social publishing zone
second zone of social media, channels that allow people and organizations to publish content
blogs
websites that host regularly updated content, express opiinions, share expereieces, make money with on site ads, and attract clients for consulting work, thought leadership, increase traffic to targeted websites, build links, build brand awareness
primari
microblog
similar to blogs, but content is limited to short bursts of text and links, shares headlines, reminder communications, provides links, directs traffic, builds credibility and reputation
ex. Twitter
media sharing sites
video, photo, audio, documentation, and presentation sharing sites, earned media, which site dictates type and style of content
ex. YouTube, Flickr, Podcast Alley, Slideshare
content
unit of value in social community, may include opinions, catchphrases, information, fashion photos, advice, art, or others
content marketing
marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience, with the objective of driving a profitable customer action
philosophy of content marketing
brands should publish content in their owned media channels, but publishing in social channels can build awareness, influence brand attitudes, and help drive traffic to owned media
secondhand content
re-purposed offline content for digital display
social aspects of content
interactivity, participation, and shareability
urban legends
untruths and exaggerations
editorial message
objective, unbiased, expresses opinion or provides information and does not intend to carry out the agenda of an organization
commercial message
intent is to persuade the reader or viewer to change an attitude or behavior, source is paid to place message in medium
user generated content
lifeblood of social media, everyday people create and post content for personal reasons rather than to receive financial reward, organic content
powerful because often attracts our attention to things we wouldn't otherwise watch
cultural co-creation
co-created meanings among producers and consumers fold back into the culture
inputs in social media may impact what others think or even change a firm's marketing activities
organic content
content that a person feels intrinsically motivated to prepare and share
incentivized content
response content encouraged by the offer of an incentive, such as the chance to win a contest
call to action
direct request in marketing message for specific behavior
consumer-solicited content (CSC)
invited but non-compensated citizen advertising
participatory advertising
brands invite submissions, set mandatory guidelines and specifications, and possibly provide participants with selected brand assets
sponsors can incentivize campaigns
citizen advertising
marketing messages that actual consumers create
sponsored converstations
paid consumer content
ex. spokesbloggers
spokesbloggers
bloggers who post sponsored conversations as their sole reason to contribute to a conversation
counterfeit conversations
organization plants content that masquerades as original material an actual consumer posted, may be user generated too
FTC social media content guidelines
sponsorship must be transparent as to not deceive consumers
editorial calendar
schedule of relevant topics, types of content, publication venues, and publication
helps by forecasting time, research topics, content creation, and promotion
master calendar
set of editorial calendars which includes all segments/authors
overview of all content
content value ladder
categorization of content in terms of originality and substance
1. filler
2. basic
3. authority building
4. pillar
5. flagship
filler content
information that people copy from other sources, secondhand content
basic content
original content but not weighty enough to establish the author as an authority in the topic area or serve as a reference piece for the audience
authority-building content
original content that positions the sponsoring entity as an authority on the subject
pillar content
original content that create a solid foundation, educational content that readers use over time, save, and share with others
impact grows exponentially over time
flagship content
authority building, original content, seminal pieces of work that helps to define a phenomenon or shape the way people think about something for a long time
types of pillar content in blogs
1. how to article - most popular
2. definition article
3. glossary article
4. theory article
5. list article
content curation
developing a valuable form of content that draws from the collection of existing content
great content
content of value to target audience, engaging and relevant, can be a lead generation tool
goals of social publishing
1. increase exposure to the brand's messages
2. to use the content to drive traffic to the brand's owned
media plan
designates how the campaign's creative content will be disseminated to the target audience using specific media vehicles such as radio or billboards
specific goals, audience reach, exposure, outcomes
difference between traditional and social publishing
traditional media plans utilize paid media while social publishing relies upon owned media and earned media online to reach goals
types of optimization
1. search engine optimization
2. social media optimization
search engine optimization (SEO)
process of modifying content, site characteristics, and content connections to achieve improved search engine rankings
onsite: content value, tags, keywords, titles, URL
offsite: publishing related content with links to original, linkwheel structure
social media optimization (SMO)
process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities
onsite: share tools and RSS feed options
offsite: promoting on socil news and social bookmarking sites, microblogging,
how SMO achieves goal of social publishing
linking activity increases credibility of marketer's message
difference between SEO and SMO
SEO focuses on earning higher organic search engine ranks, manipulates processes and machines
SMO focuses on earning organic links to content, targets people
