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Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
Free Traffic  Seo Smo 101 (Search Engine   Social Media Optimization) Presentation 1
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Free Traffic Seo Smo 101 (Search Engine Social Media Optimization) Presentation 1

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  • 1. “ Free Traffic” <ul><li>Social Media Optimization and Marketing 101. </li></ul>
  • 2. Notes <ul><li>The presentation will be available online. </li></ul><ul><li>All the research, charts, figures, and articles referenced will be available online. </li></ul><ul><li>Links and additional notes will be online. </li></ul><ul><li>Any direct questions should be directed to: </li></ul><ul><ul><li>[email_address] </li></ul></ul>
  • 3. Before We Go On <ul><li>What is Social Media? </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social News </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><li>Why Should I Use Social Media </li></ul><ul><ul><li>Low Cost </li></ul></ul><ul><ul><li>High Return, High Impact </li></ul></ul><ul><ul><li>Compatible With Other Campaigns </li></ul></ul>
  • 4. 9 Industry Rules of Social Media Optimization <ul><li>1. Know your audience and how to target it. Use analytics. </li></ul><ul><li>2. Create original content and don’t be afraid to try new things (stay fresh). </li></ul><ul><li>3. Increase your linkability by creating evergreen content (resources) and rewarding links. </li></ul><ul><li>4. Make tagging, bookmarking, and sharing easy. </li></ul><ul><li>5. Help your content travel through RSS, email subscriptions and newsletters, embeds, mashups, e-books. </li></ul>
  • 5. 9 Industry Rules of Social Media Optimization <ul><li>6. Reward and thank helpful and valuable users, linkers, and traffic sources. </li></ul><ul><li>7. Be real and genuine. </li></ul><ul><li>8. Participate. </li></ul><ul><li>9. Make SMO part of your process and best practices, develop a strategy and use the tactics wisely. </li></ul>
  • 6. Some Notes: <ul><li>Less than 10% of Fortune 500 companies know, understand the value, and correctly use social media. </li></ul><ul><li>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). </li></ul><ul><li>Most social media campaigns don’t last long enough to be valuable and expect too much in too little time. </li></ul>
  • 7. Short-term strategy
  • 8. Long-term strategy
  • 9. Statistics that matter (Digg culture) <ul><li>Audience preferences. </li></ul><ul><li>Popularity by container. </li></ul><ul><li>Popularity by keyword. </li></ul><ul><li>Popularity by day. </li></ul>
  • 10. Audience preferences
  • 11. Audience preferences
  • 12. Audience preferences
  • 13. Audience preferences
  • 14. Demographics
  • 15. Links by container
  • 16. Links by keyword
  • 17. Conversion rate
  • 18. Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Participation. </li></ul></ul><ul><ul><li>Presence. </li></ul></ul><ul><ul><li>Connections and Conversations. </li></ul></ul>
  • 19. Content - Actionable Items <ul><li>The 10-second rule: making your content pop! </li></ul><ul><li>Writing for regular readers, search engines, and social media. </li></ul><ul><li>Social media friendly site design. </li></ul><ul><li>High impact content above the scroll. </li></ul>
  • 20. The 10-second rule: making your content pop! <ul><li>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: </li></ul><ul><ul><li>1. The title or headline of your post. </li></ul></ul><ul><ul><li>2. The subtitles or subheadings within the post. </li></ul></ul><ul><ul><li>3. Any bold , underlined , “quoted”, or otherwise highlighted text. </li></ul></ul><ul><ul><li>4. Pictures, graphs, charts, or images of any nature. </li></ul></ul><ul><ul><li>5. A summary of the article. </li></ul></ul>
  • 21. <ul><li>Questions you must answer before you’re finished: </li></ul><ul><ul><li>Do you really have something to say? Is it an original thought? </li></ul></ul><ul><ul><li>Is it possible to quickly summarize your point? </li></ul></ul><ul><ul><li>Is the point you’re trying to make apparent? </li></ul></ul>The 10-second rule: making your content pop!
  • 22. Writing for regular readers, search engines, and social media. <ul><li>1. The page title should be short and to the point. Titles lengths should average between 60 and 80 characters. </li></ul><ul><li>2. Your keywords must be in your title, but the trick is doing this without making the headline unattractive and boring. </li></ul><ul><li>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. </li></ul>
  • 23. The Social Media Title
  • 24. Example
  • 25. <ul><li>The formula: </li></ul><ul><ul><li>[Number] [Adjective] [Key Phrase] </li></ul></ul><ul><li>Examples (all different niches): </li></ul><ul><ul><li>[10] [Impressive] [Parkour and Free Running] Videos </li></ul></ul><ul><ul><li>[8] [Remarkable] [Palace, Fort and Castle Hotels] </li></ul></ul><ul><ul><li>[20] [Eye-Catching] Pieces of [‘Recycled’ Urban Furniture] </li></ul></ul>Writing for regular readers, search engines, and social media.
