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 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
Making Content Social - Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 3
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
SEARCH AND SOCIAL “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base 18
THE NEW QUESTION HOW DOES YOUR BRAND PERFORM IN REAL-TIME SOCIAL SEARCH? SOURCE : Brian Solis thought leadership content on SMO with Hubspot 19
• 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
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
SYNDICATION IS KEY SOURCE : Brian Solis thought leadership content on SMO with Hubspot 23
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) 26
Bringing peopleand brands togetherlike never beforeThanks very much! 27
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