Thursday, July 17, 2014

MozCon 2014 - Notes from Day One

These notes are being provided in their raw form as is. Please feel free to use them, study them, share them, correct them or comment on them. Please forgive any typos, misspellings or inaccurate quotes. I often paraphrased when the presentation got moving too fast for me to keep up with my note-taking.

Notes from Day 1 - MozCon 2014


Rand’s opening speech



Yellow shoes!



5 Blog Trends from the Last Year in Web Marketing



1.     Are we on the verge of regulation?



UK Cookie Law – repealed just before penalty actions took place



Canada’s new spam law –



EU’s “Right to be Forgotten” –



FTC has disclosure guidelines



Google staves of regulatory action by becoming the 2nd largest lobbying spender in the US



But while Google has the clout money and influence to take on the government, the search marketing industry does not have the same ammunition.


Inbound Marketing as terminology is losing to Content Marketing.



Look up Google trends chart on “Inbound Markeitng” and “Content Marketing’



Many people outside our industry use these teams interchangeably.


Google’s penalties take a toll on spam but hurt many businesses too.



(Look for the Manual Action by month graph on Google’s site)



Negative SEO – The 800 Pound Gorilla post by Craig Addyman



“Google is the  new IRS and we are the new tax accountants



  Marshall Simmonds


I missed slide #4



“SEO is part of my job” but no longer my job title


Google is shortening the searcher’s journey. On the surface this appears to hurt publishers, but reality may be more complicated.



FOR Example: Google “make French toast”

Or “Title Tag Length”



Tweet this - In order to feed their revenue engine Google needs to create and feed search addiction.



What we need to do is make content and websites that gives Google Searchers better quality and experience, so they keep coming back.



We must become the promise of what we say we want to become. We have an obligation to live up to that potential.



Give feedback immediately afer the sessions via the link on the Mozcon page.



[I’ll provide the link here just as soon as I can find it and post it]




Kerry Bodine – Human-centered Design



Broken Brand Promises: The Disconnect Between Marketing and Customer Experience  @kerrybodine



The companies on the bottom of the satisfaction index performed better on the stock market than the ones on the top.



81% of consumers are willing to pay more for a better customer experience.



“Friendly” – Means more (United campaign)



Thought – If we create a customer service Twitter account, we are creating the implicit promise that we are listening around the clock and able to respond almost immediately. Can we keep that promise?



Tweet this - Marketers are sometimes setting impossible expectations through the explicit and implicit expectations they create.



Journey maps – more impactful than a marketing funnel



Intuit turbo tax -  journey map slide (photo on phone)



Thought – build journey maps for the systems side and the ecommerce side of our business.



Exploratium Visitor Experience Map – It’s really looking at the holistic experience…yes, everything in the funnel, but everything else, like getting support, etc.



It shows where the promises are being made and where those promises are trying to be kept.



The big question is – Who’s responsible for all of this?



Who’s responsible for “brand”

Who’s responsible for “marketing”

Who’s responsible for CX?



Answer: Every single person in the company, even if that person never talks face to face with a customer throughout their entire career.



If it’s everyone then how do you begin to figure out what your role is?



You can get this by creating a Service Blueprint.



Google “Service blueprints” – Shows every single person in the entire organization who is making the promises and keeping the promises?


Come to terms with what your brand REALLY stands for. Often what we want our brands to stand for is not what they really stand for with our customers.



HonestSlogans.com



·      $2,000 Facebook machines



·      Waffle House – It’s 2am and you’re drunk



·      WebMD – Convince yourself that you have a terminal illness.



How can you get to the bottom of what your brand really stands for.



Use Collage - ??? Do you do this with your internal people, or your external customers. – answer was “both.”



White board or story board it all out into CX/Brand map for:





Brand promise



Evidence in the customer experience



Brand reality







Determine how your brand is or isn’t represented in your customer experience.

3.     Help employees discover the role that they play.  Empower them to make their own connections to the brand



For employees



Brand promise



What should this feel like to customers



What can I do to deliver this promise?








4, Align your marketing with your actual customer experience.





