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BRAVENEWWORLDNUMBER1WINTER2013AWHITEPAPERFROMTHINKGLINKMEDIAReachingCustomersThroughtheInternetOVERVIEWTeInternethaschangedeverything.Musicbooksshoppingbankingnewsnetworkingsharingeverything.AddmarketragmentationandmobiletechnologyanditsaBraveNewWorld.Unortunatelyitcomeswithnewchallengesnewproblems.LikeHowdoIreachmycustomersTatusedtobeeasy.Broadcastprintdirectresponseprovenmethodsthatcompaniesusedtobuildbrandawarenessandgeneratesales.Buttimeshavechanged.Vhasragmentednewspapersaregoingoutobusinessandunsolicitedemailisavoidedatallcosts.ClearlytheInternetisthenewmediabutevenithasevolved.Inthebeginningitwasallabouteyeballs.Websiteswerecreatedasadplatorms.Tegoalwastoattractasmanyvisitorsaspossibleitdidntmatteritheywerereallyinterestedinthecontentonthesiteornotsucktheminbyhookorbycrook.Morevisitorsmoremoney.Whenadvertisersrealizedtheywerepayingalotoreyeballsthathadlittleornointerestintheirproductstheyswitchedtopayingonlyorclick-throughs.Betterbuttheaverageclick-throughrateCRhasplummetedrom3to.03asInternetusershavebecomenumbtoadsclickableornot.1WherearewenowMostInternettrafcishitandmissalotoitgamedthroughSEOadshavebecomealmostuseless.Tradionaladversingdoesntworkanymore.TheInternethaschangedtoo.Eyeballsandclickthroughsarenolongerefecve. BRAVENEWWORLDNumber1BUILDINGACOMMUNITYTecommunitymodelisthenextstageinInternetmarketing.WhatisacommunityAgroupopeoplethatshareacommoninterest.Tescopeoacommunitycanbeasbroadasretirementplanningwhichincludesmanypeopleorasnarrowasscubadivingonlyaew.Inbothcasescommunitymemberslookoronlineresourcesthathelpthemaccomplishtheirgoalsorenjoytheiravoritepastimes.2Bysponsoringacommunityrelatedtoyourproductyoucreateaplatormwherepeoplecometogethertoexplorelearnandshare.Makingthesiteengagingandhelpulisthekey.Publishmeaningulstoriesandvideos.Letvisitorscommentanddiscuss.Engageexpertsandoerpracticaladvice.Conductsurveysandcontests.Getpeopleinvolved.Itsnotaboutpitchingproductsitsaboutprovidingvaluableinormation.Itsaboutbuildingcredibilityandtrust.InthisscenarioSEOisusedsimplytobringnewpeopletothesite.Itheylikeitiithelpsthemtheyllcomeback.Itsthatsimple.Tatishowanonlinecommunityisbuiltonevisitoratatime.IsyourproducteaturedonthesiteOcourseitis.Butnotinthecontent.Tecontentisnotaboutproduct.Blogsvideoswebinarsebooksorumsthecontentistheretohelpvisitorssolveproblemsunderstandoptionsmakedecisions.Itheytrustyourcontenttheywilltrustyourproducts.Socialmedialikewitterisusedtostartconversationsandgetpeopletalkingaboutproblemsandsolutionsallowhichisspecifcallyaddressedinyourcontent.Tatdrivespeopletoyourwebsite.Wheretheygetgoodinormation.Andseeyourproducts.Itsprettysimpleinsteadowastingmoneyonadsthatdontworkspenditonhelpingyourcustomersbybuildinginormativeengagingcommunity-orientedsiteswheretheycanfndanswerstotheirquestions.Teywillleveragetheresourcesyouprovideandthankyouorit.Teyremorelikelytobuyyourproductitheythinkyouhavehelpedthemthanitheyseeyouradinthepaper.TecommunitymodelismorecomplexbutmoreeectiveyoucanbuildacommunitythateaturesonlyyourcontentmorepredictableyourenotheldhostagetotheSEOarmsraceandultimatelymorepowerulyouarenotjustsellingtoyourcustomersyouarehelpingthembuildingcredibilityandtrust.Itsanewwaytoestablishyourcredibilityshowyouwanttoengageandproveyourcommitmenttohelpingyourcustomers.Tatswhatwillcreatecustomerloyalty.Indeedcustomersorlie.Itsallaboutbuildingcredibilityandtrust.Communiesarethenextbigthing.2 