This document profiles Travis Wright, a social media marketer and entrepreneur. It discusses his background and experience in stand-up comedy, web design, search engine optimization, and starting multiple companies. The document then provides tips and strategies for business relationship optimization, including developing influencer relationships, content creation, thought leadership, navigating corporate structures, and optimizing social sharing. Wright emphasizes researching buyer personas and keywords to understand customers.

1. BRO - Business Relationship Optimization
Travis Wright | Global Social Media Awesomeizer | Norton | June 20th, 2o13

2. Who is this Travis Wright dude?
• Stand-up comedian since 1995.
• Web designer & developer since 1996.
• Helped Roll out GTE’s “Superpages.com” in 1997.
• SEO & “Geo-Targeting” business websites since 1998.
• Entrepreneur - Cofounded Multiple Startups
• Global Social Media Awesomeizer – Norton
• Marketing Provocateur. Crowdsourcerer. Trafficologist.
• Bullshit word maker.
• @teedubya on Twitter.
@teedubya

3. Who is this Travis Wright dude NOT?
@teedubya

4. BUSINESS RELATIONSHIP OPTIMIZATIONBRO is the new SEO

8. @teedubya

9. SOCIAL IMPACTS SEARCH, BRO.

10. @teedubya

11. @teedubya

13. @teedubya

14. @teedubya

15. @teedubya

16. @teedubya

17. @teedubya

18. @teedubya

19. @teedubya

20. @teedubya

21. @teedubya

22. @teedubya

23. @teedubya

24. @teedubya

25. SOCIAL SHARING = LINK BUILDING 2.0
@teedubya

26. @teedubya
• Facebook Fanpage Likes
• Facebook shares
• Twitter followers
• Tweets including your brand or a link to your website
• Google+ “have you in their circles”
• Slideshare Views
• YouTube Views
• Pinterest Re-pins
• Tumblr Reblogs
• Authority and Influence of those “Bros" sharing your content
Resource: Google Ranking Factors 2012 - Searchmetrics
SOCIAL SIGNALS AFFECT SEO RANKINGS

27. UNDERSTANDING BUYER PERSONAS
@teedubya

28. @teedubya
• Title
• Time in the job
• Works directly with
• Daily tasks
• Responsibilities
• Likes/dislikes about job
• Frustrations
• Pressures
• Concerns
• Needs
• Role in buying process
• Buying stage
• Drivers
UNDERSTAND YOUR BUYERS PERSONAS

29. • Interview Current Customers
• A/B Testing
• Try Progressive Profiling
• Study Your Web Analytics
• Leverage Your Competition
• Use LinkedIn and other
Industry Networks
• Go to Events
RESEARCH YOUR BUYER PERSONAS
@teedubya

30. RESEARCH YOUR BUYERS KEYWORDS

31. @teedubya
SOCIAL SIGNALS
Matt Cutts has repeatedly said that quality
content is key to Google rankings, and Bing’s
Duane Forrester reminded marketers that “all
SEO ranking signals revolve around content of
some kind” at SMX Advanced 2011.
Matt Cutts - Google
@teedubya

32. @teedubya
SOCIAL SIGNALS
Duane Forrester - Bing

33. @teedubya

34. ACTIVITIES TO INCREASE BRO
1. Develop Blog Outreach Strategy
2. Identify Influencers
3. Use Blog OutReach Tools
• GroupHigh & Buzzstream
4. Use Gmail Plugins
• Rapportive & Yesware
5. Use Data.com / Jigsaw.com
6. Connect with Journalists
• Help a Reporter Out [HARO]
• MuckRack
7. Acquire Author Accounts
@teedubya

35. CONTENT CREATION ECOSYSTEM
@teedubya

36. V. - Videos
I. - Images
T. - Text
A. - Audio
L. - Links
@teedubya

37. @teedubya
BECOME A THOUGHT LEADER
via Hubspot

38. @teedubya
BECOME A THOUGHT LEADER

39. @teedubya
BECOME A THOUGHT LEADER
• Companies that blog have
434% more indexed pages.
• Companies with more
indexed pages generate far
more leads from search.
(Search Engine Journal)

40. @teedubya

41. WHAT ABOUT NORTON, BRO?
@teedubya

42. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop

43. Image credit: Bonkers World.
@teedubya
NAVIGATE THE CORPORATE SILOS, BRO.

44. @teedubya
NAVIGATE THE CORPORATE SILOS, BRO.

45. @NortonOnline us.norton.com http://facebook.com/norton

55. • Project from CSI Franchise creator Anthony E. Zuiker, looked to do
for cybercrime what CSI did for forensics.
• In partnering with Norton, Zuiker was able to tell his story filled
with authentic details from cybercrime’s real experts, Norton.
• And, in partnering with the world’s #1 crime storyteller, Norton
would be able to reach new audiences; entertaining and educating
them about privacy, loss, and risk.
5
5

57. Norton Integration
Character who is a Norton employee
5
7
Key scenes taking place at the SOC (pictured)
Visual placements of Norton products in “use”
“Presented By Norton” plays before every episode
Worldwide over 31 Million people watched Cybergeddon

60. GOOGLE & BINGSearch is more than …
@teedubya

61. Twitter Trends & Search
Hashtags
http://hashtags.org/ | http://tagdef.com/

62. @teedubya

63. SEO Your Video, BRO.

64. @teedubya
http://www.youtube.com/keyword_tool

65. SEO Your Video, BRO.
1. Use a suitable video filename
2. Put Your Keywords First
3. Include Keywords in your Video Voiceover
4. Upload a Transcript file for Video Captions
5. Build an Authoritative YouTube Channel
6. Upload Videos Regularly
7. Respond to Comments on your Videos
8. Create and Use Playlists
9. Encourage Social Signals
10. Build Backlinks to your Videos
@teedubya

66. SpeechPad @speechpad https://www.speechpad.com

67. Facebook Graph Search opens up many different opportunities, BRO.
@teedubya

68. @teedubya#smx
Pinterest now allows for Pins, Boards and Pinners to be searched...
It’s a great way to find influential content.

