integrating pr, search, and social to connect with your customers

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Integrating PR, Search, and Social to Connect with Your Customers Presented by: Francis Skipper Director of Search Marketing 451 Marketing

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Page 1: Integrating PR, Search, and Social to Connect with Your Customers

Integrating PR, Search, and Socialto Connect with Your Customers

Presented by:Francis SkipperDirector of Search Marketing451 Marketing

Page 2: Integrating PR, Search, and Social to Connect with Your Customers

http://flickr.com/photos/photoinference/2758807891/sizes/o/

Search Social PR

Marketing in Silos

Page 3: Integrating PR, Search, and Social to Connect with Your Customers

BUY!BUY!

BUY!BUY!

In the Past, Marketing was a Monologue

Page 4: Integrating PR, Search, and Social to Connect with Your Customers

Then came search…

…but still, only a 1-way communication

Page 5: Integrating PR, Search, and Social to Connect with Your Customers

Everything Begins with Search

Page 6: Integrating PR, Search, and Social to Connect with Your Customers

Search has changed!

Page 7: Integrating PR, Search, and Social to Connect with Your Customers
Page 8: Integrating PR, Search, and Social to Connect with Your Customers

And don’t forget…

…search is anytime, ANYWHERE

Page 9: Integrating PR, Search, and Social to Connect with Your Customers

User

Consumer

Participant

Audience

Customer

Person

Community

Marketing has Evolved into a Dialogue

Page 10: Integrating PR, Search, and Social to Connect with Your Customers

So, that’s the story…

…now what?

Page 11: Integrating PR, Search, and Social to Connect with Your Customers

Social Search

PR

Can’t Work in Silos!

Page 12: Integrating PR, Search, and Social to Connect with Your Customers

Things have changed

SEO is Still Fundamental

Page 13: Integrating PR, Search, and Social to Connect with Your Customers

• 95% of users don’t go beyond the first page of search results (positions 1-10)

• 88% of search engine users who don’t find what they seek on the first three pages of search results will change engines or change their search term  

• 71% of search engine users believe that websites returned at the top of search results are the top brands in their field

Search Engine User Behavior

Page 14: Integrating PR, Search, and Social to Connect with Your Customers

Code Content Connections

Images

BlogWeb PagesVideo

Social News

SEO Fundamentals

Page 15: Integrating PR, Search, and Social to Connect with Your Customers
Page 16: Integrating PR, Search, and Social to Connect with Your Customers

Social is Where the Conversation Happens

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Keywords

Inbound Links

Site Content

Keywords

Inbound Links

Site Content

Social Media

Three Main Components of SEO Main Components of SEOFour

Page 19: Integrating PR, Search, and Social to Connect with Your Customers

Search + Social

Goal = BE FOUND

• Increase Linkability• Add Tags• Easy Bookmarking • Help Your Content Travel

Page 20: Integrating PR, Search, and Social to Connect with Your Customers

Dancing Deer Baking Co.Case Study

Page 21: Integrating PR, Search, and Social to Connect with Your Customers
Page 22: Integrating PR, Search, and Social to Connect with Your Customers

Contest Results

• 5 million+ page views in 10 days

• 17,000+ entries

• Facebook fans increased 20%

• 5,000+ unique visitors to DancingDeer.com

Page 23: Integrating PR, Search, and Social to Connect with Your Customers

This resulted in a maximum reach of 2.5+ million impressions on twitter!

Page 24: Integrating PR, Search, and Social to Connect with Your Customers

Holiday Social Campaign

Followers 3,434

Followers 23,896

Followers 25,780

Followers 2,409

Followers 34,928

Followers 17,051

Followers 48,652

Followers 15,117

Page 25: Integrating PR, Search, and Social to Connect with Your Customers

81 Targeted Blogs +

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$175,000+2 months!

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Public Relations

…is not dead…

Page 28: Integrating PR, Search, and Social to Connect with Your Customers

Relationships Are Key

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Press Releases

• Press Releases are nowweb pages

• Juicy backlinks

• Help “Dominate the page”

• Link directly to conversion page

Page 30: Integrating PR, Search, and Social to Connect with Your Customers

PR Shapes the Story

Page 31: Integrating PR, Search, and Social to Connect with Your Customers

The Meat HouseCase Study

Page 32: Integrating PR, Search, and Social to Connect with Your Customers

Search

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Search

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c

Search

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Search

Page 36: Integrating PR, Search, and Social to Connect with Your Customers

Search + Social

Page 37: Integrating PR, Search, and Social to Connect with Your Customers

Search + Social + PR

Page 38: Integrating PR, Search, and Social to Connect with Your Customers

Total Articles Generated 95Total $ Value Media Coverage $184,027Total Online Impressions (Blog) 32,165,045

Page 39: Integrating PR, Search, and Social to Connect with Your Customers

Analytics

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What to Measure and Monitor

• Social– Tweets, Mentions, Likes, Hash Tags– Followers, Friends, Fans– Sharing, Recommending– Conversations

• Search– Rankings, Traffic– Conversions– Visitors from Twitter, Facebook, Blog

• Public Relations– PR views, prints, downloads– Secured Media Coverage– Visits to website/social media sites

Page 41: Integrating PR, Search, and Social to Connect with Your Customers

Measure and Monitor

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• No More Marketing Silos– PR can shape the message– Social is where the conversation happens– Search is where we capture demand

• Analytics– Measure everything

Take-Aways

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…to YOUR BRAND

All roads lead…

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Who Is 451 Marketing?Founded in February, 2004

Headquartered in Boston with an office in Chicago

A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists

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We work with and build great brands:

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Core Strengths

• Search Engine Optimization (SEO)

• SEO Leveraged Public Relations

• Pay-Per-Click Advertising

• Social Media Marketing

• Social Media Strategy Development

• Interactive Web Design & Dev

• PR 2.0 (PR through Social Media)

• Public Relations

Page 47: Integrating PR, Search, and Social to Connect with Your Customers

Francis SkipperSearch Marketing Director

Linkedin.com/in/FrancisSkipperTwitter: @fskip 617-259-1605 x 226

451 Marketing100 North Washington StreetBoston, MA 02114

451Marketing.com451Heat.com

Page 48: Integrating PR, Search, and Social to Connect with Your Customers

Integrating PR, Search, and Socialto Connect with Your Customers

Presented by:Francis SkipperDirector of Search Marketing451 Marketing