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The StrategicIntersection ofSearch, Email andSocialJUNE 16, 2011: 2PM – 2:45PM ETDJ Waldow & Dave Reske#BSFW           A B...
About NowspeedWe offer complete end-to-endsolutions Email Marketing Search Marketing Social Media Website Design and D...
http://www.blueskyfactory.com/demo/
http://www.blueskyfactory.com/demo/
THE NEXT 45 MINUTESBrief background on email, social, and search as well as their current state. Understanding of how each...
Brief background on email, social, and search as well as their current state.                                      5
SOCIAL MEDIA AND SEARCH                          6
SOCIAL MEDIA AND SEARCH                          7
EMAIL & SOCIAL MEDIA                       8
HOW IS SOCIAL MEDIA INFLUENCING EMAIL MARKETING?                                                   9
SHARE OF B2B ONLINE MARKETING BUDGET                                       10
OVER 600 (NOW 700) MILLION     FACEBOOK USERS!                             11
12
Flickr – Sean MacEntee                13
100 MILLION USERS (& NOW PUBLIC)                                   14
YOUTUBE: 2ND LARGEST SEARCH ENGINE                                     15
16
17
Download the full report here.                                 18
INBOUND VS OUTBOUND MARKETING                 Outbound       Inbound                            19
INBOUND VS OUTBOUND MARKETING• Direct Mail                          Outbound• Email                Inbound                ...
INBOUND VS OUTBOUND MARKETING• Direct Mail                          Outbound• Email                                 • Sear...
INBOUND VS OUTBOUND MARKETING• Direct Mail                          Outbound• Email• Social                               ...
OPTIMIZED & INTEGRATED MARKETING                               20
OPTIMIZED & INTEGRATED MARKETING                          Search                           PPC/                           ...
OPTIMIZED & INTEGRATED MARKETING                          Search                           PPC/                           ...
OPTIMIZED & INTEGRATED MARKETING                               Search                                PPC/                 ...
ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION?                      Social              Email   Media    Search           ...
HOW DOES YOUR EMAIL MARKETING PROGRAM        COMPARE WITH SOCIAL & SEARCH?Email Marketing              Social Media       ...
Understanding of how each channel (email,   social, search) powers each other.                                            23
INTEGRATION: SEARCH, EMAIL & SOCIAL              Email         Social                   Search         Media              ...
WHAT ALL MARKETERS WANT                          25
INTEGRATION: EMAIL & SOCIAL            Email        Social        Media    Search                              26
INTEGRATION: EMAIL & SOCIALUse Social Media to buildyour house listCreate social links in emailto promote sharingShare ema...
USE SOCIAL MEDIA TO GROW YOUR LIST                                 27
USE SOCIAL MEDIA TO GROW YOUR LIST                                 27
USE SOCIAL MEDIA TO GROW YOUR LIST                                 27
USE EMAIL TO ENCOURAGE     SOCIAL SHARING                         28
USE TWITTER TO GROW YOUR LIST                                29
USE FACEBOOK TO GROW YOUR LIST                                 30
USE FACEBOOK TO GROW YOUR LIST                                 31
USE FACEBOOK TO GROW YOUR LIST                                 32
USE EMAIL TO ENCOURAGE     SOCIAL SHARING                         33
USE EMAIL TO ENCOURAGE     SOCIAL SHARING                         33
USE EMAIL TO ENCOURAGE     SOCIAL SHARING                         33
USE EMAIL TO ENCOURAGE     SOCIAL SHARING                         33
USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK                                         34
USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK                                         35
USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK   The More You “Like” The More You Save                                       ...
TARGETED EMAIL TO        SOCIAL MEDIA INFLUENCERS        Send targeted email to           Identify     EmailHouse         ...
NUTURE LIST; MOVE THROUGH BUYING PROCESS                                           38
NUTURE LIST; MOVE THROUGH BUYING PROCESS                        Search                         PPC/                       ...
NUTURE LIST; MOVE THROUGH BUYING PROCESS                        Search                         PPC/                       ...
NUTURE LIST; MOVE THROUGH BUYING PROCESS                             Search                              PPC/             ...
INTEGRATION: EMAIL & SEARCH                           Use search to build opt-                           in email lists   ...
INTEGRATION: EMAIL & SEARCHUse Social Media to build                            Use search to build opt-your house list   ...
EMAIL IS NOT INTEGRATED WITH SEARCH                                  40
USE SEARCH TO BUILD EMAIL LIST                                 41
LEVERAGE EMAIL CONTENT ON SEO-OPTIMIZED  LANDING PAGES – SOCIAL MEDIA SHARINGLeverage Email Content on SEOOptimized Landin...
