The Strategic Intersection of Search, Email and Social

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The Strategic Intersection of Search, Email and Social - June 16, 2011 Webinar hosted by DJ Waldow of http://socialbutterflyguy.com/

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The Strategic Intersection of Search, Email and Social

  1. 1. The Strategic Intersection of Search, Email and Social JUNE 16, 2011: 2PM – 2:45PM ET DJ Waldow & Dave Reske #BSFW A Blue Sky Factory WebinarSubscribe to email alerts about future webinars
  2. 2. About NowspeedWe offer complete end-to-endsolutions   Email Marketing   Search Marketing   Social Media  Website Design and Development Our Click-to-Customer methodology   We generate the highest qualityleads per marketing dollar spent  Our portfolio of award-winning work  Our customers’ success David Reske, Founder and President Nowspeed We deliver the best campaign dreske@nowspeed.com performance optimization andanalytics 508 616-0111 x202  Weekly review of campaign performance Twitter: davidreske  Marketing Dashboard LinkedIn: David Reske  Dedicated project manager
  3. 3. http://www.blueskyfactory.com/demo/
  4. 4. THE NEXT 45 MINUTES Brief background on email, social, and search as well as their current state.Understanding of how each channel (email, social, search) powers each other. Actionable steps that you can take (now) to begin integrating email, social, and search. 4  
  5. 5. Brief background on email, social, and search as well as their current state. 5  
  6. 6. SOCIAL MEDIA AND SEARCH 6  
  7. 7. SOCIAL MEDIA AND SEARCH 7  
  8. 8. EMAIL SOCIAL MEDIA 8  
  9. 9. HOW IS SOCIAL MEDIA INFLUENCING EMAIL MARKETING? 9  
  10. 10. SHARE OF B2B ONLINE MARKETING BUDGET 10  
  11. 11. OVER 600 (NOW 700) MILLION FACEBOOK USERS! 11  
  12. 12. 12  
  13. 13. Flickr  –  Sean  MacEntee   13  
  14. 14. 100 MILLION USERS ( NOW PUBLIC) 14  
  15. 15. YOUTUBE: 2ND LARGEST SEARCH ENGINE 15  
  16. 16. 16  
  17. 17. 17  
  18. 18. Download the full report here. 18  
  19. 19. INBOUND VS OUTBOUND MARKETING•   Direct  Mail   Outbound  •   Email  •   Social   •   Search   •   Web   Inbound   •   Social   19  
  20. 20. OPTIMIZED INTEGRATED MARKETING   Search   PPC/ Keywords, Social   SEO   Content Offers Media     Email   Optimized Website, Content Landing Pages Email Social Media Nurture Nurture 20  
  21. 21. ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION? Social Email Media Search 21  
  22. 22. HOW DOES YOUR EMAIL MARKETING PROGRAM COMPARE WITH SOCIAL SEARCH?Email Marketing Social Media Search •  Number of Email •  Number of Likes and •  Available Search Addresses Followers Traffic •  Number of messages •  Number of messages •  Visibility and sent sent Impressions •  Clicks - Click Through •  Clicks - Click Through •  Clicks - Click Through Rate Rate Rate •  Conversion Rate •  Conversion Rate •  Conversion Rate 22  
  23. 23. Understanding of how each channel (email, social, search) powers each other. 23  
  24. 24. INTEGRATION: SEARCH, EMAIL SOCIAL Email Social Search Media 24  
  25. 25. WHAT ALL MARKETERS WANT 25  
  26. 26. INTEGRATION: EMAIL SOCIAL Use Social Media to buildyour house list Create social links in emailto promote sharing Share email content Email on social media sites as you send your email Use email to drive Socialtraffic to social media sites Search Send email to Social Media influencers Media Nurture contacts with both email and social media 26  
  27. 27. USE SOCIAL MEDIA TO GROW YOUR LIST 27  
  28. 28. USE EMAIL TO ENCOURAGE SOCIAL SHARING 28  
  29. 29. USE TWITTER TO GROW YOUR LIST 29  
  30. 30. USE FACEBOOK TO GROW YOUR LIST 30  
  31. 31. USE FACEBOOK TO GROW YOUR LIST 31  
  32. 32. USE FACEBOOK TO GROW YOUR LIST 32  
  33. 33. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33  
