Tearing Down the Silos by Ric Dragon

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"From SMX East 2013 / SearchMarketingExpo.com - Pulling All Together: Integrating Your Marketing Campaigns - Tearing down the Silos by @ricdragon - #SMX #32C

Slide deck from Ric Dragon of DragonSearch - presentation shares tips to bring all stakeholders in your marketing units together. "

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Tearing Down the Silos by Ric Dragon

  1. 1. TEARING DOWN THE SILOS # Ric Dragon Dragon Search @RicDragon #SMX #32C October 3, 2013 #
  2. 2. In the beginning... • We were search marketers... • We did SEO • We did PPC • and maybe we were using blogs...
  3. 3. Then Social Media Happened
  4. 4. but many of us were going about doing our jobs... • we’d give lip service to “integrated marketing” – but on closer look, it wasn’t always happening...
  5. 5. MEET and discuss how RESEARCH can help each of the areas...
  6. 6. DESIGN research to help each area...
  7. 7. Competitors
  8. 8. Communities
  9. 9. Social Advertising
  10. 10. Organizational Change: Getting the whole team on board Step 1: Establishing a Sense of Urgency Step 2: Creating the Guiding Coalition Step 3: Developing a Change Vision Step 4: Communicating the Vision for Buy-in Step 5: Empowering Broad-based Action Step 6: Generating Short-term Wins Step 7: Never Letting Up Step 8: Incorporating Changes into the Culture Kotter’s 8 Steps
  11. 11. Organizational Change: Getting the whole team on board • Proposals • Reports • The language you use internally • Up-Servicing We are the stories we tell ourselves “ ”
  12. 12. Organizational Change: Getting the whole team on board • Cross-Training of Team • Hackathons • Put unlikely people together • Integration-topic-based kick-offs and post-mortems Don’t Let Up...“ ”
  13. 13. Integrate not just digital – but all marketing • Relationships • Link Building • Partnerships
  14. 14. Ric Dragon, DragonSearch dragon@dragonsearch.net | Twitter: @ricdragon Thank You!
  15. 15. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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