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Iabc dist content_sept. 2010


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Iabc dist content_sept. 2010

  1. 1. Managing your Digital Footprint<br />Content Distribution in the New Media Environment<br />
  3. 3. New Landscape. New Questions.<br />
  4. 4. Facebook is NOT Building a phone<br />Shifts Continue<br />Or is it?<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8. What is a “Digital Ecosystem,” Anyway? <br />Then: .com large center with traditional media pushing back to center: PR, Direct, Sales, Advertising, Events, Promotions<br />Now: .com weighted the same as other channels, in almost a tag=cloud-like presentation. Use the following as labels for the “clouds,” with many cross-linkages: <br />Conversation<br />Social computing <br />Microcasting<br />Syndication <br />News media <br />Websites<br />Apps <br />E-mail <br />Search <br />Advertising<br />PR<br />Direct<br />Sales<br />Promotions<br />Other offline media<br />
  9. 9.
  10. 10.
  11. 11. Where to Begin?<br />
  12. 12.
  13. 13. We Are All Media Companies<br />MarcommPublisher <br />Brand-focused message Actionable information <br />Positioning Engagement <br />One-way Two-way <br />Passive absorption Active contribution <br />Come to me Go to them <br />
  14. 14. Serve, Don’t Sell <br />
  15. 15. Channel Strategy: Publishing POV<br />
  16. 16.
  17. 17. Goodbye, Funnel <br />Source: McKinsey & Co., “The Consumer Decision Journey.” <br />
  18. 18. New Measurement<br />
  19. 19. New Channels, New Conversion<br />
  20. 20. New Management <br />
  21. 21. The Right Organization<br />
  22. 22. Distributed content at work<br />
  23. 23. Inventing new markets<br />Deluxe<br /><br />Small Biz Blog<br />Community Site<br />Facebook<br />Twitter<br />Site Assessment<br />
  24. 24. Rebranding Through Distributed Content (Ecumen)<br /><br />Show before pic + ecosystem map<br />Introduce audience info / biz objectives <br />AMY: WE WILL DESIGN THIS SLIDE <br /> (B2C)<br />Changing Aging Blog (B2C)<br />Location Sites (B2C)<br />Ecumen At Home <br />YouTube (B2C)<br />Site Assessment<br />
  25. 25. Five considerations<br />Ready to Grow Your Content Footprint? <br />
  26. 26. Resources (FINAL LIST TO COME)<br />“Content Strategy for the Web,” by Kristina Halvorson<br /> <br />Google Keyword Tool<br />Resource/web 2 to come <br />McKinsey preso on new customer purchasing cycle<br />
  27. 27. Closing CTA to come <br />
  28. 28. Assessing Your Content<br />AMY: CONTENT TO COME FOR THIS SLIDE<br />
  29. 29. Audience<br />Decision process<br />Keywords<br />Readiness to listen and respond <br />Operational readiness <br />
  30. 30. The Right Tools <br />Listening: <br />Google Alerts <br />Radian6 / SM2<br />Visible <br />Creating and Publishing: <br />Azul 7 Site and Social Media Manager <br />Multi-social-platform clients (Hootsuite, Tweetdeck) <br />Video distributors (TubeMogul) <br />PitchEngine<br />Managing and Measuring: <br />CMS <br /> /<br />Omniture<br />Google Analytics<br />