Francis Skipper presented on integrating public relations, search, and social media to connect with customers. PR shapes the message by providing necessary human interaction and facilitating media coverage. Search captures demand from the billions of searches conducted each month. Social media is where the conversation happens, as seen with the hundreds of millions of users on platforms like Facebook. Analytics are used to measure efforts across these channels. Case studies demonstrated how combining PR, search and social strategies increased traffic, social followers, and conversions for companies. Attendees were encouraged to engage a PR firm, develop social media strategies, focus on SEO, and measure results.

1. Integrating PR, Search, and Socialto Connect with Your CustomersPresented by:Francis SkipperDirector of Search Marketing451 Marketing

2. AgendaIntroductionPublic RelationsPublic Relations + SearchPublic Relations + Search + Social MediaAnalyticsQ&A

3. Marketing SilosSearch PRSocial

4. Integrating Marketing SilosAnalyticsThe ConversationShapes the MessageCaptures Demand

5. PR Shapes the MessagePR

6. Public Relations is More Than Just:

7. PR Shapes the Message…

8. …and Creates the “Buzz”…

9. …by Providing Necessary Human Interaction…

10. …that Facilitates Media Coverage

11. Search Captures DemandSearchPR

12. The internet has changed the way people find, discover, share, shop, & connect

13. 164 MillionUS ADULT INTERNET USERS311 MillionUS POPULATIONSources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)

14. 33% of US consumers spend at least 3 hours online every day.Source: The Media Audit (10/11)

15. Digital is Changing“Consumers can no longer be considered ‘the audience’ – they are simultaneously readers, editors and marketers, especially the younger demographics.” -Lead Analyst, global research firmSource: Choosing a strategic path to the digital consumer, IBM 2010

16. Why should I care about search?Worldwide, 88,000,000,000 searches are conducted on Google per month.34,000 Per Second2,000,000 Per Minute121,000,000 Per Hour3,000,000,000 Per Day

17. 20% of monthly Google searches are for local businesses57% of Internet userssearch the web every day46% of daily searches are for info on products or servicesSources: Google (4/11), SRI (10/10)

18. Search Engine User Behavior71% ofsearch engine users believe that websites returned at the top of search results are the top brands in their field88% 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 95% of users don’t go beyond the first page of search results (positions 1-10)

19. Ranking high on searchengines is no longer optional, it’s critical.

20. Search Engine Result Page (SERP)20 %80 %

21. Changing Landscape: Blended Search

22. Changing Landscape: Blended Search

23. Social Affects SEO

24. mobileBy 2014, mobile internet use will overtake desktop internet use

25. Social is the Conversation

26. 152 MillionUS FACEBOOK USERS164 MillionUS ADULT INTERNET USERS311 MillionUS POPULATION

27. 1 in 8 minutes online spent on Facebook

28. 156 million +registered users Billion+updates per month5.47.8 million brand recommendationsper month % of users follow a brand31

30. Social StrategySocial StrategyVoiceTargetGoalRemember the SEO

31. Dancing Deer Baking Co.Case Study

33. Contest Results 5 million+ page views in 10 days

34. 17,000+ entries

35. Facebook fans increased 20%

36. 5,000+ unique visitors to DancingDeer.com

37. Holiday Social CampaignFollowers 3,434Followers 23,896Followers 25,780Followers 2,409Followers 34,928Followers 17,051Followers 48,652Followers 15,117This resulted in 2.5 million impressions on Twitter!

38. 81 Targeted BlogsUnsolicited National Coverage

39. $175,000+2 months!

40. Marketing SilosAnalytics

41. Analytics

42. Measure and Monitor

43. Measure and MonitorMeasure everything you can butFind what is meaningful to you and Get a dashboard or a system for pulling you data into meaningful formatSet goals (you may already have these) use the tools, set up conversion paths, events in GA (for ex)Track success

44. Measure and MonitorCommon metrics:Traffic, Rankings, ConversionsLikes, Friends, FollowersPR Views, Downloads, ForwardsWhat Else?Traffic from Twitter, FB, YoutubeFrom a Press ReleaseOverlay data with other marketing eventsTrack trends

45. The Meat HouseCase Study

46. Search

47. Search

48. cSearch

49. Search

50. Search + Social

51. Search + Social + PR

53. What can I do?Public Relations can shape the messageSocial is where the conversation happensSearch is where we capture demandAnalytics - Measure everything

54. What can I do?Make sure you’re doing SEO-No brainer, cheapest, easiest, resource lightGet a social strategy-Who are you trying to engage? Why?Engage a PR agency/pro-They have the connections, you don’tAll together now-Promote through social, offline drive demand to onlineMeasure – everything-Set goals, conversion pathsLather, Rinse, Repeat

55. Questions?

56. Who Is 451 Marketing?Founded in February, 2004 Headquartered in Boston with an office in ChicagoA collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists

57. We work with and build great brands:

58. Core StrengthsPublic Relations

59. Search Engine Optimization (SEO)

60. Pay-Per-Click Advertising

61. Social Media Strategy Development

62. Interactive Web Design & DevFrancis SkipperSearch Marketing DirectorLinkedin.com/in/FrancisSkipperTwitter: @fskip617-259-1605 x 226451 Marketing100 North Washington StreetBoston, MA 02114451Marketing.com451Heat.com