Content and social engagement with a real time flavor

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11

Introducing Advice Interactive

Content & Social Engagement With a Real Time Flavor


01 About Me


Who I Am

I Work Side By Side With My Husband

I am Originally From Pittsburgh (Go Steelers)

I Love to Listen to Audio Books

Mad Men is My Favorite TV Show

Bernadette Coleman, CEO Advice Interactive

I Am Active on Face Book, Twitter & LinkedIn

Inc 500 2012 & 2013 Yrs & Maybe 2014

Passionate About Local Search – www.localsitesubmit.com


Connect With Me


What You Don’t Know About Me

• I wrote my first blog in April 2013


Why Am I Telling You This? – 6 Months


So lets talk about Social Media. This new way to communicate has changed lives for the better, opening eyes to new things and creating social consciousness.


Before I Begin

• Content & Social Media Engagement Today

Children have found their birth parents…


This is probably a better example


Lost items have been returned Lost loves have been reunited.


Given Us a Voice

Social media has provided a soapbox and voice for many as well as helped us find others who share our interests and beliefs.



With Good there is also Bad!

• Caused Drama• Broken up some relationships• Caused political arguments and • Online cheating, (YOU KNOW WHO YOU ARE)


• Update their status every 5 minutes. • Clutter up my newsfeeds• What they are eating• Gym check-ins, • Spa appointments, and • Vacation pics• What you are eating…

Let’s not forget all the• Stalking, Phishing and online scams.


Then there is the fact that social media has eaten into our daily lives.

Social media has led us to waste time on things we never thought we would!


The Survey Says…What Disney character are you?

spending time in ways we would not of have imagined a few years ago


This has forever changed how we • think, • act, • and interact

In business and in our personal lives.


Information is FAST nowour expectations have changed


Real time communication and engagement is now expected in everything we do


• Someone doesn’t answer your email, like a post, or reply to a tweet in minutes, we think something is wrong

Why Aren’t you answering my emails?



Remember Beepers?Responses could take hours…

And we wereOK with that!




Social Media brings us words like; • memes, • selfies, • tweets, • viral, • hashtag and • trending



Conversations revolve around • status updates, • user generated content, • and viral videos.

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28

What’s Driving The Need For Speed?


What is Real Time Content?

• Now: unexpected opportunities–Breaking news and live events–Social mentions

• Near now: expected opportunities–“Scheduled news” (research, data release, etc.)–Industry events (e.g., conferences, tradeshows)

• Future now: created opportunities–News and data you make yourself–Memes


It's all about now! It's all about REAL

TIME!


BlogsArticles Sites

Press ReleasesForum posting

CommentingDirectories

But That’s Not How it always was…


Outsourcing Was Easy

Hello,Greetings for the day!

"Please accept my apologies for writing this email without your prior permission."

I am Riya Sen Business Development Executive; it’s a pleasure to make your acquaintance. Would you be interested in outsourcing SEO, Link Building, Web design, Web and software Development, Mob Design Services to us?



RANKINGS


What The Heck Was Going On?


Every Client I Had Has A Content Problem


Problem # 1 We were the “jack-of-all-trades, master-of-none”


Problem #2

Problem # 2We have content performance issues.

Mediocre content Content not reaching customers

Content we didn’t measure


Problem #3Problem # 3We had lots of content, but no audience AND no engagementWe forgot to;• Consider our audience• Create a content plan• Engage and promote


Note to Self…

If you are creating content and don’t have an audience or an engagement plan yet, please stop creating content!

(you may want to repeat that in your head).

Note to self:

If you are creating content and

don’t have an audience or an

engagement plan yet, please

stop creating content!

(you may want to repeat that in

your head).



Act in the Moment, Plan in Advance


The Plan

It wasn’t a pretty picture!• Key word stuffing• Duplicate content• Bad links


Figure out what we wanted to say…

• Cheeky• Witty & Fun• Accessible• Approachable• Friendly• Helpful • Customer oriented


Get It Done!Make more realistic plans for getting it done!


Seems Simple and Yet..

IT’S STILL SO DARN HARD, ISN’T IT?


So why were we finding content such a problem?


Why?

BUT, OUR CONTENT was STUCK!

content is the experience!

You can tell good content from bad by focusing on the experience it creates!


And…

OUR CONTENT SUCKED!we’re not focusing on things like purpose, process, intended use, and the needs of our audience.


So…

So instead of incentivizing real engagement and increasing overall lifetime value, we’re simply rewarding our teams for producing more and more and more content.


Back To The Drawing Board

We had to learn how producing meaningful, beautiful, obsessive content can substantially change the game for our company.


