SEO and Strategic Web Marketing

Brace Rennels

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Latest Blogs from Brace Rennels
Virtualizing our marketing event was successful but we knew we needed to raise the bar for the next one. So, we introduced gamification into the process to help bridge the engagement of the virtual and physical audience in similar activities. It was a whirlwind of activities to get it ...
During the “Great Recession” many companies were cutting back on travel expenses so it became harder to drive attendance of physical attendees. It was a problem that everyone faced and we realized we needed to do something to virtualize our event to maximize our messaging to the audien...
About six years ago, I was leading our web marketing strategy and needed to accelerate our digital presence and engagement. So, when everyone was still trying to figure out how to use Twitter for marketing I presented to our marketing team the basic concept and then we brainstormed ide...
As my web master use to tell me “It isn’t Rocket Science”. Many companies are still looking for ideas on how to bridge the gap between traditional marketing events and virtual audiences. Back in December a large healthcare company contacted me about community and collaboration marketin...
The goal of having a steering committee is a few things. Typically, they are comprised of each departments representatives, IT, Business, Digital Marketing, HR, Communications, Operations, etc.. and are responsible for reviewing the prioritized backlog list and determining the prioriti...
Don’t work in secret. Don’t hide or avoid tough conversations and make sure you get out in front of anything you could potentially see creating an obstacle for your team. Your primary responsibility will be to keep the path clear for those who are doing the heavy lifting and one tactic...
Opinions are like belly buttons, “Everyone Has One”. Word will get out about that you have executive sponsorship, funding and or a plan that may change how others will work and believe me there will be no shortages of opinions. You will find that many of the stakeholders, you need to w...
As you went through the process of building out your strategic marketing plan you probably encountered many who were interested and some who weren’t in discussions you had. There will be no shortage of those who want to be involved and allowing everyone on the team will just crea...
Let’s start with outlining the strategic plan and building the team. It should be based around your objectives you have already identified and will help support the story you have been sharing. First identify some low hanging fruit that you believe you can deliver pretty quickly to sho...
Congratulations, you secured your executive support, but now what? It’s time to get started and the only drawback about securing executive support is now you have to deliver. So here are a few things that Executive support provides but the rest will be up to you and the next steps you ...
As a follow up and conclusion to Decembers post “How to Secure Executive Support“; The third thing you can do to establish executive support is take the resources and funding you have and begin to make incremental progress toward your objectives. At The End of The Day, All ...
  Happy Holidays and Happy New Year. I’ll be teeing up some new posts for the new year. Filed under: Marketing Strategy
There is a good chance that a compelling story won’t be enough to get you everything you need and if you have the data then you should be able to pull together the value of community engagement in order to establish a base line of opportunity. If you don’t have that don’t let it stop [...
There are a few tactical steps you can take to begin to secure the executive support you need. You first need to be able to tell a compelling story. The fact that you have already established your top 3 objectives will help you frame out that discussion. These objectives are the founda...
Much of your success and or progress will be dependent on the level of executive support you have for your strategy. If you are reading this then you are likely in the same position I was many times where I had a directive but limited resources and budget to execute. Executive sponsors...
Before you start anything, priority #1 has to be clearly defining your objectives. This will help you and your teams accomplish several things. First, everyone should be able to clearly communicate and agree upon the objectives set. This will help prevent conflicting priorities as well...
It was an honor to be able to present to many executives in NYC a few weeks ago and thought I would take the next few posts to share some of the slides and talking points. So, what is collaboration marketing? In it’s most basic form I see it as the intersection of connecting the [̷...
This is an off cycle post for me but after speaking at the Argyle Customer Care Leadership Forum last week I thought it would be appropriate to share an American customer experience. It was 2008 when I was in the market for a new coffee maker and with the economy in the tank I was [...
All that matters is: Can you deliver? I have run into several challenges over my career from jealous territorial co-workers, political positioning and the only advice I can provide is to persevere because at the end of the day all the matters is who can deliver. Every time I have been ...
Traditionally human resources and executive management have treated employees as assets. And rightly so employees are extremely valuable if not the most valuable assets. But they shouldn’t be treated like a depreciating line item. One thing I realized this year is that employees are yo...
