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Online Marketing Summit<br />Minneapolis, MN (#OMSMIN) | June 25, 2010<br />Relevant Content is King:<br />How to Improve ...
WELCOME TO ONE OF #OMSMIN’S MOST VALUABLE SESSIONS!<br />2<br />
MOST TALENTED SPEAKER?<br />3<br />
Unlikely<br />6/25/10<br />4<br />
I’M SO EASY ON THE EYES THAT NO MATTER WHAT COMES OUT OF MY MOUTH, YOU’RE GOING TO LOVE IT?<br />5<br />
definitely NOT<br />6/25/10<br />6<br />
(more like it)<br />6/25/10<br />7<br />
THEN WHY?<br />8<br />
9<br />CONTENT RELEVANCE<br />
Act 1 –The Noise<br />Act 2 – 5 Ways to Break Through<br />Act 3 – Your Homework<br />6/25/10<br />10<br />
11<br />
6/25/10<br />12<br />
Who is a publisher?<br />6/25/10<br />13<br />Jay Baer<br />Convince & Convert<br />@jaybaer<br />
<ul><li>3 trillion web pages indexed by Google
Estimate +50 billion unique
90 trillion emails sent annually
3.5 billion conversations occurring daily
4 billion images on Flickr
2.5 billion images uploaded to Facebook each month
On and on and on and on…</li></ul>6/25/10<br />14<br />Random Content Statistics<br />Sources – pingdom, emarketer, Comsco...
6/25/10<br />15<br />Low barrier to entry<br />(cost efficient)<br />Speedy distribution<br />Mass consumption<br />Tracka...
6/25/10<br />16<br />
6/25/10<br />17<br />   One man’s opinion<br />   Cheap, mass content creation is irrelevant, but it works (today)!<br />
6/25/10<br />18<br />
2 billion internet users world wide perform:<br /><ul><li>2 billion daily searches
3.5 billion daily conversations</li></ul>6/25/10<br />19<br />At the Same Time…Content Demand<br />
6/25/10<br />20<br />Content Supply and Demand<br />
6/25/10<br />21<br />So what’s the problem?  Disconnect <br />
<ul><li>Answer questions
Document experiences
Share with others
Build relationships
Expand knowledgebase</li></ul>6/25/10<br />22<br />The Public: Content Engagement Desires<br />
Build brand and measurable sales (ROI)<br /><ul><li>Search – Noteworthy (links) and visible (indexed)
UX – Actionable (induce desired action)
Content Strategists – Organized and of Quality</li></ul>WHERE’S THE AUDIENCE’S NEEDS?<br />6/25/10<br />23<br />Marketers:...
6/25/10<br />24<br />What Marketers Forget…<br />Topical Inquiries<br />Results<br />
   What is a “search”?  What is a social conversation?<br /><ul><li>A request for content
Performed by real people
Who expect relevant answers</li></ul>6/25/10<br />25<br />…People Want “Relevant” Content<br />
6/25/10<br />26<br />What Marketers Forget…<br />irrelevant<br />relevant<br />
6/25/10<br />27<br />
So, what can one content producer do to compete against the content factories? <br />6/25/10<br />28<br />
   Give ‘em something to chew on!<br />6/25/10<br />29<br />Quality v. Quantity<br />Enough Already!!!<br />
CONTENT STRATEGY for the Web<br />- Learning How to Listen<br />   “No one knows better what your customer needs than your...
Content Strategy Development Process<br />But something’s missing…<br />
Content Strategy Development Process<br />
Content Strategy Development Process<br />
6/25/10<br />34<br />Traditional Ways to Discover Demand<br />
No, it doesn’t require mind expansion, or a bus<br />6/25/10<br />35<br />It’s time to listen, but in a new way…<br />
6/25/10<br />36<br />Tap In To The World’s Largest Focus Group<br />
6/25/10<br />37<br />
<ul><li>Identify customer vernacular
Understand the meaning inquiries
Prioritize your content based on their demand
Package for consumption
Plan for the future</li></ul>6/25/10<br />38<br />How Search and Social Data Can Help<br />
Survey says!<br />6/25/10<br />39<br />Like A Giant Game of Family Feud <br />
Minimum<br /><ul><li>Keyword Research - Google Adwords
Social Research – Technorati, Facebook, twitter, flickr and YouTube (and sometimes LinkedIn)</li></ul>Ideally<br /><ul><li...