Try paying attention to the bright spots in the customer experience, the promises on which you are delivering.  Focus on those when you are working on marketing endeavors. #Focus on what’s awesome.



Thought – create a company wide survey that asks every employee to complete a survey regarding #3



It’s not just about delighting the customer, it’s about increasing revenue.



How do you get customer feedback to fill in the journey map?



Get a big piece of butcher paper and sticky notes (10 feet long) – Doe this before you talk to the customers. Bring them into a workshop type settings (groups of 3-4 customer with 3-4 employees from the company) and get them to tell their stories and start moving around the sticky notes…make it messy so they feel they can move things around and change things. Use red and green dots ro add on to show what’s working and what’s not…use emotion stickers.



If you are primarily online, take screenshots of the site and have them available.



How do you measure this process? KPIs?



Do surveys on “What are the promises that we are making” and “To what level are we succeeding at fulfilling those promises?”





She does what I want to do.



Lindsay  Wassell – Improving Your SEO by Mastering These Core Principles!



@lindzie  Key Phraseology



Talks about SEO as a Powerful Marketing Tactic…not a strategy.



      Information is the perfect product

      The Internet is the perfect medium

      And organic search is the perfect channel



Core Principles:



·      Innovate

·      Dedicate

·      Educate

·      Accommodate



Innovation wins the Internet



Kick Start Tip #1 – Think like a product marketer



A Digital asset of any kind is a product. When you produce drivel, you’re just adding noise.



What is a product?



-anything offered to a market to satisfy a want or a need.



What is innovation?

-       a new method, idea or product (example, Andy Wharhol’s Campbell’s soup can)



 another example – MooCards



-What is digital product innovation?



Apply a new method or idea to a digital product.



Phaidon – didn’t create a new product, but innovated a presentation of a story on Andy Wharhol’s soup can



Kickstart Tip #2 – Innovate your world.



Innovate with the piece of the product that you touch.



The Internet rewards innovation. 



Dedicate (2nd core principal)





-       Care about your audience. It will show.



Dedication and AirBNB – Moz –



Go big, or go bigger.  Don’t publish drivel.



Promote your content like you mean it.



Information Access Barriers –



            -People who only access the Internet via smartphones

            -device

            -accessibility depends on findability

            - Robots are people too



Never, ever, forget about the robots.



Thought – How are we innovating?   Lindsay “Google+ is a Layer” – great quote.





Author of Fever Bee – How to Use Social Science to Build Addictive Communities



@RichMillington  Richard@feverbee.com



#1 Thing – A sense of community is what makes building a community produce positive benefit, loyalty, higher retention, etc.



Knowledge Exchange

Higher Productivity

Higher Employee Retention



How to take any group of people and create a powerful sense of community in any part of your life.



Create a boundary – The higher the boundary, the stronger the sense of community.



We want to be part of exclusive groups of our peers. Create an insider group – You can’t have insiders without having outsiders.

-       Apple has a top 100 group



A Community of people (X) who do (Y)  You can start with 15 friends.



-       Introduce Rituals and traditions.

-       These should be a little hard, a little difficult, maybe something that makes you a little bit vulnerable.

-       Have a “Place.” If people meet in the same place all of the time, their familiarity of that place transfers to  new members of the community.

-       This could be online

-       Create a shared narrative, a narrative that’s interesting.



The more people that know the history of that group, the stronger sense of community.



Share emotional connection – they are happy, sad and angry about the same things at the same time.



Share Unique Experiences -  “Chess Boxing” world championships



Take small things and turn them into huge victories, celebrations.



Emotional connection on the vulnerability scale as well. Provoke Vulnerability.



Initiate Deeper Discussions.



Encourage Self-Disclosure



Steal Popular Discussions



Power and Influence



Copy what someone else in our peer group has already done. Find your particular niche and use whatever skills you think you have to build your distintiveness.



Ask your members about their experience & expertise.



