Fake News, Audience Targeting and the Death of the 4th Estate

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Search Influence’s CEO and Co-founder Will Scott unpacks the mystery of content marketing in the age of audience targeting. Knowing whom to target with what has already become the most important skill of political marketers, and you can do it, too!

Marketing

Confidential, Property of Search Influence, LLC © 2017
Fake News,
Audience Targeting
And The Death of
The 4th Estate
Will Scott
CEO & Co-Founder
Engage Conference SEMpdx 2017
@searchinfluence
si.ly/engage-2017

THE MOST IMPORTANT THING IN
BUSINESS IS SINCERITY…
IF YOU CAN FAKE THAT, YOU’VE
GOT IT MADE.
Source: Google Webmaster Guidelines@searchinfluence @w2scott
si.ly/engage-2017

@searchinfluence @w2scott si.ly/engage-2017

Confidential, Property of Search Influence, LLC © 2017@searchinfluence @w2scott
WHY BUY
INFLUENCE
WHEN YOU
CAN STEAL
IT?
si.ly/engage-2017

TRADITIONAL
MEDIA
TAILSPIN
@searchinfluence @w2scott si.ly/engage-2017

Image Credit: “Nose Dive”, from Joe.@searchinfluence @w2scott
si.ly/engage-2017

DECLINE IN
PRINT/NEWSPAPER
INCREASE IN DIGITAL
@searchinfluence @w2scott si.ly/engage-2017

TRADITIONAL
MEDIA IS
SELLING OUT
@searchinfluence @w2scott si.ly/engage-2017

@searchinfluence
SPONSORED
ARTICLE
@searchinfluence

MEDIA LINES
ARE BLURRED
@searchinfluence @w2scott si.ly/engage-2017

OVERALL RANKING FACTORSMASHABLE
@searchinfluence @w2scott

OVERALL RANKING FACTORSMASHABLE
SPONSOR TAG VERY INCONSPICUOUS
@searchinfluence @w2scott si.ly/engage-2017

Confidential, Property of Search Influence, LLC © 2017@searchinfluence @w2scott si.ly/engage-2017

EVEN MORE
IMPORTANT
TO KNOW
YOUR AUDIENCE
@searchinfluence @w2scott si.ly/engage-2017

CHANNEL YOUR
TARGET CUSTOMER:
“WHO BUYS MY
PRODUCT OR SERVICE?”
@searchinfluence @w2scott si.ly/engage-2017

BARNACLE SEO
RE-INTRODUCTION
@searchinfluence @w2scott si.ly/engage-2017

Confidential, Property of Search Influence, LLC © 2017
Barnacle SEO
Attaching oneself to a large fixed object and waiting
for the customers to float by in the current
@searchinfluence @w2scott
si.ly/engage-2017

SEO IS
DEAD…
AGAIN
@searchinfluence @w2scott

CORRUPTIBLE MEDIA
MAKE YOUR OWN "NEWS"
@searchinfluence @w2scott si.ly/engage-2017

OVERALL RANKING FACTORS
BUZZFEED
@searchinfluence

CONTENT
AMPLIFICATION
NETWORKS
@searchinfluence @w2scott si.ly/engage-2017

POLAR
Confidential, Property of Search Influence, LLC © 2017@searchinfluence @w2scott

@searchinfluence @w2scott
NATIVO
Confidential, Property of Search Influence, LLC © 2017
si.ly/engage-2017

@searchinfluence @w2scott
TABOOLA
Confidential, Property of Search Influence, LLC © 2017

@searchinfluence @w2scott
YAHOO!
GEMINI
Confidential, Property of Search Influence, LLC © 2017
si.ly/engage-2017

THE DEATH OF
NATIVE SOCIAL
@searchinfluence @w2scott si.ly/engage-2017

YOU DON'T OWN FACEBOOK
@searchinfluence @w2scott si.ly/engage-2017

SPONSORED
CONTENT
@searchinfluence @w2scott si.ly/engage-2017

PROMOTION VIA NON-BRANDED
“INTEREST” PAGE
FACEBOOK PROMOTION
● 9,655 paid impressions
● 16 organic impressions
● 383 clicks
● 222 engagements
● 3.97% CTR
● $0.37 CPC
● $140.42 total spend
@searchinfluence @w2scott

FACEBOOK PROMOTION
● 6,123 paid impressions
● 7,434 organic impressions
● 366 clicks
● 211 engagements
● 5.98% CTR
● $0.07 CPC
● $25.00 total spend
PROMOTION OF PODCAST
ON AUTHORITATIVE
INDUSTRY SITE
@searchinfluence @w2scott si.ly/engage-2017

FACEBOOK PROMOTION
● 15,734 paid impressions
● 14,282 organic
impressions
● 1,644 clicks
● 1,508 engagements
● 5.51% CTR
● $0.12 CPC
● $200 total spend
PROMOTION OF NEWS
COVERAGE
@searchinfluence @w2scott si.ly/engage-2017

FAKE NEWS
@searchinfluence @w2scott si.ly/engage-2017

Confidential, Property of Search Influence, LLC © 2017@searchinfluence si.ly/engage-2017

‘MERICA
@searchinfluence @w2scott si.ly/engage-2017

THANK YOU!
Will Scott
Search Influence
935 Gravier St STE 1300
New Orleans LA 70112-1608
(504) 208-3900
si.ly/engage-2017

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Fake News, Audience Targeting and the Death of the 4th Estate

1. Confidential, Property of Search Influence, LLC © 2017 Fake News, Audience Targeting And The Death of The 4th Estate Will Scott CEO & Co-Founder Engage Conference SEMpdx 2017 @searchinfluence si.ly/engage-2017