Social listening software (like Radian6)</li></ul>6/25/10<br />40<br />The Tools You Need<br />
 CONTENT RELEVANCE TIP #1SPEAK AS YOUR CUSTOMERS DO<br />41<br />
6/25/10<br />42<br />
6/25/10<br />43<br />Oral Health v. Dental Health<br />@icrossing<br />“connected brands”<br />2005: DENTAL HEALTH/CARE 5X...
6/25/10<br />44<br />   What if we used search demand to inform content and brand?<br /><ul><li>Increase visibility
Improve traffic
Improve conversions
Make deeper connections
Influence conversations</li></ul>All by improving relevance<br />
Little did I know…<br />6/25/10<br />45<br />“TV” or “Television?”<br />Bill Hunt<br />Back Azimuth Consulting<br />@billh...
What’s New?  Social<br />6/25/10<br />46<br />
   ALIGN YOUR VERNACULAR WITH THAT OF YOUR CUSTOMERS’ ACROSS ALL FORMS OF COMMUNICATION<br />6/25/10<br />47<br />Key Take...
 CONTENT RELEVANCE TIP #2UNDERSTAND THE INQUIRY<br />48<br />
Great, but what do they want?<br />6/25/10<br />49<br />“TV” or “Television?”<br />“TV” monthly search volume of 277M<br /...
They LOVE the Latest and Greatest<br />6/25/10<br />50<br />Katie Van Domelen<br />Off Madison Ave<br />Social Media Manag...
What does that mean for content creation?<br />6/25/10<br />51<br />Understanding inquiry context provides the data needed...
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Online Marketing Summit Phoenix - Improving content relevance through social and search data mining - content strategy - mike corak - ethology

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Relevant Content is King - How to Improve Your Content's Relevance, and In-Turn, Your Marketing Results, Through Search and Social Data Mining

Delivered at the Online Marketing Summit in Phoenix, May 2010, and Minneapolis, June 2010
By mining search and social data to understand content demand, content strategists, digital strategists, and brand strategists, as well as UX and PR professionals, can use these findings to improve the relevance of their communications, and there, measurably improve the results of their efforts. See how this collected "customer intelligence" dramatically effects organization's communications.

Published in: Business, Technology

Online Marketing Summit Phoenix - Improving content relevance through social and search data mining - content strategy - mike corak - ethology

  1. 1. Online Marketing Summit<br />Minneapolis, MN (#OMSMIN) | June 25, 2010<br />Relevant Content is King:<br />How to Improve Your Content's Relevance, and In-Turn, Your Marketing Results, Through Search and Social Data Mining<br />Mike CorakVice President of StrategyTallwave <br />1<br />
  2. 2. WELCOME TO ONE OF #OMSMIN’S MOST VALUABLE SESSIONS!<br />2<br />
  3. 3. MOST TALENTED SPEAKER?<br />3<br />
  4. 4. Unlikely<br />6/25/10<br />4<br />
  5. 5. I’M SO EASY ON THE EYES THAT NO MATTER WHAT COMES OUT OF MY MOUTH, YOU’RE GOING TO LOVE IT?<br />5<br />
  6. 6. definitely NOT<br />6/25/10<br />6<br />
  7. 7. (more like it)<br />6/25/10<br />7<br />
  8. 8. THEN WHY?<br />8<br />
  9. 9. 9<br />CONTENT RELEVANCE<br />
  10. 10. Act 1 –The Noise<br />Act 2 – 5 Ways to Break Through<br />Act 3 – Your Homework<br />6/25/10<br />10<br />
  11. 11. 11<br />
  12. 12. 6/25/10<br />12<br />
