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CONTENT CATEGORY                      AUDIT               ASSESS                       PLAN                        C.O.P.©                  EXECUTE              SOCIALIZE             MONITOR
                                                                                                                         Content Optimization Plan


                                                                                                                           OPP. #1 - NEW                  IDEATE &               SOCIALIZE WITH
                                                                                                                           VIDEO NEEDED                   SCRIPT                   SEED PLAN
                                                                                             IDENTIFY OPPORTUNITIES TO
                                                                                             ENHANCE EXISTING ASSETS                                                           • Youtube               MONITOR
                                                  SEARCH &                 EXISTING                                        OPP. #2 - MODIFY               SCRIPT &             • Embed                FEEDBACK -
                       VIDEO                      SOCIAL AUDIT             ASSETS                                          EXISTING VIDEO                 EDIT                 • Reddit                TRACK &
                                                                                             IDENTIFY OPPORTUNITIES TO                                                         • mag.ma                 ADJUST
                  • Quicktime Files                                                          CREATE REQUESTED CONTENT                                                          • Partnerships
                  • Windows Media Files                                                                                    OPP. #3 - POOR TAGGING &       RESEARCH &           • Syndication
                  • Flash Videos                                                                                           KEYWORD USAGE                  COPYWRITING          • Etc
                  • Youtube Videos
                  • Vimeo Videos
                  • Facebook Videos                                                                                        OPP. #1 - NEW DOCUMENT         CONTENT                SOCIALIZE WITH
                  • Twitter Videos                                                                                         NEEDED                         DEVELOPMENT              SEED PLAN
                                                                                             IDENTIFY OPPORTUNITIES TO
                                                                                             ENHANCE EXISTING ASSETS                                                           • Scribd Library        MONITOR
                                                  SEARCH &                 EXISTING                                        OPP. #2 - MODIFY EXISTING      CONTENT              • Slideshare Library   FEEDBACK -
                  DOCUMENTS                       SOCIAL AUDIT             ASSETS                                          DOCUMENT                       EDITING              • Embed to .com site    TRACK &
                                                                                             IDENTIFY OPPORTUNITIES TO                                                         • Embed to Facebook      ADJUST
                  • PDFs                                                                     CREATE REQUESTED CONTENT                                                          • Etc
                  • Word Docs                                                                                              OPP. #3 - POOR VISIBILITY OR   COPYWRITING/
                  • PowerPoint Docs                                                                                        STRUCTURE OF LIBRARY           ARCHITECTURE
                  • Press Releases

                                                                                                                           OPP. #1 - NEW IMAGE            PURCHASE OR            SOCIALIZE WITH
                                                                                                                           NEEDED                         CREATE IMAGES            SEED PLAN
   SOCIAL                                                                                    IDENTIFY OPPORTUNITIES TO
                                                                                             ENHANCE EXISTING ASSETS                                                           • Photobucket           MONITOR
  CONTENT            IMAGES
                                                  SEARCH &                 EXISTING                                        OPP. #2 - MISSING OR
                                                                                                                                                          COPYWRITING
                                                                                                                                                                               • Flickr               FEEDBACK -
                                                  SOCIAL AUDIT             ASSETS                                          IMPROPER TAGS & ALT TEXT                            • Instagram             TRACK &
OPTIMIZATION                                                                                 IDENTIFY OPPORTUNITIES TO                                                         • Etc                    ADJUST
   (SCO) ©        • All static image assets                                                  CREATE REQUESTED CONTENT
                                                                                                                           OPP. #3 - POOR LIBRARY         INFORMATION
                                                                                                                           STRUCTURE                      ARCHITECTURE


                                                                                                                           OPP. #1 - ENGAGE ON A          PART-TIME              SOCIALIZE WITH
                                                                                             IDENTIFY OPPORTUNITIES        SPECIFIC MESSAGE BOARD         AMBASSADOR               SEED PLAN
                                                                                             TO ENGAGE WITH EXISTING                                                           • Blogs                 MONITOR
                                                  SEARCH &                                   DIALOGUE                      OPP. #2 - RESPOND DIRECTLY     PART-TIME            • Facebook             FEEDBACK -
                 CONVERSATION                     SOCIAL AUDIT
                                                                          INSIGHTS
                                                                                                                           TO A THOUGHT LEADER            AMBASSADOR           • Twitter               TRACK &
                                                                                             IDENTIFY OPPORTUNITIES TO                                                         • Forums                 ADJUST
                  • Blogs                                                                    ENGAGE AUDIENCE                                                                   • Message Boards
                  • Forums                                                                                                 OPP. #3 - AMBASSADORS
                                                                                                                                                          TRAINING             • Etc
                  • Message Boards                                                                                         NEEDED



