How Not To Fail at Link Bait. Chris Bennett 97th Floor SEOPRO Boston

How not to FAIL at Link Bait

Chris Bennett
97th Floor
http://slidesha.re/linkbaitfail
Tuesday, May 17, 2011

What Makes a Good Graphic?

Good Data/Info
Complex Ideas
Aesthetically Pleasing

Topical
No False/Confusing Data

@chrisbennett

Infographics: Rules to Live By

If it is cool information but would be utterly
boring as text then make it a graphic.


I would much rather learn the ins and outs of something as complicated as the
Stimulus plan via graphic rather than a 1,079 page document. http://
www.creditloan.com/infographics/obamas-economic-stimulus-plan-mapped-out/

I love this, super informative and the graphic display makes it easy to digest.
Would be so boring as a written article. http://www.focus.com/images/view/
11905/

if it would lead to the wrong conclusions, not presenting the data at all would be better.


Infographics: Content is King


Infographics: Start To Finish
97th Floor
Creative Brief - Infographic
Client:

Rough Due Date:

Dimensions (Pixels):

Color Scheme:

Branding Inclusions:

Working Title:

Summary:

Research:

Inspiration:

Rate:

Website:

Publish Date:

Infographics: Start To Finish
1. Brainstorm ideas -- identify a discussion in which the client ought to be active and vocal in, and then find a unique
angle to chime in so that what we have to say is a) insightful b) creative.

2. Research -- we typically start with an idea, and then move on to data-mining, and finding out what the experts in an
industry have to say on the topic. It is during this process that we know if the idea we came up with in the first stage is
actionable; eg, that we are not making up story but that there is data which is both interesting/available that merits our
story-telling

3. Copywriting and Editing -- this is how where we lay out the hierarchy and flow of information being designed, striving
to make every thing as digestible as possible.

4. Briefing -- project manager/researcher sends connects with designer for the production of the graphic

5. Design -- designer does his work alongside the project manager to ensure that we are telling the story that we want to,
and that the information is presented in the most intuitive and straight-forward manner.

6. Revisions -- the polishing and tightening up of design/copy/colors/fonts, etc

7. Publish -- coordinate the publish for maximum visibility -- eg., M-Th are the best days, etc.

8. Promo -- send out the content to everywhere/everyone.

9. Report -- Report on success. eg. Traffic, Pageviews/Uniques, big mentions, social counts and link counts. Talk with
client about results tracking eg. better search referrals, conversions, sales etc...


Title: SMALL BUSINESSES JOURNEY TO THE CLOUD

A. Defining Cloud Applications

- Instead of applications and data stored on a single computer terminal or network, cloud-based services ("cloud applications") are
accessible on the Internet in the same manner as online banking and shopping, e-mail and social networking sites.

The numbers:

- It is estimated that the worldwide cloud computing market is $8 billion with the U.S. market accounting for approximately 40% of that:
$3.2 billion.
- According to Gartner's 2011 predictions, number one on their list of Top Strategic Technologies is Cloud Computing.

The popular types of online small business cloud apps:
• Data storage and backup.
• Document uploads and management.
• Online customer self-scheduling (for service-based businesses that require appointments).
• Online payment programs.
• Accounting software.
• Human resources software.
• Marketing and sales programs, including e-mail marketing.

What makes cloud apps so appealing to small businesses

- Whether a small business is looking at improving its accounting procedures, creating an effective e-mail marketing campaign, or
searching for a way to book their appointments online, cloud apps applications are becoming the tool of choice for a variety of tasks.

1. Cost
- Perhaps the most important benefit of cloud-computing applications, the cost of today's cloud-based software is affordable and fits
most budgets.
- There is no need for expensive outside IT support. The service provider maintains and monitors the program, as well as conduct
upgrades and updates.

2. Accessibility
- All you need is an Internet connection, something most small business owners already have. It is the ideal solution for owners and
staff who are constantly on the road.

3. Ease of Set-up and Use
-Tuesday, May 17, 2011 not require any installations or downloads, and as the developers of these software services typically have
Cloud apps generally do

B. 10 Cloud-based applications that will save you time and money

Free cloud apps that you should be using:

1. Freshbooks (Accounting manager)
- Free trial
- Use Freshbooks to manage invoicing, expenses and time sheets for up to three clients, as well as send and receive an unlimited
number of invoices for free.

