Social Media Architecture ● “Discover”● “Create”● “Experience”● “Connect”● “Share”● “Empower”● “Interact”

Define your goal.“Is the goal of this piece of content to persuade or

sell people to take an immediate and measurable action or is it more long term, to develop links to improve your search engine rankings or brand awareness?”

• Can Facebook help with SEO?• Is it possible to target the B2b community via

social networks?• How much does a social networking website’s

interface influence the distribution of content?• Are their any SEO shortcuts that target generic

terms for high Google rankings• Does original content need an original website to

be top of the search engines?

“Find, Play and Share”BBC New Media Strategy / Vision for the Future

How will you measure success?“Knowing what you will measure should define how you measure. Will you be tracking the number and quality of links, comments, tweet or retweets, social bookmarks, positive or negative votes, etc?”

• Youtube– Subscriptions, favourites, comments, ratings,

video responses, related videos, video search, universal SERPs, embeddable player

• Facebook– Friends, Status updates, Comments, Likes,

Tagging, wall posts, lifestreams, groups, fans

• Twitter– Status updates, Following count, Follower

count, RTs, #hashtags, tweet method,

• Blogs– Feed subscribers, Embeds, links, social media

integration: retweet, Facebook share, digg button, search engine ranking

• Google– search positions for relevant keywords,

universal SERPs, traffic, links

●Life streams ●Audience targeting●Peer networks●Aggregation layers●Stat based navigation●Specific placement●Self-service●Social bookmarking●Community response

“Discover”

Develop your personas.

There are two parts to your audience you must define: your connectors and your final audience.

Your connectors are individuals you hope will share your content with their network and thus, lead to greater reach than you have on your own.

●Life streams ●Audience targeting●Peer networks●Aggregation layers●Social bookmarking●Community response

“Create”

Develop the content.Two simple rules your content must follow:

●A.It must be relevant to your audience; and for your success, relevant to your business.●B.It must be compelling to engage with and to share.

●Audience targeting●Aggregation layers●Stat based navigation●Self-service●Community response

“Experience”

Share and refine.Send out your content to a few of your connectors and see how they respond. What feedback do they give you? Do they share it with their network? If not, what can you do to refine it before you send it out to other people? Remember, you can change content after you launch it, if it will help your success.

●Peer networks●Aggregation layers●Stat based navigation●Self-service●Social bookmarking●Community response

“Connect”

Make it easy to share.

YouTube offers 13 ways to share content. How many ways are you offering?

●Self-service●Social bookmarking●Community response

“Share”

●Life streams ●Peer networks●Aggregation layers●Self-service●Social bookmarking●Community response

“Empower”

●Aggregation layers

Facebook• 37 comments with a combined

reach of 10K lifestreams• Estimated 3k views via facebook

player• Video tagged on facebook• 70 new facebook members, a

targeted niche audience

Twitter• Tweeted & Embedded in 4

different language blogs• 150+ Tweets with an estimated

reach of 150K people

Youtube• 1 video response• 500 views in player• 3k plays via embeds

Blogs• Reached “a readership” of 350k

unique visitors• Blogs that embedded the video

are top of search results• 47 sphinn’s (Digg for SEO)

“Interact”

Rinse & Repeat

Remix http://bit.ly/50seoremix

Hypothesis•Can Facebook help with SEO?

Yes•Is it possible to target the B2b community via social networks?

Yes•How much does a social networking website’s interface influence the distribution of content?

Loads •Are their any SEO shortcuts that target generic terms for high Google rankings?

Yes•Does original content need an original website to be top of the search engines?

No

Insights• Facebook was a great focus group

• Blogs were instrumental in ‘leaping’ social networks

• Twitter Robots, Universal search, Embedding protocols,

• Blogs are unpredictable but can be influenced

• Universal search has lots of real time factors: News, Video, Blogs & Social circle

• Exposure was best of all when the content was effectively ‘homeless’

Companies create original content. People remix original content online. Search is social media.