The document outlines a proposed 5-layer model for corporate digital operations and engagement. The 5 layers are: 1) Core business processes, 2) Web services and APIs, 3) Owned media like websites and apps, 4) Paid media like online ads, and 5) Earned media like social media and word-of-mouth. The model is presented by Hayden Sutherland of Ideal Interface as an updated alternative to McKinsey's existing approach to conceptualizing a company's digital presence.

1. Corporate Layers
Hayden Sutherland
Ideal Interface
11 June 2012

2. Current
McKinsey
Model
https://www.mckinseyquarterly.com/Are_you_making_the_most_of_your_companys_software_layer_2953

3. Updated
Model
1. 2. 3. 4. 5.
Core
Business
Processes

4. Corporate Layers - explanation
1. Core business processes
2. Web services & API’s
3. Owned media
– Website(s), Apps, Kiosks, etc.
4. Paid media
– Online advertising (PPC, etc.)
5. Earned media
– Social, Word-of-mouth, etc.

5. hayden@idealinterface.co.uk
+44 (0)780 134 1955
www.idealinterface.co.uk