Managing your Digital Footprint

Content Distribution in the New Media Environment

LISA HELMINIAK PRINCIPAL AND CHIEF STRATEGIST LISA.HELMINIAK@AZUL7.COM 612.767.4335

NEW LANDSCAPE. NEW QUESTIONS.

FACEBOOK IS NOT BUILDING A PHONE

Shifts Continue

Or is it?

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

Where to Begin?

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

Serve, Don’t Sell

Channel Strategy: Publishing POV

Goodbye, Funnel

Source: McKinsey & Co., “The Consumer Decision Journey.”

NEW MEASUREMENT

New Channels, New Conversion

NEW MANAGEMENT

The Right Organization

DISTRIBUTED CONTENT AT WORK

Inventing new markets

• Deluxe

Site Assessment

Facebook

Deluxe.com

Twitter

Small Biz BlogCommunity Site

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

FIVE CONSIDERATIONSReady to Grow Your Content Footprint?

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

CLOSING CTA TO COME

Assessing Your Content

• AMY: CONTENT TO COME FOR THIS SLIDE

1. Audience2. Decision process3. Keywords4. Readiness to listen and respond 5. Operational readiness

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