BRO - Business Relationship Optimization

BRO - Business Relationship OptimizationTravis Wright | Global Social Media Awesomeizer | Norton | June 20th, 2o13

Who is this Travis Wright dude?• Stand-up comedian since 1995.• Web designer & developer since 1996. • Helped Roll out GTE’s “Superpages.com” in 1997.• SEO & “Geo-Targeting” business websites since 1998.• Entrepreneur - Cofounded Multiple Startups• Global Social Media Awesomeizer – Norton • Marketing Provocateur. Crowdsourcerer. Trafficologist. • Bullshit word maker.• @teedubya on Twitter.

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Who is this Travis Wright dude NOT?

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BUSINESS RELATIONSHIP OPTIMIZATIONBRO is the new SEO

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SOCIAL IMPACTS SEARCH, BRO.

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SOCIAL SHARING = LINK BUILDING 2.0

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• Facebook Fanpage Likes• Facebook shares• Twitter followers• Tweets including your brand or a link to your website• Google+ “have you in their circles” • Slideshare Views• YouTube Views• Pinterest Re-pins• Tumblr Reblogs• Authority and Influence of those “Bros" sharing your contentResource: Google Ranking Factors 2012 - Searchmetrics

SOCIAL SIGNALS AFFECT SEO RANKINGS

UNDERSTANDING BUYER PERSONAS

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• Title• Time in the job• Works directly with• Daily tasks• Responsibilities• Likes/dislikes about job• Frustrations• Pressures• Concerns• Needs• Role in buying process• Buying stage• Drivers

UNDERSTAND YOUR BUYERS PERSONAS

• Interview Current Customers• A/B Testing• Try Progressive Profiling• Study Your Web Analytics• Leverage Your Competition• Use LinkedIn and other

Industry Networks• Go to Events

RESEARCH YOUR BUYER PERSONAS

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RESEARCH YOUR BUYERS KEYWORDS

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SOCIAL SIGNALS

Matt Cutts has repeatedly said that quality content is key to Google rankings, and Bing’s Duane Forrester reminded marketers that “all SEO ranking signals revolve around content of some kind” at SMX Advanced 2011.

Matt Cutts - Google

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SOCIAL SIGNALS

Duane Forrester - Bing

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ACTIVITIES TO INCREASE BRO

1. Develop Blog Outreach Strategy2. Identify Influencers3. Use Blog OutReach Tools

• GroupHigh & Buzzstream4. Use Gmail Plugins

• Rapportive & Yesware5. Use Data.com / Jigsaw.com 6. Connect with Journalists

• Help a Reporter Out [HARO] • MuckRack

7. Acquire Author Accounts@teedubya

CONTENT CREATION ECOSYSTEM

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V. - VideosI. - ImagesT. - TextA. - AudioL. - Links

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BECOME A THOUGHT LEADER

via Hubspot

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BECOME A THOUGHT LEADER

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BECOME A THOUGHT LEADER

• Companies that blog have 434% more indexed pages.

• Companies with more indexed pages generate far more leads from search.

(Search Engine Journal)

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WHAT ABOUT NORTON, BRO?

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Created with SimplyMeasured, TagCrowd, Wordle and Photoshop

Image credit: Bonkers World.

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NAVIGATE THE CORPORATE SILOS, BRO.

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NAVIGATE THE CORPORATE SILOS, BRO.

@NortonOnline us.norton.com http://facebook.com/norton

• Project from CSI Franchise creator Anthony E. Zuiker, looked to do for cybercrime what CSI did for forensics.

• In partnering with Norton, Zuiker was able to tell his story filled with authentic details from cybercrime’s real experts, Norton.

• And, in partnering with the world’s #1 crime storyteller, Norton would be able to reach new audiences; entertaining and educating them about privacy, loss, and risk. 5

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Norton Integration

Character who is a Norton employee

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Key scenes taking place at the SOC (pictured)

Visual placements of Norton products in “use”

“Presented By Norton” plays before every episode

Worldwide over 31 Million people watched Cybergeddon

GOOGLE & BINGSearch is more than …

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Twitter Trends & Search

Hashtagshttp://hashtags.org/ | http://tagdef.com/

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SEO Your Video, BRO.

