Brand Digital Ecosystem
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Brand Digital Ecosystem

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Presentation by Jeb Banner for the American Marketing Association in Indianapolis covering the future of Search Engine Optimization (SEO) and digital marketing. Ideas originally posted on the......

Presentation by Jeb Banner for the American Marketing Association in Indianapolis covering the future of Search Engine Optimization (SEO) and digital marketing. Ideas originally posted on the SmallBox blog here: http://blog.smallboxweb.com/2011/09/12/the-future-of-seo/

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Transcript

  • 1. BRAND
    DIGITAL ECOSYSTEM
  • 2. 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 fromleading to being led
    We must help them make this shift because…
    They really have no choice, it’s time to adapt or die
  • 3. The Old WayReach & Frequency
    Top-down branding / shotgun approach
    Individual campaigns vs. integrated systems
    Difficult to measure
  • 4. The Current WayRank & Traffic
    Targeted / sniper approach
    Data informed campaigns
    SEO: Winning searches
  • 5. 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…
  • 6. Enter: The New York Times
    “Thank you NYT for screwing things up!”- SEO Agencies
    The Dirty Little Secrets of Search
  • 7. New School SEO: Google Panda
    PANDA: 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
  • 8. SEO Today: Keep the Panda Happy
    User-friendly websites
    Consistent and diverse, quality content
    Frequent social “sharing” of pages
  • 9. Google’s World
    Can create and destroy businesses
    Looks to reward deservingbrands
    Means organizational changes- not just marketing
  • 10. 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
    and
    then
  • 11. 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
  • 12. Tony Hsieh, CEO Zappos
    “Your brand is a lagging indicator of your culture”
  • 13. HR is Marketing
    If Culture informs Brand…
    your Brand drives Marketing & Sales…
    HR is Marketing
    and
    then
  • 14. So what does this all mean?
    Brand
    Culture
    PR
    SEO
    HR
    Marketing
    Pandas
    “Maybe we need a systematic approach, not a symptomatic one!”
  • 15. BRAND DIGITAL ECOSYSTEM
  • 16. BRAND DIGITAL ECOSYSTEM
    Phases
    DEFINE / REFINE
    The foundation of a digital ecosystem is strategy.
    CREATE
    Content is what fuels a digital ecosystem.
    MEASURE
    Managing the success of a digital ecosystem is critical.
    REPEAT AS NECESSARY
  • 17. BRAND DIGITAL ECOSYSTEM
    Individual Tactics
    PUBLISH
    PROMOTE
    INTERACT
    • Commenting
    (Blogs, Forums, Tweets, etc)
  • How do you have a healthy Ecosystem?
    Diverse, consistent and interesting content
    Meaningful conversations
    Be transparent & accountable
    Maintain a healthy team culture
    Consistency acrossall touchpoints
    Utilize web marketing best practices
    Continually measure & refine
  • 31. 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
  • 32. 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
  • 33. Q & A