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How to Win Fans and Influence Users - SearchLove London 2013

How to Win Fans and Influence Users - SearchLove London 2013



How to get internal and external buy in for large and ongoing campaigns. How to create and execute content marketing strategies.

How to get internal and external buy in for large and ongoing campaigns. How to create and execute content marketing strategies.



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    How to Win Fans and Influence Users - SearchLove London 2013 How to Win Fans and Influence Users - SearchLove London 2013 Presentation Transcript

    • How to win fans and influence users. @chrisbennett www.97thfloor.com #searchlove
    • I want to start off by thanking Google.
    • For cute fuzzy Pandas.
    • For weird birds that can’t fly.
    • For crazy fast mini birds that might as well be mythical creatures
    • For merging them into a team of utter destruction.
    • For letting them destroy that which we held dear.
    • Why?
    • Because we were forced to evolve
    • We used to Preach “Content is King”
    • While we were Practicing something different
    • Now we don’t have a choice
    • There is only method to rule them all
    • No more One Demensional KPI’s
    • Lets talk about how get approval
    • For freedom to try big things
    • Freedom to explore
    • Freedom to fail
    • First get approval for one small bit of content
    • An Infographic
    • A video http://www.youtube.com/watch?v=_joDNOpeWWo
    • An eBook http://www.salesforcemarketingcloud.com/resources/ebooks/seo-experts-reveal-the-truth-about-marketing/
    • A Blog post
    • Just give me something, anything
    • And MacGyver that Shiz
    • By repurposing content Gif/Meme Video Story Articles Interactives Infographics Slides Social Cards
    • By repurposing content
    • What if I told you, “15 minutes or less could get you 35,000 views?”
    • Take an infographic and...
    • Slice it up http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target
    • Slice it up
    • http://www.slideshare.net/defensivedriving1/the-7-most-notorious-motorcycle-clubs
    • Embed your Slideshare on your infographic landing page
    • http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you
    • Work it into BuzzFeed 16k referrals from BuzzFeed
    • Work it into BuzzFeed 50k+ referrals from BuzzFeed *Can’t show this one, but = Awesome
    • Blog content case study
    • http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/
    • Beat a Dead Horse
    • http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/
    • http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/
    • Complementary content http://www.slideshare.net/OCTannerCompany/denver-slideshare
    • Complementary content http://www.slideshare.net/OCTannerCompany/denver-slideshare
    • Upcycling content
    • Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/
    • 32 pages Long, 4,602 words Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/
    • Interactive Version, http://www.pixartheory.com
    • Interactive Version, http://www.pixartheory.com
    • Interactive sticky
    • Optimize for mobile
    • Optimizing for open graph tags.
    • Optimizing for ! <title>The Pixar Theory</title> open graph tags. <meta property='og:locale' content='en_US'/> <meta property='og:type' content='article'/> <meta property='og:title' content='The Pixar Theory an Interactive Story, by @97thfloor #pixartheory'/> <meta property='og:description' content='Every Pixar movie is connected. This interactive graphic tells the story of how and why.'/> <meta property='og:url' content='http://www.pixartheory.com'/> <meta property='og:site_name' content='The Pixar Theory'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ThePixar-Theory-share-1.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ThePixar-Theory-share-2.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ kitty.jpg'/> ! More info on setting up, https://developers.facebook.com/docs/opengraph/
    • Optimizing for Twitter Cards https://dev.twitter.com/docs/cards
    • What to Tweet Source: http://tracksocial.com/whitepapers
    • On behalf of the little people I would like to accept this Tweet
    • First Week Use NUVI to blow minds http://nuviapp.com Nuvi Can Be Brutally Honest
    • Know what common terms are associated
    • Know why spikes occur
    • Over 3k+ Tweets in an hour… Thanks @techeblog Link Here
    • Culprit of our Tweets
    • Know your influencers
    • Total Reach from Original (our) Tweets 6,318,575 Total additional Reach from RT’s 3rd Party Shares 10,801,612 17,120,187 :)
    • Make your content interactive
    • Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service
    • Desk.com, awesome product that is widely used. Wanted a cool interactive way to explain benefits and really sell the product high in the Funnel.
    • We created an interactive explainer and the #’s are compelling.
    • In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete the entire interactive. Remember this information is 100% about Universal Inbox. It is 100% “on brand.”
    • Avg. Time on Page is 3.2 minutes (that is from all traffic even social).
    • Interactive can tell a long and complicated story in a more compelling easy to digest way.
    • Ranks in Google for awesome on brand phrases related to the product and the reaction is phenomenal
    • Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.
    • You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.
    • Think campaigns, not One off’s
    • One off’s are a lose-lose
    • If you are successful at first you will never live up to it
    • If you aren’t successful at first you will not win the business or budget
    • Campaigns are not new
    • Outside of digital you get bombarded
    • Why can’t we be the same?
    • Your thinking, “this is a lot of work”
    • Your already wearing multiple hats
    • Good ideas are a rare commodity =
    • So get one and stick to it
    • Right now you are pitching Multiple infographics ! Multiple Videos ! Multiple etc… ! Each month ! ! ! !
    • That’s way more work
    • So show your boss/client
    • How to win fans and influence users. @chrisbennett www.97thfloor.com #searchlove