This document discusses dark influence, which is influence campaigns that are not openly disclosed. It provides examples of how dark influence has been used to make money through undisclosed social media promotions, fix elections by spreading misinformation, ruin reputations through impersonation and fake accounts, and influence geopolitics by swaying public opinion. Specific tactics discussed include paying social media influencers without disclosure, spreading fake news and rumors, hijacking social media accounts, and running disinformation campaigns. The document argues that dark influence is very powerful and growing due to people living in social media bubbles and lack of critical thinking about online content.
Compulsion Marketing: Making Your Campaign IrresistibleIntellifluence
Learn about compulsion marketing: the collection of activities that manipulate psychological drivers, resulting in a compulsion to purchase a specific product or service. Presented by Joe Sinkwitz, CEO of influencer marketing SaaS Intellifluence and Principal of digital marketing/ORM/SEO agency Digital Heretix.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
Communicating with social media to make corruption obsoleteBob Pickard
"Communicating with social media to make corruption obsolete: applying the technology of transparent times to inspire informed citizens" is the theme of this presentation which was delivered at Hong Kong to the 2015 Symposium of the Independent Commission Against Corruption (ICAC).
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, China
Compulsion Marketing: Making Your Campaign IrresistibleIntellifluence
Learn about compulsion marketing: the collection of activities that manipulate psychological drivers, resulting in a compulsion to purchase a specific product or service. Presented by Joe Sinkwitz, CEO of influencer marketing SaaS Intellifluence and Principal of digital marketing/ORM/SEO agency Digital Heretix.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
Communicating with social media to make corruption obsoleteBob Pickard
"Communicating with social media to make corruption obsolete: applying the technology of transparent times to inspire informed citizens" is the theme of this presentation which was delivered at Hong Kong to the 2015 Symposium of the Independent Commission Against Corruption (ICAC).
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, China
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
PR Genome Series: Gamification of ResearchPR Council
Conducting market research was a lot easier when pollsters' phone calls only had to compete with a nightly news broadcast and The Reader’s Digest.
Grabbing someone’s attention nowadays and holding it long enough to ask them a set of boring questions isn’t hard, it’s nearly impossible… but there’s hope!
Join Sachs Media Group Vice Presidents Karen Cyphers and Ryan Cohn in a live-exchange webinar about the cutting-edge approach of "gamified research" — a new, largely untapped model for how information exchange can become more efficient without losing quality.
2016 was a ‘meme-ntous’ year. Memes saw people round the world pretend to be mannequins, they impacted the US presidential election, and nearly led the UK government to name a ship “Boaty McBoatface”.
Memes are nothing new: they have been a staple of culture and communications for thousands of years. What is new is the speed with which memes are created, adapted, and spread around the world via social media.
Today, Internet memes are being used to great effect by brands, third-sector organisations and political movements (from the “alt-right” to their far-left alternatives). Opportunities abound for entities who use them well. If you work in communications you need to understand where Internet memes come from, how they work, and how you can use them. This report answers those questions. Enjoy it and get in touch with queries.
Marketing and Community Engagement in the New WorldMarketingINC
You’re not a mind reader, so how can you determine what your community wants to be and what it values? How do you afford the costly process in these tough economic times? Join the City of Hampton, VA as they tell their story of how the new City Manager lead the way to explore an innovative marketing model that combines creativity, collaboration, and new technology. All of this for under $1,000. Better yet…ANY local government can develop this easily replicable program to take community and engagement to a new level.
The fastest way to acquire new donors is through digital media. While the presumption that donor acquisition is expensive, it does not ring true in the case of digital media. The trick however, is to develop an entirely new strategic and tactical plan for digital; old methods don't apply here. This deck explains some of what needs to be different and includes a free analysis offer for foundations that qualify.
Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers ...Attentive.ly
Our research shows that the top 5% of most brands customer databases are influencers who have 68x more reach than your entire email list. That’s enormous potential which simply isn’t being used.We want to show you how to unlock the enormous power of your existing customer information and turn those key influencers into advocates.
In partnership with Strength In Members, our slideshare presentation will show you how to vastly extend your marketing reach using this new network-based approach.
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
What forecasts can we make about the near future of social media marketing based on reading and judging the hundreds of entries to the 2011 Social Buzz Awards? And what tips can be offered to the writers of future papers? One judge's personal view. Non-confidential content in advance of results being announced on December 1st 2011.
