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Content Syndication For Marketers: A Southeast Asian Perspective
 

Content Syndication For Marketers: A Southeast Asian Perspective

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Content syndication: An overview, case studies from Singapore, Philippines, Malaysia, and four things you can do today to get started.

Content syndication: An overview, case studies from Singapore, Philippines, Malaysia, and four things you can do today to get started.

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  • What do we mean when we say “the social Web”? There are many ways to define it. Here isForrester Research’s taxonomy, which divides it into six user activities, which of course overlap.We are the media, the media is us!Your customers are publishers nowYou are a publisher now --> Blogs, Twitter, Facebook, location-based social apps
  • RSS ("Really Simple Syndication") is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format.[2] An RSS document (which is called a "feed", "web feed",[3]or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship. Web feeds benefit publishers by letting them syndicate content automatically. They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place. 
  • Financial Times, November 14/15 2009
  • Improving online brand health:15 PRs released over 3 months received 3.9 million viewsSearch engine mentions increased from 8,900 to 203,000Traffic to SingaporeMedicine.com increased by 500%Online brand value increased by 2,281%
  • http://indium.com/blogs/Product: Soldering materials and electronics assembly equipment10 employees blogging about a variety of technical topics, from interface materials to semiconductor packagingHarnessing and crowdsourcing internallyYouTube channel hosts corporate and educational videos
  • Responsiveness on TwitterInvolving customers in naming their new planeshttp://blog.hubspot.com/blog/tabid/6307/bid/5582/What-the-Heck-is-Sales-2-0-Why-Should-I-Care.aspx
  • http://www.reuters.com/article/rbssConsumerGoodsAndRetailNews/idUSSP40359020090204PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 timesTalked about on CNN, MSNBC, CNBC, WSJ, Yahoo!Ibis had 100% occupancy on opening day
  • http://www.marketingsherpa.com/article.php?ident=31548Astoundingly, only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.Getting more website traffic, Facebook fans and comments is very good. But if you’re not sure whether that’s having an effect on lead generation or sales, many executives will ask: what’s the point?Common goals:Brand awarenessOnline reputation management and customer supportOnline traffic/visibilityGenerating both online and offline attention or media coverageAttracting inbound quality/natural links for SEO purposesIncreasing readershipDirect sales

Content Syndication For Marketers: A Southeast Asian Perspective Content Syndication For Marketers: A Southeast Asian Perspective Presentation Transcript

  • Content Syndication for the Modern MarketerA Southeast Asian Perspective
    Presented by
    Timi Siytangco
    Syndacast
  • 1,000,000,000,000 unique URLs in Google’s index
    100,000,000 videos on YouTube
    Second largest search engine in the world
    200,000,000 active blogs
    54% post or tweet daily
    1,500,000 pieces of content shared on Facebook daily
    By 400,000,000 active monthly users
  • …But content is still king.
    Source: Online Publishers Association
  • The new content creators are… us!
    Source: Forrester Research
  • ?
  • Really Simple Syndication
    Used to publish frequently updated works on the web
    Readers subscribe to their favorite blogs, Twitterers, and friends
    Publishers spread content automatically
    Blogs, news headlines, audio, video
  • “Internet content syndication” is the controlled placement of the same content on multiple websites to increase exposure, eliminating the problem of audience fragmentation.
    - Internet Content Syndication Council
  • Why Content Syndication Should Be Part of Your Marketing Mix
  • Reason #1:Because your customers are already there
  • BryanBoy.com
    215,000 visitors per day
    18k Twitter followers
    British Vogue
    200,000 copies sold per month
    23k Twitter followers
    Sources: Financial Times, November 14/15 2009; Klout.net
  • BryanBoy
    BryanBoy.com
    Michael Roberts
    Vanity Fair
    Anna Wintour
    Vogue
    Suzy Menkes
    International Herald Tribune
  • Reason #2:Because you’re an expert in something worth sharing
  • DBS Dialogues: Sharing Entrepreneur Stories
  • Crowdsourcing Content for Brand Visibility
    • Search engine mentions increased 22X
    • Website traffic increased by 500%
    • Online brand value increased by 2,281%
  • Internal Crowdsourcingfor Thought Leadership
    Our employee blogs position us as a though leader, reach prospective customers, and most importantly make us visible in search engines and social media.
    Rick Short
    Marketing Director
    Indium
  • Reason #3:Because syndication helps you engage directly
  • Lenovo Singapore: Authentic and Real-Time
    One-to-one engagement with customers
    Brand representative shares local and global brand news
  • Air Asia: Using Syndication to Drive Sales
    “1 Million Free Seats”
    402,222 seats sold in the first 24 hours
    The success of the campaign is attributed to the power of our blog and social network platform.
    Kathleen Tan
    Regional Head of Commercial
    40% of posts are from customers and guest bloggers
  • Reason #4:Because syndication amplifies good ideas
  • Ibis Singapore: PayWhatYouWant.com.sg
    PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 times
  • Coke’s First Official Experiment in Viral Video
    800,000+ views in 8 days
    1,700,000+ views to-date
    5,800+ ratings, with an average rating of 4.75 stars
    1,190+ comments
  • 4 Things You Can Start Tomorrow
    Understand what information your customers want, and how they want to get it
    Unearth content that’s worth sharing
    Define your goals, and measure them
    Pick a project that’s simple, cheap and fun
  • Introducing the DMS Group
    DMS Group is an integrated group of technology-enabled media services.
    Through continuous innovation, we are making it easy for advertisers and their agencies to connect with the right audiences in targeted environments across Asia Pacific.
  • Technology-enabled media services for brands in Asia-Pacific
    Southeast Asia’s #1 digital advertising networks (in terms of Reach, Revenue, Inventory and customer satisfaction) offering both Premium Reach and Performance base products via the proprietary ADRENALINE platform.
    The global social media and syndication marketing platform, providing a wide range of products that include digital PR and Video syndication and Social Media Marketing at the press of a button.
    The creation, localization and management of high impact branded content experiences across Asia Pacific.
  • Syndacast helps amplify your message on the social web
    PR Syndication
    A proprietary global social media and syndication marketing platform, providing a wide range of products that include digital PR and Video syndication and Social Media Marketing at the press of a button.
    Video Syndication
    Blog Marketing
    Social Media Advertising
  • Our syndication network includes newswires, Web 2.0 sites and content-sharing sites
  • Thank You
    Get in touch!
    Timi.S@syndacast.com
    www.twitter.com/TimiSiytangco
    www.syndacast.com
  • Measure Your Efforts
  • What social metrics are organizations measuring?
  • Measuring Social Media Using the Action Funnel
    Channel: Corporate Blog
    Objective: Lead Generation
    1
    2
    3
    Source: Social Media B2B
  • Get Your Analytics On!
    Free Books from Eric Petersen
    Web Analytics Demystified
    The Big Book of Key Performance Indicators
    www.webanalyticsdemystified.com
    Google Analytics and Related Tools
    Google Conversion University
    Google AdPlanner
    Google Search Tools – Wonder Wheel, Timeline