1) The document discusses how to make content social by setting three wheels in motion: creating shareworthy content, seeding that content, and improving findability. 2) A key part of making content social is optimizing it for social media by distributing user-generated content and social objects across various social networks and platforms to increase discoverability. 3) By bringing positive social objects and conversations onto owned media properties, brands can generate valuable social brand currency and connections between people and brands.

1. Making
Content
Social
Arvind
Sethumadhavan|
1st
March
2012
1

2. Bit
about
Isobar
and
me
• Isobar-­‐
a
modern
communica:ons
agency
with
presence
in
11
ci:es
across
APAC
•
part
of
Aegis
Group
PLC
•
campaign
Asia
Pacific
Digital
Agency
of
the
Year
2011
• Me
–
Lived
in
India,
HK,
China,
Malaysia
and
SQ.
Professional
experience
covers
Market
research,
Media,
Marke:ng
analy:cs
and
Digital
with
focus
now
on
Social
Media
•
passionate
about
data
and
all
things
digital
2

3. Making
Content
Social
-­‐
Se8ng
3
wheels
in
mo<on
3)
Findability
2)
Seeding
1)
Crea<ng
Shareworthy
content
3

4. Se8ng
3
wheels
in
mo<on
3)
Findability
2)
Seeding
1)
Crea<ng
Shareworthy
content
4

5. Conversa<ons
are
the
New
Marke<ng
5

6. Brand
Social
Currency
Brand
Loyalty
Social
Currency
Source : Whitepaper by Vivaldi Partners ‘Social Currency’
http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html
6

7. ShiE
your
thinking
Brands
Targets
AVen:on
Advocacy
Content
Content
Crea:on
Co-­‐crea:on
7

8. Se8ng
3
wheels
in
mo<on
3)
Findability
2)
Seeding
1)
Crea<ng
Shareworthy
content
8

9. Surge
media
cri<cal
for
mass
awareness
SOURCE : Visible Measures Database
9

10. Se8ng
3
wheels
in
mo<on
3)
Findability
2)
Seeding
1)
Crea<ng
Shareworthy
content
10

11. SEARCH
EVOLUTION
• Search
as
we
have
known
it
since
the
dawn
of
the
Tradi:onal
web
Real-­‐:me
• Content
is
discoverable
as
it
is
uploaded
online
• Shows
results
as
you
type,
saves
2-­‐5
seconds
per
Instant
search
• Inclusion
of
ac:vity
and
content
from
your
social
Social
graph
to
your
search
Social
Network
• Search
within
a
social
network
11

12. REAL-TIME SEARCH
12

13. INSTANT SEARCH
13

14. SOCIAL SEARCH
14

15. SEARCH
AND
SOCIAL
“Endorsement”
“Advocacy”
NOTE : Google’s ZMOT graphic used as the base
15

16. THE
NEW
QUESTION
HOW
DOES
YOUR
BRAND
PERFORM
IN
REAL-­‐TIME
SOCIAL
SEARCH?
16

17. • pictures
in
Flickr,
Instagram,
Pinterest
• videos
on
YouTube
Social
objects
• likes,
check-­‐ins
etc
in
Facebook
are
the
• bookmarks
in
Delicious
catalysts
to
• reviews
in
Yelp,
Hungrygowhere
• subject
maXer
in
Ning
conversa:ons
• thoughts
shared
in
blogs
• endorsements
on
TwiXer
17

18. UGC
AS
SOCIAL
OBJECTS
18

19. Social
media
op<miza<on
(SMO)
The
distribu<on
of
social
objects
and
their
ability
to
rise
to
the
top
of
any
related
search
query,
where
and
when
its
performed.
SEO
+
SMO
:
Amplified
findability
in
the
tradi<onal
and
social
web
19

20. SYNDICATION
IS
KEY
SOURCE : Brian Solis thought leadership content
20

21. AND
SO
IS
BRINGING
POSITIVE
SOCIAL
OBJECTS
ONTO
OWNED
MEDIA
21

22. AND
SO
IS
BRINGING
POSITIVE
SOCIAL
OBJECTS
ONTO
OWNED
MEDIA
22

23. EVENTUALLY
GENERATING
VALUABLE
SOCIAL
BRAND
CURRENCY
SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)
23

24. Bringing
people
and
brands
together
like
never
before
Thanks
very
much!
24