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Author Archive: Jolina Pettice


Jolina Pettice

6 Ways to Dive In to Analytics & User Experience

12 Comments | Posted by Jolina Pettice on Sep 29th, 2010 in MIMA Summit, Online Marketing, Web Analytics |

This post is one of a series of liveblogs from the 2010 MIMA Summit.

Web Analytics is an excellent way to ensure your marketing efforts are not in vain. However, looking at Analytics without understanding user behavior may leave you treading water instead of creating a wake your competitors will fear.Web Analytics

One way to take your methods of measurement to the next level is to combine Analytics with User Experience (UX) information. What you stand to gain can be great whether you dip a toe or cannon ball into blended analytic waters.

To make sure you don’t sink, first understand that Analytics will tell you what’s happening on the site. User Experience Research then helps you understand why it’s happening by gaining insight into the behaviors and motivation of visitors.

Jolina Pettice

PRSA09: Discussing the PR Revolution

9 Comments | Posted by Jolina Pettice on Nov 10th, 2009 in Online Marketing, Public Relations |

PR RevolutionIf you have ever wanted to be a fly on the wall listening to experts talk about the convergence of PR and Social Media, here’s your chance.  PRSA brought together the following people to lend their thoughts about the PR (R)evolution:

Moderator: Kami Watson from My PR Pro and Panelists: Deirdre Breakenridge from PFS Marketwyse, Ariel Hyatt of Ariel Publicity & CyberPR, Joseph Jaffe from Crayon and Brian Solis from FutureWorks PR. Here is the conversation as it unfolded, marked with Twitter handles.

What’s next in the realm of online and how will it impact PR?

@dbreakenridge – Google Wave is next for launching information and collaborating. As discussed in a panel yesterday 2008/2009 was the year of checking off a list of social media tools. Facebook – check. YouTube- check. Next, we need to evolve, connect the networks, improve the experience and understand real-time metrics. In addition, the consumer experience will be upgraded to reflect real-time pricing, etc.

Jolina Pettice

PRSA09: Top 10 SEO Tips for Public Relations

29 Comments | Posted by Jolina Pettice on Nov 10th, 2009 in Online Marketing, Online PR, PR Conferences, Press Release Optimization, Public Relations, SEO Tips |

Lee Odden Today at the PRSA 09 conference, it was a packed room for TopRank CEO (and author of Online Marketing Blog) Lee Odden who gave a presentation on SEO for Public Relations.

He started by explaining why SEO is/should be important to PR Professionals.

In a 2008 Journalists Use of Search Survey by TopRank, we discovered that 91% of journalists use standard search to fulfill a component of their job whether researching a story or locating a subject matter expert.

With journalists writing for more channels and with less resources making your content visible within search is critical.

Here are Odden’s 10 SEO Tips:

Jolina Pettice

PRSA09: Social Media Measurement – Katie Paine on Establishing ROI

15 Comments | Posted by Jolina Pettice on Nov 9th, 2009 in Online Marketing, Online PR, PR Conferences, Public Relations, Social Media |

The first day of the 2009 PRSA International Conference in San Diego kicked off general sessions today.

One session I’ve really been looking forward to was the one on social media measurement featuring Katie Paine of KDPaine & Partners. She started the audience off with some numbers, that we all might find useful:

  • 48% of respondents to a PRWeek study said that they were moving money from advertising to social media – only 18% said they were taking money from PR
  • 78% of people trust peer recommendations, 14% trust advertising
  • 91% of Inc 500 companies are using social media
  • 38% aren’t monitoring their brand, product or reputation in social media

Next, the audience had to grapple with the idea (read truth) that it’s the end of measurement as we know it. Here are ten supporting facts:

Jolina Pettice

How Social Media & Email Marketing Boost Customer Reach

21 Comments | Posted by Jolina Pettice on Oct 14th, 2009 in MIMA Summit, Online Marketing, Social Media |

For years, rumors have circulated that email marketing is dying and teenagers the world over have proclaimed email as, “something old people do”.  Email & Social Networking

Whether you agree or disagree that email has one foot in the grave, many online marketers are finding effective ways to leverage email as part of a social media marketing mix. Integrating email and social media was the topic of discussion at a session during the MIMA Summit last week with Loren McDonald, VP of Industry Releations, SilverPop and Brian Brown, Director of Modern Marketing, ideapark.

Social sharing options embedded in online content have helped increase distribution and reach for thousands of web sites. One of the most common ways email has been used in a social context is “Forward to a Friend”.  However, the tried and true ‘Forward to a Friend’ link has less than .1% CTR, so many marketers have taken it upon themselves to find a new way to circulate content amongst networks.

Jolina Pettice

5 SEO Pitfalls to Avoid

9 Comments | Posted by Jolina Pettice on Sep 8th, 2009 in Online Marketing, SEO |

Are you engaged in a Search Engine Optimization program and wondering how to get SEO Pitfallsmore out of it?

Look no further, I’m going to share with you 5 Pitfalls to Avoid as part of an SEO program.

Having worked with many, many clients I’ve seen just about everything.

However, there are 5 pitfalls that consistently pop up and limit the return of the program for the client or at the very least create more hurdles than were necessary.

So, here are 5 SEO Pitfalls to Avoid:

1. Designing Sites in a Vacuum
Many a client will search far and wide for the perfect web design vendor without as much as consulting their existing SEO partner. This is a mistake because, while I love web designers, they are not all trained in the world of SEO.

