Connecting the dots <
Social. Search. Content.
Tami Cannizzaro, VP of Marketing, IBM
@TamiCannwww.digitalageofmarketing.com
Social is the authentic face of a
Brand.
It turns out the bag of marbles has
roughly 300% more surface area.
Voices #IBM
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250+ IBM most senior experts in Select program
5,000+ IBM experts in Forward Thinker program
430,000+ IBMers trained on social media
61,000,000+ IBMer social media connections
Social Advocacy gives your organization authentic reach
Social
If Social is discovery. Searchis validation
Social Signals Are Driving SEO
Backlinks
Useablility Stats
Keywords
Age of Domain
Social Signals
Social Search #New York
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Content Marketing is the engine that
drives search rank and brand engagement
Building a Content Factory
Create relevant,
findable,
shareable content
experiences
Relevance Matters
Target your customer
Build a conversation
Low Engagement /
Quick Hit
Intermediate /
Building Engagement
High Engagement
• Social Posts
• Content snippets –
quotes, statistics
• Photos
• Content previews
• Free chapter
promotions
• Short videos
• Social discussions
• Fan-gating
• Interviews with
content author
Content “Snacks” Long-Form & Social Conversation
Low Engagement /
Quick Hit
Intermediate /
Building Engagement
High Engagement
Types of
Content
Videos WebCasts Decks Audio PodcastsWhitepapers, Case Studies
Solution Overviews
Rank in
Vertical
Search
Engines
2
Posting to
Multiple
Content
Sharing
Sites
According to
Format
1
Web-
Casts
Video
YouTube
Audio
PodNova
Rank in
Universal
Search
Engines
Maxim
ize E
xp
osu
re t
o C
on
ten
t3
Yahoo
VideoYouTube
Bing
Video
Video
Google Yahoo Bing
Twitter Facebook LinkedIn
Achieve Goals
Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful
“Paid” Media Distribution & Activation = Spray fuel on the fire
Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire
More Aggressive Influencer Outreach Program = Gas on the fire
Decks
SlideShare
.PDF/Text
Scribd
Content Audit Drive Engagement
Paid, Earned, Owned, Shared
Build Relevant, Persistent Content
With relevant, timely content
Content Marketing builds brand equity & drives engagement
Content
Search, Social & Content are
the fuel of your marketing engine.
Thank you
Tami Cannizzaro, IBM
@TamiCann