admonsters se asia sg-
Post on 17-Oct-2014
575 views
DESCRIPTION
TRANSCRIPT
![Page 1: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/1.jpg)
1
Arvind Sethumadhavan| 1st March 2012
Making Content Social
![Page 2: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/2.jpg)
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
![Page 3: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/3.jpg)
Making Content Social -‐ Se8ng 3 wheels in mo<on
1) Crea<ng Shareworthy
content
2) Seeding
3) Findability
3
![Page 4: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/4.jpg)
Se8ng 3 wheels in mo<on
1) Crea<ng Shareworthy
content
2) Seeding
3) Findability
4
![Page 5: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/5.jpg)
Conversa<ons are the New Marke<ng
5
![Page 6: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/6.jpg)
Social Currency
Bran
d Loyalty
Source : Whitepaper by Vivaldi Partners ‘Social Currency’ http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html
Brand Social Currency
6
![Page 7: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/7.jpg)
ShiE your thinking
7
Brands
AVen:on
Content Crea:on
Targets
Advocacy
Content Co-‐crea:on
![Page 8: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/8.jpg)
Se8ng 3 wheels in mo<on
1) Crea<ng Shareworthy
content
2) Seeding
3) Findability
8
![Page 9: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/9.jpg)
9
SOURCE : Visible Measures Database
Surge media cri<cal for mass awareness
![Page 10: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/10.jpg)
Se8ng 3 wheels in mo<on
1) Crea<ng Shareworthy
content
2) Seeding
3) Findability
10
![Page 11: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/11.jpg)
SEARCH EVOLUTION
• Search as we have known it since the dawn of the web Tradi:onal
• Content is discoverable as it is uploaded online Real-‐:me
• Shows results as you type, saves 2-‐5 seconds per search Instant
• Inclusion of ac:vity and content from your social graph to your search Social
• Search within a social network Social Network
11
![Page 12: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/12.jpg)
RE
AL
-TIM
E S
EA
RC
H
12
![Page 13: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/13.jpg)
INSTANT SEARCH
13
![Page 14: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/14.jpg)
SOCIAL SEARCH
14
![Page 15: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/15.jpg)
SEARCH AND SOCIAL
NOTE : Google’s ZMOT graphic used as the base
“Endorsement” “Advocacy”
15
![Page 16: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/16.jpg)
THE NEW QUESTION
HOW DOES YOUR BRAND PERFORM IN REAL-‐TIME
SOCIAL SEARCH?
16
![Page 17: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/17.jpg)
• pictures in Flickr, Instagram, Pinterest • videos on YouTube • likes, check-‐ins etc in Facebook • bookmarks in Delicious • reviews in Yelp, Hungrygowhere • subject maXer in Ning • thoughts shared in blogs • endorsements on TwiXer
Social objects are the
catalysts to conversa:ons
17
![Page 18: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/18.jpg)
UGC AS SOCIAL OBJECTS
18
![Page 19: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/19.jpg)
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
![Page 20: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/20.jpg)
SYNDICATION IS KEY
SOURCE : Brian Solis thought leadership content
20
![Page 21: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/21.jpg)
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
21
![Page 22: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/22.jpg)
AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED MEDIA
22
![Page 23: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/23.jpg)
EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY
SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)
23
![Page 24: AdMonsters SE Asia SG-](https://reader033.vdocuments.site/reader033/viewer/2022051816/5441bce2afaf9f36248b479d/html5/thumbnails/24.jpg)
24
Bringing people and brands together like never before Thanks very much!