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

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