the strategic intersection of search, email and social

The Strategic Intersection of Search, Email and Social

JUNE 16, 2011: 2PM – 2:45PM ET

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DJ Waldow & Dave Reske

#BSFW

A Blue Sky Factory Webinar

About Nowspeed

We offer complete end-to-end solutions   Email Marketing   Search Marketing   Social Media   Website Design and Development Our Click-to-Customer methodology   We generate the highest quality leads per marketing dollar spent  Our portfolio of award-winning work  Our customers’ success We deliver the best campaign performance optimization and analytics  Weekly review of campaign performance  Marketing Dashboard  Dedicated project manager

David Reske, Founder and President���Nowspeed

dreske@nowspeed.com 508 616-0111 x202 Twitter: davidreske LinkedIn: David Reske

http://www.blueskyfactory.com/demo/

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THE NEXT 45 MINUTES

Brief background on email, social, and search as well as their current state.

Understanding of how each channel (email, social, search) powers each other.

Actionable steps that you can take (now) to begin integrating email, social, and search.

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Brief background on email, social, and search as well as their current state.

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SOCIAL MEDIA AND SEARCH

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SOCIAL MEDIA AND SEARCH

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EMAIL & SOCIAL MEDIA

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HOW IS SOCIAL MEDIA INFLUENCING EMAIL MARKETING?

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SHARE OF B2B ONLINE MARKETING BUDGET

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OVER 600 (NOW 700) MILLION FACEBOOK USERS!

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Flickr  –  Sean  MacEntee  

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100 MILLION USERS (& NOW PUBLIC)

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YOUTUBE: 2ND LARGEST SEARCH ENGINE

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Download the full report here.

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INBOUND VS OUTBOUND MARKETING

Outbound  

Inbound  

•   Direct  Mail  

•   Email  

•   Search  

•   Web  

•   Social  

•   Social  

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OPTIMIZED & INTEGRATED MARKETING

Optimized Website, Content & Landing Pages

Email  

Social  Media  

Search  PPC/SEO  

 Keywords, ���

Content & Offers  

Email ���Nurture

Social Media Nurture

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ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION?

Email Social Media Search

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HOW DOES YOUR EMAIL MARKETING PROGRAM COMPARE WITH SOCIAL & SEARCH?

Email Marketing •  Number of Email

Addresses

•  Number of messages sent

•  Clicks - Click Through Rate

•  Conversion Rate

Social Media •  Number of Likes and

Followers

•  Number of messages sent

•  Clicks - Click Through Rate

•  Conversion Rate

Search •  Available Search���

Traffic

•  Visibility and Impressions

•  Clicks - Click Through Rate

•  Conversion Rate

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Understanding of how each channel (email, social, search) powers each other.

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Email

Search Social Media

INTEGRATION: SEARCH, EMAIL & SOCIAL

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WHAT ALL MARKETERS WANT

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Use Social Media to build ���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites ��� Send email to Social Media influencers Nurture contacts with both email and ���social media

Email

Search Social ���Media

INTEGRATION: EMAIL & SOCIAL

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USE SOCIAL MEDIA TO GROW YOUR LIST

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USE EMAIL TO ENCOURAGE SOCIAL SHARING

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USE TWITTER TO GROW YOUR LIST

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USE FACEBOOK TO GROW YOUR LIST

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USE FACEBOOK TO GROW YOUR LIST

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USE FACEBOOK TO GROW YOUR LIST

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USE EMAIL TO ENCOURAGE SOCIAL SHARING

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USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK

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USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK

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USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK

The More You “Like” The More You Save

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House  Email  List  

IdenGfy  Social  media  

Influencers  on  List  

Email  InvitaGon  or  

Special  Content  

Influencers  post  

content  -­‐  ExponenGal  

Traffic!  

TARGETED EMAIL TO SOCIAL MEDIA INFLUENCERS

Send  targeted  email  to  influencers  with  social  media  accounts  

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Optimized Website, Content & Landing Pages

Email  

Social  Media  

Search  PPC/SEO  

 Keywords, ���

Content & Offers  

Email ���Nurture

Social Media Nurture

NUTURE LIST; MOVE THROUGH BUYING PROCESS

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Use search to build opt-in email lists Put Email content on Website and SEO optimize to drive traffic Use paid search to test messages and offers

Email

Search Social ���Media

Use Social Media to build���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites��� Send email to Social Media influencers Nurture contacts with both email and ���social media

INTEGRATION: EMAIL & SEARCH

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EMAIL IS NOT INTEGRATED WITH SEARCH

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USE SEARCH TO BUILD EMAIL LIST

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LEVERAGE EMAIL CONTENT ON SEO-OPTIMIZED LANDING PAGES – SOCIAL MEDIA SHARING

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Use search to build opt-in email lists Put Email content on Website and SEO optimize to drive traffic Use paid search to test messages and offers

Email

Search Social ���Media

Use Social Media to build���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites��� Send email to Social Media influencers Nurture contacts with both email and ���social media

INTEGRATION: EMAIL, SEARCH, & SOCIAL

Search to drive social media traffic and followers SEO Optimize social media sites

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BUILD AUDIENCE WITH PAID & ORGANIC SEARCH

•  Increase search engine rank on selected keywords •  Increase overall traffic to the site •  Optimize Cost/Conversion

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USE SOCIAL MEDIA TO DOMINATE SEARCH RESULTS

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Use search to build opt-in email lists Put Email content on Website and SEO optimize to drive traffic Use paid search to test messages and offers

Email

Search Social ���Media

Use Social Media to build���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites��� Send email to Social Media influencers Nurture contacts with both email and ���social media

Search to drive social media traffic and followers SEO Optimize social media sites

INTEGRATION: EMAIL, SEARCH, & SOCIAL

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Actionable steps that you can take (now) to begin integrating email, social, and search.

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Email

Search Social ���Media

TIME FOR A NEW STRATEGY

Email Social Media Search

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Ads on Social Sites

Optimize Landing Pages

SEO Web Content

Build Links

Get Seen

Video

Comments

Easy to share

Adwords & Direct

Embed Keywords���in Video and other ���content

Keyword filled ���content with links

Social Media���Press Releases

Article Distribution

Keyword filled Website ���Hub-page

Paid ���Search

Organic ���Search

INTEGRATE SOCIAL INTO SEARCH

http://www.blueskyfactory.com/intersection

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David Reske, Founder and President���Nowspeed

dreske@nowspeed.com 508 616-0111 x202 Twitter: davidreske LinkedIn: David Reske

DJ Waldow, Director Community at Blue Sky Factory

djwaldow on all social networks or type

“DJ Waldow” in your favorite search engine