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HOW Y ’ I N Z 
DOIN’ ? 
Driving Engagement and Action Online 
To Bring People To Pixburg 
CEDAR CREEK PROPOSAL | JUL XX, 2...
IABC OMAHA OCT 17, 2013 
TODAY 
TWO KINDS OF MARKETING 
HOW DO DESTINATIONS 
LEVERAGE THEM? 
SEARCH, SOCIAL & PR 
CONVERGE...
TWO TYPES OF MARKETING 
BRAND 
MARKETING 
IABC OMAHA OCT 17, 2013 
DIRECT 
RESPO 
NSE
OUR OBJECTIVES 
How do I get their attention? 
(Brand) 
How do I raise their curiosity? 
(Brand) 
How do I get them to rai...
BUT NOT JUST WITH SOCIAL!!!
SEO HAS EVOLVED. 
IABC OMAHA OCT 17, 2013
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 
IABC OMAHA OCT 17, 2013 
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 1...
TO BE AN SEO 
SUPERHERO 
GET MORE LINKS 
IABC OMAHA OCT 17, 2013
GOOGLE: NO LONGER FOOLED 
> In 2011, Google launched major 
updates designed to stop spammers 
– specifically unearned lin...
HOW GOOGLE WORKS 
Ranking in 2013 
1 Become a thought leader 
2 Create great, unique content 
that your audience will care...
LET’S DISTILL THAT: WHAT DOES IT TAKE? 
1. Creative content 
2. A great user experience 
3. Relationships + Storytelling 
...
WE’RE ALL IN THE CONTENT BUSINESS 
IABC OMAHA OCT 17, 2013 
Public Relations 
Messaging 
Press Releases 
Pitches 
Blog Pos...
IABC OMAHA OCT 17, 2013 
“Content is the 
currency for 
building social 
relationships 
that boost 
earned media.” 
-- @le...
SO, WHAT MAKES CONTENT “GREAT” 
Original Simple 
Valuable & 
Useful 
IABC OMAHA OCT 17, 2013 
Entertains Emotional
ABOVE ALL, CONTENT 
IABC OMAHA OCT 17, 2013 
MUST BE 
RELEVANT 
TO YOUR TARGET 
AUDIENCE
KEY CONSIDERATIONS 
Who is the audience that you need to reach? 
Why will they care about you? 
What are you doing to earn...
IABC OMAHA OCT 17, 2013
TELLING YOUR STORY 
IABC OMAHA OCT 17, 2013 
Leveraging PR 
> PR should be involved 
from outset 
> Ensure content aligned...
ROLE OF SOCIAL: IT RANKS WELL 
F500 Brands with Social 
Media on First Page of Google 
IABC OMAHA OCT 17, 2013 
90%
IT LENDS SOCIAL PROOF & AUTHORITY 
IABC OMAHA OCT 17, 2013
THE TRUTH ABOUT ORGANIC REACH 
IABC OMAHA OCT 17, 2013
IABC OMAHA OCT 17, 2013 
CONTENT IS 
FIRE 
SOCIAL MEDIA IS 
GASOLINE 
- Best-Selling Author Jay Baer
TWEET THIS: 
YES, SOCIAL MEDIA DIRECTLY 
IMPACTS HOW SITES RANK. 
(ACCORDING TO GOOGLE) 
IABC OMAHA OCT 17, 2013
PUTTING IT ALL TOGETHER
HOW DOES THIS TRANSLATE? 
> It’s more than sharing recipes, events or your product 
> It’s more than your specials, deals ...
IABC OMAHA OCT 17, 2013
IABC OMAHA OCT 17, 2013
IABC OMAHA OCT 17, 2013
IABC OMAHA OCT 17, 2013
IABC OMAHA OCT 17, 2013
CONVERGENCE 
Content 
Marketing 
SEO & 
Public 
Relations 
IABC OMAHA OCT 17, 2013 
Social 
Media 
WO 
M
WHAT TO MEASURE 
IABC OMAHA OCT 17, 2013
MEASURE TO YOUR GOAL 
IABC OMAHA OCT 17, 2013 
> Conversions 
> Leads 
> Awareness 
> Referrals 
> Feedback/Custom Service...
IABC OMAHA OCT 17, 2013
TWEET THIS: 
The only way to truly win search & 
social is to ultimately deserve it. Be 
awesome and do things that make 
...
BEAT ‘EM BUCS 
IABC OMAHA OCT 17, 2013
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How Yinz Doin?

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Jason Falls, surrogate Yinzer, provides straight talk about social, PR and SEO to the VisitPittsburgh Social Media Event from June, 2014.

Published in: Marketing, Technology, Business
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  • First, let’s start with a few myths.
  • But, there’s no doubt that it has changed dramatically. I’ve been involved in search marketing for more than a decade. And, in the past three years, I’ve seen some very fundamental shifts in what it takes to achieve higher rankings, more traffic and more conversions.
  • Strategies designed to increase the visibility of a site in the organic search results for specific search terms.

    Long-term event
  • When Google entered the game, they revolutionized how search engines worked. Their ranking system was based on links. They looked at how scientific papers were ranked – by citations – and applied the same principle to the Internet.

