What is Social Media Optimization and Marketing Tips

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What is Social Media Optimization and Marketing Tips. …

What is Social Media Optimization and Marketing Tips.

SEO, SMO, Internet marketing, Digital marketing, Google, Facebook, Twitter, Social Media Marketing, Social media, Social Media Strategy, Search engine optimization, Search Engines,

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  • 1. “Free Traffic” Social Media Optimization and Marketing 101.
  • 2. Before We Go On ‣ What is Social Media? ‣ Blogs ‣ Social News ‣ Social Networking ‣ Online Video ‣ Why Should I Use Social Media ‣ Low Cost ‣ High Return, High Impact ‣ Compatible With Other Campaigns
  • 3. 9 Industry Rules of Social Media Optimization ‣ 1. Know your audience and how to target it. Use analytics. ‣ 2. Create original content and don’t be afraid to try new things (stay fresh). ‣ 3. Increase your linkability by creating evergreen content (resources) and rewarding links. ‣ 4. Make tagging, bookmarking, and sharing easy. ‣ 5. Help your content travel through RSS, email subscriptions and newsletters, embeds, mashups, ebooks.
  • 4. 9 Industry Rules of Social Media Optimization ‣ 6. Reward and thank helpful and valuable users, linkers, and traffic sources. ‣ 7. Be real and genuine. ‣ 8. Participate. ‣ 9. Make SMO part of your process and best practices, develop a strategy and use the tactics wisely.
  • 5. Some Notes: ‣ Less than 10% of Fortune 500 companies know, understand the value, and correctly use social media. ‣ Almost all social media campaigns are too generic and unfocused (don’t have a clear goal or don’t pay attention to specific communities and demographics). ‣ Most social media campaigns don’t last long enough to be valuable and expect too much in too little time.
  • 6. Short-term strategy
  • 7. Long-term strategy
  • 8. Statistics that matter (Digg culture) ‣ Audience preferences. ‣ Popularity by container. ‣ Popularity by keyword. ‣ Popularity by day.
  • 9. Audience preferences
  • 10. Audience preferences
  • 11. Audience preferences
  • 12. Audience preferences
  • 13. Demographics
  • 14. Links by container
  • 15. Links by keyword
  • 16. Conversion rate
  • 17. Two Main Components ‣ Content ‣ Copywriting. ‣ Design. ‣ Community ‣ Participation. ‣ Presence. ‣ Connections and Conversations.
  • 18. Content - Actionable Items ‣ The 10-second rule: making your content pop! ‣ Writing for regular readers, search engines, and social media. ‣ Social media friendly site design. ‣ High impact content above the scroll.
  • 19. The 10-second rule: making your content pop! ‣ The average reader reads about 240 words per minute, where as a diagonal reader ‘reads’ (actually scans) closer to 15 words per second or about 900 words per minute, looking at the following aspects of your content: ‣ 1. The title or headline of your post. ‣ 2. The subtitles or subheadings within the post. ‣ 3. Any bold, underlined, “quoted”, or otherwise highlighted text. ‣ 4. Pictures, graphs, charts, or images of any nature. ‣ 5. A summary of the article.
  • 20. The 10-second rule: making your content pop! ‣ Questions you must answer before you’re finished: ‣ Do you really have something to say? Is it an original thought? ‣ Is it possible to quickly summarize your point? ‣ Is the point you’re trying to make apparent?
  • 21. Writing for regular readers, search engines, and social media. ‣ 1. The page title should be short and to the point. Titles lengths should average between 60 and 80 characters. ‣ 2. Your keywords must be in your title, but the trick is doing this without making the headline unattractive and boring. ‣ 3. If possible, use your key words in the beginning. Because these readers are scanning the search results for keywords they will want to see certain words pop out from the onset.
  • 22. The Social Media Title
  • 23. Example
  • 24. Writing for regular readers, search engines, and social media. ‣ The formula: ‣ [Number] [Adjective] [Key Phrase] ‣ Examples (all different niches): ‣ [10] [Impressive] [Parkour and Free Running] Videos ‣ [8] [Remarkable] [Palace, Fort and Castle Hotels] ‣ [20] [Eye-Catching] Pieces of [‘Recycled’ Urban Furniture]
  • 25. Social media friendly site design ‣ Your Site URL Structure and Hosting Service, Things to Avoid: ‣ 1. Hyphens or numbers in your domain name. ‣ 2. Keyword-stuffed domain name. ‣ 3. Any non-dot-com domain name. ‣ 4. Not self-hosted.