We had To Learn

• How Google is penalizing websites• Why creative content is valuable • Why engaging humans (not robots) is the

new measure of on-line success• How to create content that engages

humans• How to track it


We had To Learn How To…

• Contribute to the conversation• Share in the mutual interests of the

community • Gear to our targeted market • Tell a part of the larger story • Distribute actively and strategically, to

build a successful campaign


We Had To Learn How To…

• Better understand our client• Use active participation and interaction• Consider our audience• Distribute via Social Channels• Start real time Information sharing

–By collaboration and–By engagement


We had to Learn About Engagement

Engaging humans is harder than tricking algorithms.


We had to Learn Human Engagement

• Capture their imaginations• Speak directly to their hearts• Talk about things that they love and are

interested in • Share ideas • Listen to their concerns and;• Consider their feedback.


We had to Learn Purposed Content

Creating purposed

driven content is

hard work but it’s

absolutely

necessary to tell a

sticky story.


We had To Define The MessageCraft a message that will contribute to a larger story, We

had to begin with the end in mind.


Define The Response

What’s the action that I want people to take once the story has inspired them?

What are they going to do once the message sticks?


Post good content and the followers will come.

It's an edict of nature.


Give The Best That You Can

Take a few minutes every day to post stimulating, engaging content that: • provokes• questions, • humors, • and causes engagement.


If You Have Nothing Grand To Share

Then share someone else's!

If You Have Nothing Grand To Share

Then share someone else's!


Speak Out

• Make a bold comment on a social issue that is in the back of everyone's mind.

• Take a stand. • Give inspiration • Demand feedback and award original suggestions. • Do not forget to make a clear call-to-action for your

followers as they would be too dazzled by your brilliance to know or do otherwise.


Web content is no longer primarily about written content.

Visual content including images, infographics, and videos are also becoming increasingly popular.


The New Face Of Content Content that both people

& searchengines will love…


Today, your entire online marketing strategy should revolve around the convergence of content, search, and social with quality content being the dominant piece of the puzzle.


Why Is Great Content Important?Google highly rates content which is original, high-quality, free of spelling and grammar errors, and valuable.

The new search engine algorithms are getting better and better at indexing and ranking your content the way a human reader would.

Remember- Symantec Search is here to stay!


Why Is Great Content Important?

Quality content is much more sharable.

Social Media is now the number one reason why people use the internet,

So creating content people enjoy enough to share with their friends presents an enormous potential.

Remember, Quality content is much more sharable.

Social Media is now the number one reason why people use the internet,

Creating content people enjoy enough to share with their friends presents an enormous potential.


Why Is Great Content Important? Your readers will come back if your

content interesting or entertaining.

The search engines reward content which provides

value to people.


How to Create Engaging Content

• Gone are the days of publishing large amounts of poor quality content and using automated article submission tools.

• Creating great content, by contrast, is not quite as easy, but practicing a few good habits can make a great deal of difference.

• Gone are the days of publishing large amounts of poor quality content and using automated article submission tools.

Good habits can make a great deal of difference.


How to Create Engaging ContentDiversify your contentCover a wider range of mediums. Images, infographics, streaming videos and auditory content can all help to make your content more interesting.


Balance is Important

Create A Publishing ScheduleBut don’t fall into the trap of posting too much without doing your research.


Remember to consider how your audience consumes content. Use each suggestion accordingly.

This Is My List Of Engaging Content Ideas


• Insightful Q&As with interesting people

• Fun, engaging, informative • Many asset types,

including video, audio, text, and images.

• Build relationships Help broaden my reach and my network.

The Interview

TIP: As they spread news about the interview, they create backlinks, boosting your blog’s authority with search engines. See how that works?


Stories and Antidotes Special and unique content comes when sharing real life stories and experience.


Contests and Giveaways

• If you give away something that interests your key audience, you will receive attention in return.

• Use your entries as a way to offer additional content-opt-in opportunities

• Keep in mind that your giveaway should be relevant to your end goals, or else you will attract an irrelevant audience.


Not All Contests and Giveaways Win


FAQ’s

• Mandatory for any business, product, or service on the Internet.

• provides the answers that your core audience most commonly seeks

TIP: Not only for social outreach but also for search, because many people will enter their common questions about your business into a search box.


Curated Link Lists

• Top News Posts Today

• Complete resource list

• Funniest• Most Useful• Top 10

TIP: You can create value for people who are interested in a core subject or theme & they will share them…


Tips Are Good Share Bait

Offer tips and helpful advice using various asset types, such as text, apps, video, images, and so on…

TIP: Use tips if your goal is to show thought leadership or demonstrate commanding knowledge in a particular area of expertise.


Complete Lists

Distinguished as being more exhaustive and comprehensively researched.

