Making Content Social

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Making Content Social - Presentation at AdMonsters, SEA, Singapore, March 2012

Making Content Social - Presentation at AdMonsters, SEA, Singapore, March 2012

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  • 1. Making Content SocialArvind Sethumadhavan| 1st March 2012 1
  • 2. Bit about Isobar and me• Isobar- a modern communications agency with presence in 11 cities 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, Marketing analytics and Digital with focus now on Social Media • passionate about data and all things digital 2
  • 3. Making Content Social - Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 3
  • 4. Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 4
  • 5. Conversations are the New Marketing 5
  • 6. Brand Social CurrencyBrand Loyalty Social CurrencySource : Whitepaper by Vivaldi Partners ‘Social Currency’http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html 6
  • 7. Shift your thinking Brands Targets Attention Advocacy Content Content Creation Co-creation 7
  • 8. Content key to drive engagement 100 FIFA WC 90 80 70 Virtual TorchParticipation - Millions 60 50 40 Photo Mosaic 30 First Coke 20 10 0 8
  • 9. Video case study 9
  • 10. Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 10
  • 11. Surge media critical for mass awareness SOURCE : Visible Measures Database 11
  • 12. Earned media benchmarks vary by target audience 83%450,000,000 Consumer- Driven300,000,000 VVVV 39% Consumer-Driven Consumer- 105,000,000 Driven Brand-Driven 98% Consumer- 90,000,000 Driven 75,000,000 81% 60,000,000 Consumer- Driven 69% 45,000,000 Consumer- Driven 32% 30,000,000 Consumer- 67% Driven Consumer- 15,000,000 Driven 0 NEW MOON SOURCE : Visible Measures Database 12
  • 13. Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 13
  • 14. SEARCH EVOLUTION • Search as we have known it since the dawn of theTraditional webReal-time • Content is discoverable as it is uploaded online • Shows results as you type, saves 2-5 seconds perInstant search • Inclusion of activity and content from your socialSocial graph to your searchSocial Network • Search within a social network 14
  • 15. REAL-TIME SEARCH15
  • 16. INSTANT SEARCH 16
  • 17. SOCIAL SEARCH 17
  • 18. SEARCH AND SOCIAL “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base 18
  • 19. THE NEW QUESTION HOW DOES YOUR BRAND PERFORM IN REAL-TIME SOCIAL SEARCH? SOURCE : Brian Solis thought leadership content on SMO with Hubspot 19
  • 20. • pictures in Flickr, Instagram, Pinterest • videos on YouTubeSocial objects • likes, check-ins etc in Facebook are the • bookmarks in Delicious catalysts to • reviews in Yelp, Hungrygowhere • subject matter in Ningconversations • thoughts shared in blogs • endorsements on Twitter 20
  • 21. UGC AS SOCIAL OBJECTS 21
  • 22. Social media optimization (SMO)The distribution 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 traditional and social web SOURCE : Brian Solis thought leadership content on SMO with Hubspot 22
  • 23. SYNDICATION IS KEY SOURCE : Brian Solis thought leadership content on SMO with Hubspot 23
  • 24. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNEDMEDIA 24
  • 25. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNEDMEDIA 25
  • 26. EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM) 26
  • 27. Bringing peopleand brands togetherlike never beforeThanks very much! 27