Presentation Title HereUsing Social Networks to    Tony WrightCreate,Founder, Wright IMC and Kick-Ass at Content    CEO & ...
Social + Content = SEO
Creating Content
Creating Content: Use Your Tools
Creating Content: Your target audience…                   listen to them
Seriously, LISTEN.
Creating Content: Competitors, spy on them
Boring Industry?Content creation is not THAT hard
Example: Veterinarians
2,000+ upvotes, front page of Reddit
Example: Geek Culture & Easter Egg
Example: Geek Culture & Easter Egg
Example: Geek Culture & Easter Egg
Example: Geek Culture & Easter Egg
Example: Geek Culture & Easter Egg
Facebook Graph Search: Use for ContentDOMINATION
Graph Search Mission: Conquer Old Spice
Facebook Graph Search: This is useless…
Facebook Graph Search: But wait.. There’smore
Facebook Graph Search: Oh, this looksinteresting.
Facebook Graph Search: ……… I did someresearch here, sorry I can’t show that. Sohere’s a cat with a beer on its head
Facebook Graph Search: Mother. Of. God.
Facebook Graph Search: How the resultsare organized
Facebook Graph Search: Excel at it
Facebook Graph Search: Getting YourCompetitors Fans’ Attention…
Do A Space Dive
Do A Space Dive
Can’t Do a Space Dive?Do an Anti-Space Dive
I don’t have time for this, find me after thesession if you are interested in:Real Time Content Marketing• Oreos• Burger K...
Content Distribution: Make it fly
Content Distribution: If you’re not buying adson social networks…
Paid Content Promotion: Stumbleupon
Paid Content Promotion: Reddit Ads
Paid Content Promotion: Reddit Results 1
Paid Content Promotion: Reddit Results 2
Paid Content Promotion: Before
Paid Content Promotion: After
BONUS! BREAKING! NEW!
BONUS! BREAKING! NEW!• Imgur.com, a popular image hosting site, just quietly  rolled out sponsored image posts on their ne...
QnA With Imgur’s Matt
What About Outreach? Not in this session…Campaign Development for Content Marketingat 1:30 w/ Jenneva Vargas, Steve Floyd,...
FINSTAY IN CONTACTmore aweseness tocome from theWrightIMC teamTwitter:@YoungbloodJoeBlog:WrightIMC.com/blog
Pubcon Austin 2013: Using Social Networks to Create, Distribute, and Kick-Ass at Content
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Pubcon Austin 2013: Using Social Networks to Create, Distribute, and Kick-Ass at Content

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My Pubcon Austin 2013 talk on using Social Media to create and distribute your content.

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  • It’s often difficult to see how doing one part of internet marketing can help another. Social and SEO have always been intertwined, and today that is more of a fact than in the past. Using content marketing and a social distribution strategy SEO’s can build links and Social media can entertain and inform an audience. SEO’s can also use social media to find new content ideas to reach their target audience, a cycle that should provide new content, engagement, and links in perpetuity. This simple equation is a reminder of the new formula, social and your content is driving new links and starting to count as a direct signal to search engines.
  • It all starts with brainstorming. Throw out convention, no idea is a bad idea. Toss it all at the wall from the benign to the completely insane.
  • Make sure you use all the tools in your SEO tool kit to help figure out what kind of content to build. There are a ton of ways to do this, so I’ll just list some of the tools here.Google Adwords Keyword ToolUbersuggest.orgSEOMoz Keyword DifficultyYouTube Keyword ToolThink about the different types of content that people ingest online.InfographicsParallax pagesVideosGuidesDataEtc….
  • Use Google Alerts, Social Alerts, etc.. And see what topics your customer base are talking about. Hangout in related sub-reddits, check out facebook pages, twitter hashtags, blogs, etc.. Any place your audience might be talking, get in there and see the topics.
  • Dead horse is now beaten.
  • SPY ON YOUR COMPETITORS!Do audits on how they are using social media, see how people are reacting socially to their content.
