The Future of Search in a Social World

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The worlds of SEO, social media, and public relations are coming together quickly to form a brand new world: relationship marketing.

The worlds of SEO, social media, and public relations are coming together quickly to form a brand new world: relationship marketing.

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  • 1. THE FUTURE OF SEARCH IN A SOCIAL WORLD SEO + Social + PR Alison Groves Raven Internet Marketing Tools
  • 2. “THE BEFORE TIMES”
  • 3. STUFF THOSE KEYWORDS, SON!
  • 4. I’M GOING TO SUBMIT MY CONTENT TO THE ENTIRE INTERNET! (No, really, don’t. Seriously, stop. Don’t.)
  • 5. YEAH...THOSE LINKS ARE RELEVANT. #YOURETHEWORST JC Penny: http://raven.im/NYTpenney
  • 6. EVERYBODY HAVE FUN TONIGHT! AND LINK TO EACH OTHER….
  • 7. WHERE DO I RANK?!
  • 8. MORE MAIL, PLEASE!!!!
  • 9. PRESS RELEASES AND PHONE CALLS! Oh my!
  • 10. BUT....NOW.....
  • 11. WHO KNOWS YOU BETTER THAN YOUR FRIENDS?
  • 12. GOOGLE’S ANIMALS, SHUTTING IT DOWN. Resource: Animal proof your site
  • 13. OUR NEW SEARCH REALITY
  • 14. Y U NOT THE SAME? Y U NOT BE MANIPULATED?
  • 15. BIRMINGHAM COFFEE SEARCH IN BIRMINGHAM
  • 16. SEO + SOCIAL + PR = THE “NEW” MARKETING
  • 17. SEARCH CONTAINS… • Creating relative content • Acquiring links (really, mentions), and building relationships with site owners • Technical website code or markup (schema.org) Resource: http://schema-creator.org
  • 18. SOCIAL CONTAINS… • Listening and sharing • Relationship building • Managing both (Community!)
  • 19. PR CONTAINS… • Brand storytelling (or content creation) • Relationship building • Relationship nurturing (community!)
  • 20. Relationships are the key to the “new” marketing.
  • 21. ARE YOU A TRUSTED PERSON? ! IS YOUR STORY RELEVANT?
  • 22. HOW DO WE GAIN TRUST? (Not this trust fall, I assure you.)
  • 23. AUTHORSHIP How Google determines (and trusts!) that you are an authority. Resource: raven.im/relauth
  • 24. BECOME A THOUGHT LEADER Build relevancy. Built trust.
  • 25. HOW DO WE CREATE RELEVANT STORIES? • Participate in the conversation wherever your audience is • Pay attention to social media • Answer every question your audience has, even the ones they don’t know they have. • Be authentic
  • 26. BECAUSE YOU’RE AN AUTHORITY…. YOUR CONTENT IS DISCOVERED. Marcus Sheridan: YouTube
  • 27. BECAUSE YOUR CONTENT IS GREAT… SOMEONE SHARES IT.
  • 28. BECAUSE THEY SHARE IT… YOU FIND THEM.
  • 29. BECAUSE YOU FIND THEM AND BUILD RELATIONSHIP…. THEY BECOME A LIFELONG CUSTOMER, WORD SPREADS.
  • 30. BECAUSE WORD SPREADS… THE CYCLE BEGINS AGAIN.
  • 31. THIS PRODUCT WAS REALLY GOOD.... So good in fact, I’m going to take a photo of it and share it with everyone I know. And maybe even a few I don’t.
  • 32. TELL YOUR OWN STORY. TELL IT WELL. PEOPLE WILL SHARE. RELATIONSHIPS WILL BE BUILT. YOUR PRODUCT WILL BE FOUND.
  • 33. ALISON GROVES PRODUCT COORDINATOR RAVEN INTERNET MARKETING TOOLS ALISON@RAVENTOOLS.COM @RAVENALISON