building a social content engine by tami cannizzaro
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: All Search Is Now Social. PRESENTATION: Building A Social Content Engine - Given by Tami Cannizzaro, @tamicann, Global Director of Marketing, Social Business - IBM . #SMX #11ATRANSCRIPT
![Page 1: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/1.jpg)
All Search is Social. Building a Social Content Engine Tami Cannizzaro, VP of Marketing, IBM @TamiCann
![Page 2: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/2.jpg)
Social is the authentic face of a Brand.
![Page 3: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/3.jpg)
![Page 4: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/4.jpg)
![Page 5: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/5.jpg)
![Page 6: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/6.jpg)
![Page 7: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/7.jpg)
It turns out the bag of marbles has roughly 300% more surface area.
![Page 8: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/8.jpg)
Social Advocacy gives your organization authentic reach
Social
![Page 9: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/9.jpg)
Voices #IBM
9/30/14
9
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
![Page 10: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/10.jpg)
Influencer Marketing #socBiz
9/30/14
10
![Page 11: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/11.jpg)
If Social is discovery. Search is validation
![Page 12: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/12.jpg)
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
![Page 13: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/13.jpg)
Content Marketing is the engine that drives search rank and brand engagement
![Page 14: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/14.jpg)
Tap into Cultural Ethos
What’s happening in pop culture?
What’s happening around my Brand?
What new Trends can I tap?
![Page 15: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/15.jpg)
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!
![Page 16: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/16.jpg)
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
![Page 17: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/17.jpg)
To connect with your clients
![Page 18: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/18.jpg)
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
![Page 19: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/19.jpg)
Sample Editorial Calendar
![Page 20: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/20.jpg)
Build relevant, findable, shareable experiences
![Page 21: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/21.jpg)
Page 21
Become a Trusted Expert
Curate great
content
![Page 22: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/22.jpg)
Page 22
Mobilize your community around a shared interest that ties back to your product
Build Community
![Page 23: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/23.jpg)
Page 23
Evoke an Emotion
Connect on An emotional
Level
![Page 24: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/24.jpg)
Page 24
Make a Meaningful Connection
Provide Moments of connection
![Page 25: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/25.jpg)
Content is the fuel of your marketing engine. And today -- all good content -- is Social.
![Page 26: Building a Social Content Engine By Tami Cannizzaro](https://reader033.vdocuments.mx/reader033/viewer/2022061206/54832de8b4af9f960d8b496b/html5/thumbnails/26.jpg)
Thank you Tami Cannizzaro, IBM@TamiCann
www.digitalageofmarketing.com