Semne 7 21 09 2


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Presentation made in conjuncation with panel participation at SEMNE meeting, July 21, 2009. Providence, Rhode Island.

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  • Search has certainly changed marketing. There are new opportunities, new job functions, new specialties, new job titles and new – as yet to be determined – career paths, many of which you have already heard about today.
  • But the fundamentals still rule. The one’s we are going to touch on here are sales and marketing strategy, creativity, management, human relations and industry content.
  • Viewing emerging opportunities in the context of these fundamentals can have many benefits. It can improve your effectiveness at SEM, increase your value to your employers or clients, guide hiring and team building, shape your career path and much else. We’ll start with a look at where SEM fits in the broader business space
  • Mostly in business – government – politics – social service – but still have a market and are selling to it
  • Fits in to the area marketing communications. Traditionally, Marketing communications consists of three main areas;
  • advertising
  • Promotion
  • Publicity – The represent three related by distinct ways of communicating with your markets. Advertising is when you tell everybody you are a great catch PROMOTION is when your MOTHER tells everyone you qreat catch PUBLICITY is when your SPOUSE tells everyone you are a great catch. To take another analogy – advertising is when you tell everyone you would make a great employee, through your resume, etc, PROMOTION is when Onward Search says you would make a great employee, and PUBLICITY is when your REFERENCES say you would be a great employee.
  • Advertising tradtionally includes print, broadcast, advertisng and collateral such as brochures, which is ,
  • Transitioning into search engine advertising, website advertising online directories, as well as company sponsored web sites. Generally advertising is about persuasion
  • In the promotional area you usually find direct marketing – what used to be called direct mail, incentives, such as sweepstakes, special events, such as the Macy’s thanksgiving parade, showing up in the right parties. While there are elements of persuasion here for sure, it is more about selling by entertaining and association with things they like. Everyone loves a parade, a tee shirt and a free lunch.
  • In the electronic world – email marketing and web seminars might fit here. I would also put back link development and blog posting here, because it as a way of keeping your company or your client brand in front of the market
  • If advertising about persuasion, promotion about entertainment, PR is more about information. Public relations, more so than the others, you are subject to objective, third party validation. You can’t say what you want to say, it passes through an editorial filter. As such, it is among the most effective ways to communicate with your markets, but the amount of space that you can get is limited. In this way it is very
  • This is no different than in dealing with the online media – whether they are online magazine or blogs, but it is also very much like natural SEO. Getting more that two spots in the Google top ten, for example, is a challenge. But the challenges come new opportunities, knowing how to optimize a press release can not only help bring your pages into the top ten, for example, the press release itself may show up there as well. And social media relations fit in the general publicity are as well, since unless you bring valuable content to the table, you won’t have much credibility. And now there is a CRM dimension – because news releases often bypass the media they are also a way of communicating directly with your markets – which is something that traditional PR didn’t have to worry about. These are not hard and fast classifications, are more indicative of career paths. People tend to move between advertising and promotion, and promotion and PR, but usually the person drawn to advertising has a different skill set that tne person drawn to PR. Similar, we are seeing people in these traditional areas moving into the search related areas and see some of the traditional areas as ways of search professionals to expand their repertoire.
