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Fundamentals of conversation and influencer marketing for newspaper professionals. Presented 7/20/09 at Knight Digital Media workshop in Los Angeles.
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Conversation Marketing
AOL Hell
June 20
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July 14
Today
Vincent Ferrari
Marketing Tactics
Source: Elliance, Inc.
What You’re Looking For
Search VisibilityPersistent LinksContent SyndicationWord of MouthTargeted CommunitiesConversation
People Streams
Source: Elliance, Inc.
Source: Elliance, Inc.
Life of an Article
Traffic strategies
Link internally Use consistent domains Ask for “link love” Promote outbound links File a site map Register on bookmarking sites
Publish Everywhere it Makes Sense
Promote Others’ Recommendations
Source: Elliance, Inc.
Credibility Through Validation
Choose Appropriate Outlets
Source: Elliance, Inc.
Source: Elliance, Inc.
Blogs Matter
Engage Popular People
Stream It
The Power of RSS
Source: Elliance, Inc.
RSS Is For Machines, Not People
Tracking success
Traffic – unique visitors vs. page views Technorati rankings RSS subscriptions Google linkto: and allinanchor: De.licio.us and Technorati tags Trackbacks WebsiteGrader, Xinu, Compete, Alexa, etc.
Track and Double Down
Use Third-Party Tools
Growth Will be Steady
Link Love
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Prominent blogger link
Prominent magazine link
High interest event
Prominent magazine mention (no link)
Good and Bad Visibility
Source: Elliance, Inc.
Tricks of the trade
Encourage and respond to comments Comment elsewhere Report Serialize Use themes Give stuff away Use Multiple Media
Widgets Extend Reach
EasyWiFiRadar – Find hot spots
Flickr – Share
photos from your travels
Seekr – Displays photos matching tags you enter
Jaxtr – Readers can call you
without having your phone
number
MyBlogLog – Readers engage with each other
Tag Clouds – Quick visual map of what you write
aboutMeetup –
Get together
with others
LinkedIn – Contacts network
Google Calendar –when you’re
available
Twitter – Group text messaging
Technorati – Blog ranking
25% of SEO is On-Page Visible
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
25% On-Page INvisible
Description
Keywords
Alt Images
And 75% is Word-of-Mouth