Webinars are an important (and usually free) way to stay abreast of industry trends and gather advice from the mouths of digital influencers. We know it’s tough to sit in on every webinar you register for, so let’s make a deal. We’ll attend our favorites and summarize their key points for you, so we can learn from industry rockstars together.
We joined best-selling author Guy Kawasaki and social media, marketing, and blogging strategist Peg Fitzpatrick on their webinar The Art of Social Media – Power Tips for Power Users, hosted by Marketo. The duo co-authored a book by the same title (right).
This webinar was full of practical tips to grow a focused and compelling presence on social media. Honestly, it was one of the best webinars we’ve sat in – we were taking notes at a furious pace to share in this recap. Key themes and main tips are summarized for you below.
How to build a social media foundation
Optimize your photo
People on social networks are making split-second decisions, so adding a genuine photo of yourself on all of your channels is key. In Guy Kawasaki’s words, “If social was online dating, it’s not e-harmony, where you’re looking at a thousand data points to find your soulmate. It’s Tinder, where you’re looking at a picture deciding to swipe left or right.”
An appealing profile photo clearly shows your face and personality. A close-up with a positive or funny expression is better than a group shot where you’re not discernible.
Similarly, optimize your cover photo
A default cover photo is a tell-tale sign that you’re a social amateur. Your cover photo should tell a story about who you are and what’s important to you. Think of your cover photo as a visual elevator pitch – what split-second impression do you want to leave with your audience?
Optimize your bio
Continue reading Webinar recap – Guy Kawasaki talks the art of social media
With the fresh start of a new year, it’s time to brush up on the basics. Since Google Analytics is constantly making changes, regularly familiarizing yourself with both the fundamentals and newest updates is highly recommended! To reflect these adjustments, we’ve updated our Google Analytics glossary for 2015. Refer to the informational graphics below and to the right for reference.
Google Analytics Glossary 2015
Acquisition (A) -
A top level report containing data on how visitors are arriving to your website. Within Acquisition, you can select different views. “Channels,” one of our favorite views, shows a high level breakdown of traffic sources to your website, their behavior, and conversion rates.
How to use it: Notice a big spike or dip in your revenue or visitors? The first place you should look is the Acquisition reports. Click on the channels view to determine which of your efforts are causing the spike or dip.
Assisted Conversion (B) -
Summarizes how different channels (traffic sources) contribute to a conversion. Google categorizes them three ways:
- Last interaction – channel immediately precedes the conversion (this is how Google attributes conversion in every other report)
- Assisted interaction – channel is on the conversion path, but not the last interaction
- First interaction – first channel on the conversion path
How to use it: Convinced a channel is just not working for you? Stop by the assisted conversion report before writing it off completely. You may find that while the channel in question does not lead to the last interaction, it’s assisting a lot of interactions.
Average Session Duration (C) -
Measures how long customers spend on your site. Average session duration is the total duration of all website sessions divided by the number of sessions.
How to use it: The average session duration shows the overall engagement level of your visitors on your site. Longer visits may indicate a more captivating site for your visitors.
Continue reading Analytics tip – 2015 Google Analytics glossary
Wall art and home décor manufacturer Paragon has launched a newly redesigned website at www.paragonpg.com.
Whereoware designed and built the site, which “marries a simple interface with a stylish modern design employing brand new, interactive features.”
Intuitive navigation and robust search and sorting options allow users to find items by style, subject, product type or designer. Large product imagery, quick-view and zoom options magnify product details to appeal to retailers and designers. The site also includes look books, design tips and a store locator that allows visitors to find retailer locations and print directions using Google Maps.
See the press release on Home Accents Today for all the features + updates.
To kick off the New Year, we’ve hidden six geeky winter characters on our website and social sites. Find them all and you may win $250 for the charity of your choice! (You’ll also receive a Whereoware t-shirt. It’s cool + super soft. We promise.)
Simply fill out the form below with the correct answers, and you’ll be entered to win. Get your entries in by January 31. The winner will be selected randomly and notified via email on February 4.
Did you find all of our winter geeks?
Each month, we’ll be interviewing one of our fab employees here at Whereoware. For January, we get to know Islam Hamed, our Software Developer, a little better.
What’s your name? Islam Hamed
Job title: Software Developer
Favorite food: Fried chicken with honey mustard sauce and fries.
Hidden Talent: I can be a commentator at soccer matches.
If there were a movie of my life, I’d be played by: Robert de Niro, he is in my circle of trust!
One item you would bring with you to a desert island and why: Barbecue kit. I don’t want to die hungry!
My earliest memory: I fell off my bed and a small incision in my chin was sutured.
In a zombie apocalypse, my weapon of choice would be: A sword; it never runs out of ammo!