Cuadro comparativo de los tipos de Modelos Economicos.alejandro avilan
Analisis Economico
Por Alejandro Avilan Michel
6toA Tm Preparatoria 4
Universidad de Guadalajara
Derechos reservados por el autor Alejandro Avilan Michel
Citar al autor al usar el trabajo o se aplicara Copyright.
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
PR Genome Series: Gamification of ResearchPR Council
Conducting market research was a lot easier when pollsters' phone calls only had to compete with a nightly news broadcast and The Reader’s Digest.
Grabbing someone’s attention nowadays and holding it long enough to ask them a set of boring questions isn’t hard, it’s nearly impossible… but there’s hope!
Join Sachs Media Group Vice Presidents Karen Cyphers and Ryan Cohn in a live-exchange webinar about the cutting-edge approach of "gamified research" — a new, largely untapped model for how information exchange can become more efficient without losing quality.
2016 was a ‘meme-ntous’ year. Memes saw people round the world pretend to be mannequins, they impacted the US presidential election, and nearly led the UK government to name a ship “Boaty McBoatface”.
Memes are nothing new: they have been a staple of culture and communications for thousands of years. What is new is the speed with which memes are created, adapted, and spread around the world via social media.
Today, Internet memes are being used to great effect by brands, third-sector organisations and political movements (from the “alt-right” to their far-left alternatives). Opportunities abound for entities who use them well. If you work in communications you need to understand where Internet memes come from, how they work, and how you can use them. This report answers those questions. Enjoy it and get in touch with queries.
Marketing and Community Engagement in the New WorldMarketingINC
You’re not a mind reader, so how can you determine what your community wants to be and what it values? How do you afford the costly process in these tough economic times? Join the City of Hampton, VA as they tell their story of how the new City Manager lead the way to explore an innovative marketing model that combines creativity, collaboration, and new technology. All of this for under $1,000. Better yet…ANY local government can develop this easily replicable program to take community and engagement to a new level.
The fastest way to acquire new donors is through digital media. While the presumption that donor acquisition is expensive, it does not ring true in the case of digital media. The trick however, is to develop an entirely new strategic and tactical plan for digital; old methods don't apply here. This deck explains some of what needs to be different and includes a free analysis offer for foundations that qualify.
Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers ...Attentive.ly
Our research shows that the top 5% of most brands customer databases are influencers who have 68x more reach than your entire email list. That’s enormous potential which simply isn’t being used.We want to show you how to unlock the enormous power of your existing customer information and turn those key influencers into advocates.
In partnership with Strength In Members, our slideshare presentation will show you how to vastly extend your marketing reach using this new network-based approach.
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
What forecasts can we make about the near future of social media marketing based on reading and judging the hundreds of entries to the 2011 Social Buzz Awards? And what tips can be offered to the writers of future papers? One judge's personal view. Non-confidential content in advance of results being announced on December 1st 2011.
Cuadro comparativo de los tipos de Modelos Economicos.alejandro avilan
Analisis Economico
Por Alejandro Avilan Michel
6toA Tm Preparatoria 4
Universidad de Guadalajara
Derechos reservados por el autor Alejandro Avilan Michel
Citar al autor al usar el trabajo o se aplicara Copyright.
Creación de página web en HTML, identificar la estructura y diseño de las páginas web, importancia de los colores de las páginas y chuletas o CHEATSHEET
Measuring Human Perceptionto Defend DemocracyElissa Redmiles
Invited Talk at the Natural Language Processing for Internet Freedom (NLP4IF) workshop at EMNLP 2019 in Hong Kong.
Talk addresses how to use human perception measurements (large scale survey methodology) to identify and defend against propaganda and fake news on social media, toward protecting democratic elections.
Elissa Redmiles, Princeton University & Microsoft Research
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
Demystifying Online Misinformation, with Dr. Claire Wardle, co-founder and Ex...Damian Radcliffe
In this Q&A based on an episode of the Hearst Demystifying Media podcast, we talk to Dr. Claire Wardle about the rapidly evolving strategies that promoters of disinformation are using to influence public opinion--and what journalists can do about it.
Claire Wardle is the co-founder and Executive Chair of First Draft, the world’s foremost nonprofit focused on research and practice to address mis- and disinformation. In 2017 she co-authored a report for the Council of Europe entitled, Information Disorder: Toward an interdisciplinary framework for research and policymaking. Previously, she was a Research Fellow at the Shorenstein Center for Media, Politics and Public Policy, and also the Research Director at the Tow Center for Digital Journalism at Columbia Journalism School.
