Social Media for SEO
Content
Using Social Media to Improve Your SEO
Brent D. Payne
SEO & Social Media Director 435 Digital
SEO 101: Popularity
Popularity Links
Authority
Trust
Popularity
Relevance
Similar Content
Authority
@BrentDPayne
Social Media Helps Create More Links to Your Site
@BrentDPayne
I’ve Heard the Excuses
I Don’t Like . . . • Facebook • Twitter • Digg These Sites Don’t Fit My Brand . . .
• Reddit • StumbleUpon
[Insert some other excuse here] • Blah • Blah Blah • Blah Blah Blah Blah
@BrentDPayne
And Some Half-educated Whining . . .
But Social Media Doesn’t Drive Traffic • Twitter • Facebook
But Social Media is Empty Calories Traffic
• Digg • Reddit • StumbleUpon I’m Not Paying You to . . . • . . . Be on Facebook All Day • . . . Send Tweets • . . . Make Stupid Comments on Digg
@BrentDPayne
300+ Choices. Pick One. Get Social.
Which Sites Will You Use?
@BrentDPayne
Make It Easy to Be Social!
@BrentDPayne
Formula: The Social Media Title
The Viral Content Formula:
• [Number] [Adjective/Superlative] [Key Phrase] [Media Type]
Examples:
• 10 Movies that teach you how to commit crimes. • 10 iPhone finance apps that count. • 16 Drinks named for authors and their books. • 25 Reasons it’s great to be an IT guy (or girl). • Morgan Freeman’s 5 most memorable movie moments.
@BrentDPayne
Social Media Balance
Example of How Twitter Can Build Links
Brent’s A God!
147 Retweets Follower Reach 1,841,336 3,502 Visits in 24hrs 512 inbound links in 24hrs!
@BrentDPayne
Listen First…Then Share
Find • Find interesting conversations
Listen
• Enter the ‘cocktail party circle’ by following/friending • JUST LISTEN! Share • Share delicately Engage • Build two way communication
Twitter Account Types: News Feed
Create a News Feed from RSS • Use your most frequently updated quality content • Do NOT ‘at reply’ users from this account • Do NOT follow people back from this account; follow your own accounts
@BrentDPayne
Twitter Account Types: Employees
Allow Employees to Tweet • Set some ground rules about proprietary information • Underscore that company grievances should be addressed with Human Resources • Provide information to employee about libel/slander and the consequences • Allow them to promote the company and the competitor • Allow them to be genuine and personable • Give them freedom to be themselves in all aspects of their lives • Understand and accept that mistakes and issues will occur • Do NOT officially endorse them
@BrentDPayne
Twitter Account Types: Celebrities
Force Celebrities to Create Accounts
• Make it a job requirement to have a Twitter profile • Give them freedom to be human (i.e. complain about their commute) • Get them to interact with their followers (follow them back, at reply, DM, etc.)
@BrentDPayne
Twitter Account Types: Brand Persona
Create a Brand Persona • Create a character that your audience can connect with personally • Spend time to create a decent avatar • Mimic your brand perception or mimic the target audience demographic • Create a detailed personality, writing style, interests, etc. for the persona • Be sure to have the persona engage with the audience via ‘at replies’, ‘direct messages’, and even send event invites • Keep who’s behind the ‘veil of Oz’ private, always • Do NOT allow those behind the veil to inject personal opinions inconsistent with the brand persona • Make it your brand’s social media face @BrentDPayne
Get Big Fast: Promote Your Profiles
Make Your Audience Aware
• Use your readership of print media to promote your twitter profile • Use your viewership of television to promote your twitter profile • Promote your twitter profile to your listeners via radio • Don’t forget the easiest of them all… your website visitors!
@BrentDPayne
Get Seen: Use Twitter Directories
Use Twitter Directories • List yourself in the top Twitter directories • WeFollow, Twellow, Muck Rack, etc.
@BrentDPayne
Engage the Locals: Have a Tweetup
Tweetup = Local Engagement • Invite top referrers or bloggers specifically • Pick a decent venue that can handle 2x expected turn out • Utilize event sites like EventBrite or Meetup.com • Have one or two celebrities attend to create a draw • Clarify dress code, theme, location, food or no food, etc. • Promote the Tweetup from all profiles POUH YOUR COMPETITOR • Have large nametags available and plenty of pens • Take lots of pictures and post them publicly • Remember to MINGLE! • Do NOT buy the alcohol!
