It’s Not [Just] About Your Site: Managing Your Digital Footprint

One of the core aspects of the assembled web is the concept that brands and all companies need to think more broadly about their presence. It isn’t just their web site, or even their network of 10, 20, or 200 sites for various products, services, and brands.

It’s about your digital footprint: the sum total of all the interactions your customers, prospective customers, fans, antagonists, employees, suppliers, and partners have with your content and services throughout the entire Internet.
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Brand Control on the Assembled Web

Who controls the meaning of your brand on the internet?

Control! (Photo by Faramarz Hashemi, cc-by license)

One of the principles of the assembled web says:

Your brand is not what you say it is, but what your prospects, customers, partners, and employees say it is. In short, your brand is what the Internet says it is. You influence this not through marketing but through creating appropriate experiences and getting users exposed to those positive experiences. (Micro-interactions are ultimately assembled into and become brands).

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Christina Norman, MTV keynote from Forrester Consumer Forum

Christina Norman, MTV – really excellent keynote. Dynamic, engaged – easy to see that MTV gets it. (Of course it isn’t just one person, but she represents well the variety of efforts they have underway).

At MTV, we’re pretty psched – being our fans BFF has always been important to us as a company.

It’s no accident MTV started as a cable channel – youth were most open to the potential of cable.

Together, we define what MTV is – it is the world’s largest brand gallery.

What we’ve learned: Four Guiding Truths that burn in all of us at MTV

1. It’s not the medium, but the content that matters most.
2. Build an emotional relationship with the users based on content they find compelling.
3. Give your audience a place and mechanism to find each other.
4. You have to let your audience help you shape your brand.

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