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Arvind  Sethumadhavan|  1st  March  2012  

Making  Content  Social  

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  

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Making  Content  Social  -­‐  Se8ng  3  wheels  in  mo<on  

1)  Crea<ng  Shareworthy  

content  

2)  Seeding  

3)  Findability    

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Se8ng  3  wheels  in  mo<on  

1)  Crea<ng  Shareworthy  

content  

2)  Seeding  

3)  Findability    

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Conversa<ons  are  the  New  Marke<ng      

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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  

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ShiE  your  thinking  

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Brands  

AVen:on  

Content  Crea:on  

Targets  

Advocacy  

Content    Co-­‐crea:on  

Se8ng  3  wheels  in  mo<on  

1)  Crea<ng  Shareworthy  

content  

2)  Seeding  

3)  Findability    

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SOURCE : Visible Measures Database

Surge  media  cri<cal  for  mass  awareness  

Se8ng  3  wheels  in  mo<on  

1)  Crea<ng  Shareworthy  

content  

2)  Seeding  

3)  Findability    

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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  

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RE

AL

-TIM

E S

EA

RC

H

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INSTANT SEARCH

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SOCIAL SEARCH

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SEARCH  AND  SOCIAL  

NOTE : Google’s ZMOT graphic used as the base

“Endorsement” “Advocacy”

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THE  NEW  QUESTION  

HOW  DOES  YOUR  BRAND  PERFORM  IN  REAL-­‐TIME  

SOCIAL  SEARCH?  

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• 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  

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UGC  AS  SOCIAL  OBJECTS  

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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  

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SYNDICATION  IS  KEY  

SOURCE : Brian Solis thought leadership content

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AND  SO  IS  BRINGING  POSITIVE  SOCIAL  OBJECTS  ONTO  OWNED  MEDIA  

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AND  SO  IS  BRINGING  POSITIVE  SOCIAL  OBJECTS  ONTO  OWNED  MEDIA  

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EVENTUALLY  GENERATING  VALUABLE  SOCIAL  BRAND  CURRENCY  

SOURCE : Nielsen BuzzMetrics’ Brand Association Map (BAM)

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