Jolina Pettice

SES SJ: Duplicate Content & Multiple Site Issues

4 Comments | Posted by Jolina Pettice on Aug 13th, 2009 in Online Marketing, Search Engine Strategies, Search Engines, SEO |

duplicate-content

It was standing room only for the SES San Jose session regarding Duplicate Content & Multiple Site Issues.

Shari Thurow of Omni Marketing started the session off by addressing why duplicate content is a concern.

When there are duplicate content issues it lowers the number of pages available to rank. Less pages to rank can equal less rankings which can lead to lower search traffic.

In addition, Shari mentioned something called ‘Crawler Cap’ which is the maximum number of pages a search engine will crawl of a particular website.

So, if your site delivers duplicate content:

  • it lowers index count
  • the best converting pages might not appear in search results
  • web pages from your shared-content partner sites (affiliates, syndicates) may have better search visibility
Jolina Pettice

SES SJ: Beyond Googling: Where will Customers be Searching in 5 years?

10 Comments | Posted by Jolina Pettice on Aug 12th, 2009 in Google, Online Marketing, Search Engine Strategies, SEO |

beyond-googling

Beyond Google. Where will customers be searching in 5 years?

Dixon Jones of Receptional asks the audience: Who doubts life after Google? About half the audience raises their hand.

According to Dixon, there will be life after Google and we are already there. He cites Facebook as an example of a site that is growing links more quickly than Google.

He then goes on to discuss the Trust/Convenience Contract. This contract is illustrated when searchers trust Google to give them data, as opposed to going around knocking on neighbor’s doors to find the answer.

However,  Google isn’t the only choice anymore. Users can and do go to blogs, Facebook, Twitter to retrieve information often removing Google from the equation.

Jolina Pettice

SES SJ: Day 1 in Images

Comments | Posted by Jolina Pettice on Aug 12th, 2009 in Online Marketing, Search Engine Strategies |

Check out photos from Day 1 of SES San Jose 2009.

Google Booth - it just keeps getting bigger....

Google Booth - it just keeps getting bigger....

Greg Jarboe gets a new shirt!

Greg Jarboe gets a new shirt!

Hopping in front of the lens to take a pic with my pal, Meg Walker

Hopping in front of the lens to take a pic with my pal, Meg Walker

Down the Rabbit Hole for Search Bash

Down the Rabbit Hole for Search Bash

Adam Singer & smiley friends at Search Bash

Adam Singer & smiley friends at Search Bash

Who knew SEOs were dancers?

Where's Waldo or maybe the Mad Hatter?

Learn search engine strategies and social media marketing from 2009 SES SJ coverage by TopRank Online Marketing

Jolina Pettice

SES SJ: Turn Web Analytics into a Money Making Machine

Comments | Posted by Jolina Pettice on Aug 11th, 2009 in Online Marketing, Search Engine Strategies, Web Analytics |

web-analytics-money-machine

SES San Jose 2009 is off to a rockin’ start and this afternoon I’m sitting in a session about turning web analytics into money.

Avinash Kaushik, from Google, shared this #1 rule with the audience:
Don’t Stink! If you do, nothing else matters.

To get started, figure out which pages Google has determined are your home pages (i.e. the pages they send traffic to) and fix those pages first. The biggest opportunity lies with these pages and reducing bounce rates.

How to Rock It!
1. Focus on user behavior
How many people purchase 0 days after visit, 1 day after and so on.

Try softening the call to actions on the landing pages, knowing that very few want to buy right now. Rather, most are researching and then will go back to the most helpful website to make a purchase. It’s not all about price!

Jolina Pettice

SES SJ: Creating a Web Analytics Culture

Comments | Posted by Jolina Pettice on Aug 11th, 2009 in Online Marketing, Search Engine Strategies, Web Analytics |

What does Van Halen have to do with Search Marketing?

Let’s find out with John Marshall of Market Motive.

Marshall starts out by illustrating Van Halen’s very unique pre-show requests.

Specifically, Van Halen was very clear that in their dressing room, there should be M & M’s, but no brown M & M’s.

The business lesson of the brown M & M’s is ‘lose early’. They used the brown M & M’s as an indicator of whether or not the contract had been read. If not, then they knew everything needed to double checked including  many steps in the contract meant to protect the band and the equipment used during the show.

As a marketer, you will end up in situations where you cannot move the decision makers. So, if you are going to lose – lose early.

Jolina Pettice

SES SJ: Clay Shirky Keynote

Comments | Posted by Jolina Pettice on Aug 11th, 2009 in Online Marketing, Search Engine Strategies, Social Networking |

Clay Shirky, Author of Here Comes Everybody, kicks off SES San Jose 2009 as today’s keynote speaker.

He dives right in and shares a story about HSBC, which  launched a program to acquire new accounts from college students. In doing so,  some less-than-great details about the program like extra fees started to enraged those who had signed up.

Instead of students being upset, but having no way to congregate, an upset student decided to rally other students via Facebook starting a group called ‘Stop the Great HSBC Graduate Rip-off!!!’.

Before the offline rally could happen, HSBC stepped in and tried to right the wrong specifically because – as Shirky says  – “Their customers had become organized. Facebook has become not only a social network, but a site of organization.”

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