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BRO - Business Relationship Optimization
 

BRO - Business Relationship Optimization

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SMCKC June Pro Lunch

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  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Social Media, SEO, PR, IT, norton.com, eCommerce, MarCom, Optimization
  • Social Media, SEO, PR, IT, norton.com, eCommerce, MarCom, Optimization
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Be sure to include a link back to your website in each YouTube video description.
  • Be sure to include a link back to your website in each YouTube video description.
  • Be sure to include a link back to your website in each YouTube video description.
  • Be sure to include a link back to your website in each YouTube video description.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • FB & G+ share snippets contain – your blurb about the post, title, brief description of the page, a thumbnail image. Title links to URL. This is extracted from content found at the URL. If you don't specify what to share, FB & G+ determine it for you. How do you specify that? I’m going to show you the formula.
  • 5 of the 10 steps include placing additional in the of each web page, Open Graph Protocol. OG works for Google and FB. You don’t have to create 2 sets of tags for Schema.org.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
  • Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.

BRO - Business Relationship Optimization BRO - Business Relationship Optimization Presentation Transcript

  • BRO - Business Relationship Optimization Travis Wright | Global Social Media Awesomeizer | Norton | June 20th, 2o13
  • Who is this Travis Wright dude? • Stand-up comedian since 1995. • Web designer & developer since 1996. • Helped Roll out GTE’s “Superpages.com” in 1997. • SEO & “Geo-Targeting” business websites since 1998. • Entrepreneur - Cofounded Multiple Startups • Global Social Media Awesomeizer – Norton • Marketing Provocateur. Crowdsourcerer. Trafficologist. • Bullshit word maker. • @teedubya on Twitter. @teedubya
  • Who is this Travis Wright dude NOT? @teedubya
  • BUSINESS RELATIONSHIP OPTIMIZATIONBRO is the new SEO
  • @teedubya
  • SOCIAL IMPACTS SEARCH, BRO.
  • @teedubya
  • @teedubya
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  • SOCIAL SHARING = LINK BUILDING 2.0 @teedubya
  • @teedubya • Facebook Fanpage Likes • Facebook shares • Twitter followers • Tweets including your brand or a link to your website • Google+ “have you in their circles” • Slideshare Views • YouTube Views • Pinterest Re-pins • Tumblr Reblogs • Authority and Influence of those “Bros" sharing your content Resource: Google Ranking Factors 2012 - Searchmetrics SOCIAL SIGNALS AFFECT SEO RANKINGS
  • UNDERSTANDING BUYER PERSONAS @teedubya
  • @teedubya • Title • Time in the job • Works directly with • Daily tasks • Responsibilities • Likes/dislikes about job • Frustrations • Pressures • Concerns • Needs • Role in buying process • Buying stage • Drivers UNDERSTAND YOUR BUYERS PERSONAS
  • • Interview Current Customers • A/B Testing • Try Progressive Profiling • Study Your Web Analytics • Leverage Your Competition • Use LinkedIn and other Industry Networks • Go to Events RESEARCH YOUR BUYER PERSONAS @teedubya
  • RESEARCH YOUR BUYERS KEYWORDS
  • @teedubya SOCIAL SIGNALS Matt Cutts has repeatedly said that quality content is key to Google rankings, and Bing’s Duane Forrester reminded marketers that “all SEO ranking signals revolve around content of some kind” at SMX Advanced 2011. Matt Cutts - Google @teedubya
  • @teedubya SOCIAL SIGNALS Duane Forrester - Bing
  • @teedubya
  • ACTIVITIES TO INCREASE BRO 1. Develop Blog Outreach Strategy 2. Identify Influencers 3. Use Blog OutReach Tools • GroupHigh & Buzzstream 4. Use Gmail Plugins • Rapportive & Yesware 5. Use Data.com / Jigsaw.com 6. Connect with Journalists • Help a Reporter Out [HARO] • MuckRack 7. Acquire Author Accounts @teedubya
  • CONTENT CREATION ECOSYSTEM @teedubya
  • V. - Videos I. - Images T. - Text A. - Audio L. - Links @teedubya
  • @teedubya BECOME A THOUGHT LEADER via Hubspot
  • @teedubya BECOME A THOUGHT LEADER
  • @teedubya BECOME A THOUGHT LEADER • Companies that blog have 434% more indexed pages. • Companies with more indexed pages generate far more leads from search. (Search Engine Journal)
  • @teedubya
  • WHAT ABOUT NORTON, BRO? @teedubya
  • Created with SimplyMeasured, TagCrowd, Wordle and Photoshop
  • Image credit: Bonkers World. @teedubya NAVIGATE THE CORPORATE SILOS, BRO.
  • @teedubya NAVIGATE THE CORPORATE SILOS, BRO.
  • @NortonOnline us.norton.com http://facebook.com/norton
  • • Project from CSI Franchise creator Anthony E. Zuiker, looked to do for cybercrime what CSI did for forensics. • In partnering with Norton, Zuiker was able to tell his story filled with authentic details from cybercrime’s real experts, Norton. • And, in partnering with the world’s #1 crime storyteller, Norton would be able to reach new audiences; entertaining and educating them about privacy, loss, and risk. 5 5
