Spacc digital footprint from_azul_7
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This document discusses managing your digital footprint and content distribution in the new media landscape. It notes that the digital ecosystem is now weighted across many online channels like social media, websites, apps, and search rather than being centralized. It recommends that companies serve customers through two-way engagement across these channels rather than one-way selling. It also advises moving away from a sales funnel model to focus on giving value to audiences. The document provides tips for rebranding through distributed content on multiple online touchpoints and considerations for growing a company's content footprint like understanding audiences and operational readiness.
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Spacc digital footprint from_azul_7
- 1. Managing your Digital Footprint Content Distribution in the New Media Environment
- 2. LISA HELMINIAK PRINCIPAL AND CHIEF STRATEGIST LISA.HELMINIAK@AZUL7.COM 612.767.4335
- 3. New Landscape. New Questions.
- 4. +
- 5. +
- 6. vs
- 7. Or is it?
- 12. 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
- 15. Where to Begin?
- 16. PR CUSTOMER SERVICE MAR COMM PRODUCT
- 17. We Are All Media Companies MarcommPublisher Brand-focused message Actionable information Positioning Engagement One-way Two-way Passive absorption Active contribution Come to me Go to them
- 18. Serve, Don’t Sell IT IS ABOUT GIVING, NOT GETTING
- 20. Goodbye, Funnel Source: McKinsey & Co., “The Consumer Decision Journey.”
- 21. Channel Strategy: Publishing POV
- 22. New Management
- 24. The Right Organization PR Product Customer Service MarComm MarComm Product Customer Service Customer Service Product IT PR Product Advertising PR
- 25. The Right Organization Product PR PR
- 26. New Measurement
- 27. New Channels, New Conversion
- 28. Distributed content at work
- 29. Inventing new markets Deluxe Community Site Small Biz Blog Twitter Facebook Deluxe.com Footprint Assessment
- 30. 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) Location Sites (B2C) Ecumen At Home Ecumen.org (B2C) YouTube (B2C) Site Assessment
- 31. Rebranding Through Distributed Content (Ecumen) Ecumen.com Show before pic + ecosystem map Introduce audience info / biz objectives AMY: WE WILL DESIGN THIS SLIDE INCREASING SALES THROUGH ENGAGEMENT Flickr Photo Stream Twitter Facebook Website Site Assessment
- 33. Five considerations Ready to Grow Your Content Footprint?
- 34. Audience Decision process Keywords Readiness to listen and respond Operational readiness
- 35. Closing CTA to come
- 36. 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 cycle Mashable: http://www.mashable.com
- 37. 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
Notas del editor
- Thank you to - and everyone at the IABC for inviting us to give this presentation on Managing Your Digital Footprint for the first webinar of the tech series fall season. We appreciate your help in getting this set up as well as your advise finding a topic of interest to the IABC community.
- a branding and digital agency in Minneapolis that helps clients meaningful and profitable interactions with their customers. I’m just one member of a great team of strategists, content experts and designers that collaborate to help our clients thrive. A special thanks to Emily McAuliffe, one of our colleagues who helped put together today’s presentation.
- Today’s agenda and objectives: No common prescriptionsNOT COVERING define a strategy or audience integrate your online and offline channelsUse Twitter or FacebookWe will be exploring a modelWill Coverdigital touch points and distribution channels have completely changed how we think about content Effects inside your company and out, affects your interactions with your customers, prospects, and other audiences.
- Google InstantTwitter – interface to allow Video + imagesYouTube LiveFacebook is NOT Building a phone
- The old model was much more contained. You had your own media – your website at the center, your direct marketing, your events, etc. – and you delivered things to other media for them to share with your customers and prospects.
