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

  1. 1. LEVEL UP Social Media Optimization (SMO) and Social Advertising
  2. 2. Social Media Optimization (SMO) and Social Advertising Speakers: Maribel Lara // VaynerMedia // @latina_sweetie Peg Fitzpatrick // Social Media Architect // @PegFitzpatrick LEVEL UP
  3. 3. Social Media Optimization (SMO) and Social Advertising Peg Fitzpatrick // Social Media Architect // @PegFitzpatrick LEVEL UP
  4. 4. Who is Peg Fitzpatrick? • Personal blog www.PegFitzpatrick.com • Collaborative blog www.12Most.com • 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. 5. Where I’m social! • Google+ • Pinterest • Facebook • Twitter • LinkedIn • Instagram
  6. 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. 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. 8. Get social
  9. 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. 10. Where to share
  11. 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. 12. Go above and beyond
  13. 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. 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. 15. Social Advertising Maribel Lara // VaynerMedia // @latina_sweetie LEVEL UP
  16. 16. Who is Maribel Lara? • Personal blog www.quepasanewyorkcity.com • Account Supervisor at Vayner Media • Supports Fortune 500 brands with developing their social strategies and executing them across various channels
  17. 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. 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. 19. Where To Advertise • Facebook Ad Solutions: https://www.facebook.com/ads/create/ • Twitter Advertising: ads.twitter.com • YouTube, Google AdWords: https://www.youtube.com/yt/advertise/
  20. 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. 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: https://www.facebook.com/ads/tools/text_overlay – Facebook Ad Details: https://www.facebook.com/help/259040324267414 – For Twitter, follow tweet best practices
  22. 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. 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. 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

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