Connecting the dots <

Social. Search. Content.

Tami Cannizzaro, VP of Marketing, IBM

@TamiCannwww.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

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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

Social Advocacy gives your organization authentic reach

Social

If Social is discovery. Searchis validation

Social Signals Are Driving SEO

Backlinks

Useablility Stats

Keywords

Age of Domain

Social Signals

Social Search #New York

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Content Marketing is the engine that

drives search rank and brand engagement

Building a Content Factory

Create relevant,

findable,

shareable content

experiences

Relevance Matters

Target your customer

Build a conversation

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

Types of

Content

Videos WebCasts Decks Audio PodcastsWhitepapers, Case Studies

Solution Overviews

Rank in

Vertical

Search

Engines

2

Posting to

Multiple

Content

Sharing

Sites

According to

Format

1

Web-

Casts

Video

YouTube

Audio

PodNova

Rank in

Universal

Search

Engines

Maxim

ize E

xp

osu

re t

o C

on

ten

t3

Yahoo

VideoYouTube

Bing

Video

Google

Video

Google Yahoo Bing

Twitter Facebook LinkedIn

Achieve Goals

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

“Paid” Media Distribution & Activation = Spray fuel on the fire

Rudimentary “Earned” Activation Plan: IBMers, IBM SMEs, Influencer= Ignite fire

More Aggressive Influencer Outreach Program = Gas on the fire

Decks

SlideShare

.PDF/Text

Scribd

Content Audit Drive Engagement

Paid, Earned, Owned, Shared

Build Relevant, Persistent Content

With relevant, timely content

Content Marketing builds brand equity & drives engagement

Content

Search, Social & Content are

the fuel of your marketing engine.

Thank you

Tami Cannizzaro, IBM

@TamiCann