New Organizing Principles by Augustine Fou

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people find information in different ways; information no longer needs to be siloed by websites.

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New Organizing Principles by Augustine Fou

  1. 1. New OrganizingPrinciples Dr. Augustine Fou Marketing Science Consulting Group, Inc. http://www.linkedin.com/in/augustinefou
  2. 2. Executive Summary • Websites used to be the way information was organized; now there are new forms of information – e.g. restaurant reviews – that don’t need to reside on a webpage or website. • Now, it is less important where the information is housed and more important whether users can find it and determine its usefulness and trustworthiness.June 12, 2012 2
  3. 3. Websites (WebMD.com)People used to go to specific websites for trusted content • Websites organized information around specific topic areas • The reputation of the site conferred trustworthiness to the content found on the site. • Users now start with search and use other bits of context to judge the credibility of the infoJune 12, 2012
  4. 4. SearchPeople go to Google first, rather than type in domain names Users prefer to use Google search to go directly to the deep page for 1) Pepsi financial information, 2) Pepsi nutrition information, 3) sweepstakesJune 12, 2012
  5. 5. TwitterPeople follow certain “influencers” because they curate information • Information gains credibility when tweeted by people they trustJune 12, 2012
  6. 6. #HashtagsInformation is organized based on interest, regardless of venue orperson tweeting itJune 12, 2012
  7. 7. PinterestA curator selects items of interest, regardless of where it came from Site A Site C Site B Site DJune 12, 2012
  8. 8. BitlyUsers share links and others click, indicating value http://digitalstrategyinstitute.com/ • uses bitly click info to rank top digital marketing stories each dayJune 11, 2012 8
  9. 9. Community VotedUsers find and vote up beautiful images of food/drink http://www.tastespotting.com/ • community curates, categorizes , and prioritizes contentJune 11, 2012 9
  10. 10. Shares # of sharesA more valuable story is one that gets shared mostMay 8, 2012. 10
  11. 11. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou LinkedIn: http://www.linkedin.com/in/augustinefouJune 12, 2012 acfou@mktsci.com 11
  12. 12. Related Slideshares Why Search is No Longer Enough By: Augustine Fou, December 1, 2012 Do Different: Experiential Marketing By: Augustine Fou, October 22, 2012. Relevance is Tightly Correlated with Context By: Augustine Fou, June 13, 2012.- 12 - Augustine Fou

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