Social Media Optimization Matrix Dragan Varagic

Slide 1: 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

Slide 2: www.draganvaragic.com Social Media Optimization (SMO) Web 2.0 = Architecture of Participation Social Media = Engagement SMO = Corporate Online Engagement iTunes > WalMart www.alexa.com www.draganvaragic.com

Slide 3: www.draganvaragic.com Social Media Platforms Universal McCann, March 2008

Slide 4: www.draganvaragic.com Social Media Optimization Definition 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.

Slide 5: www.draganvaragic.com Brand/Reputaton Mgmt Matrix & SMO Strategy & Tactics Development Classic & online channels communication Brand Recognition Brand Awareness Brand Content & & Reputation Synication Positioning Engagement Integration Positioning Content & Integration Synication Brand & Engagement Reputation Results & Evaluation Dragan Varagic, 2008; Inspired by: Ogilvy PR Worldwide, SMO, 2006

Slide 6: www.draganvaragic.com Social Media Optimization Activities Technical Activities Communication Activities Increase site linkability Participate (Conversations) Often update content, blog… Other blogs, Facebook, Digg… Easy tagging & bookmarking Create usable content Tags, “add to del.icio.us”… … And people will share it. Reward inbound links Do not cheat (fake) Use permalinks Transparency pays off… Help your content travel Target your audience RSS, your AVIs on YouTube… You don’t want to be spammer. Encourage the mashup SMO in your biz process Google maps, YouTube video… Integrate SMO in your company. Dragan Varagic, 2008; Adapted from www..thenewpr.com

Slide 7: www.draganvaragic.com Social Media & Reputation Research 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

Slide 8: www.draganvaragic.com Social Media Corporate Use http://partnerpage.google.com/seobook.com

Slide 9: www.draganvaragic.com Social Media Corporate Use www2.netvibes.com/ford

Slide 10: www.draganvaragic.com Social Media Corporate Use www.youtube.com/user/WorldBank

Slide 11: www.draganvaragic.com Social Media Corporate Use www.facebook.com

Slide 12: www.draganvaragic.com Social Media Optimization – How To 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!

Slide 13: www.draganvaragic.com Media 3.0 Sherry Heyl, Consulting 2.0, 2007

Slide 14: 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