A presentation delivered at the Jerusalem Web Marketing Convention on 27.5.14 covering the pros and cons of various online presence strategies and the effect of Facebook recent changes on small business marketing on Facebook.

1. Effective Online Presence For Small
Businesses In a Multi-Platform World
© Camilyo 2014 - Confidential
Ziv Koren, CMO
www.camilyo.com

2. How can you double your revenues and
gain hundreds of new customers with no
effort in 10 easy steps?

3. I have absolutely no idea!

4. Creating an effective online presence for
small businesses on the new web

5. Small businesses must go online to survive!

6. While lacking the budget,
SMBs’ needs are similar to those of a
bigger company

7. Every Small Businesses needs to:
Priority
Timeline
Be
create engaging online
and social presence
Promote
bring visitors to its
online presence
Convert
turn visitors into
leads
Sell
turn leads into 1st
time customers
Retain
turn 1st time customers
to returning customers

8. Which was difficult enough in the old web
and much more so in the new

9. The New Web

10. This used to be the web

11. This is the web today

12. This used to be the web
YourWebsite

13. This is the web today

14. Users move between platforms to
accomplish a goal:
• Each platform serves a different intent
• Desktop browsing is research oriented
• Mobile browsing is action oriented
• Social browsing is for discovery and
recommendations

15. An effective cross platform presence is:
• Interaction optimized
• Platform optimized
• Intent optimized

16. Cross Platform Strategies

17. Your visitors don’t give a f**k about
the technology your site was built with

18. They do give a f**k when:
• they can’t get done what they need to get done
• interactions are awkward and broken
• your site takes forever to load

19. This will get your users pissed…

20. Mobile web or mobile app?

21. APP
$$$$
Download barrier
At least 2 versions (IOS + Android)
Can’t be searched
Very rich UX
Faster
WEB
$-$$$
Bookmark barrier
One version
Search friendly
Rich UX
Fast enough

22. When do you need a mobile site?
• Always
• So people can find you on the go
• So people can reach you on the go
• So people can do the one action they need from you
when on the go

23. When do you need a mobile app?
• Are you offering a service your customers are using at
least once a week?
• Can this service be used or purchased on-line?
• Does it require a really rich interface?
• No? don’t bother.

24. Responsive web or dedicated mobile site?

25. What is responsive web?

26. Responsive Web Design

27. Responsive site
• A single site that adapts its layout to fit the browsing
device display features
• Uses CSS and Java script on the client side
Pros
Content synchronization
Easier to maintain
Also a solution forTablet
Consistent look and feel
Fully utilizes HTML5 features
Cons
Load speed
Not optimized for intent
Design limitations
Need to replace existing site
Not supporting older browsers (IE8)

28. Dedicated mobile site
• A separate site optimized for mobile browsers and
mobile intent
• Use device detection to redirect users (java script on the
desktop site)
Pros
Load speed
Optimized for intent
Independent design
No need to replace existing site
Supports older browsers (IE8)
Cons
Content synchronization
Harder to maintain
No solution forTablet
Small businesses don’t always have
access to their site code
Only supports browsers with full
HTML5

30. Adaptive site
• A single site adapts its layout and functionality to fit the
browsing device display and the user intent
• Uses server side adaptation to deliver the optimized
version to the client device
Cons
Very few commercial products
Not supporting older browsers (IE8)
Need to replace existing site
Pros
Content synchronization
Easier to maintain
Also a solution forTablet
Consistent look and feel
Optimized for intent
No design limitation

31. One upon a time in Zuckland

32. Likes ruled

33. Likes equaled exposure
• Likes = subscribers
• Applications = user activity
• More likes + content = user activity -> exposure
• More exposure = more likes
• Etc.

34. Happy days are over

35. What changed?
• Likes only matter if = potential leads or
customers
• Content drives retention not exposures
• Apps that generate exposure are less effective
• There no exposure without advertising

36. A new strategy is needed

37. Conversion focused strategy
• Focus your ad budget to bring leads and conversions
• Use apps that drive conversions (coupons, contact forms,
appointment booking) and promote them with ads
• Use Facebook retargeting
• Use custom audience targeting (not 100% kosher but
who cares)

38. What can be done for free?
• Prioritize content which brings user value (promotions)
over content that brings exposure (funny pictures)
• Interact with your leads outside of Facebook
• Cross post on other social networks
• Use the feed as a service and support channel

39. Time for questions!
ziv@mobeeart.com