I have the opportunity to work with quite a few digital marketing/creative design agencies over the years, some good and others not so much. Agencies are good with coming up with creative ideas, provide design concepts and proving an extension of your team but there some things they ju...
Any project starts with leadership to help get the support you need from executive sponsors to improve your teams chances at success. This may be the most important aspect of any rolling out any marketing engagement program for three reasons: Obtaining funding, removing obstacles, and ...
It was funny after all the team did to prepare and plan for any type of risk or failure during our social intranet rollout we forgot to plan for success. I guess we all assumed that something was bound to go wrong and many things did but we actually didn’t think, worry or plan for [...
It was the teams commitment and resilience that got us to this point but 5am came fast… It was a tense moment. This was our last chance to resolve the issues at hand, otherwise, we would have to come up with plan B and in full disclosure, there was no plan B. We had to […]
It was everyone’s commitment to the project that got us to the actual cutover day. But it was our resilience and sense of purpose that helped us persevere the next three days that would prove to be the most difficult challenge we would face to date.   The Friday prior to launch, the da...
These are posts I wrote in early June when we launched our new social communication and collaboration platform… June 9, 2014 Over the last week, I had the opportunity to share some of the challenges the Social Intranet team ran into throughout the project but especially in the la...
“To be or not to be?” That was the question we ran into during our last executive update regarding the mobile experience for our social intranet. Actually, it wasn’t a question as much as it was a statement. “What would it take to create a responsive mobile design for our launch?” I do...
I have never found it too difficult to get people to believe in themselves or a cause. It usually just takes a little encouragement and telling them “why not you?”, “You can do this” and if that doesn’t work sometimes a kick in the pants is required. I rec...
I have been thinking about writing a Social Community Marketing called Get Shit Done! I had planned to write about 60000 words but now I’m thinking less is better. The name was the unexpected result of a conversation I had with my team three years ago. I had just joined a new com...
Dear Mr. Kraft and entire New England Patriots Organization, All my wife wanted for Christmas was a Kevin Faulk Jersey. She taught Mr. Faulks children while he was a New England Patriot and was sad to see them move back to Louisiana and I thought this would make a great gift. So, I wen...
When ever you are part or leading a team on any initiative it will save you hours of headaches if you define and get consensus on the goals and objectives. This should be the first step of any team as it can be referenced through out as others want ton introduce or change scope that [&...
It has been a while since I have posted and lots has happened since we launched a more web integrated community last March. After the dust settled from that launch March 4th we had over 190 backlog items on our burn down list. While  the team worked through the list via monthly sprints...
So is the old saying true “even bad press is good press”? If you haven’t seen the latest viral social media meltdown from Amy’s Baking Company it is nothing short of entertaining like watching a train wreck. Clearly all the buzz in the #SocMed industry is what n...
The New #EMC #Community Network is live and to quote our Vice President Joseph Biden,”This is a big freakin deal”. I like to think that our team continues to lead the industry in community innovation as we were the first to adopt #Badgeville Game Mechanics for increasing me...
The moment has come after 4 months of work we are ready to cut over to the new #ECN experience and thought I would share a sneak peek at want to expect very soon. This is that fastest we have ever rolled out an upgrade and in addition to that we decided to include a [...]
About four months ago we were asked what our community teams needed to accelerate our plans to upgrade to the latest version of the Jive Software platform and redesign the experience. The answer basically came back that we needed an “All Hands On Deck” approach from all tea...
What is the “Social Journey” and why is it important to integrate community and web together? I realized that some of you may be asking that question why would I put my team and community through this process and spend the level of effort to make it happen. Well, The answer is 48% and ...
A bold statement for sure if I wasn’t confident in the results and the exercise our team went through. Getting funding for social business initiatives is never easy and I learned this many years ago that until you can associate revenue to your initiative you will never see an increment...
So, as my team continued our accelerated community 3.0 plans our next obstacle was how to categorize our community structure in order to align with our .com architecture and keep the navigation consistent between the two sites. We have several issues. One is we have many products that ...
How do you integrate your dynamic community with your static website to improve your overall business? It is easier than you think but requires some thought and planning. Four months ago we started our journey to integrate our community into our existing website. It was something we ha...