East Coast Media Presentation -
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Transcript of East Coast Media Presentation -
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from WoM to WoWbecause no one really gives a **** what brands say
…but people value what we do
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Overview
• How did we get here
• Types of people:
– Advocates
– Adorers
– Admirers
• Speak their language
• Tools
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3 Types of people
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3 Types of people
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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 proselytisefor you
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Focus...
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Where and who are Brand Advocates
• Who are brand/topic/content:
• Adopters
• Adorers
• Advocates
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Brand Advocates
• What language do they use?
• Don't be subjective ... Be open minded...
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We-fluencersdef: a group of key influencers all proselytisingabout you to their network - without incentives
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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)
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• Have a plan
• Don’t publish just for the sake of publishing
• Be authentic
• Be original
• Add to the conversation – don’t duplicate!
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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
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• Take the word ‘coffee’ as a search term
• How many searches per day world wide?
• How many competing pages?
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• The term ‘Coffee’ is very generic... ‘Short tail>
• But there are ways to make your content rank by being specific
• Welcome to Longtail ...
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• 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
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Each web page/article is a doorway
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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
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Web Content- historical
Search Data(historical)
E.g. - Google Keyword Tool-Wordtracker- Majestic SEO (paid)
-Use several to get best understanding
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Web Content: Real time conversations
Real Time Conversations
(web 2.0)
E.g. Twitter search, technorati etc
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KeywordSearch Data(historical)
KeywordReal Time
Conversations(web 2.0)
The overlapping Keywords are generally what’s topical
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Tools you'll need
• Net vibes
• Klout
• Goolge alerts
• Google trends
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it doesn't matter what I do......but make what you do profound!
• @LeeSmallwood
• http://facebook.com/lsmallwood
• http://digitalflares.com
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