T H E C O N V E R G E N C E 
IMPERATIVE 
Why Search Requires Social Media and 
Public Relations to be Successful. 
CEDAR C...
LET’S START BY DISPELLING A FEW MYTHS 
R.I.P 
SEO 
1995 - 2013 
1001101010100 
10111010110101 
0011101010001 
101011101011...
BUT, IT HAS EVOLVED.
TODAY 
BASELINE: SEARCH 101 
ENTER PR & SOCIAL 
MOMENTS OF TRUTH: Search & Reputation 
KEY TAKEAWAYS 
1 
2 
3 
4
THE BASICS (IN FIVE MINUTES OR LESS)
HOW GOOGLE WORKS 
SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER 60 TRILLION 
INDIVIDUAL PAGES 
AND IT’S CONSTANTLY GROW...
HOW GOOGLE WORKS 
Google navigates the web by 
CRAWLING 
Software called “spiders” follows 
links from page to page.
HOW GOOGLE WORKS 
Google then stores the crawled pages in an INDEX Capturing a wide range of information about the page 
I...
HOW GOOGLE WORKS 
When a search is entered, Google uses 
ALGORITHMS 
To rank the results and deliver users the most releva...
THE ROLE OF SEO 
40.0% 
35.0% 
30.0% 
25.0% 
20.0% 
15.0% 
10.0% 
5.0% 
0.0% 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
Enquiro 
(200...
TO BE AN SEO SUPERHERO 
GET MORE LINKS
GOOGLE: NO LONGER FOOLED 
> In 2011, Google launched major 
updates designed to stop spammers 
– specifically unearned lin...
ENTER PR + SOCIAL
HOW GOOGLE WORKS 
Ranking in 2014 
Know your audience. Repeat. 12 
Create great, unique content that your 
audience will c...
LET’S DISTILL THAT: WHAT DOES IT TAKE? 
1. Creative content 
2. A great user experience 
3. Relationships + Storytelling 
...
“Content is the 
currency for 
building social 
relationships 
that boost 
earned media.” 
- @leeodden
SO, WHAT MAKES CONTENT “GREAT” 
Original Simple Valuable & 
Useful Entertains Emotional
ABOVE ALL, CONTENT MUST BE 
RELEVANT 
TO YOUR TARGET AUDIENCE
IT BEGINS WITH CONTENT STRATEGY 
> Get internal commitment 
> Understand (and segment) your customers 
> Align content wit...
KEY CONSIDERATIONS 
Who is the audience that you need to reach? 
Why will they care about you? 
What are you doing to earn...
TELLING YOUR STORY 
Leveraging PR 
> PR should be involved 
from outset 
> Ensure content aligned 
with audience 
> Build ...
ROLE OF SOCIAL: IT RANKS WELL 
F500 Brands with Social 
Media on First Page of Google 
90%
WHILE SOCIAL MAY NOT DIRECTLY IMPACT 
SEARCH RESULTS, IT HAS SECOND ORDER 
EFFECTS THAT CLEARLY IMPACT RESULTS.
SEO RELATIONS 
CONTENT 
PUBLIC 
DEVELOPMENT SOCIAL MEDIA
ZERO MOMENT OF TRUTH
TCHOEN CMEOPMT ENT OF TRUTH “ Shoppers make up their minds about a 
product in three to seven seconds. 
This time lapse is...
WINNING THE MOMENT OF TRUTH 
Find your 
1 moments of truth 
2 Get your message out 
to the right to the right 
people at t...
PUTTING IT ALL TOGETHER
SEARCH CANNOT EXIST IN A VACUUM. 
PR, SEARCH & SOCIAL MUST BE 
INTEGRATED TO SUCCEED
SIX BIG TAKEAWAYS 
> If you want earned media, become the media. 
> Create a content strategy, not just a blog. Get creati...
THANK YOU.
The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful
The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful
The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful
The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful
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The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful

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The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful. Presentation from Elasticity given by Partner Andrew Barnett at IABC Omaha in October 2013. Why search requires social media and public relations to be successful in 2014 and beyond.

