How SMO Went Viral - And Where It Is Heading Next

How SMO Went ViralAnd What It Means For Our Future
Rohit Bhargava
Author, Personality Not Included
SVP, Global Strategy & Marketing, Ogilvy
Professor Of Marketing, Georgetown University
@rohitbhargava
#smobackstory
Presented At:

The Ultimate Keyboard?
2

IN 2006, WE HAD A BIG PROBLEM:
#seo
Why was great content getting consistently outranked by optimized crap?
3

What we were doing ...
4

What we needed to do ...
5

How would we build our content if our #1 priority became sharing?
7

The Original Rules Of SMO
9

On August 10, SMO was first introduced in a blog post.
10

Within a week, 11 more rules were added.
Jeremiah Owyang
Cameron Olthius
Loren Baker
Lee Odden
And they were translated into 18 languages.
11

It was noted as one of the top 100 blog posts of 2006 and added to Wikipedia.
12

LEADING TO THE LAST RULE:
#smorule17
Don't be afraid to let go of a message or idea and let others own it.
15

Over the next 4 years, SMO took off.
16

The NEW Rules Of SMO
17

In 2010, life on the web had changed – and blogging was no longer king.
18

The 5 Rules of SMO
Increase your linkability.
Make tagging and bookmarking easy
Reward inbound links
Help your content travel.
Encourage the mashup.
20

The 5 New Rules of SMO
Create shareable content.
Make sharing easy.
Reward engagement.
Proactively share content.
Encourage the mashup.
21

What Mattered In 2006
What Matters Today
Links
Tagging
Comments
Blog centric
Bookmarking
Mashup
Sharing
Conversations
Engagement
Content centric
Recommending
Mashup
22

What’s Next?
23

#Likeonomics
The new global currency isn’t made of paper, it’s made of relationships.
25

bit.ly/cokefriendship
In the affinity economy, the most shareable content will always win.
26

The new job of the marketer is to find, create or inspire great content … and use optimization to set it free.
27

Thank you!
Visit www.likeonomics.com for an exclusive sneak peek at my upcoming book.
Twitter:
@rohitbhargava
Get In Touch!
www.readpni.comwww.ogilvy.comwww.facebook/rohitbhargava

How SMO Went Viral - And Where It Is Heading Next

by Rohit Bhargava on May 23, 2011

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How SMO Went Viral - And Where It Is Heading Next — Presentation Transcript

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