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Optimize Your Social Media for Success

Optimize Your Social Media for Success



What is SMO and Why Should I Do It?

What is SMO and Why Should I Do It?
Digital Asset Optimization
Campaign Goals
Get > Convert > Measure
Actionable Takeaways



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Optimize Your Social Media for Success Optimize Your Social Media for Success Presentation Transcript

  • Optimize Your Social Media for Success
    • Kurt Krejny
    • Director of SEM Best Practices
    @FathomSEO @KurtKrejny
    • What is SMO and Why Should I Do It?
    • Digital Asset Optimization
    • Campaign Goals
    • Get > Convert > Measure
    • Actionable Takeaways
    • Social Media Optimization (SMO) or Social SEO is the methodization of social media activity with the intent of attracting unique visitors to website content. SMO is one of two online methods of website optimization; the other method is search engine optimization or SEO. Wikipedia
    • The purpose of SMO is to drive traffic to your social properties and main website.
    What is Social Media Optimization (SMO)?
    • Free real estate in search engines
    • Make it easy for your audience to find you
    • Make your content easy to share
    • Spread your message quickly
    • Improve brand visibility and consistency
    • Diversify your creative messaging
    • Proactive online reputation management
    • It supports your SEO keyword efforts
    • It supports your link building efforts
    • Identify new prospects and revenue
    • Build long lasting online relationships
    • If search engines can’t find you, how will your audience find you?
    Why Should I Optimize My Social Media?
    • Content/Promotions Calendar
    • Boilerplate Descriptions
    • Social Property Inventory
    • Blog & RSS Optimization
    • News Releases & Articles 
    • E-Newsletter
    • Videos
    • Whitepapers/Guides
    • PDFs / Presentations
    • Image Gallery / Infographics
    • Event Listings 
    • Free Samples / Demos 
    • Podcasts
    • E-commerce Product Feeds 
    • Tools / Apps / Widgets
    Digital Asset Optimization for Social Media Centrally Located Account Credentials Organized & Optimized
    • Engage prospects and key influencers
    • Create a community of like-minded people
    • Customer service tool
    • Build trust and credibility
    • Improve brand awareness
    • Increase visibility
      • Determine how you want to be found (keywords)
      • Brand / products / services / people / location
      • Non-branded keywords (support SEO keyword strategy)
    • Produce a measureable return on investment
    • Don’t get caught up in a numbers game.
    • Participate for the right reasons.
    Social Media Campaign Goals
    • On-site Promotion Point people to social properties from your website
    • Main site template
      • Consistent location
      • Standard icons
    • Blog / Newsroom
    • About Us page
    • Team page (links to individual profiles)
    • Social sharing buttons
    • Social sign-in and commenting
    • Make it easy for people to follow you.
    Getting Visitors to Social Media
    • Offline Channels to Target Leverage traditional media to point people to social properties
    • Print media
      • Brochures
      • Direct mail
    • Trade show displays
    • Television commercials
    • Radio spots
    • Storefront decals
    • In-store product displays / QR codes
    • Business cards ( Favicards )
    • Let the masses know you are active in social media.
    Getting Visitors to Social Media
    • Online Channels to Target
    • Point people to your website from social properties
    • Cross-promotion and automation
    • Social bookmarking
      • StumbleUpon, Delicious
    • Widgets and badges
    • User-Generated Content / Wiki’s
      • Wikipedia, Squidoo, HubPages, CrunchBase
    • Email newsletter / email signature / automated follow-up
    • Targeted links
      • Place links within News Releases, Articles, Bios, Blog Comments
    • Leverage the power of the social web to build momentum.
    Getting Visitors From Social Media
    • You have a following… so how do you get them to interact
    • and support your business goals?
    • Be transparent
    • Solve problems
    • Be an expert
    • Put out fires / customer service tool
    • Clear up false information
    • Flaunt positive comments / reviews / testimonials
    • Offer incentives / coupons and promo codes
    • Create contests / establish a loyalty program
    • Social reciprocation with key partners
    • Think outside the box. Don’t be afraid to try something fresh and new.
    Converting Social Media Visitors
  • Measuring Social Media
    • I am doing all this great stuff with social media, but how do I know it is supporting my business goals?
    • Google Analytics
      • Referral traffic and visitor quality
        • Time on site, pages per visit, bounce rate, CONVERSIONS!
    • Facebook Insights
      • Tie the data to your activity (impressions, interactions, demographics)
      • Determine best day / time / frequency / topics to post
    • Twitter Influence
      • Klout , Twitter Grader
    • YouTube Insights
      • Viewer drop-off, demographics, engagement
    • Tools are readily available. Use them to measure, analyze and adjust.
    • Employee Participation
      • Accurate job titles
      • Link to company website
      • 100% profile completeness
      • Link to Twitter
      • Join groups and Q&A
    • Optimized Company Page
      • Company details
      • Linked blog
      • Products/Services section
        • Link, YouTube video, special offer, contact
      • Analytics
    • Advertising to specific titles
    • Follow and Recommendation buttons on main website
    • Optimized logo
      • Design for thumbnail
      • Phone number and website
    • Profile completion (images/videos)
    • Show comments by company & others
    • Images get more clicks
    • Facebook Markup Language (FBML)
    • Shopping apps (Payvment)
    • Off-topic posts keep followers engaged
    • Name your page
    • Display “Likes” of key business partners
    • “ Like” button on all page of website
    • Developer showcase
    • Keywords for searchability
    • Create Lists
      • Public (for promotion)
      • Private (for research)
    • Profile Background
    • Promoted Tweets
    • Following/Follower ratio
    • Complete Profile with URL
    • URL shorteners with tracking
      • Bit.ly
    • Tweet button on site
    • CoTweet/Hootsuite
    • Directories
      • Listorious
      • Twellow
    • Second most searched site outside of Google
    • Videos can rank for keywords in Google
    • Channel branding (non profits)
    • Full URL in description
    • Put transcript in description
    • Annotations for interactivity
    • Sponsored videos
    • Embed video on your site
    • Add to Google Places
    • Embed on UGC sites
    • Optimize your social properties for search engines
    • Organize and promote digital assets
    • Participate for the right reasons
    • Measure the return of social media efforts
    Key Takeaways
  • Questions? Kurt Krejny Director of SEM Best Practices @FathomSEO @KurtKrejny www.fathomseo.com/blog