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Online Marketing Summit<br />Minneapolis, MN (#OMSMIN) | June 25, 2010<br />Relevant Content is King:<br />How to Improve ...
WELCOME TO ONE OF #OMSMIN’S MOST VALUABLE SESSIONS!<br />2<br />
MOST TALENTED SPEAKER?<br />3<br />
Unlikely<br />6/25/10<br />4<br />
I’M SO EASY ON THE EYES THAT NO MATTER WHAT COMES OUT OF MY MOUTH, YOU’RE GOING TO LOVE IT?<br />5<br />
definitely NOT<br />6/25/10<br />6<br />
(more like it)<br />6/25/10<br />7<br />
THEN WHY?<br />8<br />
9<br />CONTENT RELEVANCE<br />
Act 1 –The Noise<br />Act 2 – 5 Ways to Break Through<br />Act 3 – Your Homework<br />6/25/10<br />10<br />
11<br />
6/25/10<br />12<br />
Who is a publisher?<br />6/25/10<br />13<br />Jay Baer<br />Convince & Convert<br />@jaybaer<br />
<ul><li>3 trillion web pages indexed by Google
Estimate +50 billion unique
90 trillion emails sent annually
3.5 billion conversations occurring daily
4 billion images on Flickr
2.5 billion images uploaded to Facebook each month
On and on and on and on…</li></ul>6/25/10<br />14<br />Random Content Statistics<br />Sources – pingdom, emarketer, Comsco...
6/25/10<br />15<br />Low barrier to entry<br />(cost efficient)<br />Speedy distribution<br />Mass consumption<br />Tracka...
6/25/10<br />16<br />
6/25/10<br />17<br />   One man’s opinion<br />   Cheap, mass content creation is irrelevant, but it works (today)!<br />
6/25/10<br />18<br />
2 billion internet users world wide perform:<br /><ul><li>2 billion daily searches
3.5 billion daily conversations</li></ul>6/25/10<br />19<br />At the Same Time…Content Demand<br />
6/25/10<br />20<br />Content Supply and Demand<br />
6/25/10<br />21<br />So what’s the problem?  Disconnect <br />
<ul><li>Answer questions
Document experiences
Share with others
Build relationships
Expand knowledgebase</li></ul>6/25/10<br />22<br />The Public: Content Engagement Desires<br />
Build brand and measurable sales (ROI)<br /><ul><li>Search – Noteworthy (links) and visible (indexed)
UX – Actionable (induce desired action)
Content Strategists – Organized and of Quality</li></ul>WHERE’S THE AUDIENCE’S NEEDS?<br />6/25/10<br />23<br />Marketers:...
6/25/10<br />24<br />What Marketers Forget…<br />Topical Inquiries<br />Results<br />
   What is a “search”?  What is a social conversation?<br /><ul><li>A request for content
Performed by real people
Who expect relevant answers</li></ul>6/25/10<br />25<br />…People Want “Relevant” Content<br />
6/25/10<br />26<br />What Marketers Forget…<br />irrelevant<br />relevant<br />
6/25/10<br />27<br />
So, what can one content producer do to compete against the content factories? <br />6/25/10<br />28<br />
   Give ‘em something to chew on!<br />6/25/10<br />29<br />Quality v. Quantity<br />Enough Already!!!<br />
CONTENT STRATEGY for the Web<br />- Learning How to Listen<br />   “No one knows better what your customer needs than your...
Content Strategy Development Process<br />But something’s missing…<br />
Content Strategy Development Process<br />
Content Strategy Development Process<br />
6/25/10<br />34<br />Traditional Ways to Discover Demand<br />
No, it doesn’t require mind expansion, or a bus<br />6/25/10<br />35<br />It’s time to listen, but in a new way…<br />
6/25/10<br />36<br />Tap In To The World’s Largest Focus Group<br />
6/25/10<br />37<br />
<ul><li>Identify customer vernacular
Understand the meaning inquiries
Prioritize your content based on their demand
Package for consumption
Plan for the future</li></ul>6/25/10<br />38<br />How Search and Social Data Can Help<br />
Survey says!<br />6/25/10<br />39<br />Like A Giant Game of Family Feud <br />
Minimum<br /><ul><li>Keyword Research - Google Adwords
Social Research – Technorati, Facebook, twitter, flickr and YouTube (and sometimes LinkedIn)</li></ul>Ideally<br /><ul><li...
