PRESENCE ENVYHow not to get laughed at in theonline locker room.   Dayn Wilberding, Director of Digital Culture : Grady Br...
Groundwork
Digital Strategy Expert
Digital Strategy Expert
100,00                            friends0                          overnig                                  ht!Digital St...
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...
Tweet         Blog post                              Tweet                             Facebook image             Sports s...
Online Branding 2011
BRANDOnline Branding 2011
Online Branding 2011        BRAND                  BRAND         BRAND                   BRAND                       BRAND
Online Branding 2011        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   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 ...
interruptTV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls              We are the ...
interrupt               be share worthyTV commercials          Blog postsRadio spots             ArticlesMagazine ads     ...
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              ...
So, how do I show up high in Search?                               6% 5%                         7%                       ...
So, how do I show up high in Search?                                                                                     T...
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 Ac...
of all online time is spent   36%                        on social networks or blogs                                      ...
of all online time is spent   36%   for the                              on social networks or blogs                      ...
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 - F...
Don’t social users hate marketing?  66%   friended or followed a brand  65%   have had their mind changed about a brand   ...
Don’t social users hate marketing?  66%   friended or followed a brand  65%   have had their mind changed about a brand   ...
Yea, social is a BFD.
nugget #3Increase the opportunity for a someone toexperience your brand.nugget #4Participate in social media and buildqual...
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 c...
3 LISTEN                   Twitter     BlogScope   Facebook SearchSocial Mention     Search                 Google Blog   ...
4 SOCIALEnhance & link your existing channels,don’t replace themChoose a purpose  Increase Awareness  Stimulate Sales or L...
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 qu...
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  ...
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.
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.
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.
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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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.

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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  • The 'findability' slide really brings it home. Nice work.
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Presence Envy - How not to get laughed at in the online locker room.

  1. 1. 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
  2. 2. Groundwork
  3. 3. Digital Strategy Expert
  4. 4. Digital Strategy Expert
  5. 5. 100,00 friends0 overnig ht!Digital Strategy Expert
  6. 6. Brand = Personality
  7. 7. Social Graph = Your Friends
  8. 8. I WORK FOR AN ADVERTISING AGENCY
  9. 9. I WORK FOR AN ADVERTISING AGENCY
  10. 10. I WORK FOR AN ADVERTISING AGENCY
  11. 11. I WORK FOR AN 0110000100 AGENCY
  12. 12. I WORK FOR AN 0110000100 AGENCY
  13. 13. The webis dead. Long live the Internet.
  14. 14. The web(browser) isdead-ish.Long live the Internet.
  15. 15. webvisitor content browser
  16. 16. visitor content browser
  17. 17. internetvisitor content browser
  18. 18. The Web browseris dead.
  19. 19. The Web browseris dead.More users willconnect to theinternet via mobiledevices than PCswithin 5 years.
  20. 20. BRAND
  21. 21. nugget #1Think beyond the website, beyondthe browser.
  22. 22. How did weget here? An extremely brief history of the web.
  23. 23. An extremely brief history of the web.WEB 1.0Yahoo.com 1998
  24. 24. An extremely brief history of the web.WEB 2.0
  25. 25. An extremely brief history of the web. WEB 2.0YouTube, Flickr, Craigslist 2005
  26. 26. An extremely brief history of the web.WEB 3.14159 mmm, pie
  27. 27. An extremely brief history of the web. WEB 3.14159 mmm, pieFacebook, Twitter, Blog
  28. 28. HOME COMMUTE WORK COMMUTE ERRANDS LEISURE7:00 am 12:00 pm 5:00 pm 10:00 pm
  29. 29. 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
  30. 30. Online Branding 2011
  31. 31. BRANDOnline Branding 2011
  32. 32. Online Branding 2011 BRAND BRAND BRAND BRAND BRAND
  33. 33. Online Branding 2011 BRAND BRAND BRAND BRAND BRAND BRAND
  34. 34. The value is no longer in the size ofthe information source, but therelevance of the source to ourparticular lives.
  35. 35. The value is no longer in the size ofthe information source, but therelevance of the source to ourparticular lives. BRAND
  36. 36. BRAND nugget #2 Your relationships are your brand. We are the media.
  37. 37. We are the media.
  38. 38. We are the media.ADVERTISING IS FOREVER CHANGED.
  39. 39. interruptTV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls We are the media. ADVERTISING IS FOREVER CHANGED.
  40. 40. interruptTV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls We are the media. ADVERTISING IS FOREVER CHANGED.
  41. 41. 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.
  42. 42. How we find ourbrain food haschanged.
  43. 43. Everything is search.80% of internet traffic starts here.
  44. 44. Everything is search.80% of internet traffic starts here.
  45. 45. Dang!70% ofall clicks?
  46. 46. ads local Oh shiz. social ads(reviews, images, videos, etc)
  47. 47. 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
  48. 48. 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
  49. 49. Wait. Off-site factors?
  50. 50. Your Website
  51. 51. BRANDYour Website
  52. 52. BRANDYour Website
  53. 53. Your Website Your Website on Social
  54. 54. Your Website Your Website on Social
  55. 55. Your Website Your Website on Social
  56. 56. FindabilityYour Website Your Website on Social
  57. 57. Is social media really that big a deal?
  58. 58. Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. Don’t social users hate marketing?
  63. 63. Don’t social users hate marketing?
  64. 64. Don’t social users hate marketing?
  65. 65. Don’t social users hate marketing? Razorfish - FEED 2008, 2009
  66. 66. Don’t social users hate marketing? 66% friended or followed a brand Razorfish - FEED 2008, 2009
  67. 67. 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
  68. 68. 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
  69. 69. Yea, social is a BFD.
  70. 70. nugget #3Increase the opportunity for a someone toexperience your brand.nugget #4Participate in social media and buildquality links to your website.
  71. 71. DIGITAL STRATEGYQUICK START PLAN FOR REALISTS8 Guidelines for Owning the Internets
  72. 72. 1 PRODUCTHave a kick-ass product.Please.
  73. 73. 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
  74. 74. 3 LISTEN Twitter BlogScope Facebook SearchSocial Mention Search Google Blog Omgili Backtype Trendrr Search
  75. 75. 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
  76. 76. 5 MEASUREMENT START HERE: likes mentions referrals participation
  77. 77. 6 POLICIES SocialMediaGovernance.org@kellyrfeller
  78. 78. 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.
  79. 79. 8 RESOURCESForget business hours, forget campaigndeadlines.Plan for success, failure, and the morelikely blindside.
  80. 80. Thank you. delicious.com / daynwGradyBritton.com For my card, txt: DAYN to 50500 GradyBritton daynw@gradybritton.com dayn
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