A4U Expo Amsterdam 2009: The Growing Partnership Role Of Traditional Media Agencies
A4U Amsterdam - Make Social your Primary Traffic Source
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MAKE SOCIAL YOUR PRIMARY TRAFFIC DRIVER By Simon Penson, MD, Zazzle Media
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With Google playing with SERPs daily and a powerful audience amassing around social a tipping point is about to be reached. Find out how to invest wisely in social...
Transcript of A4U Amsterdam - Make Social your Primary Traffic Source
MAKE SOCIAL YOUR PRIMARY TRAFFIC DRIVER By Simon Penson, MD, Zazzle Media
WHY?
THE METHOD OF DISCOVERY IS CHANGING
BECOMING OPTICIANS
@SIMONPENSON
CAR MANUFACTURERS
@SIMONPENSON
ZOO KEEPERS
@SIMONPENSON
WEATHERMEN
@SIMONPENSON
SOCIAL HAS BEEN BUILDING AN ARMY
THIS GUY HAS GOOGLE SCARED…
HAS BETTER DATA… @SIMONPENSON
AND ACCESS IS IMPROVING
| @SIMONPENSON
APIS…
SELF SERVE ADS
| @SIMONPENSON
ANALYTICS…
| @SIMONPENSON
TOOLS…
| @SIMONPENSON
WE NOW HAVE THE KEYS…
DIRECTION IS NEEDED
@SIMONPENSON
WHERE TO TURN?
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CHOOSE YOUR PLATFORM WISELY
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WHY FACEBOOK?
THREE KEY ATTRIBUTES
SCALE DATA ACCESS
TARGETING
SO WHAT’S THE STRATEGY
THE THREE PHASE APPROACH
GROW
ENGAGE
MONETIZE @SIMONPENSON
GROW PHASE ONE
IT ALL STARTS WITH DATA…
UNDERSTAND YOUR AUDIENCE
USE THIS > FACEBOOK POWER EDITOR
COMBINE DATA CREATE CLUSTERS
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64
Age Split Of Audience Facebook Phones 4u
CREATE THIS > INSIGHT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage of Audience Who Like Facebook Phones 4u
Mass Appeal Potential Topics Topics To Avoid
| @SIMONPENSON
98
92
87
84
74
68 64 63
62
53
51
43
40 31
30 23 22 15
Zazzle Content Index: TV Shows Jersey Shore
I'm A Celebrity
Britain's Got Talent
Two and a Half Men
Strictly Come Dancing
Coronation Street
Only Way Is Essex
How I Met Your Mother
X Factor
Mock The Week
Geordie Shore
Family Guy
Walking Dead
Dexter
Spartacus
Game of Thrones
Mad Men
Downton Abbey
This provides content prioritisation based on interest data
| @SIMONPENSON
DATA INFORMS PAID MEDIA CONTENT STRATEGY
PAID MEDIA
WHERE TO ADVERTISE
OWNED & EARNED MEDIA
WHAT TO CREATE
IN OUR EXAMPLE
@SIMONPENSON
ENGAGE
WHY? | @SIMONPENSON
EDGERANK
| @SIMONPENSON
| @SIMONPENSON
GET YOUR VERY OWN STALKERS
EVANGELISTS
| @SIMONPENSON
EVANGELISTS HELP LEVERAGE NETWORK EFFECT
| @SIMONPENSON
Top Tips to Maximize Engagement 12
TOP TIPS
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IMAGES WORK BEST
FACES SELL PAPERS
TOP TIPS
| @SIMONPENSON
COMPETITIONS
TOP TIPS
| @SIMONPENSON
EXCLUSIVE OFFERS
TOP TIPS
| @SIMONPENSON
POLLS WORK
BACK TO DATA
TOP TIPS CURATE GREATNESS
| @SIMONPENSON
| @SIMONPENSON
BACK TO DATA
TOP TIPS LISTEN AND JOIN IN
| @SIMONPENSON
| @SIMONPENSON
BACK TO DATA
TOP TIPS TEST YOUR TIMING
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TOP TIPS VIDEO CAN BE KEY
| @SIMONPENSON
| @SIMONPENSON
BACK TO DATA
TOP TIPS GET THE HIPPO INVOLVED
| @SIMONPENSON
TOP TIPS WEBINARS CONNECT
TOP TIPS BRING OUT THE BIG GUNS
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BACK TO DATA
TOP TIPS GEOLOCATE CONTENT
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AND WE CAN VALIDATE EFFECTIVENESS
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Week 1 Week 2 Week 3 Week 4
Weekly Engagement Phones 4u Carphone Warehouse EE
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MONETIZE
| @SIMONPENSON
EDITORIAL V ADS
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VERTICAL PAGES
USE EXISTING CHANNELS
| @SIMONPENSON
MEASURE & IMPROVE…
| @SIMONPENSON
TRACK SHARES IN ANALYTICS
| @SIMONPENSON
_trackSocial()
TRACK PAID + ORGANIC TRAFFIC
| @SIMONPENSON
USE THIS >
< CREATE THIS
OR GET SOME HELP…
| @SIMONPENSON
GACONFIG.COM
SUMMARY
SOCIAL GROWTH REVOLUTION
| @SIMONPENSON
AUDIENCE UNDERSTANDING AT SCALE IS COMING
| @SIMONPENSON
UNDERSTANDING =
££££££££S | @SIMONPENSON
| @SIMONPENSON
FORGET GOOGLE’S GAMES.
TAKE THE SOCIAL DOLLARS
| @SIMONPENSON
Simon Penson Zazzle Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
DOWNLOAD IT > SLIDESHARE READ IT > MOZ.COM
THANKS.
