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East Coast Media Presentation -
 

East Coast Media Presentation -

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This presentation was delivered at East Cost Media in

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    East Coast Media Presentation - East Coast Media Presentation - Presentation Transcript

    • from WoM to WoW
      because no one really gives a **** what brands say…but people value what we do
      1
    • Overview
      How did we get here
      Types of people:
      Advocates
      Adorers
      Admirers
      Speak their language
      Tools
      2
    • 3
    • 3 Types of people
      4
    • 3 Types of people
      5
    • But who are they?
      Brand adopters - customers / clients satisfied enough with product / service to buy regularly buy
      Brand adorers - customers / clients particularly happy and display a high degree of affinity and loyalty
      Brand advocates - customers / clients so satisfied that they are prepared to proselytise for you
      6
    • 7
    • 8
    • 9
      Focus...
    • Where and who are Brand Advocates
      Who are brand/topic/content:
      Adopters
      Adorers
      Advocates
      10
    • Brand Advocates
      What language do they use?
      Don't be subjective ... Be open minded...
      11
    • We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives
      12
    • Finding Online Brand Advocates
      Who are the key influencers - or
      'We-fluencers' - top 1% of the top 10%
      Do you know them?
      Chat to them (DON’T SELL)
      13
    • Refreshing: content, consistently
    • Refreshing: content, consistently
      Have a plan
      Don’t publish just for the sake of publishing
      Be authentic
      Be original
      Add to the conversation – don’t duplicate!
    • Make a statement
    • Make a statement
      But if you’re arguing a point – make sure you’re 110% correct – or it will bite you on the arse
      Comment exchanges (blogs, forums, twitter etc) will make you stand out within search results
      This can be both good and bad – choose wisely when its best to walk away
    • Not all words are equal
    • Not all words are equal
      Take the word ‘coffee’ as a search term
      How many searches per day world wide?
      How many competing pages?
    • Not all words are equal
      The term ‘Coffee’ is very generic... ‘Short tail>
      But there are ways to make your content rank by being specific
      Welcome to Longtail ...
    • Not all words are equal
      But many competing pages
      But by applying filters you can find topics in a competitive space that will be easier to rank (be found for) and best time of year to post content
      = most effective use of time and resources
    • Each web page/article is a doorway
    • Web content
      In order to have what you write read – or more importantly – found...
      ... You need to:
      Understand what language they use – not what you want you would like them to use
      This is in 2 parts
    • Web Content- historical
      E.g. - Google Keyword Tool
      • Wordtracker
      • Majestic SEO (paid)
      • Use several to get best understanding
      Search Data
      (historical)
    • Web Content: Real time conversations
      Real Time Conversations
      (web 2.0)
      E.g. Twitter search, technorati etc
    • The overlapping Keywords are generally what’s topical
      Keyword
      Search Data
      (historical)
      Keyword
      Real Time Conversations
      (web 2.0)
    • Tools you'll need
      Net vibes
      Klout
      Goolge alerts
      Google trends
      30
    • it doesn't matter what I do......but make what you do profound!
      @LeeSmallwood
      http://facebook.com/lsmallwood
      http://digitalflares.com
      35