  13. 13. Who is a publisher?<br />6/25/10<br />13<br />Jay Baer<br />Convince & Convert<br />@jaybaer<br />
  14. 14. <ul><li>3 trillion web pages indexed by Google
  15. 15. Estimate +50 billion unique
  16. 16. 90 trillion emails sent annually
  17. 17. 3.5 billion conversations occurring daily
  18. 18. 4 billion images on Flickr
  19. 19. 2.5 billion images uploaded to Facebook each month
  20. 20. On and on and on and on…</li></ul>6/25/10<br />14<br />Random Content Statistics<br />Sources – pingdom, emarketer, Comscore, Google, Facebook<br />
  21. 21. 6/25/10<br />15<br />Low barrier to entry<br />(cost efficient)<br />Speedy distribution<br />Mass consumption<br />Trackable<br />Lots of Noise<br />Quality is not a priority<br />Untargeted<br />
  22. 22. 6/25/10<br />16<br />
  23. 23. 6/25/10<br />17<br /> One man’s opinion<br /> Cheap, mass content creation is irrelevant, but it works (today)!<br />
  24. 24. 6/25/10<br />18<br />
  25. 25. 2 billion internet users world wide perform:<br /><ul><li>2 billion daily searches
  26. 26. 3.5 billion daily conversations</li></ul>6/25/10<br />19<br />At the Same Time…Content Demand<br />
  27. 27. 6/25/10<br />20<br />Content Supply and Demand<br />
  28. 28. 6/25/10<br />21<br />So what’s the problem? Disconnect <br />
  29. 29. <ul><li>Answer questions
  30. 30. Document experiences
  31. 31. Share with others
  32. 32. Build relationships
  33. 33. Expand knowledgebase</li></ul>6/25/10<br />22<br />The Public: Content Engagement Desires<br />
  34. 34. Build brand and measurable sales (ROI)<br /><ul><li>Search – Noteworthy (links) and visible (indexed)
  35. 35. UX – Actionable (induce desired action)
  36. 36. Content Strategists – Organized and of Quality</li></ul>WHERE’S THE AUDIENCE’S NEEDS?<br />6/25/10<br />23<br />Marketers: What Makes Content Valuable<br />
  37. 37. 6/25/10<br />24<br />What Marketers Forget…<br />Topical Inquiries<br />Results<br />
  38. 38. What is a “search”? What is a social conversation?<br /><ul><li>A request for content
  39. 39. Performed by real people
  40. 40. Who expect relevant answers</li></ul>6/25/10<br />25<br />…People Want “Relevant” Content<br />
  41. 41. 6/25/10<br />26<br />What Marketers Forget…<br />irrelevant<br />relevant<br />
  42. 42. 6/25/10<br />27<br />
  43. 43. So, what can one content producer do to compete against the content factories? <br />6/25/10<br />28<br />
  44. 44. Give ‘em something to chew on!<br />6/25/10<br />29<br />Quality v. Quantity<br />Enough Already!!!<br />
  45. 45. CONTENT STRATEGY for the Web<br />- Learning How to Listen<br /> “No one knows better what your customer needs than your customer.”<br />6/25/10<br />30<br />Understand Your Audiences<br />Kristina Halvorson<br />Brain Traffic<br />@halvorson<br />Author – CONTENT STRATEGY<br />
  46. 46. Content Strategy Development Process<br />But something’s missing…<br />
  47. 47. Content Strategy Development Process<br />
  48. 48. Content Strategy Development Process<br />
  49. 49. 6/25/10<br />34<br />Traditional Ways to Discover Demand<br />
  50. 50. No, it doesn’t require mind expansion, or a bus<br />6/25/10<br />35<br />It’s time to listen, but in a new way…<br />
  51. 51. 6/25/10<br />36<br />Tap In To The World’s Largest Focus Group<br />
  52. 52. 6/25/10<br />37<br />
  53. 53. <ul><li>Identify customer vernacular
