TEARING

DOWN THE

SILOS

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Ric Dragon

Dragon Search

@RicDragon

#SMX #32C

October 3, 2013

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In the beginning...

• We were search marketers...

• We did SEO

• We did PPC

• and maybe we were using blogs...

ThenSocial Media Happened

but many of us were going about doing our jobs...

• we’d give lip service to “integrated marketing” – but on closer look, it wasn’t always happening...

MEET and discuss how RESEARCH can help each of the areas...

DESIGN research to help each area...

Competitors

Communities

Social Advertising

Organizational Change:Getting the whole team on board

Step 1: Establishing a Sense of UrgencyStep 2: Creating the Guiding CoalitionStep 3: Developing a Change VisionStep 4: Communicating the Vision for Buy-inStep 5: Empowering Broad-based ActionStep 6: Generating Short-term WinsStep 7: Never Letting UpStep 8: Incorporating Changes into the Culture

Kotter’s 8 Steps

Organizational Change:Getting the whole team on board

• Proposals• Reports• The language you use internally• Up-Servicing

We are the stories we tell ourselves

“”

Organizational Change:Getting the whole team on board• Cross-Training of Team• Hackathons• Put unlikely people together• Integration-topic-based kick-offs and

post-mortems

Don’t Let Up...“”

Integrate not just digital –but all marketing

• Relationships

• Link Building

• Partnerships

Ric Dragon, DragonSearch

dragon@dragonsearch.net |

Twitter: @ricdragon

Thank You!

http://www.slideshare.net/SearchMarketingExpo

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