Download Engineering the Sale as a pdf ( change pdf > b4 done )...
Engineering The Sale
MARKETING ON THE SOCIAL LAYER
w/ OPEN GRAPH INTEGRATION
*Engagement Engines built w/ Drupal
REINVENTING THE AD FOR SOCIAL MEDIA. Trust in platforms has always been a double edged sword. Trust that your data will be there when and how wanted. Trust that the platform won't disappear. Trust that the platform won't go rogue. Trust that who you appear as in the virtual stream is consistent with your intentions. Each post and comment is an ad for identity.
PLATFORMS ARE YOUR DELIVERY CHANNELS. There has never been a mistake about what platforms are up to. Each wants to be the go-to place for something. Each seeks willing masses of participants to throw up free content - data. Data that we, the willing masses are only beginning to understand the reaches of its value. Platforms are not your search buddies.
SEARCH, PLATFORMS and EXCLUSIVITY. Search has become an ad engine. Meaning that the whole idea of content quality and consistency has become subservient to ad dollars. The more money spent, the higher the placement. This pushes legitimate content down. Way down.
Platforms don't share to traditional search. Why should they? Theirs is a capture strategy. Capture. Limit. Control.
You can break this control, these exclusive rights over content with custom urls. Own yourself.
IN THE ERA OF RELATIONSHIP. Fred Wilson [AVC] talked of "Owning Yourself" and "Internet Three" on his blog. Try searching for those terms on various platforms as a case in point. Fred's site is the place to go. He chooses to focus engagement there, as opposed to engagement on each individual platform. Fred and his team own their content, and he offers that owning yourself is indeed a good strategy for internet three. We agree btw, which is why we built the engine and offer customized versions for sale.
Internet One was "hello world," and multicolored websites. Internet Two established the power of platform, and their now visible risks relative data ownership, protection and use. And, Internet Three is where we refocus on individual content control and trusted identities within trusted networks.
OWNING YOURSELF IS ESSENTIALLY BRAND BUILDING. And, it will be done through custom url content management and link backs.In the first image below you can see a BBC post that was shared into a personal account stream. The remaining three images illustrate both the quality of the engagement engine's rich media injections, and the versatility of the related images, which match the seven-up slide show on your engine's home page slide show. Creating an ad is as simple as entering some introductory content and a link to your page, post, or event.
The engine's site search enables you to build an easily searchable content database across your whole site. Additionally, you are building content search capability within the search engines themselves. Meta positioning statements within the slideshow, as well as core messaging, the content within your engine's blog posts, and special event entries are all searchable, and findable. Enabling you to create content that you can own.
ENGINE SPECIFICATIONS, FEATURES AND FUNCTIONS:
Open Graph Integration: Rich media image, or video display, image/video heading and brief description capable with url identifier ~ [ ie. "EFFETTI est. 2002 & EFFETTI - Business Process Design | Strategy | Branding | Creative - effetti.co" ] in the last three examples above. Different, of course for the BBC example.
*[ aka; og:image, og:title, and og:description ] work within multiple social layer platforms and their search utilities. Though, OG does Not register relative to SEO and site ranking on traditional search platforms. That's the problem. The engagement engine is designed to address this.
Slide Show: Prominent Home Page Seven by Seven Rotating Visual Display; Seven image slots. Seven quote slots. Provides for the flexible articulation of distinct and memorable short story presentation. Image slots are separate from quote slots to maximize flexibility.
Core Message and Positioning: Prominent Home Page Seven-up Content Display; Icon, Learn More buttons, and Teaser Content for your primary products, services and offers ~ [ i.e. "Acknowledgement, Observational Frameworks, Navigational Capacity, Bridging Realities, Human Interactivity's Ones & Zeros, The Language Of Coordination, Turning Business To Enterprise ] as you can see on the main page of this site.
Blog Roll: Prominent Home Page Administrator Configurable Stack; Select which posts get displayed on the main page stack, which ones only get posted on the blog page [ Perspectives ], and which remain unpublished, though accessible through the admin. panel, or distribution of the unpublished link.
