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Social Media: Content & Promotion By @ JordanKasteler

Social Media: Content & Promotion By @ JordanKasteler. Social Sharing by Medium. Facets of Social Media. Email / IM Sharing. Email / IM Sharing Tools. Social Network Sharing. Social News Sharing. Facebook Sharing. Social Media Growth. Social Demographics. What is Linkbait ?.

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Social Media: Content & Promotion By @ JordanKasteler

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  1. Social Media: Content & Promotion By @JordanKasteler

  2. Social Sharing by Medium

  3. Facets of Social Media

  4. Email / IM Sharing

  5. Email / IM Sharing Tools

  6. Social Network Sharing

  7. Social News Sharing

  8. Facebook Sharing

  9. Social Media Growth

  10. Social Demographics

  11. What is Linkbait? Social media content, aka linkbait, is a form of content that people will notice and link to from their sites or share with friends. • Content that is too interesting NOT to read • Makes people feel something • Provides for effortless transfer to others • Makes other want to share

  12. Linkbait Content Forms of Media: Types of Content: • Articles • Infographics • Widgets • Quizzes • Videos • etc • Lists • News • Rants • Interviews • Parodies • Satire • Predictions • Comparisons • Polls • Surveys • Resources • How-to Guides

  13. Benefits • TRAFFIC • Ad Revenue • VISIBILITY • Branding / Buzz • Links / Social Signals • Search Rankings • Leads / Sales • STICKINESS • Subscribers (newsletters / email / RSS) • Return Visitors

  14. Benefits - Traffic • 3 Levels of Traffic: • 1. SOCIAL • High Traffic #s • High Bounce Rate • Low Time on Site/Page • Low Conversion • 2. LINK • More Relevant Traffic • 3. SEARCH • Highly Relevant Traffic • High Conversion

  15. Benefits - Links • “A rising tide raises all boats”

  16. Case Study Title: Amazing Photos: Big Results from Compact Cameras Unique Visits: 200k+ Inbound Links: ~200 (LiveScience, MSNBC) Popular on:Digg, StumbleUpon, Mixx, Yahoo! Buzz, and Kirtsy SERP Results: Compact Cameras, Amazing Photos from Compact Cameras, Compact Camera Photos, Compact Camera Results Keywords: Compact Cameras - #14 Amazing Photos from Compact Cameras - #1 Compact Camera photos - #9 Compact Camera Results - #3

  17. Creating Linkbait

  18. Audience What is Linkbait • Who do you want to relate to? • Why would they care? • What would make them likely to spread your idea?

  19. Audience

  20. Hooks What is Linkbait Content Angle

  21. Process What is Linkbait Brainstorming Research Development Publication Promotion

  22. 1. Brainstorming What is Linkbait • Topic/Subject • Type of content • Angles

  23. 1. Brainstorming What is Linkbait Titles & Description Keywords + Emotional Response

  24. 1. Brainstorming What is Linkbait Titles & Description • Use action words – verbs! • Verbs encourage readership and guides them.  You can use words like: • Discover • Find • Get • Learn • Join • See • Read • Etc

  25. 1. Brainstorming What is Linkbait Titles & Description • Headlines elicit vote • Create Curiosity • Tap into emotions (worry, fear, frustration, anger, etc) • Set expectations (WIIFM?) • Tip: Fear of loss is a greater motivator than desire to gain! That means people are more often motivated by missing out on something than they are by the thought of gaining that same thing.

  26. 2. Research What is Linkbait • Is the subject relevant, interesting, and timely? • Find additional information to aid your content. Verify sources. • Has it been done before? • If so, what value can you add, revise, etc?

  27. 3. Development What is Linkbait Copy Structure Style Layout

  28. 3. Development What is Linkbait Copy Length • Break up your content into sections to make long content seem shorter. • Explain each key idea or section as succinctly as possible while also being thorough. • Make every sentence count.  • News: • 300-500 words • Insightful Article: • 750-1,000 words • Evergreen Resource: • As long as it needs to be fully comprehensive

  29. 3. Development What is Linkbait Structure

  30. 3. Development What is Linkbait Style • Break up content visually • Create a visual hierarchy • Make it skimmable • Headers • Whitespace • Consistency • Bulleted/Numbered Lists

  31. 3. Development What is Linkbait • Supportive media: • Vivid imagery • Screenshots • Videos • Links

  32. 4. Publication What is Linkbait • Easy to link to • Easy to share Don’t use link code to link somewhere irrelevant or unintended by endorserDon’t use off-topic, irrelevant, or spammy keywords in link code

  33. 5. Promotion

  34. 5. Promotion • 4-line postings see a 30% increase in engagement over average posts. • 5-line postings see a 60% increase in engagement over average posts. • Sharing own thoughts and analysis get 40% more Likes.

  35. Timing • Days of Week: • Sunday (best engagement – 25% more Likes / 8% more comments) • Wednesday, Thursday, and Saturday (get up to 85% more clicks on links) • Time of Day: • 7-8am (up to 40% more engagement) • 10am • 5pm

  36. Timing

  37. Link Half-Life Half-Life = The time it takes a link to receive half the clicks it will ever receive after it’s reached its peak 3 Hours

  38. Resources What is Linkbait Headline Formulas http://socialmediaworkbook.com/wp-content/uploads/102-headline-formulas.pdf Linkbait Ideashttp://www.portentinteractive.com/tom/230-link-bait-ideas.pdf

  39. Thank You! Jordan Kasteler JKasteler@BlueGlass.com @JordanKasteler

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