presence envy - how not to get laughed at in the online locker room

PRESENCE ENVY

Dayn Wilberding, Director of Digital Culture : Grady Britton

PRESENTED WITH INSECURITY FOR XHURCH.NET

How not to get laughed at in the online locker room.

Groundwork

Digital Strategy Expert

Digital Strategy Expert

Digital Strategy Expert

100,000 friendsovernight!

Brand = Personality

Social Graph = Your Friends

I WORK FOR AN ADVERTISING AGENCY

I WORK FOR AN ADVERTISING AGENCY

I WORK FOR AN ADVERTISING AGENCY

I WORK FOR AN 0110000100 AGENCY

I WORK FOR AN 0110000100 AGENCY

The webis dead.

Long live the Internet.

The web (browser) is dead-ish.Long live the Internet.

visitor content

browser

web

visitor content

browser

visitor content

browser

internet

The Web browseris dead.

More users will

connect to the

internet via mobile

devices than PCs

within 5 years.

The Web browseris dead.

BRAND

Think beyond the website, beyond the browser.

nugget #1

How did we get here?

An extremely brief history of the web.

WEB 1.0

Yahoo.com 1998

An extremely brief history of the web.

WEB 2.0

An extremely brief history of the web.

WEB 2.0

YouTube, Flickr, Craigslist 2005

An extremely brief history of the web.

WEB 3.14159 mmm, pie

An extremely brief history of the web.

WEB 3.14159 mmm, pie

Facebook, Twitter, Blog

An extremely brief history of the web.

HOME COMMUTE WORK COMMUTE LEISUREERRANDS

7:00 am 12:00 pm 5:00 pm 10:00 pm

HOME COMMUTE WORK COMMUTE LEISUREERRANDS

Tweet Blog post

Foursquare check in

Facebook image

Product review

Blog comment

Online orderTweet

Tweet

TweetYouTube video

Poll response

News story

News story

News storyFacebook updateSports stats

Email

Email

Email

7:00 am 12:00 pm 5:00 pm 10:00 pm

Online Branding 2011

BRANDOnline Branding 2011

BRAND

BRAND

BRANDBRAND

BRAND

Online Branding 2011

BRAND

BRAND

BRANDBRAND

BRANDBRAND

Online Branding 2011

The value is no longer in the size of

the information source, but the

relevance of the source to our

particular lives.

BRAND

The value is no longer in the size of

the information source, but the

relevance of the source to our

particular lives.

Your relationships are your brand.

BRAND

We are the media.

nugget #2

We are the media.

ADVERTISING IS FOREVER CHANGED.We are the media.

ADVERTISING IS FOREVER CHANGED.We are the media.

interruptTV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls

ADVERTISING IS FOREVER CHANGED.We are the media.

interruptTV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls

ADVERTISING IS FOREVER CHANGED.We are the media.

interrupt be share worthyBlog postsArticlesVideosPhotosTweetsFacebook updatesCommentsWhite papersTipsResourcesListsReviews

TV commercialsRadio spotsMagazine adsPop-up banner adsDirect mailDoor to doorPhone calls

How we find our brain food has changed.

Everything is search.80% of internet traffic starts here.

Everything is search.80% of internet traffic starts here.

Dang!70% ofall clicks?

adssocial(reviews, images, videos, etc)

local

ads

Oh shiz.

24%

22%20%

15%

7%6% 5%

2009 SEOmoz study “Search Engine Ranking Factors” courtesy Amplify-Interactive.com

Trust/Authority of Host DomainLink Popularity of Specific PageAnchor Text of External LinksOn-Page Keyword UsageTraffic and Click Through DataSocial Graph MetricsRegistration and Hosting Data

So, how do I show up high in Search?

24%

22%20%

15%

7%6% 5%

On-site optimization is critical, but

off-site factors like inbound links

are a big part of the ranking

algorithm.

2009 SEOmoz study “Search Engine Ranking Factors” courtesy Amplify-Interactive.com

Trust/Authority of Host DomainLink Popularity of Specific PageAnchor Text of External Links

So, how do I show up high in Search?

Wait. Off-site factors?

Your Website

Your Website

BRAND

Your Website

BRAND

Your Website Your Website on Social

Your Website Your Website on Social

Your Website Your Website on Social

Your Website

Findability

Your Website on Social

Is social media really that big a deal?

Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

36% of all online time is spenton social networks or blogs

Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

36% of all online time is spenton social networks or blogs

1:00 in every 4:30

Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

36% of all online time is spenton social networks or blogs

1:00 in every 4:30

66%for theaverageinternetuser:

MORE TIME THAN A YEAR AGO

Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010

Don’t social users hate marketing?

Don’t social users hate marketing?

Don’t social users hate marketing?

Don’t social users hate marketing?

Razorfish - FEED 2008, 2009

Don’t social users hate marketing?

Razorfish - FEED 2008, 2009

66% friended or followed a brand

Don’t social users hate marketing?

Razorfish - FEED 2008, 2009

66% friended or followed a brand

65% have had their mind changed about a brand

Don’t social users hate marketing?

97% say that influenced a purchase decision

Razorfish - FEED 2008, 2009

66% friended or followed a brand

65% have had their mind changed about a brand

Yea, social is a BFD.

Increase the opportunity for a someone to experience your brand.

Participate in social media and build quality links to your website.

nugget #3

nugget #4

DIGITAL STRATEGYQUICK START PLAN FOR REALISTS8 Guidelines for Owning the Internets

1 PRODUCTHave a kick-ass product.

Please.

2 WEBSITEMust haves:

• CONCISE description of product or

service

• Testimonials, videos

• Links to your networks

• Clear calls to action

• Landing pages unique to your

marketing campaigns

3 LISTENSocial Mention

Trendrr

Twitter Search

Google Blog Search

BlogScope

Omgili

Facebook Search

Backtype

4 SOCIAL

Quantcast.com

Forrester Social Technographics Tool

Enhance & link your existing channels, don’t replace them

Increase AwarenessStimulate Sales or LeadsEnhance Customer ServiceEstablish Thought Leadership

Choose a purpose

5 MEASUREMENTlikes

mentions

referrals

participation

START HERE:

6 POLICIESSocialMediaGovernance.org

@kellyrfeller

7 CONTENTWhat is most memorable about your brand right now? What’s share worthy?

Center your content around what is poorly served or missing in the market.

Turn questions customers are asking of your competition, your sales or customer service departments into topics.

Blog.

Share.

Repeat.

8 RESOURCES

Plan for success, failure, and the more likely blindside.

Forget business hours, forget campaign deadlines.

Thank you.

GradyBritton.com

GradyBritton

For my card, txt: DAYN to 50500

dayn

delicious.com / daynw

daynw@gradybritton.com