Making Content SocialArvind Sethumadhavan| 1st March 2012                                       1
Bit about Isobar and me• Isobar- a modern communications agency with presence in 11  cities across APAC     • part of Aegi...
Making Content Social - Setting 3 wheels in motion                                  3)                              Findab...
Setting 3 wheels in motion                                 3)                             Findability                   2)...
Conversations are the New Marketing                                      5
Brand Social CurrencyBrand Loyalty                       Social CurrencySource : Whitepaper by Vivaldi Partners ‘Social Cu...
Shift your thinking              Brands       Targets             Attention    Advocacy             Content      Content  ...
Content key to drive engagement                           100                                 FIFA WC                     ...
Video case study                   9
Setting 3 wheels in motion                                 3)                             Findability                   2)...
Surge media critical for mass awareness                     SOURCE : Visible Measures Database                            ...
Earned media benchmarks vary by target audience                                                                           ...
Setting 3 wheels in motion                                 3)                             Findability                   2)...
SEARCH EVOLUTION                   • Search as we have known it since the dawn of theTraditional          webReal-time    ...
REAL-TIME SEARCH15
INSTANT SEARCH                 16
SOCIAL SEARCH                17
SEARCH AND SOCIAL             “Endorsement”                           “Advocacy”             NOTE : Google’s ZMOT graphic ...
THE NEW QUESTION    HOW DOES YOUR BRAND     PERFORM IN REAL-TIME        SOCIAL SEARCH?   SOURCE : Brian Solis thought lead...
• pictures in Flickr, Instagram, Pinterest                 • videos on YouTubeSocial objects   • likes, check-ins etc in F...
UGC AS SOCIAL OBJECTS                        21
Social media optimization (SMO)The distribution of social objects and their ability to rise to the top of any   related se...
SYNDICATION IS KEY   SOURCE : Brian Solis thought leadership content on SMO with Hubspot                                  ...
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNEDMEDIA                                                        24
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNEDMEDIA                                                        25
EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY          SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)   ...
Bringing peopleand brands togetherlike never beforeThanks very much!                      27
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Making Content Social

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

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Making Content Social

  1. 1. Making Content SocialArvind Sethumadhavan| 1st March 2012 1
  2. 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. 3. Making Content Social - Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 3
  4. 4. Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 4
  5. 5. Conversations are the New Marketing 5
  6. 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. 7. Shift your thinking Brands Targets Attention Advocacy Content Content Creation Co-creation 7
  8. 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. 9. Video case study 9
  10. 10. Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 10
  11. 11. Surge media critical for mass awareness SOURCE : Visible Measures Database 11
  12. 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. 13. Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 13
  14. 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. 15. REAL-TIME SEARCH15
  16. 16. INSTANT SEARCH 16
  17. 17. SOCIAL SEARCH 17
  18. 18. SEARCH AND SOCIAL “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base 18
  19. 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. 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. 21. UGC AS SOCIAL OBJECTS 21
  22. 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. 23. SYNDICATION IS KEY SOURCE : Brian Solis thought leadership content on SMO with Hubspot 23
  24. 24. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNEDMEDIA 24
  25. 25. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNEDMEDIA 25
  26. 26. EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM) 26
  27. 27. Bringing peopleand brands togetherlike never beforeThanks very much! 27
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