The internet has changed the way people find, discover, share, shop, & connect<br />
164 Million<br />US ADULT INTERNET USERS<br />311 MillionUS POPULATION<br />Sources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)<br />
33% of US consumers spend at least 3 hours online every day.<br />Source: The Media Audit (10/11)<br />
Digital is Changing<br />“Consumers can no longer be considered ‘the audience’ – they are simultaneously readers, editors and marketers, especially the younger demographics.” <br />-Lead Analyst, global research firm<br />Source: Choosing a strategic path to the digital consumer, IBM 2010<br />
Why should I care about search?<br />Worldwide, 88,000,000,000 searches are conducted on Google per month.<br />34,000 Per Second<br />2,000,000 Per Minute<br />121,000,000 Per Hour<br />3,000,000,000 Per Day<br />
20% of monthly Google searches are for local businesses<br />57% of Internet userssearch the web every day<br />46% of daily searches are for info on products or services<br />Sources: Google (4/11), SRI (10/10) <br />
Search Engine User Behavior<br />71% ofsearch engine users believe that websites returned at the top of search results are the top brands in their field<br />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 <br />95% of users don’t go beyond the first page of search results (positions 1-10)<br />
Ranking high on searchengines is no longer optional, it’s critical.<br />
Measure and Monitor<br />Measure everything you can but<br />Find what is meaningful to you and <br />Get a dashboard or a system for pulling you data into meaningful format<br />Set goals (you may already have these) use the tools, set up conversion paths, events in GA (for ex)<br />Track success<br />
Measure and Monitor<br />Common metrics:<br />Traffic, Rankings, Conversions<br />Likes, Friends, Followers<br />PR Views, Downloads, Forwards<br />What Else?<br />Traffic from Twitter, FB, Youtube<br />From a Press Release<br />Overlay data with other marketing events<br />Track trends<br />
What can I do?<br />Public Relations can shape the message<br />Social is where the conversation happens<br />Search is where we capture demand<br />Analytics - Measure everything<br />
What can I do?<br />Make sure you’re doing SEO<br />-No brainer, cheapest, easiest, resource light<br />Get a social strategy<br />-Who are you trying to engage? Why?<br />Engage a PR agency/pro<br />-They have the connections, you don’t<br />All together now<br />-Promote through social, offline drive demand to online<br />Measure – everything<br />-Set goals, conversion paths<br />Lather, Rinse, Repeat<br />
Who Is 451 Marketing?<br />Founded in February, 2004 <br />Headquartered in Boston with an office in Chicago<br />A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists<br />
Interactive Web Design & Dev</li></li></ul><li>Francis SkipperSearch Marketing DirectorLinkedin.com/in/FrancisSkipperTwitter: @fskip617-259-1605 x 226<br />451 Marketing100 North Washington StreetBoston, MA 02114<br />451Marketing.com451Heat.com<br />
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