Social Media Optimization is the New SEO with Brian Solis

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<ul><li><p>Social Media Optimization is the New SEOwith Brian Solis</p></li><li><p>Why were here</p></li><li><p>Social Media Optimization</p></li><li><p>Social Media Engagement </p><p>Affects Every Step </p><p>of a Decision Making </p><p>Process</p></li><li><p>Discovery</p><p>Pu</p><p>rch</p><p>ase</p><p>Eva</p><p>lu</p><p>atio</p><p>n</p><p>Recommendation</p><p>Po</p><p>st-</p><p>Pu</p><p>rch</p><p>ase</p><p>Satisfa</p><p>ctio</p><p>n</p></li><li><p>Matt Singley</p></li><li><p>Everything </p><p>Begins with </p><p>Search</p></li><li><p>Traditional Search: </p><p>Searches performed in the search engines that have </p><p>existed since the dawn of the Web, such as Google, </p><p>Yahoo!, and the like.</p><p>Real-Time Search: </p><p>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 </p><p>others.</p><p>Social Search:</p><p>The inclusion of related activity and content within your </p><p>social graph related to the context of your search.</p><p>Social Network Search: </p><p>A manual form of search within each social network </p><p>where keywords or keyword strings are manually input </p><p>into the search boxes of each network.</p></li><li><p>Traditional</p><p>Real-Time</p><p>Social</p></li><li><p>Google is adapting PageRank for people</p><p>The Human Algorithm</p></li><li><p>YouTube is the second </p><p>most popular online </p><p>search engine</p></li><li><p>Facebook and Twitter are </p><p>quickly replacing Google </p><p>amongst core users as their </p><p>primary source for search</p></li><li><p>How does your brand </p><p>perform in real-time and </p><p>social search?</p></li><li><p>In YouTube, were presented with a window that serves-up Related Videos. </p><p>YouTube employs a sophisticated algorithm that </p><p>matches videos within the network to the video </p><p>youre currently viewing. </p><p>It is mostly based on the title, description and </p><p>tags associated with each video.</p></li><li><p>Increasing Your </p><p>Digital Footprint</p></li><li><p>I believe Social Objects are </p><p>the future of marketing- Hugh MacLeod, @GapingVoid</p></li><li><p>Social Objects are the catalysts </p><p>for conversations and </p><p>occurrences online and in real life and they affect behavior within their respective societies </p></li><li><p>Social Objects are</p><p> 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 </p><p>blog or the post itself, etc. </p></li><li><p>We Become Media</p></li><li><p>Every company is a media </p><p>company because every </p><p>company publishes to its </p><p>customers, its staff, its </p><p>neighbors, its communities.</p><p>- Tom Foremski</p></li><li><p>Earned media: the result of our owned, paid, and participatory media </p><p>programs and is reflected in the blog posts, tweets, status updates, </p><p>comments, and ultimately actions of our consumers, peers, and </p><p>influencers. </p><p>Owned Media: media that is essentially, controlled by the brand. </p><p>Owned objects are social objects produced by the company and </p><p>introduced to each network in a variety of formats, text, video, audio, </p><p>experiences, etc.</p><p>Paid Media: The visibility we purchase, such as promoted Tweets, </p><p>display ads, paid search, and sponsorships.</p><p>Participatory Media: An extension of earned and owned media, </p><p>participatory media takes the shape of a hosted hub where brand </p><p>representatives and our communities can interact and collaborate. </p><p>Sponsored Media: Fuses owned, paid, and earned media. Sponsored </p><p>media is one that is championed by companies such as Izea, MyLikes, </p><p>Ad.ly, Twittad. Sponsored media can take the form of paid tweets, blog </p><p>posts, appearances, and featured objects on targeted profiles. </p></li><li><p>Paid</p><p>Banners</p><p>Sponsored Posts</p><p>Ads</p><p>SEO</p><p>Paid Tweets &amp;</p><p>PostsStory</p><p>Value</p><p>Em</p><p>pa</p><p>thy</p><p>Rele</p><p>van</p><p>ce</p><p>INF</p><p>LU</p><p>EN</p><p>CE</p><p>RE</p><p>FE</p><p>RR</p><p>AL</p><p>S</p><p>Blogs</p><p>Tabs</p><p>Tweets</p><p>Broadcast</p><p>Podcasts</p><p>Images</p><p>Posts</p><p>Wall Posts</p><p>Word of Mouth</p><p>Viral</p><p>Apps</p><p>Widgets</p><p>Virtual Goods</p><p>Sh</p><p>arin</p><p>gT</p><p>ren</p><p>din</p><p>g</p><p>Th</p><p>e S</p><p>oc</p><p>ia</p><p>l M</p><p>ed</p><p>ia</p><p> E</p><p>co</p><p>syste</p><p>m</p><p>Tweets</p><p>Livestreams</p><p>Participatory</p><p>Bran</p><p>dUpdates</p><p>Video</p><p>Check-ins</p><p>Retweets</p><p>Video</p><p>Likes</p><p>Shares</p></li><li><p>Introducing the new CEO:</p><p>The Chief Editorial Officer</p></li><li><p>We are now in the business of </p><p>creating and distributing </p><p>social objects</p></li><li><p>We Must </p><p>Connect </p><p>the Dots</p></li><li><p>In the social web, we are presented with a </p><p>privilege to establish meaningful dialogue and </p><p>collaborative relationships with the people who </p><p>define our markets. </p><p>Consumers have choices. Were not part of those decisions where were not present. </p><p>Inbound marketing serves as the bridge between </p><p>those seeking information, direction and insight </p><p>and those willing to provide guidance and </p><p>support.</p><p>Excerpt, Inbound Marketing, Brian Solis</p></li><li><p>Social Media Optimization</p></li><li><p>SMO =</p><p>The distribution of social objects </p><p>and their ability to rise to the top </p><p>of any related search query, </p><p>where and when its performed.