decisions through Analytics
Leveraging Facebook EdgeRank and Google Analytics to Drive a Return on Business Objectives

So you’re adding social media to your game plan for your organization, moving it from an afterthought to front-and-center. You’ve even got a staff member ready to roll up their sleeves and manage your social media strategy for the organization (and that person might be you!) But now what? How do you decide which campaigns are working and which ones are not? In this session, attendees will learn how to leverage Facebook Insights, Facebook EdgeRank and Google Analytics (all free tools) to measure campaign ROI (return on investment) and ROO (return on objectives).

While I’m still working on the details of the venue, I do know it will be somewhere in the DC metro area. I hope to have a venue locked down by 1/21/13. So check back to the event page early next week for more details.