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Social media optimization (SMO)

Posted by Michael Bloch in web marketing (Wednesday November 15, 2006 )

There’s some very interesting statistics about the number of views, clickthroughs generated from views (1.28%), then conversion to newsletter subscriptions in the study.

Marketing Experiments points out they paid $0 for clicks and estimate they would have paid $1,248.60 using PPC. It should be remembered though that the time and expense in making a video may far exceeds the cost to develop PPC ads. Offsetting that is these videos are still out there, being viewed and shared; and I assume still generating clicks – and will do for a while to come.

It’s a very interesting study that also offers some handy tips for optimizing social media.

Read/listen to the Viral Video brief

Pick up some other Social Media Optimization tips

The YouTube success story

Other marketing articles on Taming the Beast.net

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We have SEO (Search Engine Optimization) being carried out by SEOP’s (Search Engine Optimization Professionals); but the new thang in the O’s is SMO – Social media optimization.

So what is it?

The term appears to have been coined in the last few months by Rohit Bhargava of Influential Interactive Marketing. Rohit defines it as “implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines”.

The Marketing Experiments Journal’s definition is pretty much along the same lines: “Social Media Optimization is the process by which you optimize your online presence to be more visible through searches within online communities and community web sites”.

One aspect of social media is the video. It’s not an aspect of marketing I profess to know a great deal about as I’ve never really put it into practice, but no doubt many involved with marketing already know of this medium’s potential.

Engaging, humorous or controversial video clips spread around the Internet like wildfire, and like many wildfires, they sometimes only take a single spark to ignite. One such case that comes to mind was a clip called “The Evolution of Dance“. It’s been viewed tens of millions of times and sparked off a media frenzy for the creator. Was it big budget, elegantly presented? – no, it was just good entertainment :).

The Mentos and Diet Coke Experiment is another great example. While not commissioned by either companies, gave them a great deal of brand exposure. It’s been viewed millions of times on YouTube when you take into account the number of different versions of the video that have been uploaded by users. I’m sure sales of Mentos have skyrocketed ;).

Imagine putting out a video somehow connected to your online business that achieved such attention :)… but, first you need to get the initial attention.

Marketing Experiments have just released a brief entitled “Can Viral Video Clips Drive Targeted Traffic?”. It’s available in both text and audio formats.

Marketing Experiments created a series of videos that had no promotional message or content, and then unleashed them on YouTube and Google Video. That’s an important part; you can’t just dump a video on your own site and expect people to pass it around no matter how good it might be; that’s where the Social Media Optimization comes into play.

There’s some very interesting statistics about the number of views, clickthroughs generated from views (1.28%), then conversion to newsletter subscriptions in the study.

Marketing Experiments points out they paid $0 for clicks and estimate they would have paid $1,248.60 using PPC. It should be remembered though that the time and expense in making a video may far exceeds the cost to develop PPC ads. Offsetting that is these videos are still out there, being viewed and shared; and I assume still generating clicks – and will do for a while to come.

It’s a very interesting study that also offers some handy tips for optimizing social media.

Read/listen to the Viral Video brief

Pick up some other Social Media Optimization tips

The YouTube success story

Other marketing articles on Taming the Beast.net



 

 
1 comment for Social media optimization (SMO)
  1. Mini question,
    who knows what is the increase in revenue linked to video advrtising?

    Comment by agnes — January 29, 2008 @ 10:27 am

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