  • 26. Social media friendly site design <ul><li>Your Site URL Structure and Hosting Service, Things to Avoid: </li></ul><ul><ul><li>1. Hyphens or numbers in your domain name. </li></ul></ul><ul><ul><li>2. Keyword-stuffed domain name. </li></ul></ul><ul><ul><li>3. Any non-dot-com domain name. </li></ul></ul><ul><ul><li>4. Not self-hosted. </li></ul></ul>
  • 27. Social media friendly site design <ul><li>The General Site Design </li></ul><ul><ul><li>Take Down the Registration-Wall or Pay-Wall </li></ul></ul><ul><ul><li>Are You Overselling Advertisements (or Using All The Wrong Ads)? </li></ul></ul><ul><ul><li>Stop the Widgetization of your Blog </li></ul></ul><ul><ul><li>Show Some Interest in Your Community </li></ul></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Access (to popular content, etc.) </li></ul></ul>
  • 28. High impact content above the scroll <ul><li>Goal: Make the attention count, maximize conversions. </li></ul><ul><li>1. Put serious thought into your title. </li></ul><ul><li>2. Start with a striking visual cue. </li></ul><ul><li>3. Have substance above the scroll </li></ul><ul><li>4. Make an engaging opening splash </li></ul><ul><li>Ask yourself: Does my design draw attention directly to the content? Does it make older content easy to access? </li></ul>
  • 29. No-impact content above the scroll
  • 30. No-impact content above the scroll
  • 31. No-impact content above the scroll
  • 32. High impact content above the scroll
  • 33. High impact content above the scroll
  • 34. High impact content above the scroll
  • 35. Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Participation. </li></ul></ul><ul><ul><li>Presence. </li></ul></ul><ul><ul><li>Connections and Conversations. </li></ul></ul>
  • 36. Community- Actionable Items <ul><li>The social media manual. </li></ul><ul><li>How to be sharing without being overbearing. </li></ul>
  • 37. The social media manual. <ul><li>Start by learning about the site and its audience. </li></ul><ul><li>Know why you want to use the site (not just for self-promotion). </li></ul><ul><li>Don’t be a troll, consider what the other community members want. </li></ul><ul><li>Participate in moderation. </li></ul><ul><li>Use your fans don’t abuse your fans. </li></ul><ul><li>Give back to the community. </li></ul>
  • 38. 5 Ways to share your content to higher exposure <ul><li>Instant Messenger </li></ul><ul><li>Email </li></ul><ul><li>Using the ‘share’ feature (share, shouts, site-mail, direct-messaging) </li></ul><ul><li>Micro-blogging/Lifestreaming </li></ul><ul><li>Google groups, Skype groups, etc. </li></ul>
  • 39. How to be sharing without being overbearing. <ul><li>If you’re going to share, be open to have others share with you. </li></ul><ul><li>Share with those that share. </li></ul><ul><li>Share once. </li></ul><ul><li>Don’t share randomly. </li></ul><ul><li>Get personal, share eloquently. </li></ul><ul><li>Don’t just share, offer to help. </li></ul>
  • 40. So, Where’s the free traffic? <ul><li>5 Steps to Free Social Media Traffic: </li></ul><ul><ul><li>1.Study the audience demographic. </li></ul></ul><ul><ul><li>2. Create appropriate content. </li></ul></ul><ul><ul><li>3. Socialize with the target community. </li></ul></ul><ul><ul><li>4. Seed the content to the community. </li></ul></ul><ul><ul><li>5. Understand the algorithm or promotion patterns. </li></ul></ul><ul><ul><li>Afterthoughts: Make sure your site can withstand the influx of traffic. </li></ul></ul>
  • 41. Sample Demographics
  • 42. The Digg Algorithm <ul><li>About the algorithm: </li></ul><ul><ul><li>Recent participation rank of user and followers. </li></ul></ul><ul><ul><li>Voting activity on the site. </li></ul></ul><ul><ul><li>Submission category and activity in the category. </li></ul></ul><ul><ul><li>Speed of votes and diversity of voters. </li></ul></ul><ul><ul><li>Buries received. </li></ul></ul><ul><ul><li>Comments and comment ratings received. </li></ul></ul>
  • 43. The Digg Algorithm <ul><li>Misconceptions regarding the algorithm: </li></ul><ul><ul><li>Wrong: An absolute number of votes is required. </li></ul></ul><ul><ul><li>Wrong: You're doomed if your story isn't submitted by a top user. </li></ul></ul><ul><ul><li>Wrong: Number of friends is important. </li></ul></ul><ul><ul><li>Wrong: There is a 24-hour window for success. </li></ul></ul>
  • 44. Social Media and Search <ul><li>The beautiful thing about social media optimization and marketing is that can sit right on top of your search engine optimization and marketing. </li></ul>
  • 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. Using social media to increase search visibility.
  • 50. Examples <ul><li>A couple of examples of good social media content. </li></ul><ul><li>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. </li></ul>
  • 51. Examples from Scratch
  • 52. Examples from Scratch
  • 53. Examples from Scratch
  • 54. Calculating Return on Investment <ul><li>Unique Visitors, Page Views, and Time Spent </li></ul><ul><li>Comment on the socialized page and comments on your site. </li></ul><ul><li>Cross-Pollination. </li></ul><ul><li>Explicit Conversions (Registrations, Subscriptions, Ad-Clicks, etc.) </li></ul><ul><li>Linkbuilding, Long-Tail Traffic, and SERPs ranking. </li></ul><ul><li>Branding and Mindshare. </li></ul>
  • 55. 5 Essential Rules of Social Media Optimization <ul><li>Embrace technology, transparency, and community, rather than fight them. </li></ul><ul><li>Know what you’re doing, your audience demographic, and ultimate goals. </li></ul><ul><li>Focus your energy on specific niches and sites rather than hedging your bets. </li></ul><ul><li>Create value rather than expecting value. </li></ul><ul><li>Encourage and reward interaction and engagement. </li></ul>

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