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Leverage the Power of Pull


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PRSA International Conference 2009 presentation by Gary Goldhammer, SVP Edelman Digital; and Jay Krall; Global Product Manager, Cision

Published in: Technology, Business

Leverage the Power of Pull

  1. 1. Leverage the Power of Pull <br />How to Make Your Brand More Digitally Discoverable<br />PRSA International ConferenceNovember 8, 2009Gary Goldhammer, SVP Digital Strategy, Edelman DigitalJay Krall, Global Product Manager, Cision<br />
  2. 2. ‘The social media stuff for us is probably the most important thing we do today from a marketing standpoint…it’s not just about blogging or wikis or RSS or any of that stuff, it’s about how do you use listening and coalescing conversations that are going on to kind of inform everything you’re doing. <br />So whether product design or product innovation, whether it’s customer service and support, how do you use social media to power the fundamentals of the business? That’s what we’re focused on. For us, it changes everything.’<br />Andy Lark, Dell, VP of Global Marketing & Communications<br />
  3. 3. Social Media Drives Awareness and Sales<br />Financial performance correlates with engagement<br />Companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance <br />More touch points (channels) can present a ripple effect, inducing viral marketing, boosting brand recognition and driving sales volume.<br />Highest performing brands are in seven channels or more<br />Companies with the highest levels of social media activity on average increased revenues by 18%<br />Companies with the least active saw sales drop 6% <br />Source: Altimeter Group 2009<br />
  4. 4. Budgets are Reflecting this Shift<br />
  5. 5. Search is King<br />90% of all web traffic goes through search<br />News aggregation is 63% of all searches<br />
  6. 6. Be Found…<br />…Or Get Lost<br />
  7. 7. The Power of Pull<br />Publishing Content In Social Media Bolsters Your Search Visibility<br />What Is Your Digital Discoverability?<br />In an age where Google and Facebook dominate, it&apos;s important that we turn our attention toward digital discoverability. <br />This requires we create relevant content that people will &quot;pull&quot; through search engines and social networks. <br />If you aren’t in the space – blogs and other types of content channels or communities, your brand may be either invisible or driven by someone else.<br /><br />
  8. 8. Digital Embassy Strategy<br />Multiple Channels, Multiple Formats<br />SPECIFIC TOPICS IN SPECIFIC FORMATS<br />Ensure visibility and manage reputation in rising vertical searches<br />ENGAGE DYNAMICALLY WITH YOUR AUDIENCES BASED ON THEIR DIGITAL SOCIAL LIFE<br />Identify where your brand’s target audiences are going, where they are finding info on topics relevant to your program objectives<br />SUCCESS METRICS<br />Share of search, share of voice, and share of involvement<br />
  9. 9. Social News Sharing<br />
  10. 10. SEO Benefits of Sharing<br />loves social content<br />Don’t think of Digg and Delicious pages discussing your brand as competing with content on your site: they boost your search rankings!<br />Submit your blog posts, videos and more to social news sharing sites as part of a larger mix of interesting content<br />Friend people who share your interestsso they can push your content too<br />
  11. 11. A Framework for Distribution<br />
  12. 12. Labeling and Micro-blogging Optimization Strategy<br />Tell the complete story in the headline. The headline has to make sense before people click, otherwise they won’t<br />Keep it short. Not only does the headline need to fit within Twitter’s character limits, but also leave room for the @name of anyone who re-tweets it<br />Use the keywords in titles. This ensures the content is easily “crawled” by search engines<br />400%<br />Growth in visits to the Twitter search engine in the last six months<br />
  13. 13. Micro-blog Ready Headlines<br />Example<br />“Brita Climate Ride 2008 NYC-DC”<br />If a person doesn’t know what the Climate Ride is, they won’t click through to that link because it doesn’t tell them what they’ll get<br />Instead, we would label the video in a way that the micro-blog post would read:<br />“Eco friendly bicycle ride from NYC-DC calling for global warming legislation - Brita Climate Ride 2008”<br />This label (title of the video):<br /><ul><li>Is less than 140 characters long
  14. 14. Tells the story for someone who’s not familiar with the Climate Ride
  15. 15. Uses key terms for SEO: Eco friendly, Global warming</li></li></ul><li>Top Ten and SEO<br />
  16. 16. Measuring success:Social Metrics<br />“I’ve got blogs whose target audience is 100 people – the right 100 people.”<br />Chris Anderson, The Long Tail<br />
  17. 17. Social Metrics That Matter<br />Inbound links: the currency of the Web<br />Blog comments<br />Total posts: does volume matter?<br />Citations on social news sharing sites<br />Track your results, document your progress, look for patterns<br />
  18. 18. Traditional/Passive Web Metrics That Matter<br />Unique Visitors per Month<br />E-mail Subscribers<br />RSS Subscribers<br />Time Spent<br />Unique Monthly Sessions<br />
  19. 19. Studying Social Web Habits Across Continents<br />Present content in each region in ways <br />that encourage the community’s favored mode of participation<br />Source: Cision analysis of Forrester Research Consumer Technographics Data 2009<br />*UK, France, Germany, Spain, Italy, Netherlands and Sweden<br />**Japan, South Korea and Metro China<br />
  20. 20. Identifying communities across borders<br />E-commerce agency Imano used Facebook and other sites to attract students from around the world to learn obtain certifications for Sun Microsystems’ Solaris operating system. They identified three target groups:<br />IT Students and Junior IT staff in developing countries with an established IT workforce. (Brazil, Russia, India & China)<br />IT Students and IT staff in the UK.<br />Non-IT students based in the UK and developing countries.<br />
  21. 21. Harnessing the Power of Pull<br />Determine your goals<br />Find your target community<br />Create, share and aggregate content<br />
  22. 22. Leverage the Power of Pull <br />How to Make Your Brand More Digitally Discoverable<br />PRSA International ConferenceNovember 8, 2009Gary Goldhammer, SVP Digital Strategy, Edelman DigitalJay Krall, Global Product Manager, Cision<br />