maximize your digital presence

• 1. Who am I? Senior Manager, Performance Marketing 8 years of hands-on experience.

2. 60% of mobile phones are smartphones (Canada). 3. Attention Span in 2000: 12 seconds Attention span in 2012: 8 seconds Attention span of a goldfish: 9 seconds % of people who forget their own birthday from time to time: 7%Source: Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: Not Quite the Average: An Empirical Study of Web Use. 4. People have more choice & expect brands to provide:The Information they want, When they want it, How they want to consume it. 5. NOW WE MUST BESTRATEGIC WHAT CONTEXT? Appear at the right timeWHAT CONTENT? Offer relevant experience 6. Purposeful Design Understand your visitors goals. Help them make a decision. Consider how visitors will arrive and interact with your site. (mobile, desktop, etc.) Simplicity: use less to accomplish more. Persuasive Website Design 7. Before:Benefits onlyClutterCall to Action somewhere down here 8. After: Less DistractionClear PathRelevant info (answered questions) Help Make DecisionResult: 4 times the signup rate! 125 -> 500/month 9. Keys to Successful SEO Good website architecture Engaging Content Promote content Always be adding new content. Claim Google + local page Setup Google Authorship Build citations (directories) Links from other related websitesKeys to Successful SEM Smart keyword research Send to a relevant webpage. Write compelling messages. Utilize display & remarketing opportunities. Tracking tools (Adwords conversion pixel, Google analytics) Test, test, test 10. SOCIAL MEDIA Build a community of opportunities83,2% of Canadians are FACEBOOK users14 million Canadians visit FACEBOOK every single daycomScore Inc, July 2013, Facebook statistics 11. Social Media Tips Start with one or two platforms. Engage users first, so you wont have to ask them to be fans. Be consistent. Be responsive, users need to know you are listening. Remember, you are investing in relationships. Do something worth talking about. 12. Responsive Design Means one design, adjusts visuals & content to fit the screen accessing the website. Dont have to worry about specific device, just the dimensions. Scaling, click vs. touch. Google prefers Responsive design 13. Responsive Design DesktopMobile 14. MEASURING RESULTSUltimately, it has to add up. 15. Measuring Return on Investment Almost all online behavior is measurable. Take advantage: Google analytics (& goal setup). Google Adwords tracking (Paid ads) Call tracking Yellowpages Analytics (for current digital customers). Bing / Google webmaster tools Salesforce.com Find a measurable KPI if your business is different. 16. Thank you! Jordan.Bones@ypg.com @j_bonesy Jordan Bones