INTEGRATION: EMAIL, SEARCH, & SOCIAL                                                  Use search to build opt-in email    ...
INTEGRATION: EMAIL, SEARCH, & SOCIALUse Social Media to build                                        Use search to build o...
BUILD AUDIENCE WITH PAID & ORGANIC SEARCH• Increase search engine rank on selected keywords• Increase overall traffic to th...
USE SOCIAL MEDIA TODOMINATE SEARCH RESULTS                          45
INTEGRATION: EMAIL, SEARCH, & SOCIALUse Social Media to build                                                      Use sea...
Actionable steps that you can take (now) to begin integrating email, social, and search.                                  ...
TIME FOR A NEW STRATEGY        SocialEmail   Media    Search                                    48
TIME FOR A NEW STRATEGY        SocialEmail   Media    Search                               Email                          ...
INTEGRATE SOCIAL INTO SEARCH                              Ads on Social                                  SitesOrganic     ...
INTEGRATE SOCIAL INTO SEARCH                              Ads on Social          Adwords & Direct                         ...
INTEGRATE SOCIAL INTO SEARCH                              Ads on Social          Adwords & Direct                         ...
INTEGRATE SOCIAL INTO SEARCH                              Ads on Social          Adwords & Direct                         ...
INTEGRATE SOCIAL INTO SEARCH                              Ads on Social          Adwords & Direct                         ...
INTEGRATE SOCIAL INTO SEARCH    Embed Keywords    in Video and other            Ads on Social          Adwords & Direct   ...
INTEGRATE SOCIAL INTO SEARCH           Embed Keywords           in Video and other            Ads on Social          Adwor...
INTEGRATE SOCIAL INTO SEARCH           Embed Keywords           in Video and other            Ads on Social          Adwor...
INTEGRATE SOCIAL INTO SEARCH            Embed Keywords            in Video and other             Ads on Social          Ad...
INTEGRATE SOCIAL INTO SEARCH            Embed Keywords            in Video and other             Ads on Social          Ad...
http://www.blueskyfactory.com/intersection
DJ Waldow, Director Community at Blue Sky   David Reske, Founder and President   Factory                                  ...
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The Strategic Intersection of Search, Email and Social - Blue Sky Factory Webinar

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Email marketing. Social media. Search. All three can – and sometimes do – live on their own. However, when combined into an integrated strategy, they are an unstoppable force. Email marketing feeds social media. Social media feeds email marketing. Both feed search and search feeds both.

Confused yet?

In our webinar, "The Strategic Intersection of Search, Email and Social"; DJ Waldow, Director of Community at Blue Sky Factory and David Reske, Founder & Managing Director of Nowspeed, provided the following insights:

A brief background on email, social, and search as well as their current state.
An understanding of how each channel (email, social, search) powers each other.
Actionable steps that you can take (now) to begin integrating email, social, and search.

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Transcript of "The Strategic Intersection of Search, Email and Social - Blue Sky Factory Webinar "

  1. 1. The StrategicIntersection ofSearch, Email andSocialJUNE 16, 2011: 2PM – 2:45PM ETDJ Waldow & Dave Reske#BSFW A Blue Sky Factory WebinarSubscribe to email alerts about future webinars
  2. 2. About NowspeedWe offer complete end-to-endsolutions Email Marketing Search Marketing Social Media Website Design and Development Our Click-to-Customer methodology We generate the highest quality leadsper marketing dollar spentOur portfolio of award-winning workOur customers’ success David Reske, Founder and President NowspeedWe deliver the best campaignperformance optimization and dreske@nowspeed.comanalytics 508 616-0111 x202Weekly review of campaign performance Twitter: davidreskeMarketing DashboardDedicated project manager LinkedIn: David Reske
  3. 3. http://www.blueskyfactory.com/demo/
  4. 4. http://www.blueskyfactory.com/demo/
  5. 5. THE NEXT 45 MINUTESBrief background on email, social, and search as well as their current state. Understanding of how each channel (email, social, search) powers each other.Actionable steps that you can take (now) to begin integrating email, social, and search. 4
  6. 6. Brief background on email, social, and search as well as their current state. 5
  7. 7. SOCIAL MEDIA AND SEARCH 6
  8. 8. SOCIAL MEDIA AND SEARCH 7
