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How to win fans and influence users.
@chrisbennett www.97thfloor.com #searchlove
I want to start off by thanking Google.
For cute fuzzy Pandas.
For weird birds that can’t fly.
For crazy fast mini birds that might as well be mythical creatures
For merging them into a team of utter destruction.
For letting them destroy that which we held dear.
Why?
Because we were forced to evolve
We used to Preach “Content is King”
While we were Practicing something different
Now we don’t have a choice
There is only method to rule them all
No more One Demensional KPI’s
HELLS YEAH!
Lets talk about how get approval
For freedom to try big things
Freedom to explore
Freedom to fail
First get approval for one small bit of content
An Infographic
A video
http://www.youtube.com/watch?v=_joDNOpeWWo
An eBook
http://www.salesforcemarketingcloud.com/resources/ebooks/seo-experts-reveal-the-truth-about-marketing/
A Blog post
Just give me something, anything
And MacGyver that Shiz
By repurposing content
Video
Infographics Slides Social Cards
Gif/Meme
Articles
Story
Interactives
By repurposing content
What if I told you, “15 minutes or less could get you 35,000 views?”
Take an infographic and...
http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target
Slice it up
Slice it up
http://www.slideshare.net/defensivedriving1/the-7-most-notorious-motorcycle-clubs
Embed your Slideshare on your infographic landing page
http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you
16k referrals from BuzzFeed
Work it into BuzzFeed
50k+ referrals from BuzzFeed
Work it into BuzzFeed
*Can’t show this one, but = Awesome
Blog content case study
http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/
Beat a Dead Horse
http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/
http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/
Complementary content
http://www.slideshare.net/OCTannerCompany/denver-slideshare
Complementary content
http://www.slideshare.net/OCTannerCompany/denver-slideshare
Upcycling content
Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/
32 pages Long, 4,602 words
Interactive sticky
Optimize for mobile
Optimizing for open graph tags.
Optimizing for open graph tags.
More info on setting up, https://developers.facebook.com/docs/opengraph/
!<title>The Pixar Theory</title> <meta property='og:locale' content='en_US'/> <meta property='og:type' content='article'/> <meta property='og:title' content='The Pixar Theory an Interactive Story, by @97thfloor #pixartheory'/> <meta property='og:description' content='Every Pixar movie is connected. This interactive graphic tells the story of how and why.'/> <meta property='og:url' content='http://www.pixartheory.com'/> <meta property='og:site_name' content='The Pixar Theory'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/The-Pixar-Theory-share-1.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/The-Pixar-Theory-share-2.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/kitty.jpg'/> !
Source: http://tracksocial.com/whitepapers
What to Tweet
On behalf of the little people I would like to accept this Tweet
Know what common terms are associated
Know why spikes occur
Over 3k+ Tweets in an hour… Thanks @techeblog
Link Here
Culprit of our Tweets
Know your influencers
:)
Total Reach from Original (our) Tweets 6,318,575
Total additional Reach from RT’s 3rd Party Shares 10,801,612
17,120,187
HELLS YEAH!
Make your content interactive
Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service
Desk.com, awesome product that is widely used. Wanted a cool interactive way to explain benefits and really sell the product high in the Funnel.
We created an interactive explainer and the #’s are compelling.
In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete the entire interactive. Remember this information is 100% about Universal Inbox. It is 100% “on brand.”
Avg. Time on Page is 3.2 minutes (that is from all traffic even social).
Interactive can tell a long and complicated story in a more compelling easy to digest way.
Ranks in Google for awesome on brand phrases related to the product and the reaction is phenomenal
Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.
You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.
Think campaigns, not One off’s
One off’s are a lose-lose
If you are successful at first you will never live up to it
If you aren’t successful at first you will not win the business or budget
Campaigns are not new
Outside of digital you get bombarded
Why can’t we be the same?
Your thinking, “this is a lot of work”
Your already wearing multiple hats
=
Good ideas are a rare commodity
So get one and stick to it
Right now you are pitching
Multiple infographics !
Multiple Videos !
Multiple etc… !
Each month !
!
!
!
!
That’s way more work
So show your boss/client
How to win fans and influence users.
@chrisbennett www.97thfloor.com #searchlove
