East Coast Media Presentation -

from WoM to WoW
because no one really gives a **** what brands say…but people value what we do
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Overview
How did we get here
Types of people:
Advocates
Adorers
Admirers
Speak their language
Tools
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3 Types of people
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3 Types of people
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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
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Focus...

Where and who are Brand Advocates
Who are brand/topic/content:
Adopters
Adorers
Advocates
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Brand Advocates
What language do they use?
Don't be subjective ... Be open minded...
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We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives
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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)
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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

Take the word ‘coffee’ as a search term
How many searches per day world wide?
How many competing pages?

The term ‘Coffee’ is very generic... ‘Short tail>
But there are ways to make your content rank by being specific
Welcome to Longtail ...

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
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it doesn't matter what I do......but make what you do profound!
@LeeSmallwood
http://facebook.com/lsmallwood
http://digitalflares.com
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