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B R A N DDIGITAL ECOSYSTEM
B RA N DD I G I T A L E C O S Y S T E M
Thesis• We are in the middle of a big shift
• Companies have lost control of their brands
• Culture, Brand, HR, SEO, PR and Marketing are merging
• Companies must shift from leading to being led
• We must help them make this shift because…
• They really have no choice, it’s time to adapt or die
B RA N DD I G I T A L E C O S Y S T E M
The Old WayReach & Frequency
• Top-down branding / shotgun approach
• Individual campaigns vs. integrated systems
• Difficult to measure
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The Current WayRank & Traffic
• Targeted / sniper approach
• Data informed campaigns
• SEO: Winning searches
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What is/was SEO?• Search Engine Optimization (SEO) is
the process of improving visibility of a website or a web page in search engines
• Links and keywords = rank & traffic
But not for long…
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Enter: The New York Times“Thank you NYT for screwing things up!”- SEO Agencies
The Dirty Little Secrets of Search
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New School SEO: Google PandaPANDA: A New Ranking Factor
• Designed to spot what Google believes are low-quality pages
• Too many low-quality pages, and your entire site is ”flagged”
• Flagged sites lose rank and traffic
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SEO Today: Keep the Panda Happy
• User-friendly websites
• Consistent and diverse, quality content
• Frequent social “sharing” of pages
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Google’s World• Can create and destroy businesses
• Looks to reward deserving brands
• Means organizational changes- not just marketing
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SEO is Digital PR• Since everything Digital is measurable…
• Google measures and weighs a brand’s digital signals…
• PR is about creating signals
• SEO is Digital PR…with a twist
and
then
and
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The Impact of the Social Web• Social (and Panda changes) are forcing
transparency and accountability
• Companies are losing control of their brand
• Customers and employees now have a voice
• PR and marketing must echo this voice
B RA N DD I G I T A L E C O S Y S T E M
Tony Hsieh, CEO Zappos“Your brand is a lagging indicator of your culture”
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HR is Marketing• If Culture informs Brand…
• your Brand drives Marketing & Sales…
• HR is Marketing
and
then
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So what does this all mean?• Brand• Culture• PR• SEO• HR• Marketing• Pandas “Maybe we need a systematic
approach, not a symptomatic one!”
B RA N DD I G I T A L E C O S Y S T E M
BRAND DIGITAL ECOSYSTEM
B RA N DD I G I T A L E C O S Y S T E M
DEFINE / REFINEThe foundation of a digital ecosystem is strategy.
BRAND DIGITAL ECOSYSTEMPhases
CREATEContent is what fuels a digital ecosystem.
MEASUREManaging the success of a digital ecosystem is critical.
REPEAT AS NECESSARY
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PUBLISH• Website• Blog Posts• Facebook• FAQs• Email Newsletter
BRAND DIGITAL ECOSYSTEMIndividual Tactics
PROMOTE• SEO• PPC Ads (Google,
Bing, FB)• Display Ads• SEO-Targeted
Landing Pages• QR Codes• Email Promotion• Google Ad Words
INTERACT• Commenting (Blogs, Forums, Tweets, etc)• Social Media Networks• Live Chat / IM• User Surveys• Emails
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How do you have a healthy Ecosystem?• Diverse, consistent and interesting content
• Meaningful conversations
• Be transparent & accountable
• Maintain a healthy team culture
• Consistency across all touchpoints
• Utilize web marketing best practices
• Continually measure & refine
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The Big Opportunity• Companies are freaked out - they need our help
• Story telling (i.e. content) is at a premium
• Web marketing is growing up: from tricks to tools
• Ongoing retainer relationships to manage Digital Ecosystems
• Accountability can work to our advantage – clear ROI
B RA N DD I G I T A L E C O S Y S T E M
Final Thoughts• We must change too
• We must practice what we preach
• We must educate and train our clients
• We must trust our team to carry our brands out into the world
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Q & A