1. A Comprehensive Overview of Social Media Marketing Essentials

2. First I'd Like to Know... What is Social Media Marketing?

3. Before We Ask That – What Are the Goals of Online Marketing as a Whole?

4. Basic Things Like Web Site Traffic

5. Basic Things Like Conversions & Sales

6. Basic Things Like Page Views & Ad Exposure

7. More Complex Things Like Growing Brand Awareness

8. More Complex Things Like Creating Positive Brand Association

9. More Complex Things Like Business Development & Networking

10. The Good News: Social Media Can Help with All of These Things

11. How?

12. Methods: Interacting with Participatory Communities on the Web

13. Methods: Creating & Promoting Viral Content

15. Methods: Leveraging UGC Sites for Technical Goals

16. Methods: Reaching Key Influencers via Blogs & Social News Portals

17. OK, But Then My Next Question is... Why is Engagement with Social Media Valuable?

18. SMM Supports Branding & Mindshare Goals

19. SMM Bolsters Search Engine Marketing Goals

20. SMM Even Helps with Traffic & Conversion Goals

21. That Makes Sense, But I'm Curious... Why Now? How Has Social Media Become So Important?

22. A Few Stats: Social Media Participation SOURCE: BusinessWeek Magazine, June 2007

23. A Few Stats: Social Media Participation -- "Brand Advocates" have emerged online as primary influencers, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand. -- Brand Advocates are incredibly valuable to marketers because they are better connected consumers with a larger sphere of influence. Social Media is the Key – Study findings showed that Brand Advocates are taking full advantage of social media tools and actively leveraging them for product purchases. Through instant messaging, chat, community, photo sites and blogging, Brand Advocates are able to influence their vast online social circle. SOURCE: Yahoo! + Comscore Study, Dec. 2006

24. A Few Stats: Social Media Participation “ Passionistas heavily engage with communities of like-minded consumers who use email, text messaging, and instant messaging significantly more than typical users, and are more likely to create and share user-generated content online such as photos, blog posts or videos about their passions. Because of their intense engagement around sharing information about their passions through digital media, Passionistas are natural brand advocates and 52% more likely than typical users to recommend or influence others about brands aligning with them.” “ Brands that stimulate conversation among passionate consumers will be rewarded through the credibility that comes from trusted word of mouth,” said Jim Kite, President of Connections Research and Analytics at MediaVest. “Accessing Passionistas online also offers the ability to track this valuable group’s media consumption habits, enabling brands to optimally – and accountably – leverage their advocacy power.” SOURCE: Yahoo! “Passionistas” Report, Sept. 2007

25. A Few Stats: Blogosphere Engagement

29. A Few Stats: Influencers on the Web

30. I Want to Understand the Nuts & Bolts Here... How Does SMM Help with SEM?

31. Lets Take a Trip Through History, Back to a Time When Search Engines Weren't Too Bright

32. At First, t he Engines Looked at Keywords & Keyword Usage

33. So, of Course, SEOs Spammed Keywords Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras

34. They Evolved to Measure Popularity & Relevance through Links

35. And, of course, We Spam the Hell Out of That...

36. So the Engines Got Smarter, Uncovering Methods for Detecting Trust, Quality & Intent

37. The Basic Tenet of the Search Engines: Links = Votes If, and only if the link was created to reflect a true editorial recommendation of one page by another

38. The Inclusion of these Filters Ended the Effectiveness of Many Classic Link Building Tactics

39. Dead & Dying Link Building Strategies: Link Farms

40. Dead & Dying Link Building Strategies: Reciprocal Link Exchanges

41. Dead & Dying Link Building Strategies: Directory Link Building

42. Dead & Dying Link Building Strategies: Guestbook, Forum Signature & Blog Comment Spam Links

43. At-Risk Link Building Strategies: Paid Link Networks

44. But, this Evolution Gave Rise to The Value of Links from Trusted, Authoritative Domains We've gotta trust each other.

45. Search Engine Trusted Domains Include: Educational, Government & Institutional Links

46. Search Engine Trusted Domains Include: Major Media Websites

47. Search Engine Trusted Domains Include: Broad & Niche Topical Authority Sites

48. Search Engine Trusted Domains Include: Popular Blogs

49. Search Engine Trusted Domains Include: High Quality Social Media Sites

50. This Creates a Fundamental Disconnect: People & Sites Likely to Provide Editorial Links Sites that Require Links to Rank Well VS.

51. Bringing Us to a String of Critical Questions:

52. We Must Ask: Who Creates Links on the Web?

53. We Must Ask: How Can Marketers Reach the Linkerati?

54. We Must Ask: How Do Influencers Spread Content? E-mail to Friends & Associates Social Networking Sites Social News Portals Blogs & Blog Comments Forums Groups Word-of-Mouth Through Links On their Own Websites Broadcast Mainstream Media

55. We Must Ask: What Types of Content Are Likely to Become Viral?

56. Wow. That's Pretty Amazing... OK, I'm Convinced – Sign Me Up

57. Shameless Plug www.seomoz.org/gopro