LINKS
https://clairewardle.com/
https://twitter.com/cward1e
https://firstdraftnews.org/
Last week I had the pleasure of attending the Social Fresh conference in Tampa, Florida (they have a West Coast version coming up this summer – check it out!). Besides basking in the Florida sunshine, the conference had a tremendous amount to offer. With 300 attendees and a range of presenters, including Chris Brogan, Ted Rubin, Jay Baer and more, my mind was literally exploding at the incredible social insights shared over this two-day event.
Apartment community disasters are big, public news events in which residents, media, government and relief organizations are all looking to the communications leadership of the apartment owner.
Jim Rettew, Chief Communications Officer for the American Red Cross, Mile High Chapter will discuss the use of social media for crisis communications in an multifamily emergency situation.
Six stories to understand how to promote, protect or compromise your online r...Proforma
Three WINS, three FAILS and five considerations in order to get by on social media (presented at INFORM-INIO workshop, organized by European Commission, Palermo, May 16th)
This is the presentation from our successful event with KRC Research on June 28th. It was presented by KRC's CEO Bradley Honan and Carrie Driscoll, KRC's Vice President.
To see photos from this event, visit our album here: http://bit.ly/292Horw, and for more information on this and future events from the New York American Marketing Association, vist www.NYAMA.org/Events.
Similar to Dark Influence: Winning Wars, Ruining Reputations, Fixing Elections, and Making Money (20)
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Dark Influence: Winning Wars, Ruining Reputations, Fixing Elections, and Making Money
1. Dark Influence:
Winning Wars, Ruining Reputations,
Fixing Elections, and Making Money
U N G A G G E D L A S V E G A S
2 0 1 6
2. Who We Are
» Started out in SEO back in the
golden age – 2002
» I now build cool shit, and
oversee SEO on some of the
largest brands on the web.
(they weren’t cool with me
telling you the name of the
company due to the content of
this presentation)
» Once a spammer, probably still
a spammer
Terry Godier
CTO, Intellifluence
2
3. Who We Are
» Involved in search industry
since 1997
» Have managed several
thousand domains and
hundreds of clients
» I’ve been fortunate enough to
play in all facets of online
marketing, providing a broad
perspective
» I handle a variety of ORM/dark
ORM campaigns for clients at
Digital Heretix
Joe Sinkwitz
CEO, Intellifluence
3
4. What is Influence?
» Simply put, influence is the
ability to get others to listen to
your advice.
» Edward Bernays called it
Propaganda - he wasn’t wrong.
He believed that news, not
advertising was the best
medium to carry advertising.
4
5. Primer on Influencer Marketing
» 1. Identify people with influence within niches
I. Look at reach / follower audience
II. Look at topical relevance of your ‘thing’
III. Look at engagement. the gold standard. lots of popular people with poor
influence (no engagement)
» 2. Get them to post about your product in their authentic, natural
voice
I. Let the influencer write the copy
II. Let the influencer use the product (if possible)
III. Try for a genuine recommendation (gift basket!)
IV. Test this! Sometimes it’s good to quote another influencer in
original influencers post…
5
6. What is Dark Influence?
» Simplest definition: Dark influence is
influence that you aren’t aware is part of
an influence campaign
» The intent on dark influence is not
necessarily malicious, though it is easier
to be malicious
» In our estimates the dark influencer
ecosystem is much larger than its
cleaner counterpart – you’ll be able to
see why in some of the case studies,
where the amounts of money thrown
around are enormous
6
7. What’s the Big Difference?
» Disclosure. By withholding disclosure one cannot see the possible
incentive for someone to post. It is important because...
» Lack of disclosure implies increased authenticity. Though the reverse is
actually true, if you don’t know something is paid, you are more likely to
treat as an honest recommendation
» Effectiveness. Organic engagement exceed paid engagement on all
known channels
7
8. Case Study 1: Making Money
» Microsoft, via Machinima, paid YouTubers to include Xbox One footage in
videos, paying $3 CPM for 30 seconds of Xbox One footage. The FTC and
Machinima reached an agreement, but how much of the low CPM payment
resulted in the 19 million Xbox One units sold in that 2015 time period?
» Kim Kardashian gets around on social networks – she earns a minimum of
$200,000 per #ad disclosed Instagram posts and more for long format
videos, so how much does she earn for this undisclosed beauty? Per Radar
Online, probably close to $500,000 given the timeframe of the video.
8
9. Case Study 1: Making Money
» Kylie Jenner learned nothing apparently
» Even after FTC action, Jenner was posting
full reviews without proper ad disclosure;
with a smaller audience she doesn’t earn as
much as Kim, but it is still very significant.
