Brand Digital Ecosystem

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

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

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

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Brand Digital Ecosystem

by SmallBox on Oct 18, 2011

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Brand Digital Ecosystem — Presentation Transcript