Social listening software (like Radian6)</li></ul>6/25/10<br />40<br />The Tools You Need<br />
 CONTENT RELEVANCE TIP #1SPEAK AS YOUR CUSTOMERS DO<br />41<br />
6/25/10<br />42<br />
6/25/10<br />43<br />Oral Health v. Dental Health<br />@icrossing<br />“connected brands”<br />2005: DENTAL HEALTH/CARE 5X...
6/25/10<br />44<br />   What if we used search demand to inform content and brand?<br /><ul><li>Increase visibility
Improve traffic
Improve conversions
Make deeper connections
Influence conversations</li></ul>All by improving relevance<br />
Little did I know…<br />6/25/10<br />45<br />“TV” or “Television?”<br />Bill Hunt<br />Back Azimuth Consulting<br />@billh...
What’s New?  Social<br />6/25/10<br />46<br />
   ALIGN YOUR VERNACULAR WITH THAT OF YOUR CUSTOMERS’ ACROSS ALL FORMS OF COMMUNICATION<br />6/25/10<br />47<br />Key Take...
 CONTENT RELEVANCE TIP #2UNDERSTAND THE INQUIRY<br />48<br />
Great, but what do they want?<br />6/25/10<br />49<br />“TV” or “Television?”<br />“TV” monthly search volume of 277M<br /...
They LOVE the Latest and Greatest<br />6/25/10<br />50<br />Katie Van Domelen<br />Off Madison Ave<br />Social Media Manag...
What does that mean for content creation?<br />6/25/10<br />51<br />Understanding inquiry context provides the data needed...
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Online Marketing Summit Phoenix - Improving content relevance through social and search data mining - content strategy - mike corak - ethology

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Relevant Content is King - How to Improve Your Content's Relevance, and In-Turn, Your Marketing Results, Through Search and Social Data Mining

Delivered at the Online Marketing Summit in Phoenix, May 2010, and Minneapolis, June 2010
By mining search and social data to understand content demand, content strategists, digital strategists, and brand strategists, as well as UX and PR professionals, can use these findings to improve the relevance of their communications, and there, measurably improve the results of their efforts. See how this collected "customer intelligence" dramatically effects organization's communications.

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  • I’m going to show you how you can use data you’re already mining to improve the relevance and impact of the content you’re creatingSo let’s get goingWELCOME TO OMS PHX’S MOST VALUABLE PRESENTATION!- Is it because I’m the best speaker? Far from it- Is it because I’m so pleasing on the eyes that you’ll be hypnotized? Please I’m not sure if this will be today’s best session, but I think it’ll be worth your time because I’m going to arm you with some things about to help you make the content your producing as valuable to your audiences as possible using common tools you probably already are using. So let’s get going – AND BEGIN:
  • What’s with all the noise?
  •  - My good buddy Jay Baer (Mighty Interactive, Convince &amp; Convert) has a portion of his presentation where he talks about content producing and I’m borrowing this piece. RAISE YOUR HAND IF YOU’RE A CONTENT PRODUCER?- Keep your hands up as I run through some questions…Who in the room has created website content?Who has posted a blog?Who has commented on a blog?Who has created a video and posted it on the web?Who has tweeted?Who has posted a comment on Facebook?Who has created a LinkedIn profile?Ever reviewed a restaurant?Ever rated a product-Well guess what, it’s time to update your resume because – YOU’VE PRODUCED CONTENT!
  • That’s a lot of content!!!!TONS OF CONTENT BEING PRODUCED EVERYDAYTruth is, the barrier to entry for creating content is low and getting lowerWeb 2.0 has been here for some time, and it’s all about user generated contentAnyone can setup a Posterous blog and be contributing in minutesAsk any journalist (Huffington Post)While wonderful (show all the useful sites), there are some drawbacks
  • For marketersProsCost efficient productionEasy to distributeConsLots of noise!!!Lots of noise!! DRAWBACK – LOTS OF CONTENT BEING CREATED EVERYDAY!With the amount of content being created, there’s a lot of noise and information to sift throughMost of this content will never be found, much less consumedWhat’s the point of that?
