Published on March 2, 2014
Connecting the dots < Social. Search. Content. Tami Cannizzaro, VP of Marketing, IBM @TamiCann www.digitalageofmarketing.com
Social is the authentic face of a Brand.
It turns out the bag of marbles has roughly 300% more surface area.
Voices #IBM 250+ 5,000+ 430,000+ 61,000,000+ IBM most senior experts in Select program IBM experts in Forward Thinker program IBMers trained on social media IBMer social media connections 03/08/1 8
Social Social Advocacy gives your organization authentic reach
If Social is discovery. Search is validation
Social Signals Are Driving SEO Backlinks Useablility Stats Keywords Age of Domain Social Signals
Social Search #New York 03/08/1 12
Content Marketing is the engine that drives search rank and brand engagement
Building a Content Factory Create relevant, findable, shareable content experiences
Target your customer
Build a conversation Content “Snacks” Low Low Engagement / Engagement / Quick Hit Quick Hit • Social Posts • Content snippets – quotes, statistics • Photos Long-Form & Social Conversation Intermediate / Intermediate / Building Engagement Building Engagement • Content previews • Free chapter promotions • Short videos High Engagement High Engagement • Social discussions • Fan-gating • Interviews with content author
Content Drive Audit Engagement Achieve Goals Achieve Goals 3 Rank in Universal Search Engines 2 Rank in Vertical Search Engines Yahoo Yahoo Google Google Bing Bing More Aggressive Influencer Outreach Program = Gas on the fire More Aggressive Influencer Outreach Program = Gas on the fire Yahoo Yahoo Video Video YouTube YouTube 1 Bing Bing Video Video Google Google Video Video Twitter Twitter Facebook Facebook LinkedIn LinkedIn “Paid” Media Distribution & Activation = Spray fuel on the fire “Paid” Media Distribution & Activation = Spray fuel on the fire Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire z mxa M zi mxa M i ii Posting to Multiple Content Sharing Sites According to Format YouTube WebWebCasts Casts Scribd PodNova Decks Video SlideShare .PDF/Text Audio Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful Types of Content Videos WebCasts Decks Whitepapers, Case Studies Solution Overviews Audio Podcasts
Paid, Earned, Owned, Shared
Build Relevant, Persistent Content
With relevant, timely content
Content Content Marketing builds brand equity & drives engagement
Search, Social & Content the fuel of your marketing engine. are
Thank you Tami Cannizzaro, IBM @TamiCann
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