Content and social engagement with a real time flavor

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1
Introducing Advice Interactive
Content & Social Engagement With a
Real Time Flavor
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01 About Me

Who I Am
I Work Side By Side With My Husband
I am Originally From Pittsburgh (Go Steelers)
I Love to Listen to Audio Books
Mad Men is My Favorite TV Show
Bernadette Coleman, CEO Advice Interactive
I Am Active on Face Book, Twitter & LinkedIn
Inc 500 2012 & 2013 Yrs & Maybe 2014
Passionate About Local Search – www.localsitesubmit.com

Connect With Me

What You Don’t Know About Me
• I wrote my first blog in April 2013

Why Am I Telling You This? – 6 Months

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So lets talk about Social Media. This new way to
communicate has changed lives for the better, opening
eyes to new things and creating social consciousness.

Before I Begin
• Content & Social Media Engagement Today

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Given Us a Voice
Social media has
provided a soapbox
and voice for many as
well as helped us find
others who share our
interests and beliefs.

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• Someone doesn’t answer
your email, like a post, or
reply to a tweet in minutes,
we think something is
wrong

What’s Driving The Need For Speed?

What is Real Time Content?
• Now: unexpected opportunities
–Breaking news and live events
–Social mentions
• Near now: expected opportunities
–“Scheduled news” (research, data release,
etc.)
–Industry events (e.g., conferences,
tradeshows)
• Future now: created opportunities
–News and data you make yourself
–Memes

It's all about
now! It's all
about REAL
TIME!

Blogs
Articles Sites
Press Releases
Forum posting
Commenting
Directories
But That’s Not How it
always was…

Outsourcing Was Easy
Hello,
Greetings for the day!
"Please accept my apologies for writing this email
without your prior permission."
I am Riya Sen Business Development Executive; it’s a
pleasure to make your acquaintance.
Would you be interested in
outsourcing SEO, Link Building, Web design, Web and
software Development, Mob Design Services to us?

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RANKINGS

What The Heck
Was Going On?

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Problem # 1 We were the “jack-of-all-
trades, master-of-none”

Problem #2
Problem # 2
We have content performance issues.
Mediocre content
Content not reaching customers
Content we didn’t measure

Problem #3Problem # 3
We had lots of content, but no audience
AND no engagement
We forgot to;
• Consider our audience
• Create a content plan
• Engage and promote

Note to Self…
If you are creating content and don’t
have an audience or an engagement
plan yet, please stop creating
content!
(you may want to repeat that in your
head).

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Act in the Moment, Plan in
Advance

The Plan
It wasn’t a pretty
picture!
• Key word stuffing
• Duplicate content
• Bad links

Figure out what we wanted to say…

Get It Done!
Make more realistic
plans for getting
it done!

Seems Simple and Yet..
IT’S STILL SO DARN HARD,
ISN’T IT?

So why were we finding
content such a problem?

Why?
BUT, OUR CONTENT
was STUCK!
content is the
experience!
You can tell good content
from bad by focusing on
the experience it creates!

And…
OUR CONTENT SUCKED!
we’re not focusing on things
like purpose, process,
intended use, and the needs
of our audience.

So…
So instead of incentivizing real
engagement and increasing
overall lifetime value, we’re
simply rewarding our teams for
producing more and more and
more content.

Back To The Drawing Board
We had to learn how producing
meaningful, beautiful, obsessive
content can substantially change
the game for our company.

We had To Learn
• How Google is penalizing websites
• Why creative content is valuable
• Why engaging humans (not robots) is the
new measure of on-line success
• How to create content that engages
humans
• How to track it

We had To Learn How To…
• Contribute to the conversation
• Share in the mutual interests of the
community
• Gear to our targeted market
• Tell a part of the larger story
• Distribute actively and strategically, to
build a successful campaign

We Had To Learn How To…
• Better understand our client
• Use active participation and interaction
• Consider our audience
• Distribute via Social Channels
• Start real time Information sharing
–By collaboration and
–By engagement

We had to Learn About Engagement
Engaging humans is harder
than tricking algorithms.

We had to Learn Human Engagement
• Capture their imaginations
• Speak directly to their hearts
• Talk about things that they love and are
interested in
• Share ideas
• Listen to their concerns and;
• Consider their feedback.

We had to Learn Purposed Content

We had To Define The Message
Craft a message that will
contribute to a larger story, We
had to begin with the end in mind.

