Search Innovation Seminar Presentation by Scott McLean of Speed Communications.

1. Where Public Relations and Search Meet 17 June, 2011

2. Impact of the web upon PR Companies become publishers New influencers to influence Ability to communicate directly with the audience

3. What we’ve quickly learnt Influence can’t happen in isolation. We need to drive audiences somewhere That means we need to care about where they are being driven to

4. What we’ve also understood Companies just want their clients to go to their website and buy Most companies try to educate, inform, influence and sell to customers all from one site

5. What we’re doing to help PR not only helps drive traffic but influences how you want them to be thinking when they arrive

6. The audience journey Understand the audience journey not just in terms of clicks but in terms of mindset What social media do they inhabit? Brand awareness Perceptions & misconceptions Product awareness Who are the Influencers? Product benefits

7. Example 1: Vanilla market Press Ad words Links SEO Events

8. Example 2: Changing perceptions Economist

9. What else? Managing your reputation online Engagement will be superseded by participation

10. Thank you Scott McLean scott.mclean@speedcommunications.com Tel. +44 20 7842 3260 Mob. +44 7917 095695 www.speedcommunications.com