- This is the is you within the larger eco-system of the internet
- This is the universe as your users see it.- Website may be the LEAST dynamic content channel you manageit’s now comprised of media that other people own and producepaths are much less defined than they once were. Go where your customer already are
- : it can feel overwhelming – which leads to inertia. But establishing a distributed-content strategy is important: It’s essential customers expectation creating visibility. BrandAnd the best part: it’s all measurable. The first step: understanding the new landscape,
- PadroLaboyNot specific channels any longer. It’s not about PR, Customer Service, Mar Comm, Corporate Communication. We are organized around functional areas, and each has its traditional channels. The new model is more about engagement. And the attributes of digital media environments. Four primary environments
- Making sense of this means a major shift in how you consider your role as a communicator and marketer. The evolution we all need to make is to shift from thinking and planning like a marcomm organization to thinking and planning like apublishing organization.Your Communications need to thought of as part of your product and services offering because to your customers they are one and the sameWhat does that mean? Before: You established and CONTROLLED the message. You pushed it out. Now: You participate in the message. You no longer CONTROL it. Before: You talked about your brand. Now: You deliver actionable information: content that helps your audiences learn something or solve a problem. Before: You worked hard to reel everyone back to your home base: your brand’s .com. Now: You go where they are. Your .com is a backstop – a point of validation – in a much larger, broader, wider conversation taking place with and without you. We are going to meet them on their terms. Publsihers are in the business of creating useful information that people WANT to absorb. This is your opportunity. And we now have an incredible array of media through which to publish that content.
- Your communications and customer touchpoints are becoming in your customers’ minds and extension of your product or serviceThis is the fundamental shift in terms of in terms of channel and touchpoint strategy in today’s publishing model: Today, your strategy is to SERVE. Content is the best way to do it. It’s Distributed Content’s Big Moment.
- McKinsey and Co. did a study of 20,000 consumers last year in which they discovered the decision process today is quite different from the “sales funnel” we all grew up with. Sept 09The goal: Loyalty prior to purchase
- funnel has morphed into a continuous loop. traditional content – create your message, jam it into the “awareness” end of the funnel, and keep refining it and refining it through the process to the decision point, no longer works. Instead, today’s content strategy means creating complementary content,
- So let’s line up the channels we looked at earlier with the four hallmarks of content environments today. Your mission is to create and contribute to customer-focused content in each channel – regardless of whether or not you “own” that channel. Set your content free! Communications EtiquetteD’amico (example)
- Workflow: still siloed; need to be better connectedBrief: (will distribute a comp. )Cross function teams - diagram
- Workflow: still siloed; need to be better connectedBrief: (will distribute a comp. )Cross function teams - diagram
- Workflow: still siloed; need to be better connectedBrief: (will distribute a comp. )Cross function teams - diagram
- New way to look at environment means that we need to measure things differently. The stuff available to measure has changed.Examples: Next slide
- Conversion: Too many people focus conversion exclusively on buying behavior such as signups or purchases. to active leads or purchase. In today’s communications-as-publishing POV, you have the opportunity to redefine conversion. It can – and should – be much more than a purchase. Instead, think of conversion as any step you want people to take within your digital-media footprint. It might be: First a download that leads to a request for information a search for a coupon/deal and then a purchase. Each of you will need to craft your strategy and then watch behavior to refine the paths through your loop rather than a simple funnel.You can see the advantages to this approach: It gives you a measurable KPI, key performance indicator, in every channel.
- Audience: The fundamentals still apply! Who is your audience? Where do they spend their time – both physically and online? What key problems/issues do they face every day? What kinds of devices do they use to find information that can help them solve those problems? What is their decision process? Keywords: Do you have a centralized company list of preferred keywords? If yes, are you using them across all of your current content points? (Yes, including Tweets?) If not, start building one now. Consistent language in your customers’ voice is important to establishing a constant, visible presence across the fractured media landscape. Listen and respond: Distributed content, as we talked about earlier, means you no longer have control of your messages in every channel, at every time. But you DO have the ability to respond, to engage in dialogue. Are you ready to listen, to hold back, to jump in transparently when the time is right? Operational readiness: So many communications teams are still very siloed. Do you have existing processes, tools, and team alignments that will ensure every team is able to take advantage of the content you’re creating and distributing, and that you’re not putting out conflicting messages?
- Need to pull together list.
- LOGO SLIDEIt can feel completely daunting. It’s hard enough to keep press releases flowing and web content updated, right? There are tools out there that can make managing content distribution achievable – not overwhelming.