  54. 54. Understand the meaning inquiries
  55. 55. Prioritize your content based on their demand
  56. 56. Package for consumption
  57. 57. Plan for the future</li></ul>6/25/10<br />38<br />How Search and Social Data Can Help<br />
  58. 58. Survey says!<br />6/25/10<br />39<br />Like A Giant Game of Family Feud <br />
  59. 59. Minimum<br /><ul><li>Keyword Research - Google Adwords
  60. 60. Social Research – Technorati, Facebook, twitter, flickr and YouTube (and sometimes LinkedIn)</li></ul>Ideally<br /><ul><li>Your keyword research tool of choice
  61. 61. Social listening software (like Radian6)</li></ul>6/25/10<br />40<br />The Tools You Need<br />
  62. 62. CONTENT RELEVANCE TIP #1SPEAK AS YOUR CUSTOMERS DO<br />41<br />
  63. 63. 6/25/10<br />42<br />
  64. 64. 6/25/10<br />43<br />Oral Health v. Dental Health<br />@icrossing<br />“connected brands”<br />2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!<br />2010: 2x<br />
  65. 65. 6/25/10<br />44<br /> What if we used search demand to inform content and brand?<br /><ul><li>Increase visibility
  66. 66. Improve traffic
  67. 67. Improve conversions
  68. 68. Make deeper connections
  69. 69. Influence conversations</li></ul>All by improving relevance<br />
  70. 70. Little did I know…<br />6/25/10<br />45<br />“TV” or “Television?”<br />Bill Hunt<br />Back Azimuth Consulting<br />@billhunt<br />“Voice of the Customer”<br />Search Engine Marketing, Inc. Co-Author<br />“TV” monthly search volume of 277M<br />“Television” monthly search volume 13M<br />
  71. 71. What’s New? Social<br />6/25/10<br />46<br />
  72. 72. ALIGN YOUR VERNACULAR WITH THAT OF YOUR CUSTOMERS’ ACROSS ALL FORMS OF COMMUNICATION<br />6/25/10<br />47<br />Key Takeaway #1<br />
  73. 73. CONTENT RELEVANCE TIP #2UNDERSTAND THE INQUIRY<br />48<br />
  74. 74. Great, but what do they want?<br />6/25/10<br />49<br />“TV” or “Television?”<br />“TV” monthly search volume of 277M<br />“Television” monthly search volume 13M<br />
  75. 75. They LOVE the Latest and Greatest<br />6/25/10<br />50<br />Katie Van Domelen<br />Off Madison Ave<br />Social Media Manager<br />@ktvan<br />www.socialmedialand.net<br />
  76. 76. What does that mean for content creation?<br />6/25/10<br />51<br />Understanding inquiry context provides the data needed to inform the content’s subject matter:<br /><ul><li> Use “TV” over “Television” according to demand (traffic)
  77. 77. Create content around new products for relevance (conversion)
  78. 78. Product reviews, product sneak peaks, what’s hot, etc.</li></li></ul><li> EXAMINE SOCIAL CONVERSATIONS AND CONTENT TO DEFINE CONTEXT<br />6/25/10<br />52<br />KEY TAKEAWAY #2<br />
  79. 79. CONTENT RELEVANCE TIP #3CATEGORIZE AND PRIORITIZE THE INTEREST<br />53<br />
  80. 80. WAKE UP!!!<br />54<br />If there’s one takeaway…<br />
  81. 81. 6/25/10<br />55<br /> Interest Categorization and Comparison<br />Serah Ye<br />www.tallwave.com<br />
  82. 82. 6/25/10<br />56<br />Prioritizing for Content Demand<br />
  83. 83. 6/25/10<br />57<br />Best Buy – in the Ballpark<br />
  84. 84. 6/25/10<br />58<br />Also Examine User Intent<br />
  85. 85. Case Study: Content Prioritization<br />6/25/10<br />59<br />Leslie’s Swimming Pool Supplies<br />Informed Marketers<br />Old<br />New<br />
