Fundamentals of conversation and influencer marketing for newspaper professionals. Presented 7/20/09 at Knight Digital Media workshop in Los Angeles.

1. Conversation Marketing

3. AOL Hell
Vincent Ferrari
June 20
June 21
June 23
June 24
June 26
July 14
Today

4. Marketing Tactics
Source: Elliance, Inc.

5. What You’re Looking For
 Search Visibility
 Persistent Links
 Content Syndication
 Word of Mouth
 Targeted Communities
 Conversation

6. People Streams
Source: Elliance, Inc.

7. Life of an Article
Source: Elliance, Inc.

8. Traffic strategies
 Link internally
 Use consistent domains
 Ask for “link love”
 Promote outbound links
 File a site map
 Register on bookmarking sites

9. Publish Everywhere it Makes Sense

10. Promote Your Content

11. Promote Others’ Recommendations

12. Credibility Through Validation
Source: Elliance, Inc.

13. Choose Appropriate Outlets
Source: Elliance, Inc.

14. Blogs Matter
Source: Elliance, Inc.

15. Engage Popular People

16. Stream It

17. The Power of RSS
Source: Elliance, Inc.

18. RSS Is For Machines, Not People

20. 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.

21. Track and Double Down

22. Use Third-Party Tools

23. Growth Will be Steady
Link Love
14,000 High interest event
12,000 Prominent magazine link
Prominent magazine
10,000 mention (no link)
8,000 Prominent blogger link
6,000
4,000
2,000
0
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46
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W
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W

24. Good and Bad Visibility
Source: Elliance, Inc.

25. Tricks of the trade
 Encourage and respond to comments
 Comment elsewhere
 Report
 Serialize
 Use themes
 Give stuff away
 Use Multiple Media

26. Widgets Extend Reach
Twitter –
Group text
Seekr – Displays Flickr –
messaging
photos matching Share
tags you enter photos from
your travels LinkedIn –
Contacts
Jaxtr – Readers Tag Clouds – network
can call you Quick visual map
without having of what you write
Meetup –
your phone about
Get
number together
with others
Google
Calendar –
MyBlogLog – when you’re Technorati
Readers engage available – Blog
with each other ranking
EasyWiFiRadar –
Find hot spots

27. 25% of SEO is On-Page Visible
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

28. 25% On-Page INvisible
Description
Keywords
Alt Images

29. And 75% is Word-of-Mouth