Social Media Optimization as the Segment of Online Reputation Management Dragan Varagić , E-business department of Electrical an Computer Engineering College, Belgrade, www.vets.edu.yu

Social Media Optimization (SMO) www.draganvaragic.com www.alexa.com Web 2.0 = Architecture of Participation Social Media = Engagement SMO = Corporate Online Engagement iTunes > WalMart www.draganvaragic.com

Social Media Platforms www.draganvaragic.com Universal McCann, March 2008

Social Media Optimization Definition www.draganvaragic.com Rohit Bhargava : Social Media Optimization is a process of optimizing your site/blog to be more visible in social media searches and sites, more easily linked by other sites, and more frequently discussed online in blog posts and other social media.

Brand/Reputaton Mgmt Matrix & SMO www.draganvaragic.com Dragan Varagic, 2008; Inspired by: Ogilvy PR Worldwide, SMO , 2006 Brand & Reputation Positioning Integration Content & Synication Engagement Brand & Reputation Positioning Integration Engagement Brand Recognition Brand Awareness Content & Synication Classic & online channels communication Strategy & Tactics Development Results & Evaluation

Social Media Optimization Activities www.draganvaragic.com Technical Activities Communication Activities Dragan Varagic, 2008; Adapted from www..thenewpr.com Increase site linkability Often update content, blog… Easy tagging & bookmarking Tags, “add to del.icio.us”… Reward inbound links Use permalinks Help your content travel RSS, your AVIs on YouTube… Encourage the mashup Google maps, YouTube video… Participate (Conversations) Other blogs, Facebook, Digg… Create usable content … And people will share it. Do not cheat (fake) Transparency pays off… Target your audience You don’t want to be spammer. SMO in your biz process Integrate SMO in your company.

Social Media & Reputation Research www.draganvaragic.com Social media impacts brands reputation: – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs Universal McCann, March 2008

Social Media Corporate Use www.draganvaragic.com http://partnerpage.google.com/seobook.com

Social Media Corporate Use www.draganvaragic.com www2.netvibes.com/ford

Social Media Corporate Use www.draganvaragic.com www.youtube.com/user/WorldBank

Social Media Corporate Use www.draganvaragic.com www. facebook.com

Social Media Optimization – How To www.draganvaragic.com 1. To understand SMO, you must use Social Media . 2. It is not about technology, it is about two-way communication (un-controlable environment). Learn to listen! 3. The real effects of SMO could have a strong viral component. Create a great content . You Have to be Engaged!

Media 3.0 www.draganvaragic.com Sherry Heyl, Consulting 2.0, 2007

Social Media Optimization as the Segment of Online Reputation Management Dragan Varagić , E-business department of Electrical an Computer Engineering College, Belgrade, www.vets.edu.yu