Lexi Mills PR SEO tactics that work with ai online filter bubbles
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Lexi Mills presentation at The Inbounder New York, May 22 2017.
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Lexi Mills PR SEO tactics that work with ai online filter bubbles
- 2. LEXI MILLS PR SEO Tactics That Work With AI and Filter bubbles @leximills
- 3. Agenda • Challenges • Opportunities • Tactics
- 5. Google now processes over 40,000 search queries every second on average 2.5 billion gigabytes (GB) - of data was generated every day in 2012. That's big by anyone's standards.
- 7. PR SEO
- 16. We need to understand the very nuances that make up our audiences behaviors
- 17. Building links is not enough
- 18. An infographic just wont cut it!
- 19. Provide content in a format that delivers this ripple effect
- 22. Something clickable…. Can be more important than something noteworthy
- 23. “Traffic pays the bills, so that means you might cover something clickbaity that you'd prefer to ignore.”
- 24. Sometimes They Don't Have a Choice
- 25. @leximills
- 26. @leximills over 50% of content has to comes from machines
- 28. @leximills And this is only set to rise
- 32. Facebook users tend almost entirely to click on links that they agree with, meaning that their news feeds can become an echo chamber
- 50. We have a new set of brand problems arising
- 51. Our tech is already smarter than we are
- 54. Some media don’t use email or phones!
- 56. @leximills
- 57. Tell our brand stories in headlines
- 62. Onsite Assets
- 77. Reduce Risk and Fear: 1.) Pick Clients/ Project 2.) Campaign Themes
- 80. Over 100 articles secured A full list of coverage can be found here: https://chi2016.acm.org/wp/press/
- 81. Moving fast…
- 82. @leximills
- 83. @leximills
- 84. @leximills We (publishers and marketers) are moving away from hacking algorithms to hacking humans.
- 85. @leximills
- 86. @leximills Phase 1 - Outreach: Launch Event, Embargo Briefings
- 87. @leximills Phase 2 - Official Launch to UK Media Coverage Examples • http://food.uk.msn.com/food/bathroom-suite-made-entirely-from-chocolate • http://www.express.co.uk/news/uk/499399/Chocolate-bath-with-a-whopping-9-4million-calories • http://www.tntmagazine.com/news/weird/fancy-a-dip-in-a-chocolate-bath • http://www.inquisitr.com/1416548/a-sweet-escape-online-retailer-comes-up-with-9-4-million-calorie-chocolate-bathroom/ • http://creativeboom.co.uk/interiors/bathroom-sweets-/
- 88. @leximills Phase 3 - Trade and Luxury Media Outreach Coverage Examples • http://www.kbbdaily.com/article.php?id=2794&t=Bathrooms&article=Bathrooms.com+puts+%C2%A380%2C000+chocolate+bathroom+suite+up+for+sal +sale • http://www.kandbnews.co.uk/newsandviews/industrynews/bathroomscomlauncheschocolatesuite#.U-29HoBdWft • http://internetretailing.net/2014/08/bathrooms-com-develops-chocolate-bathroom-sweet-for-those-who-mistype-the-search-term/ • http://www.housebeautiful.com/shopping/decorating-trends/chocolate-bathroom • http://www.luxuriousmagazine.com/2014/08/the-100-pure-belgian-chocolate-bathroom-suite/
- 89. @leximills Phase 4 - International Media Outreach Coverage Examples • http://abcnews.go.com/Lifestyle/completely-chocolate-bathroom-133000-94-million-calories/story?id=24997561 • http://abc7chicago.com/food/completely-chocolate-bathroom-can-be-yours-for-just-$133000/267138/ • http://www.nydailynews.com/life-style/bathroom-made-belgian-chocolate-online-article-1.1907792 • https://gma.yahoo.com/completely-chocolate-bathroom-yours-just-133-000-9-175158036--abc-news-Recipes.html?soc_src=mediacontentstory • http://abc7chicago.com/food/completely-chocolate-bathroom-can-be-yours-for-just-$133000/267138/ • http://www.eastidahonews.com/2014/08/completely-chocolate-bathroom-can-be-yours-for-just-133000/ • http://food.ninemsn.com.au/recipes/437564/chocolate-bathroom-sweet-yours-for-143000.slideshow • http://www.thatsnerdalicious.com/candy/you-can-have-an-all-chocolate-bathroom-for-133000/#mIQXSgJgX5rpZ57i.99
- 90. @leximills Phase 5 - Picking Up the Ones We Missed There were some publications that did not want to cover the story initially, we then went back to them as the hype grew and used the other coverage as leverage to get these media outlets to publish
- 91. @leximills Phase 6 - Social Media and Blogger Outreach