    And, for a long time, it was great, especially for those in my line of work. You could fairly easily manipulate rankings. It was really easy. Submit your site to some directories. Pay a guy in his basement to add your site to a bunch of spammy article marketing sites and maybe buy a few hundred links and, BAM! You’re an SEO superhero.
  • Of course, that couldn’t last. Google released some updates to change how they ranked sites. Their mission is relevance. And, they thought that the deluge of spammy content and links were hurting users. Which it was. So, they cleaned house. They started punishing sites that had “bad” links. And, nearly overnight, brands large and small that had been using these tactics found their visibility dramatically reduced.
  • Links still matter, but how you get them – how you earn them, has fundamentally changed how marketers should think about SEO in 2013 and beyond.
  • FACTORS: CONTENT, RELATIONSHIPS, SOCIAL, DASH OF TECHNICAL
  • Hummingbird
  • Meaningful content delivered to a specific audience, designed to elicit a specific outcome.
  • Meaningful content delivered to a specific audience, designed to elicit a specific outcome.
  • Hummingbird
  • SolWaveHouse – Mallorca, Spain – Tweet experience hotel
  • First, let’s start with a few myths.
  • First, let’s start with a few myths.
  • Transcript of "How Yinz Doin?"

    1. 1. HOW Y ’ I N Z DOIN’ ? Driving Engagement and Action Online To Bring People To Pixburg CEDAR CREEK PROPOSAL | JUL XX, 2012 1
    2. 2. IABC OMAHA OCT 17, 2013 TODAY TWO KINDS OF MARKETING HOW DO DESTINATIONS LEVERAGE THEM? SEARCH, SOCIAL & PR CONVERGENCE MEASURING SUCCESS 1 2 3 4
    3. 3. TWO TYPES OF MARKETING BRAND MARKETING IABC OMAHA OCT 17, 2013 DIRECT RESPO NSE
    4. 4. OUR OBJECTIVES How do I get their attention? (Brand) How do I raise their curiosity? (Brand) How do I get them to raise their hand? (Direct) IABC OMAHA OCT 17, 2013 1 2 3 4
    5. 5. BUT NOT JUST WITH SOCIAL!!!
    6. 6. SEO HAS EVOLVED. IABC OMAHA OCT 17, 2013
    7. 7. 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 IABC OMAHA OCT 17, 2013
    8. 8. THE ROLE OF SEO IABC OMAHA OCT 17, 2013 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) Chitika (2010) Slingshot (2011) CTR BY POSITION
    9. 9. TO BE AN SEO SUPERHERO GET MORE LINKS IABC OMAHA OCT 17, 2013
    10. 10. 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 IABC OMAHA OCT 17, 2013
    11. 11. HOW GOOGLE WORKS Ranking in 2013 1 Become a thought leader 2 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 IABC OMAHA OCT 17, 2013
    12. 12. 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 IABC OMAHA OCT 17, 2013
    13. 13. WE’RE ALL IN THE CONTENT BUSINESS IABC OMAHA OCT 17, 2013 Public Relations Messaging Press Releases Pitches Blog Posts White Papers Social Content Events Digital Marketing Blog posts Social media Ad Copy Website copy Email marketing Video White papers Slide inspired by @leeodden at @TopRankMarketing
    14. 14. IABC OMAHA OCT 17, 2013 “Content is the currency for building social relationships that boost earned media.” -- @leeodden
    15. 15. SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful IABC OMAHA OCT 17, 2013 Entertains Emotional
    16. 16. ABOVE ALL, CONTENT IABC OMAHA OCT 17, 2013 MUST BE RELEVANT TO YOUR TARGET AUDIENCE
    17. 17. 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? IABC OMAHA OCT 17, 2013 Finding Topics > Ask your sales team > Map the buying cycle > Q/A Sites – Quora, Yahoo! Answers, etc. > Mine social media > Follow industry, peers
    18. 18. IABC OMAHA OCT 17, 2013
    19. 19. TELLING YOUR STORY IABC OMAHA OCT 17, 2013 Leveraging PR > PR should be involved from outset > Ensure content aligned with audience > Build and nurture relationships > Custom pitches > Utilize social media
    20. 20. ROLE OF SOCIAL: IT RANKS WELL F500 Brands with Social Media on First Page of Google IABC OMAHA OCT 17, 2013 90%
    21. 21. IT LENDS SOCIAL PROOF & AUTHORITY IABC OMAHA OCT 17, 2013
    22. 22. THE TRUTH ABOUT ORGANIC REACH IABC OMAHA OCT 17, 2013
    23. 23. IABC OMAHA OCT 17, 2013 CONTENT IS FIRE SOCIAL MEDIA IS GASOLINE - Best-Selling Author Jay Baer
    24. 24. TWEET THIS: YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE) IABC OMAHA OCT 17, 2013
    25. 25. PUTTING IT ALL TOGETHER
    26. 26. HOW DOES THIS TRANSLATE? > It’s more than sharing recipes, events or your product > It’s more than your specials, deals or facilities > It’s about creating compelling reasons to dine/visit/talk/share > It’s about making a compelling argument they MUST visit > What makes your audience say “Holy Smokes?” Do that. A lot. IABC OMAHA OCT 17, 2013 > Examples … 1 2 3 4 5 6
    27. 27. IABC OMAHA OCT 17, 2013
    28. 28. IABC OMAHA OCT 17, 2013
    29. 29. IABC OMAHA OCT 17, 2013
    30. 30. IABC OMAHA OCT 17, 2013
    31. 31. IABC OMAHA OCT 17, 2013
    32. 32. CONVERGENCE Content Marketing SEO & Public Relations IABC OMAHA OCT 17, 2013 Social Media WO M
    33. 33. WHAT TO MEASURE IABC OMAHA OCT 17, 2013
    34. 34. MEASURE TO YOUR GOAL IABC OMAHA OCT 17, 2013 > Conversions > Leads > Awareness > Referrals > Feedback/Custom Service > Content Accumulation 1 2 3 4 5 6
    35. 35. IABC OMAHA OCT 17, 2013
    36. 36. TWEET THIS: The only way to truly win search & social is to ultimately deserve it. Be awesome and do things that make people want to talk about you. IABC OMAHA OCT 17, 2013
    37. 37. BEAT ‘EM BUCS IABC OMAHA OCT 17, 2013
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