presence envy - how not to get laughed at in the online locker room
DESCRIPTION
I start with the state of the web, and encourage you to think outside the browser.Next, an extremely brief history of how the web developed to this point, and what that means for your brand and advertising.Then we cover how search marketing has changed thanks to social media. Finally, I try to wrap it up with 8 steps or guidelines to digital strategy and online presence.TRANSCRIPT
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
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