  • CONTENT PRODUCTION IS BIG BIZ – AND THERE’S MORE COMING!!!
  • More content than ever before – more content coming
  • AT THE SAME TIME, PEOPLE ARE LOOKING FOR CONTENT AT EVER INCREASING RATESWhile all this content creation is going on, there’s also people looking for content at an ever-growing rate!Searches – need a statSocial media members and usageMotivation is to find out What do they have in common?Whether through the lens of the open web or closed networks and friends, they are all people looking for content. They are all looking for answers to a question they have!
  • Content being produced doesn’t align with the content that’s in demandProve it (need something)Why?
  • SO, WHAT REALLY MAKES CONTENT VALUABLE?Search people - Content that is found, and that those will link to (visible and noteworthy)UX - Content that those will induce the desired action (Actionable)Content Strategists – content is useful and usable (Quality) All are important. But when it comes down to it, relevant content, or content that best meets demand connecting the publice’s interest with the answers to the questions they have, will rise to the top and be visible, by being noteworthy, and usable by meeting demand, all by nature, and will therefore have the best chance to produce the desired result (actionable).Content is King – But Relevant Content Rules
  • Creating content for People to consume first Not resultsReal people not statisticsThey have real questions and inquiries – not just REAL people not statisticsREAL questions they’d like answeredLooking for contentStating their demand
  • What does this user expect when they search for a social media conference in Phoenix? A conference in seattle? Or maybe, a conference in Phoenix?
  • Real people not statisticsThey have real questions and inquiries – not just REAL people not statisticsREAL questions they’d like answeredLooking for contentStating their demand
  • What’s with all the noise?
  • Stop pumping out hot dogs, give ‘em something to chew on!Today’s game, coverage - tomorrow’s game, quality
  •  - My good buddy Jay Baer (Mighty Interactive, Convince &amp; Convert) has a portion of his presentation where he talks about content producing and I’m borrowing this piece. RAISE YOUR HAND IF YOU’RE A CONTENT PRODUCER?- Keep your hands up as I run through some questions…Who in the room has created website content?Who has posted a blog?Who has commented on a blog?Who has created a video and posted it on the web?Who has tweeted?Who has posted a comment on Facebook?Who has created a LinkedIn profile?Ever reviewed a restaurant?Ever rated a product-Well guess what, it’s time to update your resume because – YOU’VE PRODUCED CONTENT!
  • Improved results – content impacts the results of other things – more search traffic, increased consumption, virility, and yes, eventually conversions!!!
  • Identifies demand
  • Show samples of this!!!!
  • My first exposure Even after spending all this $$$ to brand “oral health” it still only represents half the traffic volume
  •  - My good buddy Jay Baer (Mighty Interactive, Convince &amp; Convert) has a portion of his presentation where he talks about content producing and I’m borrowing this piece. RAISE YOUR HAND IF YOU’RE A CONTENT PRODUCER?- Keep your hands up as I run through some questions…Who in the room has created website content?Who has posted a blog?Who has commented on a blog?Who has created a video and posted it on the web?Who has tweeted?Who has posted a comment on Facebook?Who has created a LinkedIn profile?Ever reviewed a restaurant?Ever rated a product-Well guess what, it’s time to update your resume because – YOU’VE PRODUCED CONTENT!
  • What’s with all the noise?
