social media optimization & e-reputation management - iab atelier february 8, 2011
TRANSCRIPT
IAB Atelier
Social Media Optimization &
E-Reputation Management
Tom Michiels – February 8, 2011
SOCIAL MEDIA OPTIMIZATION
INTRODUCTION
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CONVERSATION
CONVERSION
Social Media Optimization =
A different approach to Social Media
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Think of social
media as your
Digital
footprint
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SOCIAL MEDIA OPTIMIZATION
EVOLUTION & STRATEGY
Search is changing
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search engine algorithms are becoming human © Image: www.sxc.hu
“YouTube, Twitter & Facebook will
merge to form one super time-wasting website called YouTwitFace.”
Conan O’Brien, The Tonight Show Year 3000 sketch - June 2, 2009
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Universal Search Complexity
Twitter results
Store locater
Organic results
Video Results
Including stock
quotes, and
site links
Local Results
Search Wiki
Social & Search (1)
Social & Search (2)
Social & Search (3)
It all comes down to…
targetting & performance
…smart targeting
…in a more & more
…challenging & complex digital environment
Location
Keywords
Timing
Behavioural
(gender)
…
Device
Connections
SEO objectives by Social Media use
Goals of integrating social media with SEO
The ROI of search and social media
Questions on SEO & SMO strategy
What kind of social media
works best for SEO ?
Do social media links pass Pagerank ?
How best to build links
with social media ?
The Silo Problem :
Approaching SEO and Social Media as
independent tactics.
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What is Social Media Optimization?
Visibility Linkability Findability
SOCIAL MEDIA OPTIMIZATION
TIPS & TRICKS
The transformative equation for business
5 SEO tactics for blogs
• Titles
• Descriptions
• Keywords
• Tags
• Anchor texts
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Where to use keywords
One click social sharing
Think of the
N.U.D.E. score
• Novelty
• Utility
• Dependability
• Economy
Facebook content optimization
• Page Name
• Vanity URL
• Keyword rich text in “About” box & “Info” tab
• Use static FMBL to add tabs & boxes
• Link from external sites to your page
• Encourage fans
LinkedIn content optimization
• Use keywords where possible
(headline, summary, job title, ...)
• Make your profile public
• Recommendations
• Anchor text in website links
• Participate in Groups
• Participate in LinkedIn Answers
Video SEO
• Funny – professional – offensive
• Title - Description
• Keyword tags
• Create a channel
• Monitor Number of views & Rating
• Embed videos
What about Twitter ?
• Increase awareness
• Attract links
• Name + Bio
• URL
• Real-time search results
Most social networks use no-follow links
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SOCIAL MEDIA OPTIMIZATION
TO MEASURE IS TO KNOW
KPI’s for social media
• Traffic
• Engagement
• Goal conversion
• Direct sales (e-commerce)
• Cost savings
Google Analytics
Don’t forget about being human!
Thank you!
Tom Michiels
Strategic Account Manager
QueroMedia NV
De Villermontstraat 9
2550 Kontich, Belgium
T: +32 3 450 82 00
W: www.queromedia.be