IAB AtelierSocial Media Optimization &E-Reputation ManagementTom Michiels – February 8, 2011
SOCIAL MEDIA OPTIMIZATIONINTRODUCTION
© Image: justasorethumb.wordpress.com
CONVERSATION
CONVERSION
Social Media Optimization =A different approach to Social Media                              © Image: www.gva.be
Think of social                                                       media as your                                       ...
SOCIAL MEDIA OPTIMIZATIONEVOLUTION & STRATEGY
Search is changing© Image: Elliance
search engine algorithms are becoming human                                    © Image: www.sxc.hu
“YouTube, Twitter & Facebook willmerge to form one super time-wastingwebsite called YouTwitFace.”Conan O’Brien, The Tonigh...
Universal Search ComplexityTwitter resultsOrganic results                                       Search WikiIncluding stock...
Social & Search (1)
Social & Search (2)
Social & Search (3)
It all comes down to…             targetting & performance                                             Location           ...
SEO objectives by Social Media use
Goals of integrating social media with SEO
The ROI of search and social media
Questions on SEO & SMO strategy                  How best to build links                  with social media ? What kind of...
The Silo Problem :    Approaching SEO and Social Media as                    independent tactics.                         ...
What is Social Media Optimization?   Visibility   Linkability   Findability
SOCIAL MEDIA OPTIMIZATIONTIPS & TRICKS
The transformative equation for business
5 SEO tactics for blogs                                   •   Titles                                   •   Descriptions   ...
Where to use keywords
One click social sharing
Think of the     • Novelty • DependabilityN.U.D.E. score   • Utility • Economy
Facebook content optimization         •   Page Name         •   Vanity URL         •   Keyword rich text in “About” box & ...
LinkedIn content optimization               •   Use keywords where possible                   (headline, summary, job titl...
Video SEO    •   Funny – professional – offensive    •   Title - Description    •   Keyword tags    •   Create a channel  ...
What about Twitter ?•   Increase awareness•   Attract links•   Name + Bio•   URL•   Real-time search results
Most social networks use no-follow links                                  © Image: Mark Mallett
SOCIAL MEDIA OPTIMIZATIONTO MEASURE IS TO KNOW
KPI’s for social media• Traffic• Engagement• Goal conversion• Direct sales (e-commerce)• Cost savings
Google Analytics
Don’t forget about being human!
Thank you!Tom MichielsStrategic Account ManagerE: Tom.Michiels@queromedia.comQueroMedia NVDe Villermontstraat 92550 Kontic...
Social Media Optimization & E-Reputation Management - IAB Atelier February 8, 2011
Social Media Optimization & E-Reputation Management - IAB Atelier February 8, 2011
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Social Media Optimization & E-Reputation Management - IAB Atelier February 8, 2011

  1. 1. IAB AtelierSocial Media Optimization &E-Reputation ManagementTom Michiels – February 8, 2011
  2. 2. SOCIAL MEDIA OPTIMIZATIONINTRODUCTION
  3. 3. © Image: justasorethumb.wordpress.com
  4. 4. CONVERSATION
  5. 5. CONVERSION
  6. 6. Social Media Optimization =A different approach to Social Media © Image: www.gva.be
  7. 7. Think of social media as your Digital footprint© Image: thefauxistinternational.files.wordpress.com
  8. 8. SOCIAL MEDIA OPTIMIZATIONEVOLUTION & STRATEGY
  9. 9. Search is changing© Image: Elliance
  10. 10. search engine algorithms are becoming human © Image: www.sxc.hu
  11. 11. “YouTube, Twitter & Facebook willmerge to form one super time-wastingwebsite called YouTwitFace.”Conan O’Brien, The Tonight ShowYear 3000 sketch - June 2, 2009 © Image: ticketbuzz
  12. 12. Universal Search ComplexityTwitter resultsOrganic results Search WikiIncluding stock quotes, and site links Store locater Video Results Local Results
  13. 13. Social & Search (1)
  14. 14. Social & Search (2)
  15. 15. Social & Search (3)
  16. 16. It all comes down to… targetting & performance Location Keywords …smart targeting Timing …in a more & more Connections…challenging & complex digital environment Device Behavioural (gender) …
  17. 17. SEO objectives by Social Media use
  18. 18. Goals of integrating social media with SEO
  19. 19. The ROI of search and social media
  20. 20. Questions on SEO & SMO strategy How best to build links with social media ? What kind of social media works best for SEO ? Do social media links pass Pagerank ?
  21. 21. The Silo Problem : Approaching SEO and Social Media as independent tactics. © Image: Jim Corwin
  22. 22. What is Social Media Optimization? Visibility Linkability Findability
  23. 23. SOCIAL MEDIA OPTIMIZATIONTIPS & TRICKS
  24. 24. The transformative equation for business
  25. 25. 5 SEO tactics for blogs • Titles • Descriptions • Keywords • Tags • Anchor texts© Image: Elliance
  26. 26. Where to use keywords
  27. 27. One click social sharing
  28. 28. Think of the • Novelty • DependabilityN.U.D.E. score • Utility • Economy
  29. 29. Facebook content optimization • Page Name • Vanity URL • Keyword rich text in “About” box & “Info” tab • Use static FMBL to add tabs & boxes • Link from external sites to your page • Encourage fans
  30. 30. LinkedIn content optimization • Use keywords where possible (headline, summary, job title, ...) • Make your profile public • Recommendations • Anchor text in website links • Participate in Groups • Participate in LinkedIn Answers
  31. 31. Video SEO • Funny – professional – offensive • Title - Description • Keyword tags • Create a channel • Monitor Number of views & Rating • Embed videos
  32. 32. What about Twitter ?• Increase awareness• Attract links• Name + Bio• URL• Real-time search results
  33. 33. Most social networks use no-follow links © Image: Mark Mallett
  34. 34. SOCIAL MEDIA OPTIMIZATIONTO MEASURE IS TO KNOW
  35. 35. KPI’s for social media• Traffic• Engagement• Goal conversion• Direct sales (e-commerce)• Cost savings
  36. 36. Google Analytics
  37. 37. Don’t forget about being human!
  38. 38. Thank you!Tom MichielsStrategic Account ManagerE: Tom.Michiels@queromedia.comQueroMedia NVDe Villermontstraat 92550 Kontich, BelgiumT: +32 3 450 82 00W: www.queromedia.beE: info@queromedia.be

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