hello.

I’m Beaudon McLaren.

@Beaudon1

“The consumer isn’t a moron; she is your wife.” Source: Advertising Legend – David Ogilvy

http://popupcity.net/2008/12/street-advertising-the-flexible-way/

Disruption

CONTENT DISTRIBUTION

Monologue

One way

Mass communication

Static

No interaction among customers

Shotgun approach

Hard to identify customers

Hard to manage customers

BEFORE AFTER

Dialogue

One-to-one marketing

Real-time

Dynamic

Collaborative

Segmented

Rich customer interaction

Rich customer data

Customer Customers Supplier Supplier

Internet

IS THERE AN OPPORTUNITY FOR YOUR CONTENT TO

STAND OUT….WITH SO MUCH DISRUPTION?

In One Minute…

208 million Emails are sent

20 million new Photos on Flicker

6 million Facebook views

30 hours of video uploaded on YouTube

2 million+ search queries on Google Source: “What happens in One Internet Minute” – Intel

MASS MEDIA IS DEAD! LONG LIVE THE CUSTOMER

“Soundwave Revolution officially cancelled 2011”

BUYERS CONFIDENCE IS MANAGED BY CONTENT

Sydney SEO Meetup

UNDERSTANDING WHO WANTS YOUR CONTENT IS KEY

LEVERAGE EACH CHANNEL FOR THE RIGHT MESSAGE

Source : First impression vs. last Impression channel attribution data

_ Welcome to THE SOCIAL REVOLUTION

BASELINE DEFINITION

“…identifying, understanding, collaboratively

creating, and meeting a segment of

human and social needs, wants, desires,

wishes digitally.”

Adaptation of Philip Kotlers original definition of marketing.

FB CONTENT DELIVERY

An SEO adaptation of Jesse Dwyer’s Communications Strategy @ Facebook

1. Select the best URL (Facebook username) Facebook Page

There is a 250 character limit, so choose your words wisely!

2. Place keyword-dense copy in your “About Tab”<meta>

Consider other “Static FBML” boxes and tabs to place more lengthy content and more

static “links” to your Page

3. Create links to your website (Landing Pages) in your Stream

Post your URL or custom Links through FB publisher in status

updates to Influence Traffic and or use Facebook Marketplace Ads.

4. Optimise other elements (images, video, apps etc)

Add photos with

captions, events with

descriptions, and a

discussion forum as a

good way

http://developers.facebook.com/docs/opengraph/tutorial/

SOCIAL <META> DESCRIPTION – OPPORTUNITY

Linkedin’s use of rich snippet data

means an extra line and a greater

ability to see if that’s the result I

want right from the SERP.

http://www.ginzametrics.com/cheatsheet http://www.google.com/webmasters/tools/richsnippets

BING SOCIAL SEARCH RESULTS

VIDEO SEARCH

“Having a video compared to just text will almost triple the average number of linking domains”

Source: Casey Henry – SEOMoz

PRODUCT VIDEO WORKS ON A LARGE SCALE!

Source: Phil Nottingham – Distilled

WHY VIDEO IS IMPORTANT?

Text

Perception

Appraisal of Meaning

Evaluation of Meaning

Emotional Response

Video

Perception

Emotional Response

Appraisal of Meaning

Evaluation of Meaning

1 second

5 seconds

10 seconds

15 seconds

Buy in Point

KEEP PEOPLE ENTERTAINED

Source: Phil Nottingham – Distilled

MAKE SURE YOUR CONTENT HAS SHARING BUTTONS!

http://developers.facebook.com/docs/plugins/

TARGET HIGH SHARERS

Source: Beyond Digital Rethinking Digital – a Social sharing Study 2011

SOCIAL LISTENING TECHNOLOGY

There is a wealth of tools which we can utilize with Social Media Optimization and Social Media Reporting. Examples of some of the well known paid & free companies we work with include: Omniture, Raven Tools, Buzz Metrics, SEOmoz and also many more....

INBOUND MARKETING SOURCES

1. Connect your website with Facebook

2. Create a Custom URL for your fan page ideally using your brand name

3. Optimise content, About tab, Images, Videos etc with keyword relevant text

4. Send a request to your contacts which are in your profile to like your fan page

5. Join Groups and the conversation

6. Keep your fan page always up to date.& reply to comments

7. Synchronize your fan page with your other profiles

8. View Traffic Sources through Google Analytics & Social Listening Tools

But Always Remember: Treat your

content like a critical business asset

Thanks

performancemediasydney.blogspot.com

@beaudon1

facebook.com/beaudon.mclaren