  • Transcript of "Online Marketing Summit Phoenix - Improving content relevance through social and search data mining - content strategy - mike corak - ethology"

    1. 1. Online Marketing Summit<br />Minneapolis, MN (#OMSMIN) | June 25, 2010<br />Relevant Content is King:<br />How to Improve Your Content's Relevance, and In-Turn, Your Marketing Results, Through Search and Social Data Mining<br />Mike CorakVice President of StrategyTallwave <br />1<br />
    2. 2. WELCOME TO ONE OF #OMSMIN’S MOST VALUABLE SESSIONS!<br />2<br />
    3. 3. MOST TALENTED SPEAKER?<br />3<br />
    4. 4. Unlikely<br />6/25/10<br />4<br />
    5. 5. I’M SO EASY ON THE EYES THAT NO MATTER WHAT COMES OUT OF MY MOUTH, YOU’RE GOING TO LOVE IT?<br />5<br />
    6. 6. definitely NOT<br />6/25/10<br />6<br />
    7. 7. (more like it)<br />6/25/10<br />7<br />
    8. 8. THEN WHY?<br />8<br />
    9. 9. 9<br />CONTENT RELEVANCE<br />
    10. 10. Act 1 –The Noise<br />Act 2 – 5 Ways to Break Through<br />Act 3 – Your Homework<br />6/25/10<br />10<br />
    11. 11. 11<br />
    12. 12. 6/25/10<br />12<br />
    13. 13. Who is a publisher?<br />6/25/10<br />13<br />Jay Baer<br />Convince & Convert<br />@jaybaer<br />
    14. 14. <ul><li>3 trillion web pages indexed by Google
    15. 15. Estimate +50 billion unique
    16. 16. 90 trillion emails sent annually
    17. 17. 3.5 billion conversations occurring daily
    18. 18. 4 billion images on Flickr
    19. 19. 2.5 billion images uploaded to Facebook each month
    20. 20. On and on and on and on…</li></ul>6/25/10<br />14<br />Random Content Statistics<br />Sources – pingdom, emarketer, Comscore, Google, Facebook<br />
    21. 21. 6/25/10<br />15<br />Low barrier to entry<br />(cost efficient)<br />Speedy distribution<br />Mass consumption<br />Trackable<br />Lots of Noise<br />Quality is not a priority<br />Untargeted<br />
    22. 22. 6/25/10<br />16<br />
    23. 23. 6/25/10<br />17<br /> One man’s opinion<br /> Cheap, mass content creation is irrelevant, but it works (today)!<br />
    24. 24. 6/25/10<br />18<br />
    25. 25. 2 billion internet users world wide perform:<br /><ul><li>2 billion daily searches
    26. 26. 3.5 billion daily conversations</li></ul>6/25/10<br />19<br />At the Same Time…Content Demand<br />
    27. 27. 6/25/10<br />20<br />Content Supply and Demand<br />
    28. 28. 6/25/10<br />21<br />So what’s the problem? Disconnect <br />
    29. 29. <ul><li>Answer questions
    30. 30. Document experiences
    31. 31. Share with others
    32. 32. Build relationships
    33. 33. Expand knowledgebase</li></ul>6/25/10<br />22<br />The Public: Content Engagement Desires<br />
    34. 34. Build brand and measurable sales (ROI)<br /><ul><li>Search – Noteworthy (links) and visible (indexed)
    35. 35. UX – Actionable (induce desired action)
    36. 36. Content Strategists – Organized and of Quality</li></ul>WHERE’S THE AUDIENCE’S NEEDS?<br />6/25/10<br />23<br />Marketers: What Makes Content Valuable<br />
    37. 37. 6/25/10<br />24<br />What Marketers Forget…<br />Topical Inquiries<br />Results<br />
    38. 38. What is a “search”? What is a social conversation?<br /><ul><li>A request for content
    39. 39. Performed by real people
    40. 40. Who expect relevant answers</li></ul>6/25/10<br />25<br />…People Want “Relevant” Content<br />
    41. 41. 6/25/10<br />26<br />What Marketers Forget…<br />irrelevant<br />relevant<br />
    42. 42. 6/25/10<br />27<br />
    43. 43. So, what can one content producer do to compete against the content factories? <br />6/25/10<br />28<br />
    44. 44. Give ‘em something to chew on!<br />6/25/10<br />29<br />Quality v. Quantity<br />Enough Already!!!<br />
