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

1. Content & Promotion
For Social Media
By @JordanKasteler

2. Facets of Social Media

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. 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:

6. 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

7. 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

8. “A rising tide raises all boats”
Benefits - Links

9. Informational > Transactional
Rankings

10. 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

11. Creating Linkbait

12. What is LinkbaitAudience
•Who do you want to relate to?
•Why would they care?
•What would make them likely to spread your idea?

13. What is LinkbaitAudience

14. Audience

15. What is LinkbaitHooks
Content Angle

16. People like, share and vote on things that they can related to.
Relate to People
Infographic Linkbait

17. What is LinkbaitInfographics

18. What is LinkbaitInfographic Types
Types:
•Charts
•Maps
•Diagrams
•Timelines
Format:
•Static
•Animated
•Interactive

19. What is LinkbaitProcess
1.Brainstorming
2.Research
3.Development
4.Publication
5.Promotion

20. What is Linkbait1. Brainstorming
• Topic/Subject
• Type of content
• Angles

21. What is Linkbait
Titles & Description
Keywords + Emotional Response
1. Brainstorming

22. 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

23. 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

24. 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?

25. What is Linkbait3. Development
1. Copy
2. Structure
3. Style
4. Layout

26. 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

27. What is Linkbait3. Development
Structure

28. What is Linkbait
 Headers
 Whitespace
 Consistency
 Bulleted/Numbered Lists
• Break up content visually
• Create a visual hierarchy
• Make it skimmable
3. Development
Style

29. What is Linkbait
Supportive media:
•Vivid imagery
•Screenshots
•Videos
•Links
3. Development

30. What is Linkbait4. Publication
Don’t use link code to link somewhere irrelevant or unintended by endorser
• Easy to link to
• Easy to share

31. 5. Promotion

32. 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.

33. 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

34. What is LinkbaitTiming

35. What is LinkbaitResources
Headline Formulas
http://socialmediaworkbook.com/wp-content/uploads/102-headline-formulas.pdf
Linkbait Ideas
http://www.portentinteractive.com/tom/230-link-bait-ideas.pdf

36. Thank You!
Jordan Kasteler
JKasteler@BlueGlass.com
@JordanKasteler