- 92. @leximills Overview of Bathroomsweets.com Results Coverage hits: 133 High links: 72 Medium links: 56 Average DA of linking site: 54 Broadcast: 3 Total circulation: 357,545,235 Link details We only count each unique link on a page, as such if a post links to the same place more than once this is only counted as one link. High - Links with a DA 40 an above Medium - Links with DA 20-39 Low - We don't count anything with a DA 19 or below
- 97. Travel to disrupt your bubbles
- 101. Keep our social and data bubbles open
- 104. Greater understanding as opposed to greater separation
- 111. Thank you Contact for training and consulting: leximills.uk@gmail.com For full online marketing services: lexi@manyminds.digital
Hinweis der Redaktion
- We created this brand new world of technology and connectivity resulting in an unprecedented amount of data flooding us every day. And now we have ML and AI working this this data our reality is set change and such our roles as marketers. Why we should learn to analyze data available to all of us to help us understand and influence human behaviour
- To put this in perspective…. We get to work with and learn to filter
- Googles algorythim is design to facicliate that. Now in the past it reject ML its algo but has since changed its stance… which means… The introduction of machine learning means this is going to happen at an accelerated pace. because they have access to
- PR SEO use to mean just making delectable content
- We can no longer just make ‘delectable content’
- Big links meant big visibility which means we became brand managers as well as SEOs– tradionaal brand issues
- It means that it is more powerful than ever! They know more about us than we know about ourselves sometimes. Alongside on and offline data tracking
- It means that it is more powerful than ever! They know more about us than we know about ourselves sometimes. Alongside on and offline data tracking
- It means that it is more powerful than ever! They know more about us than we know about ourselves sometimes. Alongside on and offline data tracking
- It means that it is more powerful than ever! They know more about us than we know about ourselves sometimes. Alongside on and offline data tracking
- To help us navigate and find what we want. It means that it is more powerful than ever! They know more about us than we know about ourselves sometimes. Alongside on and offline data tracking
- Because they know when we are lying…. Full ripple effect of signals in order to optimise in the future. They will know if we are faking it \Which means we really are going to have to understanding the very nuances that make up our audiences behaviors.
- Publishers are responding to this with increased video teams --- and some publications I hear are looking to completely phase written content! – which means we need to be thinking about how we can tell our brand stories in 30 sec ! Now a few years ago heard from another PR
- Currently this is part human part machine
- Part human part machine
- --- but this certainly set to change. Or at least for their to be a more sophisticated machine side to it. And I think the SEO industry is far better positioned to support this than the PR industry from a skill and tool perspective.
- This is data we get to work professionally and data we have to fight against and filter personally. We use media largely to do this and so do our audiences.
- the dataset that fed these AI determined their language, expressed nature and in turn their values and behavior-- they became reflections of their data sets
- Locked in their own belief systems and interest bubbles I have used my ability to track trends through data and see emerging bubbles to gain coverage and links. for my clients to help them optimize. But this data and our ability to use it is now so powerful that we can tell people things about themselves before they even know it them selves. This data naturally segments itself into bubbles.
- As such to break into filter bubbles we will have to attach our stories to ones that are already favourable
- On 8/4/16 research into Donald Trump's hair is trending 5x as popular over his policies a good starting point.
- Such a bubble of twitter data…..
- We have a really good example of this…. Last year Microsoft launch an AI chat bot call Tay. Tay was designed to mimic the language patterns of a 19-year-old American girl, and to learn from interacting with human users of Twitter. And she started off very nice…. However the speed at which she learned and the data set she was learning from‘
- But the data Tay was learning from changed her significantly.