Define The Response
What’s the action that I want
people to take once the story
has inspired them?
What are they going to do
once the message sticks?

Post good content
and the followers
will come.
It's an edict of
nature.

Give The Best That You Can
Take a few minutes every day to post
stimulating, engaging content that:
• provokes
• questions,
• humors,
• and causes engagement.

If You Have Nothing Grand To Share
Then share someone
else's!
If You Have
Nothing Grand
To Share
Then share
someone
else's!

Speak Out
• Make a bold comment on
a social issue that is in the back
of everyone's mind.
• Take a stand.
• Give inspiration
• Demand feedback and award original suggestions.
• Do not forget to make a clear call-to-action for your
followers as they would be too dazzled by your brilliance
to know or do otherwise.

Web content is no
longer primarily about
written content.
Visual content
including images,
infographics, and
videos are also
becoming increasingly
popular.

The New Face Of Content Content that
both people
& search
engines will love…

Today, your entire online marketing strategy
should revolve around the convergence of
content, search, and social with quality
content being the dominant piece of the
puzzle.

Why Is Great Content Important?Google highly rates
content which is
original, high-quality,
free of spelling and
grammar errors, and
valuable.
The new search
engine algorithms are
getting better and
better at indexing
and ranking your
content the way a
human reader would.
Remember- Symantec
Search is here to stay!

Why Is Great Content Important?
Quality content is much more sharable.
Social Media is now the number one reason why
people use the internet,
So creating content people enjoy enough to
share with their friends presents an enormous
potential.
Remember, Quality content is much more
sharable.
Social Media is now the number one reason
why people use the internet,
Creating content people enjoy enough to share
with their friends presents an enormous
potential.

Why Is Great Content Important?Your readers will
come back if your
content interesting
or entertaining.
The search engines
reward content
which provides
value to people.

How to Create Engaging Content
• Gone are the days of publishing large amounts of
poor quality content and using automated article
submission tools.
• Creating great content, by contrast, is not quite
as easy, but practicing a few good habits can
make a great deal of difference.
• Gone are the days of
publishing large amounts of
poor quality content and
using automated article
submission tools.
Good habits can make a
great deal of difference.

How to Create Engaging ContentDiversify your content
Cover a wider range of mediums.
Images, infographics, streaming videos and
auditory content can all help to make
your content more interesting.

Balance is Important
Create A Publishing Schedule
But don’t fall into
the trap of
posting too much
without doing
your research.

Remember to consider how your audience
consumes content. Use each suggestion
accordingly.
This Is My List Of Engaging Content Ideas

• Insightful Q&As with
interesting people
• Fun, engaging,
informative
• Many asset types,
including video, audio,
text, and images.
• Build relationships Help
broaden my reach and my
network.
The Interview
TIP: As they spread
news about the
interview, they create
backlinks, boosting
your blog’s authority
with search engines.
See how that works?

Stories and Antidotes Special and unique
content comes when
sharing real life stories
and experience.

Contests and Giveaways
• If you give away something that
interests your key audience, you will
receive attention in return.
• Use your entries as a way to offer
additional content-opt-in
opportunities
• Keep in mind that your giveaway
should be relevant to your end goals,
or else you will attract an irrelevant
audience.

Not All Contests and Giveaways Win

FAQ’s
• Mandatory for any business, product,
or service on the Internet.
• provides the answers that
your core audience most
commonly seeks
TIP: Not only for social
outreach but also for
search, because many
people will enter their
common questions about
your business into a search
box.

Curated Link Lists
• Top News Posts
Today
• Complete
resource list
• Funniest
• Most Useful
• Top 10
TIP: You can create value for
people who are interested in a
core subject or theme & they will
share them…

Tips Are Good Share Bait
Offer tips and
helpful advice
using various
asset types, such
as text, apps,
video, images,
and so on…
TIP: Use tips if your goal is to
show thought leadership or
demonstrate commanding
knowledge in a particular area
of expertise.

Complete Lists
Distinguished as being more exhaustive and
comprehensively researched.
• Best Of
• Top Ranked
• Complete List Of…
Remember to use detailed information, images,
and commentary for each item

Reviews
Consider providing regular reviews or
commentary on products, services, or
even business strategies
Use text, video, audio, or a variety
of combinations of asset types.

