Content Syndication for the Modern MarketerA Southeast Asian Perspective<br />Presented by<br />Timi Siytangco<br />Syndac...
1,000,000,000,000 unique URLs in Google’s index<br />100,000,000 videos on YouTube <br />Second largest search engine in t...
…But content is still king.<br />Source: Online Publishers Association<br />
The new content creators are… us!<br />Source: Forrester Research<br />
?<br />
Really Simple Syndication<br />Used to publish frequently updated works on the web<br />Readers subscribe to their favorit...
“Internet content syndication” is the controlled placement of the same content on multiple websites to increase exposure, ...
Why Content Syndication Should Be Part of Your Marketing Mix<br />
Reason #1:Because your customers are already there<br />
BryanBoy.com<br />215,000 visitors per day<br />18k Twitter followers<br />British Vogue<br />200,000 copies sold per mont...
BryanBoy<br />BryanBoy.com<br />Michael Roberts<br />Vanity Fair<br />Anna Wintour<br />Vogue<br />Suzy Menkes<br />Intern...
Reason #2:Because you’re an expert in something worth sharing<br />
DBS Dialogues: Sharing Entrepreneur Stories<br />
Crowdsourcing Content for Brand Visibility<br /><ul><li>Search engine mentions increased 22X
Website traffic increased by 500%
Online brand value increased by 2,281%</li></li></ul><li>Internal Crowdsourcingfor Thought Leadership<br />Our employee bl...
Reason #3:Because syndication helps you engage directly<br />
Lenovo Singapore: Authentic and Real-Time<br />One-to-one engagement with customers<br />Brand representative shares local...
Air Asia: Using Syndication to Drive Sales<br />“1 Million Free Seats”<br />402,222 seats sold in the first 24 hours<br />...
Reason #4:Because syndication amplifies good ideas<br />
Ibis Singapore: PayWhatYouWant.com.sg<br />PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 times<br />
Coke’s First Official Experiment in Viral Video<br />800,000+ views in 8 days<br />1,700,000+ views to-date<br />5,800+ ra...
4 Things You Can Start Tomorrow<br />Understand what information your customers want, and how they want to get it<br />Une...
Introducing the DMS Group<br />DMS Group is an integrated group of technology-enabled media services.<br />Through continu...
Technology-enabled media services for brands in Asia-Pacific<br />Southeast Asia’s #1 digital advertising networks (in ter...
Syndacast helps amplify your message on the social web<br />PR Syndication<br />A proprietary global social media and synd...
Our syndication network includes newswires, Web 2.0 sites and content-sharing sites<br />
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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.

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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 --&gt; Blogs, Twitter, Facebook, location-based social apps
  • RSS (&quot;Really Simple Syndication&quot;) 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 &quot;feed&quot;, &quot;web feed&quot;,[3]or &quot;channel&quot;) 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

