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Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
Integrating pr, search, and social 6 28-2011
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Integrating pr, search, and social 6 28-2011

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  • More than half of all US residents a more than ¾ of all US adults are online
  • Digital marketing faces a number of changes that will force interactive marketers to think more like business planners than like channel managers.
  • Google and Bing announcement
  • Where the conversation is happeningSocial content becomes searchable (linkedin ex., FB example)
  • Source:Comscore, 2/11
  • Source: tweet reports.com
  • Where the conversation is happeningSocial content becomes searchable (linkedin ex., FB example)
  • Q4/Q1 PR Value Add
  • Transcript

    • 1. Integrating PR, Search, and Socialto Connect with Your Customers
      Presented by:
      Francis SkipperDirector of Search Marketing
      451 Marketing
    • 2. Agenda
      Introduction
      Public Relations
      Public Relations + Search
      Public Relations + Search + Social Media
      Analytics
      Q&A
    • 3. Marketing Silos
      Search
      PR
      Social
    • 4. Integrating Marketing Silos
      Analytics
      The Conversation
      Shapes the Message
      Captures Demand
    • 5. PR Shapes the Message
      PR
    • 6. Public Relations is More Than Just:
    • 7. PR Shapes the Message…
    • 8. …and Creates the “Buzz”…
    • 9. …by Providing Necessary Human Interaction…
    • 10. …that Facilitates Media Coverage
    • 11. Search Captures Demand
      Search
      PR
    • 12. The internet has changed the way people find, discover, share, shop, & connect
    • 13. 164 Million
      US ADULT INTERNET USERS
      311 MillionUS POPULATION
      Sources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)
    • 14. 33% of US consumers spend at least 3 hours online every day.
      Source: The Media Audit (10/11)
    • 15. Digital is Changing
      “Consumers can no longer be considered ‘the audience’ – they are simultaneously readers, editors and marketers, especially the younger demographics.”
      -Lead Analyst, global research firm
      Source: Choosing a strategic path to the digital consumer, IBM 2010
    • 16. Why should I care about search?
      Worldwide, 88,000,000,000 searches are conducted on Google per month.
      34,000 Per Second
      2,000,000 Per Minute
      121,000,000 Per Hour
      3,000,000,000 Per Day
    • 17. 20% of monthly Google searches are for local businesses
      57% of Internet userssearch the web every day
      46% of daily searches are for info on products or services
      Sources: Google (4/11), SRI (10/10)
    • 18. Search Engine User Behavior
      71% ofsearch engine users believe that websites returned at the top of search results are the top brands in their field
      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  
      95% of users don’t go beyond the first page of search results (positions 1-10)
    • 19. Ranking high on searchengines is no longer optional, it’s critical.
    • 20. Search Engine Result Page (SERP)
      20 %
      80 %
    • 21. Changing Landscape: Blended Search
    • 22. Changing Landscape: Blended Search
    • 23. Social Affects SEO
    • 24. mobile
      By 2014, mobile internet use will overtake desktop internet use
    • 25. Social is the Conversation
    • 26. 152 Million
      US FACEBOOK USERS
      164 Million
      US ADULT INTERNET USERS
      311 MillionUS POPULATION
    • 27. 1 in 8 minutes online spent on Facebook
    • 28. 156
      million +registered users
      Billion+updates per month
      5.4
      7.8
      million brand recommendationsper month
      % of users follow a brand
      31
    • 29.
    • 30. Social Strategy
      Social Strategy
      Voice
      Target
      Goal
      Remember the SEO
    • 31. Dancing Deer Baking Co.
      Case Study
    • 32.
    • 33. Contest Results
      • 5 million+ page views in 10 days
      • 34. 17,000+ entries
      • 35. Facebook fans increased 20%
      • 36. 5,000+ unique visitors to DancingDeer.com
    • 37. 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
      This resulted in 2.5 million impressions on Twitter!
    • 38. 81 Targeted Blogs
      Unsolicited National Coverage
    • 39. $175,000+
      2 months!
    • 40. Marketing Silos
      Analytics
    • 41. Analytics
    • 42. Measure and Monitor
    • 43. Measure and Monitor
      Measure everything you can but
      Find what is meaningful to you and
      Get a dashboard or a system for pulling you data into meaningful format
      Set goals (you may already have these) use the tools, set up conversion paths, events in GA (for ex)
      Track success
    • 44. Measure and Monitor
      Common metrics:
      Traffic, Rankings, Conversions
      Likes, Friends, Followers
      PR Views, Downloads, Forwards
      What Else?
      Traffic from Twitter, FB, Youtube
      From a Press Release
      Overlay data with other marketing events
      Track trends
    • 45. The Meat House
      Case Study
    • 46. Search
    • 47. Search
    • 48. c
      Search
    • 49. Search
    • 50. Search + Social
    • 51. Search + Social + PR
    • 52.
    • 53. What can I do?
      Public Relations can shape the message
      Social is where the conversation happens
      Search is where we capture demand
      Analytics - Measure everything
    • 54. What can I do?
      Make sure you’re doing SEO
      -No brainer, cheapest, easiest, resource light
      Get a social strategy
      -Who are you trying to engage? Why?
      Engage a PR agency/pro
      -They have the connections, you don’t
      All together now
      -Promote through social, offline drive demand to online
      Measure – everything
      -Set goals, conversion paths
      Lather, Rinse, Repeat
    • 55. Questions?
    • 56. 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
    • 57. We work with and build great brands:
    • 58. Core Strengths
      • Public Relations
      • 59. Search Engine Optimization (SEO)
      • 60. Pay-Per-Click Advertising
      • 61. Social Media Strategy Development
      • 62. Interactive Web Design & Dev
    • Francis SkipperSearch Marketing DirectorLinkedin.com/in/FrancisSkipperTwitter: @fskip617-259-1605 x 226
      451 Marketing100 North Washington StreetBoston, MA 02114
      451Marketing.com451Heat.com

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