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Integrating PR, Search, and Socialto Connect with Your Customers<br />Presented by:<br />Francis SkipperDirector of Search...
Agenda<br />Introduction<br />Public Relations<br />Public Relations + Search<br />Public Relations + Search + Social Medi...
Marketing Silos<br />Search <br />PR<br />Social<br />
Integrating Marketing Silos<br />Analytics<br />The Conversation<br />Shapes the Message<br />Captures Demand<br />
PR Shapes the Message<br />PR<br />
Public Relations is More Than Just:<br />
PR Shapes the Message…<br />
…and Creates the “Buzz”…<br />
…by Providing Necessary Human Interaction…<br />
…that Facilitates Media Coverage <br />
Search Captures Demand<br />Search<br />PR<br />
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...
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 ...
Why should I care about search?<br />Worldwide, 88,000,000,000 searches are conducted on Google per month.<br />34,000 Per...
20% of monthly Google searches are for local businesses<br />57% of Internet userssearch the web every day<br />46% of dai...
Search Engine User Behavior<br />71% ofsearch engine users believe that websites returned at the top of search results are...
Ranking high on searchengines is no longer optional, it’s critical.<br />
Search Engine Result Page (SERP)<br />20 %<br />80 %<br />
Changing Landscape: Blended Search<br />
Changing Landscape: Blended Search<br />
Social Affects SEO<br />
mobile<br />By 2014, mobile internet use will overtake desktop internet use<br />
Social is the Conversation<br />
152 Million<br />US FACEBOOK USERS<br />164 Million<br />US ADULT INTERNET USERS<br />311 MillionUS POPULATION<br />
1 in 8 minutes online spent on Facebook<br />
156<br />       million +registered users<br />      Billion+updates per month<br />5.4<br />7.8<br />       million brand...
Social Strategy<br />Social Strategy<br />Voice<br />Target<br />Goal<br />Remember the SEO<br />
Dancing Deer Baking Co.<br />Case Study<br />
Contest Results<br /><ul><li> 5 million+ page views in 10 days
 17,000+ entries
 Facebook fans increased 20%
 5,000+ unique visitors to DancingDeer.com </li></li></ul><li>
Holiday Social Campaign<br />Followers 3,434<br />Followers 23,896<br />Followers 25,780<br />Followers 2,409<br />Followe...
81 Targeted Blogs<br />Unsolicited National Coverage<br />
$175,000+<br />2 months!<br />
Marketing Silos<br />Analytics<br />
Analytics<br />
Measure and Monitor<br />
Measure and Monitor<br />Measure everything you can but<br />Find what is meaningful to you and <br />Get a dashboard or a...
Measure and Monitor<br />Common metrics:<br />Traffic, Rankings, Conversions<br />Likes, Friends, Followers<br />PR Views,...
The Meat House<br />Case Study<br />
Search<br />
Search<br />
c<br />Search<br />
Search<br />
Search + Social<br />
  Search + Social + PR<br />
What can I do?<br />Public Relations can shape the message<br />Social is where the conversation happens<br />Search is wh...
What can I do?<br />Make sure you’re doing SEO<br />-No brainer, cheapest, easiest, resource light<br />Get a social strat...
Questions?<br />
Who Is 451 Marketing?<br />Founded in February, 2004 <br />Headquartered in Boston with an office in Chicago<br />A collab...
We work with and build great brands:<br />
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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 of "Integrating pr, search, and social 6 28-2011"

    1. 1. Integrating PR, Search, and Socialto Connect with Your Customers<br />Presented by:<br />Francis SkipperDirector of Search Marketing<br />451 Marketing<br />
    2. 2. Agenda<br />Introduction<br />Public Relations<br />Public Relations + Search<br />Public Relations + Search + Social Media<br />Analytics<br />Q&A<br />
    3. 3. Marketing Silos<br />Search <br />PR<br />Social<br />
    4. 4. Integrating Marketing Silos<br />Analytics<br />The Conversation<br />Shapes the Message<br />Captures Demand<br />
    5. 5. PR Shapes the Message<br />PR<br />
    6. 6. Public Relations is More Than Just:<br />
    7. 7. PR Shapes the Message…<br />
    8. 8. …and Creates the “Buzz”…<br />
    9. 9. …by Providing Necessary Human Interaction…<br />
    10. 10. …that Facilitates Media Coverage <br />
    11. 11. Search Captures Demand<br />Search<br />PR<br />
    12. 12. The internet has changed the way people find, discover, share, shop, & connect<br />
    13. 13. 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 />
    14. 14. 33% of US consumers spend at least 3 hours online every day.<br />Source: The Media Audit (10/11)<br />
    15. 15. 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 />
    16. 16. 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 />
    17. 17. 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 />
    18. 18. 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 />
    19. 19. Ranking high on searchengines is no longer optional, it’s critical.<br />
    20. 20. Search Engine Result Page (SERP)<br />20 %<br />80 %<br />
    21. 21. Changing Landscape: Blended Search<br />
    22. 22. Changing Landscape: Blended Search<br />
    23. 23. Social Affects SEO<br />
    24. 24. mobile<br />By 2014, mobile internet use will overtake desktop internet use<br />
    25. 25. Social is the Conversation<br />
    26. 26. 152 Million<br />US FACEBOOK USERS<br />164 Million<br />US ADULT INTERNET USERS<br />311 MillionUS POPULATION<br />
    27. 27. 1 in 8 minutes online spent on Facebook<br />
    28. 28. 156<br /> million +registered users<br /> Billion+updates per month<br />5.4<br />7.8<br /> million brand recommendationsper month<br /> % of users follow a brand<br />31<br />
    29. 29.
    30. 30. Social Strategy<br />Social Strategy<br />Voice<br />Target<br />Goal<br />Remember the SEO<br />
    31. 31. Dancing Deer Baking Co.<br />Case Study<br />
    32. 32.
    33. 33. Contest Results<br /><ul><li> 5 million+ page views in 10 days
    34. 34. 17,000+ entries
    35. 35. Facebook fans increased 20%
    36. 36. 5,000+ unique visitors to DancingDeer.com </li></li></ul><li>
    37. 37. Holiday Social Campaign<br />Followers 3,434<br />Followers 23,896<br />Followers 25,780<br />Followers 2,409<br />Followers 34,928<br />Followers 17,051<br />Followers 48,652<br />Followers 15,117<br />This resulted in 2.5 million impressions on Twitter!<br />
    38. 38. 81 Targeted Blogs<br />Unsolicited National Coverage<br />
    39. 39. $175,000+<br />2 months!<br />
    40. 40. Marketing Silos<br />Analytics<br />
    41. 41. Analytics<br />
    42. 42. Measure and Monitor<br />
    43. 43. 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 />
    44. 44. 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 />
    45. 45. The Meat House<br />Case Study<br />
    46. 46. Search<br />
    47. 47. Search<br />
    48. 48. c<br />Search<br />
    49. 49. Search<br />
    50. 50. Search + Social<br />
    51. 51. Search + Social + PR<br />
    52. 52.
    53. 53. 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 />
    54. 54. 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 />
    55. 55. Questions?<br />
    56. 56. 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 />
    57. 57. We work with and build great brands:<br />
    58. 58. Core Strengths<br /><ul><li>Public Relations
    59. 59. Search Engine Optimization (SEO)
    60. 60. Pay-Per-Click Advertising
    61. 61. Social Media Strategy Development
    62. 62. 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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