1) The document discusses how to make content social by setting three wheels in motion: creating shareworthy content, seeding that content, and improving findability.
2) A key part of making content social is optimizing it for social media by distributing user-generated content and social objects across various social networks and platforms to increase discoverability.
3) By bringing positive social objects and conversations onto owned media properties, brands can generate valuable social brand currency and connections between people and brands.
2. Bit
about
Isobar
and
me
• Isobar-‐
a
modern
communica:ons
agency
with
presence
in
11
ci:es
across
APAC
•
part
of
Aegis
Group
PLC
•
campaign
Asia
Pacific
Digital
Agency
of
the
Year
2011
• Me
–
Lived
in
India,
HK,
China,
Malaysia
and
SQ.
Professional
experience
covers
Market
research,
Media,
Marke:ng
analy:cs
and
Digital
with
focus
now
on
Social
Media
•
passionate
about
data
and
all
things
digital
2
3. Making
Content
Social
-‐
Se8ng
3
wheels
in
mo<on
3)
Findability
2)
Seeding
1)
Crea<ng
Shareworthy
content
3
11. SEARCH
EVOLUTION
• Search
as
we
have
known
it
since
the
dawn
of
the
Tradi:onal
web
Real-‐:me
• Content
is
discoverable
as
it
is
uploaded
online
• Shows
results
as
you
type,
saves
2-‐5
seconds
per
Instant
search
• Inclusion
of
ac:vity
and
content
from
your
social
Social
graph
to
your
search
Social
Network
• Search
within
a
social
network
11
15. SEARCH
AND
SOCIAL
“Endorsement”
“Advocacy”
NOTE : Google’s ZMOT graphic used as the base
15
16. THE
NEW
QUESTION
HOW
DOES
YOUR
BRAND
PERFORM
IN
REAL-‐TIME
SOCIAL
SEARCH?
16
17. • pictures
in
Flickr,
Instagram,
Pinterest
• videos
on
YouTube
Social
objects
• likes,
check-‐ins
etc
in
Facebook
are
the
• bookmarks
in
Delicious
catalysts
to
• reviews
in
Yelp,
Hungrygowhere
• subject
maXer
in
Ning
conversa:ons
• thoughts
shared
in
blogs
• endorsements
on
TwiXer
17
19. Social
media
op<miza<on
(SMO)
The
distribu<on
of
social
objects
and
their
ability
to
rise
to
the
top
of
any
related
search
query,
where
and
when
its
performed.
SEO
+
SMO
:
Amplified
findability
in
the
tradi<onal
and
social
web
19