How to Win Fans and Influence Users - SearchLove London 2013

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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

  1. How to win fans and influence users. @chrisbennett www.97thfloor.com #searchlove
  2. I want to start off by thanking Google.
  3. For cute fuzzy Pandas.
  4. For weird birds that can’t fly.
  5. For crazy fast mini birds that might as well be mythical creatures
  6. For merging them into a team of utter destruction.
  7. For letting them destroy that which we held dear.
  8. Why?
  9. Because we were forced to evolve
  10. We used to Preach “Content is King”
  11. While we were Practicing something different
  12. Now we don’t have a choice
  13. There is only method to rule them all
  14. No more One Demensional KPI’s
  15. HELLS YEAH!
  16. Lets talk about how get approval
  17. For freedom to try big things
  18. Freedom to explore
  19. Freedom to fail
  20. First get approval for one small bit of content
  21. An Infographic
  22. A video http://www.youtube.com/watch?v=_joDNOpeWWo
  23. An eBook http://www.salesforcemarketingcloud.com/resources/ebooks/seo-experts-reveal-the-truth-about-marketing/
  24. A Blog post
  25. Just give me something, anything
  26. And MacGyver that Shiz
  27. By repurposing content Gif/Meme Video Story Articles Interactives Infographics Slides Social Cards
  28. By repurposing content
  29. What if I told you, “15 minutes or less could get you 35,000 views?”
  30. Take an infographic and...
  31. Slice it up http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target
  32. Slice it up
  33. http://www.slideshare.net/defensivedriving1/the-7-most-notorious-motorcycle-clubs
  34. Embed your Slideshare on your infographic landing page
  35. http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you
  36. Work it into BuzzFeed 16k referrals from BuzzFeed
  37. Work it into BuzzFeed 50k+ referrals from BuzzFeed *Can’t show this one, but = Awesome
  38. Blog content case study
  39. http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/
  40. Beat a Dead Horse
  41. http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/
  42. http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/
  43. Complementary content http://www.slideshare.net/OCTannerCompany/denver-slideshare
  44. Complementary content http://www.slideshare.net/OCTannerCompany/denver-slideshare
  45. Upcycling content
  46. Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/
  47. 32 pages Long, 4,602 words Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/
  48. Interactive Version, http://www.pixartheory.com
  49. Interactive Version, http://www.pixartheory.com
  50. Interactive sticky
  51. Optimize for mobile
  52. Optimizing for open graph tags.
  53. 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/
  54. Optimizing for Twitter Cards https://dev.twitter.com/docs/cards
  55. What to Tweet Source: http://tracksocial.com/whitepapers
  56. On behalf of the little people I would like to accept this Tweet
  57. First Week Use NUVI to blow minds http://nuviapp.com Nuvi Can Be Brutally Honest
  58. Know what common terms are associated
  59. Know why spikes occur
  60. Over 3k+ Tweets in an hour… Thanks @techeblog Link Here
  61. Culprit of our Tweets
  62. Know your influencers
  63. Total Reach from Original (our) Tweets 6,318,575 Total additional Reach from RT’s 3rd Party Shares 10,801,612 17,120,187 :)
  64. HELLS YEAH!
  65. Make your content interactive
  66. Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service
  67. 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.
  68. We created an interactive explainer and the #’s are compelling.
  69. 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.”
  70. Avg. Time on Page is 3.2 minutes (that is from all traffic even social).
  71. Interactive can tell a long and complicated story in a more compelling easy to digest way.
  72. Ranks in Google for awesome on brand phrases related to the product and the reaction is phenomenal
  73. Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.
  74. You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.
  75. Think campaigns, not One off’s
  76. One off’s are a lose-lose
  77. If you are successful at first you will never live up to it
  78. If you aren’t successful at first you will not win the business or budget
  79. Campaigns are not new
  80. Outside of digital you get bombarded
  81. Why can’t we be the same?
  82. Your thinking, “this is a lot of work”
  83. Your already wearing multiple hats
  84. Good ideas are a rare commodity =
  85. So get one and stick to it
  86. Right now you are pitching Multiple infographics ! Multiple Videos ! Multiple etc… ! Each month ! ! ! !
  87. That’s way more work
  88. So show your boss/client
  89. How to win fans and influence users. @chrisbennett www.97thfloor.com #searchlove

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