Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Commerce Exchange Presentation

Social Commerce Exchange Presentation on Social Promotion and Creation of Content.

  • Login to see the comments

  • Be the first to like this

Social Commerce Exchange Presentation

  1. 1. Content & Promotion For Social Media By @JordanKasteler
  2. 2. Facets of Social Media
  3. 3. What is Linkbait? Social media content, aka linkbait, is a form of content that people will notice and link to from their sites or share with friends. • Content that is too interesting NOT to read • Makes people feel something • Provides for effortless transfer to others • Makes other want to share
  4. 4. Linkbait Content •Lists •News •Rants •Interviews •Parodies •Satire •Predictions •Comparisons •Polls •Surveys •Resources •How-to Guides •Articles •Infographics •Widgets •Quizzes •Videos •etc Forms of Media: Types of Content:
  5. 5. TRAFFIC •Unique Visits / Page Views •CPM Revenue VISIBILITY •Branding / Buzz •Links / Social Signals oLong-Tail Traffic oSearch Rankings oLeads / Sales STICKINESS •Newsletter / RSS Subscribers •Return Visitors Benefits
  6. 6. 3 Levels of Traffic: 1. SOCIAL •High Traffic #s •High Bounce Rate •Low Time on Site/Page •Low Conversion 2. LINK •More Relevant Traffic 3. SEARCH •Highly Relevant Traffic •High Conversion Benefits - Traffic
  7. 7. “A rising tide raises all boats” Benefits - Links
  8. 8. Informational > Transactional Rankings
  9. 9. Title: Amazing Photos: Big Results from Compact Cameras Unique Visits: 200k+ Inbound Links: ~200 (LiveScience, MSNBC) Popular on: Digg, StumbleUpon, Mixx, Yahoo! Buzz, and Kirtsy SERP Results: Compact Cameras, Amazing Photos from Compact Cameras, Compact Camera Photos, Compact Camera Results Keywords: Compact Cameras - #14 Amazing Photos from Compact Cameras - #1 Compact Camera photos - #9 Compact Camera Results - #3 Case Study
  10. 10. Creating Linkbait
  11. 11. What is LinkbaitAudience •Who do you want to relate to? •Why would they care? •What would make them likely to spread your idea?
  12. 12. What is LinkbaitAudience
  13. 13. Audience
  14. 14. What is LinkbaitHooks Content Angle
  15. 15. People like, share and vote on things that they can related to. Relate to People Infographic Linkbait
  16. 16. What is LinkbaitInfographics
  17. 17. What is LinkbaitInfographic Types Types: •Charts •Maps •Diagrams •Timelines Format: •Static •Animated •Interactive
  18. 18. What is LinkbaitProcess 1.Brainstorming 2.Research 3.Development 4.Publication 5.Promotion
  19. 19. What is Linkbait1. Brainstorming • Topic/Subject • Type of content • Angles
  20. 20. What is Linkbait Titles & Description Keywords + Emotional Response 1. Brainstorming
  21. 21. What is Linkbait Titles & Description Use action words – verbs! Verbs encourage readership and guides them. You can use words like •Discover •Find •Get •Learn •Join •See •Read •Etc 1. Brainstorming
  22. 22. What is Linkbait Titles & Description Headlines elicit vote •Create Curiosity •Tap into emotions (worry, fear, frustration, anger, etc) •Set expectations (WIIFM?) Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing. 1. Brainstorming
  23. 23. What is Linkbait2. Research • Is the subject relevant, interesting, and timely? • Find additional information to aid your content. Verify sources. • Has it been done before? • If so, what value can you add, revise, etc?
  24. 24. What is Linkbait3. Development 1. Copy 2. Structure 3. Style 4. Layout
  25. 25. What is Linkbait3. Development • Break up your content into sections to make long content seem shorter. • Explain each key idea or section as succinctly as possible while also being thorough. • Make every sentence count. News: 300-500 words Insightful Article: 750-1,000 words Evergreen Resource: As long as it needs to be fully comprehensive Copy Length
  26. 26. What is Linkbait3. Development Structure
  27. 27. What is Linkbait  Headers  Whitespace  Consistency  Bulleted/Numbered Lists • Break up content visually • Create a visual hierarchy • Make it skimmable 3. Development Style
  28. 28. What is Linkbait Supportive media: •Vivid imagery •Screenshots •Videos •Links 3. Development
  29. 29. What is Linkbait4. Publication Don’t use link code to link somewhere irrelevant or unintended by endorser • Easy to link to • Easy to share
  30. 30. 5. Promotion
  31. 31. 5. Promotion • 4-line postings see a 30% increase in engagement over average posts. • 5-line postings see a 60% increase in engagement over average posts. Sharing own thoughts and analysis get 40% more Likes.
  32. 32. Days of Week: •Sunday (best engagement – 25% more Likes / 8% more comments) •Wednesday, Thursday, and Saturday (get up to 85% more clicks on links) Time of Day: •7-8am (up to 40% more engagement) •10am •5pm Timing
  33. 33. What is LinkbaitTiming
  34. 34. What is LinkbaitResources Headline Formulas Linkbait Ideas
  35. 35. Thank You! Jordan Kasteler @JordanKasteler