from WoM to WoW<br />because no one really gives a **** what brands say…but people value what we do <br />1<br />
Overview<br />How did we get here<br />Types of people: <br />Advocates<br />Adorers<br />Admirers<br />Speak their langua...
3<br />
3 Types of people<br />4<br />
3 Types of people<br />5<br />
But who are they?<br />Brand adopters - customers / clients satisfied enough with product / service to buy regularly buy<b...
7<br />
8<br />
9<br />Focus...<br />
Where and who are Brand Advocates<br />Who are brand/topic/content:<br />Adopters<br />Adorers<br />Advocates<br />10<br />
Brand Advocates<br />What language do they use?<br />Don't be subjective ... Be open minded...<br />11<br />
We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives<br />12<br />
Finding Online Brand Advocates<br />Who are the key influencers - or <br />'We-fluencers' - top 1% of the top 10%<br />Do ...
Refreshing: content, consistently<br />
Refreshing: content, consistently<br />Have a plan<br />Don’t publish just for the sake of publishing<br />Be authentic<br...
Make a statement<br />
Make a statement<br />But if you’re arguing a point – make sure you’re 110% correct – or it will bite you on the arse<br /...
Not all words are equal<br />
Not all words are equal<br />Take the word ‘coffee’ as a search term<br />How many searches per day world wide?<br />How m...
Not all words are equal<br />The term ‘Coffee’ is very generic... ‘Short tail><br />But there are ways to make your conten...
Not all words are equal<br />But many competing pages<br />But by applying filters you can find topics in a competitive sp...
Each web page/article is a doorway<br />
Web content<br />In order to have what you write read – or more importantly – found...<br />... You need to:<br />Understa...
Web Content- historical<br />E.g. - Google Keyword Tool<br /><ul><li>Wordtracker
Majestic SEO (paid)
Use several to get best understanding</li></ul>Search Data<br />(historical)<br />
Web Content: Real time conversations<br />Real Time Conversations<br />(web 2.0)<br />E.g. Twitter search, technorati etc<...
The overlapping Keywords are generally what’s topical<br />Keyword<br />Search Data<br />(historical)<br />Keyword<br />Re...
Tools you'll need<br />Net vibes<br />Klout<br />Goolge alerts<br />Google trends<br />30<br />
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East Coast Media Presentation -

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East Coast Media Presentation -

  1. 1. from WoM to WoW<br />because no one really gives a **** what brands say…but people value what we do <br />1<br />
  2. 2. Overview<br />How did we get here<br />Types of people: <br />Advocates<br />Adorers<br />Admirers<br />Speak their language<br />Tools<br />2<br />
  3. 3. 3<br />
  4. 4. 3 Types of people<br />4<br />
  5. 5. 3 Types of people<br />5<br />
  6. 6. But who are they?<br />Brand adopters - customers / clients satisfied enough with product / service to buy regularly buy<br />Brand adorers - customers / clients particularly happy and display a high degree of affinity and loyalty<br />Brand advocates - customers / clients so satisfied that they are prepared to proselytise for you<br />6<br />
  7. 7. 7<br />
  8. 8. 8<br />
  9. 9. 9<br />Focus...<br />
  10. 10. Where and who are Brand Advocates<br />Who are brand/topic/content:<br />Adopters<br />Adorers<br />Advocates<br />10<br />
  11. 11. Brand Advocates<br />What language do they use?<br />Don't be subjective ... Be open minded...<br />11<br />
  12. 12. We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives<br />12<br />
  13. 13. Finding Online Brand Advocates<br />Who are the key influencers - or <br />'We-fluencers' - top 1% of the top 10%<br />Do you know them?<br />Chat to them (DON’T SELL)<br />13<br />
  14. 14. Refreshing: content, consistently<br />
  15. 15. Refreshing: content, consistently<br />Have a plan<br />Don’t publish just for the sake of publishing<br />Be authentic<br />Be original<br />Add to the conversation – don’t duplicate!<br />
  16. 16. Make a statement<br />
  17. 17. Make a statement<br />But if you’re arguing a point – make sure you’re 110% correct – or it will bite you on the arse<br />Comment exchanges (blogs, forums, twitter etc) will make you stand out within search results<br />This can be both good and bad – choose wisely when its best to walk away<br />
  18. 18. Not all words are equal<br />
  19. 19. Not all words are equal<br />Take the word ‘coffee’ as a search term<br />How many searches per day world wide?<br />How many competing pages?<br />
  20. 20.
  21. 21. Not all words are equal<br />The term ‘Coffee’ is very generic... ‘Short tail><br />But there are ways to make your content rank by being specific<br />Welcome to Longtail ...<br />
  22. 22.
  23. 23. Not all words are equal<br />But many competing pages<br />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<br />= most effective use of time and resources<br />
  24. 24.
  25. 25. Each web page/article is a doorway<br />
  26. 26. Web content<br />In order to have what you write read – or more importantly – found...<br />... You need to:<br />Understand what language they use – not what you want you would like them to use<br />This is in 2 parts<br />
  27. 27. Web Content- historical<br />E.g. - Google Keyword Tool<br /><ul><li>Wordtracker
  28. 28. Majestic SEO (paid)
  29. 29. Use several to get best understanding</li></ul>Search Data<br />(historical)<br />
  30. 30. Web Content: Real time conversations<br />Real Time Conversations<br />(web 2.0)<br />E.g. Twitter search, technorati etc<br />
  31. 31. The overlapping Keywords are generally what’s topical<br />Keyword<br />Search Data<br />(historical)<br />Keyword<br />Real Time Conversations<br />(web 2.0)<br />
  32. 32. Tools you'll need<br />Net vibes<br />Klout<br />Goolge alerts<br />Google trends<br />30<br />
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37. it doesn't matter what I do......but make what you do profound!<br />@LeeSmallwood<br />http://facebook.com/lsmallwood<br />http://digitalflares.com<br />35<br />
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