How To Articles
Tip: “how-to”–related
searches represent a major
segment of search-query
volume.
• How-to articles are a staple of the Internet, and this content
type even has its own dedicated sites, like eHow and wikiHow.
• Create your how-to and step-by-step articles in text, images,
video, or other asset types.
• Social: People contribute to the conversation via wikis or
comments.

Recommendations
Great way to illustrate your knowledge
of a particular topic by relaying helpful
choices to your audience.
• TIP: Recommendations put
a more positive spin on the
review process, without
being negative or creating
any ill will with your
audience.

Quizzes, Polls and Surveys
• Quizzes for your
audience is a fun way
to earn their
attention
• Polls and surveys are
a great way to gauge
what your audience is
thinking and get a
pulse on your market-
research efforts.

Live Video & Hangouts
Use Ustream, Google Hangouts, or other
live video services to broadcast content.
Create a live
discussion
format with
your audience.

Case Studies
• Creating a real-world business case
attract a like-minded business or
consumer audience
• Good case studies can take on a life of
their own and often get shared around
the Web.

Research and Statistical Data
Provide unique insights into a business or
consumer problem. This is one content idea
that could catapult your website and social
presence into the mainstream social
conversation.

Scoops or Exclusive Announcements
Being first with a great story or “News
Jacking” a great story can be a tremendous
advantage.
TIP: Consider contacting
major players in your
business space and ask
whether they have any
new products or services
that you could cover for
your blog

What is News Jacking You Say?

Here Is a Great Example Of NewsJacking
• 1) Google released the Knowledge Graph
• 2) A blog was quickly written about the Knowledge Graph , explaining
what inbound marketers should know about the new release and its
impact on organic search results.
• 3) The post generated double digit inbound links, and improved the
organic search rankings -- especially for queries related to Google's
Knowledge Graph
• 4) The post has also driven thousands of visitors to the blog and main
website, due to not just the organic search visibility gained from
writing the content, but because of the hundreds of social shares the
post received. After all, everyone wants to be the first to break
industry news on Twitter, Facebook, LinkedIn, and Google+!
• 5) Because you should always include calls-to-action in our blog
posts, newsjacking this story also generated leads for sales.
• 6) The Company’s credibility increases as they prove to their
audience that they always stay up to date on important industry
news.

EXAMPLES OF REAL TIME
REACTIONS & ENGAGEMENT FOR
THE ROYAL BABY

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Q&A’s From People Within Your Network
Answering questions and offering expert
advice should be a fundamental part of
your content strategy.
TIP: Post on third-party networks, or
create a blog post with three to five
common questions you’ve received
and answer them for your audience.
Also remember to add your answers
to your site FAQ.

Images and Image Channels
• Showcase entire galleries or photo channels
on social Media or create your own galleries
on your blog or website.
• Shoot an industry or consumer event and
tell your subjects where to find you online.
TIP: Audiences are almost always
captivated by content about
themselves.

Photos Are Worth a Million Likes
Photos are the primary
type of content posted
and shared on
Facebook. According to
March 2014 research
published on
eMarketer, photos
accounted for 75% of
content posted by
Facebook pages
worldwide.

Bios and Get To Know You’s
Routinely spotlight different people on
your team or within your company.
Add a picture and
publish a Q&A.

Live Blogging & Live Tweeting
• blogging live from the event
• Give a factual recap of what is being said in real-
time, or offer your own side commentary.
TIP: Create a #Hashtag. It is
very common for people to
monitor social streams by
hashtag or keyword during
these types of events.

Things To Do
• Local attractions
• Favorite restaurants
• Other helpful localized tips
TIP: If your audience is from
out of town show a little bit
of hospitality and provide
useful content – they won’t
forget.

Posts About Other Posts
• Blog about your blog
• Blog about a press release
• Blog about a citiation
TIP: This way, you can tell the
regular audience in one channel
about his column and also offer
different bits of information to
supplement the topic.

Commentary and Editorials
• Establishing yourself as a conversation leader,
communicate your opinions on the main issues and
topics.
– Blog posts
– Social conversation
– Status updates
– White papers
– Videos…
Be prepared to follow up with comments…

TIP: A good piece of
insight is one of the
best ways to establish
yourself and your
business as a thought
leader in both the
content space and
business space.
Thought Leadership

Glossaries
• Informative content
• Rank well in search
• Glossary terms on a
single page
• Create unique pages
for expanded
definitions
• SHARE IT!

