Social Media Optimization is the New SEO with Brian Solis

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  • Social Media Optimization is the New SEOwith Brian Solis

  • Why were here

  • Social Media Optimization

  • Social Media Engagement

    Affects Every Step

    of a Decision Making

    Process

  • Discovery

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    Recommendation

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    Satisfa

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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 its uploaded online, whether its 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, were presented with a window that serves-up Related Videos.

    YouTube employs a sophisticated algorithm that

    matches videos within the network to the video

    youre 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

    Em

    pa

    thy

    Rele

    van

    ce

    INF

    LU

    EN

    CE

    RE

    FE

    RR

    AL

    S

    Blogs

    Tabs

    Tweets

    Broadcast

    Podcasts

    Images

    Posts

    Wall Posts

    Word of Mouth

    Viral

    Apps

    Widgets

    Virtual Goods

    Sh

    arin

    gT

    ren

    din

    g

    Th

    e S

    oc

    ia

    l M

    ed

    ia

    E

    co

    syste

    m

    Tweets

    Livestreams

    Participatory

    Bran

    dUpdates

    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. Were not part of those decisions where were 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

    networkthis 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 webs 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

    searchits 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 isnt 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

    doesnt work, tell everyone you know

  • Word of mouth marketing is

    not created, it is co-created

  • 10 Attributes of WOM Content

    1. Create content thats 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 theyre 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