1. Seth Lieberman
CEO Pangea Media / SnapApp.com
slieberman@pangeamedia.com
Twitter: @SethWLieberman
#pubappx

2. "While the old Web was
about sites, clicks and
eyeballs, the new Web is
about communities,
participation and peering,"
-Don Tapscott, author of Wikinomics
2

3. Content
Marketing
Ads
Social

4. Goals
Vision
• Marketing Goals
• Sales Goals
• Content + Editorial
Strategy
Tactics
Actions

5. BE ANALYTICAL
If you can’t measure
you can’t repeat.
If you can’t repeat
you can’t scale.

6. “Plans are great. But missions are
better. Missions survive when plans fail”

7. “Engagement”

8. Content is King
The King is Dead
Long Live the King

9. Content Types
• Now
• Soon
• Forever

10. “Game Mechanics”
Collaborative
Competitive / Comparative
Cash

11. Anatomy of Engagement
Don’t bury the lede Create reason to participate
Set the hook Make the participation
interesting
Capture the value Drive the desired event
Deliver the payload Make it worth it

12. Use “Hourglass” Content
Exposure
Viral
Image: Watercrest

13. Facebook vs Your Website
photo
Original photo credit: geile/leon

14. What’s a “like” worth
Image credit digitalforreallife.com

15. Cross Pollination: Web + Social
• It takes the web and social to bear the most fruit
• Mix and match content
• Blend the experience, don’t box users in (or out)
Photo via Andy Mayer

17. What’s What on Facebook
• Timeline: Replaces the profile, makes historical status
updates, Likes and app installs more visible.
• Ticker: The Ticker replaces the "All Stories" vs "Top Stories"
distinction that use to exist. Now only high quality stories go on
the News Feed, and everything else goes in the Ticker. The
Ticker is the firehose of data for everything your friends and the
pages you subscribe to are doing and saying. Everything goes
into the ticker, but then the EdgeRank algorithm determines
which things get promoted to appear in the News Feed.
• OpenGraph API: The OpenGraph API is a new way to manage
“gestures” (i.e., like, read, listen to, cook, write, etc.), and
permissions for posting about those gestures/actions that the
user makes. The Ticker gives OpenGraph API something to post
into other than your News Feed.

18. Drive Engagement Through a Funnel
Where Web FB twitter display mobile local
s
c
i
t
What
y
l
Custom
a
Why email
Lead Gen
n
A
Win

19. Case Study:

20. Case Study:
• 31,000 Entries
• 78% Entry Rate
• 20% Share Rate
• 77% Marketing
Conversion

23. SOCIAL LUMAscape
Social Marketing Management URL Shorteners Stream Platforms Twitter Apps
Social Publishing Platforms
Content Curation
Analytics
Facebook Apps
Social Promotion Platforms
Social Commerce
Platforms
M Social Advertising Platforms Facebook Gaming C
A O
R N
K Social Ad Networks Social Data Social Search S
E U
Social TV Social Networks - Other
T Social Intelligence Social
Scoring M
E E
R
Social/Mobile
Apps & Games
Social Shopping Content Sharing (Reviews/Q&A/Docs)
R
Blogging
Social Business Software
Platforms Social Referral Photo Sharing
External (Customer) Facing
Plug-ins/Widgets Traditional Publishers
Community
Platforms
Internal (Employee) Facing
Denotes acquired company © LUMA Partners LLC 2011

24. Have a plan
Measure your results
Be clever with your content
Cross pollinate

25. App.SnapApp.com/mediabistro
• Seth Lieberman
• CEO Pangea Media / SnapApp.com
• slieberman@pangeamedia.com
• Twitter: @SethWLieberman
• #pubappx