- And this is not unique to her..
- IBM's famous artificial intelligence, Watson won $1 million prize in 2011, playing the question and answer game jepardy
- . The The Urban Dictionary. In an attempt to help it understand the way real people communicate it was fed a data bubble…
- So it could learn words like however….it also learned terms like
- To name a few of the milder ones!!!! But Watson couldn't distinguish between polite language and profanity -- which the Urban Dictionary is full of
- Watson picked up some bad habits from reading Wikipedia as well. In tests it even used the word "bullshit" in an answer to a researcher's query.
- the dataset that fed these AI determined their language, expressed nature and in turn their values and behavior-- they became reflections of their data sets
- And we know media are largely bias- they serve theier audience.
- https://mediabiasfactcheck.com
- We notice that the Daily mail – largely considered to be one of the most influential publications on the planet is not on this list.
- A few years back a father got very angry when his 12 daughter was being shown pregnancy products by target. However it turned out she unbeknown to her and her father she was in fact pregnant. We are going to have to figure out a way to navigate this. Now this is an adverse example… however.. An angry man went into a Target outside of Minneapolis, demanding to talk to a manager, “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.” As technology companies learn more about their users, they show them the kind of results that they have clicked on in the past — which has the effect of showing people things that they already agreed with and wanted to see.
- Concentration spans
- Nemo now has a longer concentration span than most humans
- This was evidenced by test one media publication told me they did. They tried to game traffic from reddit and found
- Locked in their own belief systems and interest bubbles I have used my ability to track trends through data and see emerging bubbles to gain coverage and links. for my clients to help them optimize. But this data and our ability to use it is now so powerful that we can tell people things about themselves before they even know it them selves. This data naturally segments itself into bubbles.
- Look at what is coming out on here, what is trending?
- Look at what is coming out on here, what is trending?
- We don’t want to compete with eveyrone trying to news jump top items so lets keep our sights set on early adopter communities
- As opposed to what beats are you covering…you should know that from research before you call.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- The introduction of machine learning means this is going to happen at an accelerated pace. Further more this change in ‘intellegence’ means Well and truly out of the phase of hacking algorithms and now in a place of hacking humans.
- This was evidenced in a bathrooms.com campaign I ran…
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- We also have to accept and understand that audiences are becoming trapped in bubbles. For example. This means adjusting the wording in our pitches accordingly but also the angle of our pitches.
- Chocolate won… we can choose to feed this or manage it.
- We have multiple data sets influencing our views and we use tools like google to help us navigate these. I have used my ability to track trends through data and see emerging bubbles to gain coverage and links. for my clients to help them optimize. But this data and our ability to use it is now so powerful that we can tell people things about themselves before they even know it them selves. This data naturally segments itself into bubbles.
- Our on and off line data is being collected… and we really haven’t truly figured out how to use this.
- Travel to disrupt your bubbles ---We need to change the way we behave
- Train out concentration spans as although google can provide quick efficient answers to things like
- We can going to need to apply our mind a bit more to answer some of the worlds more important questions
- We need to change the way we behave
- Lets not become Tay
- We need to consciously investigate multiple bubbles I have used my ability to track trends through data and see emerging bubbles to gain coverage and links. for my clients to help them optimize. But this data and our ability to use it is now so powerful that we can tell people things about themselves before they even know it them selves. This data naturally segments itself into bubbles.
- As google gets more reliable at producing ‘good results we start to trust that it is a reflection of reality more and more.
- Its not just search engines that influences what data we are exposed to….. This puts a responsibility on marketers who along with search engines are shaping SERPs
- As the peole who control the internet you get to play morphias… you can offer humans the blue or the red pill .In the matrix morphias offered neo the blue or the red pill…. And he got to choose… As SEOs you get to a large degree have the power to choose which pill internet audiences get to swallow. Between us we have the power to determien what many see as relativty and truth…
- We get to decide if someone even know that that other pill, perspective, product even exisits and we should exercise that with great responsibility.