                                                                                                                           OPP. #1 - RECIPES NOT          SITE & INFORMATION     SOCIALIZE WITH
                                                                                             IDENTIFY OPPORTUNITIES        VISIBLE IN SEARCH              ARCHITECTURE             SEED PLAN
                                                                                             TO LEVERAGE & ENHANCE                                                             • Recipe Databases      MONITOR
                                                  SEARCH &                 EXISTING          EXISTING ASSETS               OPP. #2 - INFORMATION NOT      SITE & INFORMATION   • News Sites           FEEDBACK -
                       NICHE                      SOCIAL AUDIT             ASSETS                                          APPEARING IN LOCAL SEARCH      ARCHITECTURE         • Yelp                  TRACK &
                                                                                             IDENTIFY OPPORTUNITIES TO                                                         • Google Maps            ADJUST
                  • Recipes                                                                  CREATE REQUESTED CONTENT                                                          • Sharability
                  • News                                                                                                   OPP. #3 - NEWS NOT APPEAR-     SITE & INFORMATION   • Etc
                  • Geo/Local                                                                                              ING IN SEARCH NEWS RESULTS     ARCHITECTURE




                                              ©2011 Daniel J. Edelman, Inc. All rights reserved.                                                                                                         Digital

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Edelman Digital SCO Process

  • 1. CONTENT CATEGORY AUDIT ASSESS PLAN C.O.P.© EXECUTE SOCIALIZE MONITOR Content Optimization Plan OPP. #1 - NEW IDEATE & SOCIALIZE WITH VIDEO NEEDED SCRIPT SEED PLAN IDENTIFY OPPORTUNITIES TO ENHANCE EXISTING ASSETS • Youtube MONITOR SEARCH & EXISTING OPP. #2 - MODIFY SCRIPT & • Embed FEEDBACK - VIDEO SOCIAL AUDIT ASSETS EXISTING VIDEO EDIT • Reddit TRACK & IDENTIFY OPPORTUNITIES TO • mag.ma ADJUST • Quicktime Files CREATE REQUESTED CONTENT • Partnerships • Windows Media Files OPP. #3 - POOR TAGGING & RESEARCH & • Syndication • Flash Videos KEYWORD USAGE COPYWRITING • Etc • Youtube Videos • Vimeo Videos • Facebook Videos OPP. #1 - NEW DOCUMENT CONTENT SOCIALIZE WITH • Twitter Videos NEEDED DEVELOPMENT SEED PLAN IDENTIFY OPPORTUNITIES TO ENHANCE EXISTING ASSETS • Scribd Library MONITOR SEARCH & EXISTING OPP. #2 - MODIFY EXISTING CONTENT • Slideshare Library FEEDBACK - DOCUMENTS SOCIAL AUDIT ASSETS DOCUMENT EDITING • Embed to .com site TRACK & IDENTIFY OPPORTUNITIES TO • Embed to Facebook ADJUST • PDFs CREATE REQUESTED CONTENT • Etc • Word Docs OPP. #3 - POOR VISIBILITY OR COPYWRITING/ • PowerPoint Docs STRUCTURE OF LIBRARY ARCHITECTURE • Press Releases OPP. #1 - NEW IMAGE PURCHASE OR SOCIALIZE WITH NEEDED CREATE IMAGES SEED PLAN SOCIAL IDENTIFY OPPORTUNITIES TO ENHANCE EXISTING ASSETS • Photobucket MONITOR CONTENT IMAGES SEARCH & EXISTING OPP. #2 - MISSING OR COPYWRITING • Flickr FEEDBACK - SOCIAL AUDIT ASSETS IMPROPER TAGS & ALT TEXT • Instagram TRACK & OPTIMIZATION IDENTIFY OPPORTUNITIES TO • Etc ADJUST (SCO) © • All static image assets CREATE REQUESTED CONTENT OPP. #3 - POOR LIBRARY INFORMATION STRUCTURE ARCHITECTURE OPP. #1 - ENGAGE ON A PART-TIME SOCIALIZE WITH IDENTIFY OPPORTUNITIES SPECIFIC MESSAGE BOARD AMBASSADOR SEED PLAN TO ENGAGE WITH EXISTING • Blogs MONITOR SEARCH & DIALOGUE OPP. #2 - RESPOND DIRECTLY PART-TIME • Facebook FEEDBACK - CONVERSATION SOCIAL AUDIT INSIGHTS TO A THOUGHT LEADER AMBASSADOR • Twitter TRACK & IDENTIFY OPPORTUNITIES TO • Forums ADJUST • Blogs ENGAGE AUDIENCE • Message Boards • Forums OPP. #3 - AMBASSADORS TRAINING • Etc • Message Boards NEEDED OPP. #1 - RECIPES NOT SITE & INFORMATION SOCIALIZE WITH IDENTIFY OPPORTUNITIES VISIBLE IN SEARCH ARCHITECTURE SEED PLAN TO LEVERAGE & ENHANCE • Recipe Databases MONITOR SEARCH & EXISTING EXISTING ASSETS OPP. #2 - INFORMATION NOT SITE & INFORMATION • News Sites FEEDBACK - NICHE SOCIAL AUDIT ASSETS APPEARING IN LOCAL SEARCH ARCHITECTURE • Yelp TRACK & IDENTIFY OPPORTUNITIES TO • Google Maps ADJUST • Recipes CREATE REQUESTED CONTENT • Sharability • News OPP. #3 - NEWS NOT APPEAR- SITE & INFORMATION • Etc • Geo/Local ING IN SEARCH NEWS RESULTS ARCHITECTURE ©2011 Daniel J. Edelman, Inc. All rights reserved. Digital