SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?
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The document provides information about the moderator and speakers of an upcoming webinar on social media marketing. Paul Dunay is introduced as the moderator with his background and credentials. Three speakers are then introduced: Jeff Ogden, president of Find New Customers, Wendy Lea, CEO of Get Satisfaction, and Lee Odden, CEO of TopRank Online Marketing. The webinar aims to discuss driving revenue from social strategies and integrating SEO, social media, and content marketing.
SEO, Influencers, or Quality - What's Your Trump Card in Content Marketing?
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- 4. About the Moderator Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay 4 #smtlive
- 5. Our Speakers Jeff Ogden, President of Find New Customers is an award-winning B2B marketing expert. He was named a top 25 Sales Influencer for 2012 by OpenView Labs. He was also named one of the Top 50 Most Influential in Sales Lead Management by the Sales Lead Management Association. And his blog was named the top B2B blog of 2012 by BuyerZone. His is also the Creator and Host of the popular show Marketing Made Simple TV. He holds a degree in Marketing from the University of Notre Dame. Wendy Lea is the CEO of Get Satisfaction. Wendy founded The Chatham Group, where she currently serves as an angel investor, strategic advisor and board member for a long list of startup companies. She also serves on the board of Silicon Valley Social Venture Fund (SV2.org). Wendy has been recognized as a Top 100 Woman of Influence in Silicon Valley and a 2012 Watermark Woman Who Has Made Her Mark. @WendySLea Lee Odden is the author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. He is also the CEO of TopRank Online Marketing, a digital marketing and online PR agency that specializes in a 360 degree approach to growing new business and enriching both brand and community engagement online. He is an active international speaker and publishes one of the most popular marketing blogs on the web. @LeeOdden 5 #SMTlive #smtlive
- 6. Thanks to Our Sponsor Create a vibrant customer community: https://getsatisfaction.com// #smtlive 6
- 7. Driving Revenue From Your Social Strategy Wendy Lea · CEO, Get Satisfaction · @wendyslea 7 #smtlive
- 8. Social engagement is the new marketing Existing McKinsey: Discover Consumers “social media Word-of-Mouth Ads & Branding is an accepted growth strategy” Advocate Evaluate Customer Loyalty Programs Engagement Promotions Management Bond Buy Service/Support Help Content 80% Potential of US Internet users Consumers are on Facebook Experience #smtlive 8 8
- 9. The Solution: Communities as engagement engines Discoverability Persistence Content in Context Consumer-facing experiences Internal Communities processes Social Media Marketing Management & CRM Community Moderation Brand Managers & Consumer Relations #smtlive 9 9
- 10. A marketing case study the The Situation solution Outcomes Social post permanence ▸ Employees lacked More Employee a social media Interactions presence with customers ▸ Desire to easily facilitate customer Discoverable discussions conversations Social Praise leveraged in marketing content ▸ Needed a mechanism to Embedded advocate content operationalize customer Customer endorsements Advocates can self-identify #smtlive 10 10
- 11. An eCommerce case study the The Situation Outcomes solution ▸ High levels of embedded conversations cart abandonment 8% drop in cart abandonment ▸ Low search-driven site traffic volume 5% gain in search-driven site traffic ▸ Desire to harness ▸ Product-specific word of mouth to WOM content drive conversions ▸ Community 30% drop drives in one-to-one interactions ▸ Customers couldn’t discussions ask product-specific questions during ▸ Widgets throughout purchase flow purchase flow 63% gain in first call resolution rate 11 #smtlive 11
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- 17. Joshie 17
- 18. Integrated SEO, Social Media & Content Marketing @LeeOdden TopRankMarketing.com OptimizeBook.com 18 #smtlive
- 19. 17 Billion comScore: Core Searches August 2012 63% eMarketer: Daily Search Users 89% Fleishman-Hillard: Search to Purchase $23 Billion SEMPO: 2012 State of SEM Report 19
- 20. What Is Your Customer’s Journey? Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media awareness consideration purchase retention advocacy Email Store FAQ Word of Mouth Promotions Knowledge Base P Ecommerce R Radio TV Print 20 #smtlive
- 21. Customer Optimization Trilogy 21 #smtlive
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- 23. Discover – Consume - Engage Discover Consume Engage Social Networks PDF Contribute Direct social messages Slideshare Download Email Long form interviews Subscribe Blog Single images Share Search Attend Conference 23
- 24. One Clever Question: You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! 24 #smtlive
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- 27. All Content & Promotions Consider: “Findability” “Engagement” “Shareability” 27 #smtlive
- 28. Results in 6 Days – 100% Organic 43,000+ views on Slideshare 1,000+ PDF downloads 5000+ visits of interviews 3,300+ Retweets 200 “likes” 130 G+ 100+ inbound links Dominates Google for target phrases #smtlive 28
- 29. Thanks for Joining Us Connect with our panelists on Twitter Share your thoughts with us: [email protected] 29
- 30. Announcing Our Latest Achievement Our Best Thinkers Webinar series has recently won a SNCR Excellence in New Communications Award. The prestigious awards program honors individuals and organizations that are pioneering the use of social media and Internet communications technologies (ICT). #smtlive 30 30
- 31. Upcoming Webinars #smtlive 31
Editor's Notes
- #8: I'm here to describe how Get Satisfaction will own the future of customer engagement.
- #9: But in an age of social media, advocates have unique access to everyoneIn fact, *anyone* involved in product and service interactions has a voice[c]Sheer usage of social media is accelerating the frequency of these conversations[c]Which is why McKinsey has declared...***BUT THERE'S A PROBLEM WITH SOCIAL CONVERSATIONS***They're fleeting.
- #10: Communities are engagement engines. - Achieve engagement in a number of different ways[c] - Fleeting social conversations become more permanent - pulled into the community as structured topic pages - topic pages are the atomic unit...[c] - Topic pages are optimized for discovery via search - All content (including unsearchable social) reaches more people[c] - communities also serve internal stakeholders[c] - API designed to work with complementary SMM & CRM technologies - Cohesive and complete solution drives additional conversational engagementLet me give you an example of this engine in action...
- #11: [voiceover as you’d like]
- #12: [voiceover as you’d like]
- #20: http://www.emarketer.com/newsroom/index.php/search-critical-brandbuilding-strategies/http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/http://searchenginewatch.com/article/2205140/SEMPO-North-American-SEM-Industry-to-Reach-23-Billion-in-2012
- #27: Add Slideshare logo over YouTube