Download - Social Media Optimization and Marketing 101
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“Free Traffic”
Social Media Optimization and Marketing 101.
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Before We Go On‣ What is Social Media?
‣ Blogs
‣ Social News
‣ Social Networking
‣ Online Video
‣ Why Should I Use Social Media
‣ Low Cost
‣ High Return, High Impact
‣ Compatible With Other Campaigns
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9 Industry Rules of Social Media Optimization
‣ 1. Know your audience and how to target it. Use analytics.
‣ 2. Create original content and don’t be afraid to try new things (stay fresh).
‣ 3. Increase your linkability by creating evergreen content (resources) and rewarding links.
‣ 4. Make tagging, bookmarking, and sharing easy.
‣ 5. Help your content travel through RSS, email subscriptions and newsletters, embeds, mashups, e-books.
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9 Industry Rules of Social Media Optimization‣ 6. Reward and thank helpful and valuable users,
linkers, and traffic sources.
‣ 7. Be real and genuine.
‣ 8. Participate.
‣ 9. Make SMO part of your process and best practices, develop a strategy and use the tactics wisely.
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Some Notes:‣ Less than 10% of Fortune 500 companies know,
understand the value, and correctly use social media.
‣ Almost all social media campaigns are too generic and unfocused (don’t have a clear goal or don’t pay attention to specific communities and demographics).
‣ Most social media campaigns don’t last long enough to be valuable and expect too much in too little time.
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Short-term strategy
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Long-term strategy
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Statistics that matter (Digg culture)
‣ Audience preferences.
‣ Popularity by container.
‣ Popularity by keyword.
‣ Popularity by day.
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Audience preferences
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Audience preferences
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Audience preferences
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Audience preferences
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Demographics
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Links by container
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Links by keyword
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Conversion rate
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Two Main Components‣ Content
‣ Copywriting.
‣ Design.
‣ Community
‣ Participation.
‣ Presence.
‣ Connections and Conversations.
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Content - Actionable Items‣ The 10-second rule: making your content pop!
‣ Writing for regular readers, search engines, and social media.
‣ Social media friendly site design.
‣ High impact content above the scroll.
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The 10-second rule: making your content pop!
‣ The average reader reads about 240 words per minute, where as a diagonal reader ‘reads’ (actually scans) closer to 15 words per second or about 900 words per minute, looking at the following aspects of your content:
‣ 1. The title or headline of your post.
‣ 2. The subtitles or subheadings within the post.
‣ 3. Any bold, underlined, “quoted”, or otherwise highlighted text.
‣ 4. Pictures, graphs, charts, or images of any nature.
‣ 5. A summary of the article.
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‣ Questions you must answer before you’re finished:
‣ Do you really have something to say? Is it an original thought?
‣ Is it possible to quickly summarize your point?
‣ Is the point you’re trying to make apparent?
The 10-second rule: making your content pop!
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Writing for regular readers, search engines, and social media.
‣ 1. The page title should be short and to the point. Titles lengths should average between 60 and 80 characters.
‣ 2. Your keywords must be in your title, but the trick is doing this without making the headline unattractive and boring.
‣ 3. If possible, use your key words in the beginning. Because these readers are scanning the search results for keywords they will want to see certain words pop out from the onset.
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The Social Media Title
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Example
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‣ The formula:
‣ [Number] [Adjective] [Key Phrase]
‣ Examples (all different niches):
‣ [10] [Impressive] [Parkour and Free Running] Videos
‣ [8] [Remarkable] [Palace, Fort and Castle Hotels]
‣ [20] [Eye-Catching] Pieces of [‘Recycled’ Urban Furniture]
Writing for regular readers, search engines, and social media.
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Social media friendly site design
‣ Your Site URL Structure and Hosting Service, Things to Avoid:
‣ 1. Hyphens or numbers in your domain name.
‣ 2. Keyword-stuffed domain name.
‣ 3. Any non-dot-com domain name.
‣ 4. Not self-hosted.
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Social media friendly site design
‣ The General Site Design
‣ Take Down the Registration-Wall or Pay-Wall
‣ Are You Overselling Advertisements (or Using All The Wrong Ads)?
