This is my presentation on SEO and Social Media Marketing for SMX Stockholm 2008, September 24. The presentation explores the components of the optimization of a Social Media Marketing campaign, from Media Asset Optimization to User and Blogosphere engagement - includes a bonus: SEO DETOX, a 12-step program to get out of SEO and into Social Media - and an extra bonus: Global Search Interactive's secret weapon for viral video distribution.

1. SEO AND
SOCIAL MEDIA
MARKETING
featuring the SEO DETOX Clinic
MASSIMO BURGIO
founder, chief strategist
GLOBAL SEARCH INTERACTIVE
globalsearchinteractive.com
a proud member of SEMPO

2. SEO DETOX
CLINIC
a 12-step program
to get out of SEO
and into social media

3. SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags

4. SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)

5. SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)
7 - share what you own (RSS)
8 - share what you know (social search)
9 - share what you like (social bookmarking)

6. SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)
7 - share what you own (RSS)
8 - share what you know (social search)
9 - share what you like (social bookmarking)
10 - other people’s content is good too (embed)
11 - do not buy links, generate them
12 - ranking on Technorati is good as ranking on Google

7. SOCIAL MEDIA ENABLERS
Google Universal Search
RSS Technology
Social Apps and Tools
Social Media Networks

8. PEOPLE !!!

9. SOCIAL SEARCH
•! Wisdom of crowd / People helping people find stuff
•! Online collaborative tools
•! Directory building
•! Voting & ranking
•! Uploading and posting
•! Sharing & tagging
•! Commenting & bookmarking
•! Top SERP for blogs and social networks result pages
•! Context, freshness, relevancy

10. WHAT IS SOCIAL MEDIA?
•! Online practices and technologies that users adopt to share
content, opinions, insights, experiences, perspectives, and
the same media
•! Content in social media can take the form of text, graphics,
audio, or video. Several formats can be mixed
•! Social Media sites typically provide users with
communication-enabling technologies and tools such as
message boards, forums, podcasts, bookmarks,
communities, wikis, blogs etc.

11. SOCIAL MEDIA NETWORKS
•! Social networking sites
•! Online collaborative tools
•! Photo / video sharing sites
•! News aggregators
•! Blogs / bloggers’ communities
•! Forums / Message boards
•! Social bookmarking
•! Podcasting / videocasting

13. SOCIAL MEDIA MARKETING
SOCIAL MEDIA SEARCH
Relevant Search
Optimized Engine
Content Optimization
Media
Assets
Optimization
Social
Media
Optimization

14. SOCIAL MEDIA MARKETING
SOCIAL MEDIA SEARCH
Relevant Search
Optimized Engine
Content Optimization
Media
Assets
Optimization
on-page tactics / process of
Social
Media trying to get one's content more
Optimization widely distributed across
multiple social media networks

15. MEDIA ASSET OPTIMIZATION
Optimize texts, webpages, press releases, etc
Use tags and categories in blogs
Tag pictures and video
Use RSS to maximize reach
Adopt viral content distribution
Share (optimized) content on social networks
Submit optimized content to directories and engines

16. SOCIAL MEDIA MARKETING
MEDIA ASSETS OPTIMIZATION
Optimize texts, webpages, press releases, etc
Use tags and categories in blogs
Tag pictures and video
Use RSS to maximize reach
Adopt viral content distribution
Share (optimized) content on social networks
Submit optimized content to directories and engines
SOCIAL NETWORKING
Optimize profiles on social media networks
Engage with social groups and blogosphere
Share content / knowledge on social spaces

17. E-SHELF VIDEO VIRAL STRATEGY
Global Search Interactive’s secret weapon

18. E-SHELF VIDEO VIRAL STRATEGY
www.tubemogul.com

19. SOCIAL MEDIA MARKETING OR NOT?
•! Brand reach / penetration
•! User engagement (B2C, B2B, C2C, C2B)
•! Business social networking (B2B, B2C, C2C)
•! E-shelf / SERP real estate
•! Anticipate competitors

20. 4Ps OF SOCIAL MEDIA MARKETING
PASSION
PATIENCE
PERSEVERANCE
PROACTIVITY

21. I’M VERY SOCIAL =)

22. THANKS / TACK
Massimo Burgio
massimo@globalsearchinteractive.com
www.slideshare.net/massimoburgio/