Introduction to Social Media Optimization


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Introduction to Social Media Optimization

  2. 2. How do people use the web to find stuff? <ul><li>IN THE BEGINNING: DIRECTORIES Directories like Yahoo circa 1997 acted as leaping-off points. </li></ul><ul><li>AND LO, THEN CAME: SEARCH ENGINES As search engine algorithms improved, people began simply searching for what they wanted, leading to Search Engine Optimization (SEO). </li></ul><ul><li>AND NOW: SOCIAL MEDIA People use blogs, social networking sites, and wikis to find news and information filtered by their interests. </li></ul><ul><li>Is your web campaign optimized to make the most of this trend? </li></ul>
  3. 3. What exactly is Social Media? <ul><li>Social media includes online technologies used to share content, opinions, and media. </li></ul><ul><li>Key content ingredients: interactivity and sharing </li></ul><ul><li>Syndicatable, linkable, easily reused </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Social networking (MySpace, Facebook) </li></ul></ul><ul><ul><li>Presence apps (Twitter and Jaiku) </li></ul></ul><ul><ul><li>Video sharing (YouTube , Vimeo) </li></ul></ul><ul><ul><li>News aggregation (Digg and Reddit) </li></ul></ul><ul><ul><li>Photo sharing (Flickr) </li></ul></ul><ul><ul><li>Virtual Reality (Second Life) </li></ul></ul><ul><ul><li>Social bookmarking ( </li></ul></ul>
  4. 4. So, who cares? <ul><li>Tip of the iceberg </li></ul><ul><ul><li>100+ million MySpace members </li></ul></ul><ul><ul><li>70+ million blogs </li></ul></ul><ul><ul><li>30+ million Facebook members </li></ul></ul><ul><ul><li>(Source: Wikipedia) </li></ul></ul><ul><li>70% of consumers actively looking for ways to block, opt-out, or eliminate advertising (source: 2005 study by Yankelovich) </li></ul>
  5. 5. Why optimize for Social Media? <ul><li>When you optimize a website for social media, you don’t just get more traffic — you open a dialog with your market . </li></ul><ul><ul><li>Make it easy for people to share (email, social links) </li></ul></ul><ul><ul><li>Make it easy for people to interact (comments) </li></ul></ul><ul><ul><li>Make it easy for people to evangelize (permalinks) </li></ul></ul><ul><li>Ultimately, when you’re conscious of SMO, you’re giving your web campaign social media legs. </li></ul>
  6. 6. Seven rules for SMO courtesy of Rohit Bhargava and Jeremiah Owyang <ul><li>Increase your linkability </li></ul><ul><li>Make bookmarking easy </li></ul><ul><li>Reward inbound links </li></ul><ul><li>Help your content travel </li></ul><ul><li>Encourage the mashup </li></ul><ul><li>Be a user resource, even if it doesn't help you </li></ul><ul><li>Reward helpful and valuable users </li></ul>
  7. 7. 1. Increase your linkability <ul><li>Write content people want to link -- content that starts a conversation </li></ul><ul><li>Enable direct linking to every little bit of content, especially videos </li></ul><ul><li>Allow users to embed your video, photo, or written content on their sites </li></ul><ul><li>Avoid burying written content in Flash files or other unlinkable formats </li></ul><ul><li>Remember: if they can’t link you, they can’t talk about you </li></ul>
  8. 8. 2. Make bookmarking easy <ul><li>Make it simple for people to save your site and keep up with it </li></ul><ul><li>Bookmarking allows people to return and share via social linking sites like </li></ul><ul><li>RSS feeds are key here: deliver your content to people </li></ul>
  9. 9. 3. Reward inbound links <ul><li>Who’s linking to you and what are they saying? </li></ul><ul><li>Track your inbound links </li></ul><ul><li>Allow display of trackbacks </li></ul><ul><li>Highlight people who write about you </li></ul><ul><li>Engage in conversations on blogs that link to you </li></ul>
  10. 10. 4. Help your content travel <ul><li>“ Send to a friend” is the Web 1.0 version of this </li></ul><ul><li>Web 2.0 means: </li></ul><ul><ul><li>RSS feeds so that people can syndicate your content </li></ul></ul><ul><ul><li>Embeddable content </li></ul></ul><ul><ul><li>Widgets and tools for people to use on their blogs or Facebook pages </li></ul></ul><ul><ul><li>Quick links to social bookmarking sites like del.ici.ous </li></ul></ul>
  11. 11. 5. Encourage the mashup <ul><li>Let others use your content or tools to produce something a bit different or outside of the box with your stuff. </li></ul><ul><li>This is hard for brand-focused folks, and can backfire . It’s a risk, but when someone spends time pimping your product for you, the payoff is huge . </li></ul><ul><li>APIs </li></ul><ul><li>Facebook </li></ul><ul><li>Popfly </li></ul>
  12. 12. 6. Be a user resource, even if it doesn’t help you <ul><li>Add value and outbound links, even if it doesn’t help in the short term, it will in the long </li></ul><ul><li>Build credibility for long term results </li></ul><ul><li>This is another risky one with big payoffs </li></ul><ul><li>The Uncareers Site </li></ul>
  13. 13. 7. Reward helpful and valuable users <ul><li>Think social: you’re asking people to help you spread your message; so thank them! </li></ul><ul><li>Every blogger is an egotist; cater to that </li></ul><ul><li>People want to feel important </li></ul>
  14. 14. The summary <ul><li>Create web campaigns that allow people to have conversations and build a relationship with you/the brand . </li></ul><ul><li>Assume everyone wants to talk about you , and make it easy for them to do so. </li></ul>