THENEWLANDSCAPEFromamarketingperspectivethecommunitylandscapeismadeupothreemainpiecescontentSEOandsocialmedia.Allplayaroleinbuildingandmaintainingacommunity.ContentbringspeoplebackagainandagainSEOandsocialmediabringnewpeopletothesite.SEOisotenportrayedastheHolyGrailoInternetmarketingandaninordinateamountotimeandenergygoesintogamingsearchengines.ButSEOisajustapartobuildingacommunitynotastrategyinandoitsel.Bringingnewpeopletoacommunitysiteisimportantbutthemostvaluablenewvisitorsarereerralsromexistingcommunitymembersdirectlyorthroughsocialmedia.Teycomebydefnitionwithaninterestinthecommunityandapositivepredisposition.Iyouareateranyoneandeveryonei.e.youwanttobuildtracindiscriminatelybecauseyoursiteisanadplatormandyouaresellingeyeballsorclick-throughsthenSEOiscriticalbutiyouareonlyaterpeoplelikelytojoinyourcommunitySEOisonlyoneoseveraltoolsandnotthemostimportant.3SEOisapartofthenewlandscapebutitisnotthemostimportantfactor.SEOSocialMediaCONTENT3AWHITEPAPERFROMTHINKGLINKMEDIA QUALITYCONTENTISTHEKEYSEOandsocialmediagetalltheheadlinesbuttheheartoacommunityishighqualitycontent.Tatswhatbringspeoplebackagainandagainandkeepsthemonthesite.Itswhatpeopletalkaboutonsocialmediaitswhatthesearchengineslookorespeciallynow.4Itsnothardtodefnequality.Itsexactlywhatyouwouldexpect.Ivisitorsfndactualerrorsthecredibilityoasitegoestozero.Ithecontentisnotengagingewwillslogthroughit.Iitsnottimelyandrelevantnoonewillevenlookatit.Creatinghighqualitycontentisnotsimpleoreasy.Research.Interviews.Writing.Copyediting.Fact-checking.Photos.Graphics.Ittakestimetodoitrightandpeoplenoticeiitsnot.YoucangetnewvisitorsthroughSEOandsocialmediabutyoucantbuildacommunityonone-timevisitors.BewareTeperceivedvalueothecontentwilldrivetheperceivedvalueoyourproduct.Iyoupostpoorqualitycontentespeciallyinaccurateinormationthenvisitorswillthinkyourproductorserviceispoorqualitytoo.Tetwogohandinhandiyourenotreadytomaketheinvestmentinqualitycontentdontdoitall.Tereareothercomponentstosuccessulonlinecommunitiesincludingsitedesignmobile-readinessandlinkingwithotherkeycommunityresourcesbutcontentisthekey.Getthatwrongandnothingcansaveyou.Qualitymeansmanythings.EngagingTimelyRelevantHelpfulBalancedTrust-WorthyThequalityofyourcontentreectsonyourproduct.AccurateEngagingRelevantTimelyHelpfulBalancedSubstanveBRAVENEWWORLDNumber14 PROOFOFCONCEPTHowdoweknowthismodelworksBecausewehavecustomerswhodoexactlywhatwehavedescribedandtheyhavebuiltdynamicgrowingcommunities.Overthelast18monthswebuiltacommunityaroundPersonalFinanceforoneofourclients.Tesitehasreachedalmost75000uniquevisitorsmonthandstillgrowingmanyofwhichengageincontestssocialmediaandothercommunityactivities.TisclientfeaturestheirproductsincontextnexttobutnotinthecontentthatvisitorscomeforHowoWhatDoesitMeanetc..Forthesamecustomerwehaveachievedanalmost11ratiooftweetsretweetsfortheaccountandthetotalUNIQUEMONTHLYVISITORSTWITTERFOLLOWERSTrafcacceleratesasthesitegainstracon.131415161718MONTH131415161718MONTH3500300025008000060000400002000005AWHITEPAPERFROMTHINKGLINKMEDIA