2. THE MOST IMPORTANT THING IN BUSINESS IS SINCERITY… IF YOU CAN FAKE THAT, YOU’VE GOT IT MADE. Source: Google Webmaster Guidelines@searchinfluence @w2scott si.ly/engage-2017

3. @searchinfluence @w2scott si.ly/engage-2017

4. @searchinfluence @w2scott

5. @searchinfluence @w2scott

6. @searchinfluence @w2scott si.ly/engage-2017

7. @searchinfluence @w2scott si.ly/engage-2017

8. @searchinfluence @w2scott si.ly/engage-2017

10. TRADITIONAL MEDIA TAILSPIN @searchinfluence @w2scott si.ly/engage-2017

11. Image Credit: “Nose Dive”, from Joe.@searchinfluence @w2scott si.ly/engage-2017

12. DECLINE IN PRINT/NEWSPAPER INCREASE IN DIGITAL @searchinfluence @w2scott si.ly/engage-2017

13. @searchinfluence @w2scott si.ly/engage-2017

14. @searchinfluence @w2scott si.ly/engage-2017

15. @searchinfluence @w2scott si.ly/engage-2017

16. TRADITIONAL MEDIA IS SELLING OUT @searchinfluence @w2scott si.ly/engage-2017

17. BIG MEDIA WANTS YOU @searchinfluence

18. @searchinfluence SPONSORED ARTICLE @searchinfluence

19. SPONSORED ARTICLE @searchinfluence

20. SPONSORED CONTENT @searchinfluence

21. SPONSORED CONTENT @searchinfluence

22. IRONY @searchinfluence

23. MEDIA LINES ARE BLURRED @searchinfluence @w2scott si.ly/engage-2017

24. OVERALL RANKING FACTORSMASHABLE @searchinfluence @w2scott

25. OVERALL RANKING FACTORSMASHABLE SPONSOR TAG VERY INCONSPICUOUS @searchinfluence @w2scott si.ly/engage-2017

26. @searchinfluence @w2scott si.ly/engage-2017

28. @searchinfluence @w2scott si.ly/engage-2017

29. EVEN MORE IMPORTANT TO KNOW YOUR AUDIENCE @searchinfluence @w2scott si.ly/engage-2017

30. CHANNEL YOUR TARGET CUSTOMER: “WHO BUYS MY PRODUCT OR SERVICE?” @searchinfluence @w2scott si.ly/engage-2017

31. BARNACLE SEO RE-INTRODUCTION @searchinfluence @w2scott si.ly/engage-2017

32. Confidential, Property of Search Influence, LLC © 2017 Barnacle SEO Attaching oneself to a large fixed object and waiting for the customers to float by in the current @searchinfluence @w2scott si.ly/engage-2017

33. @searchinfluence

34. SEO IS DEAD… AGAIN @searchinfluence @w2scott

35. CORRUPTIBLE MEDIA MAKE YOUR OWN "NEWS" @searchinfluence @w2scott si.ly/engage-2017

36. OVERALL RANKING FACTORS BUZZFEED @searchinfluence

37. @searchinfluence @w2scott si.ly/engage-2017

38. @searchinfluence @w2scott si.ly/engage-2017

39. MEDIUM @searchinfluence

40. @searchinfluence @w2scott si.ly/engage-2017

41. EXTRA NEWSFEED @searchinfluence

42. @searchinfluence @w2scott si.ly/engage-2017

43. CONTENT AMPLIFICATION NETWORKS @searchinfluence @w2scott si.ly/engage-2017

48. THE DEATH OF NATIVE SOCIAL @searchinfluence @w2scott si.ly/engage-2017

49. YOU DON'T OWN FACEBOOK @searchinfluence @w2scott si.ly/engage-2017

50. @searchinfluence @w2scott si.ly/engage-2017

51. SPONSORED CONTENT @searchinfluence @w2scott si.ly/engage-2017

52. PROMOTION VIA NON-BRANDED “INTEREST” PAGE FACEBOOK PROMOTION ● 9,655 paid impressions ● 16 organic impressions ● 383 clicks ● 222 engagements ● 3.97% CTR ● $0.37 CPC ● $140.42 total spend @searchinfluence @w2scott

53. FACEBOOK PROMOTION ● 6,123 paid impressions ● 7,434 organic impressions ● 366 clicks ● 211 engagements ● 5.98% CTR ● $0.07 CPC ● $25.00 total spend PROMOTION OF PODCAST ON AUTHORITATIVE INDUSTRY SITE @searchinfluence @w2scott si.ly/engage-2017

54. FACEBOOK PROMOTION ● 15,734 paid impressions ● 14,282 organic impressions ● 1,644 clicks ● 1,508 engagements ● 5.51% CTR ● $0.12 CPC ● $200 total spend PROMOTION OF NEWS COVERAGE @searchinfluence @w2scott si.ly/engage-2017

55. FAKE NEWS @searchinfluence @w2scott si.ly/engage-2017

57. @searchinfluence @w2scott si.ly/engage-2017

59. @searchinfluence @w2scott si.ly/engage-2017

60. @searchinfluence si.ly/engage-2017

61. @searchinfluence @w2scott si.ly/engage-2017

62. ‘MERICA @searchinfluence @w2scott si.ly/engage-2017

63. @searchinfluence @w2scott si.ly/engage-2017

64. @searchinfluence @w2scott si.ly/engage-2017

65. @searchinfluence @w2scott si.ly/engage-2017

66. @searchinfluence @w2scott si.ly/engage-2017

67. THANK YOU! Will Scott Search Influence 935 Gravier St STE 1300 New Orleans LA 70112-1608 (504) 208-3900 si.ly/engage-2017