70. @teedubya

71. Brands who have a Tumblr are getting some love from Tumblr.
RESOURCE: http://brands.tumblr.com
@teedubyaus.norton.com Norton.Tumblr.com @NortonOnline http://facebook.com/norton

74. REPURPOSE CONTENT.
@teedubya

75. 75
Norton Blogs
Repurposing content in other shareable formats can create great results!
128,851 Views
@teedubya

76. 76
Norton Blogs
@teedubya

77. SOCIAL SHARING OPTIMIZATION.
@teedubya

78. Anatomy of a Share Snippet
A
B
C
D
A. Share Blurb
B. Title
C. Description
D. Image
E. URL (Title link)
E
@teedubya

79. Structured
Social
Sharing
Formula
OG:Title
OG:
Description
OG:Image
OG:Type OG:URLz
UTM
Variables
Share Blurb
for FB & G+
Hashtags
Twitter /
Retweetable
Document
& Track
1
2
3
4
8
7
6
9
5
10
Dana Lookadoo
@lookadoo
Presentation - SlideShare
http://yseo.us/sssf
SSSF Worksheet
http://yseo.us/sssfw
Facebook Open Graph:
http://ogp.me/
Wordpress SEO by Yoast
http://wordpress.org/extend/plugins/wordpress-seo
@teedubya

80. 80
By integrating social and search into your content with rel=author tag,
you can gain more visibility for all of your content.
RESOURCE: http://bit.ly/rel-author-resource
Author Rank
@teedubya

81. 81
By integrating social and search into your content with rel=author tag,
you can gain more visibility for all of your content.
RESOURCE: http://bit.ly/rel-author-resource
@teedubya

82. @teedubya

83. Twitter Cards
Summary Card: Default card, including a title, description, thumbnail, and
Twitter account attribution.
Photo Card: A Tweet sized photo card.
Gallery Card: A Tweet card geared toward highlighting a collection of
photos.
App Card: A Tweet card for providing a profile of an application.
Player Card: A Tweet sized video/audio/media player card.
Product Card: A Tweet card to better represent product content.
@teedubya

84. Twitter Cards
http://dev.twitter.com/cards
@teedubya

85. Summary
@teedubya
Title, Description, Thumbnail, and Twitter account attribution.

86. Photo
@teedubya
A Tweet sized photo card.

87. Gallery Cards
@teedubya
A Tweet card geared toward highlighting a collection of photos.

88. App
@teedubya
A Tweet card for providing a profile of an application.

89. Player
@teedubya
A Tweet sized video/audio/media player card.

90. Product
@teedubya
A Tweet card to better represent product content.

91. @teedubya

92. SOCIAL CONTENT TOOLS
@teedubya

93. @teedubya
PERCOLATE

94. @teedubya
Unmetric @unmetric http://unmetric.com

95. Unmetric @unmetric http://unmetric.com

96. @teedubya
Advocate Engagement Platforms

97. SYSOMOS
@teedubya
Sysomos @sysomos http://sysomos.com

100. Compendium @compendium http://compendium.com

101. DivvyHQ @divvyhq http://divvyhq.com

102. GatherContent @gathercontent https://www.gathercontent.com/

103. Servio @servio_ http://www.serv.io

104. Kapost @kapost http://www.kapost.com

105. Contently @contently http://www.contently.com

106. Ebyline @ebyline http://www.ebyline.com

107. InboundWriter @inboundwriter http://www.inboundwriter.com

108. Scripted @scripted http://www.scripted.com

109. Skyword @skyword http://www.skyword.comSkyword @skyword http://www.skyword.com

110. WriterAccess @writeraccess http://www.writeraccess.com

111. Rock The Deadline @rockdeadline http://www.rockdeadline.com

112. @teedubya
Open Graph www.ogp.me
Percolate www.percolate.com
Social Bro www.socialbro.com
HARO www.helpareporter.com
Muck Rack www.muckrack.com
GroupHigh www.grouphigh.com
Buzzstream www.buzzstream.com
17 Content Templates bit.ly/17templates
Twitter Cards www.dev.twitter.com/cards
SimplyMeasured www.simplymeasured.com
The Advanced Guide to Content Marketing
bit.ly/advcontent

114. http://leesmallwood.com/
@teedubyaArt by @ChrisSembower

116. 116

117. 117

118. 118

119. 119

120. @teedubya 120

121. Questions?
@ t e e d u b y a 9 1 3 - 2 5 6 - 5 6 2 6 t w @ t r a v i s w r i g h t . c o m