Connecting the dots between social search and content by tami cann of ibm
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Connecting the dots between social search and content by tami cann of ibm

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Marketingland.Com Digital Summit Session #Smx #Ms9 - All Search Is Now Social Presentation By Tami Cannizzaro @Tamicann Of Ibm

Marketingland.Com Digital Summit Session #Smx #Ms9 - All Search Is Now Social Presentation By Tami Cannizzaro @Tamicann Of Ibm

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  • 1. Connecting the dots < Social. Search. Content. Tami Cannizzaro, VPof Marketing, IBM @TamiCann www.digitalageofmarketing.com
  • 2. Social is the authentic face of a Brand.
  • 3. It turns out the bag of marbles has roughly 300% more surface area.
  • 4. Voices #IBM 3/11/28 250+ IBM most senior experts in Select program 5,000+IBM experts in Forward Thinker program 430,000+IBMers trained on social media 61,000,000+ IBMer social media connections
  • 5. Social Advocacy gives your organization authentic reach Social
  • 6. If Social is discovery. Search is validation
  • 7. Social Signals Are Driving SEO  Backlinks  Useablility Stats  Keywords  Age of Domain  Social Signals
  • 8. Social Search #New York 3/11/212
  • 9. Content Marketing is the engine that drives search rank and brand engagement
  • 10. Building a Content Factory Create relevant, findable, shareable content experiences
  • 11. Relevance Matters
  • 12. Target your customer
  • 13. Build a conversation Low Engagement / Quick Hit Intermediate / Building Engagement High Engagement • Social Posts • Content snippets – quotes, statistics • Photos • Content previews • Free chapter promotions • Short videos • Social discussions • Fan-gating • Interviews with content author Content “Snacks” Long-Form & Social Conversation Low Engagement / Quick Hit Intermediate / Building Engagement High Engagement
  • 14. Types of Content Videos WebCasts Decks Audio PodcastsWhitepapers, Case Studies Solution Overviews Rank in Vertical Search Engines 2 Posting to Multiple Content Sharing Sites According to Format 1 Web- Casts Video YouTube Audio PodNova Rank in Universal Search Engines MaximizeExposuretoContent 3 Yahoo Video YouTube Bing Video Google Video Google Yahoo Bing Twitter Facebook LinkedIn Achieve Goals Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful “Paid” Media Distribution & Activation = Spray fuel on the fire Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire More Aggressive Influencer Outreach Program = Gas on the fire Decks SlideShare .PDF/Text Scribd Content Audit Drive Engagement
  • 15. Paid, Earned, Owned, Shared
  • 16. Build Relevant, Persistent Content
  • 17. With relevant, timely content
  • 18. Content Marketing builds brand equity & drives engagement Content
  • 19. Search, Social & Content are the fuel of your marketing engine.
  • 20. Thank you Tami Cannizzaro, IBM @TamiCann