• Best Of• Top Ranked• Complete List Of…

Remember to use detailed information, images, and commentary for each item


Reviews

Consider providing regular reviews or commentary on products, services, or even business strategies

Use text, video, audio, or a variety of combinations of asset types.


How To Articles

Tip: “how-to”–related searches represent a major segment of search-query volume.

• How-to articles are a staple of the Internet, and this content type even has its own dedicated sites, like eHow and wikiHow.

• Create your how-to and step-by-step articles in text, images, video, or other asset types.

• Social: People contribute to the conversation via wikis or comments.


Recommendations

Great way to illustrate your knowledge of a particular topic by relaying helpful choices to your audience.

• TIP: Recommendations put a more positive spin on the review process, without being negative or creating any ill will with your audience.


Quizzes, Polls and Surveys

• Quizzes for your audience is a fun way to earn their attention

• Polls and surveys are a great way to gauge what your audience is thinking and get a pulse on your market-research efforts.



Live Video & Hangouts

Use Ustream, Google Hangouts, or other live video services to broadcast content.

Create a live discussion format with your audience.


Case Studies• Creating a real-world business case

attract a like-minded business or consumer audience

• Good case studies can take on a life of their own and often get shared around the Web.


Research and Statistical DataProvide unique insights into a business or consumer problem. This is one content idea that could catapult your website and social presence into the mainstream social conversation.


Scoops or Exclusive Announcements

Being first with a great story or “News Jacking” a great story can be a tremendous advantage.

TIP: Consider contacting major players in your business space and ask whether they have any new products or services that you could cover for your blog


What is News Jacking You Say?



Here Is a Great Example Of NewsJacking• 1) Google released the Knowledge Graph• 2) A blog was quickly written about the Knowledge Graph , explaining

what inbound marketers should know about the new release and its impact on organic search results.

• 3) The post generated double digit inbound links, and improved the organic search rankings -- especially for queries related to Google's Knowledge Graph

• 4) The post has also driven thousands of visitors to the blog and main website, due to not just the organic search visibility gained from writing the content, but because of the hundreds of social shares the post received. After all, everyone wants to be the first to break industry news on Twitter, Facebook, LinkedIn, and Google+!

• 5) Because you should always include calls-to-action in our blog posts, newsjacking this story also generated leads for sales.

• 6) The Company’s credibility increases as they prove to their audience that they always stay up to date on important industry news.

http://blog.hubspot.com/blog/tabid/6307/bid/32898/Google-Rolls-Out-Knowledge-Graph-to-Make-Search-Results-More-Human.aspx

http://blog.hubspot.com/blog/tabid/6307/bid/32898/Google-Rolls-Out-Knowledge-Graph-to-Make-Search-Results-More-Human.aspx

http://www.hubspot.com/how-to-create-effective-calls-to-action/?__hstc=20629287.ad9203cb33b58d1130071e1b818ef069.1399998127087.1402153678717.1404005831999.4&__hssc=20629287.2.1404005831999&__hsfp=3382537887


EXAMPLES OF REAL TIME REACTIONS & ENGAGEMENT FOR THE ROYAL BABY






Q&A’s From People Within Your NetworkAnswering questions and offering expert advice should be a fundamental part of your content strategy.

TIP: Post on third-party networks, or create a blog post with three to five common questions you’ve received and answer them for your audience.

Also remember to add your answers to your site FAQ.


Images and Image Channels

• Showcase entire galleries or photo channels on social Media or create your own galleries on your blog or website.

• Shoot an industry or consumer event and tell your subjects where to find you online.

TIP: Audiences are almost alwayscaptivated by content about themselves.


Photos Are Worth a Million LikesPhotos are the primary type of content posted and shared on Facebook. According to March 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide.

http://www.emarketer.com/Article/Photos-Cluttering-Your-Facebook-Feed-Herersquos-Why/1010777/1


Bios and Get To Know You’s

Routinely spotlight different people on your team or within your company.

Add a picture and publish a Q&A.


Live Blogging & Live Tweeting

• blogging live from the event• Give a factual recap of what is being said in real-

time, or offer your own side commentary.

TIP: Create a #Hashtag. It is very common for people to monitor social streams by hashtag or keyword during these types of events.


Things To Do

• Local attractions• Favorite restaurants• Other helpful localized tips

TIP: If your audience is from out of town show a little bit of hospitality and provide useful content – they won’t forget.


Posts About Other Posts

• Blog about your blog• Blog about a press release• Blog about a citiation

TIP: This way, you can tell the regular audience in one channel about his column and also offer different bits of information to supplement the topic.


Commentary and Editorials

• Establishing yourself as a conversation leader, communicate your opinions on the main issues and topics.

