Top Social Tactics for the Search Marketer by Craig Lister

8/12/2019 Top Social Tactics for the Search Marketer by Craig Lister

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SMXLondon#21A

CONTENT PEOPLE WANTTips for Creating Content People Will Love and Share

Craig Lister

Head of Reprise Media UK & EMEA


2/25

SMXLondon#21A

Craig Lister

Head of Reprise Media UK & EMEA

IP ME!IA"RA#!S

@craig_reprise


3/25

SMXLondon#21A

In order to $e s%essf%l' SE(' soial )edia and ontent )ar*eting

sho%ld all +or* olla$orativel,-

Optimized Content Marketing

Content

Marketing

SocialMedia

SEO


4/25

SMXLondon#21A

In media terms !o"r a"dienceis cons"mingmore# more content


5/25

SMXLondon#21A

W$en askedpeople

arenot

satis%ied

&it$ content

%rom'rands

What.

The ontent is not al+a,s relevant to +hat I +ant

Where.

The ontent is not in the hannels that I fre/%ent

When.

The ontent is onl, availa$le +hen the $rand +ants to tell )e

so)ething


6/25

SMXLondon#21A

Content Most Likel! to 'e S$ared

Consider +hat ontent ,o%r a%diene +ill organiall, share-

St%d, done $, UM London+++-little$oo*of%riosit,-o-%*0L"(C

123

Ma*es 4o% La%gh

Co))ent on 5riend6s Stat%s

(ffers !iso%nts & 7o%hers 4o%r 5riends

Wo%ld Li*e It

Relates to 4o%r Passions & Interests Tells 4o%

So)ething #e+

893 8:3

2;3 2


7/25SMXLondon#21A

W$at People Talk A'o"t (ace to (ace

!on6t forget a$o%t fae=to=fae onversations>


#e+s


8/25SMXLondon#21A

T$e )olden *"le

Treat Others the

Way You Want to be

Treated.


9/25SMXLondon#21A

!on6t reate the ontent ,o% or ,o%r o)pan, +ants- Create +hat ,o%r %rrent and potential %sto)ers +ant-

T$e Platin"m *"le

Treat Others the

WayTHEYWant to be

Treated.


10/25SMXLondon#21A

Use the data to *no+ +hat topis and t,pes of ontent ,o%r a%diene li*es-

+no& W$at Content ,o"r Target A"dience Likes


11/25SMXLondon#21A

W$! People -nlike a .rand Page

Thin* a$o%t ,o%r fans and +hat THE4 +ant if ,o% +ant to *eep the) aro%nd>


Anno!ing # Irrele/ant Content

Lets ,o" 0o&n

Original Competition 1as Ended

(ake .e$a/io"r

(orgot Original Attraction

Page 0ormant

0.45

0.27

0.24

0.22

0.21

0.11
http://www.littlebookofcuriosity.co.uk/http://www.littlebookofcuriosity.co.uk/


12/25SMXLondon#21A

Aording to Ton, Ro$$ins' these are the f%nda)ental needs +e all have in o))on and all$ehavio%ris an atte)pt to )eet these

needs-

)ood Content Will Appeal to an Emotional Need

6 Human

Needs

Certaint,

7ariet,

Signi@ane

Love

Connetion

ro+th

Contri$%tion


13/25SMXLondon#21A

4o%r fans sho%ld *no+ +hat to eBpet fro) ,o%r ontent-

Certaint!

http.speialneedsparenting-netertaint,=ris*
http://specialneedsparenting.net/certainty-risk/http://specialneedsparenting.net/certainty-risk/http://specialneedsparenting.net/certainty-risk/


14/25SMXLondon#21A

!on6t let ,o%r ontent get $oring and stale- MiB it %p and *eep it fresh>

-ncertaint! 2 3ariet!

http.+++-vietna)pl%s-vna%stralia=h%,en=h%ong=B%at=*ha%=hoa=/%a=sang=ha%=a8::11-vnp
http://www.vietnamplus.vn/australia-chuyen-huong-xuat-khau-hoa-qua-sang-chau-a/255033.vnphttp://www.vietnamplus.vn/australia-chuyen-huong-xuat-khau-hoa-qua-sang-chau-a/255033.vnphttp://www.vietnamplus.vn/australia-chuyen-huong-xuat-khau-hoa-qua-sang-chau-a/255033.vnp


15/25SMXLondon#21A

Ma*e ,o%r fans feel speial>

Signi%icance

http.olds+eet+aterottage-$logspot-o)821ro+n=)e-ht)l
http://oldsweetwatercottage.blogspot.com/2010/03/crown-me.htmlhttp://oldsweetwatercottage.blogspot.com/2010/03/crown-me.htmlhttp://oldsweetwatercottage.blogspot.com/2010/03/crown-me.html


16/25SMXLondon#21A

ive ,o%r fans )ore reasons to love ,o%r o)pan, and a o))%nit, +here the, an $ond +ith one another

Connection 2 Lo/e

http.$rav%rasol%tions-o)$log82828reating=an=e)otional=onnetion=+ith=retire)ent=savings
http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/


17/25SMXLondon#21A

Create ontent that is infor)ative and %sef%l-

)ro&t$

http.+++-integrit,)-o)$log82828a=si)ple=philosoph,=gro+th=solves=all=pro$le)s
http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/


18/25SMXLondon#21A

ive ,o%r a%diene opport%nities to help-

Contri'"tion

http.+++-far)erss%pportinitiative-org-%*ontri$%te
http://www.farmerssupportinitiative.org.uk/contributehttp://www.farmerssupportinitiative.org.uk/contributehttp://www.farmerssupportinitiative.org.uk/contribute


19/25SMXLondon#21A


20/25SMXLondon#21A

T1E CONTE4T

A *e, )o)ent in AT&T6s %sto)er Do%rne, is +hen a *id )oves

off their fa)il, plan and gets their o+n for the @rst ti)e-

AT&T $attles to $e relevant or li*ed $, *ids at this *e, )o)ent

29=8F

This a%diene is also rede@ning ho+ the, ons%)e

entertain)ent- 5or eBa)ple. the, li*e so)etvsho+s $%t

ons%)e the) on their o+n ter)sF


21/25SMXLondon#21A

W1AT MA+ES

T1IS C*EATI3EL, INNO3ATI3E

-Rea ltimerea lity-Mixed media

-Always on

-Multiple points of view

-Multiple platform s

-

Audience feedback drivesthe story


22/25SMXLondon#21A

1'12Glikes

21?comments

?':?9likes

!S"A$AM

2'8


23/25SMXLondon#21A


24/25SMXLondon#21A

#et Pro)oter Soreagainst the entire target not D%st those +ho engaged +ith sho+F

inreased $,;3

:3 #PSfans and follo+ers

13 #PSfriends offans and follo+ers

AN0 MOST O( ALL5


25/25

[email protected]

@ c ra ig_ re p rise

Thank

You!

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Top Social Tactics for the Search Marketer by Craig Lister