  • 26. Social media friendly site design ‣ The General Site Design ‣ Take Down the Registration-Wall or Pay-Wall ‣ Are You Overselling Advertisements (or Using All The Wrong Ads)? ‣ Stop the Widgetization of your Blog ‣ Show Some Interest in Your Community ‣ Recognition ‣ Access (to popular content, etc.)
  • 27. High impact content above the scroll ‣ Goal: Make the attention count, maximize conversions. ‣ 1. Put serious thought into your title. ‣ 2. Start with a striking visual cue. ‣ 3. Have substance above the scroll ‣ 4. Make an engaging opening splash ‣ Ask yourself: Does my design draw attention directly to the content? Does it make older content easy to access?
  • 28. No-impact content above the scroll
  • 29. No-impact content above the scroll
  • 30. No-impact content above the scroll
  • 31. High impact content above the scroll
  • 32. High impact content above the scroll
  • 33. High impact content above the scroll
  • 34. Two Main Components ‣ Content ‣ Copywriting. ‣ Design. ‣ Community ‣ Participation. ‣ Presence. ‣ Connections and Conversations.
  • 35. Community- Actionable Items ‣ The social media manual. ‣ How to be sharing without being overbearing.
  • 36. The social media manual. ‣ Start by learning about the site and its audience. ‣ Know why you want to use the site (not just for selfpromotion). ‣ Don’t be a troll, consider what the other community members want. ‣ Participate in moderation. ‣ Use your fans don’t abuse your fans. ‣ Give back to the community.
  • 37. 5 Ways to share your content to higher exposure ‣ Instant Messenger ‣ Email ‣ Using the ‘share’ feature (share, shouts, site-mail, direct-messaging) ‣ Micro-blogging/Lifestreaming ‣ Google groups, Skype groups, etc. ‣ Note: I don’t recommend using most of these tactics.
  • 38. How to be sharing without being overbearing. ‣ If you’re going to share, be open to have others share with you. ‣ Share with those that share. ‣ Share once. ‣ Don’t share randomly. ‣ Get personal, share eloquently. ‣ Don’t just share, offer to help.
  • 39. So, Where’s the free traffic? ‣ 5 Steps to Free Social Media Traffic: ‣ 1.Study the audience demographic. ‣ 2. Create appropriate content. ‣ 3. Socialize with the target community. ‣ 4. Seed the content to the community. ‣ 5. Understand the algorithm or promotion patterns. ‣ Afterthoughts: Make sure your site can withstand the influx of traffic.
  • 40. Sample Demographics
  • 41. The Digg Algorithm ‣ About the algorithm: ‣ Recent participation rank of user and followers. ‣ Voting activity on the site. ‣ Submission category and activity in the category. ‣ Speed of votes and diversity of voters. ‣ Buries received. ‣ Comments and comment ratings received.
  • 42. The Digg Algorithm ‣ Misconceptions regarding the algorithm: ‣ Wrong: An absolute number of votes is required. ‣ Wrong: You're doomed if your story isn't submitted by a top user. ‣ Wrong: Number of friends is important. ‣ Wrong: There is a 24-hour window for success.
  • 43. Social Media and Search ‣ The beautiful thing about social media optimization and marketing is that can sit right on top of your search engine optimization and marketing.
  • 44. Using social media to increase search visibility.
  • 45. Using social media to increase search visibility.
  • 46. Using social media to increase search visibility.
  • 47. Using social media to increase search visibility.
  • 48. Using social media to increase search visibility.
  • 49. Examples ‣ A couple of examples of good social media content. ‣ Note that the content is relevant to the blog, the root site, and is developed keeping the social media formula (as well as category and title keyword popularity) in mind.
  • 50. Examples from Scratch
  • 51. Examples from Scratch
  • 52. Examples from Scratch
  • 53. Calculating Return on Investment ‣ Unique Visitors, Page Views, and Time Spent ‣ Comment on the socialized page and comments on your site. ‣ Cross-Pollination. ‣ Explicit Conversions (Registrations, Subscriptions, AdClicks, etc.) ‣ Linkbuilding, Long-Tail Traffic, and SERPs ranking. ‣ Branding and Mindshare.
  • 54. 5 Essential Rules of Social Media Optimization ‣ Embrace technology, transparency, and community, rather than fight them. ‣ Know what you’re doing, your audience demographic, and ultimate goals. ‣ Focus your energy on specific niches and sites rather than hedging your bets. ‣ Create value rather than expecting value. ‣ Encourage and reward interaction and engagement.