spacc digital footprint from_azul_7
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Managing Your Digital FootprintTRANSCRIPT
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Managing your Digital Footprint
Content Distribution in the New Media Environment
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LISA HELMINIAK PRINCIPAL AND CHIEF STRATEGIST [email protected] 612.767.4335
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NEW LANDSCAPE. NEW QUESTIONS.
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vs
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Or is it?
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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
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Where to Begin?
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PR CUSTOMER SERVICE MAR COMM PRODUCT
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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
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Serve, Don’t Sell
IT IS ABOUT GIVING, NOT GETTING
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Goodbye, Funnel
Source: McKinsey & Co., “The Consumer Decision Journey.”
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Channel Strategy: Publishing POV
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NEW MANAGEMENT
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The Right Organization
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The Right Organization
PR Customer Service
PRProduct
Customer Service
Product
MarComm
MarComm
PR
Advertising
IT
Product
Product
Customer Service
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The Right Organization
PR
Product
PR
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NEW MEASUREMENT
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New Channels, New Conversion
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DISTRIBUTED CONTENT AT WORK
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Inventing new markets
• Deluxe
Footprint Assessment
FacebookDeluxe.com Twitter
Small Biz Blog Community Site
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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
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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
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FIVE CONSIDERATIONSReady to Grow Your Content Footprint?
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1. Audience2. Decision process3. Keywords4. Readiness to listen and respond 5. Operational readiness
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CLOSING CTA TO COME
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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
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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
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