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

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

  1. 1. Connecting the dots < Social. Search. Content. Tami Cannizzaro, VPof Marketing, IBM @TamiCann www.digitalageofmarketing.com
  2. 2. Social is the authentic face of a Brand.
  3. 3. It turns out the bag of marbles has roughly 300% more surface area.
  4. 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. 5. Social Advocacy gives your organization authentic reach Social
  6. 6. If Social is discovery. Search is validation
  7. 7. Social Signals Are Driving SEO  Backlinks  Useablility Stats  Keywords  Age of Domain  Social Signals
  8. 8. Social Search #New York 3/11/212
  9. 9. Content Marketing is the engine that drives search rank and brand engagement
  10. 10. Building a Content Factory Create relevant, findable, shareable content experiences
  11. 11. Relevance Matters
  12. 12. Target your customer
  13. 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. 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. 15. Paid, Earned, Owned, Shared
  16. 16. Build Relevant, Persistent Content
  17. 17. With relevant, timely content
  18. 18. Content Marketing builds brand equity & drives engagement Content
  19. 19. Search, Social & Content are the fuel of your marketing engine.
  20. 20. Thank you Tami Cannizzaro, IBM @TamiCann

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