Meta mindfollowupemail

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  • 1. Who Knows You Best? So,whoknowsyourbest?Isityourmother?Isityourwife?Isityourbestfriend?Isityourpriest,rabbi,or spiritualadvisor? GOOGLEDOES DoyouknowthatGoogleanswered6.1trillionquestionseverydaylastyear?6.1Trillion! Everydayforeveryweekforanentireyear. 67%ofthepeoplewhoareonline,useGoogleto findanswerstotheirquestionsmultipletimesa day. Sowhodoyouthinkknowsyourideal audiencethebest? GOOGLEDOES Imnottalkingaboutyourhighschoolorcollege buddies...thoughGoogleknowsthemtoo. Andno,Imnottalkingaboutyourhobbies,your favoriteTVshows,orwhereyoutravelorgotoin yoursparetimeThoughguesswhat?Google knowsthattoo. GOOGLEKNOWSYourIdealAudience,justliketheyknowyou. Andwhodoyouthinkwouldlovenothingmorethanto connectyouwithyouridealcustomerandclient? GOOGLE 1

2. CanGooglePredictYourFuture? RightnowGoogleistestingtheirabilitytopredict everythingyoudo.Onewayweretestingtheirabilitiesisby predictingwhenyouarehungry! Andnotjustwhenyourehungry,butwhatyouremostlikelyto crave...whereyouwanttoeatwhoyouwanttoeatwith... howmuchyouarewillingtospendonyourmealandevenhow longyourewillingtowaitforthatmeal. Howfreakywoulditbe...iftonightyoureceivedanotificationon yourphonewithaninvitationtohaveaGoogletaxipickyouandyourfriendupforfreeandtakeyouto CarmelostoenjoyyourfavoriteItaliandish? Thatllbeprettyfreaky,wouldntit?Itwouldfreakmeoutforsure! Asyouprobablyguessed,Googleknowshowmuchyoureally make,whoyourrealfriendsare,howoftenyoucommunicatewith them,whereyouwenttolunch,andhowoftenyouusuallyeat OneofthewaysGoogledoesthis,asidefromtrackingyouwith youcellphoneormobiledeviceisbyShhhhh... TheyReadYourEmails!! SomepeoplethinkthatGooglesbiggestcompetitorisFacebook,butinrealityit'stheNSA) SojustasGoogleisgettingbetteratpredictingwhatyoudo...Googleisalsogettingbetterat predictingwhatandwhenyouridealaudienceandcustomerswilldoandbuynext.Googleknows thatJustinandCallanRushweretestingdifferentpricepointsfortheireventthisweekend,andtheyknow whooutofthose67%ofonlinesearchersisinterestedintheircontent,whowenttoeventsliketheirs before,whocanaffordtogoagain,andwheretheyliveGoogleideallywouldliketodirectthemtoJustins andCallancontent,ifGooglefeelsthattheyarethebestAnswerfortheQuestionbeingsearchedfor. AndobviouslyJustinscontentisgreat,becauseheishereandthepeopleherearecompletelydifferent thantherestoftheselfproclaimedexpertsandgurusouttherethosewhoareborrowingauthorityfrom therealauthorities.GoogleknowstheresonlyoneLarryKingoutthereandwhoheis.Sowhensomeone issearchingforLarryKing,orEbenPagen...Google's"RealNamesPolicy"ensuresthattheanswersit providesarefromrealexpertsandtheactualperson.HenceIcantsayImCatherineZetaJonesandbe foundonsearchforhername(DAMN!!). WearenowinaCustomerLedEconomyandGooglewants toknowwhatyourmarketplaceandcustomerssayaboutyou fftheyshareyourcontent,iftheytalkaboutit,commentand engage.specificallyonGoogle+andtheirvariousplatforms 2 3. andforums.ItisthenthatGoogleknowsthatyouretheAuthorityandExpertyoureallyare,andnotjust becauseyousaiditloudly,butbecausethepeopleinyourindustrytreatyouandhaveappointedyouas such.ItisthenthatGooglefeelscomfortableenoughtointroduceyouastheanswertothequestionsbeing searchedfor,andofferyourproductsandservicestoyouridealaudienceandboththerighttimeandthe mostappropriatepricepoint.Heck,GooglewantstoevenCollectthatmoneyforyouandtransferittoyour