Post on 08-May-2015
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A-303, Shapath-4, Opp. Karnavati Club, S.G.Highway ,
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Social Media Optimization and Marketing 2014.
www.arvaantechnolab.com
ARVAAN TECHNOLAB
PVT LTD.
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
BEFORE WE GO ON
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.
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.
9 INDUSTRY RULES OF SOCIAL MEDIA
OPTIMIZATION
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.
SOME NOTES:
SHORT-TERM STRATEGY
LONG-TERM STRATEGY
Audience preferences.
Popularity by container.
Popularity by keyword.
Popularity by day.
STATISTICS THAT MATTER (DIGG CULTURE)
AUDIENCE PREFERENCES
AUDIENCE PREFERENCES
AUDIENCE PREFERENCES
AUDIENCE PREFERENCES
DEMOGRAPHICS
LINKS BY CONTAINER
LINKS BY KEYWORD
CONVERSION RATE
Content
Copywriting.
Design.
Community
Participation.
Presence.
Connections and Conversations.
TWO MAIN COMPONENTS
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.
CONTENT - ACTIONABLE ITEMS
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.
THE 10-SECOND RULE: MAKING YOUR CONTENT
POP!
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!
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.
WRITING FOR REGULAR READERS, SEARCH
ENGINES, AND SOCIAL MEDIA.
Lists (numbering)
Adjectives (sensationalism)
Figures, Numbers (presentation of fact)
Indicating media type (pictures, audio/video, interactive)
Note: Must deliver on the promise.
THE SOCIAL MEDIA TITLE
EXAMPLE
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.
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.
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.)
SOCIAL MEDIA FRIENDLY SITE
DESIGN
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?
HIGH IMPACT CONTENT ABOVE
THE SCROLL
NO-IMPACT CONTENT ABOVE
THE SCROLL
NO-IMPACT CONTENT ABOVE
THE SCROLL
NO-IMPACT CONTENT ABOVE
THE SCROLL
HIGH IMPACT CONTENT ABOVE
THE SCROLL
HIGH IMPACT CONTENT ABOVE
THE SCROLL
HIGH IMPACT CONTENT ABOVE
THE SCROLL
Content
Copywriting.
Design.
Community
Participation.
Presence.
Connections and Conversations.
TWO MAIN COMPONENTS
The social media manual.
How to be sharing without being overbearing.
COMMUNITY- ACTIONABLE ITEMS
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.
THE SOCIAL MEDIA MANUAL.
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.
5 WAYS TO SHARE YOUR CONTENT TO HIGHER
EXPOSURE
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.
HOW TO BE SHARING WITHOUT BEING
OVERBEARING.
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.
SO, WHERE‟S THE FREE
TRAFFIC?
SAMPLE DEMOGRAPHICS
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.
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.
THE DIGG ALGORITHM
The beautiful thing about social media optimization and marketing is that can
sit right on top of your search engine optimization and marketing.
SOCIAL MEDIA AND SEARCH
USING SOCIAL MEDIA TO INCREASE SEARCH VISIBILITY.
USING SOCIAL MEDIA TO INCREASE SEARCH VISIBILITY.
USING SOCIAL MEDIA TO INCREASE SEARCH VISIBILITY.
USING SOCIAL MEDIA TO INCREASE SEARCH
VISIBILITY.
USING SOCIAL MEDIA TO INCREASE SEARCH VISIBILITY.
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.
EXAMPLES
EXAMPLES FROM SCRATCH
EXAMPLES FROM SCRATCH
EXAMPLES FROM SCRATCH
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.
CALCULATING RETURN ON
INVESTMENT
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.
5 ESSENTIAL RULES OF SOCIAL MEDIA OPTIMIZATION