EARNING LINKSLeveraging Assets, Tools and Process-

Change to Create Genuine Stories

by Nichola Stott

“The best links are not paid, or

exchanged after out-of-the-blue

emails–the best links are earned

and given by choice.”- Matt Cutts’ Blog - 2005

MYTHS

BUILD ITAND THEY WILL

COME

WE MADEA VIRAL

VIDEO

STAGES

Ideation

Creation

Distribution

AGENDAWhat is newsworthy?

Ideation process – using

business assets

Operating frameworks

Organisational change

82%Average

visibility drop from the TOP 100 losers when

Panda rolled out to the UK - SearchMetrics

3.1%

of all queries impacted by penguin. (Google)

the length of time it took iAquire

to get back in the index after

being accused of buying links (SEL)

73is the position that Google Chrome dropped to for

the term “browser” after giving themselves a PR

penalty for a sponsored posts campaign (Danny

Goodwin)

700,000“notice of detection” emails sent via

webmaster tools in Jan and Feb last

year

(Tiffany Oberoi – Google at SMX West)

Diversity Audience

Reinforces

Brand StoryEndearing

WHAT ISNEWSWORTHY

Quantifiable

Emotive

Social currency

Triggers

Ease for emotion

Public

Practical Value

Stories

Contagious – Why Things Catch On

Professor Jonah Berger, Wharton Penn.

Uncover

Stories

Use real

assets

Resonate your

with audience

Earn

Placement

Process

QualitativeFace to face

interviews

Stakeholder

groups

Need Senior

Buy-in

Your

USP

Customer Experience

- Voted best customer service

- Highest retention rate

PRODUCT STORIES

AN EXAMPLE

Set Demographics

Set Screening

Questions

Survey Question

Results

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Fully Prepared Not Prepared

STORY

The Business Daily

79% of business owners not ready for RTI

A recent survey by Chartered accounting firm, Accountants and Co found that 79% of all

business owners and employers surveyed are not yet ready for the new HMRC reporting

requirements which came into effect on April 6th 2013.

Under the RTI system, employers will be required to send data about PAYE, NIC and

student loans every time they pay their employees, rather than just once a year on the P35

End of Year Return. HMRC is currently in the process of notifying employers their start

date for RTI and some may have already recently received a notification.

Accountants and Co. have released a ten-step checklist for business owners help assess

their readiness for RTI.

PRODUCTNeeds a USP

Ideation

Creation

Distribution

For Ubiquitous Products

Press

Release

Boring products can have

human applications

Can be service or

policy related

Take it to the

human conclusion

“A strong purpose and a sense of

ethics give the company a solid

foundation. In Innocent’s case the focus

was on leaving the planet a little better

than they found it.”

Sir Richard Branson – Tips for

Growing Your Small Business –

Entrepreneur.com

Responsibility

Inclusion

Job satisfaction

Create feel good

stories

Earn links

Attract employees

Attract customers

Holistic Marketing

Strategies

Needs to be

intrinsic

Policy before

story

Genuine or

backfire

“It is such a cliché: Don't just present

data, tell a story. Yet it is rarely

followed. We almost always

present data.” Avinash Kaushik: Occam’s Razor

Infographics Slides

Data

VisualisationGraphs

Mechanisms

“Rather than ‘big’ large volumes of

data it’s actually about a third

dimension – like velocity of that

data”

Ed Parsons – Google Head of Geo-Spatial

Technology

DATASTORIES

Professor Ed Manley and

James Cheshire of UCL Centre

for Spatial Technology

META-METRIC –

SALES PER

HOUR

0

5

10

15

20

25

30

35

11-S

ep

18

-Se

p

25

-Se

p

02

-Oct

09

-Oct

16

-Oct

23

-Oct

30

-Oct

06

-No

v

13

-No

v

20

-No

v

27

-No

v

04

-De

c

11

-De

c

18

-De

c

25

-De

c

01

-Ja

n

08

-Ja

n

15

-Ja

n

22

-Ja

n

29

-Ja

n

05

-Fe

b

12

-Fe

b

Don’t Discountan infographic because everyone else

does; just tell a better story

Transmission or receipt of the

materials in this presentation or

information herein does not

constitute legal advice.

Media

Contact

Databases

EMBRACING

CHANGE

Earning

Links

Marketing

Mindset & Skills

Integral to

growth and

success in

SERPS + Sales

Part of holistic

business strategy

THANKSFOR LISTENING

Tel: +44(0)1420 540227

E-mail: nichola.stott@themediaflow.com

Twitter: @NicholaStott

Web: www.themediaflow.com

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