SEO Tactics to Create Social Media Content The internet of things vs. your message Who is this guy? I have an odd w. THE PENTAGON PORTER NOVELLI @Iafauce Insight driven PR ◦ Using SEO, Boolean and SEM to figure out what a conversation is saying ◦ Create things that fit into that conversation Crisis or Issues Work ◦ LOVE it ◦ Biggest achievement was writing the TIDE Pods digital issue response plan ◦ 2 years of work and research to create dark sites, dark SEO lists, social content, monitoring frame work @lafauce ZMOT The Long Tail The Biased Story Arc Message Mirroring Boolean Theory Conversion Modeling Why Some Theory Tools we can use Research Key Content Takeaways What can we create to get into SEO How we break into the story arc Some Practice @lafauce What is ZMOT Stimulus First Second Moment of Truth Moment of Truth (Shelf) (Experience) Which becomes the next person?s ZMOT @Iafauce Search Volume The Two Sides of the Long Tail Numiaer a? remit: +1?an gained: more ifeci?? Content Marketing Over Time @Iafauce Social Media Creates a Biased Story Arc Mom “Finds a story and posts to social” Friends see message and share support Public hears messages from their online networks ands share Identify what words or archetypes are used in a conversation Collate those items into your conversation Get the share @lafauce It is how the internet works Pull Pull pull Filter Widget AND (danger word AND danger word AND danger word) NOT (stupid chatter AND other stupid chatter) Widget AND (watch word AND watch word AND danger word) NOT (stupid chatter AND other stupid chatter) @lafauce Listen Who is talking already Adjust What worked, what didn’t, make better Create Content that mirrors conversation at first Engage Shift from post to conversation @lafauce Google loves social Google is where people ‘find’ information ZMOT drives opinions before they interact People share opinions and friends believe as fact Biased story arc amplifies Social and SEO are the same @lafauce That?s Alot SURE IF IS TRYING T0 IMPRESS ME OB THIS IS 1051' DENSE @Iafauce a II We Have an Issue/Product to Move a Marketwire Company I 0 I We ca LISTEN MEASURE UNDERSTAND ENGAGE Monitor billions of conversations happening Co SYSOITIOS Business Intelligence for Social Media in blogs, social networks, forums, news CNN sites, and more Learn how we can help you Social Media Software for brands, businesses, and agencies Social Media Monitoring Analytics and Insights mm Ill Social Media Tips for 2013 Comprehensive real-time monitoring dashboard to lit?depth research platform with true global Dolled all relevant unline conversations to gain coverage, including automated sentiment, in5ights with detailed metrics and intuitive demographics, influencers, historical analysis and Our Customers graphics. intelligent reporting. 0 Watch Heartbeat in action . Syeon'ios Media Analysis Platform Microsoft Uends GOUSIC Armin", Lafauul: 1 Sam - Advanced Search rind pages with ii. mi, in im )l?quli 1m almasamme. I I ?cementum-awn: Monet WM 0! W688 migiimumminouma urn-f any crime home no: :amm nine .m nu um to Then narrow your results by .. language' uni-nun: - ingm mm - Mus-immanenmm Iasrupiuin- rm ?Humid mum-mim- mum slinordliman H: n: Imammum mum NIH-I ill ?ahS?ununwulili i: mu nw?r Iw :nlml limi- mmiowim - mu .i 1n?: man: mm Int n- knulrru ?ln ly'pc - mum: in. we. @lafauce "guinea pig" AND NOT (enzyme OR effect OR test OR findings OR drug OR research OR testing) @lafauce Research . ORGANIC KEYWORDS Tr' eurekamag I ll.- i'ue II -3 pEfll I'm I I to :i I ?Elf realdnnaldtrump I. I . I .- PC wmmpeg I n' I hamster ?rm: I Cyan mouse . .- ELIIE -.. -. Top Ten Tips for Tribute-Cute um: I ger I New Guinea Pig Guinea Pigs -- . 7 12,; a? happy I Fig? d, . I act all shop Guinea pigs meal I To the Guineamobile! I . -3 petting? mend Guinea pig Pets 101? Guinea Pigs I I V. . 1 ?i?l_li. ?Inj Our three Guinea Baby Guinea Pig pigs ?ghting for Popcoming @la?rauce Pet conversation is dominated by cute Sales in pets products are image based SOE and keywords are dominated by social posts (lots of shares) High volume low authority Findings Long tail is based on ◦ Pet guinea pig ◦ One cute pet guinea pig ◦ How to find a cute guinea pig Videos and image posts will get legs People are fond of their special guinea pig Ideas @lafauce Guinea pig Cute Family Pet Loveable Pop corning Jumping Care Food Happy Hamster Gerbil Key Terms Care for guinea pig How to make guinea pig happy Is your guinea pig the cutest How to have a guinea pig as a family pet Fun loving, popcorning, guinea pigs Why a guinea pig is better than a XXXX Buckets @lafauce What can we create to get into SEO Let?s have a discussion on what to create! @Iafauce Create social channels ◦ Editorial calendars ◦ A/B test content ◦ Track results Create 3rd party Advocates @lafauce Em mag 0m Sm Im<5 Pollinator Engagement Program Industry-Led Engagement •Initial audit was used to identify problem words associated to issue •Found key words that were not linked to conversation •Began to message against those key words •Note secondary conversation not linked to main conversation Pollinator Engagement Program Industry-Led Engagement •After three months we begin to see a fuller conversation •Conversation around neonics has begun to separate •We continue to see a separate beekeeping conversation Pollinator Engagement Program Industry-Led Engagement •Beekeeping conversation has begun to link with fuller conversation •CCD conversation no longer the richest conversation •Overall shares and likes of created content increasing and being found more readily Questions