    45. 45. CONTENT STRATEGY for the Web<br />- Learning How to Listen<br /> “No one knows better what your customer needs than your customer.”<br />6/25/10<br />30<br />Understand Your Audiences<br />Kristina Halvorson<br />Brain Traffic<br />@halvorson<br />Author – CONTENT STRATEGY<br />
    46. 46. Content Strategy Development Process<br />But something’s missing…<br />
    47. 47. Content Strategy Development Process<br />
    48. 48. Content Strategy Development Process<br />
    49. 49. 6/25/10<br />34<br />Traditional Ways to Discover Demand<br />
    50. 50. No, it doesn’t require mind expansion, or a bus<br />6/25/10<br />35<br />It’s time to listen, but in a new way…<br />
    51. 51. 6/25/10<br />36<br />Tap In To The World’s Largest Focus Group<br />
    52. 52. 6/25/10<br />37<br />
    53. 53. <ul><li>Identify customer vernacular
    54. 54. Understand the meaning inquiries
    55. 55. Prioritize your content based on their demand
    56. 56. Package for consumption
    57. 57. Plan for the future</li></ul>6/25/10<br />38<br />How Search and Social Data Can Help<br />
    58. 58. Survey says!<br />6/25/10<br />39<br />Like A Giant Game of Family Feud <br />
    59. 59. Minimum<br /><ul><li>Keyword Research - Google Adwords
    60. 60. Social Research – Technorati, Facebook, twitter, flickr and YouTube (and sometimes LinkedIn)</li></ul>Ideally<br /><ul><li>Your keyword research tool of choice
    61. 61. Social listening software (like Radian6)</li></ul>6/25/10<br />40<br />The Tools You Need<br />
    62. 62. CONTENT RELEVANCE TIP #1SPEAK AS YOUR CUSTOMERS DO<br />41<br />
    63. 63. 6/25/10<br />42<br />
    64. 64. 6/25/10<br />43<br />Oral Health v. Dental Health<br />@icrossing<br />“connected brands”<br />2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!<br />2010: 2x<br />
    65. 65. 6/25/10<br />44<br /> What if we used search demand to inform content and brand?<br /><ul><li>Increase visibility
    66. 66. Improve traffic
    67. 67. Improve conversions
    68. 68. Make deeper connections
    69. 69. Influence conversations</li></ul>All by improving relevance<br />
    70. 70. Little did I know…<br />6/25/10<br />45<br />“TV” or “Television?”<br />Bill Hunt<br />Back Azimuth Consulting<br />@billhunt<br />“Voice of the Customer”<br />Search Engine Marketing, Inc. Co-Author<br />“TV” monthly search volume of 277M<br />“Television” monthly search volume 13M<br />
    71. 71. What’s New? Social<br />6/25/10<br />46<br />
    72. 72. ALIGN YOUR VERNACULAR WITH THAT OF YOUR CUSTOMERS’ ACROSS ALL FORMS OF COMMUNICATION<br />6/25/10<br />47<br />Key Takeaway #1<br />
    73. 73. CONTENT RELEVANCE TIP #2UNDERSTAND THE INQUIRY<br />48<br />
    74. 74. Great, but what do they want?<br />6/25/10<br />49<br />“TV” or “Television?”<br />“TV” monthly search volume of 277M<br />“Television” monthly search volume 13M<br />
    75. 75. They LOVE the Latest and Greatest<br />6/25/10<br />50<br />Katie Van Domelen<br />Off Madison Ave<br />Social Media Manager<br />@ktvan<br />www.socialmedialand.net<br />
    76. 76. What does that mean for content creation?<br />6/25/10<br />51<br />Understanding inquiry context provides the data needed to inform the content’s subject matter:<br /><ul><li> Use “TV” over “Television” according to demand (traffic)
    77. 77. Create content around new products for relevance (conversion)
    78. 78. Product reviews, product sneak peaks, what’s hot, etc.</li></li></ul><li> EXAMINE SOCIAL CONVERSATIONS AND CONTENT TO DEFINE CONTEXT<br />6/25/10<br />52<br />KEY TAKEAWAY #2<br />
    79. 79. CONTENT RELEVANCE TIP #3CATEGORIZE AND PRIORITIZE THE INTEREST<br />53<br />
    80. 80. WAKE UP!!!<br />54<br />If there’s one takeaway…<br />
    81. 81. 6/25/10<br />55<br /> Interest Categorization and Comparison<br />Serah Ye<br />www.tallwave.com<br />