@BrentDPayne
Take Off The Gloves: Poach
Poach Your Competitor’s Followers! • Follow those that follow your competitor…and engage with them
POACH YOUR COMPETITOR
@BrentDPayne
Get A Little Dirty: Cheat/Automate
Twitter Automation • Auto-follow all followers of a particular user • Auto-follow all those that a particular user follows • Auto-follow those that follow you • Auto-follow those that tweet a particular keyword • Auto-follow by geography • Auto-unfollow anyone that isn’t following you • Only follow those that have x number of followers but under y number • Only follow those that have tweeted at least x number of times • Only follow those that have a nondefault profile image • Setup a tweet for a later date and time • MUCH, MUCH, MORE!!
@BrentDPayne
Facebook
Welcome Page
Consistent Brand Image • Ties your website and other advertising into your Facebook presence
Encourages Fans
• Ability to encourage people to ‘like’ the page Reputation Management • Protects new potential fans from seeing potentially negative comments on your wall
30 Million Fans • Huge Audience! Huge Responsibility!! Negative Comments • Coca-Cola has two negative comments in just the past 30 mins
Monitor Your Wall!
Facebook Photos
Allow Tagging of Photos • Allow users to tag photos of your brand in photos • Increased visibility Monitor for Misuse or Bad Branding • Illegal activity, inappropriate behavior, etc.
Virtual Viral Gifts
• Get fans to get you more fans from their friends Sweepstakes/Contests • Run sweepstakes or contests • Be careful of Facebook rules
Promote!
SEO 101: Authority
Popularity Links
Authority
Trust
Popularity
Relevance
Similar Content
Authority
@BrentDPayne
Finding Authority in Social Media: Klout.com
Klout.com • The Klout Score is the measurement of your overall online influence
Finding Authority in Social Media: WeFollow
WeFollow.com • List of most influential Twitter users by selfchosen topics
Finding Authority in Social Media: Booshaka!
Booshaka!
• List of top Facebook pages by fan count in a categorized list
Tweets Can Post to Powerful Pages!
SEO 101: Relevance
Popularity Links
Authority
Trust
Popularity
Relevance
Similar Content
Authority
@BrentDPayne
Be Relevant!
Discover what the world is talking about
In an Internet Minute…
More than 168 million emails are sent 695,000 status updates are published on Facebook 20,000 new posts are published on Tumblr 510,040 comments are published on Facebook Google serves 694,445+ search queries 370,000+ minutes of voice calls by Skype 13,000+ hours of music streaming from Pandora More than 13,000 iPhone apps are downloaded
6,600 images are published on Flickr
Discover how the world is talking about it
Discover when the world is talking about it Discover where in the world they are talking about it Discover why the world is talking about it Discover who to engage with when talking about it TALK ABOUT IT TOO!
600 videos (approx. 25 hours) are uploaded to YouTube
Brent D. Payne becomes even more bald
Social Media Relevance: Tools to Help
Weather Local News Fashion Sports Movies Politics What are people talking about? How can I find out?
Food Horoscopes Travel
@BrentDPayne
Google Hot Trends: What’s Mega Hot Online…Right Now!
List of Top Search Terms
• Shows highest volume search terms by percentage of increase • Updated every hour on the hour
Powerful for . . .
• Breaking news • Historical top terms by date • General education on searcher behavior
http://www.google.com/trends
Google Hot Trends: An Indication of Hourly Search Trends
Hotness Factor • Volcanic – Extreme volume, usually high competition • On Fire – High volume, considerably less competition • Spicy – Strong volume • Medium – Medium volume
Other Things to Consider
• Graph – Watch it and catch terms while they’re still peaking • Related Searches – Use them in your content to differentiate in high competition times
http://www.google.com/trends
Relevancy
Twitter Trends • Use Twitter trends to discover what people are hashtagging in your local area
Contact Us for More Details
SEO & Social Media Director
Phone: 312.324.3344 Email: [email protected] Twitter: @435Digital 435Digital.com Brent D. Payne – SEO & Social Media Twitter: @BrentDPayne Facebook: facebook.com/BrentDPayne Email: [email protected]
(435 Digital is a Tribune Company)
More SEO & Social Media Presentations:
http://www.brentdpayne.com/presentations
Brent D. Payne
SEO & Social Media Director 435 Digital
SEO 101: Popularity
Popularity Links
Authority
Trust
Popularity
Relevance
Similar Content
Authority
@BrentDPayne
Social Media Helps Create More Links to Your Site
@BrentDPayne
I’ve Heard the Excuses
I Don’t Like . . . • Facebook • Twitter • Digg These Sites Don’t Fit My Brand . . .
