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1) The document discusses how to make content social by setting three wheels in motion: creating shareworthy content, seeding that content, and improving findability. 2) A key part of making content social is optimizing it for social media by distributing user-generated content and social objects across various social networks and platforms to increase discoverability. 3) By bringing positive social objects and conversations onto owned media properties, brands can generate valuable social brand currency and connections between people and brands.
AdMonsters SE Asia SG-
- 1. Making Content Social Arvind Sethumadhavan| 1st March 2012 1
- 2. Bit about Isobar and me • Isobar-‐ a modern communica:ons agency with presence in 11 ci:es 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, Marke:ng analy:cs and Digital with focus now on Social Media • passionate about data and all things digital 2
- 3. Making Content Social -‐ Se8ng 3 wheels in mo<on 3) Findability 2) Seeding 1) Crea<ng Shareworthy content 3
- 4. Se8ng 3 wheels in mo<on 3) Findability 2) Seeding 1) Crea<ng Shareworthy content 4
- 5. Conversa<ons are the New Marke<ng 5
- 6. Brand Social Currency Brand Loyalty Social Currency Source : Whitepaper by Vivaldi Partners ‘Social Currency’ http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html 6
- 7. ShiE your thinking Brands Targets AVen:on Advocacy Content Content Crea:on Co-‐crea:on 7
- 8. Se8ng 3 wheels in mo<on 3) Findability 2) Seeding 1) Crea<ng Shareworthy content 8
- 9. Surge media cri<cal for mass awareness SOURCE : Visible Measures Database 9
- 10. Se8ng 3 wheels in mo<on 3) Findability 2) Seeding 1) Crea<ng Shareworthy content 10
- 11. SEARCH EVOLUTION • Search as we have known it since the dawn of the Tradi:onal web Real-‐:me • Content is discoverable as it is uploaded online • Shows results as you type, saves 2-‐5 seconds per Instant search • Inclusion of ac:vity and content from your social Social graph to your search Social Network • Search within a social network 11
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- 15. SEARCH AND SOCIAL “Endorsement” “Advocacy” NOTE : Google’s ZMOT graphic used as the base 15
- 16. THE NEW QUESTION HOW DOES YOUR BRAND PERFORM IN REAL-‐TIME SOCIAL SEARCH? 16
- 17. • pictures in Flickr, Instagram, Pinterest • videos on YouTube Social objects • likes, check-‐ins etc in Facebook are the • bookmarks in Delicious catalysts to • reviews in Yelp, Hungrygowhere • subject maXer in Ning conversa:ons • thoughts shared in blogs • endorsements on TwiXer 17
- 18. UGC AS SOCIAL OBJECTS 18
- 19. Social media op<miza<on (SMO) The distribu<on 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 tradi<onal and social web 19
- 20. SYNDICATION IS KEY SOURCE : Brian Solis thought leadership content 20
- 21. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA 21
- 22. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA 22
- 23. EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM) 23
- 24. Bringing people and brands together like never before Thanks very much! 24