Ask people to show off what they’ve done. They only people who participate in a community are people who feel like they can influence the group. The second they don’t feel that way, they stop participating. “Buzzing Communities”


Met Zac Parsons (aka Tom Selleck) , Zeph Snapp and Joel Klettke (Calgary) and lunch



Architecting Great Experiments  @kylerush



Experiment concepts:



1.     Significance –meaning the risk of encountering a false positive.

2.     Power – The risk of encountering a false negative

3.     One0tail vs, two tail  - a one tail = is the variation better?



Two tail will tell you both if thevariation is better and if the variation is worse.



4.     MDE  Minimum detectable effect -  Successful testing strategies are based around the minimum detectable effect (MDE) variable.



5.     Sample Size - How many subjects are in your experiment.



Always use a sample sie calculator to calculate sample size before starting an a/b/ test http://www.bit.ly/VUBti8  and /SWR3YC



Sample size calculators tell you how many subjects, but not which subjects should be in your experiment.



Start by focusing a/b test on the last step in your conversion funnel because it will achieve more impactful results than if you started with an interior page higher up in the funnel.





Be Fearless – For example, test “terse” versus “verbose”



1.     Measure as many goals as possible. Micro - For example form-fill errors

Macro – purchase, revenue



2.     Choose a primary goal.



3.     Don’t forget about down the funnel goals, i.e. repeat purchase, save payment information.



4.     Measure as many goals as possible for every experiment



Create a testing standards document. For each page/funnel record:



1.     Three month monthly average of unique visitors

2.     topping conditions (sample size0

3.     bit.ly/10VRf6i



Quality Assurance



Xperiment Brief: template on a bitly link on the slide



Most tests are going to produce a statistical tie.



Sharing your results help you get buy in for your testing experiments



Always always record detailed expriment results in an experiment archive.



In the experiment archive:



1.     Experiment Date

2.     Audience/URL

3.     Screenshots

4.     Hypohthesis

5.     Results (Control, Variation and the results page)

6.     Link to the experiment





Thought: Just remember Nakul’s suggestion to put our PDFs on Screenshare

Create a PDF sitemap, or maybe create a PDF archive based on categories/brands



Moz uses Optimizely – lots of no statistical results.



Thought – We should segment logged-in users versus logged-out users in our reporting.



Go see the guys from Optimizely.



Moble SEO Geekout: Key Strategies and Concepts



Cindy Krum @suzzicks





Google now tried to predict what people are going to search for before they search for it.



Google believes that people are searching for answers, not websites.





Mike Ramsay  Small Town Local Search Perspective on SEO



Lessons from Burley Idaho and what that taught Me about Local SEO





Nifty Marketing – Nifty Law



Lesson One – Everyone is Related



A company’s business Name, Address and Phone Number need to be consistent across everything on the Web.



Fix the Big relationships first:



Google Mapmaker,

Inforgroup and AXciom



Reputation is built in a lifetime and broken in an instant.



If you mess up once and it goes public then all of the things that you do in your life could be undone.



2013 Study Dimension Study quote: 95 % of all consumers share bad experiences



Rove Pest Control, of St. Paul Minnesota is an example of getting it right. They respond to every single customer review they receive. No one else in their space has any star reviews showing in Google at all.



You can’t wait for others to firgure out what to do.  “Too many people in our industry sit around and wait for research to be done instead of doing their own research.”



Driving Direction Test



Went through mobile results and clicked on “Directions” and then drove the route.



Link Test



They built 10 links, 4 exact match, 4 branded and 2 naked URLs



***** Important - On Map Maker you can still insert custom words to your Google Maps listing. You can’t do this in Google Places. Mike created a fake listing for a personal injury law firm and immediately after launching the fake listing it moved to the #1 spot for car accident lawyer (along with a picture of him taming a zebra)



Always pay attention to local search traffic. It may be slow, but pay attention.



1.     Track Local Pack Traffic – Use the Google custom URL builder, put local in the Campaign Medium field…it’s doesn’t show up in the listing but does when you rollover the local result.

2.     Call Tracking + Local  If you use an image on your website with a call-tracking number, that’s good. Call Rail does this and does it well. They allow you to use dynamic image insertion.



