Edelman Digital SCO Process

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SCO (Social Content Optimization), is a process Edelman Digital is presently refining based on our belief that search and social are intertwined.

SCO (Social Content Optimization), is a process Edelman Digital is presently refining based on our belief that search and social are intertwined.

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  • 1. CONTENT CATEGORY AUDIT ASSESS PLAN C.O.P.© EXECUTE SOCIALIZE MONITOR Content Optimization Plan OPP. #1 - NEW IDEATE & SOCIALIZE WITH VIDEO NEEDED SCRIPT SEED PLAN IDENTIFY OPPORTUNITIES TO ENHANCE EXISTING ASSETS • Youtube MONITOR SEARCH & EXISTING OPP. #2 - MODIFY SCRIPT & • Embed FEEDBACK - VIDEO SOCIAL AUDIT ASSETS EXISTING VIDEO EDIT • Reddit TRACK & IDENTIFY OPPORTUNITIES TO • mag.ma ADJUST • Quicktime Files CREATE REQUESTED CONTENT • Partnerships • Windows Media Files OPP. #3 - POOR TAGGING & RESEARCH & • Syndication • Flash Videos KEYWORD USAGE COPYWRITING • Etc • Youtube Videos • Vimeo Videos • Facebook Videos OPP. #1 - NEW DOCUMENT CONTENT SOCIALIZE WITH • Twitter Videos NEEDED DEVELOPMENT SEED PLAN IDENTIFY OPPORTUNITIES TO ENHANCE EXISTING ASSETS • Scribd Library MONITOR SEARCH & EXISTING OPP. #2 - MODIFY EXISTING CONTENT • Slideshare Library FEEDBACK - DOCUMENTS SOCIAL AUDIT ASSETS DOCUMENT EDITING • Embed to .com site TRACK & IDENTIFY OPPORTUNITIES TO • Embed to Facebook ADJUST • PDFs CREATE REQUESTED CONTENT • Etc • Word Docs OPP. #3 - POOR VISIBILITY OR COPYWRITING/ • PowerPoint Docs STRUCTURE OF LIBRARY ARCHITECTURE • Press Releases OPP. #1 - NEW IMAGE PURCHASE OR SOCIALIZE WITH NEEDED CREATE IMAGES SEED PLAN SOCIAL IDENTIFY OPPORTUNITIES TO ENHANCE EXISTING ASSETS • Photobucket MONITOR CONTENT IMAGES SEARCH & EXISTING OPP. #2 - MISSING OR COPYWRITING • Flickr FEEDBACK - SOCIAL AUDIT ASSETS IMPROPER TAGS & ALT TEXT • Instagram TRACK &OPTIMIZATION IDENTIFY OPPORTUNITIES TO • Etc ADJUST (SCO) © • All static image assets CREATE REQUESTED CONTENT OPP. #3 - POOR LIBRARY INFORMATION STRUCTURE ARCHITECTURE OPP. #1 - ENGAGE ON A PART-TIME SOCIALIZE WITH IDENTIFY OPPORTUNITIES SPECIFIC MESSAGE BOARD AMBASSADOR SEED PLAN TO ENGAGE WITH EXISTING • Blogs MONITOR SEARCH & DIALOGUE OPP. #2 - RESPOND DIRECTLY PART-TIME • Facebook FEEDBACK - CONVERSATION SOCIAL AUDIT INSIGHTS TO A THOUGHT LEADER AMBASSADOR • Twitter TRACK & IDENTIFY OPPORTUNITIES TO • Forums ADJUST • Blogs ENGAGE AUDIENCE • Message Boards • Forums OPP. #3 - AMBASSADORS TRAINING • Etc • Message Boards NEEDED OPP. #1 - RECIPES NOT SITE & INFORMATION SOCIALIZE WITH IDENTIFY OPPORTUNITIES VISIBLE IN SEARCH ARCHITECTURE SEED PLAN TO LEVERAGE & ENHANCE • Recipe Databases MONITOR SEARCH & EXISTING EXISTING ASSETS OPP. #2 - INFORMATION NOT SITE & INFORMATION • News Sites FEEDBACK - NICHE SOCIAL AUDIT ASSETS APPEARING IN LOCAL SEARCH ARCHITECTURE • Yelp TRACK & IDENTIFY OPPORTUNITIES TO • Google Maps ADJUST • Recipes CREATE REQUESTED CONTENT • Sharability • News OPP. #3 - NEWS NOT APPEAR- SITE & INFORMATION • Etc • Geo/Local ING IN SEARCH NEWS RESULTS ARCHITECTURE ©2011 Daniel J. Edelman, Inc. All rights reserved. Digital