how to capture more than demand

MARCH 5, 2015

CAPTURE MORE THAN DEMAND

Graeme Jamieson

Senior Manager

Social & Content Creation

@jamiesongraeme

searchmarketingexpo.com

@jamiesongraeme #SMX #33C



“Albero dei Giusti” by Gariwo



“Albero dei Giusti” by Gariwo

Keywords are Binary



Sandy Carson

Strength of Search



Sandy Carson

Influence Link Intel Adjacent Interests Competitive Study Search Planner Content Formats Other Visited Sites



Social Isn’t Just For Distribution


@jamiesongraeme #SMX #33C 10

How To Make A Strategy

Listening & Research Marketing & Engagement Sales & CRM

Share of Voice Word of Mouth

Brand Awareness

Community

Growth Engagement with

Core Audience

Live Help &

Customer Service

Loyalty

Business Insights

Research

Conversions

Driving Traffic



Sandy Carson

Strength of Social



Sandy Carson

Much Richer Datasets Conversation Trends Indicator Of Behavior Who’s Your Audience What Do They Want When and How Often



Keywords Capture Demand Content Captures Imagination

Your Content is More Discoverable When Your Content is Memorable



Audience comes first

Strategies defined by client objectives

The Pareto law of the vital few

PRINCIPLES



Sandy Carson

Return on Investment



Sandy Carson

Tracking Parameters Record Social Traffic Measure For Measure



How to Make Better Content?

• Inject into Content Development • Better, Broader Data Analysis • Clear Rationale for Content Format • Principles for Social Channels • Refine, Understand Measurement



SOCIAL SEARCH AND… AND… AND…

how to capture more than demand

Marketing

c audience

c social search

c social isnt

c sandy carson return

c albero dei giusti

better content

content development

content format principles