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Seth Lieberman
CEO Pangea Media / SnapApp.com
slieberman@pangeamedia.com
Twitter: @SethWLieberman
#pubappx
"While the old Web was
  about sites, clicks and
 eyeballs, the new Web is
   about communities,
participation and peering,"
             -Don Tapscott, author of Wikinomics




                                                   2
Content
Marketing
   Ads
  Social
Goals



 Vision
               • Marketing Goals
               • Sales Goals
               • Content + Editorial
Strategy


Tactics

Actions
BE ANALYTICAL


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

 If you can’t repeat
   you can’t scale.
“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


Exposure



                        Viral


                                Image: Watercrest
Facebook vs Your Website




          photo




                       Original photo credit: geile/leon
What’s a “like” worth




                        Image credit digitalforreallife.com
Cross Pollination: Web + Social




    • 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)



Photo via Andy Mayer
Seth Lieberman
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     Web   FB   twitter           display        mobile   local
s
c
i
t




         What
y
l




                                                     Custom
a




         Why                            email
                                                    Lead Gen
n
A




          Win
Case Study:
Case Study:
•   31,000 Entries
•   78% Entry Rate
•   20% Share Rate
•   77% Marketing
    Conversion
Seth Lieberman
Seth Lieberman
SOCIAL LUMAscape
          Social Marketing Management                  URL Shorteners                   Stream Platforms                      Twitter Apps




           Social Publishing Platforms
                                                                                     Content Curation
                                                            Analytics

                                                                                                                           Facebook Apps
           Social Promotion Platforms
                                                                                     Social Commerce
                                                                                        Platforms


M                  Social Advertising Platforms                                                                        Facebook Gaming                                C
A                                                                                                                                                                     O
R                                                                                                                                                                     N
K                Social Ad Networks                                          Social Data                                     Social Search                            S
E                                                                                                                                                                     U
                                                                         Social TV                                    Social Networks - Other
T          Social Intelligence                     Social
                                                  Scoring                                                                                                             M
E                                                                                                                                                                     E
R
                                                                        Social/Mobile
                                                                        Apps & Games
                                                                                                  Social Shopping           Content Sharing (Reviews/Q&A/Docs)
                                                                                                                                                                      R
                                                  Blogging
        Social Business Software
                                                  Platforms                                        Social Referral                  Photo Sharing

       External (Customer) Facing
                                                                                                        Plug-ins/Widgets                Traditional Publishers
                                                                         Community
                                                                          Platforms
       Internal (Employee) Facing




                                                                    Denotes acquired company                                               © LUMA Partners LLC 2011
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

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Seth Lieberman

  • 1. Seth Lieberman CEO Pangea Media / SnapApp.com slieberman@pangeamedia.com Twitter: @SethWLieberman #pubappx
  • 2. "While the old Web was about sites, clicks and eyeballs, the new Web is about communities, participation and peering," -Don Tapscott, author of Wikinomics 2
  • 3. Content Marketing Ads Social
  • 4. Goals Vision • Marketing Goals • Sales Goals • Content + Editorial Strategy Tactics Actions
  • 5. BE ANALYTICAL If you can’t measure you can’t repeat. If you can’t repeat you can’t scale.
  • 6. “Plans are great. But missions are better. Missions survive when plans fail”
  • 8. Content is King The King is Dead Long Live the King
  • 9. Content Types • Now • Soon • Forever
  • 11. 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
  • 12. Use “Hourglass” Content Exposure Viral Image: Watercrest
  • 13. Facebook vs Your Website photo Original photo credit: geile/leon
  • 14. What’s a “like” worth Image credit digitalforreallife.com
  • 15. Cross Pollination: Web + Social • 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) Photo via Andy Mayer
  • 17. 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.
  • 18. Drive Engagement Through a Funnel Where Web FB twitter display mobile local s c i t What y l Custom a Why email Lead Gen n A Win
  • 20. Case Study: • 31,000 Entries • 78% Entry Rate • 20% Share Rate • 77% Marketing Conversion
  • 23. SOCIAL LUMAscape Social Marketing Management URL Shorteners Stream Platforms Twitter Apps Social Publishing Platforms Content Curation Analytics Facebook Apps Social Promotion Platforms Social Commerce Platforms M Social Advertising Platforms Facebook Gaming C A O R N K Social Ad Networks Social Data Social Search S E U Social TV Social Networks - Other T Social Intelligence Social Scoring M E E R Social/Mobile Apps & Games Social Shopping Content Sharing (Reviews/Q&A/Docs) R Blogging Social Business Software Platforms Social Referral Photo Sharing External (Customer) Facing Plug-ins/Widgets Traditional Publishers Community Platforms Internal (Employee) Facing Denotes acquired company © LUMA Partners LLC 2011
  • 24. Have a plan Measure your results Be clever with your content Cross pollinate
  • 25. App.SnapApp.com/mediabistro • Seth Lieberman • CEO Pangea Media / SnapApp.com • slieberman@pangeamedia.com • Twitter: @SethWLieberman • #pubappx