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Copyright © 2009, Ektron Inc. All Rights Reserved
Social Media Optimization: Social Media Optimization: Is SMO the New SEO?Is SMO the New SEO?
5 essential elements every organization needs to know5 essential elements every organization needs to know
Bill Rogers, CEO, Ektron, Inc.
Copyright © 2009, Ektron Inc. All Rights Reserved
Spreading the messageSpreading the message
CommonCraft.com produced video Twitter in Plain English, available on:
CommonCraft.comYouTubeTwitterVimeoAnd more…
Spread virally to mainstream media
CNNABCNPRCBS
Copyright © 2009, Ektron Inc. All Rights Reserved
Reaching out to your marketReaching out to your market
Social media is the way to reach out to and educate your audience and expand your market space
Ektron is using the video, Web Content Management Explained to:
Redefine what content management meansReach new audiencesGrow the Ektron brandPart of social media strategy
Copyright © 2009, Ektron Inc. All Rights Reserved
Search Engine OptimizationSearch Engine Optimization
Used to be able to optimize only some pages for good organic search rankings
Social networking has changed WebSearch engines want to display the most important sites
Will start measuring social mediaGoogle SearchWikiGoogle has added Digg tools to their search barSearch engines are indexing Tweets
Copyright © 2009, Ektron Inc. All Rights Reserved
Search Engine OptimizationSearch Engine Optimization
Traditional SEO
Still criticalHave to find information before you can talk about it
Copyright © 2009, Ektron Inc. All Rights Reserved
Social ProofSocial Proof
Both searchers and search engines are looking for “social proof”
Your organization needs to understand it in order to maximize itTurn your site into a trusted source and encourage social media to grow your placement in organic search engine returns
Copyright © 2009, Ektron Inc. All Rights Reserved
Social MediaSocial Media
Social Web/Social Media
Twitter, Facebook, mySpace, etcCommunications platforms where people will spread the word for you, good or bad
Web 2.0BlogsForums and discussions boardsWikisMultimedia
YouTubePodcasts
Copyright © 2009, Ektron Inc. All Rights Reserved
5 elements to maximizing SMO5 elements to maximizing SMO
Content is king
Understand the phenomenon of “Social Proof”
Product Reviews, Ratings and Forums
Hooking into the Social Web
Understanding the importance ofoff-page communities
Copyright © 2009, Ektron Inc. All Rights Reserved
Content is kingContent is king
Good content on your Web site is foundation for organic SEO and SMO
It’s the reason people will find and come to your siteIt’s the reason people will talk about your siteEstablishes you as a trusted expert
Keeps people coming back
Copyright © 2009, Ektron Inc. All Rights Reserved
Content is kingContent is king
Need good content management to make sure it’s always good content
No longer enough to make it easy to update sitePermissions and approval chainsMetadata controls and checksTraditional SEO
People still need to be able to find information
Copyright © 2009, Ektron Inc. All Rights Reserved
Content is kingContent is king
Bad content = bad press
Spreads over social media just as fast, if not faster than good contentSpend more time cleaning up the mess than promoting your good information
Make sure your content is good and establishes you as the place to go
Copyright © 2009, Ektron Inc. All Rights Reserved
The phenomenon of “Social Proof”The phenomenon of “Social Proof”
Trust building on communities off your own Web site
Increases your status as expertsOther experts will start to refer to you as expertsSearch engines indexing social media sites will notice more activity about you
The more people that are “talking”about you, the more your backlinkswill grow organically
Copyright © 2009, Ektron Inc. All Rights Reserved
The phenomenon of “Social Proof”The phenomenon of “Social Proof”
Understanding social proof
Get people to join in and grow your conversationBuild social ranking
Copyright © 2009, Ektron Inc. All Rights Reserved
Product Reviews, Ratings and ForumsProduct Reviews, Ratings and Forums
Encourage user participation on your site
Gives you a level of control to respond to reviews that you don’t have off your sitePeople will talk about reviews and happenings around your product
Spreads the word that links back to your site
Copyright © 2009, Ektron Inc. All Rights Reserved
Product Reviews, Ratings and ForumsProduct Reviews, Ratings and Forums
Testimonials
Gives you the “read what our customers are saying about us” marketing toolUse them to drive people to your site to participate in user-generated content
Forums and discussion boards
Promote the conversation on your Web site
Copyright © 2009, Ektron Inc. All Rights Reserved
Hooking your site into the social WebHooking your site into the social Web
Make your site part of the information flow on the social Web
BlogsForums and discussion boardsCommentingRSS feeds
Copyright © 2009, Ektron Inc. All Rights Reserved
Hooking your site into the social WebHooking your site into the social Web
Give visitors the tools to spread your message
Social barMake it easy for visitors to spread your message via popular social media (Twitter, Facebook, YouTube, mySpace, etc.)
RSS Feeds and Web AlertsGet updates to interested readers in real time
Copyright © 2009, Ektron Inc. All Rights Reserved
The importance of off-page communitiesThe importance of off-page communities
Off-page communities are where information crosses to new listeners
Your on-site conversation can find new audiences on other sitesReaders and communities are natural link buildersPeople who learn about you on one community will take you to others
Copyright © 2009, Ektron Inc. All Rights Reserved
Getting startedGetting started
Optimize your Web site for your social media strategy
Content management to ensure good contentImplement Web 2.0 features for interaction and user-generated contentAdd social sharing tools (ShareThis, Add This, etc.)
Choose how you want to use social media
For networking: Facebook, MySpace, Twitter, LinkedIn, Ning, Toolbox.comFor linkbuilding: Squidoo, Weebly, Del.icio.us, Digg, PropellerFor both
Identify your audience, find out what communities they are part of and participate in them
Find them via Twitter and other social mediaDon’t overwhelm yourself by trying to join every communityCommunities link to other communities, spread the word organically
Get other people in your organization active in relevant communities
Copyright © 2009, Ektron Inc. All Rights Reserved
Q&AQ&A
Bill Rogers
www.ektron.com