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The internet has changed the way people find, discover, share, shop, & connect
164 Million US ADULT INTERNET USERS 311 MillionUS POPULATION Sources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)
33% of US consumers spend at least 3 hours online every day. Source: The Media Audit (10/11)
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
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
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)
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)
Ranking high on searchengines is no longer optional, it’s critical.
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
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
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
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
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