0
MAKE	
  SOCIAL	
  
YOUR	
  PRIMARY	
  
TRAFFIC	
  DRIVER	
  By	
  Simon	
  Penson,	
  MD,	
  Zazzle	
  Media	
  
WHY?	
  
THE	
  METHOD	
  OF	
  
DISCOVERY	
  IS	
  CHANGING	
  
BECOMING	
  OPTICIANS	
  
@SIMONPENSON	
  
CAR	
  MANUFACTURERS	
  
@SIMONPENSON	
  
ZOO	
  KEEPERS	
  
@SIMONPENSON	
  
WEATHERMEN	
  
@SIMONPENSON	
  
SOCIAL	
  	
  
HAS	
  BEEN	
  
BUILDING	
  
AN	
  ARMY	
  
THIS	
  GUY	
  
HAS	
  
GOOGLE	
  
SCARED…	
  
HAS	
  BETTER	
  
DATA…	
   @SIMONPENSON	
  
AND	
  
ACCESS	
  IS	
  
IMPROVING	
  
	
  |	
  @SIMONPENSON	
  
APIS…	
  	
  
SELF	
  SERVE	
  ADS	
  
	
  |	
  @SIMONPENSON	
  
ANALYTICS…	
  
	
  |	
  @SIMONPENSON	
  
TOOLS…	
  
	
  |	
  @SIMONPENSON	
  
WE	
  NOW	
  
HAVE	
  THE	
  
KEYS…	
  
DIRECTION	
  
IS	
  NEEDED	
  
@SIMONPENSON	
  
WHERE	
  TO	
  TURN?	
  
	
  |	
  @SIMONPENSON	
  
CHOOSE	
  YOUR	
  
PLATFORM	
  WISELY	
  
	
  |	
  @SIMONPENSON	
  
WHY	
  
FACEBOOK?	
  
THREE	
  KEY	
  
ATTRIBUTES	
  
SCALE	
  
DATA	
  ACCESS	
  
TARGETING	
  
SO	
  
WHAT’S	
  
THE	
  	
  
STRATEGY	
  
THE	
  THREE	
  	
  
PHASE	
  APPROACH	
  
GROW	
  
ENGAGE	
  
MONETIZE	
  
@SIMONPENSON	
  
GROW	
  
PHASE	
  ONE	
  	
  
IT	
  ALL	
  STARTS	
  
WITH	
  DATA…	
  
UNDERSTAND	
  YOUR	
  AUDIENCE	
  
USE	
  THIS	
  >	
  FACEBOOK	
  POWER	
  EDITOR	
  
COMBINE	
  DATA	
  
CREATE	
  CLUSTERS	
  
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
4...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage of Audience Who Like 
Facebook
 Phones 4u
Mass Appeal
 Potential To...
98
92
87
84
74
68
64
63
62
53
51
43
40
31
30
23
 22
15
Zazzle Content Index: TV Shows
Jersey Shore
I'm A Celebrity
Britain...
DATA	
  
INFORMS	
  
PAID	
  MEDIA	
  
CONTENT	
  
STRATEGY	
  
PAID	
  MEDIA	
  
WHERE	
  TO	
  ADVERTISE	
  
OWNED	
  &	
  
EARNED	
  MEDIA	
  
WHAT	
  TO	
  CREATE	
  
IN	
  OUR	
  EXAMPLE	
  
@SIMONPENSON	
  
ENGAGE	
  
WHY?	
  
