All Search is Social. Building a Social Content Engine Tami Cannizzaro, VP of Marketing, IBM @TamiCann

Social is the authentic face of a Brand.

It turns out the bag of marbles has roughly 300% more surface area.

Social Advocacy gives your organization authentic reach

Social

Voices #IBM

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250+ IBM most senior experts in Select program

5,000+ IBM experts in Forward Thinker program

430,000+ IBMers trained on social media

61,000,000+ IBMer social media connections

Influencer Marketing #socBiz

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If Social is discovery. Search is validation

Good Content is the key to Good SEO Ranking

ü  Backlinks to relevant content

ü  Useablility Stats of your content

ü  Keywords in your content

ü  Age of Domain of your content

ü  Freshness of your content

ü  Social Signals in your content

Content Marketing is the engine that drives search rank and brand engagement

Tap into Cultural Ethos

What’s happening in pop culture?

What’s happening around my Brand?

What new Trends can I tap?

Build Relevant, Consistent Content

Low Engagement / Quick Hit!

Intermediate / Building Engagement!

High Engagement!

• Social Posts"• Content snippets – quotes, statistics"

•  Photos"

• Content previews"• Free chapter promotions"

• Short videos"

• Social discussions"• Fan-gating"• Interviews with content author"

Content “Snacks”! Long-Form & Social Conversation!

Low Engagement / Quick Hit!

Intermediate / Building Engagement!

High Engagement!

IBM team meets to discuss news, events and trends. Each member of the team will have a specified “beat”.

IBM and Ogilvy bureau meet to review/revise content strategy,

concept development.

Review of content and assets for review, adjusting timelines as

needed.

Friday: The Beatbox Monday: The Editorial Sync Tuesday: The Angle

Content status review. Midweek news cycle review. Snapshot of week to

date.

. Snapshot of week to date, review of any outstanding deliverables for

week.

Review analytics, engagement, consider amplification strategy &

paid opportunities.

Wednesday: The Deadline Thursday: The Press Run Friday: Rewind

Goal: To produce relevant content and real-time creative assets that support paid, owned, earned strategies, drive social selling and align with longer-term brand initiatives.

Use a Weekly Newsroom Approach

To connect with your clients

Types of Content

Rank in

Social Engines

Rank in Universal

Search Engines

1 Google Yahoo Bing

Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & useful

“Paid” Media Distribution & Activation

“Earned” Activation Plan: Employee Activation & Influencer Outreach

Content Audit And Optimize Paid, Earned, Owned

Short Form Snackable Video Demos

Drive

Engagement 2

3

Sample Editorial Calendar

Build relevant, findable, shareable experiences

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Become a Trusted Expert

Curate great

content

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Mobilize your community around a shared interest that ties back to your product

Build Community

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Evoke an Emotion

Connect on An emotional

Level

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Make a Meaningful Connection

Provide Moments of connection

Content is the fuel of your marketing engine. And today -- all good content -- is Social.

Thank you Tami Cannizzaro, IBM@TamiCann

www.digitalageofmarketing.com