Social Analytics and SEO Trends For an Emerging Industry Paradigm

1. What’s the
Buzz On
the Digital
Workplace?
Social Analytics
and SEO Trends
Lynn Noel
The Digital Ecologist
@lynnoel
www.lynnoel.com

2. S
SEO Analysis of
Google Trends
2004 to 2015

3. S No Traction until 2013
S Sharp Rise in Mid-Late 2015
S CMSWire, DWG, Gartner
S More traction in UK than US
Search Term: Digital Workplace

4. S Much more traction than DW
S Strong Activity 10 years ago
S Low point was 2011-2013
S Picking up since 2014
S Still not back to pre-2005 levels
Comparison: Digital Business

5. S DM pushes even DB off the scale
S DB was the buzz 10 years ago
S Trends crossed around 2009
S Digital Marketing is taking off
S Digital Workplace doesn’t register
Comparison: Digital Marketing

6. S Digital Media is on a downturn
S It was all the rage 10 years ago
S Trends crossed with Digital
Marketing late in 2014
S Digital Marketing is gaining
S Digital Workplace AND Digital
Business don’t even compare
Comparison: Digital Media

7. S SMAC = The Nexus of Forces
S Mobile leads the pack by a mile
S Social IS digital for lots of people
S Cloud has small, growing traction
S Analytics beats out Big Data
Megatrends: SMAC in the News

8. S Strong correlation between trends for
digital and social as standalone keywords
S Social alone still beats digital, but digital
marketing has passed social marketing
and is growing fast since last year
S Trends crossed in 2011 and 2013
S Looks like digital marketing is the new
buzzword for social marketing
Is Digital Social? Is Social Digital?

9. S Strong correlations between
digital/mobile and
workplace/workforce
S Mobile workforce beats other
combinations
S Mobile workforce could be a good
SEO strategy for digital workplace
S Could workforce be stronger than
workplace because a mobile
workforce is less tied to place?
Is the Digital Workplace Really
Just a Mobile Workforce?

10. S Steady increase across this entire
keyword set in the last ten years
S Looks like the users in the news are
customers rather than employees
S Customers have experiences, but
employees engage…?
S Companies strategize on how to
improve customer experience but
increase employee engagement
Experience or Engagement?
Depends on Who’s the User
Keywords on the rise
1. customer experience
2. user experience
3. Employee engagement
4. Employee experience
5. Customer engagement

11. To Reach a (Mobile) Digital Workplace Audience,
Talk About Digital Business and Employee Engagement
Before Customer (User) Experience
S Customer experience correlates
strongly with user experience
S Customer experience is pulling ahead of
more generic UX
S Employee engagement has a strong
history of growth, though still below UX
S Digital business was declining, now
slowly rising in the middle of the pack
S Mobile Workforce and Digital
workplace are (as yet) still way under
the radar for news headlines

12. SEO and Industry Predictions For a
Digital Workplace Strategy
S SMAC Trends Have a Natural Watershed: Social and analytics for external initiatives,
mobile and cloud for internal initiatives behind the firewall (including extranets and SSO)
S Strongest demand for UX will be in external-facing digital marketing for customer
experience rather than internal digital workplace UX
S Employees as customers will gravitate to external social networks rather than company-
sponsored social intranets, except when they must manage confidential content/data
S Strongest leadership for internal digital workplace initiatives will come from HR teams
charged with employee engagement, and secondarily from Marketing teams with a
charter for digital business
S “The digital workplace” will struggle for traction until it can engage mobile employees