Recently, Mark Boisvert - an account executive that works with me at CrossTech - and I were in a working session with the online marketing team from a big brand in the network and telephony space. Currently, they operate a major web site with a rich aray of content and are undergoing a site redesign that is about to launch. They are asking how they use new media strategies to accelerate the velocity and visibility of the site and move their page views from 6.6 million to 8.8 million in a year.  We are targeting a number of “visibility” metrics - gone are the days where SEO or SEM will address the challenge:

Technorati rank
Technorati fans
Google Indexed pages
Alexa ranking
Inbound links
Del.icio.us bookmarks
Computerworld, InformationWeek citations
Newsletter subscribers 

How should they go about it?

Four interrelated strategies:
Intelligence: Understanding audience influence and impact – both on their site and across the web

Content: Delivering and communicating compelling and credible content that their audience wants

Relationship: Building relationships and engaging in conversations with their audience

Network: Optimizing visibility and connecting and linking across the broader web  

A new media marketing maturity model that helps assess where they are today so we can put together a new marketing blueprint:

1. Online Focus Group:

Goal: Understand audience and develop innovative ideas
Approach: Platform and Listening Campaign and Continuous Model

2. Influence Network Analysis

Goal: Understand the optimal networks that you need to be engaged and participating
Approach: Identify passionate and authentic brand influencers and activists

3. Intelligence Platform and Service

Goal:  Understand today’s network impact and measure over time
Approach: Listening Platform and Monitoring Services, Dashboard of Metrics

4. Site Enhancement Program

Goal: Enhance content and relationship capabilities to drive value
Approach:  Site maturity analysis, feature set envisioning and prioritization

5. Outreach Program

Goal: Influence the influencers to drive visibility and velocity
Approach: Blogger relations management, including outreach, relationship development, educational programs including webisodes/ twebisodes, FAQ