Social Media
The Gold Rush of the 21st Century
What I’m not going talk about…
• MySpace • Facebook • YouTube (in detail)
Quick Survey
• • • • • • • • • • • • • • • • Do you have a Myspace account? Facebook? Flickr? Linked In? StumbleUpon? Digg? Reddit? Have you ever searched for something on Wikipedia? Yahoo? Google? Ask? Do you read blogs? Do you use a RSS reader like Google, Newsgator or Bloglines? Have you submitted content to a social network? Has your content become “popular” or hit the front page? Do you or a client of yours do social media marketing?
What is Social Media?
“Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.” Social media is…
Editable Popular A conversation Fast Historical
Ironic Source: http://en.wikipedia.org/wiki/Social_media
Why should you care?
With the proliferation of niche sites and communities on the Internet, it’s becoming increasingly important to target longtail search terms and cast a wide net.
And….
Google cares!
How the engines are changing
• Social Network Endorsements
Methods and systems for endorsing search results
• Use of Trends and Bursty Topics
System and method for monitoring evolution over time of temporal content
• User Distributed Search Results
User Distributed Search Results
• Dual Trustrank
Yahoo’s augmented relevance ranking by community participation
Source: Bill Slawski, SEO by the Sea http://www.seobythesea.com/?p=826
Universal Search &
Search Barack Obama:
http://www.google.com/search?hl=en&rlz=1B3GGGL_enUS234US234&q=barack+obama&btnG=Search
Results return: 1. Books 2. Official website with “site links” 3. Wikipedia 4. Senate.gov 5. News results 6. Senate podcasts 7. MySpace 8. Snopes (urban legend site with huge community following) 9. YouTube video 10. Washington Post candidate profile
Universal Search &
Dramatic chipmunk:
http://www.google.com/search?hl=en&rlz=1B3GGGL_enUS234US234&q=dramatic+chipmunk&btnG=Search
Results return: 1. Embedded You Tube video 2-10. More video and social network results
Vanity search for Rhea Drysdale:
http://www.google.com/search?hl=en&rlz=1B3GGGL_enUS234US234&q=rhea+drysdale&btnG= Search
Results return: 1. Personal website 2. Blog I contribute to 3. LinkedIn
4-8 9. 10. Social networks A blog Twitter
Some of the bigger social media sites…
Social Sites – Big Players
LinkedIn
• • • • • • 14,000,000+ Professionals 500,000+ Senior Executives Executives from 498 Fortune 500 companies 65,000 new Professionals every week Average Household Income: $130,000+ Average experience level: 15 yrs
LinkedIn
Guy Kawasaki’s 11 Ways to Use LinkedIn:
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Increase your visibility. Improve your connectability. Improve your Google PageRank. Enhance your search engine results. Perform blind, “reverse,” and company reference checks. Increase the relevancy of your job search. Make your interview go smoother. Gauge the health of a company. Gauge the health of an industry. Track startups. Ask for advice. (LinkedIn Answers)
Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html
Wikipedia
• More than a third of American adult internet users (36%) consult the citizen-generated online encyclopedia Wikipedia. • Credibility has been called into question. • Regardless, Wikipedia receives top placement on Google and almost 10% of daily Internet users visit the site.
Source: http://www.pewinternet.org/pdfs/PIP_Wikipedia07.pdf
How Can You Use Wikipedia?
• Create unbiased articles about your company, executives and important news stories
> Web site traffic increase
• Cross-reference your articles with related articles
> New user discovery
• Reputation management
> Subscribe to updates to monitor changes > Manage photos, links, content, etc.
StumbleUpon
• More than 3.5 million users • Firefox SU Toolbar
How Can You Use StumbleUpon?
• • • • • • Submit articles, photos and videos Force friends to stumble your articles Join groups Add friends Review friends Grab successful stories and add to digg, reddit and other social networks
USE IM!!!!
Use everything because your “friends” will be on an assortment of services including, but not limited to:
– – – – – – Yahoo MSN AIM Google Skype Facebook (release pending)
Also… message friends using the forced Stumble, Digg shouts, Facebook messages and Twitter postings.
Twitter
Marketing Opportunities:
• • • Build a company profile Network with users Post links to articles (on the social network you want them to action with)
Digg
Marketing Opportunities:
• Write “linkbait” • Have a popular or top user submit your story (or become one!) • Network with other Digg users by soliciting diggs from IM, StumbleUpon, Facebook, etc. • Watch as subscriptions and traffic increase • Track blog posts that mention your article and link to you (followup with a polite comment); use Google alerts and trackbacks if you’re on a blog system like Wordpress.
How to Track Digg
More Ways to Track Digg
• TRACK DIGGS:
Digg Alerter http://www.adamant.com.au/blog/software/digg_alerter_version_1.2 Digg Watcher http://garycarstensen.googlepages.com/diggwatcher.html
•
TRACK COMMENTS:
Digg Comment Viewer http://garycarstensen.googlepages.com/comments7.html Comment Spy http://sandbox.sourcelabs.com/commentspy/
• • •
TRACK FRIENDS:
Digg Entourage http://www.thegooglecache.com/digg-entourage.php
TROUBLESHOOT SUBMISSIONS:
Duggback http://www.duggback.com/
TRACK UPCOMING STORIES:
Wheel of Upcoming http://brian.shaler.name/digg/wheelofupcoming/ Source: Tamar Weinberg’s “29 Super Awesome Tools Built on the Digg API” http://www.techipedia.com/2007/digg-api-tools/
Other SMM opportunities
• Yahoo! Answers
http://answers.yahoo.com/
• Facebook
http://www.facebook.com/login.php • Custom applications • Groups • Questions • Blog Friends • Network with similar interests and employees
• MySpace • Reddit • Delicious (sorry, they removed the .’s)
The End
TOP SECRET TIP
• Social Media for Firefox
http://www.97thfloor.com/social-media-for-firefox/
Source: Cameron Olthuis http://www.cameronolthuis.com/2007/09/social-media-for-firefox-is-sick/