2. Google Docs (Document sharing/editing)
- Free
- This is an entirely free service and is immensely popular for sharing, editing, and commenting on documents.

3. PicNik (Photo sharing/editing)
- Free with purchasable upgrade
- Not everyone can afford the latest Photoshop editing software on his/her hard drive. This is a free tool that allows you to share, edit,
crop, resize, and rotate photos entirely in the cloud.

4. Windows Live Skydrive (File storage/sharing)
- Free
- Skydive is a password-protected file sharing and storage service that allows you to upload up to 25 GB of documents for free. An
easy solution for getting rid of your company's storage bins.

5. Mozy (Backup service)
- Monthly fee
- If you are a small business who doesn't want to hassle with storing your backups offsite, then Mozy is your answer. With more than 1
million customers, Mozy is a trusted online backup service for all your businesses important information and files.

6. Doodle (Polling/scheduling)
- Free
- This cloud-based app helps you schedule meetings by showing others your available times and dates. It's the perfect instant
scheduling solution and co-workers wont fee harassed the next time you're trying to schedule a meeting.

.....

Sources: gartner.com, smallbusinessbranding.com, startupnations.com


http://bit.ly/formstackcloud


Infographics
Work


INFO(CRAP)HICS
DO NOT WORK


Death by information...or lack
thereof.


Infographics: INFO(CRAP)HICS
A majority of Americans say Japan is an innovative country; not so
China and India.

Newsweek

So What?


Death by design


GOPLEADER.GOV

Ahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh!!!!!!!


Just because you saved your .doc as a .png does not
mean you know how to make infographics.


Death by bad promo


Infocraphics: Don’t Rely on Social News



Make Friends with inﬂuencers in your space



Search Social News/Sharing sites for sites in your industry
enjoying social promo and contact them.


Blog Outreach
Bartering

Trading Content, Trafﬁc and Social Success in exchange for links on the top sites.


Show Them Recent Success


ROLODEX

Create Relationships with those linking to you

Notify them the next time you create good content

Create “Guest Virals” on their behalf


Relationships

• If you get a link from the best sites in your
industry why not get 2 or 3?
• Thank them for linking, comment on their
other stuff, follow them on Twitter keep you
on their mind. Next time you have a killer
piece of content you hit them up.


Relationships: Do you have friends?

Ask them if they know of other sites or blogs that
would like to have the same relationship you have with
them.


You are the “Creator” you want to reach out to and target the “Collectors”
which will better your chance of getting in front of the “Spectators” and
“Joiners” Source: Near Complete Graphic coming soon to 97thﬂoor.com

Cool idea. I want to start talking about speciﬁc examples that work and that I
like.

Infographics: Beat a Dead Horse


Social Media Landscape Launched in 2010 = Extremley Successful
http://www.cmo.com/social-media/cmos-guide-social-media-landscape

Social Media Landscape Launched in 2011 = Rinse and Repeat
http://www.cmo.com/social-media/2011-cmos-guide-social-andscape

Infographics: Don’t Sell

• Don’t push your forms
• Don’t litter with ads
• Don’t force email captures or require something
prior to viewing.
• Don’t promote yourself (hardcore)


Infographics: Branding


Talk about Petabytes and makes Mozy look good.
http://mozy.com/blog/misc/how-much-is-a-petabyte/

Good Design, awesome topic anyone can relate too. Data actually works. Case and
Point, my kids no longer accept my challenges. http://www.chacha.com/content/
infographics/How-do-i-win-rock-paper-scissors-every-time

Complex info that would be boring as a text article. Layout is good which is very important given
the topic. Topic related to web dev have better chance of success cause it is targeting “creators”
and “collectors” http://www.formstack.com/the-anatomy-of-a-perfect-landing-page

Looking Ahead

While good infographics still work what is the next step to useful content?


ChaCha ties their graphics into questions most frequently asked via their technology. Creates an
interactive experience that keeps people on the site and drives page views. http://www.chacha.com/
content/infographics/left-handed-facts

Animated White Board. Search “RSA Animate” in Youtube. Absolutely Brilliant.


Animated Infographics. “How a Ponzi Scheme Works” at the end of “The Other Guys”


Chris Bennett
97thFloor.com
President 97th Floor
chris@97thﬂoor.com
@chrisbennett

How Not To Fail at Link Bait. Chris Bennett 97th Floor SEOPRO Boston

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