– Blog posts– Social conversation– Status updates– White papers– Videos…

Be prepared to follow up with comments…


TIP: A good piece of insight is one of the best ways to establish yourself and your business as a thought leader in both the content space and business space.

Thought Leadership

• Write a book (eBook)• Speak at events• Do a webinar or hangout• PowerPoint


Glossaries

• Informative content• Rank well in search • Glossary terms on a

single page• Create unique pages

for expanded definitions

• SHARE IT!


TIP: Offering up an application, screen savers, plug-ins, ebooks, and other productivity enhancements is another great way to solve a problem for your audience and create a shareable event.

Create Downloadable Assets

• Screen savers• Plug-ins• Ebooks• Create a circle• Excel spread sheet (with a formula)


Write Down Ideas

TIP: Create a spreadsheet that you can update with interesting bits of information as you go through the day.

Refer to this spreadsheet when you need a content idea for your next blog.

• As you are going through your daily tasks, • reading your industry blogs, • conversing with others in your industry,


And That’s Not ALL!

Prepare for My Fast & Furious Engagement Tips…


Start Engaging

• Ask a provocative question• Post Something Funny• Share an interesting blog or an article• Comment on a recent news item• Post an inspirational picture or quote or meme• Request follower feedback• Ask for reviews on your products or services


Start Engaging

• Add new, useful content to your pages on a regular basis. Content freshness adds relevancy to your site in the eyes of the search engines.

• Add viral components to your web site or blog like reviews, sharing functions, ratings, visitor comments, etc.

• Invite relevant and authoritative bloggers toguest post on your blog, to build social shares and traffic.


Start Engaging

• Always write a unique and catchy Meta description tag, with a call to action if applicable, for your post, as it will attract more click-throughs.

• Blog about the problems your product or service solves – not about the product or service.

• Broaden your range of services to include video, podcasts, news, social content and so forth. SEO is not about 10 blue links anymore.


Start Engaging

• When optimizing your blog posts, optimize your post title tag independently from your blog title.

• Cater to influential bloggers and authority sites who might link to you, your images, videos, podcasts, etc. or ask to reprint your content.

• Get the owner or CEO blogging. It’s priceless! CEO influence on a blog is incredible as this is the VOICE of the company.


Start Engaging

• Understand social marketing. It IS part of SEO. • The more you understand about sites like Digg,

Yelp, del.icio.us, Facebook, etc., the better you will be able to compete in search and social.

• Videos that show up in Google blended search results don’t just come from YouTube. Submit your videos to other quality video sites like Metacafe, AOL, MSN and Yahoo.


Start Engaging

• Surround video content on your pages with keyword rich text. The search engines look at surrounding content to define the usefulness of the video for the query.

• Use the words “image” or “picture” in your photo ALT descriptions and captions. A lot of searches are for a keyword plus one of those words.

• Enable “Enhanced image search” in your Google Webmaster Central account. Images are a big part of the new blended search results.


Start Engaging

• Think of marketing as storytelling, and think of your customers as the characters.

• Depressing tweets, vague tweets, tweets about your weight loss and what you are eating are better kept to yourself.

• Tweeting a little personality is fun. But for the most part, stay professional and positive. And always, always stay classy, of course.

• Stop talking about yourself if you want more retweets.

http://thenextweb.com/socialmedia/2010/10/19/5-more-things-you-should-stop-doing-on-twitter/


Start Engaging

• If you’re going to tell people to “like” your company on Facebook, give them a reason why they should “like” you.

• Use social media contests as an opportunity to learn more about your customers.

• Leverage social search and boost your rankings for target keywords by offering content (ebooks, webinars, etc.) and having them pay with a tweet.


Start Engaging

• Actively participate on Google+ and in the Google Authorship program.

• Link your Google+ profile to all blogs and sites you write

• Whenever possible, link your guest authors’ Google+ profiles to your blog.

• Use an appealing Google+ headshot, as it may be displayed in Google search results.


This I s Not TV or Radio We Are Talking About

This is not advertising to a mindless population catching glimpses of your brands during breaks from their favorite shows or games while rushing to the restroom.


This Is Engagement

Which means you have to engage to make it workRespond to your followers to make sure the right relationships are formed and maintained.

Courtesy is a virtue so remember to:• Check your Facebook messages

• Post to FaceBook, Twitter, LinkedIn• Answer Twitter direct messages (DMs)

• Answer Twitter @ replies• Engage in LinkedIn Discussions


Remember:

• keep a tab on your analytics• check out what the competition is up to • Find out what works and what doesn't• classify those that bring in the most results • and don’t forget to optimize your content.


Q&A

Marketing

Content and social engagement with a real time flavor