Search Powerpoint 3/2/11

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  • 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 for social media definition: http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htm (Ron Jones)
  • Source: http://www.soravjain.com/2010/01/51-fascinating-social-media-facts.html Source for Fortune 100: http://www.techiemania.com/social-media-in-business-an-infographic-of-fortune-100-statistics.html Outline information: Statistics about Social Media U.S. advertisers are projected to spend 1.295B on social media in 2010 http://www.iab.net/insights_research/947883/1675/1122511 Time spent on social media sites U.S. users’ time spent on social media sites has increase 210% in past year http://blog.nielsen.com/nielsenwire/global/led-by-facebook-twitter-global-time-spent-on-social-media-sites-up-82-year-over-year/ Interesting Statistics http://aiim.typepad.com/aiim_blog/2009/08/37-really-cool-statistics-about-social-media.html 2010 Marketing Budget growth by industry http://www.emarketer.com/Article.aspx?R=1007430
  • Social Media Goals? Top 6 goals for social media campaigns http://www.marketerinsight.com/online-marketing/5-social-media-marketing-goals/
  • Social influences search – its confirmed
  • Google instant graph source: http://www.google.com/instant/
  • http://googleblog.blogspot.com/2010/01/search-is-getting-more-social.html
  • Introduction on search marketing and social media, and the advantages of integration, changing landscape, etc. Two case studies http://mashable.com/2008/07/23/corporate-social-media/
  • Source: 451 Powerpoint Presentation

Transcript

  • 1. Search Marketing: How and Why to Integrate with Social Media
  • 2.
    • Form of Internet marketing used to promote websites by increasing visibility
    • Tools include:
      • SEO (search engine optimization)
      • Paid advertising
    What is Search Marketing?
  • 3. Importance of SEO
  • 4.  
  • 5.  
  • 6. What is social media?
    • Examples :
    • - content communities
    • - social networking sites
    • - blogs, wikis
    • - internet forums, portals
    • - collaborative projects
    • - social bookmarking
    A form of online media where people are talking, participating, sharing, networking and bookmarking online.
  • 7. Importance of Social Media 512,080,060 users 10 million “fans” sign up to commercial “brand pages” every day Facebook accounts for 25% of all web traffic
    • 5 billionth picture uploaded September 20 th , 2010
    • >3,000 images uploaded to Flickr per minute
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13. SERP = Search Engine Results Page
    • List of websites in response
    • to search query
    • Sponsored listings
    • Images
    • Maps
    • Definitions
    • News
    • Videos
  • 14.  
  • 15.  
  • 16. Changing Landscape of SERP Pages 3. G o o g l e Personalized Search 2. G o o g l e Suggest
    • Sign in to Google
    • Search results most relevant to you
    • Follow interesting trends based on web activity
    • Autocomplete, helps user frame search query
    • Collection of phrases and words based
    • on what others have typed into Google
    • Predicts queries most users would
    • want to see
    1. G o o g l e Instant
    • Shows actual search results in real time
    • Arrive at the right content faster
    • Localized , instant feedback = better search,
    • easier to navigate
  • 17. 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”
  • 18.  
  • 19.  
  • 20.  
  • 21. SEO/PR = Public Relations + Search Engine Optimization - Innovative - Combines generating more sales leads, and publicity by crafting/optimizing press releases and e-zine newsletters What Is SEO/PR?
    • Benefits :
      • Increase website ranking
      • Increase referrals from search engines
      • Position as the subject matter expert
      • Catch attention of journalists using Google and Yahoo as news source
      • Increase qualified prospects/clients
  • 22.  
  • 23.  
  • 24.
    • Building Gentle Giant’s Search Marketing Strategy:
    • Develop/refine keyword strategy
    • Analyze website
    • Create SEO Strategy Document for website
    • Implement site structure; content modifications
    • Refine/implement keyword PPC strategy
    • Allow for Google to crawl website
    • Measure/document rankings
    • Begin external link building strategy
    • Measure/report results
    • Perform ongoing adjustments
    • SEO/PR
  • 25.
    • 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
  • 26. 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
  • 27. We work with and build great brands:
  • 28.
    • 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
  • 29. 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 .
  • 30. AJ Gerritson, Founding Partner 451 Marketing 100 North Washington Street Boston, MA 02114 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @ajgerritson