Making	  Content	  Social	  Arvind	  Sethumadhavan|	  1st	  March	  2012	                                                 ...
Bit	  about	  Isobar	  and	  me	  •  Isobar-­‐	  a	  modern	  communica:ons	  agency	  with	  presence	  in	  11	     ci:e...
Making	  Content	  Social	  -­‐	  Se8ng	  3	  wheels	  in	  mo<on	                                                    3)	 ...
Se8ng	  3	  wheels	  in	  mo<on	                                                3)	                                       ...
Conversa<ons	  are	  the	  New	  Marke<ng	  	  	                                                              5	  
Brand	  Social	  Currency	  Brand	  Loyalty	                         Social	  Currency	  	   Source : Whitepaper by Vivald...
ShiE	  your	  thinking	                       Brands	       Targets	                     AVen:on	       Advocacy	         ...
Se8ng	  3	  wheels	  in	  mo<on	                                                3)	                                       ...
Surge	  media	  cri<cal	  for	  mass	  awareness	                                 SOURCE : Visible Measures Database	     ...
Se8ng	  3	  wheels	  in	  mo<on	                                                3)	                                       ...
SEARCH	  EVOLUTION	                             • Search	  as	  we	  have	  known	  it	  since	  the	  dawn	  of	  the	  T...
REAL-TIME SEARCH	12	  
INSTANT SEARCH	                    13	  
SOCIAL SEARCH	                   14	  
SEARCH	  AND	  SOCIAL	                       “Endorsement”	                              “Advocacy”	                    NO...
THE	  NEW	  QUESTION	       HOW	  DOES	  YOUR	  BRAND	        PERFORM	  IN	  REAL-­‐TIME	           SOCIAL	  SEARCH?     	...
• pictures	  in	  Flickr,	  Instagram,	  Pinterest	                          • videos	  on	  YouTube	  Social	  objects	  ...
UGC	  AS	  SOCIAL	  OBJECTS	                                       18	  
Social	  media	  op<miza<on	  (SMO)	  	  The	  distribu<on	  of	  social	  objects	  and	   their	  ability	  to	  rise	  ...
SYNDICATION	  IS	  KEY	         SOURCE : Brian Solis thought leadership content	                                          ...
AND	  SO	  IS	  BRINGING	  POSITIVE	  SOCIAL	  OBJECTS	  ONTO	  OWNED	  MEDIA	                                            ...
AND	  SO	  IS	  BRINGING	  POSITIVE	  SOCIAL	  OBJECTS	  ONTO	  OWNED	  MEDIA	                                            ...
EVENTUALLY	  GENERATING	  VALUABLE	  SOCIAL	  BRAND	  CURRENCY	                  SOURCE : Nielsen BuzzMetrics’ Brand Assoc...
Bringing	  people	  and	  brands	  together	  like	  never	  before	  Thanks	  very	  much!	                              ...
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AdMonsters SE Asia SG-

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AdMonsters SE Asia SG-

  1. 1. Making  Content  Social  Arvind  Sethumadhavan|  1st  March  2012   1  
  2. 2. 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  
  3. 3. Making  Content  Social  -­‐  Se8ng  3  wheels  in  mo<on   3)   Findability     2)   Seeding   1)  Crea<ng   Shareworthy   content   3  
  4. 4. Se8ng  3  wheels  in  mo<on   3)   Findability     2)   Seeding   1)  Crea<ng   Shareworthy   content   4  
  5. 5. Conversa<ons  are  the  New  Marke<ng       5  
  6. 6. Brand  Social  Currency  Brand  Loyalty   Social  Currency     Source : Whitepaper by Vivaldi Partners ‘Social Currency’ http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html 6  
  7. 7. ShiE  your  thinking   Brands   Targets   AVen:on   Advocacy   Content   Content     Crea:on   Co-­‐crea:on   7  
  8. 8. Se8ng  3  wheels  in  mo<on   3)   Findability     2)   Seeding   1)  Crea<ng   Shareworthy   content   8  
  9. 9. Surge  media  cri<cal  for  mass  awareness   SOURCE : Visible Measures Database 9  
  10. 10. Se8ng  3  wheels  in  mo<on   3)   Findability     2)   Seeding   1)  Crea<ng   Shareworthy   content   10  
  11. 11. 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  
  12. 12. REAL-TIME SEARCH 12  
  13. 13. INSTANT SEARCH 13  
  14. 14. SOCIAL SEARCH 14  
  15. 15. SEARCH  AND  SOCIAL   “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base 15  
  16. 16. THE  NEW  QUESTION   HOW  DOES  YOUR  BRAND   PERFORM  IN  REAL-­‐TIME   SOCIAL  SEARCH?   16  
  17. 17. • 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  
  18. 18. UGC  AS  SOCIAL  OBJECTS   18  
  19. 19. 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  
  20. 20. SYNDICATION  IS  KEY   SOURCE : Brian Solis thought leadership content 20  
  21. 21. AND  SO  IS  BRINGING  POSITIVE  SOCIAL  OBJECTS  ONTO  OWNED  MEDIA   21  
  22. 22. AND  SO  IS  BRINGING  POSITIVE  SOCIAL  OBJECTS  ONTO  OWNED  MEDIA   22  
  23. 23. EVENTUALLY  GENERATING  VALUABLE  SOCIAL  BRAND  CURRENCY   SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM) 23  
  24. 24. Bringing  people  and  brands  together  like  never  before  Thanks  very  much!   24  
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