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Welcome to day 21 of the Internet Marketing Makeover!

Did I beat everything into your head enough yesterday?

Sorry.

It matters that much though.

Being efficient matters to. So today we work on streamlining processes around social media – which, as you know from yesterday’s post, isn’t about if you want to – this is a critical SEO move.

[Most of the posts here are for everyone to read - but the rest of this post is for members only. The good news? Membership is free. Sign up here or log in here.]

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Heya! It’s Day 20 of the Internet Marketing Makeover – the home stretch!

What matters right now in SEO? Where is the trendline going?

Towards links? Is content king? On page factors?

No. It’s none of those things – and yet also all of those things, all wrapped up into one.

I did a video about it in February 2011 – well over a year’s notice!

And I kept talking, writing, and warning you.

The good news (for you) is, (eek!) not everyone reads my blog (although I certainly don’t mind if you send your friends a tweet letting them know about the glory that is the Internet Marketing Makeover).

And since not everyone (yet) reads my blog, there’s quite a few folks who are blindly building links, optimizing on-page, and not giving a damn about what REALLY MATTERS because THEY DON’T EVEN KNOW about the most important SEO factor in the coming years.

But you’re here, so I know you’re a smartie pants.

Let’s dive in.

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DAY 20 OBJECTIVE

Set up your site to encourage social sharing – and get credit for it in the eyes of Google.

DAY 20 ASSIGNMENT

First, a little backstory and perspective. Read this post, watch the video.

The vid, as you know, was done in February 2011. That post, and the timeline in it, was August 2011.

What’s Google done since then?

Only everything!

Social is everything. Why? Because with social, the engine can’t be gamed as easily as it can with links. With social, links still matter – links are still an indicator that something is worth sharing and might be worthwhile in coming up in the SERPs.

But Google’ isn’t just looking at how many links a site has, or even the reputation (i.e. page rank) of the place a site is getting links from.

Google is looking at the reputation of who is sharing links to your site. Spambot fake Twitter account playing the follow-me-follow-you game? Not gonna get you anywhere in the new Google’s eyes.

Your reputation is everything, and not just in terms of market leadership and how your individual blog audience sees you. Now your reputation – what Google knows about you and what you’re an expert in – matters in terms of the SERPs too.

Google+ Author Rank

Having a Google+ account is imperative, as it’s one of the ways that Google is signaled to the topics you are an expert in and the people that are influenced by you.

So start there – by signing up for a Google+ account. Here’s mine.

(It’s irrelevant what you think about Google+ as a social network, if it’ll “beat” Facebook, etc. This is simply an SEO measure).

Next, go through the process of linking your blog together with your Google+ profile. This will get  you a lovely little thumbnail in the SERPs, like this:

The easiest way to implement this is by following instruction set #2 on this Google Webmaster Tools help file. It’s what I’ve done here.

If you’d prefer not to link to Google+ on every page of your site and are comfortable futzing with HTML and custom menu’s in WordPress, you’ll find Yoast’s tutorial helpful for implementing the rel=me markup for Google+.

The result?

Google can recommend your content with your picture, plus link to your Google+ profile to your Google+ followers and the internet as a whole.

Encouraging Social Sharing

And it’s not just about you as a content author. Google knows that new, great products, memes and authors are discovered online every day. And Google wants to discover you – they just need the signals.

Social sharing is a massive signal to Google that a piece of content you’ve created is worth spreading outside your immediate circle and worth of being shared in the SERPs. That is, if something is spread widely on social sites like Twitter, Facebook Fan Pages and Google+, Google knows it’s of interest to folks and perhaps should be listed higher in the search engines for it’s keyword.

And, since Google is tracking “author rank” via our social profiles, especially our Google+ profiles, Google is only looking for legitimate social shares – fake accounts don’t count.

So we need our content to do well, to be shared and spread for it to gain the greatest traction in our search engine optimization efforts.

How?

I hate to tell you, because I know some of you hate to hear it, but the first rule of social sharing is to have quality stuff that people want to share.

If your content isn’t being shared by all the people that visit your site, if it’s not resonating with them, the problem isn’t with them… It’s with your content.

I’m going to let that sink in.

…

…

…

During this makeover, you’ve really dug into making a good site great. You’ve assessed your content with an extremely critical eye – and this moment is one more time to honestly look at what you’re doing – what you’ve created – and ask if it passes the “Mom” test. Would you be proud to shot it to your mom? Would you want your mom taking the advice you publish on your web pages?

If not, go back and do Day 13 again. Make this something you’re extremely proud of.

Assuming your content is nurtured and cared for…

Install some social buttons to encourage those readers who visit your site to actually share that amazing content you’ve produced.

Fads change extremely quickly as to the style and “look” that is popular for these kinds of buttons at any given moment. Right now the side slider is super popular – I’m using that here. I also include a row below the post so folks can share after they’ve read the article.

