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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!

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

  1. 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. 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. 3. @searchinfluence @w2scott si.ly/engage-2017
  4. 4. @searchinfluence @w2scott
  5. 5. @searchinfluence @w2scott
  6. 6. @searchinfluence @w2scott si.ly/engage-2017
  7. 7. @searchinfluence @w2scott si.ly/engage-2017
  8. 8. @searchinfluence @w2scott si.ly/engage-2017
  9. 9. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @w2scott WHY BUY INFLUENCE WHEN YOU CAN STEAL IT? si.ly/engage-2017
  10. 10. TRADITIONAL MEDIA TAILSPIN @searchinfluence @w2scott si.ly/engage-2017
  11. 11. Image Credit: “Nose Dive”, from Joe.@searchinfluence @w2scott si.ly/engage-2017
  12. 12. DECLINE IN PRINT/NEWSPAPER INCREASE IN DIGITAL @searchinfluence @w2scott si.ly/engage-2017
  13. 13. @searchinfluence @w2scott si.ly/engage-2017
  14. 14. @searchinfluence @w2scott si.ly/engage-2017
  15. 15. @searchinfluence @w2scott si.ly/engage-2017
  16. 16. TRADITIONAL MEDIA IS SELLING OUT @searchinfluence @w2scott si.ly/engage-2017
  17. 17. BIG MEDIA WANTS YOU @searchinfluence
  18. 18. @searchinfluence SPONSORED ARTICLE @searchinfluence
  19. 19. SPONSORED ARTICLE @searchinfluence
  20. 20. SPONSORED CONTENT @searchinfluence
  21. 21. SPONSORED CONTENT @searchinfluence
  22. 22. IRONY @searchinfluence
  23. 23. MEDIA LINES ARE BLURRED @searchinfluence @w2scott si.ly/engage-2017
  24. 24. OVERALL RANKING FACTORSMASHABLE @searchinfluence @w2scott
  25. 25. OVERALL RANKING FACTORSMASHABLE SPONSOR TAG VERY INCONSPICUOUS @searchinfluence @w2scott si.ly/engage-2017
  26. 26. @searchinfluence @w2scott si.ly/engage-2017
  27. 27. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @w2scott si.ly/engage-2017
  28. 28. @searchinfluence @w2scott si.ly/engage-2017
  29. 29. EVEN MORE IMPORTANT TO KNOW YOUR AUDIENCE @searchinfluence @w2scott si.ly/engage-2017
  30. 30. CHANNEL YOUR TARGET CUSTOMER: “WHO BUYS MY PRODUCT OR SERVICE?” @searchinfluence @w2scott si.ly/engage-2017
  31. 31. BARNACLE SEO RE-INTRODUCTION @searchinfluence @w2scott si.ly/engage-2017
  32. 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. 33. @searchinfluence
  34. 34. SEO IS DEAD… AGAIN @searchinfluence @w2scott
  35. 35. CORRUPTIBLE MEDIA MAKE YOUR OWN "NEWS" @searchinfluence @w2scott si.ly/engage-2017
  36. 36. OVERALL RANKING FACTORS BUZZFEED @searchinfluence
  37. 37. @searchinfluence @w2scott si.ly/engage-2017
  38. 38. @searchinfluence @w2scott si.ly/engage-2017
  39. 39. MEDIUM @searchinfluence
  40. 40. @searchinfluence @w2scott si.ly/engage-2017
  41. 41. EXTRA NEWSFEED @searchinfluence
  42. 42. @searchinfluence @w2scott si.ly/engage-2017
  43. 43. CONTENT AMPLIFICATION NETWORKS @searchinfluence @w2scott si.ly/engage-2017
  44. 44. POLAR Confidential, Property of Search Influence, LLC © 2017@searchinfluence @w2scott
  45. 45. @searchinfluence @w2scott NATIVO Confidential, Property of Search Influence, LLC © 2017 si.ly/engage-2017
  46. 46. @searchinfluence @w2scott TABOOLA Confidential, Property of Search Influence, LLC © 2017
  47. 47. @searchinfluence @w2scott YAHOO! GEMINI Confidential, Property of Search Influence, LLC © 2017 si.ly/engage-2017
  48. 48. THE DEATH OF NATIVE SOCIAL @searchinfluence @w2scott si.ly/engage-2017
  49. 49. YOU DON'T OWN FACEBOOK @searchinfluence @w2scott si.ly/engage-2017
  50. 50. @searchinfluence @w2scott si.ly/engage-2017
  51. 51. SPONSORED CONTENT @searchinfluence @w2scott si.ly/engage-2017
  52. 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. 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. 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. 55. FAKE NEWS @searchinfluence @w2scott si.ly/engage-2017
  56. 56. Confidential, Property of Search Influence, LLC © 2017@searchinfluence @w2scott si.ly/engage-2017
  57. 57. @searchinfluence @w2scott si.ly/engage-2017
  58. 58. Confidential, Property of Search Influence, LLC © 2017@searchinfluence si.ly/engage-2017
  59. 59. @searchinfluence @w2scott si.ly/engage-2017
  60. 60. @searchinfluence si.ly/engage-2017
  61. 61. @searchinfluence @w2scott si.ly/engage-2017
  62. 62. ‘MERICA @searchinfluence @w2scott si.ly/engage-2017
  63. 63. @searchinfluence @w2scott si.ly/engage-2017
  64. 64. @searchinfluence @w2scott si.ly/engage-2017
  65. 65. @searchinfluence @w2scott si.ly/engage-2017
  66. 66. @searchinfluence @w2scott si.ly/engage-2017
  67. 67. 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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