6. CONTENT DISTRIBUTION
BEFORE AFTER
Supplier Customer Internet Customers
Supplier
Monologue Dialogue
One way One-to-one marketing
Mass communication Real-time
Static Dynamic
No interaction among customers Collaborative
Shotgun approach Segmented
Hard to identify customers Rich customer interaction
Hard to manage customers Rich customer data
7. IS THERE AN OPPORTUNITY FOR YOUR CONTENT TO
STAND OUT….WITH SO MUCH DISRUPTION?
In One Minute…
208 million Emails are sent
20 million new Photos on Flicker
6 million Facebook views
30 hours of video uploaded on YouTube
2 million+ search queries on Google
Source: “What happens in One Internet Minute” – Intel
8. MASS MEDIA IS DEAD! LONG LIVE THE CUSTOMER
“Soundwave Revolution officially cancelled 2011”
13. BASELINE DEFINITION
“…identifying, understanding, collaboratively
creating, and meeting a segment of
human and social needs, wants, desires,
wishes digitally.”
Adaptation of Philip Kotlers original definition of marketing.
14. FB CONTENT DELIVERY
An SEO adaptation of Jesse Dwyer’s Communications Strategy @ Facebook
15. 1. Select the best URL (Facebook username) Facebook Page
16. 2. Place keyword-dense copy in your “About Tab”<meta>
Consider other “Static FBML” boxes and tabs to place more lengthy content and more
static “links” to your Page
There is a 250 character limit, so choose your words wisely!
17. 3. Create links to your website (Landing Pages) in your Stream
Post your URL or custom Links through FB publisher in status
updates to Influence Traffic and or use Facebook Marketplace Ads.
18. 4. Optimise other elements (images, video, apps etc)
Add photos with
captions, events with
descriptions, and a
discussion forum as a
good way
http://developers.facebook.com/docs/opengraph/tutorial/
19. SOCIAL <META> DESCRIPTION – OPPORTUNITY
Linkedin’s use of rich snippet data
means an extra line and a greater
ability to see if that’s the result I
want right from the SERP.
http://www.ginzametrics.com/cheatsheet http://www.google.com/webmasters/tools/richsnippets
24. KEEP PEOPLE ENTERTAINED
Text Video
1 second
Perception Perception
5 seconds
Appraisal of Meaning Emotional Response
Buy in Point
10 seconds Evaluation of
Appraisal of Meaning
Meaning
15 seconds Evaluation of
Emotional Response
Meaning
Source: Phil Nottingham – Distilled
25. MAKE SURE YOUR CONTENT HAS SHARING BUTTONS!
/
http://developers.facebook.com/docs/plugins
27. SOCIAL LISTENING TECHNOLOGY
There is a wealth of tools which we can utilize with Social Media Optimization and Social Media
Reporting.
Examples of some of the well known paid & free companies we work with include: Omniture, Raven
Tools, Buzz Metrics, SEOmoz and also many more....
29. 1. Connect your website with Facebook
2. Create a Custom URL for your fan page ideally using your brand name
3. Optimise content, About tab, Images, Videos etc with keyword relevant text
4. Send a request to your contacts which are in your profile to like your fan page
5. Join Groups and the conversation
6. Keep your fan page always up to date.& reply to comments
7. Synchronize your fan page with your other profiles
8. View Traffic Sources through Google Analytics & Social Listening Tools
The strategy of Content Marketing makes sense: instead of pushing messages about your product at prospects, pull prospects towards you by publishing content about your prospects’ interests. Search rank, traffic, leads and all sort of goodness flow from this approach.So the conversation is no longer about if or why an organization should practice Content Marketing. But the still unanswered question is “How?” How does a brand actually become a publisher, produce great content, and attract traffic and generate conversions?So if you’re wondering “How?”, fear not. This post will provide a guide on how to build and operate a Content Marketing Machine. But, to be clear, I’m not talking about dipping a toe in the water: doing some blog posts, busting out an infographic. I’m talking about a sustained effort to generate content excellence in your category. I’m talking about a machine that generates more traffic and leads at lower cost than all of your other channels combined.
Create content that is likely to be attractive to advanced user segments and linkers. It does not have to be a game of Guess who.
Google analytics now enables through Traffic Sources the ability to see Social data. With Ecommerce Tracking in place and the correct goal set up we can understand the value Social.