  • Media and methodology are the things that have changed the most. Used to be, for example, that the production manager was among the highest paid guys in an ad agency. The first agency I was with marked up production costs 50 percent, with the understanding that they would pay to re-run the job if the client wasn’t happy with the result. Today it is the Web guy whose next is on the line if the site crashes over the weekend and the company loses business. The methodologies by which we leverage the new media are different too. Just as there is a basic set of procedures and best practices for developing an news release and pitching a story to an editor, for example, there are techniques for Natural SEO, which can yield results. If you know the basics and gain experience in applying them, you may be able to build a career as a specialist. But, building your career around a technique only, would be equivalent to relying on website optimization tools to optimize a site. Surely they can get you in the ballpark, but effective, sustainable optimization will require attention to fundamentals, which often have little or nothing to do with new media or search methodologies. I know I am preaching to the choir here, but attention to the fundamentals is in some ways so obvious that it easy to take them for granted. Sherlock Holmes said something there is nothing so deceptive as an obvious fact. Sales & marketing savvy is certainly among the most important. I spoke with a woman recently who had hired someone to design a website for her site and she had asked if he could help with traffic as well. “Oh yeah, search engine optimization,” he said, “we do that. Just tell me what keywords you want to use and we’ll take it from there.” Now surely, even beyond the tools, you all have keyword discovery methodologies that can guide clients in the process of determining which words and phrases are most important to their businesses, and then you can help them evaluate which would bear the most fruit in the web, but at some point the discussion flips to some serious soul-searching about what the company actually sells and what they really want to call it. Surely these decisions are impacted by web search behavior, but fundamentally it is business decision on the part of your client or employer. I had client that sold software that interpreted information about the health of manufacturing equipment to help with maintenance. People who use this software are searching for “condition monitoring” software. The client, however, says its software offers expanded functionality and wants to call it “condition management” software. This was wise from a branding and positioning stand point except no one is searching for “condition management” software. The difference – according to Google anyway – is 27,900 monthly searches on the phrase “condition monitoring” versus “not enough data” on “condition management.” The discussion is still underway, some if the issues are balancing the trade offs between a popular and a unique term. If for example, the client is committed to the term “condition management” we might propose a full blown campaign aimed and introducing that term into the industry and using the search popularity as an indicator of success. Such a massive campaign would be almost unthinkable with SEM and social media expertise, but the underlying decision is a fundamental marketing decision. Creativity Where technique has a kind of a past orientation – in which you can rely on things that have been shown before, creativity requires coming up with solutions that never existed before. And it is not limited to design and clever copy. Having spent most of my career in the Public Relations divisions of integrated marketing agencies, it used sort of annoy me to make a distinction between the “creative department” where the designers and ad copy writers lived, and the rest of the agency. Converting a technical white paper into an interesting magazine cover feature that helps sell a product while informing a reader certainly takes considerable creativity as would now, converting that to desirable web content. Likewise, packing several words and phrases into a title tag that appeals to both the reader the spider does to. Where the distinction does stand, however, is that those designers and ad copy writers, creative thinking is a full time job. For PR and SEM is only part of the job. Management Where technique is driven by the successes of the past, and creativity by future possibilities, management lives in the here and now. One survey of executive decision makers showed that all agreed that the most effective decision making was to research options, weigh the pros and the cons of those options, and then make the best choice based on those options – in other words to apply technique and planning – but very few said they actually made decisions that way – in most cases they were shooting from the hip based on the best information that they had available. That’s management. Like creativity, that is something that not everyone can – or even wants to do – but is definitely something that carries across multiple job titles and is essential to SEM. Human Relations- Human relations can definitely be part of management. When situations get out of control, the ability to work effectively with clients, employers, employees and co-workers can sometimes be the only resource you have to keep things on track. And finally, Industry Knowledge – how much you know about what you are selling – whether it is plastics or peanut butter, the easier it will be to wield technique, plans, creative and manage situations. Now I am not saying that success requires one person to have all of these capabilities, although you certainly need to understand which are you, which are things you like to do, which are things you want to learn to do, which you do grudging, and which you may never do. If you’ve done and Myers Briggs type training, they identify 16 different personality types based on abilities in areas very much like these, and compare it to right handedness versus left handedness. You can do most anything with either hand, but you are a lot more comfortable doing things with one hand rather than the other. When I’m hiring people, I look for expertise in at least two of these areas and a potential in a third, figuring we can train for that. So if I am filling a position for a high tech client and a find an engineer with marketing experience, and interested in pr or SEO, we can teach him the basic methods. Likewise, if someone comes in with extensive SEM experience, and management ability, he can learn the vertical content knowledge on the job. So it is kind of like you major in one area, minor in another, and then have some side specialities. – media or methods – you may find that your options are limited. What if twitter – or the next twitter –turns search engine marketing inside out? Surely, you will learn the n
  • Semne 7 21 09 2

    1. 1. Finding a Career in Search Providence , Rhode Island July 21, 2009 SEMNE
    2. 2. the more things change
    3. 3. John Nero Vice President, Public Relations and Integrated Services Tiziani Whitmyre Sharon, Mass.
