Day 2 is done and here are my observations/notes from today’s sessions.

Persuasive Technology Keynote by BJ Fogg

  • Facebook – #1 persuasive technology.
  • All about putting hot triggers in the path of motivated people.
  • Cycle: Control Triggers -> Control Behavior -> Control Platform -> Control Triggers…etc.
  • Behavior Model Equation – B=mat (Motivation x Ability x Trigger)
  • Engaging videos to emphasize main points.
  • 3 Core Motivators – Pleasure/Pain, Hope/Fear, Social Rejection/Social Acceptance
  • “Use the lightest touch that works”

SEO 101

  • SEO is all about increasing traffic and thus conversions. It’s not about increasing rankings.
  • Black Hat = exploiting holes
  • White Hat = doing the right things better then your competitors
  • Best Practices (On-Page factors, expertness, copywriting, engagement objects, site architecture/siloing, server/software performance)
  • Using “clarification words” can help SE know the meaning of your content.
  • Write in a natural way and localize if its appropriate.
  • SEO is all about being the “least imperfect” (i.e., just be better than your competitors).
  • Searching with “~” will bold related words to the search term. Should incorporate those terms in your page copy if you want to rank for the search term.
  • SE likes theme sites. Themes are multiple pages interconnected on the same topic.
  • Linking: (1) Inbound links get PR; (2) Outbound links demonstrate the reference site aspect of being an expert; (3) Internal links help give “votes” to the most important pages on your site.
  • Minimize links on high PR pages.
  • NoFollow works in moderation.
  • Video sound tracks are now being indexed and so will text on images in the future.
  • 302 redirects are bad.
  • Future of SEO – behavioral search, intent-based search, localized search, engagement objects.

Search, PR + Social Butterfly

  • Be a content producer and think about yourself as a publisher
  • The key is to create unique/valuable content and deliver it to platforms effectively.
  • Blogs should post often and syndicate content.
  • Hive and Hub. Publish content externally and aggregate all social touch points internally as well.
  • Need FB, Twitter, YouTube, etc. links on your website.
  • Getting placement on larger blogs might be less important than smaller, more qualified ones.
  • “Publicize, Optimize, Socialize”
  • Majority of journalists depend on social media for ideas.
  • 89% of reporters/editors go to blogs. 100% use Google.
  • Make sure you add social media network links on your press releases.
  • Sites to help you publicize – pressfeed.com, prweb.com, Huck Rack, Pitch Engine.
  • Should distribute press releases every 30 days.
  • Only use one service to distribute PR.
  • Foursquare will be next big thing – add tips, promote specials, claim business listings.
  • Optimize everything.
  • 70% of RTs contain links.
  • RT a few times during the day.
  • Monday & Wednesday are the top RT days. 2:15-3:00pm ET are the best times for RTs.
  • Follow everyone that follows your competitors.
  • Klout is a good tool to identify influentials.
  • 70% of trackbacks happen within the same day. Another 27% will trackback within 2 days.
  • Google News picks up within 2-5 minutes.

Competitor Research

  • Paid Search tools – Ad Gooroo, Spy Fu, The Search Monitor
  • Organic Search tools – Conductor, Covario, Rank Above
  • Competitive (Search) Click tools – comScore, Hitwise, Compete, Trellian, Alexa
  • Linkscape/Open Site Explorer is also a good tool to explore.
  • eClerx can look at competitor pricing.
  • SEOBook FF Toolbar can be useful.
  • Other free tools – SEOMoz, Keyword Spy, SEMRush, SEO Digger, Key Compete, Google Alerts.
  • Some lively discussion on serving “different” content to your competitors based on IP address.

Twitternation & Automation

  • Jeff Pulver joined the panel. Very passionate about Twitter and the human element of connection and conversation.
  • Listening and connecting is important for Jeff. A few good stories about Haiti, 911.
  • Ham Radio analogy.
  • Tracy Falke discussed automating twitter to solve the resource problem.
  • Believes that sentiment is “bullsh*t”. Doesn’t do an accurate job of measurement.
  • Believes in 80/20 rule. Push out content automatically for 80% of time and check-in to respond/engage for remaining 20%.
  • Jeff constantly challenging Tracy during her presentation – a bit awkward and tense to watch. Definite differences in opinion on proper use of Twitter.
  • Paul Madden is on the opposite spectrum to Jeff Pulver.
  • Company sells services to create Bots to automate/act like real people.
  • Uses these fake profiles to help mold/steer conversations.
  • Believes Follow/NoFollow game still works.
  • Should tweet when people are listening. Match with traffic patterns based on analytics.
  • Jeff – White Hat Twitter, Paul – Black Hat, Tracy – Gray

Last day is tomorrow. Should be a good mix of both search and social sessions. Then off to catching my flight at OAK. Going to be great to sleep in my own bed tomorrow night…