1. Awesome finds awesome!
Creating shareable content in a social SEO world.
Sean McGinnis
Principal - 312digital

2. About Me
VP Sales & Marketing - DotCO Law Marketing
Principal - 312digital
12 years digital marketing experience
Dad, Husband, Son, Golfer, Gadfly, Lawyer, Leader, Lunatic
Twitter – @SeanMcGinnis
Facebook - @SMcGinnis
LinkedIn - @SeanMcGinnis
312digital

3. Why worry about share-ability?
Impact to search. Coming together of Search & Social.
312digital

4. How else does shareability matter?
Massive traffic can come from direct share.
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5. 12 Most …
• July 26, 2011
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6. 12 Most …
• August 1, 2011
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7. 12 Most …
• February 12, 2012
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8. Don’t Just Share Your Own Work
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9. Go ahead and Re-Share!
• Ads of the world
took content from
Neutron. Re-
packaged it.
• Links to Ads of the
World Page = 471
• Links to Neutron
page ?
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10. Manage & Encourage Ongoing Re-Shares
• Ask for a link back if not provided.
• List yourself or site as creator of work.
• Embed links into content or other works. Many scrapers
take everything whole cloth, including links.
• Encourage sharing through social sharing buttons.
• Have an easy to find policy outlining and encouraging
sharing & re-use with attribution and links back.
• Build a kick-ass community (more on this later).
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11. What Types of Content Get Shared?
• Anecdotal examples from my personal Facebook sharing
habits.
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12. A Hilarious Spin
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13. Subtle (from a branding perspective)
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14. Flow Chart
• Can be very effective.
• Apply to both a B2C and B2B
context.
• Can be informative or
humorous.
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15. Cheeky
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16. Clarify the Complicated: With Style
• Hits home for
everyone who
spends any time in
social media.
• Funny, Rings
pretty true,
explanatory.
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17. Create a Meme
Or just participate in one
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18. 312digital

19. 312digital

20. 312digital

21. 312digital

22. About Us Page
Be Creative! Dare to try something different.
Hat tip to the amazing
@ShellyKramer
for the find & share on
her blog
http://www.v3im.com
312digital

23. User Generated
Yes, really.
People are now sharing all kinds of highly personal stuff online.
How can you leverage?
312digital

24. Create a list
243 Blog posts listed in this end of year round up
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25. Hold a contest
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26. Contests have multiple benefits
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27. …and more benefits.
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28. And even more benefits
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29. We don’t need no stinking ________!
• Let people BRAG!
• I bet we can come up with 20
right now!
• Brainstorm reasons to use a
badge with me!
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30. Give of yourself first
Does anyone remember the Blogroll these days?
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31. Engage in Your Community
Awesome isn’t JUST about sharing
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32. Take a position
• Taking a position feels SCARY
as a brand.
• Fear of alienating half your
constituents.
• Find safe ground to test it out.
• Stay away from religion &
politics, unless that is your
core.
• Will help clarify brand essence
and vision of business!
312digital

33. Show emotion
• Be human.
• Do NOT be afraid to do
something different!
• Speak with a human voice
(no matter the company).
• Be remarkable – that’s
what awesome is all
about!
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34. Appeal to the Human Condition
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35. Real Connections Matter
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36. Real Connections Matter
Asked two friends
same question via
Facebook message.
Two answers within
10 minutes.
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37. People Are Awesome!
• http://www.youtube.com/watch?v=Vo0Cazxj_yc
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38. Questions?
VP Sales & Marketing - DotCO Law Marketing
Principal - 312digital
12 years digital marketing experience
Dad, Husband, Son, Golfer, Gadfly, Lawyer, Leader, Lunatic
Twitter – @SeanMcGinnis PLEASE!
Connect with
Facebook - @SMcGinnis
Me!
LinkedIn - @SeanMcGinnis
312digital