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Search Marketing: How and Why to Integrate with Social Media


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Search Marketing: How and Why to Integrate with Social Media

  1. 1. Search Marketing: How and Why to Integrate with Social Media
  2. 2. Key Themes  Social media/SEO integration is essential  Be where your customers are to hear what they think and communicate your brand message  Take time to make a strategic, integrated plan and devote the time and money for maintenance  Embrace analytics and learn to identify potential trends, opportunities, and feedback  When done right, integration of SEO and Social Media strategies can elevate business to the next level across industries
  3. 3. Agenda -Background: Search and Social -Changing Search Landscape -Case Study -Q&A
  4. 4. <ul><li>Form of Internet marketing used to promote websites by increasing visibility </li></ul><ul><li>Tools include: </li></ul><ul><ul><li>SEO -search engine optimization </li></ul></ul><ul><ul><li>PPC- Pay-Per-Click </li></ul></ul>What is Search Marketing?
  5. 5. SERP = Search Engine Results Page <ul><li>List of websites in response </li></ul><ul><li>to search query </li></ul><ul><li>Sponsored listings </li></ul><ul><li>Images </li></ul><ul><li>Maps </li></ul><ul><li>Definitions </li></ul><ul><li>News </li></ul><ul><li>Videos </li></ul>
  6. 6. 20 % 80 %
  7. 7. Paid PAID ORGANIC Eye Tracking Heat Map of a SERP
  8. 8. Importance of SEO
  9. 9. “ Ok. So I get SEO. Why do I need to worry about Social?”
  10. 11. News Results Realtime Results Image Results Video Results The Changing Landscape of SERP Pages and Universal Search
  11. 13. Changing Landscape: Social Search Social Search  Search becomes more personal to the user  Integrates content from friends & online contacts to query  “ Social” added to Google Images (see friends’ pictures)  “ Results from your social circle”
  12. 19. Case Study: Gentle Giant
  13. 23. <ul><li>Site traffic significantly increased from 8,969 visitors/month to </li></ul><ul><li>14,912 three months after campaign launch </li></ul><ul><li>Organic search traffic nearly doubled three months after </li></ul><ul><li>optimization ( 4,609 to 9,769 visits ) </li></ul><ul><li>Search engine keyword rankings continue to climb; local and broad </li></ul><ul><li>keywords ranked on first page of Google and Bing </li></ul><ul><li>Significant increase from 791 “Request for an Estimate” to 2,497 </li></ul><ul><li>requests four months later! </li></ul>Gentle Giant: Results
  14. 24. Key Takeaways <ul><li>Social media + SEO = a good thing… </li></ul><ul><li> Be where your customers are, hear what they think, communicate your brand message </li></ul><ul><li> Devote resources to a strategic, integrated social plan and maintenance </li></ul><ul><li> Embrace analytics, watch for trends, opportunities, and feedback </li></ul><ul><li> If you get it right, you elevate your customers’ experiences and connection to your brand </li></ul>
  15. 25. Who Is 451 Marketing? Founded in February, 2004 Headquartered in Boston with an office in Chicago A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists Recently named eMarketer 2009 for the Americas by TRAVELCLICK Google Adwords certified
  16. 26. We work with and build great brands:
  17. 27. <ul><li>Core Strengths </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>SEO Leveraged Public Relations </li></ul><ul><li>Pay-Per-Click Advertising </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Social Media Strategy Development </li></ul><ul><li>Web 2.0 Design and Implementation </li></ul><ul><li>PR 2.0 (PR through Social Media) </li></ul><ul><li>Public Relations </li></ul>
  18. 28. Our Team Members Have represented brands like New Balance, Bank of America, Dunkin’ Donuts, Ralph Lauren - RLX,, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox .
  19. 29. Francis Skipper Search Marketing Director 451 Marketing 100 North Washington Street Boston, MA 02114 617-259-1605 x 226 @fskip