seth lieberman
TRANSCRIPT
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"While the old Web was about sites, clicks and
eyeballs, the new Web is about communities,
participation and peering,"
-Don Tapscott, author of Wikinomics
ContentMarketing
AdsSocial
Goals
• Marketing Goals• Sales Goals• Content + Editorial
Vision
Strategy
Actions
Tactics
If you can’t measure you can’t repeat.
If you can’t repeat you can’t scale.
BE ANALYTICAL
“Plans are great. But missions are better. Missions survive when plans fail”
“Engagement”
Content is King
The King is Dead
Long Live the King
Content Types
• Now• Soon• Forever
“Game Mechanics”
Collaborative
Competitive / Comparative
Cash
Anatomy of Engagement
Don’t bury the lede Create reason to participate
Set the hook Make the participation interesting
Capture the value Drive the desired event
Deliver the payload Make it worth it
Use “Hourglass” Content
Image: Watercrest
Exposure
Viral
photo
Original photo credit: geile/leon
Facebook vs Your Website
What’s a “like” worth
Image credit digitalforreallife.com
Cross Pollination: Web + Social
Photo via Andy Mayer
• It takes the web and social to bear the most fruit• Mix and match content• Blend the experience, don’t box users in (or out)
What’s What on Facebook
• Timeline: Replaces the profile, makes historical status updates, Likes and app installs more visible.
• Ticker: The Ticker replaces the "All Stories" vs "Top Stories" distinction that use to exist. Now only high quality stories go on the News Feed, and everything else goes in the Ticker. The Ticker is the firehose of data for everything your friends and the pages you subscribe to are doing and saying. Everything goes into the ticker, but then the EdgeRank algorithm determines which things get promoted to appear in the News Feed.
• OpenGraph API: The OpenGraph API is a new way to manage “gestures” (i.e., like, read, listen to, cook, write, etc.), and permissions for posting about those gestures/actions that the user makes. The Ticker gives OpenGraph API something to post into other than your News Feed.
Drive Engagement Through a Funnel
Where
What
Why
Win
Anal
ytics
CustomLead Gen
Web FB twitter display mobile local
Case Study:
• 31,000 Entries• 78% Entry Rate• 20% Share Rate• 77% Marketing
Conversion
Case Study:
Have a plan
Measure your results
Be clever with your content
Cross pollinate
App.SnapApp.com/mediabistro
• Seth Lieberman• CEO Pangea Media / SnapApp.com• [email protected]• Twitter: @SethWLieberman• #pubappx