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Where PR and Search Meet

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Search Innovation Seminar Presentation by Scott McLean of Speed Communications.

Search Innovation Seminar Presentation by Scott McLean of Speed Communications.


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  • 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    Engagement will be superseded by participation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