Integration of Search & Social in 2013

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Presentation from RIMC on how to integrate search and social into a digital marketing strategy.

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  • Integration of Search & Social in 2013

    1. 1. Integrating Search & Social in 2013
    2. 2. 2012 was the year of the penguin
    3. 3. Everyone knows there’s huge benefits in combining search & social http://www.seomoz.org/blog/inbound-marketing-is-taking-off
    4. 4. But in 2013 you need to look beyondsearch into integrated digital marketing
    5. 5. Marketing is simply taking a budget & spending where it works best!
    6. 6. What are your digital marketing goals?
    7. 7. Hint – it’s not this…
    8. 8. How do you measure success? How do you measure success? • Revenue • Profit • Volume of Sales • Volume of Leads • Market Share • Online Visitors • Search Rankings • etc…
    9. 9. Ultimately it’s about 2 things: 1) Generating new customers2) Maintaining relationships with current customers
    10. 10. What does the perfect digitalmarketing campaign look like?
    11. 11. It’s different every time –it needs to match your specific goals
    12. 12. You need to be agile & admit you might not get it right first time http://searchenginewatch.com/article/2232618/Is-Agile-Marketing-the-Future-of-Search-in-2013
    13. 13. How can you maximise successfrom your content campaigns?
    14. 14. Focus on strategy, not tactics
    15. 15. Start with a solid strategy from all angles
    16. 16. What audience & demographics do you want to reach?
    17. 17. Which target publications do you want to be featured on?
    18. 18. 20000 40000 60000 80000 100000 120000 140000 0 /2011/01/28/text-messaging-… /2013/02/20/wearing-google-… /2010/12/14/new-facebook-… /2011/09/14/htc-sensation-xe/ /2013/02/11/grammy-gifs-… /2013/02/11/helicopter-crash-… /sgs/ /2013/02/11/taylor-swift-gets-… /2011/09/30/facebook-too-… /2013/02/04/unicorn-… /2011/09/22/facebook-f8-live-… /2011/05/29/foursquare-… /2011/05/20/social-media-… /2011/02/22/facebook-scam-… /2012/10/03/kitchen-aid-… /2011/09/29/hipmunk-… /2011/12/01/electronics-… /2012/07/06/internet-human-… /2013/01/21/rumor-apple-to-… /2011/05/26/google-mobile-… /2010/10/06/new-twitter-… /2011/06/22/klout-gate/ /2011/03/04/qr-codes-… /2010/09/13/future-social-… /2010/07/28/social-media-… /2012/06/05/the-internet-… /2013/01/05/hashtag-word-of-… /2011/04/21/facebook-like-… /2013/01/28/google-… /2011/01/05/homeless-man-… /2011/09/05/groupon-tuition-… /2011/06/03/mi6-hacks-al-… Top Content on Mashable.com /2009/10/27/social-media-roi/ /2011/07/02/myspace-tom-… /2011/02/04/design-facebook-… /2012/02/28/ipad-3-event/ /2011/11/06/justin-bieber-… /2011/01/10/facebook-places-… /2011/01/31/google-twitter-… /2011/01/17/banksy-identity-… /2012/04/13/netflix-unlimited-… /2011/07/05/ipad-web-traffic/ /2013/02/16/working-from-… /2012/10/29/google-crisis-… /2010/12/24/more-new-… /2011/04/01/youtube-… /2013/01/26/instagram-…/2013/02/18/19-clicks-internet/ /2012/06/05/facebook-… /2011/09/20/facebook-news-… What type of content do they publish?
    19. 19. Who do you know who can help you get there?
    20. 20. Don’t just jump into content brainstorming
    21. 21. Figure out internal processes early toidentify potential challenges & road blocks
    22. 22. Maximise synergies between channels
    23. 23. Integrate your brand team to ensure all content reinforces key messaging
    24. 24. Find out what relationships & contacts your PR team has to boost outreach
    25. 25. Leverage your social media channels
    26. 26. Ensure your SEO team is getting full organic benefit from your activity
    27. 27. Use paid media to re-market to existing customers/visitors/fans
    28. 28. Identify the gaps in your team or strategy& consider investing in writers/influencers
    29. 29. Once you’ve done this – you’ve cleared the path to focus on great content!
    30. 30. By promoting content to targeted audiences – you’re alsosending Google strong link/social signals they can’t ignore
    31. 31. Benchmark & measure everything to prove your case & scale up activity
    32. 32. In Summary
    33. 33. 1) Focus on strategy, not tactics
    34. 34. 2) Ditch the silos & get everyone involved
    35. 35. 3) Prove business value & opportunity cost of inaction

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