• Reddit • StumbleUpon
[Insert some other excuse here] • Blah • Blah Blah • Blah Blah Blah Blah
@BrentDPayne
And Some Half-educated Whining . . .
But Social Media Doesn’t Drive Traffic • Twitter • Facebook
But Social Media is Empty Calories Traffic
• Digg • Reddit • StumbleUpon I’m Not Paying You to . . . • . . . Be on Facebook All Day • . . . Send Tweets • . . . Make Stupid Comments on Digg
@BrentDPayne
300+ Choices. Pick One. Get Social.
Which Sites Will You Use?
@BrentDPayne
Make It Easy to Be Social!
@BrentDPayne
Formula: The Social Media Title
The Viral Content Formula:
• [Number] [Adjective/Superlative] [Key Phrase] [Media Type]
Examples:
• 10 Movies that teach you how to commit crimes. • 10 iPhone finance apps that count. • 16 Drinks named for authors and their books. • 25 Reasons it’s great to be an IT guy (or girl). • Morgan Freeman’s 5 most memorable movie moments.
@BrentDPayne
Social Media Balance
Example of How Twitter Can Build Links
Brent’s A God!
147 Retweets Follower Reach 1,841,336 3,502 Visits in 24hrs 512 inbound links in 24hrs!
@BrentDPayne
Listen First…Then Share
Find • Find interesting conversations
Listen
• Enter the ‘cocktail party circle’ by following/friending • JUST LISTEN! Share • Share delicately Engage • Build two way communication
Twitter Account Types: News Feed
Create a News Feed from RSS • Use your most frequently updated quality content • Do NOT ‘at reply’ users from this account • Do NOT follow people back from this account; follow your own accounts
@BrentDPayne
Twitter Account Types: Employees
Allow Employees to Tweet • Set some ground rules about proprietary information • Underscore that company grievances should be addressed with Human Resources • Provide information to employee about libel/slander and the consequences • Allow them to promote the company and the competitor • Allow them to be genuine and personable • Give them freedom to be themselves in all aspects of their lives • Understand and accept that mistakes and issues will occur • Do NOT officially endorse them
@BrentDPayne
Twitter Account Types: Celebrities
Force Celebrities to Create Accounts
• Make it a job requirement to have a Twitter profile • Give them freedom to be human (i.e. complain about their commute) • Get them to interact with their followers (follow them back, at reply, DM, etc.)
@BrentDPayne
Twitter Account Types: Brand Persona
Create a Brand Persona • Create a character that your audience can connect with personally • Spend time to create a decent avatar • Mimic your brand perception or mimic the target audience demographic • Create a detailed personality, writing style, interests, etc. for the persona • Be sure to have the persona engage with the audience via ‘at replies’, ‘direct messages’, and even send event invites • Keep who’s behind the ‘veil of Oz’ private, always • Do NOT allow those behind the veil to inject personal opinions inconsistent with the brand persona • Make it your brand’s social media face @BrentDPayne
Get Big Fast: Promote Your Profiles
Make Your Audience Aware
• Use your readership of print media to promote your twitter profile • Use your viewership of television to promote your twitter profile • Promote your twitter profile to your listeners via radio • Don’t forget the easiest of them all… your website visitors!
@BrentDPayne
Get Seen: Use Twitter Directories
Use Twitter Directories • List yourself in the top Twitter directories • WeFollow, Twellow, Muck Rack, etc.
@BrentDPayne
Engage the Locals: Have a Tweetup
Tweetup = Local Engagement • Invite top referrers or bloggers specifically • Pick a decent venue that can handle 2x expected turn out • Utilize event sites like EventBrite or Meetup.com • Have one or two celebrities attend to create a draw • Clarify dress code, theme, location, food or no food, etc. • Promote the Tweetup from all profiles POUH YOUR COMPETITOR • Have large nametags available and plenty of pens • Take lots of pictures and post them publicly • Remember to MINGLE! • Do NOT buy the alcohol!