  • Creating content can be hard, especially if you have a “boring” industry. Look around you think a few of these thoughts:“What around me is something most people rarely see?”“What do I do on a daily basis that is dangerous/difficult/hard?”“What is something my customers complain about and can that be visualized in an image or video?”“Can I make something I do at work into an internet meme that would be relatable to my audience?”“Are there any funny/quirky/interesting things near my work?”“Is there a way to related Geek Culture to my work?”“Can I build an easter egg into my business or website somehow?”
  • Veterinarians likely don’t think about SEO or their online presence very much, yet they have numerous opportunities to reach out to the internet audience on a near daily basis. If they could take a few candid photos from time to time or share awesome / gruesome x-rays (with pet owner permission of course) those could end up being a hit with the internet audience.
  • An x-ray of a snake with a mouse in it’s belly went viral on social networks. It was not attributed to any source.
  • The x-ray snake image made it to the front page of Reddit with an aggregate upvote rating of 2,186. Such a simple image.
  • Speak your target audiences language. Geek culture is growing in popularity, more and more internet users are looking back at old geek culture like Atari, Nintendo, Sega and the first Mac / PC computers.If you know enough about Geek culture you can build an easter egg into your site, like using the Konami code to do something, etc…
  • CCIE (i.t. consultant). Got bored and ran a script to return a message when a traceroute was ran on an ip address for his client EpikNetworks.com, a Canadian hosting company.
  • This little easter egg was tweeted out by O’Reilly Media and a former Slashdot moderator, then it made the front page of Reddit. So many people were having fun running it that they took down the server and forced the creator to move his website to a Tumblr account temporarily.The creator details how he did it here: http://beaglenetworks.net/post/42707829171/star-wars-tracerouteAnd posts about his experience as a sudden internet celebrity here: http://beaglenetworks.net/post/42828595476/what-i-learned-from-being-a-fleeting-internet-celeb
  • The geeky easter egg landed links and mentions from all over the web, including BoingBoing, The Register, and Ycombinator.. When was the last time your content made it there?
  • Darth Vader Kitty…
  • I was curious if Facebook graph search had any possible use for SEO. Here is how I found out.
  • Many thought that graph search was useless when they first saw it, and indeed it doesn’t seem to give us much at face value.
  • But hold on.. What’s down here???
  • Still useless.. Cuddling?
  • Mother of God.. Look at that. We can get all kinds of things.Oh yeah, the research showed that at this level Facebook displays content based on the aggregate number of likes WITHIN your target group and shows them in descending order. So if Music is the post liked by people who like Old Spice, then Cuddling is second, and Movies is third.
  • Facebook graph search at this level seems to organize the likes by the group you have selected in descending order. That means the first one’s listed have the largest aggregate like volume in the entire group and the last one listed would have the smallest number of likes in the group. This data can then be used to build out content ideas that would appeal to the user base.It should also mean that the list would show in order: Generic Topics > Less Generic Topics > Specific Topics.If you find a Less Generic or a Specific topic ranking highly, this is a good sign that your competitor and/or your own target audience is really responsive to this.
  • I want you to be able to download this… waiting to host it on WIMC blog
  • Now go, use this facebook data like a boss and get your competitors loyal fans.