The blog can be set up to manage engagement, allowing comments directly on the site, or not.
Event Engine: Events can be virtual, physical, or even the release of white papers and other special content. Shown as [ |*| ]. Events are created similarly to how blog posts are created, though with Day/Time/Venue capability which lets followers connect to when and where your event will take place.
PURPOSE AND OUTCOMES:
The Marketing Continuum; Awareness <> Interest <> Trial Sale <> Repeat Sale is an inevitable phenomena that every product/service offer we've ever seen must account for. Frankly, this is where most endeavors fail. Leadership fails to recognize that it is indeed marketing, the socialization of an idea that makes, or breaks its ability to succeed.
Mike Maples, another notable VC, famously stated that "the tech startup business is about 'hyper-exceptionalism.' Out of tens of thousands of companies started a year, 97 percent of the exit profits will likely come from less than ten... the point one percent." The numbers are not all that much better for non-tech startups when one considers actual return on investment, time included, and the consistent failure of over half of the businesses that are started each year.
Our mission here is decreasing the mortality rate, the level of failure. And, increasing your possibility of success.
Fred Wilson [AVC] - Owning Yourself.
trust others would have in you. Your products. Your services. Your reliability, your sincerity, and your competence to deliver on the offers you make, and the requests you accept. Your risk is the mismatch between the perception of what you said, and what you did - as well as the perception of what you didn't say, and what you didn't do.
WHY DOES THIS MATTER? Possibilities For The Future. Your identity. How you are perceived, opens or closes possibilities in your future. By managing your own identity [Brand Building] on the social layer you begin to be able to navigate with more control.
Owning the ability to manage identity outside of what might, or might not be allowed on various platforms. For example, we've recently seen crypto banned from a number of platforms. Rules [no leather] quickly rolled out, then arbitrarily enforced. Brand building on internet three will be done by discreet url - just like this one - which is both search enabled and ad free. Ad free by choice. Choice is power.
BRAND BUILDING WITH AN OPEN GRAPH INJECTION ENGINE. REWORKED TO HERE >*< OP means Other Platforms. Risky, because it is not really your brand that you are building. Not when push comes to shove over content you no longer have access to. You play by the platform's rules. Also, risky because the content you place there is outside of your control, difficult to locate and repurpose, and does Not show up in search engine results. For these reasons and more, high reliance on OP makes less and less sense for indepedent endeavors to do well along the marketing continuum of Awareness, Interest, Trial Sale and Repeat Sales.
We enable leaders of independent endeavors to reduce such risk; Independent as in venture backed entrepreneurs, boot-strapped startups, and small to medium sized businesses with a firm understanding of the importance of consistent *effort in effective brand building on the web.
We mitigate risk by beginning to shift the power in the equation; OP's today want to own and control your content to justify their means. Internet Two. They want you to advertise, then, in many cases they summarily throttle your reach. Worse, ad retargeting can potentially expose you to unwanted financial obligations which have little to do with reaching a genuine prospect. Instead, retargeting shoots randomly at any and every suspect.
*If you are currently of the mindset that random viral-ity is a superior strategy to actual engagement and relationship building with suspects and prospects, then what we've built is probably Not for you.
Fred Wilson, famous as "AVC" is a strong advocate of this strategy. We are too. We built an engine around it, and you are inside that engine right now. At the beginning of 2018, after the HuffPost contributor platform was shut down, Fred, wrote on his AVC blog why he recurrently declines requests from Internet Two, closed platforms to generate their content for them. His strategy, our strategy and now your strategy with your own customized engagement engine enables freedom of choice, greater control, and ultimately much broader reach using the social layer to your advantage as you build critical relationships with suspects and prospects in the conversion to trial sale and repeat customers.
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=> USE THE STORY ABOVE ILLUSTRATED IN THE FORMAT BELOW !!!...