Advanced Social Media Tactics For Search Engine Optimization (SMX Stockholm 2012) - Genero
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This document outlines a social media and SEO campaign idea that combines user generated content and link building. The idea is to 1) grow a large Facebook audience, 2) have that audience create content and build links by participating in competitions for prizes, and 3) leverage that user generated content and associated links on websites, blogs, forums and more to boost SEO and engagement. A case study example of a pet food company that implemented this strategy is described, which resulted in increased sales, thousands of user-generated stories that improved SEO rankings, and ongoing engagement of fans.
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Advanced Social Media Tactics For Search Engine Optimization (SMX Stockholm 2012) - Genero
- 1. Mar 24, 2012 AdvancedSocialMediaTactics A hands-on campaign idea
- 2. Me JonathanBjörkskog Partner and head of search at Genero. Genero A digital agency helping clients to become the leader in their area by using mostly digital medias. A Nordic agency working on the Finnish and Swedish markets this far. 21 doers, based in Helsinki.
- 4. Firstsomebasics SocialmediaisnotreplacingSEO Both are good in their own way. Alwaysworkwiththewebsiteasthebase Everything made in social media should be made on the base.
- 5. Firstsomebasics Buildsocialmediacampaignsthatwillbenefityouforalong time Not just the typical two week campaign that then is forgotten. SocialsharesareNOTreplacingreallinks Even if people might be telling you so. Both are good in their own way though.
- 7. TheIdeaforacombinedcampaign Couldweusefansforcontentcreationandlinkbuilding? In my opinion, absolutely. Butsomethingsareneeded… • Control over the SEO part. • Control over the tech part. • Controlover the social media part. • Control over the content creation part. • A LOT of trust from the client.
- 8. Thecampaignidea 1.Growabigaudience. On Facebook. That’s where the people are now. Do you already have fans? Congratulations,you can skip this step! 2.Lettheaudiencecreatecontentandlinksforwinningprices. The idea is that the content with most likes wins things now and then. 3.Getaccesstounlimited storiesforkeepingfansengaged. You might be able to run this for a long time.
- 9. Visually Facebook (Your audience) Your site Forums Blogs Niche websites 1. Audience creates content 2. Audience shares their content 3. You get REAL links AND social shares Social medias
- 10. Step1–Growtheaudience Thisistheeasypart… -Createcompetitionsforfans,withbigenough,relevantprizes. -BuyFacebookadsandtargettherelevantgroupsofpeople. Invest in getting some fans, you will need them later, and even if it does not pay off now, it will soon. Do what works for you, competitions and giveaways works in the most niches.
- 11. Step2–“Use”thefans Thisisthefunpart… Makeanewcompetition,wherefansshouldcreatecontentin yourFacebookapp-tabforwinningprizes. Users creates “stories” on your facebookpage app, stories that automatically ends up as content on your website. The “story” with most likes (or votes) every month wins prizes.
- 12. Step3–Seethecontentandlinks rollingin Now,THISisthereallyfunpart… Engagedfanswilldoeverything forwinning. They will blog about their content, they will post links to their content in forums, they will get every friend to like and share their content. Not everyone will do that. But a lot will. Think about how much more time your armada of followers have for spreading the word than you!
- 18. Step2,Activatingtheaudience Whatthefansneededtodotoparticipate: • Choosethebreedofthedog. • Uploadaphotooftheirdog,writeatitleandthestory. • Acceptthattheircontentappearsinthecompany’smarketing,andsubmit.
- 26. Example
- 28. Thelinksflow Category page A storyForums Blogs Niche websites Social medias A story A story Category page Frontpage, brand
- 30. Otherbonuses? Yep! 1. Wenowuseusergeneratedstoriesasprintedproducttexton packaging. 2. WehavealotofstoriestopostonFacebook,tokeepfans engaged. 3. Storiesnowcomesalmostnaturallywithlessandlessadvertising everymonth. 4. Whenwehaveeverythingweneedaboutabreed,wecaneasilychange thecategorization.