  9. 9. EMAIL & SOCIAL MEDIA 8
  10. 10. HOW IS SOCIAL MEDIA INFLUENCING EMAIL MARKETING? 9
  11. 11. SHARE OF B2B ONLINE MARKETING BUDGET 10
  12. 12. OVER 600 (NOW 700) MILLION FACEBOOK USERS! 11
  13. 13. 12
  14. 14. Flickr – Sean MacEntee 13
  15. 15. 100 MILLION USERS (& NOW PUBLIC) 14
  16. 16. YOUTUBE: 2ND LARGEST SEARCH ENGINE 15
  17. 17. 16
  18. 18. 17
  19. 19. Download the full report here. 18
  20. 20. INBOUND VS OUTBOUND MARKETING Outbound Inbound 19
  21. 21. INBOUND VS OUTBOUND MARKETING• Direct Mail Outbound• Email Inbound 19
  22. 22. INBOUND VS OUTBOUND MARKETING• Direct Mail Outbound• Email • Search • Web Inbound • Social 19
  23. 23. INBOUND VS OUTBOUND MARKETING• Direct Mail Outbound• Email• Social • Search • Web Inbound • Social 19
  24. 24. OPTIMIZED & INTEGRATED MARKETING 20
  25. 25. OPTIMIZED & INTEGRATED MARKETING Search PPC/ SEO Keywords, Content & Offers Social Media Email Optimized Website, Content & Landing Pages 20
  26. 26. OPTIMIZED & INTEGRATED MARKETING Search PPC/ SEO Keywords, Content & Offers Social Media Email Optimized Website, Content & Landing Pages 20
  27. 27. OPTIMIZED & INTEGRATED MARKETING Search PPC/ SEO Keywords, Content & Offers Social Media Email Optimized Website, Content & Landing Pages Email Social Media Nurture Nurture 20
  28. 28. ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION? Social Email Media Search 21
  29. 29. HOW DOES YOUR EMAIL MARKETING PROGRAM COMPARE WITH SOCIAL & SEARCH?Email Marketing Social Media Search• Number of Email • Number of Likes and • Available Search Addresses Followers Traffic• Number of messages • Number of messages • Visibility and sent sent Impressions• Clicks - Click Through • Clicks - Click Through • Clicks - Click Through Rate Rate Rate• Conversion Rate • Conversion Rate • Conversion Rate 22
  30. 30. Understanding of how each channel (email, social, search) powers each other. 23
  31. 31. INTEGRATION: SEARCH, EMAIL & SOCIAL Email Social Search Media 24
  32. 32. WHAT ALL MARKETERS WANT 25
  33. 33. INTEGRATION: EMAIL & SOCIAL Email Social Media Search 26
  34. 34. INTEGRATION: EMAIL & SOCIALUse Social Media to buildyour house listCreate social links in emailto promote sharingShare email contenton social media sites Emailas you send your emailUse email to drivetraffic to socialmedia sites SocialSend email to SocialMedia influencers Media SearchNurture contacts withboth email andsocial media 26
  35. 35. USE SOCIAL MEDIA TO GROW YOUR LIST 27
  36. 36. USE SOCIAL MEDIA TO GROW YOUR LIST 27
  37. 37. USE SOCIAL MEDIA TO GROW YOUR LIST 27
  38. 38. USE EMAIL TO ENCOURAGE SOCIAL SHARING 28
  39. 39. USE TWITTER TO GROW YOUR LIST 29
  40. 40. USE FACEBOOK TO GROW YOUR LIST 30
  41. 41. USE FACEBOOK TO GROW YOUR LIST 31
  42. 42. USE FACEBOOK TO GROW YOUR LIST 32
  43. 43. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
  44. 44. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
  45. 45. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
  46. 46. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
  47. 47. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK 34
  48. 48. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK 35
  49. 49. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK The More You “Like” The More You Save 36
  50. 50. TARGETED EMAIL TO SOCIAL MEDIA INFLUENCERS Send targeted email to Identify EmailHouse Influencers Social InvitationEmail post Traffic! media or List content - Influencers Special Exponential on List Content 37
  51. 51. NUTURE LIST; MOVE THROUGH BUYING PROCESS 38
  52. 52. NUTURE LIST; MOVE THROUGH BUYING PROCESS Search PPC/ SEO Keywords, SocialContent & Offers Media Email Optimized Website, Content & Landing Pages 38
  53. 53. NUTURE LIST; MOVE THROUGH BUYING PROCESS Search PPC/ SEO Keywords, SocialContent & Offers Media Email Optimized Website, Content & Landing Pages 38
  54. 54. NUTURE LIST; MOVE THROUGH BUYING PROCESS Search PPC/ SEO Keywords, SocialContent & Offers Media Email Optimized Website, Content & Landing Pages Email Social Media Nurture Nurture 38
  55. 55. INTEGRATION: EMAIL & SEARCH Use search to build opt- in email lists Put Email content on Website and SEO Email optimize to drive traffic Use paid search to test messages and offers Social Search Media 39
  56. 56. INTEGRATION: EMAIL & SEARCHUse Social Media to build Use search to build opt-your house list in email listsCreate social links in email Put Email content onto promote sharing Website and SEOShare email content Email optimize to drive trafficon social media sites Use paid search to testas you send your email messages and offersUse email to drivetraffic to socialmedia sites Social Search MediaSend email to SocialMedia influencersNurture contacts withboth email andsocial media 39