Facebook or Twitter: Xbox
iOS or Android: iOS
‘Nerd’ or ‘Geek’: Geek
Star Wars or Star Trek? Never watched either!
What’s the best part about working at Whereoware?
Definitely the people and the whole atmosphere of opportunity to be involved in different areas of expertise – and the fact that it’s 10 minutes away from home
See Woodstock Chimes’
multi-channel marketing campaign
and national PR effort.
Woodstock Chimes, designer and distributor of windchimes, musical instruments, and toys, undertook a multi-channel marketing campaign and a national PR effort to raise awareness for autism.
From videos to a social media blitz to national news outreach, Woodstock Chimes did not quit until Chimes for Autism was picked up by popular media sites Huffington Post and Upworthy.
Find out how Woodstock Chimes marketed their Chimes for Autism campaign in an entirely new, dynamic way.
Today’s businesses are lucky to have easy access to a ton of customer data. By collecting and analyzing our customers’ data (location, demographics, mobile device, and online behavior, to name a few), we build a pretty clear picture of our audience. We understand what they want to hear about, when they want to hear it, and what device they prefer to use.
Unfortunately, the nature of data collection is you sometimes make incorrect assumptions or contact information changes and becomes out-of-date.
For example, you might capture that a contact bought a ski jacket and shipped it to Vermont – this contact’s a cold weather person, right? In reality, maybe the ski jacket was for a friend and the customer really lives in a cozy beach town 200 miles away.
You’ll eventually catch on, as the contact buys swim suits and sandals and updates their correct address, but incorrect assumptions are missed opportunities to deliver targeted content and products. One of the easiest ways to fix incorrect data is to simply ask customers directly for accurate information.
Continue reading Email tip – want clean data? Ask your customers.
This month’s behind the glasses is especially exciting! Please help us welcome our new Vice President of Sales Allan!
What’s your name? Allan Barmak
Job title: VP of Sales
Favorite food: Burger + fries
Hidden Talent: I play guitar + piano
If there were a movie of my life, I’d be played by: I’ve been told I look like either Adam Sandler or Ben Affleck. Nothing against Happy Gilmore, but I’m going with Ben.
One item you would bring with you to a desert island and why: an iPad, so I could at least binge-watch everything on Netflix.
In a zombie apocalypse, my weapon of choice would be: Montblanc Black Meisterstuck Platinum Line LeGrand Rollerball Pen… at that price, I believe the pen will be mightier than the sword.
Facebook or Twitter: Facebook
iOS or Android: iOS
‘Nerd’ or ‘Geek’: Geek
Star Wars or Star Trek? JJ Abrams Star Trek
What’s the best part about working at Whereoware?
Is it sucking up to say “my co-workers”? Who cares… that’s what I’m going with!
Use Google analytics to discover what worked and what didn’t in 2014 and then apply those lessons to 2015.
How to look at last year’s data
Starting with the big picture, examine your previous year as a whole. Note the overall trends and weigh them against relevant circumstances. Next, identify outstanding data – the numbers that are at either extreme end of your average range. These numbers mark an impactful occurrence in your marketing. In the image below, the positive and negative milestones throughout the year are apparent, making it easy to isolate and focus on specific events.
Next, we use detective skills to place our highs and lows in context. For numbers that are unusually low, think back to specific factors that caused or influenced the negative trend. In what way were you unprepared for the outcome?
Look at the traffic sources around the date in question. Go to your marketing plan to identify events that may have been influential. Once identified, you can learn from the event, predict its reoccurrence, and build a creative solution into your marketing strategy to avoid a similarly negative event in the future.
Maybe you notice a big drop in email traffic. You look back to activities around the event and realize you’d suspended the email campaigns to update them. Next year, you can copy the emails in advance to update them without suspending them, so you don’t interrupt your traffic flow and the transition is seamless.
Perhaps you see a normal seasonal drop that occurs annually. By predicting the seasonal drop, you can brainstorm activities to keep the momentum going – reach out to blogs, develop a new asset, email a creative promotion, or invest in pay-per-click ads. Be proactive and take measures to minimize your losses.
Continue reading Google analytics tip – Use analytics to kick off your 2015 strategy!
We made the A-list! Whereoware wins best Social Media/Digital/Web Agency on the 2014 Ace Awards A-list, presented by Ragan Communications and PR Daily. Congratulations to all of the winners!
The A-list represents agencies, individuals, and teams in PR and marketing who, day in and day out, are THE best.
In their words, “Whereoware took digital marketing automation to a new level by personalizing websites and apps to each unique audience group. Working with both consumer-facing sites as well as internal management apps, the agency achieved some impressive results (for example, a 42 percent increase in conversion rates within the particular campaign’s first month). What’s really impressive, however, is that these automated campaigns enabled clients to better connect with audience members and employees for positive, lasting results.”
Read more about the 2014 Ace Awards here.