SAScon Live

Social Proof – ZMOT : Matt roberts, linkdex, nick garner, searchworks, kevin gibbons, blueglass and claire thompson, waves Pr


  • In the old days Brands would market through TV and Bill Boards. Because you didn’t have any friends who may be interested in those products, you’d go to the shop and the sales person would guide your choice, as they had more knowledge.
  • You bought it, told people if you liked it or disliked it, but it was never many people.
  • Nowadays it’s different. People research more before going to a shop or buying.
  • People go in to the shop, know more than the assistant and are not interested in being sold to. More people hear about products you’re happy or annoyed with.
  • There are different moments where people are influencable when purchasing. It’s different for every type of “purchase” (eg. Restaurants, toys etc etc).
  • When you search for a brand, do the results around it convince you to buy? If not, change that.
  • ZMOT is that moment when you grab your device and start learning about a product or service you’re thinking about trying or buying.
  • 2003 Proctor and Gamble were tanking. New CEO came in and looked, pointed out and said they were doing the right thing but hadn’t brought people along with them. He started to talk about the customer journey.
  • When looking at the Google data about this, remember that even now though 40% of people still look offline first. Also the amount you research is directly tie-able to how much you need a product.
  • In the future we’ll be looking at influencing all sorts of people, not just PC users, as mobile is becoming increasingly the ZMOT. Also due to the updates quantity of links is not as important as the quality.
  • Link building is all about building relationships now, though if you have something people want… you have something people want and will not find the “hollywood” links that hard to gain.
  • Quality, Emotion and Relationships are all increasingly important.
  • A social object is anything that is shareable. You can’t put shit out there anymore, as if people share it it can end up ranking higher than your website.
  • Using interruption marketing is not liked any more. So using content for marketing is even more important. Valuable content is crucial in all stages of the sales cycle (Awareness, Consideration)
  • Awareness – make sure people know you exist. Publish content for new audiences (new blogs, leading blogs in your industry/niche.). The credibility and trust factor helps.
  • Consideration – Also use great imagery, this can help ALOT as good shareable content, without any direct sales involved, that will drive sales.
  • Purchase Stage – You need content at this stage as well, not just a “buy now” button. Be educational and let your customers sell your story.
  • Retain and Upsell – When they buy a product, send an e-mail asking them to follow your blog etc.. engage with them. This way you will still be in their mind in a non-salesy way.
  • “The future belongs to marketers who establish a foundation and process where interested people can market to each other.”
  • Authorship, Authority and Content is important for influencing people.


  • Pick out top influencers and pitch to write for them
  • Don’t pre-write content
  • If you publish content on your site and have no audience, people will never read it no matter how good it is. Blend paid and natural search to see if the content has traction, spend money on tumbler/twitter/fb ads and promotions. doesn’t have to be loads, but get the content in front of people and test how shareable it is.
  • Build relationships with bloggers and webmasters, meaning you can place content there with greater ease in future.
  • You can put tracking tags on content as well to see how many leads it generates
  • But for a start-up site, put content on other sites, gain coverage on other sites.. as you have no audience currently.