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Flagship Content
Seminal pieces of work that help to define a phenomenon or influence the way people think about something
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Pillar Content
Original content that forms a solid publishing foundation
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Filler Content
Information copied from other sources
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Types of Pillar Content
- How-to Article
- The Definition Article
- The Glossary Article
- The Theory Article
- The List Article
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Linkbaiting
Crafting a title for articles and posts (need a hook to interest and make the link enticing)
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Savory Hooks
- Resource (five methods to ensure...)
- Contrary (lose weight with chocolate)
- Humor (obese skunk cuts out...)
- Giveaway (save $50 doing what's good for you)
- Research (65% of Americans...)
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Unsavory Hooks
- High Drama (congress reveals shocking plan)
- Tabloid
- Seduction (puts on bra before with photo)
- So-Weird-You-Just-Have-To-Know (giant hampster wheel)
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Social Media Optimization (SMO)
Making social media content more visible and linkable (acheived by earning organic links to content)
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Linkwheels
- Creating multiple "feeder sites" that link to your main site and to other feeder sites
- Amplification of all content creates network effect that increases search rankings through increased quanitity of linkage
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Authority Building Content
Original content positions the sponsoring entity as an authority on the subject in question
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Content Value Latter
- Highest: Flagship
- Pillar
- Authority Building
- Basic
- Lowest: Filler
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Social Games
Multi-player competitive goal oriented activites with defined rules of user engagement and online connectivity among a community of players
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Common Social Game Elements
- Friend/Buddy Lists
- Leader Boards
- Achievement Badges
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Social Game Genres
- Simulation Games (farmville)
- Action Games (first person shooter)
- Role Playing Games (mafia wars, wow)
- Strategy Games (words with friends)
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Social Game Key Benefits
- Gamers: open to advertising content in games. Can identify with the brands their characters use
- Brands: benefit when they associate with a succesful game, appear as unobtrusive in game
- Marketers: finely target users, coste effective, measure promotional value
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In Game Advertising
- Display ads
- Interstitial ads - run between stages or levels
- Static Display ads - hard coded into game
- Product placement
- Screen placement
- Script placement
- Transactional ads
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Alternate Reality Games
- Transmedia: uses multiple media including tv, internet, email, text, phone, mail, newspaper
- Social game: a community of players compete and collaborate to solve a complex puzzle
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Common Social Game KPI
- unique active players per month or day
- percentage female
- average session length
- most popular time for playiing
- number purchasing virutal goods
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Social Commerce
Using social media apps to enable online shopers to interact and collaborate
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Benefits of Social Commerce
- Marketers can monetize investment in social media (ROI)
- Can gain valuable data about customer behavior
- Can enhance customer experience
- Sharing brand impressions is easy
- Keeping up with the competition
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Major Influences
- Social Proof
- Authority
- Affinity
- Scarcity
- Reciprocity
- Consistency
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Sales Funnel
- Awarness/Problem Recognition
- Information/Search
- Evaluation
- Purchase
- Post Purchase
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Informed Consent
research participants must be made aware of the research and its benefits and implications
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Social Media Listening
a form of observational research whereby organizations listent and collect customer conversations online
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Social Listening tools
- Technorati (blog search)
- Google blog search
- Twitter Search
- Social mention
- Google alerts
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Social Listening (what to listen for)
- Brand mentions
- Buzz/Viral Spread (intensity and speed of message)
- Indentify service satisfaction issues
- Sentiment analysis
- Opinion Mining
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Research Pitfalls
- Informed Consent
- Attribution of unsolicited comments
- Coverage Error (not all components of population studied)
- Sampling error (subset rather than all)
- Echo Effect (how to count duplication)
- Participation effect
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The Need for Measurement
- Social media must verify it's expenditure and show a return on investments
- Allos marketers to understand what is and is not workin
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Developing a Measurement Plan (DATA)
- Define: what are our objects and how will we measure success
- Assess: what are the costs and potential value
- Track: and analyze the actual results
- Adjust: the program to optimize results
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Metrics Matrix
- Activity: actions the organization takes relative to social media (blog posts, status, replys, videos)
- Engagment: interactions with the social media platform by target market (likes, registrations, followers, traffic stats)
- Preformance: outcome/return that support the success of the brand (cost per lead, conversion rate, earned media value)
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