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Introduction to Social Media Optimization
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Introduction to Social Media Optimization






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Introduction to Social Media Optimization Introduction to Social Media Optimization Presentation Transcript

  • How do people use the web to find stuff?
    • IN THE BEGINNING: DIRECTORIES Directories like Yahoo circa 1997 acted as leaping-off points.
    • AND LO, THEN CAME: SEARCH ENGINES As search engine algorithms improved, people began simply searching for what they wanted, leading to Search Engine Optimization (SEO).
    • AND NOW: SOCIAL MEDIA People use blogs, social networking sites, and wikis to find news and information filtered by their interests.
    • Is your web campaign optimized to make the most of this trend?
  • What exactly is Social Media?
    • Social media includes online technologies used to share content, opinions, and media.
    • Key content ingredients: interactivity and sharing
    • Syndicatable, linkable, easily reused
      • Blogs
      • Wikis
      • Social networking (MySpace, Facebook)
      • Presence apps (Twitter and Jaiku)
      • Video sharing (YouTube , Vimeo)
      • News aggregation (Digg and Reddit)
      • Photo sharing (Flickr)
      • Virtual Reality (Second Life)
      • Social bookmarking (del.icio.us)
    View slide
  • So, who cares?
    • Tip of the iceberg
      • 100+ million MySpace members
      • 70+ million blogs
      • 30+ million Facebook members
      • (Source: Wikipedia)
    • 70% of consumers actively looking for ways to block, opt-out, or eliminate advertising (source: 2005 study by Yankelovich)
    View slide
  • Why optimize for Social Media?
    • When you optimize a website for social media, you don’t just get more traffic — you open a dialog with your market .
      • Make it easy for people to share (email, social links)
      • Make it easy for people to interact (comments)
      • Make it easy for people to evangelize (permalinks)
    • Ultimately, when you’re conscious of SMO, you’re giving your web campaign social media legs.
  • Seven rules for SMO courtesy of Rohit Bhargava and Jeremiah Owyang
    • Increase your linkability
    • Make bookmarking easy
    • Reward inbound links
    • Help your content travel
    • Encourage the mashup
    • Be a user resource, even if it doesn't help you
    • Reward helpful and valuable users
  • 1. Increase your linkability
    • Write content people want to link -- content that starts a conversation
    • Enable direct linking to every little bit of content, especially videos
    • Allow users to embed your video, photo, or written content on their sites
    • Avoid burying written content in Flash files or other unlinkable formats
    • Remember: if they can’t link you, they can’t talk about you
  • 2. Make bookmarking easy
    • Make it simple for people to save your site and keep up with it
    • Bookmarking allows people to return and share via social linking sites like del.icio.us
    • RSS feeds are key here: deliver your content to people
  • 3. Reward inbound links
    • Who’s linking to you and what are they saying?
    • Track your inbound links
    • Allow display of trackbacks
    • Highlight people who write about you
    • Engage in conversations on blogs that link to you
  • 4. Help your content travel
    • “ Send to a friend” is the Web 1.0 version of this
    • Web 2.0 means:
      • RSS feeds so that people can syndicate your content
      • Embeddable content
      • Widgets and tools for people to use on their blogs or Facebook pages
      • Quick links to social bookmarking sites like del.ici.ous
  • 5. Encourage the mashup
    • Let others use your content or tools to produce something a bit different or outside of the box with your stuff.
    • This is hard for brand-focused folks, and can backfire . It’s a risk, but when someone spends time pimping your product for you, the payoff is huge .
    • APIs
    • Facebook
    • Popfly
  • 6. Be a user resource, even if it doesn’t help you
    • Add value and outbound links, even if it doesn’t help in the short term, it will in the long
    • Build credibility for long term results
    • This is another risky one with big payoffs
    • The Uncareers Site
  • 7. Reward helpful and valuable users
    • Think social: you’re asking people to help you spread your message; so thank them!
    • Every blogger is an egotist; cater to that
    • People want to feel important
  • The summary
    • Create web campaigns that allow people to have conversations and build a relationship with you/the brand .
    • Assume everyone wants to talk about you , and make it easy for them to do so.