Integrating PR, Search, and Social to Connect with Your Customers

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  • Q4/Q1 PR Value Add
  • Integrating PR, Search, and Social to Connect with Your Customers

    1. 1. Integrating PR, Search, and Socialto Connect with Your Customers<br />Presented by:<br />Francis SkipperDirector of Search Marketing<br />451 Marketing<br />
    2. 2. Marketing in Silos<br />Search <br />PR<br />Social<br />http://flickr.com/photos/photoinference/2758807891/sizes/o/<br />
    3. 3. In the Past, Marketing was a Monologue<br />BUY!<br />BUY!<br />BUY!<br />BUY!<br />
    4. 4. Then came search…<br />…but still, only a 1-way communication<br />
    5. 5. Everything Begins with Search<br />
    6. 6. Search has changed!<br />
    7. 7.
    8. 8. And don’t forget…<br />…search is anytime, ANYWHERE<br />
    9. 9. Marketing has Evolved into a Dialogue<br />User<br />Consumer<br />Customer<br />Person<br />Audience<br />Community<br />Participant<br />
    10. 10. So, that’s the story…<br />…now what?<br />
    11. 11. Can’t Work in Silos!<br />PR<br />Social<br />Search<br />
    12. 12. Things have changed<br />SEO is Still Fundamental<br />
    13. 13. Search Engine User Behavior<br /><ul><li>95% of users don’t go beyond the first page of search results (positions 1-10)
    14. 14. 88% of search engine users who don’t find what they seek on the first three pages of search results will change engines or change their search term  
    15. 15. 71% ofsearch engine users believe that websites returned at the top of search results are the top brands in their field</li></li></ul><li>SEO Fundamentals<br />Code Content Connections<br />Blog<br />Web Pages<br />Video<br />Social<br />News<br />Images<br />
    16. 16.
    17. 17. Social is Where the Conversation Happens<br />
    18. 18.
    19. 19. Four<br />Three Main Components of SEO<br /> Main Components of SEO<br />
    20. 20. Search + Social<br /><ul><li>Increase Linkability
    21. 21. Add Tags
    22. 22. Easy Bookmarking
    23. 23. Help Your Content Travel</li></ul>Goal = BE FOUND<br />
    24. 24. Dancing Deer Baking Co.<br />Case Study<br />
    25. 25.
    26. 26. Contest Results<br /><ul><li> 5 million+ page views in 10 days
    27. 27. 17,000+ entries
    28. 28. Facebook fans increased 20%
    29. 29. 5,000+ unique visitors to DancingDeer.com </li></li></ul><li>This resulted in a maximum reach of 2.5+ million impressions on twitter!<br />
    30. 30. Holiday Social Campaign<br />Followers 3,434<br />Followers 23,896<br />Followers 25,780<br />Followers 2,409<br />Followers 34,928<br />Followers 17,051<br />Followers 48,652<br />Followers 15,117<br />
    31. 31. 81 Targeted Blogs +<br />
    32. 32. $175,000+<br />2 months!<br />
    33. 33. Public<br />Relations<br />…is not dead…<br />
    34. 34. Relationships Are Key<br />
    35. 35. Press Releases<br />Press Releases are nowweb pages<br />Juicy backlinks<br />Help “Dominate the page”<br />Link directly to conversion page <br />
    36. 36. PR Shapes the Story<br />
    37. 37. The Meat House<br />Case Study<br />
    38. 38. Search<br />
    39. 39. Search<br />
    40. 40. c<br />Search<br />
    41. 41. Search<br />
    42. 42. Search + Social<br />
    43. 43. Search + Social + PR<br />
    44. 44.
    45. 45. Analytics<br />
    46. 46. What to Measure and Monitor<br />Social<br />Tweets, Mentions, Likes, Hash Tags<br />Followers, Friends, Fans<br />Sharing, Recommending<br />Conversations<br />Search<br />Rankings, Traffic<br />Conversions<br />Visitors from Twitter, Facebook, Blog<br />Public Relations<br />PR views, prints, downloads<br />Secured Media Coverage<br />Visits to website/social media sites<br />
    47. 47. Measure and Monitor<br />
    48. 48. Take-Aways<br />No More Marketing Silos<br />PR can shape the message<br />Social is where the conversation happens<br />Search is where we capture demand<br />Analytics<br />Measure everything<br />
    49. 49. All roads lead…<br />…to YOUR BRAND<br />
    50. 50. Who Is 451 Marketing?<br />Founded in February, 2004 <br />Headquartered in Boston with an office in Chicago<br />A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists<br />
    51. 51. We work with and build great brands:<br />
    52. 52. Core Strengths<br /><ul><li> Search Engine Optimization (SEO)
    53. 53. SEO Leveraged Public Relations
    54. 54. Pay-Per-Click Advertising
    55. 55. Social Media Marketing
    56. 56. Social Media Strategy Development
    57. 57. Interactive Web Design & Dev
    58. 58. PR 2.0 (PR through Social Media)
    59. 59. Public Relations</li></li></ul><li>Francis SkipperSearch Marketing DirectorLinkedin.com/in/FrancisSkipperTwitter: @fskip617-259-1605 x 226<br />451 Marketing100 North Washington StreetBoston, MA 02114<br />451Marketing.com451Heat.com<br />
    60. 60. Integrating PR, Search, and Socialto Connect with Your Customers<br />Presented by:<br />Francis SkipperDirector of Search Marketing<br />451 Marketing<br />

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