	
  |	
  @SIMONPENSON	
  
EDGERANK	
  
	
  |	
  @SIMONPENSON	
  
 |	
  @SIMONPENSON	
  
GET	
  YOUR	
  VERY	
  
OWN	
  STALKERS	
  
EVANGELISTS	
  
 |	
  @SIMONPENSON	
  
EVANGELISTS	
  
HELP	
  
LEVERAGE	
  
NETWORK	
  
EFFECT	
  
 |	
  @SIMONPENSON	
  
Top	
  Tips	
  to	
  Maximize	
  Engagement	
  
12	
  
TOP	
  TIPS	
  
	
  |	
  @SIMONPENSON	
  
IMAGES	
  WORK	
  BEST	
  
FACES	
  SELL	
  PAPERS	
  
TOP	
  TIPS	
  
	
  |	
  @SIMONPENSON	
  
COMPETITIONS	
  
TOP	
  TIPS	
  
	
  |	
  @SIMONPENSON	
  
EXCLUSIVE	
  OFFERS	
  
TOP	
  TIPS	
  
	
  |	
  @SIMONPENSON	
  
POLLS	
  WORK	
  
BACK	
  TO	
  DATA	
  
TOP	
  TIPS	
  CURATE	
  GREATNESS	
  
	
  |	
  @SIMONPENSON	
  
 |	
  @SIMONPENSON	
  
BACK	
  TO	
  DATA	
  
TOP	
  TIPS	
  LISTEN	
  AND	
  JOIN	
  IN	
  
	
  |	
  @SIMONPENSON	
  
 |	
  @SIMONPENSON	
  
BACK	
  TO	
  DATA	
  
TOP	
  TIPS	
  TEST	
  YOUR	
  TIMING	
  
	
  |	
  @SIMONPENSON	
  
TOP	
  TIPS	
  VIDEO	
  CAN	
  BE	
  KEY	
  
	
  |	
  @SIMONPENSON	
  
 |	
  @SIMONPENSON	
  
BACK	
  TO	
  DATA	
  
TOP	
  TIPS	
  GET	
  THE	
  HIPPO	
  INVOLVED	
  
	
  |	
  @SIMONPENSON	
  
TOP	
  TIPS	
  WEBINARS	
  CONNECT	
  
TOP	
  TIPS	
  BRING	
  OUT	
  THE	
  BIG	
  GUNS	
  
 |	
  @SIMONPENSON	
  
BACK	
  TO	
  DATA	
  
TOP	
  TIPS	
  GEOLOCATE	
  CONTENT	
  
	
  |	
  @SIMONPENSON	
  
AND	
  WE	
  CAN	
  
VALIDATE	
  EFFECTIVENESS	
  
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Week 1
 Week 2
 Week 3
 Week 4
Weekly Engagement
Phones 4u
 Carphone...
MONETIZE	
  
 |	
  @SIMONPENSON	
  
EDITORIAL	
  	
  V	
  	
  ADS	
  
 |	
  @SIMONPENSON	
  
VERTICAL	
  PAGES	
  
USE	
  EXISTING	
  
CHANNELS	
  
	
  |	
  @SIMONPENSON	
  
MEASURE	
  &	
  
IMPROVE…	
  
	
  |	
  @SIMONPENSON	
  
TRACK	
  SHARES	
  	
  
IN	
  ANALYTICS	
  
	
  |	
  @SIMONPENSON	
  
_trackSocial()	
  	
  
TRACK	
  PAID	
  +	
  	
  
ORGANIC	
  TRAFFIC	
  
	
  |	
  @SIMONPENSON	
  
USE	
  THIS	
  >	
  
<	
  CREATE	
  THIS	
  
OR	
  GET	
  SOME	
  
HELP…	
  
	
  |	
  @SIMONPENSON	
  
GACONFIG.COM	
  
SUMMARY	
  
SOCIAL	
  GROWTH	
  
REVOLUTION	
  
	
  |	
  @SIMONPENSON	
  
AUDIENCE	
  
UNDERSTANDING	
  
AT	
  SCALE	
  IS	
  
COMING	
  	
  |	
  @SIMONPENSON	
  
UNDERSTANDING	
  	
  
=	
  
££££££££S	
  
	
  |	
  @SIMONPENSON	
  
 |	
  @SIMONPENSON	
  
FORGET	
  
GOOGLE’S	
  
GAMES.	
  	
