social media optimization (smo) and social advertising

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Social Media Optimization (SMO) and Social Advertising

Social Media Optimization (SMO) and Social Advertising

Speakers: Maribel Lara // VaynerMedia // @latina_sweetie

Peg Fitzpatrick // Social Media Architect // @PegFitzpatrick

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Social Media Optimization (SMO) and Social Advertising

Peg Fitzpatrick // Social Media Architect // @PegFitzpatrick

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Who is Peg Fitzpatrick?

• Personal blog www.PegFitzpatrick.com• Collaborative blog www.12Most.com• Head of Social Strategy with Canva• Work with Guy Kawasaki on social media• Director of Marketing and Social Media for Kreussler Inc.• Co-author The Art and Science of Social Media with Guy

Kawasaki

Where I’m social!

• Google+• Pinterest• Facebook• Twitter• LinkedIn• Instagram

What is Social Media Optimization (SMO)

• The principle of using social media to build your blog, not SEO.• Focus on creating great content that you’re passionate about,

not trying to trick Google with SEO.• Be smart – use keywords and plugins on your blog but focus on

your content and niche.

Focus on quality not quantity.

• Better content will outperform more content.• One great post a week or every other week is better than poor

quality every day.• Provide value with each post you create: educate, entertain, or

inform.

Get social

Connect with other people to build your network

• Comment on their blogs and posts.• Tweet them to say hello.• Share other people’s content (OPC).• Participate in Twitter chats and Google Hangouts.• Golden rule: Do under to others. Because these are all the

things that you hope they will do for and with you.

Where to share

How to share your content

• Visual marketing is key!• Every post needs eye candy that makes it shareable.• Customize posts by social platform.• Add every post to Pinterest, share with a “Pin it here” call to

action.

Go above and beyond

Start building your email list!

• Add sign up buttons and widgets on your blog.• Brand your email to match your blog.• Ask people to sign up for your email. People always forget to

ask.• Keep some content special for your email list – give them a

sneak peek on events or giveaways.

Summary of SMO

• Be social to build your network and grow your blog.• Spend time creating beautiful, interesting posts for your blog

content.• Share, share, share! Don’t publish and forget about it.• Be creative with your content. Interesting visuals and fun text.• Provide value. Quality counts more than quantity.

Social Advertising

Maribel Lara // VaynerMedia // @latina_sweetie

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Who is Maribel Lara?

• Personal blog www.quepasanewyorkcity.com• Account Supervisor at Vayner Media• Supports Fortune 500 brands with developing their social

strategies and executing them across various channels

Why Use Social Advertising

• To increase the number of people your content reaches & expand your audience beyond your followers/fans– Competition for eye balls is at its highest and will just increase

• To get your content in front of the right audience and get better results

Social Advertising Goals

• Driving visits to your blog• Growing audiences on your social channels• Increasing engagement on your social

channels • Sales• Newsletter sign-ups

Pick one primary goal. Be specific. Quantify. This will impact your campaign every step of the

way.

Where To Advertise

• Facebook Ad Solutions: https://www.facebook.com/ads/create/

• Twitter Advertising: ads.twitter.com

• YouTube, Google AdWords: https://www.youtube.com/yt/advertise/

Budgeting

• How much money do you need to reach your goal?• What can you afford to spend?• How much are the results worth to you?

If you’re monetizing your blog, reinvest with some of the earnings

Creating Ads

• Align your call to action (CTA) with your goal• Great images and great copy make for great ads. Promoting

poor content is a waste of money• Be mindful of character limitations and ideal image specs

– Facebook 20% Text Tool: https://www.facebook.com/ads/tools/text_overlay

– Facebook Ad Details: https://www.facebook.com/help/259040324267414

– For Twitter, follow tweet best practices

Targeting Options

• Choose audiences that will be the most receptive to your content

• Are you trying to get content in front of existing fans/followers, new ones or both?

• Go beyond basic demographics (e.g. gender, age) and think about interests and locations

• Identify other twitter handles or Facebook pages whose followers/fans are likely to be interested in your content

Reviewing Performance

• Review your performance and learn from it

• Facebook Ads Manager: Access via the Build Audience drop down menu at the top of your page

• Twitter Analytics Dashboard: Access from the drop down menu under the settings gear at the top right of the screen

Social Advertising Checklist

• Establish your primary goal• Identify the best social channel for achieving your goal• Determine your budget• Develop your ad(s)• Select your targeting• Review your performance and learn from it• Plan ahead