Wallet(orPurse). AndthatswhatIdoIhelpyoumakesurethatGoogleknowsYOUaretheExpertand GoTopersoninyourIndustry,Market,andNiche. Ialsohelpyoudrivetraffictoyouronlineassets,buildathrivingcommunityandestablish yourauthorityonline. DidyouknowthatifyourGoogleauthorityishigherthanmine,andyousharemycontent,you willshowupinSearchaboveme,eventhoughyouandIpostedtheexactsamecontent?Talk aboutstrategyforreducingyourcontentcreationefforts. WanttoseewhatImtalkingabout? CaseStudy:HowRealEngagementDrivesTrafficandResults Ourteamwashiredbyamediacompanytotestourstrategiesofrealengagementthatleadstorealresults. Wewereaskedtohandlethelaunchofa70sec.videoofSkyfall andCokeZerocalledUnlockthe007inyouwithatargetof8 millionviewsacrossEuropeanmarkets. Effectivenessofcampaignwouldbemeasuredon Numberofviews Audienceretention Numberofengagements Usingoursystemwewereabletoidentifykeyindividualsacross EuropewherepostsrelatingtoCoke,Moviesandgeneralfun stuffgeneratedasignificantincreaseinonlinesocialbuzz. Relationshipswereestablishedwiththeseinfluencersinadvance ofthebeginningofthecampaignresultinginasurgeofsocial buzz. InOneMonthWeGenerated: Totalviewsachieved:10million+ TotalEngagements:43k+ Shares:63k+ Likes:8k+ 3 4. ForExperts&Influencers: 3Google+StrategiesforPositioning&Visibility NowthatweknowhowimportantitistoleverageGooglesknowledge,howdoes onemakemoney? Strategy#1:RelatedHashtags:Helpyoubuildrealfansthatshare yourstoryforyou. Strategy#2:GoogleNews:Helpsfeatureyoualongsidetrending newsandsubconsciouslyconnectyourcontentwiththecurrent topicsinthemedia. Strategy#3:Ripples:helpsyoufindthemoversandshakersin yourmarketwhowillbeyourbestaffiliates,withoutaskingtoshare inyourprofits. EachStrategyisSeparatedinto3Parts: TheBasics: TheStrategy:What TheResults:WhatyoucanexpectwhenproperlyimplementingtheStrategy. 4 5. Strategy#1RelatedHashtags Helpyoubuildrealfansthatshareyourstoryforyou. TheBasics: WhatisaHashtag? Ahashtagisawordoranunspacedphraseprefixedwiththehashsymbol("#").Youcanmakeupyour ownhashtagbysimplystartingtousethehashtagsignbeforeanywordorphrase(like#gplusgotogal),or youcanuseexistinghashtagsthatareusedbybrandsandotherusers(like#cairo) Usinghashtagsthatareofpopularsubjectsandtopicsistherightwaytogainattentiontoyour postaswellas,haveitseenbytheappropriateaudience.Ahashtagcanbeusefulasitcreatesan almostautomaticRSSlikefeatureonGoogle+andallowsothers(eventhoseoutsideyourcircles)tofollow aspecifictopicthatwascreatedintoaGoogle+hashtag. WhatisaRelatedHashtag? Hashtagsappearingatthetopofapostarerelatedtothepostscontent.Clickingonahashtagwillletyou explorerelatedposts.Relatedhashtagshelppostsgetdiscoveredandbuildconversationsaroundthe contentofthatpost. Googledisplaysthefirst3hashtagsonthetoprightsideofeachpost,IFyouaddedatleast1hashtagto yourpost,orifGooglerecognizedawordorapictureinyourpostthatrelatestooneofitsknownhashtags (rememberthatGoogleisgettingbetterandbetteratunderstandingcontentandmeaning). Heresanexampleofapostwith2usergeneratedhashtags(#news#superbowl2014)and1relatedhashtag thatGoogleaddedbyrecognizingSamuelJacksonsnameinmypost(#SamuelJackson). Hashtagswithgraycoloringarethoseusedbytheauthorofthepostwhilehashtagswithbluecoloring areaddedbyGooglebasedonthecontentofthepost. 