Successful Tactics for Social Media Optimization (SMO)

Mar 19, 2008 • 2:03 pm | comments (0) by twitter Google+ | Filed Under Search Engine Strategies 2008 New York
 

Moderator: Erik Qualman, Search Engine Watch Expert and Global Vice President, EF Education

Liana Evans, Director of Internet Marketing, KeyRelevance is up to talk to us about video sharing and rating/review sites.

(1) Social media is not new, it starts with message boards

Why Care About Social Media? - More Opportunities in SERPs - Creates an Engagement Opportunities - Traffic to Site - Links to Site - Creates Buzz

Video Sharing Ties in How? - How To Videos work well (she shows stats on search volume for some how to queries). - "How to tie a tie video" query brings up videos in Google web search - She shows examples of why videos with more views can be outranked by videos with better quality links

She now shows the Bare Escentuals video...

Li, don't hate me, but I am linking to your recent presentation at SMX, cause some of the content is very similar.

She explains that if Bare does videos on "how to apply makeup" they might be able to convert on that.

She then shows the hsn videos search results at Google. She notes the myspace profile ranks number one for "hsn videos." She then shows the Yahoo results for the same query. She then drills down on how YouTube, MySpace all show the HSM Videos. An HSN rep is responding to comments on videos, engaging with users.

It's not just YouTube, there are a ton of them out there...

What Matters with Video Sharing: - Ratings - Comments - Title of Video, Social Media Profiles, Images, - Keywords used - Links to Videos

Social Ratings & Reviews - People without blogs will blast you hear and people will listen - People respect honest reviews - Good reviews are great and have an impact - Bad reviews have a worse impact - Misinformation can be corrected - Great place for a qualified and relevant link

She then shows the Yelp front page. Yelp pages can drive nice traffic. She shows how the reviews work, and so on. She then moves on to TripAdvisors reviews. Then she shows you how Yelp and TripAdvisor come up in the SERPs.

- Participate - Monitor Reputation - Track with Analytics

Jennifer Laycock, Editor-in-Chief, Search Engine Guide to talk about Flickr and Twitter.

Why Flickr? - She shows how a picture can change your emotional reaction to content - Flickr is doing well within image search (technorati uses Flickr) - Yahoo loves Flickr images (they own them) - Flickr has an engaged community, their are groups, comments, rating, etc. - She showed one group about "edible gardening" - Flickr allows you to embed links, which leads people to click on them (now nofollowed) - You can email pictures from your camera phone to Flickr - Join or create groups - Publish from Flickr to Most Blogs - Good privacy options - RSS feeds - Pro account is $25 per year - Subscribe to comments on your pics so you can respond

Twitter: - Micro-blogging (140 character limit)

- Networking Made Simple -- It's an open form of eavesdropping -- You can get both sides of conversation and expand your nrtwork

- Twitter is a great news source -- Sites Twitter breaking news -- It can go to your cell phone also

- Power of "ReTweet" -- People might broadcast your twitters to their networks...

Twitter: - Expand your network - It's not stalking, it's observing - Powerful traffic source - Instant feedback source - Free - Limited by your creativity

Tamera Kremer, Founder, Wildfire Strategic Marketing to talk on social bookmarking.

It's kind boring compared to Twitter, Flickr and YouTube. But its part of the social media mix.

Social Bookmarking 101: - Tag any page on the web - Browser, blog, facebook, rss - View how popular an article is - Tag article with terms relevant to you - Browse user tags by keyword - Share links with others in your network

Delicious: - 4 million users - Over 100 million web pages bookmarked - Yahoo bought them in 2005 - Tag clouds are prominently displayed on blogs - Many A List bloggers use it automatically

Use Social Bookmarking to: - Keep tabs on your brand reactions - Augment your keyword research with delicious - It optimizes your title tags (bookmarklets grab those title tags)

Case Study: - They made a quick start guide for users to teach them how to use delicious for a client - Participation increased ten fold after the quick guide

3 Ways to get Started: - Set Up RSS Alert for your URLs - Set up a personal account and start tagging - Search through they keywords you associate with your brand and see what types of articles are tagged with that folksonomy

William Flaiz, Vice President, Search Engine Optimization & Web Analytics, Avenue A | Razorfish is last up.

The client web site is central to what they do.

- Social Bookmarking - Wiki's, be careful with wikipedia, be active in the community -- Take advantage of reference links -- Other links, but they may be edited quickly

Photo Communities - Loves Flickr (mostly same reasons as above) - PhotoBucket been around for a long time, but not SEO friendly

Video: - YouTube offers biggest benefit - - Use the about this video section

Social NEtworking Sites: - Facebook have fan pages or company pages -- Facebook ranks well in SERPs so backlinks in those pages help -- They used Facebook pages for a reputation management issues

Blogs - ...

Content Creation SItes - Like Squidoo

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