Social Media Optimization is the New SEOwith Brian Solis

Why we’re here…

Social Media Optimization

Social Media Engagement

Affects Every Step

of a Decision Making

Process

Discovery

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Matt Singley

Everything

Begins with

Search

Traditional Search:

Searches performed in the search engines that have

existed since the dawn of the Web, such as Google,

Yahoo!, and the like.

Real-Time Search:

Content is discoverable as it’s uploaded online, whether

it’s on a Web site, blog, or any social network, Real-time

search engines include, Collecta, OneRiot, Topsy, among

others.

Social Search:

The inclusion of related activity and content within your

social graph related to the context of your search.

Social Network Search:

A manual form of search within each social network

where keywords or keyword strings are manually input

into the search boxes of each network.

Traditional

Real-Time

Social

Google is adapting PageRank for people…

The Human Algorithm

YouTube is the second

most popular online

search engine…

Facebook and Twitter are

quickly replacing Google

amongst core users as their

primary source for search…

How does your brand

perform in real-time and

social search?

In YouTube, we’re presented with a window that

serves-up ―Related Videos.‖

YouTube employs a sophisticated algorithm that

matches videos within the network to the video

you’re currently viewing.

It is mostly based on the title, description and

tags associated with each video.

Increasing Your

Digital Footprint

I believe Social Objects are

the future of marketing- Hugh MacLeod, @GapingVoid

Social Objects are the catalysts

for conversations and

occurrences — online and in real

life — and they affect behavior

within their respective societies

Social Objects are…

• The pictures in Flickr

• Videos on YouTube

• Events in Upcoming or Plancast

• Updates in Facebook

• Bookmarks in Delicious

• Votes in Digg

• FourSquare check-ins

• The docs in Scribd

• Reviews in Yelp

• Subject matter in Ning

• Thoughts shared in the comment of a

blog or the post itself, etc.

We Become Media

Every company is a media

company because every

company publishes to its

customers, its staff, its

neighbors, its communities.

- Tom Foremski

Earned media: the result of our owned, paid, and participatory media

programs and is reflected in the blog posts, tweets, status updates,

comments, and ultimately actions of our consumers, peers, and

influencers.

Owned Media: media that is essentially, controlled by the brand.

Owned objects are social objects produced by the company and

introduced to each network in a variety of formats, text, video, audio,

experiences, etc.

Paid Media: The visibility we purchase, such as promoted Tweets,

display ads, paid search, and sponsorships.

Participatory Media: An extension of earned and owned media,

participatory media takes the shape of a hosted hub where brand

representatives and our communities can interact and collaborate.

Sponsored Media: Fuses owned, paid, and earned media. Sponsored

media is one that is championed by companies such as Izea, MyLikes,

Ad.ly, Twittad. Sponsored media can take the form of paid tweets, blog

posts, appearances, and featured objects on targeted profiles.

Paid

Banners

Sponsored Posts

Ads

SEO

Paid Tweets &

PostsStory

Value

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Blogs

Tabs

Tweets

Broadcast

Podcasts

Images

Posts

Wall Posts

Word of Mouth

Viral

Apps

Widgets

Virtual Goods

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Tweets

Livestreams

Participatory

Bran

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Video

Check-ins

Retweets

Video

Likes

Shares

Introducing the new CEO:

The Chief Editorial Officer

We are now in the business of

creating and distributing

social objects

We Must

Connect

the Dots

In the social web, we are presented with a

privilege to establish meaningful dialogue and

collaborative relationships with the people who

define our markets.

Consumers have choices. We’re not part of

those decisions where we’re not present.

Inbound marketing serves as the bridge between

those seeking information, direction and insight

and those willing to provide guidance and

support.

Excerpt, Inbound Marketing, Brian Solis

Social Media Optimization

SMO =

The distribution of social objects

and their ability to rise to the top

of any related search query,

where and when its performed.

SEO + SMO = Amplified

findability in the traditional and

social Web

Social Media Optimization

improves the ―findability‖ of

Social Objects

SMO specifically is defined by the

elements ingrained in each social

network…this is referred to as

Metadata

Metadata is the data that defines other data.

Web 2.0 is built on metadata, leveraging ―the

crowds‖ to classify and organize the volumes of

user-generated content uploaded to social

networks and blogs everywhere.

We became the web’s librarians and helped to

index the volumes of social objects to help

others discover them quickly and easily.

Yes, tags, descriptions and keywords

collectively contribute to the ―discoverability‖ of

social content.

Everything Begins with Search

Titles

Descriptions

Tags/Keywords

Syndication

Links + views

Titles

Headlines and title tags should have keywords up front

The art of headline writing is not unlike

that of traditional media.

It must grip the viewer immediately and

compel them to act and hopefully share.

In Social Media, the headline must also

contain the keywords that explicitly

match the search patterns of the people

you hope to reach

Descriptions

Descriptions further refine the context

of the social object to entice visitors

to view and hopefully circulate it

amongst their social graph

Tags

Keywords are the terms that people use

to find relevant information in traditional,

social and real-time search.

The keywords used by customers and influencers are not

necessarily what we think…

The tag list should contain a series of

keywords that extend beyond the list you

might have proposed.

Make sure to include other keywords

related to the branding of the product,

market, as well as its competition.

Tags are keywords that further group and

organize the object within the social

network.

Tags are based on folksonomy, a system

of classification derived from the practice

and method of collaboratively creating

and managing tags to annotate and

categorize content within specific

networks.

The tag list should contain a series of

keywords that extend beyond the list you

might have proposed.

Make sure to include other keywords

related to the branding of the product,

market, as well as its competition.

Tags also improve the categorization and

grouping/association of keywords in Twitter

search…it’s called the #hashtag

Syndication or

Content Distribution

Content distribution establishes

presences in strategic networks and

points back to the original content to

increase visibility and findability.

Syndicating Social Objects

Social Object

Employ a strategy that promotes the

content within those networks dedicated

to the sharing and promotion of social

objects, such as a Digg, delicious, and

StumbleUpon.

Inserting the object into the network isn’t

enough however…

Links

Links are the currency of the Web…

As in SEO, links help fuel traffic and

weight of social objects as measured in

views, ratings, retweets, likes and

favorites.

This criteria portrays stature and

engenders credibility for steering

perception when someone ―stumbles

upon‖ the object.

Enable One-Click Social Sharing

The art and science

of influence

Viral Marketing

doesn’t work, tell

everyone you know…

Word of mouth marketing is

not created, it is co-created

10 Attributes of WOM Content

1. Create content that’s relevant

2. Identify the tastemakers and influencers who will help us

reach the right audiences

3. Involve them in the process before the campaign is

officially introduced – seeding

4. Strike a chord with the person they’re trying to compel –

making an emotional connection

5. Encourage them to share it with their contacts

6. Reward them for doing so

7. Define the action we wish viewers to take after the

engagement

8. Provide them with a forum for self-expression

9. Recognize all of those who helped us

10. Connect everyone together for future engagement

Micro Disruption Theory & The Social Effect

Attention Aperture

Time

Update

Opportunity for Resonance

Disruption

Point

Participation

#Engage

@briansolis

www.briansolis.com

www.future-works.com

http://bit.ly/engageme

http://bit.ly/prbook

www.nowisgone.com

Thank You!

Thank You!

Learn more about using social media for your business @ www.hubspot.com/social-media-marketing-hub