The plugin I’m using is called Digg Digg. It was, incidentally, acquired by Buffer – who we’ll be talking about tomorrow.

To get to the finish line today, you will:

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Welcome to Day 6 of the Internet Marketing Makeover!

There are certain elements of a site that can inspire confidence in your site visitors.

Confidence is what makes those visitors more likely to click you ads, buy your products or trust your recommendations.

Today, we’ll cover two more ways to increase the confidence of your site visitors and encourage conversions.

[The rest of this post is for members only. The good news? Membership is free. Sign up here or log in here.]

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In a recent seminar, Communication manager of ER24, Werner Vermaak, spoke about how the public were beginning to embrace and utilize social media platforms to report accidents and equally receive facts about disasters. Vermaak says their popular platforms include Twitter, Facebook, Foursquare and Quora, with four members of the company who are tasked with monitoring, updating and responding to comments.

Vermaak says that their online community is growing quite rapidly.

“Currently, we see approximately 10 new followers per day. We are also subscribed to a service to see how many people unfollow us on a weekly basis. More people follow than unfollow. A lot of people who stop following us, follow us again at a later stage. Followers are there because they have chosen to be there and we appreciate it. It also gives us some credibility in the market.”

Staff members are encouraged to take part with Twitter updates while on duty and give any useful information regarding ER24. Of course there are restrictions regarding how much information can be make public straight away, but these mentions are certainly helping the public avoid accident zones and be informed correctly about emergencies.

According to an interview with Coup, Twitter has been able to help ER24 save more lives and provide invaluable information to paramedics as they are on their way to crime scenes and accident scenes. Information is quick, effective and helps paramedics manage their resources more efficiently.

“Some people can tweet faster than they can dial a phone number. We have seen a significant increase in people informing us of incidents via Twitter, and then later follow up on Facebook. Everyone is a publisher.” – Vermaak

Vermaak informs the public that they will soon be launching the NG-ER24 (Next Generation ER24). No information regarding this has been released yet, however the ER24 followers will definitely be the first to know all the details.

Follow ER24 on Twitter here or follow the ER24 blog.

The world of social networking seems to be at a stable place with Facebook, Twitter and LinkedIn being the titans of the online world. But that doesn’t mean that there aren’t other social networking sites out there. This is a perfect time to look at other social networking sites since the launch of Google+ and MySpace being sold.

The infographic below from Vincos shows that there is life outside of Facebook, Twitter and LinkedIn. This shocked me. Why isn’t there a discussion going on right now that we are being bombarded with social networking sites? That was the talk that started when Google+ was released. In the previous Heavy Chef article by Agnes people in the digital industry mentioned this problem.

So here are the top 5 social networking sites outside the top 3. Please note this isn’t a definitive list. The list was compiled by looking at the rankings which were provided by Alexa. So please feel free to tell us your 5 social networking sites. This exploration is going to be split into five articles because there is going to be an in depth look at the first social networking site which is V Kontakte (VK). Why? Because I really like this site and it interests me.

If you didn’t know better you would have thought it was Facebook in Russian. That’s what I thought when I first encountered VK.

V Kontakte (VK) is also known as the Russian Facebook, maybe due partly to the fact that people don’t know how to pronounce the name, but more likely because of how it looks.

VK is one of the largest social networking sites in Eastern Europe.  The infographic shows this well. VK is rated 42 out 500 top sites in the world. It is the 4^th highly ranked social networking site after the big 3. According to Wikipedia VK has about 135 million users. This is impressive and this shows that it has a strong hold in Eastern Europe. When looking at the Alexa country specific ranking for Russia VK is ranked higher than Facebook! Its Ranked 5^th while Facebook is ranked 7^th. In Ukraine the difference is bigger VK taking 3^rd spot and Facebook taking 7^th spot. And don’t even ask where Twitter or LinkedIn is in this rating.

This is an impressive rating and growth for a social networking site outside the big 3. And I don’t think that it looking like another popular social networking site has been a key to its success. And you will be amazed to know that VK isn’t limited to Russian speakers. The website can be viewed in English and other languages that you might prefer.

Stay tuned for my take on Orkut and a few others, later this week.

This case study will look at how a tweetathon was used by USA for UNHCR to help spread the message about their Blue Key Campaign. The Blue Key Campaign was centered around informing the American population of the refugee crisis. This was done by having people go on to the website and buy a blue key pin or pendant to wear.

Before I start blabbing on about tweetathon let me explain what it is. A tweetathon is similar to a teleathon but for Twitter. The objectives for a tweetathon vary from raising awareness to raising money. The tweetathon by USA for UNHCR was scheduled to happen on the 13th of June 2011 to start at 9am and finish at 9pm.

