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Using Your Business Assets to Generate Stories

Slideshow about Using Your Business Assets to Generate Stories by theMediaFlow SEO Agency

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Using Your Business Assets to Generate Stories

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  1. EARNING LINKS Leveraging Assets, Tools and Process- Change to Create Genuine Stories by Nichola Stott

  2. “The best links are not paid, or exchanged after out-of-the-blue emails–the best links are earned and given by choice.” - Matt Cutts’ Blog - 2005

  3. MYTHS

  4. BUILD IT AND THEY WILL COME

  5. WE MADE A VIRAL VIDEO

  6. STAGES Distribution Ideation Creation

  7. What is newsworthy? AGENDA Ideation process – using business assets Operating frameworks Organisational change

  8. 82% Average visibility drop from the TOP 100 losers when Panda rolled out to the UK - SearchMetrics

  9. 3.1% of all queries impacted by penguin. (Google)

  10. the length of time it took iAquire to get back in the index after being accused of buying links (SEL)

  11. 73 is the position that Google Chrome dropped to for the term “browser” after giving themselves a PR penalty for a sponsored posts campaign (Danny Goodwin)

  12. 700,000 “notice of detection” emails sent via webmaster tools in Jan and Feb last year (Tiffany Oberoi – Google at SMX West)

  13. Audience Diversity Reinforces Brand Story Endearing

  14. WHAT IS NEWSWORTHY

  15. Quantifiable

  16. Emotive

  17. Social currency Triggers Ease for emotion Public Practical Value Stories Contagious – Why Things Catch On Professor Jonah Berger, Wharton Penn.

  18. Use real assets Uncover Stories Process Earn Resonate your with audience Placement

  19. Face to face interviews Qualitative Need Senior Buy-in Stakeholder groups

  20. Customer Experience Your USP - Voted best customer service - Highest retention rate

  21. PRODUCT STORIES

  22. AN EXAMPLE Set Demographics Set Screening Questions Survey Question

  23. Results 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Fully Prepared Not Prepared

  24. STORY The Business Daily 79% of business owners not ready for RTI A recent survey by Chartered accounting firm, Accountants and Co found that 79% of all business owners and employers surveyed are not yet ready for the new HMRC reporting requirements which came into effect on April 6th 2013. Under the RTI system, employers will be required to send data about PAYE, NIC and student loans every time they pay their employees, rather than just once a year on the P35 End of Year Return. HMRC is currently in the process of notifying employers their start date for RTI and some may have already recently received a notification. Accountants and Co. have released a ten-step checklist for business owners help assess their readiness for RTI.

  25. PRODUCT Needs a USP

  26. For Ubiquitous Products Press Release Distribution Ideation Creation

  27. Boring products can have human applications Can be service or policy related Take it to the human conclusion

  28. “A strong purpose and a sense of ethics give the company a solid foundation. In Innocent’s case the focus was on leaving the planet a little better than they found it.” Sir Richard Branson – Tips for Growing Your Small Business – Entrepreneur.com

  29. Holistic Marketing Strategies Create feel good stories Earn links Attract employees Attract customers Responsibility Inclusion Job satisfaction

  30. Genuine or backfire Needs to be intrinsic Policy before story

  31. “It is such a cliché: Don't just present data, tell a story. Yet it is rarely followed. We almost always present data.” Avinash Kaushik: Occam’s Razor

  32. Infographics Slides Mechanisms Data Graphs Visualisation

  33. “Rather than ‘big’ large volumes of data it’s actually about a third dimension – like velocity of that data” Ed Parsons – Google Head of Geo-Spatial Technology

  34. DATASTORIES

  35. Professor Ed Manley and James Cheshire of UCL Centre for Spatial Technology

  36. META-METRIC – SALES PER HOUR

  37. 35 30 25 20 15 10 5 0 06-Nov 13-Nov 20-Nov 27-Nov 04-Dec 11-Dec 18-Dec 25-Dec 05-Feb 12-Feb 01-Jan 08-Jan 15-Jan 22-Jan 29-Jan 02-Oct 09-Oct 16-Oct 23-Oct 30-Oct 11-Sep 18-Sep 25-Sep

  38. Don’t Discount an infographic because everyone else does; just tell a better story

  39. Transmission or receipt of the materials in this presentation or information herein does not constitute legal advice.

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