The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful. Presentation from Elasticity given by Partner Andrew Barnett at IABC Omaha in October 2013. Why search requires social media and public relations to be successful in 2014 and beyond.
GOOGLE: NO LONGER FOOLED
> In 2011, Google launched major
updates designed to stop spammers
– specifically unearned links
> As more updates rolled out, tactics
that had been effective became a
> As a result, SEO has become an
earned media approach
HOW GOOGLE WORKS
Ranking in 2014
Know your audience. Repeat. 12
Create great, unique content that your
audience will care about
3 Market your content to promote it with your
audience. Share it in social media
4 Do the basic technical stuff right
LET’S DISTILL THAT: WHAT DOES IT TAKE?
1. Creative content
2. A great user experience
3. Relationships + Storytelling
4. A dash of technical geekery
“Content is the
SO, WHAT MAKES CONTENT “GREAT”
Original Simple Valuable &
Useful Entertains Emotional
ABOVE ALL, CONTENT MUST BE
TO YOUR TARGET AUDIENCE
IT BEGINS WITH CONTENT STRATEGY
> Get internal commitment
> Understand (and segment) your customers
> Align content with the buying cycle
> Build an editorial calendar
Who is the audience that you need to reach?
Why will they care about you?
What are you doing to earn their interest?
What incentive do they have to share?
> Ask your sales team
> Map the buying cycle
> Q/A Sites – Quora,
Yahoo! Answers, etc.
> Mine social media
> Follow industry, peers
TELLING YOUR STORY
> PR should be involved
> Ensure content aligned
> Build and nurture
> Custom pitches
> Utilize social media
ROLE OF SOCIAL: IT RANKS WELL
F500 Brands with Social
Media on First Page of Google
WHILE SOCIAL MAY NOT DIRECTLY IMPACT
SEARCH RESULTS, IT HAS SECOND ORDER
EFFECTS THAT CLEARLY IMPACT RESULTS.
DEVELOPMENT SOCIAL MEDIA
TCHOEN CMEOPMT ENT OF TRUTH “ Shoppers make up their minds about a
product in three to seven seconds.
This time lapse is called the “First Moment of
Truth,” and is considered the most important
marketing opportunity for a brand.
- Wall Street Journal
WINNING THE MOMENT OF TRUTH
1 moments of truth
2 Get your message out
to the right to the right
people at the right time
SEARCH CANNOT EXIST IN A VACUUM.
PR, SEARCH & SOCIAL MUST BE
INTEGRATED TO SUCCEED
SIX BIG TAKEAWAYS
> If you want earned media, become the media.
> Create a content strategy, not just a blog. Get creative.
> Be willing to fail repeatedly before you find what works.
> Build (and nurture) relationships before you need them.
> Use Google Authorship.
> Research and manage your ZMOT.