I start with the state of the web, and encourage you to think outside the browser. Next, an extremely brief history of how the web developed to this point, and what that means for your brand and advertising. Then we cover how search marketing has changed thanks to social media. Finally, I try to wrap it up with 8 steps or guidelines to digital strategy and online presence.

1. PRESENCE ENVY
How not to get laughed at in the
online locker room.
Dayn Wilberding, Director of Digital Culture : Grady Britton
PRESENTED WITH INSECURITY FOR XHURCH.NET

2. Groundwork

3. Digital Strategy Expert

4. Digital Strategy Expert

5. 100,00
friends0
overnig
ht!
Digital Strategy Expert

6. Brand = Personality

7. Social Graph = Your Friends

9. I WORK FOR AN ADVERTISING AGENCY

10. I WORK FOR AN ADVERTISING AGENCY

11. I WORK FOR AN ADVERTISING AGENCY

12. I WORK FOR AN 0110000100 AGENCY

13. I WORK FOR AN 0110000100 AGENCY

14. The web
is dead.
Long live the Internet.

15. The web
(browser) is
dead-ish.Long live the Internet.

16. web
visitor content
browser

17. visitor content
browser

18. internet
visitor content
browser

19. The Web browser
is dead.

20. The Web browser
is dead.
More users will
connect to the
internet via mobile
devices than PCs
within 5 years.

21. BRAND

23. nugget #1
Think beyond the website, beyond
the browser.

24. How did we
get here?
An extremely brief history of the web.

25. An extremely brief history of the web.
WEB 1.0
Yahoo.com 1998

26. An extremely brief history of the web.
WEB 2.0

27. An extremely brief history of the web.
WEB 2.0
YouTube, Flickr, Craigslist
2005

28. An extremely brief history of the web.
WEB 3.14159 mmm, pie

29. An extremely brief history of the web.
WEB 3.14159 mmm, pie
Facebook, Twitter, Blog

31. HOME COMMUTE WORK COMMUTE ERRANDS LEISURE
7:00 am 12:00 pm 5:00 pm 10:00 pm

32. Tweet Blog post Tweet
Facebook image Sports stats Facebook update
News story Online order
Tweet News story
Foursquare check in Product review Email
Email
YouTube video Tweet
Blog comment News story
Email Poll response
HOME COMMUTE WORK COMMUTE ERRANDS LEISURE
7:00 am 12:00 pm 5:00 pm 10:00 pm

33. Online Branding 2011

34. BRAND
Online Branding 2011

35. Online Branding 2011
BRAND BRAND
BRAND BRAND
BRAND

36. Online Branding 2011
BRAND BRAND
BRAND
BRAND BRAND
BRAND

37. The value is no longer in the size of
the information source, but the
relevance of the source to our
particular lives.

38. The value is no longer in the size of
the information source, but the
relevance of the source to our
particular lives.
BRAND

40. BRAND nugget #2
Your relationships are your brand.
We are the media.

41. We are the media.

42. We are the media.
ADVERTISING IS FOREVER CHANGED.

43. interrupt
TV commercials
Radio spots
Magazine ads
Pop-up banner ads
Direct mail
Door to door
Phone calls
We are the media.
ADVERTISING IS FOREVER CHANGED.

44. interrupt
TV commercials
Radio spots
Magazine ads
Pop-up banner ads
Direct mail
Door to door
Phone calls
We are the media.
ADVERTISING IS FOREVER CHANGED.

45. interrupt be share worthy
TV commercials Blog posts
Radio spots Articles
Magazine ads Videos
Pop-up banner ads Photos
Direct mail Tweets
Door to door Facebook updates
Phone calls Comments
White papers
Tips
Resources
Lists
Reviews
We are the media.
ADVERTISING IS FOREVER CHANGED.

46. How we find our
brain food has
changed.

48. Everything is search.
80% of internet traffic starts here.

49. Everything is search.
80% of internet traffic starts here.

50. Dang!
70% of
all clicks?

52. ads
local
Oh shiz.
social
ads
(reviews, images, videos, etc)

53. So, how do I show up high in Search?
6% 5%
7%
24%
15% Trust/Authority of Host Domain
Link Popularity of Specific Page
Anchor Text of External Links
On-Page Keyword Usage
Traffic and Click Through Data
22%
Social Graph Metrics
20% Registration and Hosting Data
2009 SEOmoz study “Search Engine Ranking Factors” courtesy Amplify-Interactive.com

54. So, how do I show up high in Search?
Trust/Authority of Host Domain
6% 5% Link Popularity of Specific Page
7% Anchor Text of External Links
24%
15%
20%
22% On-site optimization is critical, but
off-site factors like inbound links
are a big part of the ranking
algorithm.
2009 SEOmoz study “Search Engine Ranking Factors” courtesy Amplify-Interactive.com

56. Wait. Off-site factors?

57. Your Website

58. BRAND
Your Website

59. BRAND
Your Website

60. Your Website Your Website on Social

61. Your Website Your Website on Social

62. Your Website Your Website on Social

63. Findability
Your Website Your Website on Social

64. Is social media really that big a deal?

65. Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

66. of all online time is spent
36% on social networks or blogs
Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

67. of all online time is spent
36% on social networks or blogs
1:00 in every 4:30
Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

68. of all online time is spent
36%
for the
on social networks or blogs
66%
1:00 in every 4:30
average MORE TIME
internet THAN A YEAR
user: AGO
Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

69. Don’t social users hate marketing?

70. Don’t social users hate marketing?

71. Don’t social users hate marketing?

72. Don’t social users hate marketing?
Razorfish - FEED 2008, 2009

73. Don’t social users hate marketing?
66% friended or followed a brand
Razorfish - FEED 2008, 2009

74. Don’t social users hate marketing?
66% friended or followed a brand
65% have had their mind changed about a brand
Razorfish - FEED 2008, 2009

75. Don’t social users hate marketing?
66% friended or followed a brand
65% have had their mind changed about a brand
97% say that influenced a purchase decision
Razorfish - FEED 2008, 2009

76. Yea, social is a BFD.

78. nugget #3
Increase the opportunity for a someone to
experience your brand.
nugget #4
Participate in social media and build
quality links to your website.

79. DIGITAL STRATEGY
QUICK START PLAN FOR REALISTS
8 Guidelines for Owning the Internets

80. 1 PRODUCT
Have a kick-ass product.
Please.

81. 2 WEBSITE
Must haves:
• CONCISE description of product or
service
• Testimonials, videos
• Links to your networks
• Clear calls to action
• Landing pages unique to your
marketing campaigns

82. 3 LISTEN
Twitter BlogScope Facebook Search
Social Mention Search
Google Blog Omgili Backtype
Trendrr Search

83. 4 SOCIAL
Enhance & link your existing channels,
don’t replace them
Choose a purpose
Increase Awareness
Stimulate Sales or Leads
Enhance Customer Service
Establish Thought Leadership
Quantcast.com
Forrester Social Technographics Tool

84. 5 MEASUREMENT
START HERE:
likes
mentions
referrals
participation

85. 6 POLICIES
SocialMediaGovernance.org
@kellyrfeller

86. 7 CONTENT
What is most memorable about your
brand right now? What’s share worthy?
Blog.
Turn questions customers are asking of
Share. your competition, your sales or customer
service departments into topics.
Repeat. Center your content around what is poorly
served or missing in the market.

87. 8 RESOURCES
Forget business hours, forget campaign
deadlines.
Plan for success, failure, and the more
likely blindside.

88. Thank you.
delicious.com / daynw
GradyBritton.com For my card, txt: DAYN to 50500
GradyBritton daynw@gradybritton.com dayn