Managing your Digital Footprint<br />Content Distribution in the New Media Environment<br />
LISA HELMINIAK <br />PRINCIPAL AND CHIEF STRATEGIST <br />LISA.HELMINIAK@AZUL7.COM<br />612.767.4335<br />
New Landscape. New Questions.<br />
+<br />
+<br />
vs<br />
Or is it?<br />
What is a “Digital Ecosystem,” Anyway? <br />Then: .com large center with traditional media pushing back to center: PR, Di...
Where to Begin?<br />
PR<br />CUSTOMER SERVICE<br />MAR COMM<br />PRODUCT<br />
We Are All Media Companies<br />MarcommPublisher <br />Brand-focused message 	Actionable information <br />Positioning				...
Serve, Don’t Sell <br />IT IS ABOUT GIVING, NOT GETTING<br />
Goodbye, Funnel <br />Source: McKinsey & Co., “The Consumer Decision Journey.” <br />
Channel Strategy: Publishing POV<br />
New Management <br />
The Right Organization<br />
The Right Organization<br />PR<br />Product<br />Customer Service<br />MarComm<br />MarComm<br />Product<br />Customer Ser...
The Right Organization<br />Product<br />PR<br />PR<br />
New Measurement<br />
New Channels, New Conversion<br />
Distributed content at work<br />
Inventing new markets<br />Deluxe<br />Community Site<br />Small Biz Blog<br />Twitter<br />Facebook<br />Deluxe.com<br />...
Rebranding Through Distributed Content (Ecumen)<br />Ecumen.com<br />Show before pic + ecosystem map<br />Introduce audien...
Rebranding Through Distributed Content (Ecumen)<br />Ecumen.com<br />Show before pic + ecosystem map<br />Introduce audien...
Five considerations<br />Ready to Grow Your Content Footprint? <br />
Audience<br />Decision process<br />Keywords<br />Readiness to listen and respond <br />Operational readiness <br />
Closing CTA to come <br />
Resources (FINAL LIST TO COME)<br />“Content Strategy for the Web,” by Kristina Halvorson<br />Junta42.com <br />Google Ke...
The Right Tools <br />Listening: <br />Google Alerts <br />Radian6 / SM2<br />Visible <br />Creating and Publishing: <br /...
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Managing Your Digital Footprint

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Spacc digital footprint from_azul_7

  1. 1. Managing your Digital Footprint<br />Content Distribution in the New Media Environment<br />
  2. 2. LISA HELMINIAK <br />PRINCIPAL AND CHIEF STRATEGIST <br />LISA.HELMINIAK@AZUL7.COM<br />612.767.4335<br />
  3. 3. New Landscape. New Questions.<br />
  4. 4. +<br />
  5. 5. +<br />
  6. 6. vs<br />
  7. 7. Or is it?<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12. 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 />
  13. 13.
  14. 14.
  15. 15. Where to Begin?<br />
  16. 16. PR<br />CUSTOMER SERVICE<br />MAR COMM<br />PRODUCT<br />
  17. 17. 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 />
  18. 18. Serve, Don’t Sell <br />IT IS ABOUT GIVING, NOT GETTING<br />
  19. 19.
  20. 20. Goodbye, Funnel <br />Source: McKinsey & Co., “The Consumer Decision Journey.” <br />
  21. 21. Channel Strategy: Publishing POV<br />
  22. 22. New Management <br />
  23. 23. The Right Organization<br />
  24. 24. The Right Organization<br />PR<br />Product<br />Customer Service<br />MarComm<br />MarComm<br />Product<br />Customer Service<br />Customer Service<br />Product<br />IT<br />PR<br />Product<br />Advertising<br />PR<br />
  25. 25. The Right Organization<br />Product<br />PR<br />PR<br />
  26. 26. New Measurement<br />
  27. 27. New Channels, New Conversion<br />
  28. 28. Distributed content at work<br />
  29. 29. Inventing new markets<br />Deluxe<br />Community Site<br />Small Biz Blog<br />Twitter<br />Facebook<br />Deluxe.com<br />Footprint Assessment<br />
  30. 30. Rebranding Through Distributed Content (Ecumen)<br />Ecumen.com<br />Show before pic + ecosystem map<br />Introduce audience info / biz objectives <br />AMY: WE WILL DESIGN THIS SLIDE <br />Changing Aging Blog (B2C)<br />Location Sites (B2C)<br />Ecumen At Home <br />Ecumen.org (B2C)<br />YouTube (B2C)<br />Site Assessment<br />
  31. 31. Rebranding Through Distributed Content (Ecumen)<br />Ecumen.com<br />Show before pic + ecosystem map<br />Introduce audience info / biz objectives <br />AMY: WE WILL DESIGN THIS SLIDE <br />INCREASING SALES THROUGH ENGAGEMENT<br />Flickr Photo Stream<br />Twitter<br />Facebook<br />Website<br />Site Assessment<br />
  32. 32.
  33. 33. Five considerations<br />Ready to Grow Your Content Footprint? <br />
  34. 34. Audience<br />Decision process<br />Keywords<br />Readiness to listen and respond <br />Operational readiness <br />
  35. 35. Closing CTA to come <br />
  36. 36. Resources (FINAL LIST TO COME)<br />“Content Strategy for the Web,” by Kristina Halvorson<br />Junta42.com <br />Google Keyword Tool<br />Resource/web 2 to come <br />McKinsey preso on new customer purchasing cycle<br />Mashable: http://www.mashable.com<br />
  37. 37. 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 />Compete.com / Alexa.com<br />Omniture<br />Google Analytics<br />

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