My session from SMX Munich about generating the BIG links. Building creative assets that deserves more than just the links! Featured campaigns: Unknown Tourism for Expedia, Directors Cut for Gocompare.com, Unicorn League for Sage and Virtual Flaam for Expedia Norway. Tools mentioned in session: Gorkana (for journalist contacts) and Buzzstream (for outreach process)

1. Think BIG, act BIG – how to
get the big links
#SMX @LisaDMyers

2. The internet is overflowing with content

4. X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X
X X X X X O X X X X X X X X X
X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X
X X X X X X X X X X X X X X X
source: the awesome @DaveTrott Source: @DaveTrott

5. Think like a 50s Ad Exec and execute like a geek!

6. We need to defy the boxes and limits
of what SEOs do!

7. Be like Iceland….

8. When I say BIG…..

11. Name things that are white?

12. Name things that are white that is in
your fridge?

13. Thinking concretely and within limits
does NOT limit ideas and creativity

14. Ideas & Concepts that
deserves coverage!

15. Simple is beautiful

16. Unknown Tourism - com

18. 156 pieces of coverage including:

22. It was even turned in to a fan-made-mod for The Sims

23. People called our office wanting to BUY
the posters

24. Over 1,000
signatures!

25. Data really is your
friend

35. 53,745 shares

36. Asian
Age
(circula.on
1m)
The
Business
Times
(Singapore)
(circula.on
37k)

37. 193 Pieces of Coverage
1,441,279 Combined Views

42. 2
hours
of
twee,ng
later…

43. Over 500 pieces of coverage

44. It became a twitter moment
Shared over 48k times in 48 hours

45. Sometimes collaboration helps you
reach the sky!

47. 105 pieces of coverage
< 200,000 Views

48. WHY is more important
than how!

49. Source: Simon Sinek

50. We make great campaigns. They’re
creative, innovative, beautifully
designed, and easy to use. Want to
buy our services?
“
”

51. We want to be THE destination for digital
pioneers. We believe in thinking differently
and pushing the boundaries. The way we
push the boundaries is by being brave,
honest, inquisitive and accountable. We just
happen to make great campaigns. Want to
buy our services?
“
”

52. People don’t buy WHAT you
do but WHY you do it!

53. Source: Simon Sinek

54. Facts and figures don’t drive behavior
People buy WHY you do it! NOT
what or HOW!
What you do is just the proof.

55. Facts and figures don’t drive behavior
People buy WHY you do it! NOT
what or HOW!
What you do is just the proof.

56. Facts and figures don’t drive behavior
People buy WHY you do it! NOT
what or HOW!
What you do is just the proof.

57. Here’s me and Simon Sinek at an awards do…in my dreams.

58. Our WHY:
“THE destination for digital pioneers”

59. GRIT
(passion + perseverance)

60. How many of you can think of a bad
manager?

61. Hiring based on experience as a main
criteria is often a mistake!

62. Meet Alex!

64. He’s had coverage from:

65. He is consistently OVER target!

66. Look for people that doesn’t accept
the default!

67. That can solve problems and isn’t
afraid to fail. And BELIEVE in them!

68. Reasons aren’t always what
they seem..

69. • I won 5 individual awards before I was 35
• I started my own company at 31 (without any
funding or business partners)
• Grown the business to 27 people, 2m Turnover
• Won Best SEO Agency two years running at
European Search Awards

70. IQ?
Upbringing?
Education?
Luck?
Money?

71. I am dyslexic
My grades at school were; “meh”
I dropped out of university
My family was bankrupt (twice!) when I grew up
I had my first baby at 26
I started the agency in the height of the recession
I had my second baby in the first year of my
business
Oh and my IQ is totally average

72. 100 people theory

73. HOW YOU THINK

74. Luke: “I can’t believe it”
Yoda: “That is why you fail”

76. YOU are NOT a monkey!
Do not take on or inherit behaviors that you
do not understand or want.

77. It’s not who you are that holds you back,
it’s who you think you are not.
– David Brinkley

78. Thank You!
Lisa@vervesearch.com
@LisaDMyers