BRO - Business Relationship Optimization

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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 <meta> in the <head> 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

    1. 1. BRO - Business Relationship Optimization Travis Wright | Global Social Media Awesomeizer | Norton | June 20th, 2o13
    2. 2. 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
    3. 3. Who is this Travis Wright dude NOT? @teedubya
    4. 4. BUSINESS RELATIONSHIP OPTIMIZATIONBRO is the new SEO
    5. 5. @teedubya
    6. 6. SOCIAL IMPACTS SEARCH, BRO.
    7. 7. @teedubya
    8. 8. @teedubya
    9. 9. @teedubya
    10. 10. @teedubya
    11. 11. @teedubya
    12. 12. @teedubya
    13. 13. @teedubya
    14. 14. @teedubya
    15. 15. @teedubya
    16. 16. @teedubya
    17. 17. @teedubya
    18. 18. @teedubya
    19. 19. @teedubya
    20. 20. @teedubya
    21. 21. SOCIAL SHARING = LINK BUILDING 2.0 @teedubya
    22. 22. @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
    23. 23. UNDERSTANDING BUYER PERSONAS @teedubya
    24. 24. @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
    25. 25. • 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
    26. 26. RESEARCH YOUR BUYERS KEYWORDS
    27. 27. @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
    28. 28. @teedubya SOCIAL SIGNALS Duane Forrester - Bing
    29. 29. @teedubya
    30. 30. 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
    31. 31. CONTENT CREATION ECOSYSTEM @teedubya
    32. 32. V. - Videos I. - Images T. - Text A. - Audio L. - Links @teedubya
    33. 33. @teedubya BECOME A THOUGHT LEADER via Hubspot
    34. 34. @teedubya BECOME A THOUGHT LEADER
    35. 35. @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)
    36. 36. @teedubya
    37. 37. WHAT ABOUT NORTON, BRO? @teedubya
    38. 38. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop
    39. 39. Image credit: Bonkers World. @teedubya NAVIGATE THE CORPORATE SILOS, BRO.
    40. 40. @teedubya NAVIGATE THE CORPORATE SILOS, BRO.
    41. 41. @NortonOnline us.norton.com http://facebook.com/norton
    42. 42. • 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
    43. 43. 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
    44. 44. GOOGLE & BINGSearch is more than … @teedubya
    45. 45. Twitter Trends & Search Hashtags http://hashtags.org/ | http://tagdef.com/
    46. 46. @teedubya
    47. 47. SEO Your Video, BRO.
    48. 48. @teedubya http://www.youtube.com/keyword_tool
    49. 49. 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
    50. 50. SpeechPad @speechpad https://www.speechpad.com
    51. 51. Facebook Graph Search opens up many different opportunities, BRO. @teedubya
    52. 52. @teedubya#smx Pinterest now allows for Pins, Boards and Pinners to be searched... It’s a great way to find influential content.
    53. 53. @teedubya
    54. 54. 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
    55. 55. REPURPOSE CONTENT. @teedubya
    56. 56. 75 Norton Blogs Repurposing content in other shareable formats can create great results! 128,851 Views @teedubya
    57. 57. 76 Norton Blogs @teedubya
    58. 58. SOCIAL SHARING OPTIMIZATION. @teedubya
    59. 59. Anatomy of a Share Snippet A B C D A. Share Blurb B. Title C. Description D. Image E. URL (Title link) E @teedubya
    60. 60. 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
    61. 61. 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
    62. 62. 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
    63. 63. @teedubya
    64. 64. 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
    65. 65. Twitter Cards http://dev.twitter.com/cards @teedubya
    66. 66. Summary @teedubya Title, Description, Thumbnail, and Twitter account attribution.
    67. 67. Photo @teedubya A Tweet sized photo card.
    68. 68. Gallery Cards @teedubya A Tweet card geared toward highlighting a collection of photos.
    69. 69. App @teedubya A Tweet card for providing a profile of an application.
    70. 70. Player @teedubya A Tweet sized video/audio/media player card.
    71. 71. Product @teedubya A Tweet card to better represent product content.
    72. 72. @teedubya
    73. 73. SOCIAL CONTENT TOOLS @teedubya
    74. 74. @teedubya PERCOLATE
    75. 75. @teedubya Unmetric @unmetric http://unmetric.com
    76. 76. Unmetric @unmetric http://unmetric.com
    77. 77. @teedubya Advocate Engagement Platforms
    78. 78. SYSOMOS @teedubya Sysomos @sysomos http://sysomos.com
    79. 79. Compendium @compendium http://compendium.com
    80. 80. DivvyHQ @divvyhq http://divvyhq.com
    81. 81. GatherContent @gathercontent https://www.gathercontent.com/
    82. 82. Servio @servio_ http://www.serv.io
    83. 83. Kapost @kapost http://www.kapost.com
    84. 84. Contently @contently http://www.contently.com
    85. 85. Ebyline @ebyline http://www.ebyline.com
    86. 86. InboundWriter @inboundwriter http://www.inboundwriter.com
    87. 87. Scripted @scripted http://www.scripted.com
    88. 88. Skyword @skyword http://www.skyword.comSkyword @skyword http://www.skyword.com
    89. 89. WriterAccess @writeraccess http://www.writeraccess.com
    90. 90. Rock The Deadline @rockdeadline http://www.rockdeadline.com
    91. 91. @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
    92. 92. http://leesmallwood.com/ @teedubyaArt by @ChrisSembower
    93. 93. 116
    94. 94. 117
    95. 95. 118
    96. 96. 119
    97. 97. @teedubya 120
    98. 98. 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

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