  57. 57. EMAIL IS NOT INTEGRATED WITH SEARCH 40
  58. 58. USE SEARCH TO BUILD EMAIL LIST 41
  59. 59. LEVERAGE EMAIL CONTENT ON SEO-OPTIMIZED LANDING PAGES – SOCIAL MEDIA SHARINGLeverage Email Content on SEOOptimized Landing Pages - SocialMedia Sharing 42
  60. 60. INTEGRATION: EMAIL, SEARCH, & SOCIAL Use search to build opt-in email lists Put Email content on Website Email and SEO optimize to drive traffic Use paid search to test messages and offers Social Search Media Search to drive social media traffic and followers SEO Optimize social media sites 43
  61. 61. INTEGRATION: EMAIL, SEARCH, & SOCIALUse Social Media to build Use search to build opt-in emailyour house list listsCreate social links in email Put Email content on Websiteto promote sharing Email and SEO optimize to drive trafficShare email contenton social media sites Use paid search to testas you send your email messages and offersUse email to drivetraffic to social Socialmedia sites SearchSend email to Social MediaMedia influencersNurture contacts withboth email and Search to drive social media traffic and followerssocial media SEO Optimize social media sites 43
  62. 62. BUILD AUDIENCE WITH PAID & ORGANIC SEARCH• Increase search engine rank on selected keywords• Increase overall traffic to the site• Optimize Cost/Conversion 44
  63. 63. USE SOCIAL MEDIA TODOMINATE SEARCH RESULTS 45
  64. 64. INTEGRATION: EMAIL, SEARCH, & SOCIALUse Social Media to build Use search to build opt-in emailyour house list listsCreate social links in email Put Email content on Websiteto promote sharing Email and SEO optimize to drive trafficShare email contenton social media sites Use paid search to testas you send your email messages and offersUse email to drivetraffic to social Socialmedia sites SearchSend email to SocialMedia influencers MediaNurture contacts withboth email and Search to drive social media traffic and followerssocial media SEO Optimize social media sites 46
  65. 65. Actionable steps that you can take (now) to begin integrating email, social, and search. 47
  66. 66. TIME FOR A NEW STRATEGY SocialEmail Media Search 48
  67. 67. TIME FOR A NEW STRATEGY SocialEmail Media Search Email Social Search Media 48
  68. 68. INTEGRATE SOCIAL INTO SEARCH Ads on Social SitesOrganic PaidSearch Optimize Search Get Seen Landing Pages SEO Web Build Links Content 49
  69. 69. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct SitesOrganic PaidSearch Optimize Search Get Seen Landing Pages SEO Web Build Links Content 49
  70. 70. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct SitesOrganic PaidSearch Optimize Search Get Seen Landing Pages Video SEO Web Build Links Content 49
  71. 71. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct SitesOrganic PaidSearch Optimize Search Get Seen Landing Pages Video Comments SEO Web Build Links Content 49
  72. 72. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct SitesOrganic PaidSearch Optimize Search Get Seen Landing Pages Video Comments SEO Web Easy to share Build Links Content 49
  73. 73. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content SitesOrganic PaidSearch Optimize Search Get Seen Landing Pages Video Comments SEO Web Easy to share Build Links Content 49
  74. 74. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content SitesOrganic PaidSearch Optimize Search Get Seen Landing PagesKeyword filled Videocontent with links Comments SEO Web Easy to share Build Links Content 49
  75. 75. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content SitesOrganic PaidSearch Optimize Search Get Seen Landing PagesKeyword filled Videocontent with links Social Media Comments Press Releases SEO Web Easy to share Build Links Content 49
  76. 76. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content Sites Organic Paid Search Optimize Search Get Seen Landing PagesKeyword filled Videocontent with links Social Media Comments Press ReleasesArticle Distribution SEO Web Easy to share Build Links Content 49
  77. 77. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content Sites Organic Paid Search Optimize Search Get Seen Landing PagesKeyword filled Videocontent with links Social Media Comments Press ReleasesArticle Distribution SEO Web Easy to share Build Links Keyword filled Website Content Hub-page 49
  78. 78. http://www.blueskyfactory.com/intersection
  79. 79. DJ Waldow, Director Community at Blue Sky David Reske, Founder and President Factory Nowspeed dreske@nowspeed.comdjwaldow on all social networks or type 508 616-0111 x202 “DJ Waldow” in your favorite search Twitter: davidreske engine LinkedIn: David Reske 51
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