Using Content Marketing and Social Media to Build Your Organic Search Ranking -- ebay
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Many marketing organizations are reluctant to change and have not kept pace with the dramatic change in customer buying habits. Today’s consumer relies on their peer network to make connections and less on branded messages directed at the consumer. Tami Cannizzaro, Senior Director of Demand Generation at eBay Enterprises, shares how to build a content marketing and social media strategy critical to SEO success in today’s world gone social. Presentation by: Tami Canizzaro, Head of Marketing, eBay enterprises This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
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Using Content Marketing and Social Media to Build Your Organic Search Ranking -- ebay
- 1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION Tami Canizzaro Head of Marketing THE NEW RULES OF CUSTOMER ENGAGEMENT
- 2. THERE IS NO CAPTIVE AUDIENCE FOR ANYTHING #C3NY
- 3. #C3NY
- 4. IT’S ALL ABOUT THE ATTENTION GRID #C3NY
- 5. #C3NY
- 6. #C3NY
- 7. SOCIAL ADVOCACY GIVES YOUR ORGANIZATION AUTHENTIC REACH #C3NY
- 8. #C3NY
- 9. IT TURNS OUT THE BAG OF MARBLES HAS ROUGHLY 300% MORE SURFACE AREA #C3NY
- 10. EARNED MEDIA IS CREDIBLE
- 11. SOCIAL IS GROWING AS A DRIVER OF SEO RANK. #C3NY
- 12. 10 WAYS TO BUILD YOUR REACH #C3NY
- 13. 1. BUILD EMPLOYEE ADVOCACY #C3NY
- 14. 2. FIND THE INFLUENCERS OR “TRIBE UP” Source: missyward.com Source: http://www.wix.com #C3NY
- 15. 3. CURATE OTHERS CONTENT #C3NY
- 16. 4. FIND PEOPLE THAT ALREADY LOVE YOU
- 17. 5. GO LOCAL
- 18. 6. HIRE BLOGGERS OR BUILD AN AFFILIATE NETWORK #C3NY
- 19. 7. PERSONALIZE AND ENGAGE
- 20. 8. “ADD VALUE” TO BUILD COMMUNITY #C3NY
- 21. 9. JUMP IN. (CONTEXT IS EVERYTHING.)
- 22. 10. COMMUNITY = OPPORTUNITY #C3NY
- 23. SOCIAL IS THE FUEL OF THE NEW MARKETING ENGINE #C3NY
Editor's Notes
- Human behavior has changed. Most of our painfully aware. If our job is driving human behavior are we really driving behavior, influneing human behavior or are we scambling to catch up?
- Unless you are Budweiser and can afford to hire 12 Clydesdales and train a dog to buy the most expensive 3 minutes on the planet… If so, then you can ignore social media. For the rest of us…
- Getting in front of customers is an ever changing science. Remember when you opened all your email? Do you remember your first Instant Message? Do you remember that you used to watch television? Those days are gone. Most of us if not all of us have developed a coping mechanism to advertising. We don’t even see them.
- Open Rates are down for email Click through rates are down on banner ads. .01 click through rates? Groupon, Living Social, Facebook, Mobile Coupons,
- 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.
- 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.
- 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.
- When you activate your employees…..SMBs…. And it costs nothing to do it Brand Advocacy and on the ground customer support Internal and external tool to help communications, improve morale, and incentivize Employees are on the ground “insiders” and add a human face to corporations Talent Acquisition / Recruitment tool Have guidelines
- Individual Triggers. What motivates you to buy? (Google Moments) Aggregated and Anonomized. Church’s identified and grouped its audience into different “personas” and then tailor its Facebook content according to those segments. Each segment only sees the content that’s appropriate for them. http://digiday.com/brands/churchs-popeyes-facebook/
- Its not advertising
- The Key to Relevancy
- The world is moving on. It will becomg evident.