</p></li><li><p>SEO + SMO = Amplified </p><p>findability in the traditional and </p><p>social Web</p></li><li><p>Social Media Optimization </p><p>improves the findability of Social Objects</p></li><li><p>SMO specifically is defined by the </p><p>elements ingrained in each social </p><p>networkthis is referred to as Metadata</p></li><li><p>Metadata is the data that defines other data. </p><p>Web 2.0 is built on metadata, leveraging the crowds to classify and organize the volumes of user-generated content uploaded to social </p><p>networks and blogs everywhere. </p><p>We became the webs librarians and helped to index the volumes of social objects to help </p><p>others discover them quickly and easily.</p><p>Yes, tags, descriptions and keywords </p><p>collectively contribute to the discoverability of social content. </p></li><li><p>Everything Begins with Search</p></li><li><p>Titles</p><p>Descriptions</p><p>Tags/Keywords</p><p>Syndication</p><p>Links + views</p></li><li><p>Titles</p></li><li><p>Headlines and title tags should have keywords up front</p></li><li><p>The art of headline writing is not unlike </p><p>that of traditional media. </p><p>It must grip the viewer immediately and </p><p>compel them to act and hopefully share. </p><p>In Social Media, the headline must also </p><p>contain the keywords that explicitly </p><p>match the search patterns of the people </p><p>you hope to reach </p></li><li><p>Descriptions</p></li><li><p>Descriptions further refine the context </p><p>of the social object to entice visitors </p><p>to view and hopefully circulate it </p><p>amongst their social graph </p></li><li><p>Tags</p></li><li><p>Keywords are the terms that people use </p><p>to find relevant information in traditional, </p><p>social and real-time search.</p><p>The keywords used by customers and influencers are not </p><p>necessarily what we think</p></li><li><p>The tag list should contain a series of </p><p>keywords that extend beyond the list you </p><p>might have proposed. </p><p>Make sure to include other keywords </p><p>related to the branding of the product, </p><p>market, as well as its competition.</p></li><li><p>Tags are keywords that further group and </p><p>organize the object within the social </p><p>network. </p><p>Tags are based on folksonomy, a system </p><p>of classification derived from the practice </p><p>and method of collaboratively creating </p><p>and managing tags to annotate and </p><p>categorize content within specific </p><p>networks. </p></li><li><p>The tag list should contain a series of </p><p>keywords that extend beyond the list you </p><p>might have proposed. </p><p>Make sure to include other keywords </p><p>related to the branding of the product, </p><p>market, as well as its competition.</p></li><li><p>Tags also improve the categorization and </p><p>grouping/association of keywords in Twitter </p><p>searchits called the #hashtag</p></li><li><p>Syndication or</p><p>Content Distribution</p></li><li><p>Content distribution establishes </p><p>presences in strategic networks and </p><p>points back to the original content to </p><p>increase visibility and findability. </p></li><li><p>Syndicating Social Objects</p><p>Social Object</p></li><li><p>Employ a strategy that promotes the </p><p>content within those networks dedicated </p><p>to the sharing and promotion of social </p><p>objects, such as a Digg, delicious, and </p><p>StumbleUpon.</p><p>Inserting the object into the network isnt enough however</p></li><li><p>Links</p></li><li><p>Links are the currency of the Web</p></li><li><p>As in SEO, links help fuel traffic and </p><p>weight of social objects as measured in </p><p>views, ratings, retweets, likes and </p><p>favorites.</p><p>This criteria portrays stature and </p><p>engenders credibility for steering </p><p>perception when someone stumbles upon the object.</p></li><li><p>Enable One-Click Social Sharing</p></li><li><p>The art and science </p><p>of influence</p></li><li><p>Viral Marketing </p><p>doesnt work, tell everyone you know</p></li><li><p>Word of mouth marketing is </p><p>not created, it is co-created</p></li><li><p>10 Attributes of WOM Content</p><p>1. Create content thats relevant</p><p>2. Identify the tastemakers and influencers who will help us </p><p>reach the right audiences</p><p>3. Involve them in the process before the campaign is </p><p>officially introduced seeding</p><p>4. Strike a chord with the person theyre trying to compel making an emotional connection</p><p>5. Encourage them to share it with their contacts</p><p>6. Reward them for doing so</p><p>7. Define the action we wish viewers to take after the </p><p>engagement</p><p>8. Provide them with a forum for self-expression</p><p>9. Recognize all of those who helped us</p><p>10. Connect everyone together for future engagement</p></li><li><p>Micro Disruption Theory &amp; The Social Effect</p><p>Attention Aperture</p><p>Time</p><p>Update</p><p>Opportunity for Resonance</p><p>Disruption</p><p>Point</p></li><li><p>Participation</p></li><li><p>#Engage</p></li><li><p>@briansolis</p><p>www.briansolis.com</p><p>www.future-works.com</p><p>http://bit.ly/engageme</p><p>http://bit.ly/prbook</p><p>www.nowisgone.com</p></li><li><p>Thank You!</p></li><li><p>Thank You!</p><p>Learn more about using social media for your business @ www.hubspot.com/social-media-marketing-hub</p></li></ul>