Marketing & Media Relations_FindingWaystoReachDigitalAudiences

Information about Marketing & Media Relations_FindingWaystoReachDigitalAudiences

Published on July 25, 2014

Author: csimkovich

Source: authorstream.com

Content

The Magic of Responsive and Our Digital Presence: The Magic of Responsive and Our Digital Presence Doris Boardman Web Technology Manager What is responsive design?: What is responsive design? Fluid grids, flexible images and media queries Looks great on all devices Predictions of mobile vs. desktop: Predictions of mobile vs. desktop Mobile Internet users will increase from 800 million in 2009 to 1.9 billion in 2015 Desktop Internet users will be about 1.6 billion in 2015 Why is responsive so magical?: Why is responsive so magical? SEO friendly and easy to manage Maintain one website No separate mobile updates Adapts to future devices What does Google say about responsive and why should we care?: What does Google say about responsive and why should we care ? Google = 67 percent search market share Ranking responsive sites higher Responsive has one URL and the same HTML The journey via sleight of hand: The journey via sleight of hand Before: 20+ custom-built mobile web pages During: Refining templates for content/images/CSS After: Live with responsive design The good, the bad and the ugly: The good, the bad and the ugly Pluses Perfect time to standardize templates Entire website available on all devices with same user experience Minuses Finding some pages that don’t render in the same way Perfectionism has to go out the window Google Analytics is our factual Magic Eight Ball: Google Analytics is our factual Magic Eight Ball In the last year: Visits from desktop down 18% Visits from smartphones up 40% Visits from tablets up 42% Visits from mobile and tablets more than 55% of visitors Case Study: Case Study Chihuly Exhibition June 14 – November 30, 2014 Chihuly: Magic of installation: Chihuly: Magic of installation Responsive design: Responsive design Content focused: Content focused Programs, tours, events, kids and families Audio tours app in both English and Spanish Get the word out there: Get the word out there E-Newsletter Facebook , Twitter, blog, Pinterest, YouTube, Instagram Live Facebook chat with Chihuly rep Website banner ads and street banners Traditional print advertising ‘Digging Into the Gardens’ blog: ‘Digging Into the Gardens’ blog 32 current staff bloggers Editing process WordPress to Drupal 50%+ find the blog via Google search for text or images Partnerships: Partnerships Partner with the Denver Convention & Visitors Bureau via a separate website We target Colorado and Visit Denver targets U.S. and worldwide Partner in AdWords : Partner in AdWords Run separate AdWords campaigns Amazing click-through rates Our digital presence can influence visitors as much as our physical location.: Our digital presence can influence visitors as much as our physical location. The future is a magic carpet ride . . . Hop on and enjoy the ride! Responsive in Real Life: Responsive in Real Life Jeff Calderone , Managing Director Nick Switzer, Development Director RESPONSIVE WHY IS EVERYONE TALKING ABOUT IT?: RESPONSIVE WHY IS EVERYONE TALKING ABOUT IT? UNIVERSAL ACCESS: UNIVERSAL ACCESS SEMANTIC, STRUCTURED CONTENT: SEMANTIC, STRUCTURED CONTENT CONTEXTUAL INFORMATION: CONTEXTUAL INFORMATION PowerPoint Presentation: REAL WORLD RESPONSIVE MAKE INFORMED DECISIONS: MAKE INFORMED DECISIONS Use data to decide how the greatest number of users can benefit from the smallest up-front investment. UNDERSTAND THE CONSTRAINTS: UNDERSTAND THE CONSTRAINTS Evaluate what’s possible given any limiting factors you may be forced to deal with: budget, legacy systems, existing content structure, etc. TWO QUICK EXAMPLES: TWO QUICK EXAMPLES ELEVATEDTHIRD.COM: ELEVATEDTHIRD.COM Smaller scope Complete content control Time/budget allowed for a ground-up rebuild PowerPoint Presentation: Large content-rich site Lots of contributors and stakeholders Limited budget and timeline BOTANICGARDENS.ORG PowerPoint Presentation: DENVER BOTANIC GARDENS RESPONSIVE BUILD MOBILE SPECIFIC WASN’T CUTTING IT: MOBILE SPECIFIC WASN’T CUTTING IT 35% of all new visitors to the site are on a mobile device and often accessed content beyond what was contained in the mobile-friendly site. PowerPoint Presentation: Existing infrastructure in Drupal One breakpoint Huge amount of content CONSTRAINTS TO CONSIDER PowerPoint Presentation: Effective responsive design is user-focused. P rovide the best experience you can to the greatest number of users within a realistic budget and timeline. THE GREATER GOOD Pulling Visitors Out of a Hat: Pulling Visitors Out of a Hat Sabina Carr Vice President, Marketing Our Virtual Landscape: Our Virtual Landscape 2002 Basic website Very limited email database Zero social media 2014 Responsive website 98,000 email database Strong social media presence Responsive Web Design: Responsive Web Design Responsive - Tablet: Responsive - Tablet Responsive - Mobile: Responsive - Mobile Design Clean Bold Navigation Simple Intuitive Content Relative Informative Significant Growth: Significant Growth 2002 128,000 attendance 10,288 Member HH’s 2,500/ mo web visits 2014 523,000 attendance 27,228 Member HH’s 82,000/ mo web visits Technology Explosion: Technology Explosion Digital Continuum: Digital Continuum BEFORE Google Social Media Online Ads Website DURING Encourage Photo Sharing QR Codes Scavenger Hunts AFTER Online Survey Social Media Virtual Word of Mouth The Five E’s : The Five E’s Make it EASY Remember it’s about feeding EGO Over-deliver on EXPECTATIONS An excellent EXPERIENCE drives word of mouth Build EXCITEMENT so they share Case Study: Case Study Imaginary Worlds Plants Larger Than Life 2013 Imaginary Worlds A New Kingdom of Plant Giants 2014 The Exhibition: The Exhibition Over 29 gigantic plant sculptures Highlights art of mosaiculture First time in U.S. Global blockbuster Multi-generational audience Digital Marketing Approach: Digital Marketing Approach Online Video Online Advertising Email Campaign Social Media Member Newsletter Shopping Mall Photo Opps BEFORE Online Video: Online Video Online Advertising: Online Advertising Email Campaign: Email Campaign Social Media Platforms: Social Media Platforms Member Newsletter / Video: Member Newsletter / Video Mall Photo Boards: Mall Photo Boards Marketing Approach: Marketing Approach Promotion / Contest QR Codes Audio Tours Social Media Online Deal DURING Promotion Light Up Your Imagination! : Promotion Light Up Your Imagination! On-Site: On-Site Audio Tour: Audio Tour Online Deal: Online Deal Digital Marketing Approach: Digital Marketing Approach Digital Survey Travel Sights Social Media AFTER Digital Survey: Digital Survey Travel Sights: Travel Sights IW Results: IW Results Second highest visitation since Chihuly 2004 90% increase new Member HH’s vs YAG 64% New Visitors Online Highest virtual participation to date Orchid Show Case Study: Orchid Show Case Study Cheri van Deraa , Director of Online Marketing Julie McCaffrey, Media Relations Manager PowerPoint Presentation: Finding Magical Ways to Reach Our Digital Audiences Denver, Colorado Thursday, June 26, 2014 Take the magic with you!: Take the magic with you! Responsive design U ser - focused P rovide the best experience to the greatest number of users within a realistic budget and timeline Remember digital is in hand, all the time, empowering the user Four C’s: Collaborate, create, communicate, chocolate Thank you for attending Finding Magical Ways to Reach Our Digital Audience!: Thank you for attending Finding Magical Ways to Reach Our Digital Audience!

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