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

E: Tom.Michiels@queromedia.com

QueroMedia NV

De Villermontstraat 9

2550 Kontich, Belgium

T: +32 3 450 82 00

W: www.queromedia.be

E: info@queromedia.be