SMO is used by SEO because those links also improve rankings
publishing in multiple places
creates additional opportunities to see for the target audience and brand controlled links to the targeted site
Google algorithm
mathematical formula to decide which sites will appear at top of search list, changed on regular basis
lifeblood of social media
user generated content, traffic
value of sites that attract heavy traffic
1. large number of visitors, higher rate of conversion
2. more eyeballs, more ad revenue
conversion
person browsing actually purchases
search engine marketing
form of online marketing that promotes websites by increasing the visibility of the site's URL in search engine results, both organic and sponsored, uses SEO
organic result listing order
results by relevance based on search engine's ranking algorithm, sponsored then organic but organic is cheaper, more credible, and generateds more traffic
pay per click
fees a marketer pays when someone clicks on an online display ad
eye tracking studies
identifies the characteristics of s search page that determines which links the user is likely to follow
eye tracking results
across top, to left, then down to last item without scrolling on results page
web crawlers
spiders, bots, automated web programs that gather information from sites that ultimately form the search engine's entries
golden triangle
the space on the screen where listings are virtually guaranteed to be viewed, typically the top 3
indexed data
tags and keywords derived from site content, bots gather data which are labeled
offsite indicators
links from other sites
on site indicators
keywords embedded in the page's title, URL, and content
keywords
tells the bot what information to gather and specify the relevant topic
meta tag
code embedded in a webpage, viewable in the source code for the page, includes keywords, description with sentences that summarize page content and shown in search engine listing
title tag
HTML tag that defines the page's title, displayed in title bar, search engine results, and RSS, no more than 12 words, 2+ keywords
heading tag
HTML tag used to section and describe content, keywords, H!, H2, H3, etc.
title
headline, loaded with keywords, more literal than journalistic phrases
URL
website address, include title of article or keywords
static URL
web address that does not change, no variable script
dynamic URL
generated from scripts and change over time, difficult to return to later
keyword research questions
topic, competitor terms, keyword generator, derivatives, google trends
long tail keywords
multi phrase search queries, more targeted, actual search queries
anchor text
link text
links
building blocks of social publishing
building links
1. publish related content and links across other sites, branded and social media
2. encourage other, unaffiliated sites to link to the brand's content
rank better if independent sites link to original and if sites are of high quality and relevance
linkwheels
increase the number of links back to a site, built on hub and spoke system that uses web properties as spokes to send one link to the home site and another link to the next property
backlink
trackback, when other sites link back to the content
link juice
link quantity
white hats
play by the rules of they system, provide good quality content with best use of keywords and tags, earned links at reputable sites, create site maps
gray hats
take some liberties with the system, keyword density beyond typical usage but below keyword stuffing, duplicate content at multiple sites and create link exchanges, three way linking, paid links
keyword stuffing
insertion of a superficially large number of keywords throughout a site's content and tags
link exchanges
sites agree to link with each other
three way linking
own sites link to each other in sequence and then back to the original site
black hats
manipulate the system by utilizing several tactics considered unethical
gateway pages
pages with real visitors are directed past
cloaking
display of misleading content to search engines
link farms
groups of websites that link to each other and pages with unrelated links solely for the purpose of creating more links to the targeted pages
power site
site with enormous readership, such as CNN.com
linkbaiting
careful crafting of a title that markets the content
hook
phrase that increases the liklihood that the intended audience will click, positions the content for the target audience
1. resource
2. contrary
3.humor
4. giveaway
5. research
resource hook
used in social news sites, refers to content written with the intent to be helpful to target audience
contrary hook
refutes some accepted belief
humor hook
shows that the content will entertain
giveaway hook
promises something for free
research hook
offers a claim about something important
share tools
plug ins that appear as clickable icons on a website and enable the viewer to bookmark or share the page with many social networking , social news, and social bookmarking sites
plug ins
third party applications that are added to a main site to add some form of functionality
RSS feed
tool to automatically feed new published content to subscribers
press release
announcement public relations professionals issue to the news media to let the public know of company developments
social media press release
announcement public relations professionals issue to the news media to let the public know of company developments, with optimized title, good keywords and tags, links to landing page, RSS options, share buttons, embeddable multimedia content
social news
share and promote news online, focused on content distribution, filters information
social bookmarking
save online bookmarks, shared, collective intelligence, focused on organization of content, filters informaiton
voting campaigns
voters are incentivized to vote for a news story
desirability of a community target
community focus, active users, traffic, activity of top users, comments, votes, frequency, terms of service, what would others say
sockpuppeting
people who take on a fictional identity when promoting content online