If you put tracking numbers on any directories Mike’s son Joshua will kick you in the face J



Be a big fish in your pond.



“It’s not about business. It’s about community.” Big fishes in big markets and big fishes in small markets have one thing in common – They serve.





Lexi Mills – PR



Panda Changed: The Way Publishers Thin and Operate about SEO



Focus Your Strategies on Helping Media Overcome Their Challenges



PR’s are really struggling with (not provided)



If you need a journalist to write you an article, Look on Press Gazette to find people who have written in a specific sector recently.



Site:ccisolutions.com microphones



Don’t write a press release, write a “Media Alert.” It’s just the same thing with a different names.



Figures that griw iver time while still hammering the same story over and over again.



Kickstarter….great for starting a brand new websites.



-       Make the Media Job Easier

-       Pick Ideas that Can Grow

-       Be Selective about Partnerships





Mike King - @ipullrank   Digital Body Language



Terms of service for nearly all apps mean they can take anything you do, track it and use it.



Sure, you can opt out, but if you do that you’re going to have a Web experience that’s not modern. The reality is this is here to stay.



Although there is a thin line.



Lead Generation:



Attract – Convert – Close – delight



Lead Scoring – Finding out how qualified they are by how and what they are doing online.



Netflix and Amazon do collaborative filtering.



The data that you can capture in order to do things like this:



Google has the Database of Affinity – Google is using that big data to model people.



Figure out their digital body language so they know what you want before you say that you want it.



Post-engagement measurement is not enough. You want to know who your customers are and what they want before they interact with you. Facebook Connect is the preferred online sign –in  (42%)



Facebook is now putting out an anonymous login



Identification is the first step. Browser fingerprinting is a unique string that can be used to identify users.



Fingerprint + IP on mobile devices created a unique browser fingerprint.



Fingerprint JS, use one line of code and you can now get the fingerprint for your visitor. You can track this in Google Analytics based on custom variables. You want to track events and activity – EverCookie populates itself in every possible browser



Maxmind GEOIP2 Database, 83% citi-level accuracy.



From your IP address you can all personally identifiable information,



Rapleaf will give you demographic data from an email address.



GullContact – Give them email address and get demographic data plus all their socialnetwork data.



FullContact Company API.



How does this effect your privacy policy.



Marketing automation



Real-time personalization



Making meaningful changes to the content base on the user.  There’s a tool called Rocket Bolt that pops out that says “We have an offer for you”



Behavior based personalization based on the products put into the shopping cart, they are then customizing the user experience.



Marketo - $1,000 per month – must be implemented using a developer



Monetate $4,000 er month



Mantego – scoring and segmentation – no published pricing



Mineful - $99/month



Leadlander - $2,000/year



All of this can be built yourself – Since you need a developer anyway, why not just build it yourself?



User engagement scoring simplifies analytics and quantifies specific actions.



You can determine how engaged someone is.



<40  Not engaged



40-80 Medium engagement



80-100 – Fans



Google Prediciton API, you can set up to do predictive modeling.



Free Class on Statistics at Udesk for FREE  Check out R for statistical computing. R is coding for math, course on Code School available for free.



Once you’re good at R you can use Domino up to deploy at scale.



Kaggle – Crowd Sourced data science.



Use Cases-



You need an open source rules engine – You can use Ruler for this – rule-driven progressive profiling.



Rule driven content display



EasyRec –open source recommendation system.



Survio – Prospect nurturing.



LuckOrange – You can watch user’s sessions. You can watch a video of how they went through your site.



Quantum Lead  Sign in with Linked IN, set up organization alerts. Only takes one line of code, but to access the data takes a little more.



Quantum Leader + SaveEmail() If you have Olark or anything with real time chat you can reach out to those people in real time.



Needs 1,000 signups before it will get turned on  http://www.bit.ly/quantum-lead



Right now – Use a NoSQL database. Set it up.



Install Quantum lead. Connect you data to Google Analytics. Install Lucky Orange



Experience Updates, Triggered emails



You will have to do a lot of content strategy to map this out.  Maybe start small with location based personalization.