TIP: Offering up an application, screen savers,
plug-ins, ebooks, and other productivity
enhancements is another great way to solve a
problem for your audience and create a
shareable event.
Create Downloadable Assets
• Screen savers
• Plug-ins
• Ebooks
• Create a circle
• Excel spread sheet (with a formula)

Write Down Ideas
TIP: Create a spreadsheet that you can
update with interesting bits of
information as you go through the
day.
Refer to this spreadsheet when you
need a content idea for your next
blog.
• As you are going through your daily tasks,
• reading your industry blogs,
• conversing with others in your industry,

And That’s Not ALL!
Prepare for My Fast & Furious
Engagement Tips…

Start Engaging
• Ask a provocative question
• Post Something Funny
• Share an interesting blog or an article
• Comment on a recent news item
• Post an inspirational picture or quote or meme
• Request follower feedback
• Ask for reviews on your products or services

Start Engaging
• Add new, useful content to your pages on a
regular basis. Content freshness adds relevancy
to your site in the eyes of the search engines.
• Add viral components to your web site or blog
like reviews, sharing functions, ratings,
visitor comments, etc.
• Invite relevant and authoritative bloggers to
guest post on your blog, to build social
shares and traffic.

Start Engaging
• Always write a unique and catchy Meta
description tag, with a call to action if
applicable, for your post, as it will attract more
click-throughs.
• Blog about the problems your product or service
solves – not about the product or service.
• Broaden your range of services to include video,
podcasts, news, social content and so forth. SEO
is not about 10 blue links anymore.

Start Engaging
• When optimizing your blog posts, optimize your
post title tag independently from your blog title.
• Cater to influential bloggers and authority sites
who might link to you, your images, videos,
podcasts, etc. or ask to reprint your content.
• Get the owner or CEO blogging. It’s
priceless! CEO influence on a blog is incredible as
this is the VOICE of the company.

Start Engaging
• Understand social marketing. It IS part of SEO.
• The more you understand about sites like Digg,
Yelp, del.icio.us, Facebook, etc., the better you
will be able to compete in search and social.
• Videos that show up in Google blended search
results don’t just come from YouTube. Submit
your videos to other quality video sites like
Metacafe, AOL, MSN and Yahoo.

Start Engaging
• Surround video content on your pages with keyword
rich text. The search engines look at surrounding
content to define the usefulness of the video for the
query.
• Use the words “image” or “picture” in your photo
ALT descriptions and captions. A lot of searches are
for a keyword plus one of those words.
• Enable “Enhanced image search” in your Google
Webmaster Central account. Images are a big part of
the new blended search results.

Start Engaging
• Think of marketing as storytelling, and think of your
customers as the characters.
• Depressing tweets, vague tweets, tweets about your
weight loss and what you are eating are better kept
to yourself.
• Tweeting a little personality is fun. But for the most
part, stay professional and positive. And always,
always stay classy, of course.
• Stop talking about yourself if you want more
retweets.

Start Engaging
• If you’re going to tell people to “like” your
company on Facebook, give them a reason why
they should “like” you.
• Use social media contests as an opportunity to
learn more about your customers.
• Leverage social search and boost your rankings
for target keywords by offering content (ebooks,
webinars, etc.) and having them pay with a
tweet.

Start Engaging
• Actively participate on Google+
and in the Google Authorship program.
• Link your Google+ profile to all blogs and sites
you write
• Whenever possible, link your guest authors’
Google+ profiles to your blog.
• Use an appealing Google+ headshot, as it may be
displayed in Google search results.

This I s Not TV or Radio We Are Talking About
This is not advertising to a
mindless population
catching
glimpses of your brands
during breaks from their
favorite shows or
games while
rushing to the
restroom.

This Is Engagement
Which means you have to engage to make it work
Respond to your followers to make sure the right
relationships are formed and maintained.
Courtesy is a virtue so remember to:
• Check your Facebook messages
• Post to FaceBook, Twitter, LinkedIn
• Answer Twitter direct messages (DMs)
• Answer Twitter @ replies
• Engage in LinkedIn Discussions

Remember:
• keep a tab on your analytics
• check out what the competition is up to
• Find out what works and what doesn't
• classify those that bring in the most results
• and don’t forget to optimize your content.

Q&A
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