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Making Content Social - Presentation at AdMonsters, SEA, Singapore, March 2012
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Arvind Sethumadhavan| 1st March 2012
Making Content Social
Bit about Isobar and me
• Isobar- a modern communications agency with presence in 11 cities across APAC
• part of Aegis Group PLC
• campaign Asia Pacific Digital Agency of the Year 2011
• Me – Lived in India, HK, China, Malaysia and SQ. Professional experience covers Market research, Media, Marketing analytics and Digital with focus now on Social Media
• passionate about data and all things digital
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Making Content Social - Setting 3 wheels in motion
1) Creating Shareworthy
content
2) Seeding
3) Findability
3
Setting 3 wheels in motion
1) Creating Shareworthy
content
2) Seeding
3) Findability
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Conversations are the New Marketing
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Social Currency
Bra
nd
Lo
yalt
y
Source : Whitepaper by Vivaldi Partners ‘Social Currency’
http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html
Brand Social Currency
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Shift your thinking
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Brands
Attention
Content Creation
Targets
Advocacy
Content Co-creation
Content key to drive engagement
0
10
20
30
40
50
60
70
80
90
100
Par
tici
pat
ion
- M
illio
ns
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FIFA WC
Virtual Torch
Photo Mosaic
First Coke
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Video case study
Setting 3 wheels in motion
1) Creating Shareworthy
content
2) Seeding
3) Findability
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SOURCE : Visible Measures Database
Surge media critical for mass awareness
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Earned media benchmarks vary by target audience
0
15,000,000
30,000,000
45,000,000
60,000,000
75,000,000
90,000,000
105,000,000Consumer-Driven
Brand-Driven
69%
Consumer-
Driven 32%
Consumer-
Driven 67%
Consumer-
Driven
NEW
MOON
81%
Consumer-
Driven
98%
Consumer-
Driven
39%
Consumer-
Driven
83%
Consumer-
Driven 450,000,000
300,000,000
VV
VV
SOURCE : Visible Measures Database
Setting 3 wheels in motion
1) Creating Shareworthy
content
2) Seeding
3) Findability
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SEARCH EVOLUTION
• Search as we have known it since the dawn of the web Traditional
• Content is discoverable as it is uploaded online Real-time
• Shows results as you type, saves 2-5 seconds per search Instant
• Inclusion of activity and content from your social graph to your search Social
• Search within a social network Social Network
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RE
AL
-TIM
E S
EA
RC
H
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INSTANT SEARCH
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SOCIAL SEARCH
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SEARCH AND SOCIAL
NOTE : Google’s ZMOT graphic used as the base
“Endorsement” “Advocacy”
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THE NEW QUESTION
HOW DOES YOUR BRAND PERFORM IN REAL-TIME
SOCIAL SEARCH?
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SOURCE : Brian Solis thought leadership content on SMO with Hubspot
• pictures in Flickr, Instagram, Pinterest
• videos on YouTube
• likes, check-ins etc in Facebook
• bookmarks in Delicious
• reviews in Yelp, Hungrygowhere
• subject matter in Ning
• thoughts shared in blogs
• endorsements on Twitter
Social objects are the
catalysts to conversations
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UGC AS SOCIAL OBJECTS
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Social media optimization (SMO)
The distribution of social objects and their ability to rise to the top of any
related search query, where and when its performed.
SEO + SMO : Amplified findability in the traditional and social web
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SOURCE : Brian Solis thought leadership content on SMO with Hubspot
SYNDICATION IS KEY
SOURCE : Brian Solis thought leadership content on SMO with Hubspot
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AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
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AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
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EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY
SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)
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Bringing people and brands together like never before Thanks very much!