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Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
Brand Digital Ecosystem
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 SmallBox …

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

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