  
TAKE	
  THE	
  	
  
SOCIAL	
  DOLLARS	
  
	
  |	
  @SIMONPENSON	
  
Simon	
  Penson	
  	
  
Zazzle	
  Media	
  
@SIMONPENSON	
  
WWW.ZAZZLEMEDIA.CO.UK	
  
SIMON.PENSON@ZAZZLEMEDIA.CO.UK	
  
...
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A4U Amsterdam - Make Social your Primary Traffic Source

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With Google playing with SERPs daily and a powerful audience amassing around social a tipping point is about to be reached. Find out how to invest wisely in social...

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Transcript of "A4U Amsterdam - Make Social your Primary Traffic Source"

  1. 1. MAKE  SOCIAL   YOUR  PRIMARY   TRAFFIC  DRIVER  By  Simon  Penson,  MD,  Zazzle  Media  
  2. 2. WHY?  
  3. 3. THE  METHOD  OF   DISCOVERY  IS  CHANGING  
  4. 4. BECOMING  OPTICIANS   @SIMONPENSON  
  5. 5. CAR  MANUFACTURERS   @SIMONPENSON  
  6. 6. ZOO  KEEPERS   @SIMONPENSON  
  7. 7. WEATHERMEN   @SIMONPENSON  
  8. 8. SOCIAL     HAS  BEEN   BUILDING   AN  ARMY  
  9. 9. THIS  GUY   HAS   GOOGLE   SCARED…  
  10. 10. HAS  BETTER   DATA…   @SIMONPENSON  
  11. 11. AND   ACCESS  IS   IMPROVING    |  @SIMONPENSON  
  12. 12. APIS…    
  13. 13. SELF  SERVE  ADS    |  @SIMONPENSON  
  14. 14. ANALYTICS…    |  @SIMONPENSON  
  15. 15. TOOLS…    |  @SIMONPENSON  
  16. 16. WE  NOW   HAVE  THE   KEYS…  
  17. 17. DIRECTION   IS  NEEDED   @SIMONPENSON  
  18. 18. WHERE  TO  TURN?    |  @SIMONPENSON  
  19. 19. CHOOSE  YOUR   PLATFORM  WISELY    |  @SIMONPENSON  
  20. 20. WHY   FACEBOOK?  
  21. 21. THREE  KEY   ATTRIBUTES   SCALE   DATA  ACCESS   TARGETING  
  22. 22. SO   WHAT’S   THE     STRATEGY  
  23. 23. THE  THREE     PHASE  APPROACH   GROW   ENGAGE   MONETIZE   @SIMONPENSON  
  24. 24. GROW   PHASE  ONE    
  25. 25. IT  ALL  STARTS   WITH  DATA…   UNDERSTAND  YOUR  AUDIENCE  
  26. 26. USE  THIS  >  FACEBOOK  POWER  EDITOR   COMBINE  DATA   CREATE  CLUSTERS  
  27. 27. 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 Age Split Of Audience Facebook Phones 4u CREATE  THIS  >  INSIGHT  
  28. 28. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Percentage of Audience Who Like Facebook Phones 4u Mass Appeal Potential Topics Topics To Avoid  |  @SIMONPENSON  
  29. 29. 98 92 87 84 74 68 64 63 62 53 51 43 40 31 30 23 22 15 Zazzle Content Index: TV Shows Jersey Shore I'm A Celebrity Britain's Got Talent Two and a Half Men Strictly Come Dancing Coronation Street Only Way Is Essex How I Met Your Mother X Factor Mock The Week Geordie Shore Family Guy Walking Dead Dexter Spartacus Game of Thrones Mad Men Downton Abbey This provides content prioritisation based on interest data  |  @SIMONPENSON  
