Learn why SMO should be part of an overall SEO strategy (SEO + SMO = Amplified Findability in the traditional and social web).

1. Social Media Optimization
is the New SEO
with Brian Solis

2. Why we’re here…

4. Social Media Optimization

6. Social Media Engagement
Affects Every Step
of a Decision Making
Process

7. Post-
Purchase
Satisfaction
Discovery
Recommendation
Evaluation
Purchase

8. Matt Singley

9. Everything
Begins with
Search

10. Traditional Search:
Searches performed in the search engines that have
existed since the dawn of the Web, such as Google,
Yahoo!, and the like.
Real-Time Search:
Content is discoverable as it’s uploaded online, whether
it’s on a Web site, blog, or any social network, Real-time
search engines include, Collecta, OneRiot, Topsy, among
others.
Social Search:
The inclusion of related activity and content within your
social graph related to the context of your search.
Social Network Search:
A manual form of search within each social network
where keywords or keyword strings are manually input
into the search boxes of each network.

11. Traditional
Real-Time
Social

12. The Human Algorithm
Google is adapting PageRank for people…

14. YouTube is the second
most popular online
search engine…

15. Facebook and Twitter are
quickly replacing Google
amongst core users as their
primary source for search…

16. How does your brand
perform in real-time and
social search?

17. In YouTube, we’re presented with a window that
serves-up ―Related Videos.‖
YouTube employs a sophisticated algorithm that
matches videos within the network to the video
you’re currently viewing.
It is mostly based on the title, description and
tags associated with each video.

18. Increasing Your
Digital Footprint

19. I believe Social Objects are
the future of marketing
- Hugh MacLeod, @GapingVoid

20. Social Objects are the catalysts
for conversations and
occurrences — online and in real
life — and they affect behavior
within their respective societies

21. Social Objects are…
• The pictures in Flickr
• Videos on YouTube
• Events in Upcoming or Plancast
• Updates in Facebook
• Bookmarks in Delicious
• Votes in Digg
• FourSquare check-ins
• The docs in Scribd
• Reviews in Yelp
• Subject matter in Ning
• Thoughts shared in the comment of a
blog or the post itself, etc.

22. We Become Media

24. Every company is a media
company because every
company publishes to its
customers, its staff, its
neighbors, its communities.
- Tom Foremski

25. Earned media: the result of our owned, paid, and participatory media
programs and is reflected in the blog posts, tweets, status updates,
comments, and ultimately actions of our consumers, peers, and
influencers.
Owned Media: media that is essentially, controlled by the brand.
Owned objects are social objects produced by the company and
introduced to each network in a variety of formats, text, video, audio,
experiences, etc.
Paid Media: The visibility we purchase, such as promoted Tweets,
display ads, paid search, and sponsorships.
Participatory Media: An extension of earned and owned media,
participatory media takes the shape of a hosted hub where brand
representatives and our communities can interact and collaborate.
Sponsored Media: Fuses owned, paid, and earned media. Sponsored
media is one that is championed by companies such as Izea, MyLikes,
Ad.ly, Twittad. Sponsored media can take the form of paid tweets, blog
posts, appearances, and featured objects on targeted profiles.

26. Paid
The Social Media Ecosystem
Word of Mouth
Banners SEO
Sponsored Posts
Paid Tweets &
Virtual Goods Posts
Value Ads
Apps
Likes
INFLUENCE
Relevance
REFERRALS
Empathy
Trending
Sharing
Broadcast Widgets
Retweets Bran Video
Podcasts
Images
Shares
dStory
Tweets
Tabs
Check-ins Updates
Wall Posts Blogs
Tweets
Posts Livestreams
Video
Viral
Participatory

28. Introducing the new CEO:
The Chief Editorial Officer

29. We are now in the business of
creating and distributing
social objects

30. We Must
Connect
the Dots

32. In the social web, we are presented with a
privilege to establish meaningful dialogue and
collaborative relationships with the people who
define our markets.
Consumers have choices. We’re not part of
those decisions where we’re not present.
Inbound marketing serves as the bridge between
those seeking information, direction and insight
and those willing to provide guidance and
support.
Excerpt, Inbound Marketing, Brian Solis

33. Social Media Optimization

35. SMO =
The distribution of social objects
and their ability to rise to the top
of any related search query,
where and when its performed.

