With Google playing with SERPs daily and a powerful audience amassing around social a tipping point is about to be reached. Find out how to invest wisely in social...

1. MAKE
SOCIAL
YOUR
PRIMARY
TRAFFIC
DRIVER
By
Simon
Penson,
MD,
Zazzle
Media

2. WHY?

3. THE
METHOD
OF
DISCOVERY
IS
CHANGING

4. BECOMING
OPTICIANS
@SIMONPENSON

5. CAR
MANUFACTURERS
@SIMONPENSON

6. ZOO
KEEPERS
@SIMONPENSON

7. WEATHERMEN
@SIMONPENSON

8. SOCIAL
HAS
BEEN
BUILDING
AN
ARMY

9. THIS
GUY
HAS
GOOGLE
SCARED…

10. HAS
BETTER
DATA…
@SIMONPENSON

11. AND
ACCESS
IS
IMPROVING
|
@SIMONPENSON

12. APIS…

13. SELF
SERVE
ADS
|
@SIMONPENSON

14. ANALYTICS…
|
@SIMONPENSON

15. TOOLS…
|
@SIMONPENSON

16. WE
NOW
HAVE
THE
KEYS…

17. DIRECTION
IS
NEEDED
@SIMONPENSON

18. WHERE
TO
TURN?
|
@SIMONPENSON

19. CHOOSE
YOUR
PLATFORM
WISELY
|
@SIMONPENSON

20. WHY
FACEBOOK?

21. THREE
KEY
ATTRIBUTES
SCALE
DATA
ACCESS
TARGETING

22. SO
WHAT’S
THE
STRATEGY

23. THE
THREE
PHASE
APPROACH
GROW
ENGAGE
MONETIZE
@SIMONPENSON

24. GROW
PHASE
ONE

25. IT
ALL
STARTS
WITH
DATA…
UNDERSTAND
YOUR
AUDIENCE

26. USE
THIS
>
FACEBOOK
POWER
EDITOR
COMBINE
DATA
CREATE
CLUSTERS

27. 0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
Age Split Of Audience
Facebook
Phones 4u
CREATE
THIS
>
INSIGHT

28. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage of Audience Who Like
Facebook
Phones 4u
Mass Appeal
Potential Topics
Topics To Avoid
|
@SIMONPENSON

29. 98
92
87
84
74
68
64
63
62
53
51
43
40
31
30
23
22
15
Zazzle Content Index: TV Shows
Jersey Shore
I'm A Celebrity
Britain's Got Talent
Two and a Half Men
Strictly Come Dancing
Coronation Street
Only Way Is Essex
How I Met Your Mother
X Factor
Mock The Week
Geordie Shore
Family Guy
Walking Dead
Dexter
Spartacus
Game of Thrones
Mad Men
Downton Abbey
This provides content prioritisation based
on interest data
|
@SIMONPENSON

30. DATA
INFORMS
PAID
MEDIA
CONTENT
STRATEGY

31. PAID
MEDIA
WHERE
TO
ADVERTISE

32. OWNED
&
EARNED
MEDIA
WHAT
TO
CREATE

33. IN
OUR
EXAMPLE
@SIMONPENSON

34. ENGAGE

35. WHY?
|
@SIMONPENSON

36. EDGERANK
|
@SIMONPENSON

37. |
@SIMONPENSON
GET
YOUR
VERY
OWN
STALKERS
EVANGELISTS

38. |
@SIMONPENSON
EVANGELISTS
HELP
LEVERAGE
NETWORK
EFFECT

39. |
@SIMONPENSON
Top
Tips
to
Maximize
Engagement
12

40. TOP
TIPS
|
@SIMONPENSON
IMAGES
WORK
BEST
FACES
SELL
PAPERS

41. TOP
TIPS
|
@SIMONPENSON
COMPETITIONS

42. TOP
TIPS
|
@SIMONPENSON
EXCLUSIVE
OFFERS

43. TOP
TIPS
|
@SIMONPENSON
POLLS
WORK

44. BACK
TO
DATA
TOP
TIPS
CURATE
GREATNESS
|
@SIMONPENSON

45. |
@SIMONPENSON
BACK
TO
DATA
TOP
TIPS
LISTEN
AND
JOIN
IN
|
@SIMONPENSON

46. |
@SIMONPENSON
BACK
TO
DATA
TOP
TIPS
TEST
YOUR
TIMING
|
@SIMONPENSON

47. TOP
TIPS
VIDEO
CAN
BE
KEY
|
@SIMONPENSON

48. |
@SIMONPENSON
BACK
TO
DATA
TOP
TIPS
GET
THE
HIPPO
INVOLVED
|
@SIMONPENSON

49. TOP
TIPS
WEBINARS
CONNECT

50. TOP
TIPS
BRING
OUT
THE
BIG
GUNS

51. |
@SIMONPENSON
BACK
TO
DATA
TOP
TIPS
GEOLOCATE
CONTENT
|
@SIMONPENSON

52. AND
WE
CAN
VALIDATE
EFFECTIVENESS

53. 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Week 1
Week 2
Week 3
Week 4
Weekly Engagement
Phones 4u
Carphone Warehouse
EE
|
@SIMONPENSON

54. MONETIZE

55. |
@SIMONPENSON
EDITORIAL
V
ADS

56. |
@SIMONPENSON
VERTICAL
PAGES

57. USE
EXISTING
CHANNELS
|
@SIMONPENSON

58. MEASURE
&
IMPROVE…
|
@SIMONPENSON

59. TRACK
SHARES
IN
ANALYTICS
|
@SIMONPENSON
_trackSocial()

60. TRACK
PAID
+
ORGANIC
TRAFFIC
|
@SIMONPENSON
USE
THIS
>
<
CREATE
THIS

61. OR
GET
SOME
HELP…
|
@SIMONPENSON
GACONFIG.COM

62. SUMMARY

63. SOCIAL
GROWTH
REVOLUTION
|
@SIMONPENSON

64. AUDIENCE
UNDERSTANDING
AT
SCALE
IS
COMING
|
@SIMONPENSON

65. UNDERSTANDING
=
££££££££S
|
@SIMONPENSON

66. |
@SIMONPENSON
FORGET
GOOGLE’S
GAMES.

67. TAKE
THE
SOCIAL
DOLLARS
|
@SIMONPENSON

68. Simon
Penson
Zazzle
Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
SIMON.PENSON@ZAZZLEMEDIA.CO.UK
DOWNLOAD
IT
>
SLIDESHARE
READ
IT
>
MOZ.COM
THANKS.