    4. 4. the more they stay the same
    5. 5. Search has Changed Marketing <ul><li>New job functions </li></ul><ul><li>New specialties </li></ul><ul><li>New job titles </li></ul><ul><li>New career paths </li></ul><ul><li>New opportunities </li></ul>
    6. 6. But Fundamentals Still Rule <ul><li>Sales & Marketing Strategy </li></ul><ul><li>Creativity </li></ul><ul><li>Management </li></ul><ul><li>Human Relations </li></ul><ul><li>Industry Content </li></ul>
    7. 7. Attending to Fundamentals Can <ul><li>Improve basic SEM performance </li></ul><ul><li>Increase your value to employers/clients </li></ul><ul><li>Guide hiring and team building </li></ul><ul><li>Shape your career path </li></ul>
    8. 8. SEM in the Business Space Marketing Sales
    9. 9. SEM in the Business Space Marketing Sales Marketing Communications
    10. 10. Advertising
    11. 11. Advertising Promotion
    12. 12. Advertising Promotion Publicity
    13. 13. Advertising Promotion Publicity Print Broadcast Billboard, etc. Collateral
    14. 14. Advertising Promotion Publicity Search engines Website adv Directories PPI/PPC/PPL Company Websites Print Broadcast Billboard, etc. Collateral
    15. 15. Advertising Promotion Publicity Direct Marketing Incentives Special Events Appearances Search engines Website adv Directories PPI/PPC/PPL Company Websites Print Broadcast Billboard, etc. Collateral
    16. 16. Advertising Promotion Publicity Email marketing Web seminars Back links Blog posts Direct Marketing Incentives Special Events Appearances Search engines Website adv Directories PPI/PPC/PPL Company Websites Print Broadcast Billboard, etc. Collateral
    17. 17. Advertising Promotion Publicity Media Relations News Releases Feature Articles Direct Marketing Incentives Special Events Appearances Email marketing Web seminars Back links Blog posts Search engines Website adv Directories PPI/PPC/PPL Company Websites Print Broadcast Billboard, etc. Collateral
    18. 18. Advertising Promotion Publicity Media Relations News Releases Feature Articles Online media relations Natural SEO Optimized news releases Social Media Direct channel to market Direct Marketing Incentives Special Events Appearances Print Broadcast Billboard, etc. Collateral Email marketing Web seminars Back links Blog posts Search engines Website adv Directories PPI/PPC/PPL Company Websites
    19. 19. Marcomm Manager SEO Manager SEO Specialist Content developer Blogger Account Manager Web developer, designer Copywriter Paid Search Manager Advertising Promotion Publicity Account Exec/Manager Designer Copywriter Production Manger Media buyer Affiliate Marketing Manager Link Acquisition specialist Director of social media PR Account Exec (Writer Media Relations PR Strategist) Event Planner Promotions Manager Database manager
    20. 20. Marketing Communications Fundamentals <ul><li>Media </li></ul><ul><li>Methodology </li></ul><ul><li>Sales & Marketing </li></ul><ul><li>Creativity </li></ul><ul><li>Management </li></ul><ul><li>Human Relations </li></ul><ul><li>Industry Knowledge </li></ul>
    21. 22. Electronic Commerce Specialists (Information Technology) <ul><li>Market products on proprietary websites </li></ul><ul><li>Produce online advertising </li></ul><ul><li>Determine web site content and design </li></ul><ul><li>Analyze consumer preferences and online sales </li></ul>
    22. 23. What’s in a name? <ul><li>The JAR Group wants you to create your own *damm* search marketing job! </li></ul><ul><ul><li>“ You can apply to us as a Director of Search Marketing, a Search Strategist, or even a Lion Tamer for all we care…” </li></ul></ul><ul><li>Contributes to advancement of industry </li></ul><ul><li>Helps in defining career path </li></ul><ul><li>Help you get found on Linked-in, Twitter </li></ul>
    23. 24. You can call me… Director Manager Specialist Search Engine Marketing Search Engine Optimization SEM SEO
    24. 26. Education and Training <ul><li>US Office of Education </li></ul><ul><ul><li>Classification of Instructional Programs </li></ul></ul><ul><li>College Board </li></ul><ul><ul><li>ECommerce </li></ul></ul><ul><ul><li>Marketing Communications </li></ul></ul><ul><li>SEMPO Institute </li></ul>
    25. 27. The Final Frontier CONVERSION
    26. 28. The Final Frontier CONVERSION Thank You John Nero [email_address]
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