Brand Digital Ecosystem


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Presentation by Jeb Banner for the American Marketing Association in Indianapolis covering the future of Search Engine Optimization (SEO) and digital marketing. Ideas originally posted on the SmallBox blog here:

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Brand Digital Ecosystem

  1. 1. BRAND<br />DIGITAL ECOSYSTEM<br />
  2. 2. Thesis<br />We are in the middle of a big shift<br />Companies have lost control of their brands<br />Culture, Brand, HR, SEO, PR and Marketing are merging<br />Companies must shift fromleading to being led<br />We must help them make this shift because…<br />They really have no choice, it’s time to adapt or die<br />
  3. 3. The Old WayReach & Frequency<br />Top-down branding / shotgun approach<br />Individual campaigns vs. integrated systems<br />Difficult to measure<br />
  4. 4. The Current WayRank & Traffic<br />Targeted / sniper approach<br />Data informed campaigns<br />SEO: Winning searches<br />
  5. 5. What is/was SEO?<br />Search Engine Optimization (SEO) is the process of improving visibility of a website or a web page in search engines<br />Links and keywords = rank & traffic<br />But not for long…<br />
  6. 6. Enter: The New York Times<br />“Thank you NYT for screwing things up!”- SEO Agencies<br />The Dirty Little Secrets of Search<br />
  7. 7. New School SEO: Google Panda<br />PANDA: A New Ranking Factor<br />Designed to spot what Google believes are low-quality pages<br />Too many low-quality pages, and your entire site is ”flagged”<br />Flagged sites lose rank and traffic<br />
  8. 8. SEO Today: Keep the Panda Happy<br />User-friendly websites<br />Consistent and diverse, quality content<br />Frequent social “sharing” of pages<br />
  9. 9. Google’s World<br />Can create and destroy businesses<br />Looks to reward deservingbrands<br />Means organizational changes- not just marketing<br />
  10. 10. SEO is Digital PR<br />Since everything Digital is measurable…<br />Google measures and weighs a brand’s digital signals…<br />PR is about creating signals<br />SEO is Digital PR…with a twist<br />and<br />and<br />then<br />
  11. 11. The Impact of the Social Web<br />Social (and Panda changes) are forcing transparency and accountability<br />Companies are losing control of their brand<br />Customers and employees now have a voice<br />PR and marketing must echo this voice<br />
  12. 12. Tony Hsieh, CEO Zappos<br />“Your brand is a lagging indicator of your culture”<br />
  13. 13. HR is Marketing<br />If Culture informs Brand…<br />your Brand drives Marketing & Sales…<br />HR is Marketing<br />and<br />then<br />
  14. 14. So what does this all mean?<br />Brand<br />Culture<br />PR<br />SEO<br />HR<br />Marketing<br />Pandas<br />“Maybe we need a systematic approach, not a symptomatic one!”<br />
  16. 16. BRAND DIGITAL ECOSYSTEM<br />Phases<br />DEFINE / REFINE<br />The foundation of a digital ecosystem is strategy. <br />CREATE<br />Content is what fuels a digital ecosystem. <br />MEASURE<br />Managing the success of a digital ecosystem is critical. <br />REPEAT AS NECESSARY<br />
  17. 17. BRAND DIGITAL ECOSYSTEM<br />Individual Tactics<br />PUBLISH<br /><ul><li>Website
  18. 18. Blog Posts
  19. 19. Facebook
  20. 20. FAQs
  21. 21. Email Newsletter</li></ul>PROMOTE<br /><ul><li>SEO
  22. 22. PPC Ads (Google, Bing, FB)
  23. 23. Display Ads
  24. 24. SEO-Targeted Landing Pages
  25. 25. QR Codes
  26. 26. Email Promotion
  27. 27. Google Ad Words</li></ul>INTERACT<br /><ul><li>Commenting </li></ul>(Blogs, Forums, Tweets, etc)<br /><ul><li>Social Media Networks
  28. 28. Live Chat / IM
  29. 29. User Surveys
  30. 30. Emails</li></li></ul><li>How do you have a healthy Ecosystem?<br />Diverse, consistent and interesting content<br />Meaningful conversations<br />Be transparent & accountable<br />Maintain a healthy team culture<br />Consistency acrossall touchpoints<br />Utilize web marketing best practices<br />Continually measure & refine<br />
  31. 31. The Big Opportunity<br />Companies are freaked out - they need our help<br />Story telling (i.e. content) is at a premium<br />Web marketing is growing up: from tricks to tools<br />Ongoing retainer relationships to manage Digital Ecosystems<br />Accountability can work to our advantage – clear ROI<br />
  32. 32. Final Thoughts<br />We must change too<br />We must practice what we preach<br />We must educate and train our clients<br />We must trust our team to carry our brands out into the world<br />
  33. 33. Q & A <br />