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Social Media Optimization (SMO) and Social Advertising
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Social Media Optimization (SMO) and Social Advertising


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Social Media Optimization (SMO) and Social Advertising

Social Media Optimization (SMO) and Social Advertising

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  • 1. LEVEL UP Social Media Optimization (SMO) and Social Advertising
  • 2. Social Media Optimization (SMO) and Social Advertising Speakers: Maribel Lara // VaynerMedia // @latina_sweetie Peg Fitzpatrick // Social Media Architect // @PegFitzpatrick LEVEL UP
  • 3. Social Media Optimization (SMO) and Social Advertising Peg Fitzpatrick // Social Media Architect // @PegFitzpatrick LEVEL UP
  • 4. Who is Peg Fitzpatrick? • Personal blog • Collaborative blog • Head of Social Strategy with Canva • Work with Guy Kawasaki on social media • Director of Marketing and Social Media for Kreussler Inc. • Co-author The Art and Science of Social Media with Guy Kawasaki
  • 5. Where I’m social! • Google+ • Pinterest • Facebook • Twitter • LinkedIn • Instagram
  • 6. What is Social Media Optimization (SMO) • The principle of using social media to build your blog, not SEO. • Focus on creating great content that you’re passionate about, not trying to trick Google with SEO. • Be smart – use keywords and plugins on your blog but focus on your content and niche.
  • 7. Focus on quality not quantity. • Better content will outperform more content. • One great post a week or every other week is better than poor quality every day. • Provide value with each post you create: educate, entertain, or inform.
  • 8. Get social
  • 9. Connect with other people to build your network • Comment on their blogs and posts. • Tweet them to say hello. • Share other people’s content (OPC). • Participate in Twitter chats and Google Hangouts. • Golden rule: Do under to others. Because these are all the things that you hope they will do for and with you.
  • 10. Where to share
  • 11. How to share your content • Visual marketing is key! • Every post needs eye candy that makes it shareable. • Customize posts by social platform. • Add every post to Pinterest, share with a “Pin it here” call to action.
  • 12. Go above and beyond
  • 13. Start building your email list! • Add sign up buttons and widgets on your blog. • Brand your email to match your blog. • Ask people to sign up for your email. People always forget to ask. • Keep some content special for your email list – give them a sneak peek on events or giveaways.
  • 14. Summary of SMO • Be social to build your network and grow your blog. • Spend time creating beautiful, interesting posts for your blog content. • Share, share, share! Don’t publish and forget about it. • Be creative with your content. Interesting visuals and fun text. • Provide value. Quality counts more than quantity.
  • 15. Social Advertising Maribel Lara // VaynerMedia // @latina_sweetie LEVEL UP
  • 16. Who is Maribel Lara? • Personal blog • Account Supervisor at Vayner Media • Supports Fortune 500 brands with developing their social strategies and executing them across various channels
  • 17. Why Use Social Advertising • To increase the number of people your content reaches & expand your audience beyond your followers/fans – Competition for eye balls is at its highest and will just increase • To get your content in front of the right audience and get better results
  • 18. Social Advertising Goals • Driving visits to your blog • Growing audiences on your social channels • Increasing engagement on your social channels • Sales • Newsletter sign-ups Pick one primary goal. Be specific. Quantify. This will impact your campaign every step of the way.
  • 19. Where To Advertise • Facebook Ad Solutions: • Twitter Advertising: • YouTube, Google AdWords:
  • 20. Budgeting • How much money do you need to reach your goal? • What can you afford to spend? • How much are the results worth to you? If you’re monetizing your blog, reinvest with some of the earnings
  • 21. Creating Ads • Align your call to action (CTA) with your goal • Great images and great copy make for great ads. Promoting poor content is a waste of money • Be mindful of character limitations and ideal image specs – Facebook 20% Text Tool: – Facebook Ad Details: – For Twitter, follow tweet best practices
  • 22. Targeting Options • Choose audiences that will be the most receptive to your content • Are you trying to get content in front of existing fans/followers, new ones or both? • Go beyond basic demographics (e.g. gender, age) and think about interests and locations • Identify other twitter handles or Facebook pages whose followers/fans are likely to be interested in your content
  • 23. Reviewing Performance • Review your performance and learn from it • Facebook Ads Manager: Access via the Build Audience drop down menu at the top of your page • Twitter Analytics Dashboard: Access from the drop down menu under the settings gear at the top right of the screen
  • 24. Social Advertising Checklist • Establish your primary goal • Identify the best social channel for achieving your goal • Determine your budget • Develop your ad(s) • Select your targeting • Review your performance and learn from it • Plan ahead