  34. 34. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK 34  
  35. 35. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK 35  
  36. 36. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK The More You “Like” The More You Save 36  
  37. 37. TARGETED EMAIL TO SOCIAL MEDIA INFLUENCERS Send  targeted  email  to  influencers   with  social  media  accounts   IdenGfy   Email   Influencers   Social  House  Email   InvitaGon  or   post   media   Traffic!   List   Special   content  -­‐   Influencers   Content   ExponenGal   on  List   37  
  38. 38. NUTURE LIST; MOVE THROUGH BUYING PROCESS   Search   PPC/ Keywords, Social   SEO  Content Offers Media     Email   Optimized Website, Content Landing Pages Email Social Media Nurture Nurture 38  
  39. 39. INTEGRATION: EMAIL SEARCH Use Social Media to build Use search to build opt-your house list in email lists Create social links in email Put Email content on Website and SEO Email to promote sharing optimize to drive traffic Share email content on social media sites Use paid search to testas you send your email messages and offers Use email to drive traffic to social media sites Social Search Send email to Social Media influencers Media Nurture contacts with both email and social media 39  
  40. 40. EMAIL IS NOT INTEGRATED WITH SEARCH 40  
  41. 41. USE SEARCH TO BUILD EMAIL LIST 41  
  42. 42. LEVERAGE EMAIL CONTENT ON SEO-OPTIMIZED LANDING PAGES – SOCIAL MEDIA SHARING 42  
  43. 43. INTEGRATION: EMAIL, SEARCH, SOCIAL Use Social Media to build Use search to build opt-inyour house list email lists Create social links in email Put Email content on Websiteto promote sharing Email and SEO optimize to drive traffic Share email content on social media sites Use paid search to testas you send your email messages and offers Use email to drive traffic to social Socialmedia sites Search Send email to Social Media influencers Media Nurture contacts with both email and Search to drive social media traffic and followers social media SEO Optimize social media sites 43  
  44. 44. BUILD AUDIENCE WITH PAID ORGANIC SEARCH •  Increase search engine rank on selected keywords •  Increase overall traffic to the site •  Optimize Cost/Conversion 44  
  45. 45. USE SOCIAL MEDIA TO DOMINATE SEARCH RESULTS 45  
  46. 46. INTEGRATION: EMAIL, SEARCH, SOCIAL Use Social Media to build Use search to build opt-inyour house list email lists Create social links in email Put Email content on Websiteto promote sharing Email and SEO optimize to drive traffic Share email content on social media sites Use paid search to testas you send your email messages and offers Use email to drive traffic to social Socialmedia sites Search Send email to Social Media influencers Media Nurture contacts with both email and Search to drive social media traffic and followers social media SEO Optimize social media sites 46
  47. 47. Actionable steps that you can take (now) to begin integrating email, social, and search. 47  
  48. 48. TIME FOR A NEW STRATEGY Social Email Media Search Email Social Search Media 48  
  49. 49. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Adwords Direct content Organic Ads on Paid Get Seen Social Sites Search Search Video Keyword filled Optimizecontent with links Build LandingSocial Media Links Pages Comments Press Releases Article Distribution Easy to share SEO WebKeyword filled Website Content Hub-page 49  
  50. 50. http://www.blueskyfactory.com/intersection
  51. 51. DJ Waldow, Director Community at Blue David Reske, Founder and President Sky Factory Nowspeed dreske@nowspeed.com djwaldow on all social networks or type 508 616-0111 x202 “DJ Waldow” in your favorite search Twitter: davidreske engine LinkedIn: David Reske 51  

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