Burgio Massimo SEO and Social Media Marketing - SMX Stockholm 2008

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This is my presentation on SEO and Social Media Marketing for SMX Stockholm 2008, September 24. …

This is my presentation on SEO and Social Media Marketing for SMX Stockholm 2008, September 24.

The presentation explores the components of the optimization of a Social Media Marketing campaign, from Media Asset Optimization to User and Blogosphere engagement - includes a bonus: SEO DETOX, a 12-step program to get out of SEO and into Social Media - and an extra bonus: Global Search Interactive's secret weapon for viral video distribution.

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  • 1. SEO AND SOCIAL MEDIA MARKETING featuring the SEO DETOX Clinic MASSIMO BURGIO founder, chief strategist GLOBAL SEARCH INTERACTIVE globalsearchinteractive.com a proud member of SEMPO
  • 2. SEO DETOX CLINIC a 12-step program to get out of SEO and into social media
  • 3. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags
  • 4. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if optimized)
  • 5. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if optimized) 7 - share what you own (RSS) 8 - share what you know (social search) 9 - share what you like (social bookmarking)
  • 6. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if optimized) 7 - share what you own (RSS) 8 - share what you know (social search) 9 - share what you like (social bookmarking) 10 - other people’s content is good too (embed) 11 - do not buy links, generate them 12 - ranking on Technorati is good as ranking on Google
  • 7. SOCIAL MEDIA ENABLERS Google Universal Search RSS Technology Social Apps and Tools Social Media Networks
  • 8. PEOPLE !!!
  • 9. SOCIAL SEARCH •! Wisdom of crowd / People helping people find stuff •! Online collaborative tools •! Directory building •! Voting & ranking •! Uploading and posting •! Sharing & tagging •! Commenting & bookmarking •! Top SERP for blogs and social networks result pages •! Context, freshness, relevancy
  • 10. WHAT IS SOCIAL MEDIA? •! Online practices and technologies that users adopt to share content, opinions, insights, experiences, perspectives, and the same media •! Content in social media can take the form of text, graphics, audio, or video. Several formats can be mixed •! Social Media sites typically provide users with communication-enabling technologies and tools such as message boards, forums, podcasts, bookmarks, communities, wikis, blogs etc.
  • 11. SOCIAL MEDIA NETWORKS •! Social networking sites •! Online collaborative tools •! Photo / video sharing sites •! News aggregators •! Blogs / bloggers’ communities •! Forums / Message boards •! Social bookmarking •! Podcasting / videocasting
  • 12. SOCIAL MEDIA MARKETING SOCIAL MEDIA SEARCH Relevant Search Optimized Engine Content Optimization Media Assets Optimization Social Media Optimization
  • 13. SOCIAL MEDIA MARKETING SOCIAL MEDIA SEARCH Relevant Search Optimized Engine Content Optimization Media Assets Optimization on-page tactics / process of Social Media trying to get one's content more Optimization widely distributed across multiple social media networks
  • 14. MEDIA ASSET OPTIMIZATION Optimize texts, webpages, press releases, etc Use tags and categories in blogs Tag pictures and video Use RSS to maximize reach Adopt viral content distribution Share (optimized) content on social networks Submit optimized content to directories and engines
  • 15. SOCIAL MEDIA MARKETING MEDIA ASSETS OPTIMIZATION Optimize texts, webpages, press releases, etc Use tags and categories in blogs Tag pictures and video Use RSS to maximize reach Adopt viral content distribution Share (optimized) content on social networks Submit optimized content to directories and engines SOCIAL NETWORKING Optimize profiles on social media networks Engage with social groups and blogosphere Share content / knowledge on social spaces
  • 16. E-SHELF VIDEO VIRAL STRATEGY Global Search Interactive’s secret weapon
  • 17. E-SHELF VIDEO VIRAL STRATEGY www.tubemogul.com
  • 18. SOCIAL MEDIA MARKETING OR NOT? •! Brand reach / penetration •! User engagement (B2C, B2B, C2C, C2B) •! Business social networking (B2B, B2C, C2C) •! E-shelf / SERP real estate •! Anticipate competitors
  • 19. 4Ps OF SOCIAL MEDIA MARKETING PASSION PATIENCE PERSEVERANCE PROACTIVITY
  • 20. I’M VERY SOCIAL =)
  • 21. THANKS / TACK Massimo Burgio massimo@globalsearchinteractive.com www.slideshare.net/massimoburgio/