‣ Stop the Widgetization of your Blog
‣ Show Some Interest in Your Community
‣ Recognition
‣ Access (to popular content, etc.)
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High impact content above the scroll
‣ Goal: Make the attention count, maximize conversions.
‣ 1. Put serious thought into your title.
‣ 2. Start with a striking visual cue.
‣ 3. Have substance above the scroll
‣ 4. Make an engaging opening splash
‣ Ask yourself: Does my design draw attention directly to the content? Does it make older content easy to access?
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No-impact content above the scroll
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No-impact content above the scroll
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No-impact content above the scroll
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High impact content above the scroll
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High impact content above the scroll
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High impact content above the scroll
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Two Main Components‣ Content
‣ Copywriting.
‣ Design.
‣ Community
‣ Participation.
‣ Presence.
‣ Connections and Conversations.
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Community- Actionable Items‣ The social media manual.
‣ How to be sharing without being overbearing.
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The social media manual.‣ Start by learning about the site and its audience.
‣ Know why you want to use the site (not just for self-promotion).
‣ Don’t be a troll, consider what the other community members want.
‣ Participate in moderation.
‣ Use your fans don’t abuse your fans.
‣ Give back to the community.
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5 Ways to share your content to higher exposure
‣ Instant Messenger
‣ Using the ‘share’ feature (share, shouts, site-mail, direct-messaging)
‣ Micro-blogging/Lifestreaming
‣ Google groups, Skype groups, etc.
‣ Note: I don’t recommend using most of these tactics.
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How to be sharing without being overbearing.
‣ If you’re going to share, be open to have others share with you.
‣ Share with those that share.
‣ Share once.
‣ Don’t share randomly.
‣ Get personal, share eloquently.
‣ Don’t just share, offer to help.
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So, Where’s the free traffic?‣ 5 Steps to Free Social Media Traffic:
‣ 1.Study the audience demographic.
‣ 2. Create appropriate content.
‣ 3. Socialize with the target community.
‣ 4. Seed the content to the community.
‣ 5. Understand the algorithm or promotion patterns.
‣ Afterthoughts: Make sure your site can withstand the influx of traffic.
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Sample Demographics
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The Digg Algorithm
‣ About the algorithm:
‣ Recent participation rank of user and followers.
‣ Voting activity on the site.
‣ Submission category and activity in the category.
‣ Speed of votes and diversity of voters.
‣ Buries received.
‣ Comments and comment ratings received.
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The Digg Algorithm
‣ Misconceptions regarding the algorithm:
‣ Wrong: An absolute number of votes is required.
‣ Wrong: You're doomed if your story isn't submitted by a top user.
‣ Wrong: Number of friends is important.
‣ Wrong: There is a 24-hour window for success.
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Social Media and Search‣ The beautiful thing about social media optimization and
marketing is that can sit right on top of your search engine optimization and marketing.
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Using social media to increase search visibility.
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Using social media to increase search visibility.
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Using social media to increase search visibility.
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Using social media to increase search visibility.
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Using social media to increase search visibility.
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Examples‣ A couple of examples of good social media content.
‣ Note that the content is relevant to the blog, the root site, and is developed keeping the social media formula (as well as category and title keyword popularity) in mind.
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Examples from Scratch
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Examples from Scratch
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Examples from Scratch
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Calculating Return on Investment
‣ Unique Visitors, Page Views, and Time Spent
‣ Comment on the socialized page and comments on your site.
‣ Cross-Pollination.
‣ Explicit Conversions (Registrations, Subscriptions, Ad-Clicks, etc.)
‣ Linkbuilding, Long-Tail Traffic, and SERPs ranking.
‣ Branding and Mindshare.
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5 Essential Rules of Social Media Optimization‣ Embrace technology, transparency, and community,
rather than fight them.
‣ Know what you’re doing, your audience demographic, and ultimate goals.
‣ Focus your energy on specific niches and sites rather than hedging your bets.
‣ Create value rather than expecting value.
‣ Encourage and reward interaction and engagement.