  • Norton Integration Character who is a Norton employee 5 7 Key scenes taking place at the SOC (pictured) Visual placements of Norton products in “use” “Presented By Norton” plays before every episode Worldwide over 31 Million people watched Cybergeddon
  • GOOGLE & BINGSearch is more than … @teedubya
  • Twitter Trends & Search Hashtags http://hashtags.org/ | http://tagdef.com/
  • @teedubya
  • SEO Your Video, BRO.
  • @teedubya http://www.youtube.com/keyword_tool
  • SEO Your Video, BRO. 1. Use a suitable video filename 2. Put Your Keywords First 3. Include Keywords in your Video Voiceover 4. Upload a Transcript file for Video Captions 5. Build an Authoritative YouTube Channel 6. Upload Videos Regularly 7. Respond to Comments on your Videos 8. Create and Use Playlists 9. Encourage Social Signals 10. Build Backlinks to your Videos @teedubya
  • SpeechPad @speechpad https://www.speechpad.com
  • Facebook Graph Search opens up many different opportunities, BRO. @teedubya
  • @teedubya#smx Pinterest now allows for Pins, Boards and Pinners to be searched... It’s a great way to find influential content.
  • @teedubya
  • Brands who have a Tumblr are getting some love from Tumblr. RESOURCE: http://brands.tumblr.com @teedubyaus.norton.com Norton.Tumblr.com @NortonOnline http://facebook.com/norton
  • REPURPOSE CONTENT. @teedubya
  • 75 Norton Blogs Repurposing content in other shareable formats can create great results! 128,851 Views @teedubya
  • 76 Norton Blogs @teedubya
  • SOCIAL SHARING OPTIMIZATION. @teedubya
  • Anatomy of a Share Snippet A B C D A. Share Blurb B. Title C. Description D. Image E. URL (Title link) E @teedubya
  • Structured Social Sharing Formula OG:Title OG: Description OG:Image OG:Type OG:URLz UTM Variables Share Blurb for FB & G+ Hashtags Twitter / Retweetable Document & Track 1 2 3 4 8 7 6 9 5 10 Dana Lookadoo @lookadoo Presentation - SlideShare http://yseo.us/sssf SSSF Worksheet http://yseo.us/sssfw Facebook Open Graph: http://ogp.me/ Wordpress SEO by Yoast http://wordpress.org/extend/plugins/wordpress-seo @teedubya
  • 80 By integrating social and search into your content with rel=author tag, you can gain more visibility for all of your content. RESOURCE: http://bit.ly/rel-author-resource Author Rank @teedubya
  • 81 By integrating social and search into your content with rel=author tag, you can gain more visibility for all of your content. RESOURCE: http://bit.ly/rel-author-resource @teedubya
  • @teedubya
  • Twitter Cards Summary Card: Default card, including a title, description, thumbnail, and Twitter account attribution. Photo Card: A Tweet sized photo card. Gallery Card: A Tweet card geared toward highlighting a collection of photos. App Card: A Tweet card for providing a profile of an application. Player Card: A Tweet sized video/audio/media player card. Product Card: A Tweet card to better represent product content. @teedubya
  • Twitter Cards http://dev.twitter.com/cards @teedubya
  • Summary @teedubya Title, Description, Thumbnail, and Twitter account attribution.
  • Photo @teedubya A Tweet sized photo card.
  • Gallery Cards @teedubya A Tweet card geared toward highlighting a collection of photos.
  • App @teedubya A Tweet card for providing a profile of an application.
  • Player @teedubya A Tweet sized video/audio/media player card.
  • Product @teedubya A Tweet card to better represent product content.
  • @teedubya
  • SOCIAL CONTENT TOOLS @teedubya
  • @teedubya PERCOLATE
  • @teedubya Unmetric @unmetric http://unmetric.com
  • Unmetric @unmetric http://unmetric.com
  • @teedubya Advocate Engagement Platforms
  • SYSOMOS @teedubya Sysomos @sysomos http://sysomos.com
  • Compendium @compendium http://compendium.com
  • DivvyHQ @divvyhq http://divvyhq.com
  • GatherContent @gathercontent https://www.gathercontent.com/
  • Servio @servio_ http://www.serv.io
  • Kapost @kapost http://www.kapost.com
  • Contently @contently http://www.contently.com
  • Ebyline @ebyline http://www.ebyline.com
  • InboundWriter @inboundwriter http://www.inboundwriter.com
  • Scripted @scripted http://www.scripted.com
  • Skyword @skyword http://www.skyword.comSkyword @skyword http://www.skyword.com
  • WriterAccess @writeraccess http://www.writeraccess.com
  • Rock The Deadline @rockdeadline http://www.rockdeadline.com
  • @teedubya Open Graph www.ogp.me Percolate www.percolate.com Social Bro www.socialbro.com HARO www.helpareporter.com Muck Rack www.muckrack.com GroupHigh www.grouphigh.com Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templates Twitter Cards www.dev.twitter.com/cards SimplyMeasured www.simplymeasured.com The Advanced Guide to Content Marketing bit.ly/advcontent
  • http://leesmallwood.com/ @teedubyaArt by @ChrisSembower
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  • Questions? @ t e e d u b y a 9 1 3 - 2 5 6 - 5 6 2 6 t w @ t r a v i s w r i g h t . c o m