@BrentDPayne
Take Off The Gloves: Poach
Poach Your Competitor’s Followers! • Follow those that follow your competitor…and engage with them
POACH YOUR COMPETITOR
@BrentDPayne
Get A Little Dirty: Cheat/Automate
Twitter Automation • Auto-follow all followers of a particular user • Auto-follow all those that a particular user follows • Auto-follow those that follow you • Auto-follow those that tweet a particular keyword • Auto-follow by geography • Auto-unfollow anyone that isn’t following you • Only follow those that have x number of followers but under y number • Only follow those that have tweeted at least x number of times • Only follow those that have a nondefault profile image • Setup a tweet for a later date and time • MUCH, MUCH, MORE!!
@BrentDPayne
Welcome Page
Consistent Brand Image • Ties your website and other advertising into your Facebook presence
Encourages Fans
• Ability to encourage people to ‘like’ the page Reputation Management • Protects new potential fans from seeing potentially negative comments on your wall
30 Million Fans • Huge Audience! Huge Responsibility!! Negative Comments • Coca-Cola has two negative comments in just the past 30 mins
Monitor Your Wall!
Facebook Photos
Allow Tagging of Photos • Allow users to tag photos of your brand in photos • Increased visibility Monitor for Misuse or Bad Branding • Illegal activity, inappropriate behavior, etc.
Virtual Viral Gifts
• Get fans to get you more fans from their friends Sweepstakes/Contests • Run sweepstakes or contests • Be careful of Facebook rules
Promote!
SEO 101: Authority
Popularity Links
Authority
Trust
Popularity
Relevance
Similar Content
Authority
@BrentDPayne
Finding Authority in Social Media: Klout.com
Klout.com • The Klout Score is the measurement of your overall online influence
Finding Authority in Social Media: WeFollow
WeFollow.com • List of most influential Twitter users by selfchosen topics
Finding Authority in Social Media: Booshaka!
Booshaka!
• List of top Facebook pages by fan count in a categorized list
Tweets Can Post to Powerful Pages!
SEO 101: Relevance
Popularity Links
Authority
Trust
Popularity
Relevance
Similar Content
Authority
@BrentDPayne
Be Relevant!
Discover what the world is talking about
In an Internet Minute…
More than 168 million emails are sent 695,000 status updates are published on Facebook 20,000 new posts are published on Tumblr 510,040 comments are published on Facebook Google serves 694,445+ search queries 370,000+ minutes of voice calls by Skype 13,000+ hours of music streaming from Pandora More than 13,000 iPhone apps are downloaded
6,600 images are published on Flickr
Discover how the world is talking about it
Discover when the world is talking about it Discover where in the world they are talking about it Discover why the world is talking about it Discover who to engage with when talking about it TALK ABOUT IT TOO!
600 videos (approx. 25 hours) are uploaded to YouTube
Brent D. Payne becomes even more bald
Social Media Relevance: Tools to Help
Weather Local News Fashion Sports Movies Politics What are people talking about? How can I find out?
Food Horoscopes Travel
@BrentDPayne
Google Hot Trends: What’s Mega Hot Online…Right Now!
List of Top Search Terms
• Shows highest volume search terms by percentage of increase • Updated every hour on the hour
Powerful for . . .
• Breaking news • Historical top terms by date • General education on searcher behavior
http://www.google.com/trends
Google Hot Trends: An Indication of Hourly Search Trends
Hotness Factor • Volcanic – Extreme volume, usually high competition • On Fire – High volume, considerably less competition • Spicy – Strong volume • Medium – Medium volume
Other Things to Consider
• Graph – Watch it and catch terms while they’re still peaking • Related Searches – Use them in your content to differentiate in high competition times
http://www.google.com/trends
Relevancy
Twitter Trends • Use Twitter trends to discover what people are hashtagging in your local area
Contact Us for More Details
SEO & Social Media Director
Phone: 312.324.3344 Email: [email protected] Twitter: @435Digital 435Digital.com Brent D. Payne – SEO & Social Media Twitter: @BrentDPayne Facebook: facebook.com/BrentDPayne Email: [email protected]
(435 Digital is a Tribune Company)
More SEO & Social Media Presentations:
http://www.brentdpayne.com/presentations
