people find information in different ways; information no longer needs to be siloed by websites.

1. New Organizing
Principles
Dr. Augustine Fou
Marketing Science Consulting Group, Inc.
http://www.linkedin.com/in/augustinefou

2. Executive Summary
• Websites used to be the way information was
organized; now there are new forms of information –
e.g. restaurant reviews – that don’t need to reside on
a webpage or website.
• Now, it is less important where the information is
housed and more important whether users can find it
and determine its usefulness and trustworthiness.
June 12, 2012 2

3. Websites (WebMD.com)
People used to go to specific websites for trusted content
• Websites organized
information around
specific topic areas
• The reputation of the site
conferred trustworthiness
to the content found on
the site.
• Users now start with
search and use other bits
of context to judge the
credibility of the info
June 12, 2012

4. Search
People go to Google first, rather than type in domain names
Users prefer to use Google search to go directly to the deep page for 1)
Pepsi financial information, 2) Pepsi nutrition information, 3) sweepstakes
June 12, 2012

5. Twitter
People follow certain “influencers” because they curate information
• Information gains
credibility when
tweeted by people
they trust
June 12, 2012

6. #Hashtags
Information is organized based on interest, regardless of venue or
person tweeting it
June 12, 2012

7. Pinterest
A curator selects items of interest, regardless of where it came from
Site A Site C
Site B Site D
June 12, 2012

8. Bitly
Users share links and others click, indicating value
http://digitalstrategyinstitute.com/
• uses bitly click info
to rank top digital
marketing stories
each day
June 11, 2012 8

9. Community Voted
Users find and vote up beautiful images of food/drink
http://www.tastespotting.com/
• community
curates, categorizes
, and prioritizes
content
June 11, 2012 9

10. Shares # of shares
A more valuable story is one that gets shared most
May 8, 2012. 10

11. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized
thought leader in digital strategy, search and
social media marketing and former Group Chief
Digital Officer of Omnicom's Healthcare
Consultancy Group. Dr. Fou has over 16 years of
management consulting and digital strategy
consulting experience, advising CMOs, marketing
executives, and global brands.
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
LinkedIn: http://www.linkedin.com/in/augustinefou
June 12, 2012
acfou@mktsci.com 11

12. Related Slideshares
Why Search is No Longer Enough
By: Augustine Fou, December 1, 2012
Do Different: Experiential Marketing
By: Augustine Fou, October 22, 2012.
Relevance is Tightly Correlated with Context
By: Augustine Fou, June 13, 2012.
- 12 - Augustine Fou