B R A N DDIGITAL ECOSYSTEM

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Thesis• We are in the middle of a big shift

• Companies have lost control of their brands

• Culture, Brand, HR, SEO, PR and Marketing are merging

• Companies must shift from leading to being led

• We must help them make this shift because…

• They really have no choice, it’s time to adapt or die

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The Old WayReach & Frequency

• Top-down branding / shotgun approach

• Individual campaigns vs. integrated systems

• Difficult to measure

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The Current WayRank & Traffic

• Targeted / sniper approach

• Data informed campaigns

• SEO: Winning searches

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What is/was SEO?• Search Engine Optimization (SEO) is

the process of improving visibility of a website or a web page in search engines

• Links and keywords = rank & traffic

But not for long…

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Enter: The New York Times“Thank you NYT for screwing things up!”- SEO Agencies

The Dirty Little Secrets of Search

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New School SEO: Google PandaPANDA: A New Ranking Factor

• Designed to spot what Google believes are low-quality pages

• Too many low-quality pages, and your entire site is ”flagged”

• Flagged sites lose rank and traffic

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SEO Today: Keep the Panda Happy

• User-friendly websites

• Consistent and diverse, quality content

• Frequent social “sharing” of pages

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Google’s World• Can create and destroy businesses

• Looks to reward deserving brands

• Means organizational changes- not just marketing

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SEO is Digital PR• Since everything Digital is measurable…

• Google measures and weighs a brand’s digital signals…

• PR is about creating signals

• SEO is Digital PR…with a twist

and

then

and

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The Impact of the Social Web• Social (and Panda changes) are forcing

transparency and accountability

• Companies are losing control of their brand

• Customers and employees now have a voice

• PR and marketing must echo this voice

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Tony Hsieh, CEO Zappos“Your brand is a lagging indicator of your culture”

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HR is Marketing• If Culture informs Brand…

• your Brand drives Marketing & Sales…

• HR is Marketing

and

then

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So what does this all mean?• Brand• Culture• PR• SEO• HR• Marketing• Pandas “Maybe we need a systematic

approach, not a symptomatic one!”

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BRAND DIGITAL ECOSYSTEM

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DEFINE / REFINEThe foundation of a digital ecosystem is strategy.

BRAND DIGITAL ECOSYSTEMPhases

CREATEContent is what fuels a digital ecosystem.

MEASUREManaging the success of a digital ecosystem is critical.

REPEAT AS NECESSARY

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PUBLISH• Website• Blog Posts• Facebook• FAQs• Email Newsletter

BRAND DIGITAL ECOSYSTEMIndividual Tactics

PROMOTE• SEO• PPC Ads (Google,

Bing, FB)• Display Ads• SEO-Targeted

Landing Pages• QR Codes• Email Promotion• Google Ad Words

INTERACT• Commenting (Blogs, Forums, Tweets, etc)• Social Media Networks• Live Chat / IM• User Surveys• Emails

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How do you have a healthy Ecosystem?• Diverse, consistent and interesting content

• Meaningful conversations

• Be transparent & accountable

• Maintain a healthy team culture

• Consistency across all touchpoints

• Utilize web marketing best practices

• Continually measure & refine

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The Big Opportunity• Companies are freaked out - they need our help

• Story telling (i.e. content) is at a premium

• Web marketing is growing up: from tricks to tools

• Ongoing retainer relationships to manage Digital Ecosystems

• Accountability can work to our advantage – clear ROI

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Final Thoughts• We must change too

• We must practice what we preach

• We must educate and train our clients

• We must trust our team to carry our brands out into the world

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Q & A