Spacc digital footprint from_azul_7
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Managing your Digital Footprint Content Distribution in the New Media Environment
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Managing Your Digital Footprint
Transcript of Spacc digital footprint from_azul_7
Managing your Digital Footprint
Content Distribution in the New Media Environment
LISA HELMINIAK PRINCIPAL AND CHIEF STRATEGIST [email protected] 612.767.4335
NEW LANDSCAPE. NEW QUESTIONS.
+
+
vs
Or is it?
What is a “Digital Ecosystem,” Anyway?
Then: .com large center with traditional media pushing back to center: PR, Direct, Sales, Advertising, Events, Promotions
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:
• Conversation• Social computing • Microcasting• Syndication • News media • Websites• Apps • E-mail • Search • Advertising• PR• Direct• Sales• Promotions• Other offline media
Where to Begin?
PR CUSTOMER SERVICE MAR COMM PRODUCT
We Are All Media Companies
Marcomm Publisher Brand-focused message Actionable information Positioning Engagement One-way Two-way Passive absorption Active contribution Come to me Go to them
Serve, Don’t Sell
IT IS ABOUT GIVING, NOT GETTING
Goodbye, Funnel
Source: McKinsey & Co., “The Consumer Decision Journey.”
Channel Strategy: Publishing POV
NEW MANAGEMENT
The Right Organization
The Right Organization
PR Customer Service
PRProduct
Customer Service
Product
MarComm
MarComm
PR
Advertising
IT
Product
Product
Customer Service
The Right Organization
PR
Product
PR
NEW MEASUREMENT
New Channels, New Conversion
DISTRIBUTED CONTENT AT WORK
Inventing new markets
• Deluxe
Footprint Assessment
FacebookDeluxe.com Twitter
Small Biz Blog Community Site
Rebranding Through Distributed Content (Ecumen)
Ecumen.com • Show before pic + ecosystem map• Introduce audience info / biz objectives • AMY: WE WILL DESIGN THIS SLIDE
Changing Aging Blog (B2C)
YouTube (B2C)
Ecumen At Home
Ecumen.org (B2C)
Location Sites (B2C)
Site Assessment
Rebranding Through Distributed Content (Ecumen)
Ecumen.com • Show before pic + ecosystem map• Introduce audience info / biz objectives • AMY: WE WILL DESIGN THIS SLIDE
FacebookWebsite
Flickr Photo Stream
Site Assessment
INCREASING SALES THROUGH ENGAGEMENT
FIVE CONSIDERATIONSReady to Grow Your Content Footprint?
1. Audience2. Decision process3. Keywords4. Readiness to listen and respond 5. Operational readiness
CLOSING CTA TO COME
Resources (FINAL LIST TO COME)
• “Content Strategy for the Web,” by Kristina Halvorson
• Junta42.com • Google Keyword Tool• Resource/web 2 to come • McKinsey preso on new customer purchasing
cycleMashable: http://www.mashable.com
The Right Tools Listening: • Google Alerts • Radian6 / SM2• Visible Creating and Publishing: • Azul 7 Site and Social Media Manager • Multi-social-platform clients (Hootsuite, Tweetdeck) • Video distributors (TubeMogul) • PitchEngine Managing and Measuring: • CMS • Compete.com / Alexa.com • Omniture • Google Analytics
