LavaCon 2010 Lee Trapel Where is Your Conent Going

What’s your content doing and where is it going?

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PresenterLee TraupelDigital Strategist, Linked Media Group, Inc.

Saturday, October 2, 20109:15 to 10:15am

Session Overview

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• Content is king• The untamed social web• Enter Amplephi• Q&A

Backgrounder• 15 years online advertising and social media

marketing on the digital front lines

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Content is Anything & Everywhere

• Text & images• Video & audio• Social conversations about your brand• Blogs, wikis, discussion groups• Corporate web sites• Mobile devices

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What is Great Content?

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“Creating, publishing and measuring compelling words and images that resonate with your target market.”

Your Content Problem Foursquare & Center

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“Most companies are stumbling blindly into content marketing via social media and worse, have no real understanding of how to maximize their efforts, measure ROI and utilize a systematic approach.”

Lori RuffAuthor/Speaker“Rock the World with Social Media”

Good Content Connects with Your Audience

• Engaging & has personality • Keyword rich • Relevant & fresh• Gets picked up by social stream• Communities• Incorporates business objectives

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Where is Your Content Going?

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The Social FlowerUsed with permission from Brian Soils

Social Web is the Wild/Wild West

• Vast, broad, deep• Global – no boundaries or borders• Many to many conversation driven• Huge volumes 75M tweets per day• 2.7B Facebook pages updated daily

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Content is Running Amuck!

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Social Content Marketing Absolutes

• Content must have value• Integrate community with advertising• Should leverage social influencers • Be measurable & quantifiable

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UGC Reshaping Search Rankings

• UGC – user generated content• “Approximately 25% of Google search results

for the world’s top twenty brands link to User generated content”– Search Engine Strategies Magazine

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Brave New World of Content Metrics

• Standard analytics (traffic) not enough!• Must measure social voice & brand mentions• Capture audience engagement: sharing,

liking, re-tweeting, friending• Understand conversation reach across

multiple social networks • Insight into key influencers onboard with

your brand

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Your Brand’s Content Challenges

• Lowering your content development costs • How to leverage across social web• Measure and control content publishing• Incorporate corporate policy & procedures

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Quick Poll

• How many website and social portal destinations are you managing?

• How often do you post content?• How many people involved in authoring,

posting and analyzing results?• What tools do you use?• Do you have content policies?

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Introducing Amplephi

The Amplephi vision1. Secure 2. Scalable3. Publishing platform with powerful

analytics4. Business-focused

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Amplephi Overview

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1. Intelligent content publishing2. Integrated SEO best practices3. Corporate management features 4. Measure effectiveness and engagement

Amplephi is a Single Source Platform

Today, companies are using consumer-grade tools that are highly segmented and don’t manage and distribute content cohesively.

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Publishing

• Sync Amplephi to your social marketing destinations & start “one button publishing”

• Go way beyond status updates– social networks, PR sites, bookmarks, search

engines, blogs, your CMS

• 25+ destinations including

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Integrated Best Practices

• Permalinks – drive traffic to specific websites• URL shorteners – use a vanity URL or Bit.ly • Scheduling – Queue future publishing events• Pinging - search engines and bookmarks• Digital finger print portal with unique URL• Keyword and landing page integration• Much more……………

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Management

• User roles– e.g. let some user queue up content but not “pull

the trigger”

• Multiple Brands and Products– manage multiple emarketing campaigns via

Amplephi's Template BuilderTM technology

• Transaction log of all user activity– monitor usage and export reports

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Reflector(tm) Analytics

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Amplephi’s offers a pioneering new way to understand how your content is being engaged.

• Sentiment and engagement analysis – “Likes”, shares, re-tweets, views, and many more

• ROI and business intelligence– Including keyword saturation and trend analysis

• Interactive graphs and charts

A SaaS Portal

Amplephi is an on-demand, subscription platform accessible from any connected device

• Desk Top• iPad• Smartphone

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publishing

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BlogPost

Press Release

Images & Videos

Social Updates

instantly publishto multiple destinations

users and corporate policies

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Content

user rolesprivilegescorporate policies

manage and controlcontent and users

• reporting• analytics

measuring

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understand cause,effect and ROI of content

• keywords• permalinks• sequential publishing• landing pages• backlinks

best practices

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incorporatebest practices

Security And Privacy

• O-Auth Standards• Host private content destinations for

proprietary company websites and blogs• Securely interface with our API for publishing

to your private CMS

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• one button publishing• manage users• incorporate best practices• measure engagement, cause and effect and

ROI• do this all via any internet accessible device

… computer, iPad, phone

Amplephi User Interface

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Summary

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• Content publishing platform • Supports multiple users• Incorporates SEO best practices • Sophisticated analytics • Adheres to corporate social

Policies/procedures

Amplephi Strengthens Your Bottom Line

• Lowers customer acquisition costs• Shortens sales cycles & time to market• Reduces & leverages content marketing costs• Provides valuable insight about content

marketing campaigns

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q&a• thanks for attending!!• questions, comments, feedback …• contact info

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Lee TraupelLinked Media Group, Inc.Lee@LinkedMediaGroup.com Direct: 530.432.8764Mobile: 530.205.8577Twitter: LinkedMedia