the ventana new media engine - seo powered communications

The Ventana New Media Engine™

Copyright © 2010 Ventana New Media. All Rights Reserved. Confidential & Proprietary Material.

Introduction

Definition: “Engine”1. [A piece of software that encapsulates some function but can't be

used without some kind of front end. An analogous piece of software; notionally, one that does a lot of noisy crunching. The hackish senses of "engine" are actually close to its original, pre-Industrial-Revolution sense of a skill, clever device, or instrument (the word is cognate to "ingenuity"). This sense had not been completely eclipsed by the modern connotation of power-transducing machinery in Charles Babbage's time, which explains why he named the stored-program computer that he designed in 1844 the "Analytical Engine".  (1996-05-31) ]

Dictionary.com

Corporate Snapshot

Company History: Launched 2005Headquarters: Reston, VAAdditional offices: San Francisco, CA; Austin, TX; Charlotte, NC

Executive TeamSabrina Sanchez, Founder/CEOJoe Austin, PrincipalDenise Nelson, Principal

Team: 15 person senior executive team with more than 150 years of combined expertise

Mission:Ventana New Media partners with organizations that need to expand their window of opportunity for long-term success and industry leadership. Blending the power of dynamic new media channels and lead generation programs, with our deep domain expertise and results-driven approach to SEO-Powered communications, Ventana delivers a proven methodology for accelerating brand identity, market leadership and company valuation.

MarketForrester predicts that interactive marketing in the US will near $55 billion and represent 21% of all marketing spend by 2014. Social Media spending will increase to $3,113 (in millions) in 2014 from $716 in 2009 representing a compound annual growth rate of 34% – the highest percentage gain in the marketing mix. This spending activity also ranks it as the third most prominent program behind search marketing and display advertising.

Challenge: Prospect Awareness and Lead Generation

• Improving Web Position/Brand

• Implementing social media marketing without the risk

• Improving organic keyword search rankings to drive unique website visits

• Enhancing new media component of integrated marketing mix

• Outperforming competitive marketing initiatives to capture marketshare

• Lead generation

Problems with Existing Approaches to Social Media Marketing

• High Risk

• Expensive

• Failure to Perform

• Difficult to manage

• Inconsistent and undefined deliverables

• Difficult to measure

Solution:Ventana New Media Engine

A low risk participant marketing platform built for improving the dialogue between the brand and participants. Works by accelerating corporate presence and lead generation to increase company market share.

How:

•Controlled, consistent, strategic delivery of corporate communications

•Accelerated keyword Search Engine Optimization (SEO)

•Professional viral content creation and commissioning

•Targeted community building

•Corporate branding through expanded content publishing

•New media lead generation platform

Click for DemoPATENT PENDING

What is it?Ventana New Media Engine

• Digital content publishing powered by SEO

• A combination of technologies and processes to optimize content-driven SEO and serve as a next-gen communications and participant marketing platform

• A range of sites within six channels are interlinked using social media apps/widgets to syndicate/mirror content for maximum content visibility and backlinking

• Structured framework of 60+ new media sites tested and ranked for business value – constantly updated and optimized

• Sites segmented based on their business deliverable, but aggregated for combined impact

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Demo: Ventana New Media Engine

Click Graphic in Slide Show Mode to Initiate Demo

…Structuring the Unstructured World of New Media for Business Use

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VIDEO

SOCIALJOURNALISMSITES

AUDIO/VISUAL CONTENT DISTRIBUTORS

SOCIAL NETWORKS

SOCIAL SYNDICATION SITES

BLOGS, WIKIS & USER FORUMS

NEWS COMMUNITIES & WEB-FEED PUBLISHERS

Cust

om

Sele

cted S

ites

Ventana NME Channels – Sample Sites

Click for Demo

NME Publishing ExamplesMICROSITES

SOCIAL SYNDICATION SITES

SOCIALJOURNALISMSITES

BLOGS

NEWS FEEDS

SOCIALBOOKMARKINGSITES

NEWS COMMUNITIES

From NME to Keyword SEO

Digital content (press release, article, blog, video, etc.) is coded with backlinks and keywords and processed through NME.

The submitted content begins to publish on new media sites within six hours and these sites are then “crawled” by search engines shortly thereafter.

This content on these sites then begins to appear in keyword searches. Simultaneously, the company’s corporate URL is elevated in searchability as a result of the increase in URL “authority.”

Prospects click on backlinks or corporate URL which takes them to corporate site

*Volume submissions are critical for achieving results. It is mandatory to process at least one push per month for system to operate – Four per month will produce excellent results.

Combining Publishing with SEO - Where does the NME fit?

