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KiKi L'Italien is the founder and CEO of Amplified Growth, a DC-based digital media consultancy specializing in SEO, inbound marketing, and social media for associations and nonprofits. She also serves as CMO for startup app developer Cannonball Projects.
**Search engines increasingly look for social signals to aid the ranking of pages.** Optimize website, understand your content, learn about local search ops, know your keywords you want to rank for in your area Tools: Screaming Frog SEO Moz Ahrefs Alexa Google Analytics
SMART goal development: (S)pecific, (M)easureable, (A)ttainable, (R)elevant, and (T)imebound
The core purpose of SMO as outlined in Wikipedia "SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website. In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites.”
SMO is very concerned with the quality of the content, the authority of the author and the user experience of interacting with the content and the author.
Hashtagify.me or RiteTag
Reputation - build your reputation as a reliable qualified source Engagement - encourage more engagement, sharing & reciprocate Authority - become a notable authority in your field of expertise Leadership - harness originality & creativity, be a Thought Leader Social - be social, find and engage sociable experts in your field – engage influencers Media - know your social media platforms to maximize influence – G+ vs FB… Optimization - improve technical aspects to increase optimization – share buttons, social icons, shareable content, images, titles
B2Cs often care about engagement and brand awareness. This means metrics such as likes, shares, comments, followers and retweets. B2Bs, on the other hand, put more weight on the clicks, conversions and website traffic coming from social channels.
Look at the numbers to see where your leads are coming from, when and how they convert and what types of content produce the greatest returns. From there, you can determine what to tweak for the best possible performance, and what to discard or modify. You can (and should) consider both quantitative and qualitative metrics. Quantitative factors are more concrete and easier to measure (optimal time of day and character count). Qualitative factors are more abstract (subject matter and tone of voice) and can be a bit trickier to measure accurately.
Identify your top 20 tweets from last month. Top tweets can be defined based on the number of clicks, retweets, favorites or any other KPI. If you don’t have 20 tweets that performed well, use the top 10. Take a similar approach with Facebook or LinkedIn posts. However, since these posts have a longer shelf life, don‘t republish them more than once or twice per month on your company pages. Also post to different groups than you originally did.
Which kinds of successful content can you repurpose on social? Consider blog posts, videos, webinars, white papers, templates, infographics and more. When choosing what content to repurpose, focus on what has performed well in the past month.
Make a list of the optimal days and times to publish, along with character count and profiles. Then use Google Analytics to give you a broad overview of the content types that are generating the most traffic, conversions and ROI.
Grow Your Business with Social Media Marketing
Grow Your Business With Social
– Financial compensation received from ASHA for
• identify key social media channels and how
they are being used today
• assess your organization's online marketing
presence and how to improve it
• create social media marketing goals and a
game plan for achieving them
• Video has become essential
• Live video is hot
• Facebook has importance, but has changed
significantly for business use
• Facebook ads dominate
• Tactics and engagement are top concerns
Changes to Social Media Channels
The Social Media Marketing Trifecta
SEO, Content Strategy, and Social Media
Search Engine Optimization
• Why you should care about SEO
• How SEO is connected to social
• What you need to know
• SWOT Analysis
• Persona & Audience Research
• Goals & Objectives
• Content Inventory
Social Media Optimization
Activity: Asking Better Questions
Work on building your curiosity to ask better
questions about your social media efforts. What do
you need to learn more about? Where do you
need more data about your clients? Identify 3 great
Lean Startup for Us
1. Learning can be validated scientifically, by
running experiments that allow us to test
each element of our vision.
2. Need to know how to measure progress,
how to setup milestones, how to prioritize
3. Fundamentals are to turn ideas into
products, measure how customers respond,
and then learn whether to pivot or
Activity: Your Commitment
Identify your #1 most important next step to make
based on today’s learning. Share it with your
neighbor. Post it on social media. Commit to
making the next right step.