  30. 30. DATA   INFORMS   PAID  MEDIA   CONTENT   STRATEGY  
  31. 31. PAID  MEDIA   WHERE  TO  ADVERTISE  
  32. 32. OWNED  &   EARNED  MEDIA   WHAT  TO  CREATE  
  33. 33. IN  OUR  EXAMPLE   @SIMONPENSON  
  34. 34. ENGAGE  
  35. 35. WHY?    |  @SIMONPENSON  
  36. 36. EDGERANK    |  @SIMONPENSON  
  37. 37.  |  @SIMONPENSON   GET  YOUR  VERY   OWN  STALKERS   EVANGELISTS  
  38. 38.  |  @SIMONPENSON   EVANGELISTS   HELP   LEVERAGE   NETWORK   EFFECT  
  39. 39.  |  @SIMONPENSON   Top  Tips  to  Maximize  Engagement   12  
  40. 40. TOP  TIPS    |  @SIMONPENSON   IMAGES  WORK  BEST   FACES  SELL  PAPERS  
  41. 41. TOP  TIPS    |  @SIMONPENSON   COMPETITIONS  
  42. 42. TOP  TIPS    |  @SIMONPENSON   EXCLUSIVE  OFFERS  
  43. 43. TOP  TIPS    |  @SIMONPENSON   POLLS  WORK  
  44. 44. BACK  TO  DATA   TOP  TIPS  CURATE  GREATNESS    |  @SIMONPENSON  
  45. 45.  |  @SIMONPENSON   BACK  TO  DATA   TOP  TIPS  LISTEN  AND  JOIN  IN    |  @SIMONPENSON  
  46. 46.  |  @SIMONPENSON   BACK  TO  DATA   TOP  TIPS  TEST  YOUR  TIMING    |  @SIMONPENSON  
  47. 47. TOP  TIPS  VIDEO  CAN  BE  KEY    |  @SIMONPENSON  
  48. 48.  |  @SIMONPENSON   BACK  TO  DATA   TOP  TIPS  GET  THE  HIPPO  INVOLVED    |  @SIMONPENSON  
  49. 49. TOP  TIPS  WEBINARS  CONNECT  
  50. 50. TOP  TIPS  BRING  OUT  THE  BIG  GUNS  
  51. 51.  |  @SIMONPENSON   BACK  TO  DATA   TOP  TIPS  GEOLOCATE  CONTENT    |  @SIMONPENSON  
  52. 52. AND  WE  CAN   VALIDATE  EFFECTIVENESS  
  53. 53. 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% Week 1 Week 2 Week 3 Week 4 Weekly Engagement Phones 4u Carphone Warehouse EE  |  @SIMONPENSON  
  54. 54. MONETIZE  
  55. 55.  |  @SIMONPENSON   EDITORIAL    V    ADS  
  56. 56.  |  @SIMONPENSON   VERTICAL  PAGES  
  57. 57. USE  EXISTING   CHANNELS    |  @SIMONPENSON  
  58. 58. MEASURE  &   IMPROVE…    |  @SIMONPENSON  
  59. 59. TRACK  SHARES     IN  ANALYTICS    |  @SIMONPENSON   _trackSocial()    
  60. 60. TRACK  PAID  +     ORGANIC  TRAFFIC    |  @SIMONPENSON   USE  THIS  >   <  CREATE  THIS  
  61. 61. OR  GET  SOME   HELP…    |  @SIMONPENSON   GACONFIG.COM  
  62. 62. SUMMARY  
  63. 63. SOCIAL  GROWTH   REVOLUTION    |  @SIMONPENSON  
  64. 64. AUDIENCE   UNDERSTANDING   AT  SCALE  IS   COMING    |  @SIMONPENSON  
  65. 65. UNDERSTANDING     =   ££££££££S    |  @SIMONPENSON  
  66. 66.  |  @SIMONPENSON   FORGET   GOOGLE’S   GAMES.    
  67. 67. TAKE  THE     SOCIAL  DOLLARS    |  @SIMONPENSON  
  68. 68. Simon  Penson     Zazzle  Media   @SIMONPENSON   WWW.ZAZZLEMEDIA.CO.UK   SIMON.PENSON@ZAZZLEMEDIA.CO.UK   DOWNLOAD  IT  >  SLIDESHARE   READ  IT  >  MOZ.COM   THANKS.  
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