  • On Sunday October 14th, 2012, Felix Baumgartner jumped from 128,000 feet in the sky, from the very edge of space, setting a new World Record. The event was watched by a record 8 million live on YouTube. The Mission Highlight video Redbull put out later has 32,631,479 views.A picture of the post-dive Baumgartner got 29,000 shares, 216,000 likes, and over 10,000 comments on FacebookOn Twitter, half of the trending topics WORLD WIDE were related to the jump, beating out Justin Bieber and NFL gamesTWO posts about the space dive made the front page of RedditAccording to SEOMOZ’s open site explorer the site for the event received 4,719 linking root domains, 91,677 facebook likes, 38,092 tweets, and 13,572 shares on Google+It garnered a domain authority of 80 (out of 100)The event would be inserted into a presidential debates, the debate over space funding, and would draw a stark comparison between Red Bull and their largest rival Monster Energy, would be sued days later for a wrongful death claim.Can’t afford something this big? Did you know Red Bull got sponsors to help out? http://www.redbullstratos.com/partners-supporters/
  • This really should go under real time or near-real time marketing. On October 19th, 5 days after Felix Baumgartner had plummeted from a height of 128,000 feet, Slim Jim, sponsored a gimmick on Conan O’brien’s show for the “world’s shortest freefall”. A daredevil identified as Alex Brenner was said to be suspended 4 inches, or almost 102 millimeters.The gimmick made it as a GIF to Reddit’s front page, the Conan video received 2,200 shares on facebook, 304 comments, 103 tweets, and 59 google+ sharesThe video received 2,940,925 views on YouTubeThe GIF received 1,859,131 views on ImgurThe gimmick was covered by Buzzfeed, Mashable, BusinessInsider, Gizmodo, and the HuffingtonPost – along with countless small forums, video, and humor websites.See the video here: http://teamcoco.com/video/conan-exclusive-worlds-shortest-freefallSee the GIF here: http://imgur.com/6fAGg
  • Paid Discovery on Stumbleupon is incredibly inexpensive ($0.10 / view in most cases) and can get your content into view of people who want to talk about it.In a recent case study I purchased 500 stumbles for an infographic.In the end the infographic received 580 stumbles, and garnered at least 1 link at a total cost of $50Stumbleupon paid discovery gives you a score between 0% - 100%. A 100% score means your content is awesome.Organic stumbles occur when someone who was paid to stumble your content promotes it within the system and their friends / others view it from that.With the organic stumbles the cost per view effectively dropped to $0.086 instead of $0.10.
  • Theinfographic was found to be on websites with good to really good domain authorities such asSite 1: DA 33Site 2: DA 64Site 3: DA 45Site 4: DA 54
  • I just got this information a few days prior to Pubcon Austin. I hope to have more information and a case study by Pubcon New Oreleans in April.
  • I just got this information a few days prior to Pubcon Austin. I hope to have more information and a case study by Pubcon New Oreleans in April.
  • Q and A With Imgur’s COO Matt Strader on the upcoming Imgur sponsored ads portalQ: What does a sponsored post come with?Matt: Each sponsored post can have a title, lead-in, content (the image), and an additional area for commentary and external links.Q: You mentioned links, do you happen to have an idea what the click-through rate is?Matt: In our testing so far the external links have shown about a 0.2% CTR.Q: Where does the sponsored image appear?Matt: On our homepage, the sponsored image appears as the first item in the top left hand corner. The gallery (and homepage) see about 40% of our traffic to the website. So this is in a great location, in a highly trafficked area.Q: Will there be geo targeting? Matt: Yes, will be available soon. in testing now.Q: Will there be a self-serve version? Matt: Yes, hopefully this is completed by the end of Q1, beginning of Q2Q: Will there be any form of psychographic targeting? Matt: Yes based on content viewed on imgur and reddit such as sub-reddits a user has subscribed to.Q: Will there be an Analytics portal?Matt: Yes, we will provide a portal that shows all of the metrics for the campaign.Q: What kind of metrics will be shown? Matt: That is still in the works, Goals could be # of unique users who have viewed the sponsored post, or other actions taken. (mentioned possible call tracking, click tracking, text box for embed codes, etc.. All as possibilities but nothing certain just yet.)Q: What does it cost to be a sponsored post?Matt: Right now about $15,000 - $25,000 depending on the campaign. When the self service portal opens up this will become more affordable for smaller businesses. The likely rate would be $0.10 / view. (that’s the same as Stumbleupon paid stumbles)Q: Mobile is heating up and becoming a big talking point, how does this react in mobile?Matt: We are building a new mobile website right now. When users visit the home page on the mobile version, the sponsored post will be front and center, if they haven’t already seen it. The goal is to more closely emulate the desktop experience on mobile devices.Q: Anything else?Matt: Yeah, we can add in Stipple codes right now free of charge and in the future whatever Stipple charges. These allow you to embed videos, maps, and other things in the image itself making it interactive for the user. We’re trying to make this as fun and engaging for users as possible and provide the right metrics and marketing uses for businesses to accomplish their goals. We’re really hoping business create unique, interesting, and fun content to help promote their products, services, etc.. Since the system is going to be tailored to specific users and only show the sponsored post to a unique user, we think we’ll provide more value to our advertisers without upsetting the user base.
