Larry BraunerI very much enjoyed an informative morning at the The Search and Social Leadership Forum, hosted by the Business Development Institute and NYU.

Veronica Fielding, CEO of Digital Brand Expressions, forum sponsor, treated us to a fast-moving overview of the direction digital marketing is taking.

Veronica Fielding Discusses Findability ConvergenceVeronica discussed findability, which as I understand it refers to the ability of a brand and all its associated content to be discovered and interacted with by people. She identified three key forms of findability and likened them to three forms of investment, underscoring their value and illustrating their complementary nature:

  1. Search Engine Marketing – Paid search results. Like cash, it’s instantly available.
  2. Search Engine Optimization – Organic search results. Like bonds, they’re for the long term.
  3. Social Media – Blogs and social media sites. Like the stock market, it’s volatile.

Veronica showcased companies successfully combining all three findability channels to build their web presence. We need use all three forms of outreach and to foster increased interaction and synergy between them. This is findability convergence.

Watch for more in the near future about this event and about the other excellent presenters:

Much thanks to Steve Etzler, Maria Feola and the BDI team for making today’s Search and Social Leadership Forum a big success.

There’s still space available for the next BDI event, Social Convergence and the Enterprise at NYU Midtown on July 21.

One final note: In case you’re new to this blog, we’ve reached the place where readers generally subscribe or leave me a comment. ;-)


2 Responses to “What is Findability Convergence?”

  1. Veronica Fielding on July 16th, 2010 8:40 am

    I’m glad you enjoyed my presentation at BDI’s Search & Social Forum yesterday Larry. Thanks for the great recap of what was covered at the event and for summarizing our metaphor for strategic investing in SEO, paid search and social media marketing–the components of findability.

    I hope to see you at BDI’s event on enterprise social convergence next week, it promises to be a dynamic forum.

  2. What is Findability? on August 31st, 2010 11:02 pm

    [...] See also my other findability piece: What is Findability Convergence? [...]

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