Andre Van Kets- Discover Africa ETAS
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@andrevankets #BigContent And… How to avoid the social media black hole
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Transcript of Andre Van Kets- Discover Africa ETAS
@andrevankets
#BigContentAnd… How to avoid the social media black hole
Grow businesses through better online marketing.
Social Media is not the answer.
#2
Too Costly
Organic post reachfor brands
40%after Facebook’s EdgeRank update
http://techcrunch.com/2014/04/03/the-filtered-feed-problem/http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
#3
BrowseMode
http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/
#4
InfiniteScroll
http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/
https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513Griffin Shea
http://fitnessblackandwhite.com/brad-pitt-fight-club-workout/
You are not special.
You're not a beautiful or unique snowflake.
You're the same decaying organic matter as everything else.
You are not special.
You're not a beautiful or unique snowflake.
You're the same decaying organic matter as everything else.
BeHere
AndHere
Big Content
Big ContentA specific form of content marketing
Content Marketing
Marketing Content Audience Action
Running a blog
Videos
Infographics
http
://w
ww
.love
info
grap
hics
.com
/cat
egor
ies/
envi
ronm
ent-
info
grap
hics
/rhi
no-p
oach
ing-
fact
s-in
fogr
aphi
c-in
fogr
aphi
c
TV Shows
Inflight Magazine
Relatively easy to clone
Big Content is…
A digital asset.
No-one’sdone before.
Hard to copy.
Share-worthy.
Lives. On. Your. Website.
Big Effort.
Big Gap.
?
Examples?
(and proof that it works)
#1Community
#2Community +Content
Results?
•Launched March 2012•20k verified users•1,728 published users•3,703 photo galleries•2,156 journals •842 videos•1,208 discussions threads•30k-60k visitors per month
#3Solve a problemfor travellers
This is OUR scenario.What do WE need.
www.drivesouthafrica.co.za/child-visa-checklist/
www.drivesouthafrica.co.za/child-visa-checklist/
Results?
TrafficBrand exposureRelationships
https://majestic.com
Links!
Leads!
#4Solve a problem +Content + Community
http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration
Results?
Solved a problem / Addressed a fear
27 times
Solved a problem / Addressed a fear
Solved a problem / Addressed a fear
Content Platform
Sep ‘14 Sep ‘15
Live updates 159 590
Photos 78 1919
Videos 23 126
- 1.1k Email subscribers- 1.6k Twitter followers- 4.7k Facebook shares
Travellers + Industry
Community
Traffic - Enquiries - Safaris
- 120k Website visits- 100s of enquiries- Dozens safaris booked
- 55 Links (Sep 2014)- 98 Links (Sep 2015)
Links = SEO = Rankings
Media Coverage
9 Tips for creating your own Big Content
#1Understand your customers’ fears
#2Choose a problem to solve
#3Know what’s out there
#4Befriend a geek
#5Build it
#6On. Your. Own. Platform.
#6On. Your. Own. Platform.
#7Create a Content Pyramid
#8Engage press
http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/
#9Nurture and thank partners
http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
Keep Reading
1. http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/2. http://techcrunch.com/2014/04/03/the-filtered-feed-problem/ 3. https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea775134. http://www.theatlantic.com/technology/archive/2013/12/2013-the-year-the-stream-crested/282202/5. http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/6. http://en.wikipedia.org/wiki/SMART_criteria7. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
8. http://moz.com/blog/why-big-content-is-worth-the-risk/9. http://www.fastcompany.com/3008494/big-data-comes-big-content10.http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content-work-for-
your-brand/11.http://www.slideshare.net/randfish/how-will-links-influence-seo-in-the-future
• https://travelmassive.com/• https://www.safarious.com• http://www.drivesouthafrica.co.za/child-visa-checklist/• http://www.discoverafrica.com/herdtracker/
bit.ly/bigcontent-blackhole
@andrevankets
Thank you