  • Pubcon Austin 2013: Using Social Networks to Create, Distribute, and Kick-Ass at Content

    1. 1. Presentation Title HereUsing Social Networks to Tony WrightCreate,Founder, Wright IMC and Kick-Ass at Content CEO & Distribute, Joe Youngblood Senior SEO Strategist
    2. 2. Social + Content = SEO
    3. 3. Creating Content
    4. 4. Creating Content: Use Your Tools
    5. 5. Creating Content: Your target audience… listen to them
    6. 6. Seriously, LISTEN.
    7. 7. Creating Content: Competitors, spy on them
    8. 8. Boring Industry?Content creation is not THAT hard
    9. 9. Example: Veterinarians
    10. 10. 2,000+ upvotes, front page of Reddit
    11. 11. Example: Geek Culture & Easter Egg
    12. 12. Example: Geek Culture & Easter Egg
    13. 13. Example: Geek Culture & Easter Egg
    14. 14. Example: Geek Culture & Easter Egg
    15. 15. Example: Geek Culture & Easter Egg
    16. 16. Facebook Graph Search: Use for ContentDOMINATION
    17. 17. Graph Search Mission: Conquer Old Spice
    18. 18. Facebook Graph Search: This is useless…
    19. 19. Facebook Graph Search: But wait.. There’smore
    20. 20. Facebook Graph Search: Oh, this looksinteresting.
    21. 21. Facebook Graph Search: ……… I did someresearch here, sorry I can’t show that. Sohere’s a cat with a beer on its head
    22. 22. Facebook Graph Search: Mother. Of. God.
    23. 23. Facebook Graph Search: How the resultsare organized
    24. 24. Facebook Graph Search: Excel at it
    25. 25. Facebook Graph Search: Getting YourCompetitors Fans’ Attention…
    26. 26. Do A Space Dive
    27. 27. Do A Space Dive
    28. 28. Can’t Do a Space Dive?Do an Anti-Space Dive
    29. 29. I don’t have time for this, find me after thesession if you are interested in:Real Time Content Marketing• Oreos• Burger King• MTV
    30. 30. Content Distribution: Make it fly
    31. 31. Content Distribution: If you’re not buying adson social networks…
    32. 32. Paid Content Promotion: Stumbleupon
    33. 33. Paid Content Promotion: Reddit Ads
    34. 34. Paid Content Promotion: Reddit Results 1
    35. 35. Paid Content Promotion: Reddit Results 2
    36. 36. Paid Content Promotion: Before
    37. 37. Paid Content Promotion: After
    38. 38. BONUS! BREAKING! NEW!
    39. 39. BONUS! BREAKING! NEW!• Imgur.com, a popular image hosting site, just quietly rolled out sponsored image posts on their new home page.• Reaches 3.8billion views per month• $0.10/view of your image• Currently need $10k to $15k – Will be flexible• Self-serve portal coming at end of March
    40. 40. QnA With Imgur’s Matt
    41. 41. What About Outreach? Not in this session…Campaign Development for Content Marketingat 1:30 w/ Jenneva Vargas, Steve Floyd, &Christina Zila
    42. 42. FINSTAY IN CONTACTmore aweseness tocome from theWrightIMC teamTwitter:@YoungbloodJoeBlog:WrightIMC.com/blog
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