The campaign was run by having Blue Key Champion, a variety of influence makers,  tweeting  about the cause and using the tweets from @UNRefugeeAgency to show their support. These Blue  Key Champions would use their own accounts to help spread the message. Does this sound familiar  to you? If not I’m not impressed cause you didn’t read the UNICEF India case study. And that  would make me sad. Okay enough with that rant back to the similarities.  The use of other people  to promote your campaign which is not totally reliant on the agencies account. The agency’s  account might provide information for people to re-tweet or discuss on but all the work is done by  the Blue Key Champions.

At the end of the tweetathon #bluekey was mentioned in a 1 524 tweets this was an increase from an average of 50 tweets a day. Traffic to the Blue Key website increased to 169%.

The statistics of this campaign are impressive but does this strategy rely soley on the use of celebrity ambassadors or famous influence makers? We keep this in mind as we continue to explore different Twitter marketing strategies.

This campaign is quite interesting as it provided a landing site for people who were interested in all things Lotusphere 2011. To begin with, I will provide an explanation of what Lotusphere is before geeking out on the way the campaign was so successful.

Lotusphere is a conference held annually by IBM for its customers. It provides an opportunity for the attendees to listen to speakers about how the newest technology can benefit business. The main focus is on the people who use Lotus software, therefore the people who are being targeted are viewed as tech savvy. The Lotus software helps with productivity within the work environment so the Lotusphere site spoke to the target market which would appreciate a site where all the information is available and they would be able to know what kind of conversations where happening around Lotusphere 2011 without having to go to each different site. Clever!

Lotusphere ran from 30 January to 3 February 2011. Mid-way through the event, there were more than 20 000 tweets with the #ls11 hashtag. IMB claims that the campaign managed to get over 41 million impressions on Twitter. This is impressive given the way this campaign was run. The landing site provided an interactive aspect with the videos and the pictures which the public could also upload of their experiences. Having such a site makes it easier for someone to see and be part of the conversation.

With the success of Lotusphere, I would like to know if this kind of campaign is possible in emerging markets. I feel like there are certain events that could get more publicity if they could use such an approach. One of the nice things about this example is that the conversation is still continuing well after the event.

Twitter has quickly grown in popularity and has been put to use as a marketing tool. How various brands and companies run their marketing campaigns using this platform most effectively is still up for discussion. This particular article is going to look at how UNICEF India ran its Twitter campaign.

It is of great interest to look at the UNICEF India campaign because it is an NGO in an emerging market. NGO’s that run Twitter campaigns are usually done to inform people rather than sell stuff. Therefore there are no quizzes or giveaways that are available usually. Therefore approaches for the campaigns have to be slightly different than for a corporate client. This is due to the fact that the objective is to make people aware of a certain issues without making it mundane. UNICEF India ran a campaign to get the public involved in getting children into school and also making them aware of the children’s plight. This was on the back of a new law that was passed in India which guarantees free education for children.

The Twitter campaign was centered around the slogan “Awaaz Do” which means “Speak Up” in Hindi. The agency responsible for the three month campaign is an India based company called BUZZVALVE. The campaign was not fully reliant on UNICEF India’s Twitter account. Influential people and celebrities were brought on board to help increase awareness of the campaign. BUZZVALVE managed to do this by informing the celebrities what kind of impact they have on Twitter. Therefore they agreed to provide their influence to the campaign.

While the UNICEF India Twitter account was not at the centre of the campaign the account would acknowledge people who had mentioned #AwaazDo. This then helped to show that influential people and celebrities were behind the campaign. During the three month campaign the UNICEF India Twitter account got 2198 new followers. The #AWAAZADO hashtag received 1525 mentions. The campaign also received 60 540 impression on Twitter. The Awaaz Do website received 203 248 sign ups by the end of the three month campaign.

The lesson here is that well used resources, influential people, can help a campaign. By showing the public that there are people who have taken the cause to heart.

Stop what you are doing if you have a verified account on Twitter! If you don’t have a verified account, well you have stopped so you might as well continue to read this. Twitter has started to change the privacy settings for verified accounts.

One of the main changes made so far deals with the setting which allows to direct message (DM) a verified account. This means that people with such accounts will be able to receive direct messages from people who are following them without having to follow them back. Most of the verified account holders are celebrities. The likes of Justin Bieber and Lady Gaga have over 10 million followers respectively. This means that all of these followers will be able to direct message them whenever they like. Having this setting removed is like having the star’s email address. The PR team will have to filter and delete messages for easier navigation.

That is the negative aspect for the new settings change. Here is the positive one with regards to brand building. From my own personal experience with @BlackBerryHelp, to be able to respond to my query we had to follow each other before they were able to DM me to respond personally. So on that front it will be a great tool. But then there needs to be an option available for the verified account holders so they can choose what settings they would prefer.

This may help brands be more personal especially when it comes to support and queries helping to create successful online communities online.