Making Content Social Arvind Sethumadhavan| 1st March 2012 1
Bit about Isobar and me • Isobar-‐ a modern communica:ons agency with presence in 11 ci:es across APAC • part of Aegis Group PLC • campaign Asia Paciﬁc Digital Agency of the Year 2011 • Me – Lived in India, HK, China, Malaysia and SQ. Professional experience covers Market research, Media, Marke:ng analy:cs and Digital with focus now on Social Media • passionate about data and all things digital 2
Making Content Social -‐ Se8ng 3 wheels in mo<on 3) Findability 2) Seeding 1) Crea<ng Shareworthy content 3
SEARCH EVOLUTION • Search as we have known it since the dawn of the Tradi:onal web Real-‐:me • Content is discoverable as it is uploaded online • Shows results as you type, saves 2-‐5 seconds per Instant search • Inclusion of ac:vity and content from your social Social graph to your search Social Network • Search within a social network 11
SEARCH AND SOCIAL “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base 15
THE NEW QUESTION HOW DOES YOUR BRAND PERFORM IN REAL-‐TIME SOCIAL SEARCH? 16
• pictures in Flickr, Instagram, Pinterest • videos on YouTube Social objects • likes, check-‐ins etc in Facebook are the • bookmarks in Delicious catalysts to • reviews in Yelp, Hungrygowhere • subject maXer in Ning conversa:ons • thoughts shared in blogs • endorsements on TwiXer 17
Social media op<miza<on (SMO) The distribu<on of social objects and their ability to rise to the top of any related search query, where and when its performed. SEO + SMO : Ampliﬁed ﬁndability in the tradi<onal and social web 19
SYNDICATION IS KEY SOURCE : Brian Solis thought leadership content 20
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA 21
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA 22
EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM) 23
Bringing people and brands together like never before Thanks very much! 24
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