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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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    Brand Digital Ecosystem Brand Digital Ecosystem Presentation Transcript

    • BRAND
      DIGITAL ECOSYSTEM
    • 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
    • The Old WayReach & Frequency
      Top-down branding / shotgun approach
      Individual campaigns vs. integrated systems
      Difficult to measure
    • The Current WayRank & Traffic
      Targeted / sniper approach
      Data informed campaigns
      SEO: Winning searches
    • 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…
    • Enter: The New York Times
      “Thank you NYT for screwing things up!”- SEO Agencies
      The Dirty Little Secrets of Search
    • 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
    • SEO Today: Keep the Panda Happy
      User-friendly websites
      Consistent and diverse, quality content
      Frequent social “sharing” of pages
    • Google’s World
      Can create and destroy businesses
      Looks to reward deservingbrands
      Means organizational changes- not just marketing
    • 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
    • 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
    • Tony Hsieh, CEO Zappos
      “Your brand is a lagging indicator of your culture”
    • HR is Marketing
      If Culture informs Brand…
      your Brand drives Marketing & Sales…
      HR is Marketing
      and
      then
    • So what does this all mean?
      Brand
      Culture
      PR
      SEO
      HR
      Marketing
      Pandas
      “Maybe we need a systematic approach, not a symptomatic one!”
    • BRAND DIGITAL ECOSYSTEM
    • 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
    • BRAND DIGITAL ECOSYSTEM
      Individual Tactics
      PUBLISH
      • Website
      • Blog Posts
      • Facebook
      • FAQs
      • Email Newsletter
      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
    • 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
    • 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
    • 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
    • Q & A