Paid media have a role tooPay Per Click advertisingshould play a part• Search PPC enhancesvisibility, especially incompetitive search markets • Target key product terms • Defend your brand terms• Social PPC drivesinteractions with your content •Target key behavioural segments •Target friends of fans
Encourage positive socialfeedback and drive sales
Its important to respond helpfully tonegative feedback too
London Business School Reading Room helped LBS set up a framework for developing rich targeted content and using it to engagestudents, alumni, prospects and the wider business community using an integrated set of social media channels.
London Business SchoolLet’s take LondonBusiness School• No.1 for their brand term• But that’s not all...
London Business School• Places listing links to Gmaps• If logged in then this goes to Google+ Local• Reviews attached to user’s G+ account
London Business SchoolSocial Profiles• Twitter, Facebook and Youtube channels prominently displayed in search results
London Business School• Google + posts also displayed in RHC• Blog Post’s, videos, images and slide presentations also rank well
Image credit: http://sailingscuttlebutt.blogspot.co.ukAnticipate your audience’s needs
Make your content ‘spreadable’Be relevant and create valueIf I like your content it’s not because I like your brand it’s because I like my friends.Henry Jenkins – Spreadable Media
Talk about the subjects you want to be found for.
Where to start when creating content• Start with objectives!• Who are you trying to reach?• What are you trying to achieve?• Where does it fit in the journey?• What format is best?• What do you want them to do?• How will your content support this?http://blog.eloqua.com/the-content-grid-v2/
Create Getcontent Apply some mainstream worth traditional PR media exposuresharing Obtain WOM Share in Get more reviews, social social media adding to networks followers SEO and reputation Social Get inbound rankings links Success!increase SEO