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Using Social Media to Improve Your SEO Brent D. Payne SEO & Social Media Director 435 Digital


SEO 101: Popularity Popularity

Authority

Relevance

Links

Trust

Similar Content

Popularity

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

Authority

Relevance

Links

Trust

Similar Content

Popularity

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

Authority

Relevance

Links

Trust

Similar Content

Popularity

Authority

@BrentDPayne


Be Relevant!

In an  Internet  Minute… More than 168 million emails are sent

695,000 status updates are published on Facebook

510,040 comments are published on Facebook

Google serves 694,445+ search queries

370,000+ minutes of voice calls by Skype

20,000 new posts are published on Tumblr

13,000+ hours of music streaming from Pandora

More than 13,000 iPhone apps are downloaded

Discover what the world is talking about

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!

6,600 images are published on Flickr

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

What are people talking about? How can I find out?

Sports Movies Politics

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: Brent@435Digital.com Twitter: @435Digital 435Digital.com Brent D. Payne – SEO & Social Media Twitter: @BrentDPayne Facebook: facebook.com/BrentDPayne Email: bpayne@gmail.com

(435 Digital is a Tribune Company)

More SEO & Social Media Presentations: http://www.brentdpayne.com/presentations

Social Media for SEO  

Come i social media auitano a migliore i SEO

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