SMX East 2015

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Transcript of SMX East 2015

PowerPoint Presentation

Creating Content That Engages Audiences & Influences DecisionsHow to Tickle Your Customers(without getting arrested)

#SMX #12A@simmonet

Grant Simmons VP of Search Marketing & Consumer Engagement

#SMX #12A@simmonetYou can play around with positioning, size & shape of the shaded text boxes to make them work for your selected background image & titles / subtitles.

We strongly suggest creating a compelling title slide for viral attention. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Tips:

Large font sizes & all caps make titles easy to read in thumbnails both during your presentation and for viewers on slideshare.Visually interesting photography helps draw reader attention on slideshare. Please swap this image for any other as long as you have rights to reuse/distribute. You should use hi-res / high quality images minimum 72/96 dpi (keeping in mind widescreen 16:9 ratio) - the space above footer is 10in wx 5.125in h You should also compress image file sizes if necessary to make for faster loading ppt.You can use illustrated visuals as well.

DELETE THIS SLIDE IF YOU DO NOT USE.

Not the GEICO Gecko Grant Simmons VP of Search Marketing & Consumer Engagement

#SMX #12A@simmonetYou can play around with positioning, size & shape of the shaded text boxes to make them work for your selected background image & titles / subtitles.

We strongly suggest creating a compelling title slide for viral attention. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Tips:

Large font sizes & all caps make titles easy to read in thumbnails both during your presentation and for viewers on slideshare.Visually interesting photography helps draw reader attention on slideshare. Please swap this image for any other as long as you have rights to reuse/distribute. You should use hi-res / high quality images minimum 72/96 dpi (keeping in mind widescreen 16:9 ratio) - the space above footer is 10in wx 5.125in h You should also compress image file sizes if necessary to make for faster loading ppt.You can use illustrated visuals as well.

DELETE THIS SLIDE IF YOU DO NOT USE.

Creating Content That Engages Audiences & Influences DecisionsHow to Tickle Your Customers(without getting arrested)

#SMX #12A@simmonet

TRIGGERS

#SMX #12A@simmonet

WHY ARE YOU HERE?

#SMX #12A@simmonet

Education & enlightenment

#SMX #12A@simmonet

My boss asked me to

#SMX #12A@simmonet

In Search Marketing

#SMX #12A@simmonet

We call that coercion

#SMX #12A@simmonet

We call that coercion

#SMX #12A@simmonet

We call that a trigger

#SMX #12A@simmonet

Triggers are needs to be addressedConsumers are forced into a need mindset

#SMX #12A@simmonet

My car broke down

#SMX #12A@simmonet

Im having another kid

#SMX #12A@simmonet

I met someone special

#SMX #12A@simmonetFYI

#SMX #12A@simmonet

It didnt work out

#SMX #12A@simmonet

commutesucks!

got apay raise

metsomeone

kid lefthome

This happened:

#SMX #12A@simmonet

Triggers happen without you

#SMX #12A@simmonet

Triggers happen in spite of you

#SMX #12A@simmonet

To connect content with Triggers

#SMX #12A@simmonet

You need to research Triggers

#SMX #12A@simmonet

Triggers = common sense + research You can guess intelligently

#SMX #12A@simmonet

Query research

#SMX #12A@simmonet

Query researchGoogle Ad PlannerKeywordTool.io

#SMX #12A@simmonet

KeywordTool.io

#SMX #12A@simmonet

#SMX #12A@simmonetKeywordtool.ioquestions screenshot

#SMX #12A@simmonet

Triggers = common sense + research You can research intellectually

#SMX #12A@simmonet

Query researchGovt. / AcademiaCensus census.govFedStats fedstats.govBureau of Labor bls.govUofM ICPSR / ISRwww.icpsr.umich.eduwww.psc.isr.umich.edu/ (> data)

#SMX #12A@simmonet

Why People Move?Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A@simmonetReasons for moving.

Other housing reason: All other reasons not listed above that are housing related.

To attend/leave college: People who leave a place of residence to attend college or who leave college to return to previous place of residence or move elsewhere.

Change of climate: People who moved to a better climate.

Health reasons: Any change of residence based on the health of the individual or another person.

-----

Change in marital status: Person moved because of family formation or dissolution resulting in a change in marital status classification to one of the following categories: married, widowed, separated or divorced. To establish own household: People who moved out of an existing household in order to establish a separate one.

Other family reason: All other reasons not listed above that are family related. New job or job transfer: People who moved because of a new job or location of existing job moved. This also included military transfers. To look for work or lost job: People who move in order to find work. To be closer to work/easier commute: People who move to be closer to their work and/or cut their commuting time.

Retired: People who, after retirement from a job, have changed their place of residence.

Other job related reason: All other reasons not listed above that are job related.

Wanted to own home/not rent: People who wanted to own their own home and not rent a house or apartment.

Wanted a new or better house/apartment: People who wanted to move from their current home/apartment to a new, bigger/better house/apartment.

Wanted better neighborhood/less crime: People who wanted to move to a better neighborhood and or a neighborhood with less crime.

Wanted cheaper housing: People who moved to cheaper/less expensive house/apartment.

32

Why People Move?

Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A@simmonetReasons for moving.

Other housing reason: All other reasons not listed above that are housing related.

To attend/leave college: People who leave a place of residence to attend college or who leave college to return to previous place of residence or move elsewhere.

Change of climate: People who moved to a better climate.

Health reasons: Any change of residence based on the health of the individual or another person.

-----

Change in marital status: Person moved because of family formation or dissolution resulting in a change in marital status classification to one of the following categories: married, widowed, separated or divorced. To establish own household: People who moved out of an existing household in order to establish a separate one.

Other family reason: All other reasons not listed above that are family related. New job or job transfer: People who moved because of a new job or location of existing job moved. This also included military transfers. To look for work or lost job: People who move in order to find work. To be closer to work/easier commute: People who move to be closer to their work and/or cut their commuting time.

Retired: People who, after retirement from a job, have changed their place of residence.

Other job related reason: All other reasons not listed above that are job related.

Wanted to own home/not rent: People who wanted to own their own home and not rent a house or apartment.

Wanted a new or better house/apartment: People who wanted to move from their current home/apartment to a new, bigger/better house/apartment.

Wanted better neighborhood/less crime: People who wanted to move to a better neighborhood and or a neighborhood with less crime.

Wanted cheaper housing: People who moved to cheaper/less expensive house/apartment.

33

Why People Move?

Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A@simmonetReasons for moving.

Other housing reason: All other reasons not listed above that are housing related.

To attend/leave college: People who leave a place of residence to attend college or who leave college to return to previous place of residence or move elsewhere.

Change of climate: People who moved to a better climate.

Health reasons: Any change of residence based on the health of the individual or another person.

-----

Change in marital status: Person moved because of family formation or dissolution resulting in a change in marital status classification to one of the following categories: married, widowed, separated or divorced. To establish own household: People who moved out of an existing household in order to establish a separate one.

Other family reason: All other reasons not listed above that are family related. New job or job transfer: People who moved because of a new job or location of existing job moved. This also included military transfers. To look for work or lost job: People who move in order to find work. To be closer to work/easier commute: People who move to be closer to their work and/or cut their commuting time.

Retired: People who, after retirement from a job, have changed their place of residence.

Other job related reason: All other reasons not listed above that are job related.

Wanted to own home/not rent: People who wanted to own their own home and not rent a house or apartment.

Wanted a new or better house/apartment: People who wanted to move from their cu