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...
IABC OMAHA OCT 17, 2013 
TODAY 
BASELINE: SEARCH 101 
ENTER PR & SOCIAL 
MOMENTS OF TRUTH: Search & Reputation 
CONVERGENC...
CONVERGENCE 
Content 
Marketing 
Success 
(on and 
offline) 
Public 
Relations 
IABC OMAHA OCT 17, 2013 
Social 
Media
LET’S START BY DISPELLING A FEW 
MYTHS 
IABC OMAHA OCT 17, 2013 
R.I.P 
SEO 
1995 - 2013 
1001101010100 
10111010110101 
0...
SEO HAS EVOLVED. 
IABC OMAHA OCT 17, 2013
THE BASICS (IN TWO 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. 
IABC...
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 
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...
TO BE AN SEO 
SUPERHERO 
GET MORE LINKS 
IABC OMAHA OCT 17, 2013 
The O ld Way!
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 2013 
Become a thought leader 12 
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 
Public Relations 
IABC OMAHA OCT 17, 2013 
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 
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...
IABC OMAHA OCT 17, 2013
IABC OMAHA OCT 17, 2013
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 
Use Goog le Authors hip!
TWEET THIS: 
YES, SOCIAL MEDIA DIRECTLY 
IMPACTS HOW SITES RANK. 
(ACCORDING TO GOOGLE) 
IABC OMAHA OCT 17, 2013
TCHOEN CZEEPRTO MOMENT OF TRUTH “ Shoppers make up their minds about a 
product in three to seven seconds. 
This time laps...
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
CONVERGENCE 
Content 
Marketing 
SEO & 
Public 
Relations 
IABC OMAHA OCT 17, 2013 
Social 
Media 
WOM
TWEET THIS: 
SEARCH CANNOT EXIST IN A 
VACUUM. 
PR, SEARCH & SOCIAL MUST 
BE INTEGRATED TO SUCCEED 
IABC OMAHA OCT 17, 201...
SIX TAKEAWAYS 
> If you want earned media, become the media. 
> Create a content strategy, not just a blog. Get creative. ...
THE MAJOR TAKEAWAY 
We need to come to terms with the fact that what Google has 
consistently told us with their adjustmen...
TWEET THIS: 
The only way to truly win search is to 
ultimately deserve it. Be awesome 
and do things that make people wan...
THANK YOU. 
IABC OMAHA OCT 17, 2013
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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.

Published in: Marketing, Technology, Business

The Convergence Imperative

  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. IABC OMAHA OCT 17, 2013 TODAY BASELINE: SEARCH 101 ENTER PR & SOCIAL MOMENTS OF TRUTH: Search & Reputation CONVERGENCE 1 2 3 4
  3. 3. CONVERGENCE Content Marketing Success (on and offline) Public Relations IABC OMAHA OCT 17, 2013 Social Media
  4. 4. LET’S START BY DISPELLING A FEW MYTHS IABC OMAHA OCT 17, 2013 R.I.P SEO 1995 - 2013 1001101010100 10111010110101 0011101010001 10101110101101 0100111010100 011 SEO IS NOT DEAD SEO IS NOT MAGIC SEO IS JUST TECHNICAL
  5. 5. SEO HAS EVOLVED. IABC OMAHA OCT 17, 2013
  6. 6. THE BASICS (IN TWO MINUTES OR LESS)
  7. 7. 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
  8. 8. HOW GOOGLE WORKS Google navigates the web by CRAWLING Software called “spiders” follows links from page to page. IABC OMAHA OCT 17, 2013
  9. 9. HOW GOOGLE WORKS Google then stores the crawled pages in an INDEX Capturing a wide range of information about the page IABC OMAHA OCT 17, 2013 It’s over 100 million gigabytes
  10. 10. 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
  11. 11. 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) Chi9ka (2010) Slingshot (2011) CTR BY POSITION
  12. 12. TO BE AN SEO SUPERHERO GET MORE LINKS IABC OMAHA OCT 17, 2013 The O ld Way!
  13. 13. 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
  14. 14. ENTER PR + SOCIAL
  15. 15. HOW GOOGLE WORKS Ranking in 2013 Become a thought leader 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 IABC OMAHA OCT 17, 2013
  16. 16. 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
  17. 17. WE’RE ALL IN THE CONTENT BUSINESS Public Relations IABC OMAHA OCT 17, 2013 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 @TopRankMarke9ng
  18. 18. IABC OMAHA OCT 17, 2013 “Content is the currency for building social relationships that boost earned media.” -- @leeodden
  19. 19. SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful IABC OMAHA OCT 17, 2013 Entertains Emotional
  20. 20. ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE IABC OMAHA OCT 17, 2013
  21. 21. 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
  22. 22. IABC OMAHA OCT 17, 2013
  23. 23. IABC OMAHA OCT 17, 2013
  24. 24. IABC OMAHA OCT 17, 2013
  25. 25. 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
  26. 26. ROLE OF SOCIAL: IT RANKS WELL F500 Brands with Social Media on First Page of Google IABC OMAHA OCT 17, 2013 90%
  27. 27. IT LENDS SOCIAL PROOF & AUTHORITY IABC OMAHA OCT 17, 2013 Use Goog le Authors hip!
  28. 28. TWEET THIS: YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE) IABC OMAHA OCT 17, 2013
  29. 29. TCHOEN CZEEPRTO MOMENT 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 IABC OMAHA OCT 17, 2013
  30. 30. 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 IABC OMAHA OCT 17, 2013 Paid Local Organic [Brand] Reviews! www.brand.com Real reviews from real Paid users. Get the facts first.
  31. 31. PUTTING IT ALL TOGETHER
  32. 32. CONVERGENCE Content Marketing SEO & Public Relations IABC OMAHA OCT 17, 2013 Social Media WOM
  33. 33. TWEET THIS: SEARCH CANNOT EXIST IN A VACUUM. PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED IABC OMAHA OCT 17, 2013
  34. 34. 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. IABC OMAHA OCT 17, 2013 1 2 3 4 5 6
  35. 35. THE MAJOR TAKEAWAY We need to come to terms with the fact that what Google has consistently told us with their adjustments is that the only way to truly win search is to ultimately deserve it. You do that by being an awesome company with awesome products, great reviews and organic links generated because people enjoy talking about your company. IABC OMAHA OCT 17, 2013
  36. 36. 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
  37. 37. THANK YOU. IABC OMAHA OCT 17, 2013
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