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Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida
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Transforming Enterprise Organizations into Brand Publishing Machines, by Rob Garner, Search Insider Summit, Captiva Island, Florida

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Presented by Rob Garner at Search Insider Summit, May 2011, Captiva Island, Florida. Showcases an example of how a top marketing executive from a major Fortune 500 company transformed his …

Presented by Rob Garner at Search Insider Summit, May 2011, Captiva Island, Florida. Showcases an example of how a top marketing executive from a major Fortune 500 company transformed his organization into a real time marketing machine.

Published in: Technology, Business, Education
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Transcript

  • 1. TRANSFORMING ORGANIZATIONS INTO PUBLISHING MACHINES
  • 2. How are organizations transforming to become effective digital custom publishers?
  • 3. www.sempo.org www.dfwsem.org
  • 4. Let’s hear what they say and do.
  • 5. Can’t say who said it, but it might be marketing execs from one or more of these brands…
  • 6. “ You sense it is the right moment for a change, and this is one of those times."
  • 7. “ Digital publishing was an easy choice. TV ads are expensive. The budget was small enough that we didn't even think much about it."
  • 8. “ Consumers want you to weigh in on topics that are broadly relevant to your expertise."
  • 9. “ If you do not respond instantaneously, you are no longer part of that conversation."
  • 10. “ You can’t just be a publisher, you have to be a participator."
  • 11. “ A big question - who should publish? Business unit, legal, marketing, customer service? The answer is to create an ecosystem for everyone."
  • 12. “ Put in place a process to publish relevant, timely, and connected content."
  • 13. “ Our first blog post took 3 weeks. We struggled over the first post. We thought we were writing War and Peace. The crazy thing it was the least read post ever.
  • 14. The first 50 posts don’t matter because no one is viewing yet.
  • 15. Use this period to find your voice , and don’t sweat as much over it.”
  • 16. “ Let go – gradually, but not entirely."
  • 17. “ Embrace both the negative and the positive."
  • 18. “ Community management is critical."
  • 19. “ Tell the risk managers to chill out. Nicely."
  • 20. “ Don’t micromanage it… … let it be."
  • 21. THANK YOU Rob Garner VP, Strategy iCrossing.com [email_address] @robgarner 214.676.2089

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