reachhasexpandedrapidlytoover1.5millionmonthprovingthesocialmediastrategyisconnectingwithkeyplayerswithstrongpresence.Tesenumbersaremodestbuttheyprovetheconcept.Forthisclientwepostblogseverydaydedicate30hoursweektowittermanagecommentsandmaximizeSEO.Inadditionweruncontestsmanagecommentsandlinkthecustomerscontenttosimilarcontentonothersitestoincreaseexposureanddrivelinktrac.Teresultsspeakorthemselves.Tecustomerhascreatedasemi-captiveappreciativecommunitythatisconstantlyexposedtotheirproductsandservices.Itispossibletoconstructaviablecommunityaroundvirtuallyanysubjecttopicbuildcredibilityandtrustbasedonhighqualitycontentandeatureproductsincontextwheretheymeansomethingtotheuseranddevelopanewkindobrandrecognitionasacommunityleader.HarvardBusinessSchoolrecentlypublishedablogentitledAdvertisersShouldActMoreLikeNewsrooms.PredictingtheutureoadvertisingitconcludedFormessagestobeheardin2020brandswillneedtocreateanenormousamountouseulappealingandtimelycontent.ogettherebrandswillhavetoleavebehindorganizationsandthinkingbuiltsolelyaroundthecampaignmodelandinsteadadoptthedefningcharacteristicsothereal-timedata-drivennewsroomamodelthatsprolifcagileandaudience-centric.5Buttheyrewrongabout2020.Itshappeningnow.WillthismodelreplacealltraditionaladvertisingNo.ButitwillbecomethedominantmodelorInternetmarketingintheyearsaheadbecauseitpromisesanumberothingsthatnoothermediumcancredibilitymeasurabilityandexclusivity.Allorlessthanthecostotraditionaladvertisingcampaignsounknownandeverdecreasingeectiveness.ItdoesntmatterithereisalreadyasiteorthesubjectmostrelevanttoyourproductsandservicestheInternetisabigplace.Buildanotherone.Tenmakeitbetterthanthecompetition.HowDefnebetterromyourcustomersperspectivehighqualityever-changingcontentaplatormtoshareexperiencesacommunity.Tatswhatwillkeeppeoplecomingbacktoyoursiteandseeingyourproduct.ItallmakesperectsenseHelpyourcustomersinsteadosellingthemandtheywillbecomecustomersorlieintheBraveNewWorld.Stopsellingandstarthelping.SaleswillfollowBRAVENEWWORLDNumber16 SOURCESRESOURCES1Click-throughratesvarywidelydependingonadtypebannerdisplaysearchbrandandtheoeritselbutLinkedInreportsitsrateis.025.FormoreinormationseeWhatisaGoodClickTroughRateforPPCat.2Althoughthereisnouniversallyagreed-todefnitionoanonlinecommunityatleasttwoeaturesareconsideredtobeessential1contentand2someormoacilitatedcommunicationi.e.orumsIMetc..3AccordingtoWordstreampaidadsonGooglenowdominateanumberocategories.Insomecategoriesover23oclickthroughsareonpaidads.SeeWordstreamBlogTeWaronFreeClicksTinkNoOneClicksonGoogleAdsTinkAgainat.SlingshotreportsthenumberonesearchresultonGoogleorganicnowhasonlyan18click-throughrate.SeeSlingshotReportat.4WhenGooglechangeditsalgorithmstoweedoutpoorqualitycontentthePandaPenguinreleasesin20112012targetedatcontentarmstheypublishedaseriesoquestionstohelpdefnequalityastheGooglesearchenginewillevaluateit.SeeGoogleBlogonQualityContentathttpgooglewebmastercentral.blogspot.com201105more-guidance-on-building-high-quality.html.5AdvertisersShouldActMoreLikeNewsroomsFebruary132013.SeetheullHBRblogat.RecommendedResources1.WhatIsAnOnlineCommunitySocialMediaToday.August242011.httpsocialmediatoday.comelliot-volkman343142what-online-com-munity.2.5OnlineCommunityKillerstoAvoidatAllCosts.Mashable.Decem-ber22010.httpmashable.com20101202online-community-pit-alls.3.6CommonMistakesinOnlineCommunityDevelopment.ConvinceConvert.httpwww.convinceandconvert.combrand-communi-ties6-common-mistakes-in-online-community-development.7AWHITEPAPERFROMTHINKGLINKMEDIA BRAVENEWWORLDNumber1IlyceGlinkisawell-knownrealestateandpersonalfinanceexpertwhoseradioprogramsandsyndicatedcolumnsreachmillionsofpeopleeveryweek.ThinkGlinkMediaprovideswebservicestolargeandsmallbusinessesincludingContentblogsvideoebooksSocialMediaServicesSEOWebDesignInternetMarketingProgramsOnlineNewslettersWebinarsIlycealsohostseventsspeaksatconferencesandworkswithclientstodeveloponlinecommunities.CONTACTUSATwww.thinkglink.com847242-0550