Search, Social & Content Optimization
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How to optimize Search, Social & Content for the new world of digital optimization
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Search, Social & Content Optimization
- 1. Connecting the dots < Social. Search. Content. Tami Cannizzaro, VP of Marketing, IBM @TamiCann www.digitalageofmarketing.com
- 2. Social is the authentic face of a Brand.
- 7. It turns out the bag of marbles has roughly 300% more surface area.
- 8. Voices #IBM 250+ 5,000+ 430,000+ 61,000,000+ IBM most senior experts in Select program IBM experts in Forward Thinker program IBMers trained on social media IBMer social media connections 03/08/1 8
- 9. Social Social Advocacy gives your organization authentic reach
- 10. If Social is discovery. Search is validation
- 11. Social Signals Are Driving SEO Backlinks Useablility Stats Keywords Age of Domain Social Signals
- 13. Content Marketing is the engine that drives search rank and brand engagement
- 14. Building a Content Factory Create relevant, findable, shareable content experiences
- 17. Build a conversation Content “Snacks” Low Low Engagement / Engagement / Quick Hit Quick Hit • Social Posts • Content snippets – quotes, statistics • Photos Long-Form & Social Conversation Intermediate / Intermediate / Building Engagement Building Engagement • Content previews • Free chapter promotions • Short videos High Engagement High Engagement • Social discussions • Fan-gating • Interviews with content author
- 18. Content Drive Audit Engagement Achieve Goals Achieve Goals 3 Rank in Universal Search Engines 2 Rank in Vertical Search Engines Yahoo Yahoo Google Google Bing Bing More Aggressive Influencer Outreach Program = Gas on the fire More Aggressive Influencer Outreach Program = Gas on the fire Yahoo Yahoo Video Video YouTube YouTube 1 Bing Bing Video Video Google Google Video Video Twitter Twitter Facebook Facebook LinkedIn LinkedIn “Paid” Media Distribution & Activation = Spray fuel on the fire “Paid” Media Distribution & Activation = Spray fuel on the fire Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire z mxa M zi mxa M i ii Posting to Multiple Content Sharing Sites According to Format YouTube WebWebCasts Casts Scribd PodNova Decks Video SlideShare .PDF/Text Audio Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful Types of Content Videos WebCasts Decks Whitepapers, Case Studies Solution Overviews Audio Podcasts
- 19. Paid, Earned, Owned, Shared
- 20. Build Relevant, Persistent Content
- 21. With relevant, timely content
- 22. Content Content Marketing builds brand equity & drives engagement
- 23. Search, Social & Content the fuel of your marketing engine. are
- 24. Thank you Tami Cannizzaro, IBM @TamiCann
Editor's Notes
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.
- Imagine this apple’s smooth surface as a metaphor for an organization’s social media policy and presence. ‘The monolith’ Pros: Consistent, predictable Cons: Rigid, tightly controlled, homogenous,
- By contrast, imagine this bag of marbles as a company’s social media policy and presence… ‘The collective’ Pros: Eclectic, diverse, dynamic, exciting, individualized Cons: Chaotic, uncontrolled, unpredictable,
- Which of these two has more surface area? That is, if you dropped them in a bucket, they’d displace the same volume of water, but what about the surface area. Before you answer, let me remind you the equation.
- Ok, in case you need a little help remembering the formula for computing the surface area of a sphere…
- That’s 300% more interactions your brand could have – generating opportunities, sensing threats, deepening relationships with your customers and partners and employees. So…in an era of voluminous, mine-able data…the organizations with the most diverse and abundant surface area will win.
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.
- The key to creating value for your organization is to empower individual integrity in order to create collective authenticity. Let me illustrate this with a little math problem.