    1. 1. Content Syndication for the Modern MarketerA Southeast Asian Perspective<br />Presented by<br />Timi Siytangco<br />Syndacast<br />
    2. 2.
    3. 3. 1,000,000,000,000 unique URLs in Google’s index<br />100,000,000 videos on YouTube <br />Second largest search engine in the world<br />200,000,000 active blogs<br />54% post or tweet daily<br />1,500,000 pieces of content shared on Facebook daily<br />By 400,000,000 active monthly users<br />
    4. 4. …But content is still king.<br />Source: Online Publishers Association<br />
    5. 5. The new content creators are… us!<br />Source: Forrester Research<br />
    6. 6. ?<br />
    7. 7. Really Simple Syndication<br />Used to publish frequently updated works on the web<br />Readers subscribe to their favorite blogs, Twitterers, and friends <br />Publishers spread content automatically<br />Blogs, news headlines, audio, video<br />
    8. 8. “Internet content syndication” is the controlled placement of the same content on multiple websites to increase exposure, eliminating the problem of audience fragmentation.<br />- Internet Content Syndication Council<br />
    9. 9.
    10. 10. Why Content Syndication Should Be Part of Your Marketing Mix<br />
    11. 11. Reason #1:Because your customers are already there<br />
    12. 12.
    13. 13.
    14. 14. BryanBoy.com<br />215,000 visitors per day<br />18k Twitter followers<br />British Vogue<br />200,000 copies sold per month<br />23k Twitter followers<br />Sources: Financial Times, November 14/15 2009; Klout.net<br />
    15. 15. BryanBoy<br />BryanBoy.com<br />Michael Roberts<br />Vanity Fair<br />Anna Wintour<br />Vogue<br />Suzy Menkes<br />International Herald Tribune<br />
    16. 16. Reason #2:Because you’re an expert in something worth sharing<br />
    17. 17. DBS Dialogues: Sharing Entrepreneur Stories<br />
    18. 18. Crowdsourcing Content for Brand Visibility<br /><ul><li>Search engine mentions increased 22X
    19. 19. Website traffic increased by 500%
    20. 20. Online brand value increased by 2,281%</li></li></ul><li>Internal Crowdsourcingfor Thought Leadership<br />Our employee blogs position us as a though leader, reach prospective customers, and most importantly make us visible in search engines and social media.<br />Rick Short<br /> Marketing Director<br /> Indium<br />
    21. 21. Reason #3:Because syndication helps you engage directly<br />
    22. 22. Lenovo Singapore: Authentic and Real-Time<br />One-to-one engagement with customers<br />Brand representative shares local and global brand news<br />
    23. 23. Air Asia: Using Syndication to Drive Sales<br />“1 Million Free Seats”<br />402,222 seats sold in the first 24 hours<br />The success of the campaign is attributed to the power of our blog and social network platform.<br />Kathleen Tan<br />Regional Head of Commercial<br />40% of posts are from customers and guest bloggers<br />
    24. 24. Reason #4:Because syndication amplifies good ideas<br />
    25. 25. Ibis Singapore: PayWhatYouWant.com.sg<br />PR was picked up by 14,000 sites, 800 blogs and tweeted 2,300 times<br />
    26. 26. Coke’s First Official Experiment in Viral Video<br />800,000+ views in 8 days<br />1,700,000+ views to-date<br />5,800+ ratings, with an average rating of 4.75 stars<br />1,190+ comments<br />
    27. 27. 4 Things You Can Start Tomorrow<br />Understand what information your customers want, and how they want to get it<br />Unearth content that’s worth sharing<br />Define your goals, and measure them<br />Pick a project that’s simple, cheap and fun<br />
    28. 28. Introducing the DMS Group<br />DMS Group is an integrated group of technology-enabled media services.<br />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. <br />
    29. 29. Technology-enabled media services for brands in Asia-Pacific<br />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.<br />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.<br />The creation, localization and management of high impact branded content experiences across Asia Pacific.<br />
    30. 30. Syndacast helps amplify your message on the social web<br />PR Syndication<br />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.<br />Video Syndication<br />Blog Marketing<br />Social Media Advertising<br />
    31. 31. Our syndication network includes newswires, Web 2.0 sites and content-sharing sites<br />
    32. 32. Thank You<br />Get in touch! <br />Timi.S@syndacast.com <br />www.twitter.com/TimiSiytangco <br />www.syndacast.com<br />
    33. 33. Measure Your Efforts<br />
    34. 34. What social metrics are organizations measuring?<br />
    35. 35. Measuring Social Media Using the Action Funnel<br />Channel: Corporate Blog<br />Objective: Lead Generation<br />1<br />2<br />3<br />Source: Social Media B2B<br />
    36. 36. Get Your Analytics On!<br />Free Books from Eric Petersen<br />Web Analytics Demystified<br />The Big Book of Key Performance Indicators<br />www.webanalyticsdemystified.com<br />Google Analytics and Related Tools<br />Google Conversion University<br />Google AdPlanner<br />Google Search Tools – Wonder Wheel, Timeline<br />

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