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Search Marketing: How and Why to Integrate with Social Media
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  • Social media is important! Be where your customers are to hear what they are saying and tell them what you are saying Take the time to make a strategic, integrated plan and then devote the time and money for maintenance Embrace analytics and learn to identify potential trends, opportunities and feedback When done right, incorporation SEO and Social Media strategies can elevate business to the next level across industries
  • Cite: http://en.wikipedia.org/wiki/Search_engine_marketing Background on search marketing Background http://www.optimum7.com/internet-marketing/paid-search/paid-search-vs-organic-search.html Paid vs. organic search http://www.mortonmarketing.com/template.
  • Cite: http://en.wikipedia.org/wiki/Search_engine_marketing Background on search marketing Background http://www.optimum7.com/internet-marketing/paid-search/paid-search-vs-organic-search.html Paid vs. organic search http://www.mortonmarketing.com/template.
  • Source: http://www.ereleases.com/prfuel/statistics-seo-press-releases/ Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122670 Source: http://www.conductor.com/resource-center/seo-articles/importance-page-one-visibility Source: Jupiter Research, 2008. 2 comScore, 2009 (from ppt may 4 webinar) Outline information: Increase in spending SEM spending projected to increase approximately 15% in 2010 http://www.efrontier.com/aboutus/press/press-releases/Search-Marketing-Sector-Rebounds
  • Source: http://www.ereleases.com/prfuel/statistics-seo-press-releases/ Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122670 Source: http://www.conductor.com/resource-center/seo-articles/importance-page-one-visibility Source: Jupiter Research, 2008. 2 comScore, 2009 (from ppt may 4 webinar) Outline information: Increase in spending SEM spending projected to increase approximately 15% in 2010 http://www.efrontier.com/aboutus/press/press-releases/Search-Marketing-Sector-Rebounds
  • Social influences search – its confirmed
  • http://googleblog.blogspot.com/2010/01/search-is-getting-more-social.html
  • Cite: http://en.wikipedia.org/wiki/Search_engine_marketing Background on search marketing Background http://www.optimum7.com/internet-marketing/paid-search/paid-search-vs-organic-search.html Paid vs. organic search http://www.mortonmarketing.com/template.
  • Social media is important! Be where your customers are to hear what they are saying and tell them what you are saying Take the time to make a strategic, integrated plan and then devote the time and money for maintenance Embrace analytics and learn to identify potential trends, opportunities and feedback When done right, incorporation SEO and Social Media strategies can elevate business to the next level across industries

Search Marketing: How and Why to Integrate with Social Media Presentation Transcript

  • 1. Search Marketing: How and Why to Integrate with Social Media
  • 2. Key Themes  Social media/SEO integration is essential  Be where your customers are to hear what they think and communicate your brand message  Take time to make a strategic, integrated plan and devote the time and money for maintenance  Embrace analytics and learn to identify potential trends, opportunities, and feedback  When done right, integration of SEO and Social Media strategies can elevate business to the next level across industries
  • 3. Agenda -Background: Search and Social -Changing Search Landscape -Case Study -Q&A
  • 4.
    • Form of Internet marketing used to promote websites by increasing visibility
    • Tools include:
      • SEO -search engine optimization
      • PPC- Pay-Per-Click
    What is Search Marketing?
  • 5. SERP = Search Engine Results Page
    • List of websites in response
    • to search query
    • Sponsored listings
    • Images
    • Maps
    • Definitions
    • News
    • Videos
  • 6. 20 % 80 %
  • 7. Paid PAID ORGANIC Eye Tracking Heat Map of a SERP
  • 8. Importance of SEO
  • 9. “ Ok. So I get SEO. Why do I need to worry about Social?”
  • 10.  
  • 11. News Results Realtime Results Image Results Video Results The Changing Landscape of SERP Pages and Universal Search
  • 12.  
  • 13. Changing Landscape: Social Search Social Search  Search becomes more personal to the user  Integrates content from friends & online contacts to query  “ Social” added to Google Images (see friends’ pictures)  “ Results from your social circle”
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19. Case Study: Gentle Giant
  • 20.  
  • 21.  
  • 22.  
  • 23.
    • Site traffic significantly increased from 8,969 visitors/month to
    • 14,912 three months after campaign launch
    • Organic search traffic nearly doubled three months after
    • optimization ( 4,609 to 9,769 visits )
    • Search engine keyword rankings continue to climb; local and broad
    • keywords ranked on first page of Google and Bing
    • Significant increase from 791 “Request for an Estimate” to 2,497
    • requests four months later!
    Gentle Giant: Results
  • 24. Key Takeaways
    • Social media + SEO = a good thing…
    •  Be where your customers are, hear what they think, communicate your brand message
    •  Devote resources to a strategic, integrated social plan and maintenance
    •  Embrace analytics, watch for trends, opportunities, and feedback
    •  If you get it right, you elevate your customers’ experiences and connection to your brand
  • 25. 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 Recently named eMarketer 2009 for the Americas by TRAVELCLICK Google Adwords certified
  • 26. We work with and build great brands:
  • 27.
    • Core Strengths
    • Search Engine Optimization (SEO)
    • SEO Leveraged Public Relations
    • Pay-Per-Click Advertising
    • Social Media Marketing
    • Social Media Strategy Development
    • Web 2.0 Design and Implementation
    • PR 2.0 (PR through Social Media)
    • Public Relations
  • 28. Our Team Members Have represented brands like New Balance, Bank of America, Dunkin’ Donuts, Ralph Lauren - RLX, DestinationWeddings.com, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox .
  • 29. Francis Skipper Search Marketing Director 451 Marketing 100 North Washington Street Boston, MA 02114 617-259-1605 x 226 www.451marketing.com www.451heat.com www.Linkedin.com/in/FrancisSkipper @fskip