5 6. Becarefulnottooverdoitthough,oryourreadersmightstartfeelingabitlike this:"Hashtag"withJimmyFallon&JustinTimberlake: GoogleExplore "Explore"isanewexperiencethathelpsusersdiscovermorecontentonGoogle+.Thefeaturerolledout december2013andisreachingmoreandmoreusersintheUS,soifyoudontseeityetgiveitsome timeandkeepchecking. YoucanaccesstheExploretabdirectlyfromyourHomebutton,assuch: Look for the "Explore" tab at the top of the stream What'sHotandRecommended Putsimply,"What'sHot"isalistoftrendingpostsonGoogle+includingpostswithpictures,videos,and 6 7. linkstootherwebsites. IfyourpostmakesittotheWhatsHotlist(whichispersonalizedanddifferenttoeveryperson)itwillbe seenbymanypeoplewhohavenotaddedyoutotheircirclesyetandgivegreatervisibilitytoyour content. HavingyourpostfeaturedintheWhatsHotcategoryisbasedonthenumberofsharedyourpostreceives (themoreitisshared,themorelikelyitwillshowupintheWhatsHotcategoryforeveryone),aswellas whatGoogleknowsaboutyouandyourinterests(hencetherecommendedpartofthetitle). TheStrategy: LetsgetyourHashtagssomevisibility! CreatealistofyourHashtagsyouwanttouseonGoogle+ Makesurethatthelistcontainspopularhashtagsaswellasuniquehashtagsthatareonlyyours (like#gplusgotogal) GototheExploretab TypeapopularhashtagintheSearchbar,like#business AddthatlistofHashtagtoyourownlist,soyoucanusetheminyourposts. Eachtimeyouwriteapostaboutbusiness,tagitwith#businessandoneofyourownhashtags EngagewithyouraudienceonGoogle+ Asyourpostisbeingshared,Googlewillbeginconnectingyouruniquehashtagwiththepopular #businesshashtagandwithtimeyourcontentwillbecomeassociatedwithitsothatwhenpeople aresearchingfor#businesstheyseeyourcontentaswell. TheResults: Havingyourpersonalhashtagappearasarelatedhashtagwhenpeoplesearchforcontent,islikebeing foundinSearchwhenyouridealaudienceislookingforanswers Forexample: Ifyouridealaudienceissearchingforcontenton#businessandfindyourpersonalhashtag#MetaMindthey nowassociate#MetaMindwith#Businessandreadyourcontentinthatframeofmind,givingyounotonly extravisibilitybutalsocredibilitythatyourcontentisrelatedtotheirquestionandtopic.Themorethan Hashtagisshared,thegreaterthechancesofitappearingasatrendinghashtag,andintegratinginthe Googlesystem. 7 8. Onelittletrickistocreaterelevantpostsaroundtrendinghashtags(Googletellsyou whattheyare): RelatedHashtagsCanBoostYourAuthority. WhentheExploretabcameout,someofusnoticedthatcertainpeople'snamesashashtags(suchas #yifatcohenor#gplusgotogal)generatedbothassociatedpostsandrelatedhashtagsinExplore. 8 9. WhenGoogletreatsyourhashtagasarelatedhashtag(meaning,itoffersitasasuggestiontoother searches),people(whodontyetknowyou)arelikelytodiscoveryourcontent,readitandfollowyou increasingyourvisibilityandengagement,andasaresult,yourauthorityonthatspecifictopic. HowDoesaHashtagBecomeaRelatedHashtag? MarkTraphagen(anSEOexpert)hadahypothesisthatthesehashtagswerenotautogenerated,buthadto be"earned"bypeopleusingthemonpostsinconjunctionwithotherhashtags.Ifacertainnumberofposts withinacertaintimehadtouseahashtagforGoogletothinkitsignificantenoughtoshowrelatedhashtags. Meaningthatforanewhashtagtostartshowingupwithrelatedhashtags,ithastobeshared: 1)Morethanonceand 2)Fairlyrecently. HowmuchtimedoesittakeforyourHashtagtoturnintoaRelated Hashtag? Itdependsonthelevelofengagement(howmanytimesyourposthasbeenshared) andtiming(howrecentlywasitshared).Soitcanhappeninamatterofhoursand becomeaTrendingHashtagorafewdays. Oursystemallowsyoutofindtheconve