making content social

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Arvind Sethumadhavan| 1st March 2012

Making Content Social

Bit about Isobar and me

• Isobar- a modern communications agency with presence in 11 cities 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, Marketing analytics and Digital with focus now on Social Media

• passionate about data and all things digital

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Making Content Social - Setting 3 wheels in motion

1) Creating Shareworthy

content

2) Seeding

3) Findability

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Setting 3 wheels in motion

1) Creating Shareworthy

content

2) Seeding

3) Findability

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Conversations are the New Marketing

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Social Currency

Bra

nd

Lo

yalt

y

Source : Whitepaper by Vivaldi Partners ‘Social Currency’

http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html

Brand Social Currency

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Shift your thinking

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Brands

Attention

Content Creation

Targets

Advocacy

Content Co-creation

Content key to drive engagement

0

10

20

30

40

50

60

70

80

90

100

Par

tici

pat

ion

- M

illio

ns

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FIFA WC

Virtual Torch

Photo Mosaic

First Coke

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Video case study

Setting 3 wheels in motion

1) Creating Shareworthy

content

2) Seeding

3) Findability

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SOURCE : Visible Measures Database

Surge media critical for mass awareness

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Earned media benchmarks vary by target audience

0

15,000,000

30,000,000

45,000,000

60,000,000

75,000,000

90,000,000

105,000,000Consumer-Driven

Brand-Driven

69%

Consumer-

Driven 32%

Consumer-

Driven 67%

Consumer-

Driven

NEW

MOON

81%

Consumer-

Driven

98%

Consumer-

Driven

39%

Consumer-

Driven

83%

Consumer-

Driven 450,000,000

300,000,000

VV

VV

SOURCE : Visible Measures Database

Setting 3 wheels in motion

1) Creating Shareworthy

content

2) Seeding

3) Findability

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SEARCH EVOLUTION

• Search as we have known it since the dawn of the web Traditional

• Content is discoverable as it is uploaded online Real-time

• Shows results as you type, saves 2-5 seconds per search Instant

• Inclusion of activity and content from your social graph to your search Social

• Search within a social network Social Network

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RE

AL

-TIM

E S

EA

RC

H

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INSTANT SEARCH

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SOCIAL SEARCH

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SEARCH AND SOCIAL

NOTE : Google’s ZMOT graphic used as the base

“Endorsement” “Advocacy”

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THE NEW QUESTION

HOW DOES YOUR BRAND PERFORM IN REAL-TIME

SOCIAL SEARCH?

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SOURCE : Brian Solis thought leadership content on SMO with Hubspot

• pictures in Flickr, Instagram, Pinterest

• videos on YouTube

• likes, check-ins etc in Facebook

• bookmarks in Delicious

• reviews in Yelp, Hungrygowhere

• subject matter in Ning

• thoughts shared in blogs

• endorsements on Twitter

Social objects are the

catalysts to conversations

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UGC AS SOCIAL OBJECTS

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Social media optimization (SMO)

The distribution 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 traditional and social web

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SOURCE : Brian Solis thought leadership content on SMO with Hubspot

SYNDICATION IS KEY

SOURCE : Brian Solis thought leadership content on SMO with Hubspot

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AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA

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AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA

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EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY

SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)

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Bringing people and brands together like never before Thanks very much!