36. SEO + SMO = Amplified
findability in the traditional and
social Web

39. Social Media Optimization
improves the ―findability‖ of
Social Objects

40. SMO specifically is defined by the
elements ingrained in each social
network…this is referred to as
Metadata

41. Metadata is the data that defines other data.
Web 2.0 is built on metadata, leveraging ―the
crowds‖ to classify and organize the volumes of
user-generated content uploaded to social
networks and blogs everywhere.
We became the web’s librarians and helped to
index the volumes of social objects to help
others discover them quickly and easily.
Yes, tags, descriptions and keywords
collectively contribute to the ―discoverability‖ of
social content.

42. Everything Begins with Search

43. Titles
Descriptions
Tags/Keywords
Syndication
Links + views

44. Titles

45. Headlines and title tags should have
keywords up front

48. The art of headline writing is not unlike
that of traditional media.
It must grip the viewer immediately and
compel them to act and hopefully share.
In Social Media, the headline must also
contain the keywords that explicitly
match the search patterns of the people
you hope to reach

49. Descriptions

50. Descriptions further refine the context
of the social object to entice visitors
to view and hopefully circulate it
amongst their social graph

52. Tags

53. Keywords are the terms that people use
to find relevant information in traditional,
social and real-time search.
The keywords used by customers and influencers are not
necessarily what we think…

54. The tag list should contain a series of
keywords that extend beyond the list you
might have proposed.
Make sure to include other keywords
related to the branding of the product,
market, as well as its competition.

57. Tags are keywords that further group and
organize the object within the social
network.
Tags are based on folksonomy, a system
of classification derived from the practice
and method of collaboratively creating
and managing tags to annotate and
categorize content within specific
networks.

58. The tag list should contain a series of
keywords that extend beyond the list you
might have proposed.
Make sure to include other keywords
related to the branding of the product,
market, as well as its competition.

60. Tags also improve the categorization and
grouping/association of keywords in Twitter
search…it’s called the #hashtag

62. Syndication or
Content Distribution

63. Content distribution establishes
presences in strategic networks and
points back to the original content to
increase visibility and findability.

64. Syndicating Social Objects
Social
Object

65. Employ a strategy that promotes the
content within those networks dedicated
to the sharing and promotion of social
objects, such as a Digg, delicious, and
StumbleUpon.
Inserting the object into the network isn’t
enough however…

66. Links

67. Links are the currency of the Web…

68. As in SEO, links help fuel traffic and
weight of social objects as measured in
views, ratings, retweets, likes and
favorites.
This criteria portrays stature and
engenders credibility for steering
perception when someone ―stumbles
upon‖ the object.

73. Enable One-Click Social Sharing

76. The art and science
of influence

80. Viral Marketing
doesn’t work, tell
everyone you know…

81. Word of mouth marketing is
not created, it is co-created

82. 10 Attributes of WOM Content
1. Create content that’s relevant
2. Identify the tastemakers and influencers who will help us
reach the right audiences
3. Involve them in the process before the campaign is
officially introduced – seeding
4. Strike a chord with the person they’re trying to compel –
making an emotional connection
5. Encourage them to share it with their contacts
6. Reward them for doing so
7. Define the action we wish viewers to take after the
engagement
8. Provide them with a forum for self-expression
9. Recognize all of those who helped us
10. Connect everyone together for future engagement

83. Micro Disruption Theory & The Social Effect
Update Attention Aperture
Disruption
Point
Time
Opportunity for Resonance

84. Participation

88. #Engage

90. @briansolis
www.briansolis.com
www.future-works.com
http://bit.ly/engageme
http://bit.ly/prbook
www.nowisgone.com

91. Thank You!

92. Thank You!
Learn more about using social media for your business
@ www.hubspot.com/social-media-marketing-hub