Seth Lieberman

CEO Pangea Media / SnapApp.com

slieberman@pangeamedia.com

Twitter: @SethWLieberman

#pubappx

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"While the old Web was about sites, clicks and

eyeballs, the new Web is about communities,

participation and peering,"

-Don Tapscott, author of Wikinomics

ContentMarketing

AdsSocial

Goals

• Marketing Goals• Sales Goals• Content + Editorial

Vision

Strategy

Actions

Tactics

If you can’t measure you can’t repeat.

If you can’t repeat you can’t scale.

BE ANALYTICAL

“Plans are great. But missions are better. Missions survive when plans fail”

“Engagement”

Content is King

The King is Dead

Long Live the King

Content Types

• Now• Soon• Forever

“Game Mechanics”

Collaborative

Competitive / Comparative

Cash

Anatomy of Engagement

Don’t bury the lede Create reason to participate

Set the hook Make the participation interesting

Capture the value Drive the desired event

Deliver the payload Make it worth it

Use “Hourglass” Content

Image: Watercrest

Exposure

Viral

photo

Original photo credit: geile/leon

Facebook vs Your Website

What’s a “like” worth

Image credit digitalforreallife.com

Cross Pollination: Web + Social

Photo via Andy Mayer

• It takes the web and social to bear the most fruit• Mix and match content• Blend the experience, don’t box users in (or out)

What’s What on Facebook

• Timeline: Replaces the profile, makes historical status updates, Likes and app installs more visible.

• Ticker:  The Ticker replaces the "All Stories" vs "Top Stories" distinction that use to exist.  Now only high quality stories go on the News Feed, and everything else goes in the Ticker.  The Ticker is the firehose of data for everything your friends and the pages you subscribe to are doing and saying.  Everything goes into the ticker, but then the EdgeRank algorithm determines which things get promoted to appear in the News Feed.

• OpenGraph API: The OpenGraph API is a new way to manage “gestures” (i.e., like, read, listen to, cook, write, etc.), and permissions for posting about those gestures/actions that the user makes. The Ticker gives OpenGraph API something to post into other than your News Feed.

Drive Engagement Through a Funnel

Where

What

Why

Win

Anal

ytics

CustomLead Gen

Web FB twitter display mobile local

email

Case Study:

• 31,000 Entries• 78% Entry Rate• 20% Share Rate• 77% Marketing

Conversion

Case Study:

Have a plan

Measure your results

Be clever with your content

Cross pollinate

App.SnapApp.com/mediabistro

• Seth Lieberman• CEO Pangea Media / SnapApp.com• slieberman@pangeamedia.com• Twitter: @SethWLieberman• #pubappx