top social media strategies
DESCRIPTION
Top Social Media Strategies. A presentation given by Simon Rouillier (NVI) at HostingCon in Washington DC on August 12th 2009.TRANSCRIPT
INTERACTIVE STRATEGY - 55, AV. MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM
SOCIAL NEWS SITESADVANCED CONTENT & SEO
SOCIAL NEWS SITES
THE BIG BOYS...
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
DIGG.COM
STUMBLEUPON.COM
SOCIAL NEWS SITES
... AND THEIR SMALLER COUNTERPARTS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
WHY SUBMIT TO SOCIAL NEWS SITES
NEW MARKETING CHANNEL TO LEVERAGE YOUR
> Overall traffic> Brand awareness> Rankings (SEO)
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SEO CONTENT STRATEGIES & SOCIAL
CONTENT: ESSENTIAL FOR SEO
> Establishing yourself as a resource site > Attracting links> Ranking for longtail traffic> Feeding pagerank
BLOG: A PLACE TO PUT IT
> Frequent updates> Looser content restrictions
SOCIAL: THE CATALYST
> The SEO content strategy on steroids> Quick and natural link accumulation
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SOCIAL NEWS SITES - THE BASICS
LIVE AGGREGATION
> The day’s best content from around the web gets submitted
CONSUMPTION & EVALUATION
> Users read and vote depending on how much they enjoy the content
PROMOTION
> Each social site has a mechanism to give extra coverage to the stories that seem (algorithmically & manually) to be the strongest, based on user evaluation> The result is a notable traffic spike
LINK ATTRACTION
> With the traffic spike comes a roughly proportional amount of backlinks, crucial to any search engine optimization strategy
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SOCIAL MEDIA USERS
DIFFERENT PARTICIPATION LEVELS
> Creators, Critics, Collectors, Joiners, Spectators, Inactives
EDUCATED
> 87% of Digg users have gone to college
SUCCESSFUL
> Digg users’ average household income: $85,000
PASSIONATE
> They don’t like their time wasted, and have little patience for commerce
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
LINK ATTRACTION
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
LINK ATTRACTION
...AND THEIR FRIENDS!
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SOCIAL NEWS SITE STRATEGY
ACCOUNT CREATION, DEVELOPMENT, AND MAINTENANCE
> Continuous integration within the social community
PLATFORM CREATION
> Development of social friendly setting (topic, social buttons)
CONTENT CREATION
> Crafting a fun, informative, relevant piece
VOTE SOLICITATION
> Requesting support from social site friends, which they act upon depending on how much they enjoy the content
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SOCIAL CONTENT
KNOW YOUR AUDIENCE
> High quality to maintain the integrity and value of their favorite social site
> Catering to the interests of social user demographics
> Not just social site promotion-worthy, but link-worthy after
> What works with them will work for much of the web population at large, and not vice versa
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CONTENT – BLOG & SEO CONSIDERATIONS
Keyword Use
> Blog titles for backlinks with great anchor text> Page titles can have more keywords than article titles
Interlinking
> Feeding pagerank from strong blog pages to mainpages as thematically accurate as possible> Waiting until after the push to interlink
Maintenance
> Keeping the blog version updated> Responding to comments and exchanging links with similar blogs> Posting regularly to dilute marketing vibes
SOCIAL MEDIA METRICS – LINKS & TRAFFIC
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
Success Level
Total Y! Site Explorer
Links
Total Minus Social Sites
Total Minus Social Sites and
Repeated Domains
Estimated Traffic
Minimum Success
100 – 300 15 – 50 1 – 5 10 000 – 15 000
Good Success
500 – 1,000 50 – 100 6 – 19 15000 – 50 000
Strong Success
1,000 - 10,000 100 – 200 20 – 50 50 000 – 100 000+
ONLINE BUDGET SPLIT FOR COMPANIES
SMALL COMPANIES ($2 000 – $5 000 / MONTH)
> PPC: 25% > SEO: 50% > SMO: 25% > AFFILIATE: 0%
MEDIUM COMPANIES ($5 000 – $25 000 / MONTH)
> PPC: 20% > SEO: 50% > SMO: 15% > AFFILIATE: 20%
LARGE COMPANIES ($25 000 - $100 000+ / MONTH)
> PPC: 15% > SEO: 40% > SMO: 10% > AFFILIATE: 35%
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
THANKS!For more information view our article in Search Marketing Standard
magazine “Don’t just StumbleUpon Content For Social Media News Sites” (p. 40)
> Site: www.nvisolutions.com> Blog: www.nvisolutions.com/blog> Email: [email protected] > Phone: 1-514-524-7149 x222
INTERACTIVE STRATEGY – NVISOLUTIONS.COM