    82. 82. 6/25/10<br />56<br />Prioritizing for Content Demand<br />
    83. 83. 6/25/10<br />57<br />Best Buy – in the Ballpark<br />
    84. 84. 6/25/10<br />58<br />Also Examine User Intent<br />
    85. 85. Case Study: Content Prioritization<br />6/25/10<br />59<br />Leslie’s Swimming Pool Supplies<br />Informed Marketers<br />Old<br />New<br />
    86. 86. What could be next?<br />6/25/10<br />60<br />Don’t forget banners, emails, press releases, television and radio ads<br />
    87. 87. Case Study: Arizona Office of Tourism<br />6/25/10<br />61<br />Social<br />Banners<br />Search and Social Interest<br />Locations – GC, Sedona, cities<br />Activities – outdoor<br />Images<br />Website<br />
    88. 88. PRIORITIZE CONTENT ACCORDING TO DEMAND <br /> AUDIT YOUR CONTENT AGAINST DEMAND<br /> NOTE THE DELTA AND GET TO WORK<br />6/25/10<br />62<br />KEY TAKEAWAYS #3<br />
    89. 89. CONTENT RELEVANCE TIP #4PACKAGE FOR CONSUMPTION<br />63<br />
    90. 90. What Kind of Content Do We Need?<br />6/25/10<br />64<br />Locations (Media Types)<br />Influencers<br />
    91. 91. <ul><li>Blogs – a page or so – copy and images - tell a story
    92. 92. MicroMedia – twitter – 140 characters, links to other content, networking
    93. 93. Facebook – comments, conversation starters, opportunities for engagement
    94. 94. Comments/Forums – conversation participation – short and sweet
    95. 95. Video/Images</li></ul>6/25/10<br />65<br />Planning Your Content<br />
    96. 96. EXAMINE CONVERSATION LOCATION AND MEDIA TYPE TO DETERMINE WHAT KIND OF CONTENT TO CREATE<br />6/25/10<br />66<br />KEY TAKEAWAY #4<br />
    97. 97. CONTENT RELEVANCE TIP #5CREATE A PLAN, LISTEN, UPDATE IT, AND NEVER STOP!<br />67<br />
    98. 98. Demand from Social and Search Data +<br />6/25/10<br />68<br />Why Reinvent the Wheel?<br />Kristina Halvorson<br />Brain Traffic<br />@halvorson<br />Author – CONTENT STRATEGY<br />
    99. 99. <ul><li>AUDIT YOUR CONTENT AGAINST YOUR NEEDED CONTENT
    100. 100. EXAMINE CONTENT QUALITY
    101. 101. DEVELOP A PLAN
    102. 102. CREATE/ADJUST
    103. 103. MEASURE
    104. 104. DO IT AGAIN!</li></ul>6/25/10<br />69<br />KEY TAKEAWAY<br />
    105. 105. 6/25/10<br />70<br /> You can build it all day and night<br />
    106. 106. 6/25/10<br />71<br />But that doesn’t mean anyone can find it<br />OPTIMIZE ALL CONTENT FOR SEARCH<br />
    107. 107. 6/25/10<br />72<br />
    108. 108. <ul><li>Perform search based keyword research - what you say, what your customers say
    109. 109. Brand
    110. 110. Competitors’ brand
    111. 111. Products services
    112. 112. Use social to understand content inquiry context, sentiment, type, and location of conversations around your keywords
    113. 113. Categorize and compare your keywords with relevant demand
    114. 114. Audit current content against categorized content
    115. 115. Is there a difference?
    116. 116. Tell me, and do something about it!</li></ul>6/25/10<br />73<br />Homework (the Process)<br />
    117. 117. Free<br /><ul><li>Google Adwords
    118. 118. Technorati
    119. 119. search.twitter.com</li></ul>Paid<br /><ul><li>Any KW tool
    120. 120. Radian6
    121. 121. Spiral 16</li></ul>6/25/10<br />74<br />Tools and Resources<br /><ul><li>Proprietary Tallwave research tool (sorry)</li></li></ul><li>Contact Info<br /><ul><li>Mike.Corak@tallwave.com
    122. 122. 602.570.6601
    123. 123. @mikecorak
    124. 124. www.linkedin.com/in/mikecorak
    125. 125. Slides – www.slideshare.net/mcorak
    126. 126. Commentary – www.digitalmarketingstrategy.com</li></ul>75<br />Thank You!<br />
    127. 127. 76<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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