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The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful

  1. 1. T H E C O N V E R G E N C E IMPERATIVE Why Search Requires Social Media and Public Relations to be Successful. CEDAR CREEK PROPOSAL | JUL XX, 2012 1
  2. 2. LET’S START BY DISPELLING A FEW MYTHS R.I.P SEO 1995 - 2013 1001101010100 10111010110101 0011101010001 10101110101101 0100111010100 011 SEO IS NOT DEAD SEO IS NOT MAGIC SEO IS JUST TECHNICAL
  3. 3. BUT, IT HAS EVOLVED.
  4. 4. TODAY BASELINE: SEARCH 101 ENTER PR & SOCIAL MOMENTS OF TRUTH: Search & Reputation KEY TAKEAWAYS 1 2 3 4
  5. 5. THE BASICS (IN FIVE MINUTES OR LESS)
  6. 6. HOW GOOGLE WORKS SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER 60 TRILLION INDIVIDUAL PAGES AND IT’S CONSTANTLY GROWING
  7. 7. HOW GOOGLE WORKS Google navigates the web by CRAWLING Software called “spiders” follows links from page to page.
  8. 8. HOW GOOGLE WORKS Google then stores the crawled pages in an INDEX Capturing a wide range of information about the page It’s over 100 million gigabytes
  9. 9. HOW GOOGLE WORKS When a search is entered, Google uses ALGORITHMS To rank the results and deliver users the most relevant results. We use +200 factors to rank the results
  10. 10. THE ROLE OF SEO 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 8 9 10 Enquiro (2007) Chi9ka (2010) Slingshot (2011) CTR BY POSITION
  11. 11. TO BE AN SEO SUPERHERO GET MORE LINKS
  12. 12. GOOGLE: NO LONGER FOOLED > In 2011, Google launched major updates designed to stop spammers – specifically unearned links > As more updates rolled out, tactics that had been effective became a liability > As a result, SEO has become an earned media approach
  13. 13. ENTER PR + SOCIAL
  14. 14. HOW GOOGLE WORKS Ranking in 2014 Know your audience. Repeat. 12 Create great, unique content that your audience will care about 3 Market your content to promote it with your audience. Share it in social media 4 Do the basic technical stuff right
  15. 15. LET’S DISTILL THAT: WHAT DOES IT TAKE? 1. Creative content 2. A great user experience 3. Relationships + Storytelling 4. A dash of technical geekery
  16. 16. “Content is the currency for building social relationships that boost earned media.” - @leeodden
  17. 17. SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful Entertains Emotional
  18. 18. ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE
  19. 19. IT BEGINS WITH CONTENT STRATEGY > Get internal commitment > Understand (and segment) your customers > Align content with the buying cycle > Build an editorial calendar 1 2 3 4
  20. 20. KEY CONSIDERATIONS Who is the audience that you need to reach? Why will they care about you? What are you doing to earn their interest? What incentive do they have to share? Finding Topics > Ask your sales team > Map the buying cycle > Q/A Sites – Quora, Yahoo! Answers, etc. > Mine social media > Follow industry, peers
  21. 21. TELLING YOUR STORY Leveraging PR > PR should be involved from outset > Ensure content aligned with audience > Build and nurture relationships > Custom pitches > Utilize social media
  22. 22. ROLE OF SOCIAL: IT RANKS WELL F500 Brands with Social Media on First Page of Google 90%
  23. 23. WHILE SOCIAL MAY NOT DIRECTLY IMPACT SEARCH RESULTS, IT HAS SECOND ORDER EFFECTS THAT CLEARLY IMPACT RESULTS.
  24. 24. SEO RELATIONS CONTENT PUBLIC DEVELOPMENT SOCIAL MEDIA
  25. 25. ZERO MOMENT OF TRUTH
  26. 26. TCHOEN CMEOPMT ENT OF TRUTH “ Shoppers make up their minds about a product in three to seven seconds. This time lapse is called the “First Moment of Truth,” and is considered the most important marketing opportunity for a brand. - Wall Street Journal
  27. 27. WINNING THE MOMENT OF TRUTH Find your 1 moments of truth 2 Get your message out to the right to the right people at the right time Paid Local Organic [Brand] Reviews! www.brand.com Real reviews from real Paid users. Get the facts first.
  28. 28. PUTTING IT ALL TOGETHER
  29. 29. SEARCH CANNOT EXIST IN A VACUUM. PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED
  30. 30. SIX BIG TAKEAWAYS > If you want earned media, become the media. > Create a content strategy, not just a blog. Get creative. > Be willing to fail repeatedly before you find what works. > Build (and nurture) relationships before you need them. > Use Google Authorship. > Research and manage your ZMOT. 1 2 3 4 5 6
  31. 31. THANK YOU.

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