Search, Social & Content Optimization

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How to optimize Search, Social & Content for the new world of digital optimization

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  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • Imagine this apple’s smooth surface as a metaphor for an organization’s social media policy and presence.
    ‘The monolith’
    Pros: Consistent, predictable
    Cons: Rigid, tightly controlled, homogenous,
  • By contrast, imagine this bag of marbles as a company’s social media policy and presence…
    ‘The collective’
    Pros: Eclectic, diverse, dynamic, exciting, individualized
    Cons: Chaotic, uncontrolled, unpredictable,
  • Which of these two has more surface area? That is, if you dropped them in a bucket, they’d displace the same volume of water, but what about the surface area. Before you answer, let me remind you the equation.
  • Ok, in case you need a little help remembering the formula for computing the surface area of a sphere…
  • That’s 300% more interactions your brand could have – generating opportunities, sensing threats, deepening relationships with your customers and partners and employees. So…in an era of voluminous, mine-able data…the organizations with the most diverse and abundant surface area will win.
  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • The key to creating value for your organization is to empower individual integrity in order to create collective authenticity.
    Let me illustrate this with a little math problem.
  • Search, Social & Content Optimization

    1. 1. Connecting the dots < Social. Search. Content. Tami Cannizzaro, VP of Marketing, IBM @TamiCann www.digitalageofmarketing.com
    2. 2. Social is the authentic face of a Brand.
    3. 3. It turns out the bag of marbles has roughly 300% more surface area.
    4. 4. Voices #IBM 250+ 5,000+ 430,000+ 61,000,000+ IBM most senior experts in Select program IBM experts in Forward Thinker program IBMers trained on social media IBMer social media connections 03/08/1 8
    5. 5. Social Social Advocacy gives your organization authentic reach
    6. 6. If Social is discovery. Search is validation
    7. 7. Social Signals Are Driving SEO  Backlinks  Useablility Stats  Keywords  Age of Domain  Social Signals
    8. 8. Social Search #New York 03/08/1 12
    9. 9. Content Marketing is the engine that drives search rank and brand engagement
    10. 10. Building a Content Factory Create relevant, findable, shareable content experiences
    11. 11. Relevance Matters
    12. 12. Target your customer
    13. 13. Build a conversation Content “Snacks” Low Low Engagement / Engagement / Quick Hit Quick Hit • Social Posts • Content snippets – quotes, statistics • Photos Long-Form & Social Conversation Intermediate / Intermediate / Building Engagement Building Engagement • Content previews • Free chapter promotions • Short videos High Engagement High Engagement • Social discussions • Fan-gating • Interviews with content author
    14. 14. Content Drive Audit Engagement Achieve Goals Achieve Goals 3 Rank in Universal Search Engines 2 Rank in Vertical Search Engines Yahoo Yahoo Google Google Bing Bing More Aggressive Influencer Outreach Program = Gas on the fire More Aggressive Influencer Outreach Program = Gas on the fire Yahoo Yahoo Video Video YouTube YouTube 1 Bing Bing Video Video Google Google Video Video Twitter Twitter Facebook Facebook LinkedIn LinkedIn “Paid” Media Distribution & Activation = Spray fuel on the fire “Paid” Media Distribution & Activation = Spray fuel on the fire Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire z mxa M zi mxa M i ii Posting to Multiple Content Sharing Sites According to Format YouTube WebWebCasts Casts Scribd PodNova Decks Video SlideShare .PDF/Text Audio Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful Types of Content Videos WebCasts Decks Whitepapers, Case Studies Solution Overviews Audio Podcasts
    15. 15. Paid, Earned, Owned, Shared
    16. 16. Build Relevant, Persistent Content
    17. 17. With relevant, timely content
    18. 18. Content Content Marketing builds brand equity & drives engagement
    19. 19. Search, Social & Content the fuel of your marketing engine. are
    20. 20. Thank you Tami Cannizzaro, IBM @TamiCann

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