Making Content Social - Presentation at AdMonsters, SEA, Singapore, March 2012

1. Making Content Social
Arvind Sethumadhavan| 1st March 2012
1

2. Bit about Isobar and me
• Isobar- a modern communications agency with presence in 11
cities 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, Marketing analytics
and Digital with focus now on Social Media
• passionate about data and all things digital
2

3. Making Content Social - Setting 3 wheels in motion
3)
Findability
2)
Seeding
1) Creating
Shareworthy
content
3

4. Setting 3 wheels in motion
3)
Findability
2)
Seeding
1) Creating
Shareworthy
content
4

5. Conversations are the New Marketing
5

6. Brand Social Currency
Brand Loyalty
Social Currency
Source : Whitepaper by Vivaldi Partners ‘Social Currency’
http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html
6

7. Shift your thinking
Brands Targets
Attention Advocacy
Content Content
Creation Co-creation
7

8. Content key to drive engagement
100
FIFA WC
90
80
70 Virtual Torch
Participation - Millions
60
50
40
Photo Mosaic
30 First Coke
20
10
0
8

9. Video case study
9

10. Setting 3 wheels in motion
3)
Findability
2)
Seeding
1) Creating
Shareworthy
content
10

11. Surge media critical for mass awareness
SOURCE : Visible Measures Database
11

12. Earned media benchmarks vary by target audience
83%
450,000,000 Consumer-
Driven
300,000,000
VVVV
39%
Consumer-Driven Consumer-
105,000,000 Driven
Brand-Driven 98%
Consumer-
90,000,000 Driven
75,000,000
81%
60,000,000 Consumer-
Driven
69%
45,000,000 Consumer-
Driven
32%
30,000,000 Consumer-
67% Driven
Consumer-
15,000,000 Driven
0
NEW
MOON
SOURCE : Visible Measures Database
12

13. Setting 3 wheels in motion
3)
Findability
2)
Seeding
1) Creating
Shareworthy
content
13

14. SEARCH EVOLUTION
• Search as we have known it since the dawn of the
Traditional web
Real-time • Content is discoverable as it is uploaded online
• Shows results as you type, saves 2-5 seconds per
Instant search
• Inclusion of activity and content from your social
Social graph to your search
Social Network • Search within a social network
14

15. REAL-TIME SEARCH
15

16. INSTANT SEARCH
16

17. SOCIAL SEARCH
17

18. SEARCH AND SOCIAL
“Endorsement” “Advocacy”
NOTE : Google’s ZMOT graphic used as the base
18

19. THE NEW QUESTION
HOW DOES YOUR BRAND
PERFORM IN REAL-TIME
SOCIAL SEARCH?
SOURCE : Brian Solis thought leadership content on SMO with Hubspot
19

20. • pictures in Flickr, Instagram, Pinterest
• videos on YouTube
Social objects • likes, check-ins etc in Facebook
are the • bookmarks in Delicious
catalysts to • reviews in Yelp, Hungrygowhere
• subject matter in Ning
conversations • thoughts shared in blogs
• endorsements on Twitter
20

21. UGC AS SOCIAL OBJECTS
21

22. Social media optimization (SMO)
The distribution 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 traditional and social web
SOURCE : Brian Solis thought leadership content on SMO with Hubspot
22

23. SYNDICATION IS KEY
SOURCE : Brian Solis thought leadership content on SMO with Hubspot
23

24. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED
MEDIA
24

25. AND SO IS BRINGING POSITIVE SOCIAL OBJECTS ONTO OWNED
MEDIA
25

26. EVENTUALLY GENERATING VALUABLE SOCIAL BRAND CURRENCY
SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)
26

27. Bringing people
and brands together
like never before
Thanks very much!
27