How is FitTea doing by the way, since this is
their primary awareness channel?
This stuff works.
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10. Manipulating Social Network Graphs:
A How To
» Find targets - We all know the influencers in our niche… or use
something like Buzzsumo to look at sharers of similar content
» Look at who they follow + engage w/ content from - Who do they
retweet? Who do they reply to? Go upstream
» Look for triangulation between targets, identify sources - Do you
have more than 1 target? Great, find the upstream sources that cover
them in one fell swoop. These are often specific newsletters or content
sites
» Identify types of content the seeders engage with - What kind of
content do they like? Memes? Research pieces w/ stats? Infographics?
Interviews w/ themselves or colleagues / associations they belong to?
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11. Case Study 2: Fixing Elections
» We decided to speak on this topic months before Wikileaks became an
election driver. Who hacked the emails and provided to Wikileaks? What was
the agenda? Did it have an impact? Note: this slide is being created prior to
Nov 8th, so I’ll just say It was a difference from a 85/15 probability to a 65/35
probability today… A 20% probabilistic spread is immense
» Fake ads designed to suppress valid votes by suggesting invalid alternatives
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12. Case Study 2: Fixing Elections
» Not a huge concern? The 2014 presidential
race in Indonesia in accounted for mass misuse
for disinformation spreading and claims of
fraud so significant that the previous ruling
party refused to acknowledge defeat after the
votes were counted. With politicians taking the
route of purchasing media outlets and equity
stakes in social apps to drown out alternative
voices, the rhetoric of fraud is in a pitched fever
even still. In 2019, Indonesians will be voting for
their next president electronically.
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13. More Case Study 2: I’m Not Fucking
Done Yet
» Need more examples of where dark influence comes into play in elections?
Movie time, with Russian shit posting
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» This isn’t a right or left issue.
Surrogates from both our
major parties here in the U.S.
have asked me to assist on
matters relating to ORM and
dark ORM; make no mistake
on what the intended goal of
this actually is, no matter how
pure the initial intent is
14. Using Native Amplification to Spread
Dark Rumors
» Authority /Aspirational Influence + Peer Influence + Repetition =
Compulsion
» The power of memes is that with enough repetition one begins to assume
it must be true
» Easiest way to do this is to take a few shit posts and amplify them to
lookalike audiences. For politics, one might take a registration email list and
load it as a retargeting list and blast to them, feeding them into low CPM
ad networks with uptake to the same retargeting list. If the goal is to get
those participants to spread your rumor, it is very very effective…
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15. Case study 3: Ruining reputations
(Dark ORM)
» Assume identities and run amok online,
pissing people off as you go
» It’s unlikely influencers will share content
about individuals, but they don’t ‘have to.
301, 302, cloak
» Hit pieces do well when oriented as
insider information… what heinous things
do your competitors do?
» Claim a page for a biz and treat
customers poorly, obscene msgs, political
msgs to fuel your hit pieces
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16. Taken to an Extreme, with Unlimited
Funds, What is Possible? How Great a
Reach?
» Twitter has 313m monthly active users
» Instagram claims 500m monthly
» YouTube has over 1b users
» How much reach? Too much :)
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17. Get Really Nasty
» Clone a Facebook person’s profile
Add their friends
or
Hijack account posting w/ an app to
leverage their friends
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18. Case Study 4: Winning Wars
» Think of this as the next evolution of winning over elections, and it is
currently underway. Disinformation campaigns to designed to change
public opinions on Sweden joining NATO; Russia’s intervention in this
example sways possible military response times and attack vectors.
» Russia is the master at this. In 2014 it used social media disinformation
campaigns to obfuscate deployed forced which were used to seize Crimea.
» ISIS, using consistent Anti-Western sentiment over Facebook via false
stories and dark influence to incite violence, such as was in the case of Syed
Farook and Tashfeen Malik in San Bernardino California. This is the real
danger; in a distributed and guerilla war that is fighting against ideologies
across borders. This isn’t just an Islamic issue; we are all prone to living in
our own bubbles and can be convinced of doing a variety of horrible things
if we believe it is the only choice in changing something we care deeply
about.
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19. In Conclusion
» Dark influence isn’t only real, it is very powerful and growing ever more
powerful
» Be aware what you read and how you interact with content; is it truly
authentic? We’re now in a world lacking critical thinkers where ads are
possibly the most authentic form of content available
» If any three letter agencies want Terry and Joe to speak to them on this
subject, we’re happy to do so
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