Successful Tactics for Social Media Optimization (SMO)

Aug 20, 2008 - 4:53 pm 0 by

Kendall Allen, Former Managing Director, Incognito Digital, Digital Marketing and Convergence Media Consultant

The advancement of integrated media

- silo days of search and social media
- integration vs. synchornization
- cooler yet, really integrated digital

Search and Social Media - the early years
- do you remember the ancestors of what we now call social media?
- listservs and user groups
- message boards, chat rooms, auditoriums

- Later more robust chat, file sharing, emergence of social media centers

Integration vs Synchronization
- marketers began to tlak the talk of integration more often
- bigger agencies bred online difisions
- not necessarily smooth, perhaps an unnatural act
- represented a move toward a more integrated….
- paid search emerges

The playground for integration: digital
- with platforms beyond pure online advancing, digital means more today
- tiered markeitng and media plans that deploy digital to hit branding as well as performances objectives and metrics
- the onset of web 2.0 aptitueds, the advance of rich media technology

Social Media coming of age
- community building is no longer disticnt from a good marketing plan, but part of it.
- consumer-centric speak has moved from talking to walking
- the state of tools availalbe is at an alltime high
- the blogosphere is showing up in integrated media plans
- smart marketers are develiping well knit cross platform or integrated social media initiatives with optimization in mind

Integration Illistration - big brand goes for it
- kellogg’s offline advertising included tv spots, pring tads, and pushed you to search on yahoo
- searches on “special K” increased 754% from the year before
- 1500 people joined the community in the first 2 weeks

sCRM -
- polls, surveys, other engagements
- example: Reach Social

Social Spark
- is a social marketing network that connects advertisiers and bloggers through an oline advertising marketplace


Liana Evans, Director of Internet Marketing, KeyRelevance

Social media’s rise

Why do you want to use it??
- Links are by products
- Wisdom of the crowds
- sharing and conversion - free advertising and WOM
- it gives your consumers a voice

Who is in your target audience?
- you need to know your audience prior to jumping in.
- what do they do? what do they like to do?

-Social news
- social sharing
- social networking
- social bookmarketing
- everything else

Dell’s blogging and social collaboration
- *talks about Dell Hell and exploding batteries*
- Ideastorm -> where products are picked by the people

Houlihans and Communities
- they found out via their community that they shouldnt have taken the fajitas off the menu

Del Monte
- Dogster -> snausages

Loblaws ratings and reviews
- filmed them winning a BBQ contest
- they found out that people hated the bottle but loved the sauce
- the packaging was fixed

Dont let this happen to you?
- Sony psp
- Walmart fake blogging

What social media isnt:
- dont let interns do it
- something you just jump into

What social media is:
- its difficult
- its time consuming
- is not the same for everyone
- complement to seo and ppc


David Snyder, Search Specialist,

77% of all searches are branded

Social Networks - some due to varying factors (internal linking structure, domain trust) can be indredibly useful in your serp battles.

When you create your profiles for your company in twitter, myspace and other networks, they can become heavily weighted, especially for branded

terms if you add them to the same link neighbourhood as your currently ranking site

Optimize your profiles - create a lot of content
- talks about TNT and their NBA Live as examples

Go out and engage -

Images - The Flickr model
- flickr profiles are indexed and searched. the profiles and photostreams also pass link equity.

SMO tips for image sites and images
- set the username of r the account in connection with your business or product
- you will want to tkae care when naming your images, creating descriptions, and tagging them. Utilize your keyword researcher

Video - the Youtube model
- be the first one in your market to create video
- make sure you optimize your video and feeds

Case study - Barack Obama
- #6 is his myspace
- #8 is youtube video
- #9 is youtube channel

What else does this do for you?
- selling SMO to your CEO
- manage your online preutation
- improve long conversion funnel sales


Live blogged by Dave Rohrer


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