The Convergence Imperative
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The Convergence Imperative

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Jason Falls's co-branded presentation with Cafepress and Elasticity for the #SIMEngage event May 15, 2014 in Cincinnati, Ohio.

Jason Falls's co-branded presentation with Cafepress and Elasticity for the #SIMEngage event May 15, 2014 in Cincinnati, Ohio.

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    The Convergence Imperative The Convergence Imperative Presentation Transcript

    • CEDAR CREEK PROPOSAL | JUL XX, 2012 1   T H E C O N V E R G E N C E IMPERATIVEWhy Search Requires Social Media and Public Relations to be Successful.
    • IABC OMAHA OCT 17, 2013 TODAY BASELINE: SEARCH 101 ENTER PR & SOCIAL MOMENTS OF TRUTH: Search & Reputation CONVERGENCE 1 2 3 4
    • IABC OMAHA OCT 17, 2013 CONVERGENCE Success (more in a moment) Public Relations Content Marketing Social Media
    • IABC OMAHA OCT 17, 2013 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
    • IABC OMAHA OCT 17, 2013 SEO HAS EVOLVED.
    • THE BASICS (IN TWO MINUTES OR LESS)
    • IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER 60 TRILLION INDIVIDUAL PAGES AND IT’S CONSTANTLY GROWING
    • IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS Google navigates the web by CRAWLING Software called “spiders” follows links from page to page.
    • IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS Google then stores the crawled pages in an INDEXCapturing a wide range of information about the page It’s over 100 million gigabytes
    • IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS When a search is entered, Google uses ALGORITHMSTo rank the results and deliver users the most relevant results. We use +200 factors to rank the results
    • IABC OMAHA OCT 17, 2013 THE ROLE OF SEO 0.0%   5.0%   10.0%   15.0%   20.0%   25.0%   30.0%   35.0%   40.0%   1   2   3   4   5   6   7   8   9  10   Enquiro  (2007)   Chi9ka  (2010)   Slingshot   (2011)   CTR BY POSITION
    • IABC OMAHA OCT 17, 2013 TO BE AN SEO SUPERHERO GET MORE LINKS The Old Way!
    • IABC OMAHA OCT 17, 2013 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
    • ENTER PR + SOCIAL
    • IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS Ranking in 2013 IABC OMAHA OCT 17, 2013 Become a thought leader1 2 Create great, unique content that your audience will care about 4 Do the basic technical stuff right 3 Market your content to promote it with your audience. Share it in social media
    • IABC OMAHA OCT 17, 2013 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 WE’RE ALL IN THE CONTENT BUSINESS 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
    • IABC OMAHA OCT 17, 2013 “Content is the currency for building social relationships that boost earned media.”
    • IABC OMAHA OCT 17, 2013 SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful Entertains Emotional
    • IABC OMAHA OCT 17, 2013 ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE
    • IABC OMAHA OCT 17, 2013 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
    • IABC OMAHA OCT 17, 2013
    • IABC OMAHA OCT 17, 2013
    • IABC OMAHA OCT 17, 2013
    • IABC OMAHA OCT 17, 2013 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
    • IABC OMAHA OCT 17, 2013 ROLE OF SOCIAL: IT RANKS WELL F500 Brands with Social Media on First Page of Google 90%
    • IABC OMAHA OCT 17, 2013 IT LENDS SOCIAL PROOF & AUTHORITY Use Google Authorship!
    • IABC OMAHA OCT 17, 2013 TWEET THIS: YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE)
    • IABC OMAHA OCT 17, 2013 CONCEPTTHE ZERO MOMENT OF TRUTH “Shoppersmakeuptheirmindsabouta productinthreetosevenseconds. Thistimelapseiscalledthe“FirstMomentof Truth,”andisconsideredthemostimportant marketingopportunityforabrand. -WallStreetJournal
    • IABC OMAHA OCT 17, 2013 WINNING THE MOMENT OF TRUTH Find your moments of truth1 2 Get your message out to the right to the right people at the right time Local  Paid   Organic   Paid   [Brand]  Reviews!   www.brand.com   Real  reviews  from  real  users.   Get  the  facts  first.    
    • PUTTING IT ALL TOGETHER
    • IABC OMAHA OCT 17, 2013 CONVERGENCE SEO & Public Relations Content Marketing Social Media WOM  
    • IABC OMAHA OCT 17, 2013 TWEET THIS: SEARCH CANNOT EXIST IN A VACUUM. PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED
    • IABC OMAHA OCT 17, 2013 SIX 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
    • IABC OMAHA OCT 17, 2013 THE MAJOR TAKEAWAY WeneedtocometotermswiththefactthatwhatGooglehas consistentlytolduswiththeiradjustmentsisthattheonlyway totrulywinsearchistoultimatelydeserveit.Youdothatby beinganawesomecompanywithawesomeproducts,great reviewsandorganiclinksgeneratedbecausepeopleenjoy talkingaboutyourcompany.
    • IABC OMAHA OCT 17, 2013 TWEET THIS: The only way to truly win search is to ultimately deserve it. Be awesome and do things that make people want to talk about you.
    • IABC OMAHA OCT 17, 2013 THANK YOU.