Spacc digital footprint from_azul_7

Managing your Digital Footprint

Content Distribution in the New Media Environment

LISA HELMINIAK PRINCIPAL AND CHIEF STRATEGIST LISA.HELMINIAK@AZUL7.COM 612.767.4335

NEW LANDSCAPE. NEW QUESTIONS.

+

+

vs

Or is it?

What is a “Digital Ecosystem,” Anyway?

Then: .com large center with traditional media pushing back to center: PR, Direct, Sales, Advertising, Events, Promotions

Now: .com weighted the same as other channels, in almost a tag=cloud-like presentation. Use the following as labels for the “clouds,” with many cross-linkages:

• Conversation• Social computing • Microcasting• Syndication • News media • Websites• Apps • E-mail • Search • Advertising• PR• Direct• Sales• Promotions• Other offline media

Where to Begin?

PR CUSTOMER SERVICE MAR COMM PRODUCT

We Are All Media Companies

Marcomm Publisher Brand-focused message Actionable information Positioning Engagement One-way Two-way Passive absorption Active contribution Come to me Go to them

Serve, Don’t Sell

IT IS ABOUT GIVING, NOT GETTING

Goodbye, Funnel

Source: McKinsey & Co., “The Consumer Decision Journey.”

Channel Strategy: Publishing POV

NEW MANAGEMENT

The Right Organization

The Right Organization

PR Customer Service

PRProduct

Customer Service

Product

MarComm

MarComm

PR

Advertising

IT

Product

Product

Customer Service

The Right Organization

PR

Product

PR

NEW MEASUREMENT

New Channels, New Conversion

DISTRIBUTED CONTENT AT WORK

Inventing new markets

• Deluxe

Footprint Assessment

FacebookDeluxe.com Twitter

Small Biz Blog Community Site

Rebranding Through Distributed Content (Ecumen)

Ecumen.com • Show before pic + ecosystem map• Introduce audience info / biz objectives • AMY: WE WILL DESIGN THIS SLIDE

Changing Aging Blog (B2C)

YouTube (B2C)

Ecumen At Home

Ecumen.org (B2C)

Location Sites (B2C)

Site Assessment

Rebranding Through Distributed Content (Ecumen)

Ecumen.com • Show before pic + ecosystem map• Introduce audience info / biz objectives • AMY: WE WILL DESIGN THIS SLIDE

FacebookWebsite

Flickr Photo Stream

Site Assessment

INCREASING SALES THROUGH ENGAGEMENT

Twitter

FIVE CONSIDERATIONSReady to Grow Your Content Footprint?

1. Audience2. Decision process3. Keywords4. Readiness to listen and respond 5. Operational readiness

CLOSING CTA TO COME

Resources (FINAL LIST TO COME)

• “Content Strategy for the Web,” by Kristina Halvorson

• Junta42.com • Google Keyword Tool• Resource/web 2 to come • McKinsey preso on new customer purchasing

cycleMashable: http://www.mashable.com

The Right Tools Listening: • Google Alerts • Radian6 / SM2• Visible Creating and Publishing: • Azul 7 Site and Social Media Manager • Multi-social-platform clients (Hootsuite, Tweetdeck) • Video distributors (TubeMogul) • PitchEngine Managing and Measuring: • CMS • Compete.com / Alexa.com • Omniture • Google Analytics