Iabc dist content_sept. 2010
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Managing your Digital Footprint Content Distribution in the New Media Environment
Transcript of Iabc dist content_sept. 2010
Managing your Digital Footprint
Content Distribution in the New Media Environment
LISA HELMINIAK PRINCIPAL AND CHIEF STRATEGIST [email protected] 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
Deluxe.com
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