  86. 86. What could be next?<br />6/25/10<br />60<br />Don’t forget banners, emails, press releases, television and radio ads<br />
  87. 87. Case Study: Arizona Office of Tourism<br />6/25/10<br />61<br />Social<br />Banners<br />Search and Social Interest<br />Locations – GC, Sedona, cities<br />Activities – outdoor<br />Images<br />Website<br />
  88. 88. PRIORITIZE CONTENT ACCORDING TO DEMAND <br /> AUDIT YOUR CONTENT AGAINST DEMAND<br /> NOTE THE DELTA AND GET TO WORK<br />6/25/10<br />62<br />KEY TAKEAWAYS #3<br />
  89. 89. CONTENT RELEVANCE TIP #4PACKAGE FOR CONSUMPTION<br />63<br />
  90. 90. What Kind of Content Do We Need?<br />6/25/10<br />64<br />Locations (Media Types)<br />Influencers<br />
  91. 91. <ul><li>Blogs – a page or so – copy and images - tell a story
  92. 92. MicroMedia – twitter – 140 characters, links to other content, networking
  93. 93. Facebook – comments, conversation starters, opportunities for engagement
  94. 94. Comments/Forums – conversation participation – short and sweet
  95. 95. Video/Images</li></ul>6/25/10<br />65<br />Planning Your Content<br />
  96. 96. EXAMINE CONVERSATION LOCATION AND MEDIA TYPE TO DETERMINE WHAT KIND OF CONTENT TO CREATE<br />6/25/10<br />66<br />KEY TAKEAWAY #4<br />
  97. 97. CONTENT RELEVANCE TIP #5CREATE A PLAN, LISTEN, UPDATE IT, AND NEVER STOP!<br />67<br />
  98. 98. Demand from Social and Search Data +<br />6/25/10<br />68<br />Why Reinvent the Wheel?<br />Kristina Halvorson<br />Brain Traffic<br />@halvorson<br />Author – CONTENT STRATEGY<br />
  99. 99. <ul><li>AUDIT YOUR CONTENT AGAINST YOUR NEEDED CONTENT
  100. 100. EXAMINE CONTENT QUALITY
  101. 101. DEVELOP A PLAN
  102. 102. CREATE/ADJUST
  103. 103. MEASURE
  104. 104. DO IT AGAIN!</li></ul>6/25/10<br />69<br />KEY TAKEAWAY<br />
  105. 105. 6/25/10<br />70<br /> You can build it all day and night<br />
  106. 106. 6/25/10<br />71<br />But that doesn’t mean anyone can find it<br />OPTIMIZE ALL CONTENT FOR SEARCH<br />
  107. 107. 6/25/10<br />72<br />
  108. 108. <ul><li>Perform search based keyword research - what you say, what your customers say
  109. 109. Brand
  110. 110. Competitors’ brand
  111. 111. Products services
  112. 112. Use social to understand content inquiry context, sentiment, type, and location of conversations around your keywords
  113. 113. Categorize and compare your keywords with relevant demand
  114. 114. Audit current content against categorized content
  115. 115. Is there a difference?
  116. 116. Tell me, and do something about it!</li></ul>6/25/10<br />73<br />Homework (the Process)<br />
  117. 117. Free<br /><ul><li>Google Adwords
  118. 118. Technorati
  119. 119. search.twitter.com</li></ul>Paid<br /><ul><li>Any KW tool
  120. 120. Radian6
  121. 121. Spiral 16</li></ul>6/25/10<br />74<br />Tools and Resources<br /><ul><li>Proprietary Tallwave research tool (sorry)</li></li></ul><li>Contact Info<br /><ul><li>Mike.Corak@tallwave.com
  122. 122. 602.570.6601
  123. 123. @mikecorak
  124. 124. www.linkedin.com/in/mikecorak
  125. 125. Slides – www.slideshare.net/mcorak
  126. 126. Commentary – www.digitalmarketingstrategy.com</li></ul>75<br />Thank You!<br />
  127. 127. 76<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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