Content Driven SEO Layer

On-Site SEO Layer

SEO Firm

Landing

Pages

Search Friendly Coding

Site

mapping

SiteTagging

Web-Ad Layer

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Reporting/Results:The NME Dashboard

1. Keyword Rank2. Backlinks3. Web

placements4. Twitter

Followers5. Twitter-Grade6. Alexa Rank7. Compete.com

Rank8. Rankorati

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Case Study

Q1-Q2 New Media Activity Highlights

Metric Q1, 2010 Q2, 2010

Backlinks 4,296 7460 (Higher = better ranking)

Web Placements

22,300 51,900 (Higher = better ranking)

Alexa.com 575,250 496,860 (Lower = better ranking)

Rankorati 44 15 (Lower = better ranking)

Twitter Followers

39 82

Twitter Grade 65 71

Backlinks May JuneVendor (NME) 6,312 7,460Infortrend 2,380 2,560Compellent 7,050 6,241Xyratex 2,400 2,753Pillar Data 3130 3040Isilon 6269 6216Xiotech 6030 6230EMC 499,036 546,043NetApp 202,123 152,375

Backlink Placements:Competitive Comparison: May VS. June 2010

Twitter Followers: Q2, 2010

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Case StudyClick for Demo

Go-To-Market Strategy

Current•Offer as part of comprehensive PR and new media services•Offer as standalone service (Strategic planning, audience targeting, content creation + site management) Future•Offer as a Managed Cloud Service

• Promote using traditional sales & marketing strategies in addition to Ventana NME as part of integrated campaign.

• Target Audience: Fortune 1000 organizations

• Pricing: Starts at $1,250 per managed NME distribution

• Mandatory frequency: Minimum one push per month

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CustomersClick for Demo

Summary

• Social media marketing without the risk

• Strategic delivery of SEO powered corporate communications to new media

• Rapid results with accelerated keyword Search Engine Optimization (SEO)

• Targeted community building

• Corporate branding through expanded content publishing

• New media lead generation

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Thank You!

Joe AustinVentana New Media(818) 332-6166Joe.austin@ventanapr.com

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Appendix

http://xm.la/dev/vpr/Click for demo:

http://en.wikipedia.org/wiki/PageRankPageRankPageRank is a numeric value that represents how important a page is on the web. Google figures that when one page links to another page, it is effectively casting a vote for the other page. The more votes that are cast for a page, the more important the page must be.

Also, the importance of the page that is casting the vote determines how important the vote itself is. Google calculates a page's importance from the votes cast for it. How important each vote is is taken into account when a page's PageRank is calculated. PageRank is Google's way of deciding a page's importance. It matters because it is one of the factors that determines a page's ranking in the search results. It isn't the only factor that Google uses to rank pages, but it is an important one.

Calculate the PageRank

To calculate the PageRank for a page, all of its inbound links are taken into account. These inbound links are the links from within the site and the links from outside the site. 

The equation that calculates PageRank of a page is as follows - 

PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + PR(tn)/C(tn)) 

This equation is the original one that was published when PageRank was being developed.

In the equation, 't1 - tn' = pages linking to page A, C' = number of outbound links that a page has 'd' = a damping factor, that is usually set to 0.85. 

So the equation simplifies to 

PageRank of a Page A = 0.15 + 0.85 * (A "share" of the PageRank of every page that links to it) 

"share" = the linking page's PageRank divided by the number of outbound links on the page.

ULITZER CONTENT CLOUD15,000 + Linked Portals

Click for DemoWeb Publishing Accelerates SEO

Ventana NME Deliverables

Brand AwarenessPlacement of content across the

Internet will amplify corporate andsolution visibility to strengthen

brand awareness.

Lead GenerationLead generation will result

directly from backlink integratedcontent and from community-building

Content-Driven SEOAs content is published, the number of back-links will increase in number and

variety on high credibility sites to improve keyword searchability

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Site Qualification

Microsites (social networks) Ranked on 7 success markers:

1.Traffic rank (site credibility)

2.Ability to publish content with keywords and URL backlink

3.Ability to work with software widgets for content mirroring/publishing

4.Content searchability via Tier One search engines

5.Number of inbound links

6.PageRank

7.Domain Age

News Communities Ranked on 6 success markers:

1.Traffic rank (site credibility)

2.Ability to publish content with keywords and URL backlink

3.Exposure generated via content publishing: Syndication

4.Content searchability via Tier One search engines

5.Content visibility in news search engines

6.Number of inbound links

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Need: A New Media Publishing and SEO Solution…

Presentation – Improving Organic Search

http://xm.la/dev/vpr/Click for demo:

…Designed to Empower Participant Marketing

Lead Generation MechanismProspects find corporateContent based on Keyword on:

•BLOGS•MICROSITES•SOCIAL SYNDICATION SITES•NEWS FEEDS•SOCIAL BOOKMARKING SITES•SOCIAL JOURNALISM SITES•NEWS COMMUNITIES•SEARCH ENGINES

Press release promotingFree white paper pushed through NME

Prospects click on Linkbacks, which takes them to corporate site

Prospects register on site to receivefree paper…..Lead added to CRM system