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Making Content Social
This document discusses how brands can make their content more social and engage audiences. It recommends three key steps: 1) Creating shareworthy content, 2) Seeding the content to gain initial awareness, and 3) Improving findability so the content rises in search results. The document also covers how social search is evolving in real-time to include social graphs and user generated content. It emphasizes that brands should optimize their content for social media and syndicate positive social objects and user content back to their owned media to build social brand currency.
Making Content Social
- 1. Making Content Social ArvindSethumadhavan| 1st March 2012 1
- 2. Bit about Isobarand me • Isobar- a modern communications agency with presence in 11 cities 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, Marketing analytics and Digital with focus now on Social Media • passionate about data and all things digital 2
- 3. Making Content Social- Setting 3 wheels in motion 3) Findability 2) Seeding 1) Creating Shareworthy content 3
- 4. Setting 3 wheelsin motion 3) Findability 2) Seeding 1) Creating Shareworthy content 4
- 5. Conversations are theNew Marketing 5
- 6. Brand Social Currency BrandLoyalty 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. Shift your thinking Brands Targets Attention Advocacy Content Content Creation Co-creation 7
- 8. Content key todrive engagement 100 FIFA WC 90 80 70 Virtual Torch Participation - Millions 60 50 40 Photo Mosaic 30 First Coke 20 10 0 8
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- 10. Setting 3 wheelsin motion 3) Findability 2) Seeding 1) Creating Shareworthy content 10
- 11. Surge media criticalfor mass awareness SOURCE : Visible Measures Database 11
- 12. Earned media benchmarksvary by target audience 83% 450,000,000 Consumer- Driven 300,000,000 VVVV 39% Consumer-Driven Consumer- 105,000,000 Driven Brand-Driven 98% Consumer- 90,000,000 Driven 75,000,000 81% 60,000,000 Consumer- Driven 69% 45,000,000 Consumer- Driven 32% 30,000,000 Consumer- 67% Driven Consumer- 15,000,000 Driven 0 NEW MOON SOURCE : Visible Measures Database 12
- 13. Setting 3 wheelsin motion 3) Findability 2) Seeding 1) Creating Shareworthy content 13
- 14. SEARCH EVOLUTION • Search as we have known it since the dawn of the Traditional web Real-time • Content is discoverable as it is uploaded online • Shows results as you type, saves 2-5 seconds per Instant search • Inclusion of activity and content from your social Social graph to your search Social Network • Search within a social network 14
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- 18. SEARCH AND SOCIAL “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base 18
- 19. THE NEW QUESTION HOW DOES YOUR BRAND PERFORM IN REAL-TIME SOCIAL SEARCH? SOURCE : Brian Solis thought leadership content on SMO with Hubspot 19
- 20. • pictures inFlickr, 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 matter in Ning conversations • thoughts shared in blogs • endorsements on Twitter 20
- 21. UGC AS SOCIALOBJECTS 21
- 22. Social media optimization(SMO) The distribution 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 traditional and social web SOURCE : Brian Solis thought leadership content on SMO with Hubspot 22
- 23. SYNDICATION IS KEY SOURCE : Brian Solis thought leadership content on SMO with Hubspot 23
- 24. AND SO ISBRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA 24
- 25. AND SO ISBRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA 25
- 26. EVENTUALLY GENERATING VALUABLESOCIAL BRAND CURRENCY SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM) 26
- 27. Bringing people and brandstogether like never before Thanks very much! 27