1. IAB Atelier
Social Media Optimization &
E-Reputation Management
Tom Michiels – February 8, 2011

2. SOCIAL MEDIA OPTIMIZATION
INTRODUCTION

3. © Image: justasorethumb.wordpress.com

4. CONVERSATION

5. CONVERSION

6. Social Media Optimization =
A different approach to Social Media
© Image: www.gva.be

7. Think of social
media as your
Digital
footprint
© Image: thefauxistinternational.files.wordpress.com

8. SOCIAL MEDIA OPTIMIZATION
EVOLUTION & STRATEGY

9. Search is changing
© Image: Elliance

10. search engine algorithms are becoming human
© Image: www.sxc.hu

11. “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
© Image: ticketbuzz

12. Universal Search Complexity
Twitter results
Organic results
Search Wiki
Including stock
quotes, and
site links
Store locater
Video Results
Local Results

13. Social & Search (1)

14. Social & Search (2)

15. Social & Search (3)

16. It all comes down to…
targetting & performance
Location
Keywords
…smart targeting Timing
…in a more & more Connections
…challenging & complex digital environment Device
Behavioural
(gender)
…

19. SEO objectives by Social Media use

20. Goals of integrating social media with SEO

21. The ROI of search and social media

22. Questions on SEO & SMO strategy
How best to build links
with social media ?
What kind of social media
works best for SEO ?
Do social media links pass Pagerank ?

23. The Silo Problem :
Approaching SEO and Social Media as
independent tactics.
© Image: Jim Corwin

24. What is Social Media Optimization?
Visibility Linkability Findability

25. SOCIAL MEDIA OPTIMIZATION
TIPS & TRICKS

26. The transformative equation for business

27. 5 SEO tactics for blogs
• Titles
• Descriptions
• Keywords
• Tags
• Anchor texts
© Image: Elliance

28. Where to use keywords

29. One click social sharing

30. Think of the • Novelty • Dependability
N.U.D.E. score • Utility • Economy

31. 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

32. 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

33. Video SEO
• Funny – professional – offensive
• Title - Description
• Keyword tags
• Create a channel
• Monitor Number of views & Rating
• Embed videos

34. What about Twitter ?
• Increase awareness
• Attract links
• Name + Bio
• URL
• Real-time search results

35. Most social networks use no-follow links
© Image: Mark Mallett

36. SOCIAL MEDIA OPTIMIZATION
TO MEASURE IS TO KNOW

37. KPI’s for social media
• Traffic
• Engagement
• Goal conversion
• Direct sales (e-commerce)
• Cost savings

38. Google Analytics

39. Don’t forget about being human!

40. 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