Social Media Marketing
Social Media Optimization 101

Social Media Marketing
Social Media Optimization 101
What is SMO?
Simply put, social media optimization (SMO) is a set of
methods for generating publicity through social media,
online communities and community websites.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
What is SMO?
• Social Media Optimization is related to Search Engine Marketing
(SEM), but differs in several ways. Primarily, SMO focus on driving
traffic from sources other than search engines (Google, Bing, Yahoo,
et cetera), though improved search ranking is also a benefit of
successful SMO.
• SMO is an integral part of an online reputation management (ORM)
or Search Engine Reputation Management (SERM) strategy for
organizations or individuals who care about their online presence or
are looking to repair their online reputation / address comments.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
What is SMO?
• Social Media Optimization (SMO) is not limited to marketing and
brand building. Increasingly smart businesses are integrating social
media participation as part of their knowledge management strategy
(ie. product/service development, recruiting, employee engagement
and turnover, brand building, customer satisfaction and relations,
business development and more) and are taking advantage of viral
marketing strategies.
• Methods of SMO include adding RSS feeds, social news buttons,
blogging, and incorporating third-party communities like
Facebook,WordPress, Blogger, Myspace and Twitter functionalities.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
What is SMO?
JBWrites has demonstrated experience in digital marketing
(blogs, moderating online communities) and with Third Party
communities (Facebook, Twitter, LinkedIn) and can
effectively promote your business objectives.
By staying constantly abreast of changes in the social media
landscape, future distribution trends are spotted quickly for my
client’s viral marketing needs.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
Determining what type of Social
Media Optimization makes sense
for your business.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
Internet Marketing Choices
• Search Engine Optimization (SEO)
• Social Media Marketing (SMM)
• Viral Content Campaigns
• Online Reputation Management
• Online Public Relations
• Display Advertising
• Email Marketing
• Pay-Per-Click Advertising (PPC)
• Affiliate Marketing
• Conversion Rate Optimization (CRO)
Some of these may overlap - for example, viral content campaigns may simply be a
means to an end of better search engine optimization - but as they can all be
separate entities, engaged in for their own purposes, I've made them distinct.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
Internet Marketing Choices, continued
• Search Engine Optimization (SEO)
• The process of earning rankings in the "organic" results of the major search engines (Google,
Yahoo!, Bing).
• Examples: Keyword research, on-page optimization, link building, etc.
• Social Media Marketing (SMM)
• The process of leveraging social media platforms (small and large) to earn visibility and traffic.
• Examples: Facebook Group pages, Twitter marketing, pushing content on Digg, et cetera.
• Viral Content Campaigns
• The process of generating creative content that will help spread your branding/marketing
message and earn traffic. Examples: Providing an outlet that organizers video’s from customers
- also known as Video Blogs (Vlogs).
• Process of generating media from primarily online outlets in order to earn branding and traffic.
Examples: Linkbait production, viral videos on YouTube, et cetera.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
Internet Marketing Choices, continued
• Online Reputation Management
• The ethical practice of responding to comments, blogs, articles, and all other forms of internet
communication that impugns your virtual image. Through a “Triage” process of counter-
information and postings, the goal is to push the offending item off of search pages and not to
counter them as this only affirms the offending post’s point of view. There are only two ways to
win this kind of battle: Through attrition by denying the premise of it; Through mass of counter
postings that simply push it off the table.
If you maintain an internet footprint, somebody will someday step on your toe!
• Online Public Relations
• The process of generating media from primarily online outlets in order to earn branding and
traffic
• Examples: PRNewswire, PRWeb, Internet media focused PR agency work, etc.
• Display Advertising
• The process of placing ads on third-party websites with the goal of creating branding awareness
and/or generating traffic
• Examples: Banner ads, video ads, interactive ads, overlays, interstitials, etc.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
Internet Marketing Choices, continued
• Email Marketing
• The process of collecting email addresses from potential leads and marketing to them via email
messages. With todays technology, this can be set up as an automated process.
• Examples: Email newsletters, brand building emails, conversion-focused emails, etc.
• Pay-Per-Click Advertising (PPC)
• The process of bidding for placement at search engines (major or niche) to earn visibility and traffic
when relevant queries are performed
• Examples: Google Adwords, Yahoo! Search Marketing, Business.com Advertising, etc.
• Affiliate Marketing
• The process of incentivizing other sites to push your product in exchange for a share of the revenue
they drive
• Examples: Commission Junction, in-house affiliate programs, etc.
• Conversion Rate Optimization (CRO)
• The process of improving the path from landing to conversion to get more leads/signups/customers
• Examples: Split & multivariate testing, click-through-rate improvements, purchase-process
simplification, etc.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
Tiers of Internet Marketing Channels
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
Formulas for
Choosing the
Right Channel
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Web 2.0: The Landscape

Social Media Marketing
Social Media Optimization 101
JBWrites
can take care of your SMO needs!
As a professional writer, my services include:
• SEO/Keyword written content.
• Creation of multiple postings, across multiple Third-Party
websites to increase the depth of your internet footprint.
• Better than average ROI.
• Higher Search Engine Rankings on Google, Yahoo, and
Bing!
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
SMO Services
• Management of Third Party communities like Facebook,
Twitter, Myspace, and LinkedIn.
✴ Updates with your SEO and keyword messages.
✴ Scheduled updates of Event Calendars.
✴ Ghostwritten SEO/Keyword Articles that present you as
the subject matter expert.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
SMO Services
• Online Reputation Management (ORM) by monitoring
commentary on online social networks, key blogs, twitter
and forums.
✴ Engage in and drive discussions related to agency's
business priorities on blogs and social networks.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
SMO Services
• Easily affordable Weekly and Monthly Packages.
✴ Consult and develop innovative Public Relations programs based
on social media strategy, blogging, and viral marketing initiatives.
✴ 1-on-1 client focused relationships. Work is done by me and not
subcontracted out to independent contractors.
✴ I only partner with a limited amount of clients at a time - this
guarantees that your project is receiving the attention to detail it
not only demands, but deserves.
✴ Payments are accepted though PayPal.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
4 Key Steps
1. Give customers a voice.
✴ Your customers are talking about you; behind your back or to your face. Find out
what they are saying by creating a way for customers to talk in your space - on
your website, in blogs, maybe on your own social network page on Facebook or
MySpace.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
4 Key Steps
2. Set your content free.
✴ Let customers rate your products and services.
✴ Fix items with the lowest ratings, the 1’s and 2’s. And show ratings, both individual
and consolidated, to everyone.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
4 Key Steps
3. Enable customers to talk to each other.
✴ One strategy is to allow 50% of a new media budget to empower and facilitate
conversation between your best customers; your enthusiasts.
• Research has shown that buyers have far more trust in a third party whom they
have never met than in any experts the company puts forth.
• This fosters viral marketing in the form of your customers marketing for you!
• Plus, you can also moderate, monitor and listen for comments to maintain
quality.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
4 Key Steps
4. Engage customers in conversation.
✴ Solicit customer ideas and feedback on an ongoing basis.
✴ Let them tell you how you should fix your products and services, what they need
that you do not supply.
• Then maybe pre-sell this product to them.
JBWrites@Me.com • http://JBWrites.com • (619) 252-7455

Social Media Marketing
Social Media Optimization 101
JB
John D. Butler
FREELANCE WRITER
Mailing Address:
1220 Rosecrans St, No. 248 San Diego, California 92106
Telephone Number: Email Address:
(619) 252-7455 JBWrites@Me.com
Website:
http://JBWrites.com