Social Media Optimization is the New SEO with Brian Solis

Why we’re here…

Social Media Optimization

Social Media Engagement Affects Every Step of a Decision Making Process

Post- Purchase Satisfaction Discovery Recommendation Evaluation Purchase

Matt Singley

Everything Begins with Search

Traditional Search: Searches performed in the search engines that have existed since the dawn of the Web, such as Google, Yahoo!, and the like. Real-Time Search: Content is discoverable as it’s uploaded online, whether it’s on a Web site, blog, or any social network, Real-time search engines include, Collecta, OneRiot, Topsy, among others. Social Search: The inclusion of related activity and content within your social graph related to the context of your search. Social Network Search: A manual form of search within each social network where keywords or keyword strings are manually input into the search boxes of each network.

Traditional Real-Time Social

The Human Algorithm Google is adapting PageRank for people…

YouTube is the second most popular online search engine…

Facebook and Twitter are quickly replacing Google amongst core users as their primary source for search…

How does your brand perform in real-time and social search?

In YouTube, we’re presented with a window that serves-up ―Related Videos.‖ YouTube employs a sophisticated algorithm that matches videos within the network to the video you’re currently viewing. It is mostly based on the title, description and tags associated with each video.

Increasing Your Digital Footprint

I believe Social Objects are the future of marketing - Hugh MacLeod, @GapingVoid

Social Objects are the catalysts for conversations and occurrences — online and in real life — and they affect behavior within their respective societies

Social Objects are… • The pictures in Flickr • Videos on YouTube • Events in Upcoming or Plancast • Updates in Facebook • Bookmarks in Delicious • Votes in Digg • FourSquare check-ins • The docs in Scribd • Reviews in Yelp • Subject matter in Ning • Thoughts shared in the comment of a blog or the post itself, etc.

We Become Media

Every company is a media company because every company publishes to its customers, its staff, its neighbors, its communities. - Tom Foremski

Earned media: the result of our owned, paid, and participatory media programs and is reflected in the blog posts, tweets, status updates, comments, and ultimately actions of our consumers, peers, and influencers. Owned Media: media that is essentially, controlled by the brand. Owned objects are social objects produced by the company and introduced to each network in a variety of formats, text, video, audio, experiences, etc. Paid Media: The visibility we purchase, such as promoted Tweets, display ads, paid search, and sponsorships. Participatory Media: An extension of earned and owned media, participatory media takes the shape of a hosted hub where brand representatives and our communities can interact and collaborate. Sponsored Media: Fuses owned, paid, and earned media. Sponsored media is one that is championed by companies such as Izea, MyLikes, Ad.ly, Twittad. Sponsored media can take the form of paid tweets, blog posts, appearances, and featured objects on targeted profiles.

Paid The Social Media Ecosystem Word of Mouth Banners SEO Sponsored Posts Paid Tweets & Virtual Goods Posts Value Ads Apps Likes INFLUENCE Relevance REFERRALS Empathy Trending Sharing Broadcast Widgets Retweets Bran Video Podcasts Images Shares dStory Tweets Tabs Check-ins Updates Wall Posts Blogs Tweets Posts Livestreams Video Viral Participatory

Introducing the new CEO: The Chief Editorial Officer

We are now in the business of creating and distributing social objects

We Must Connect the Dots

In the social web, we are presented with a privilege to establish meaningful dialogue and collaborative relationships with the people who define our markets. Consumers have choices. We’re not part of those decisions where we’re not present. Inbound marketing serves as the bridge between those seeking information, direction and insight and those willing to provide guidance and support. Excerpt, Inbound Marketing, Brian Solis

Social Media Optimization

SMO = The distribution of social objects and their ability to rise to the top of any related search query, where and when its performed.

SEO + SMO = Amplified findability in the traditional and social Web

Social Media Optimization improves the ―findability‖ of Social Objects

SMO specifically is defined by the elements ingrained in each social network…this is referred to as Metadata

Metadata is the data that defines other data. Web 2.0 is built on metadata, leveraging ―the crowds‖ to classify and organize the volumes of user-generated content uploaded to social networks and blogs everywhere. We became the web’s librarians and helped to index the volumes of social objects to help others discover them quickly and easily. Yes, tags, descriptions and keywords collectively contribute to the ―discoverability‖ of social content.

Everything Begins with Search

Titles Descriptions Tags/Keywords Syndication Links + views

Titles

Headlines and title tags should have keywords up front

The art of headline writing is not unlike that of traditional media. It must grip the viewer immediately and compel them to act and hopefully share. In Social Media, the headline must also contain the keywords that explicitly match the search patterns of the people you hope to reach

Descriptions

Descriptions further refine the context of the social object to entice visitors to view and hopefully circulate it amongst their social graph

Keywords are the terms that people use to find relevant information in traditional, social and real-time search. The keywords used by customers and influencers are not necessarily what we think…

The tag list should contain a series of keywords that extend beyond the list you might have proposed. Make sure to include other keywords related to the branding of the product, market, as well as its competition.

Tags are keywords that further group and organize the object within the social network. Tags are based on folksonomy, a system of classification derived from the practice and method of collaboratively creating and managing tags to annotate and categorize content within specific networks.

The tag list should contain a series of keywords that extend beyond the list you might have proposed. Make sure to include other keywords related to the branding of the product, market, as well as its competition.

Tags also improve the categorization and grouping/association of keywords in Twitter search…it’s called the #hashtag

Syndication or Content Distribution

Content distribution establishes presences in strategic networks and points back to the original content to increase visibility and findability.

Syndicating Social Objects Social Object

Employ a strategy that promotes the content within those networks dedicated to the sharing and promotion of social objects, such as a Digg, delicious, and StumbleUpon. Inserting the object into the network isn’t enough however…

Links are the currency of the Web…

As in SEO, links help fuel traffic and weight of social objects as measured in views, ratings, retweets, likes and favorites. This criteria portrays stature and engenders credibility for steering perception when someone ―stumbles upon‖ the object.

Enable One-Click Social Sharing

The art and science of influence

Viral Marketing doesn’t work, tell everyone you know…

Word of mouth marketing is not created, it is co-created

10 Attributes of WOM Content 1. Create content that’s relevant 2. Identify the tastemakers and influencers who will help us reach the right audiences 3. Involve them in the process before the campaign is officially introduced – seeding 4. Strike a chord with the person they’re trying to compel – making an emotional connection 5. Encourage them to share it with their contacts 6. Reward them for doing so 7. Define the action we wish viewers to take after the engagement 8. Provide them with a forum for self-expression 9. Recognize all of those who helped us 10. Connect everyone together for future engagement

Micro Disruption Theory & The Social Effect Update Attention Aperture Disruption Point Time Opportunity for Resonance

Participation

#Engage

@briansolis www.briansolis.com www.future-works.com http://bit.ly/engageme http://bit.ly/prbook www.nowisgone.com

Thank You!

Thank You! Learn more about using social media for your business @ www.hubspot.com/social-media-marketing-hub

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Social Media Optimization is the New SEO with Brian Solis

by HubSpot All-in-one Marketing Software on Apr 14, 2010

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Social Media Optimization is the New SEO with Brian Solis — Presentation Transcript