fake news, audience targeting and the death of the 4th estate
TRANSCRIPT
Confidential, Property of Search Influence, LLC © 2017
Fake News, Audience Targeting And The Death of The 4th Estate
Will ScottCEO & Co-Founder
Engage Conference SEMpdx 2017
@searchinfluence si.ly/engage-2017
THE MOST IMPORTANT THING IN BUSINESS IS SINCERITY…
IF YOU CAN FAKE THAT, YOU’VE GOT IT MADE.
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WHY BUY INFLUENCE WHEN YOU CAN STEAL IT?
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TRADITIONAL MEDIA
TAILSPIN@searchinfluence @w2scott si.ly/engage-2017
Image Credit: “Nose Dive”, from Joe.@searchinfluence @w2scott si.ly/engage-2017
DECLINE IN PRINT/NEWSPAPER
INCREASE IN DIGITAL@searchinfluence @w2scott si.ly/engage-2017
TRADITIONAL MEDIA IS
SELLING OUT@searchinfluence @w2scott si.ly/engage-2017
BIG MEDIA WANTS YOU
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SPONSORED ARTICLE
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SPONSORED ARTICLE
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SPONSORED CONTENT
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SPONSORED CONTENT
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IRONY
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MEDIA LINES ARE BLURRED
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OVERALL RANKING FACTORSMASHABLE
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OVERALL RANKING FACTORSMASHABLE SPONSOR TAG VERY INCONSPICUOUS
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EVEN MORE IMPORTANT
TO KNOWYOUR AUDIENCE
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CHANNEL YOUR TARGET CUSTOMER:
“WHO BUYS MY PRODUCT OR SERVICE?”
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BARNACLE SEO RE-INTRODUCTION
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Barnacle SEOAttaching oneself to a large fixed object and waiting for the customers to float by in the current
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SEO ISDEAD…
AGAIN
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CORRUPTIBLE MEDIAMAKE YOUR OWN "NEWS"
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OVERALL RANKING FACTORS
BUZZFEED
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MEDIUM
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EXTRANEWSFEED
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CONTENT AMPLIFICATION
NETWORKS
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POLAR
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NATIVO
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TABOOLA
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YAHOO!GEMINI
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THE DEATH OF NATIVE SOCIAL
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YOU DON'T OWN FACEBOOK
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SPONSOREDCONTENT
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PROMOTION VIA NON-BRANDED “INTEREST” PAGE
FACEBOOK PROMOTION
● 9,655 paid impressions● 16 organic impressions● 383 clicks● 222 engagements● 3.97% CTR● $0.37 CPC● $140.42 total spend
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FACEBOOK PROMOTION● 6,123 paid impressions● 7,434 organic impressions● 366 clicks● 211 engagements● 5.98% CTR● $0.07 CPC● $25.00 total spend
PROMOTION OF PODCAST ON AUTHORITATIVE
INDUSTRY SITE@searchinfluence @w2scott si.ly/engage-2017
FACEBOOK PROMOTION● 15,734 paid impressions● 14,282 organic
impressions● 1,644 clicks● 1,508 engagements● 5.51% CTR● $0.12 CPC● $200 total spend
PROMOTION OF NEWS COVERAGE
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FAKE NEWS
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Confidential, Property of Search Influence, LLC © 2017@searchinfluence si.ly/engage-2017
‘MERICA
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THANK YOU!Will Scott
Search Influence935 Gravier St STE 1300
New Orleans LA 70112-1608(504) 208-3900
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