Ecosystem Tactics and Synapses

The specific tactics that create the user experience form the framework of the organic ecosystem. Some of these tactics might be used on the main website, while others might be used on other areas of the ecosystem – for example, on an extranet (sometimes a multiple-permission level extranet), on an intranet, on a microsite or a family of microsites around specific events or issues, on landing pages, in applications (both on-site, platform-specific applications and off-site applications that are self-contained), in search (both paid and natural), in email newsletters sent to your segmented house list or to a partner’s list in a co-branded message) or in some direct email.

There’s potentially a viral or social component in many of these tactics. Some, like news releases, also tie into your online PR, influence and outreach efforts. There may be mobile tie-ins as well, and alternate distribution, including affiliate and syndication. Then there are a lot of traditional tie-ins. Depending on your particular audience, guerilla tactics may also be fruitful. Web-based, mobile, print and broadcast advertising can also help by driving traffic and getting users into the loop. A digital approach calls for customer-focused, two-way communication, but there’s still room for traditional print or broadcast media to act as stimulators, even if they’re no longer your main tactics.