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Presence Envy - How not to get laughed at in the online locker room.
 

Presence Envy - How not to get laughed at in the online locker room.

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I start with the state of the web, and encourage you to think outside the browser....

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.

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    Presence Envy - How not to get laughed at in the online locker room. Presence Envy - How not to get laughed at in the online locker room. Presentation Transcript

    • PRESENCE ENVYHow not to get laughed at in theonline locker room. Dayn Wilberding, Director of Digital Culture : Grady Britton PRESENTED WITH INSECURITY FOR XHURCH.NET
    • Groundwork
    • Digital Strategy Expert
    • Digital Strategy Expert
    • 100,00 friends0 overnig ht!Digital Strategy Expert
    • Brand = Personality
    • Social Graph = Your Friends
    • I WORK FOR AN ADVERTISING AGENCY
    • I WORK FOR AN ADVERTISING AGENCY
    • I WORK FOR AN ADVERTISING AGENCY
    • I WORK FOR AN 0110000100 AGENCY
    • I WORK FOR AN 0110000100 AGENCY
    • The webis dead. Long live the Internet.
    • The web(browser) isdead-ish.Long live the Internet.
    • webvisitor content browser
    • visitor content browser
    • internetvisitor content browser
    • The Web browseris dead.
    • The Web browseris dead.More users willconnect to theinternet via mobiledevices than PCswithin 5 years.
    • BRAND
    • nugget #1Think beyond the website, beyondthe browser.
    • How did weget here? An extremely brief history of the web.
    • An extremely brief history of the web.WEB 1.0Yahoo.com 1998
    • An extremely brief history of the web.WEB 2.0
    • An extremely brief history of the web. WEB 2.0YouTube, Flickr, Craigslist 2005
    • An extremely brief history of the web.WEB 3.14159 mmm, pie
    • An extremely brief history of the web. WEB 3.14159 mmm, pieFacebook, Twitter, Blog
    • HOME COMMUTE WORK COMMUTE ERRANDS LEISURE7:00 am 12:00 pm 5:00 pm 10:00 pm
    • Tweet Blog post Tweet Facebook image Sports stats Facebook update News story Online order Tweet News story Foursquare check in Product review EmailEmail YouTube video Tweet Blog comment News story Email Poll responseHOME COMMUTE WORK COMMUTE ERRANDS LEISURE7:00 am 12:00 pm 5:00 pm 10:00 pm
    • Online Branding 2011
    • BRANDOnline Branding 2011
    • Online Branding 2011 BRAND BRAND BRAND BRAND BRAND
    • Online Branding 2011 BRAND BRAND BRAND BRAND BRAND BRAND
    • The value is no longer in the size ofthe information source, but therelevance of the source to ourparticular lives.
    • The value is no longer in the size ofthe information source, but therelevance of the source to ourparticular lives. BRAND
    • BRAND nugget #2 Your relationships are your brand. We are the media.
    • We are the media.
    • We are the media.ADVERTISING IS FOREVER CHANGED.
    • interruptTV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls We are the media. ADVERTISING IS FOREVER CHANGED.
    • interruptTV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls We are the media. ADVERTISING IS FOREVER CHANGED.
    • interrupt be share worthyTV commercials Blog postsRadio spots ArticlesMagazine ads VideosPop-up banner ads PhotosDirect mail TweetsDoor to door Facebook updatesPhone calls Comments White papers Tips Resources Lists Reviews We are the media. ADVERTISING IS FOREVER CHANGED.
    • How we find ourbrain food haschanged.
    • Everything is search.80% of internet traffic starts here.
    • Everything is search.80% of internet traffic starts here.
    • Dang!70% ofall clicks?
    • ads local Oh shiz. social ads(reviews, images, videos, etc)
    • 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 Data2009 SEOmoz study “Search Engine Ranking Factors” courtesy Amplify-Interactive.com
    • 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
    • Wait. Off-site factors?
    • Your Website
    • BRANDYour Website
    • BRANDYour Website
    • Your Website Your Website on Social
    • Your Website Your Website on Social
    • Your Website Your Website on Social
    • FindabilityYour Website Your Website on Social
    • Is social media really that big a deal?
    • Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010
    • of all online time is spent 36% on social networks or blogsNeilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010
    • of all online time is spent 36% on social networks or blogs 1:00 in every 4:30Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010
    • 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: AGONeilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010
    • Don’t social users hate marketing?
    • Don’t social users hate marketing?
    • Don’t social users hate marketing?
    • Don’t social users hate marketing? Razorfish - FEED 2008, 2009
    • Don’t social users hate marketing? 66% friended or followed a brand Razorfish - FEED 2008, 2009
    • 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
    • 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
    • Yea, social is a BFD.
    • nugget #3Increase the opportunity for a someone toexperience your brand.nugget #4Participate in social media and buildquality links to your website.
    • DIGITAL STRATEGYQUICK START PLAN FOR REALISTS8 Guidelines for Owning the Internets
    • 1 PRODUCTHave a kick-ass product.Please.
    • 2 WEBSITEMust haves: • CONCISE description of product or service • Testimonials, videos • Links to your networks • Clear calls to action • Landing pages unique to your marketing campaigns
    • 3 LISTEN Twitter BlogScope Facebook SearchSocial Mention Search Google Blog Omgili Backtype Trendrr Search
    • 4 SOCIALEnhance & link your existing channels,don’t replace themChoose a purpose Increase Awareness Stimulate Sales or Leads Enhance Customer Service Establish Thought LeadershipQuantcast.comForrester Social Technographics Tool
    • 5 MEASUREMENT START HERE: likes mentions referrals participation
    • 6 POLICIES SocialMediaGovernance.org@kellyrfeller
    • 7 CONTENT What is most memorable about your brand right now? What’s share worthy? Blog. Turn questions customers are asking ofShare. your competition, your sales or customer service departments into topics.Repeat. Center your content around what is poorly served or missing in the market.
    • 8 RESOURCESForget business hours, forget campaigndeadlines.Plan for success, failure, and the morelikely blindside.
    • Thank you. delicious.com / daynwGradyBritton.com For my card, txt: DAYN to 50500 GradyBritton daynw@gradybritton.com dayn