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,

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.