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http://www.youtube.com/keyword_tool

SEO Your Video, BRO.1. Use a suitable video filename2. Put Your Keywords First3. Include Keywords in your Video Voiceover4. Upload a Transcript file for Video Captions5. Build an Authoritative YouTube Channel6. Upload Videos Regularly7. Respond to Comments on your Videos8. Create and Use Playlists9. Encourage Social Signals10. Build Backlinks to your Videos

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SpeechPad @speechpad https://www.speechpad.com

Facebook Graph Search opens up many different opportunities, BRO.

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@teedubya#smx

Pinterest now allows for Pins, Boards and Pinners to be searched... It’s a great way to find influential content.

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Brands who have a Tumblr are getting some love from Tumblr.

RESOURCE: http://brands.tumblr.com

@teedubyaus.norton.com Norton.Tumblr.com @NortonOnline http://facebook.com/norton

REPURPOSE CONTENT.

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Norton Blogs

Repurposing content in other shareable formats can create great results!128,851 Views

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Norton Blogs

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SOCIAL SHARING OPTIMIZATION.

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Anatomy of a Share Snippet

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A. Share Blurb

B. Title

C. Description

D. Image

E. URL (Title link)

E

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Structured

Social

Sharing

Formula

OG:Title OG:Description

OG:Image

OG:Type

OG:URLzUTM

Variables

Share Blurb for FB & G+Hashtags

Twitter / Retweetable

Document& Track

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Dana Lookadoo

@lookadoo

Presentation - SlideSharehttp://yseo.us/sssf

SSSF Worksheethttp://yseo.us/sssfw

Facebook Open Graph: http://ogp.me/

Wordpress SEO by Yoasthttp://wordpress.org/extend/plugins/wordpress-seo

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By integrating social and search into your content with rel=author tag, you can gain more visibility for all of your content.

RESOURCE: http://bit.ly/rel-author-resource

Author Rank

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By integrating social and search into your content with rel=author tag, you can gain more visibility for all of your content.

RESOURCE: http://bit.ly/rel-author-resource@teedubya

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Twitter Cards

Summary Card: Default card, including a title, description, thumbnail, and Twitter account attribution.Photo Card: A Tweet sized photo card.Gallery Card: A Tweet card geared toward highlighting a collection of photos.App Card: A Tweet card for providing a profile of an application.Player Card: A Tweet sized video/audio/media player card.Product Card: A Tweet card to better represent product content.

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Twitter Cards

http://dev.twitter.com/cards

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Summary

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Title, Description, Thumbnail, and Twitter account attribution.

Photo

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A Tweet sized photo card.

Gallery Cards

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A Tweet card geared toward highlighting a collection of photos.

App

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A Tweet card for providing a profile of an application.

Player

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A Tweet sized video/audio/media player card.

Product

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A Tweet card to better represent product content.

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SOCIAL CONTENT TOOLS

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PERCOLATE

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Unmetric @unmetric http://unmetric.com

Unmetric @unmetric http://unmetric.com

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Advocate Engagement Platforms

SYSOMOS

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Sysomos @sysomos http://sysomos.com

Compendium @compendium http://compendium.com

DivvyHQ @divvyhq http://divvyhq.com

GatherContent @gathercontent https://www.gathercontent.com/

Servio @servio_ http://www.serv.io

Kapost @kapost http://www.kapost.com

Contently @contently http://www.contently.com

Ebyline @ebyline http://www.ebyline.com

InboundWriter @inboundwriter http://www.inboundwriter.com

Scripted @scripted http://www.scripted.com

Skyword @skyword http://www.skyword.comSkyword @skyword http://www.skyword.com

WriterAccess @writeraccess http://www.writeraccess.com

Rock The Deadline @rockdeadline http://www.rockdeadline.com

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Open Graph www.ogp.me Percolate www.percolate.com

Social Bro www.socialbro.com HARO www.helpareporter.com

Muck Rack www.muckrack.com GroupHigh www.grouphigh.com

Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templatesTwitter Cards www.dev.twitter.com/cards

SimplyMeasured www.simplymeasured.comThe Advanced Guide to Content Marketing

bit.ly/advcontent

http://leesmallwood.com/

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Conclusion of the Chiefs Story???

Art by @ChrisSembower

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Questions?

@teedubya 913-256-5626 tw@traviswright.com