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1. from WoM to WoW because no one really gives a **** what brands say…but people value what we do 1

2. Overview How did we get here Types of people: Advocates Adorers Admirers Speak their language Tools 2

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4. 3 Types of people 4

5. 3 Types of people 5

6. But who are they? Brand adopters - customers / clients satisfied enough with product / service to buy regularly buy Brand adorers - customers / clients particularly happy and display a high degree of affinity and loyalty Brand advocates - customers / clients so satisfied that they are prepared to proselytise for you 6

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9. 9 Focus...

10. Where and who are Brand Advocates Who are brand/topic/content: Adopters Adorers Advocates 10

11. Brand Advocates What language do they use? Don't be subjective ... Be open minded... 11

12. We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives 12

13. Finding Online Brand Advocates Who are the key influencers - or 'We-fluencers' - top 1% of the top 10% Do you know them? Chat to them (DON’T SELL) 13

14. Refreshing: content, consistently

15. Refreshing: content, consistently Have a plan Don’t publish just for the sake of publishing Be authentic Be original Add to the conversation – don’t duplicate!

16. Make a statement

17. Make a statement But if you’re arguing a point – make sure you’re 110% correct – or it will bite you on the arse Comment exchanges (blogs, forums, twitter etc) will make you stand out within search results This can be both good and bad – choose wisely when its best to walk away

18. Not all words are equal

19. Not all words are equal Take the word ‘coffee’ as a search term How many searches per day world wide? How many competing pages?

21. Not all words are equal The term ‘Coffee’ is very generic... ‘Short tail> But there are ways to make your content rank by being specific Welcome to Longtail ...

23. Not all words are equal But many competing pages But by applying filters you can find topics in a competitive space that will be easier to rank (be found for) and best time of year to post content = most effective use of time and resources

25. Each web page/article is a doorway

26. Web content In order to have what you write read – or more importantly – found... ... You need to: Understand what language they use – not what you want you would like them to use This is in 2 parts

28. Majestic SEO (paid)

29. Use several to get best understandingSearch Data (historical)

30. Web Content: Real time conversations Real Time Conversations (web 2.0) E.g. Twitter search, technorati etc

31. The overlapping Keywords are generally what’s topical Keyword Search Data (historical) Keyword Real Time Conversations (web 2.0)

32. Tools you'll need Net vibes Klout Goolge alerts Google trends 30

37. it doesn't matter what I do......but make what you do profound! @LeeSmallwood http://facebook.com/lsmallwood http://digitalflares.com 35