The document discusses the convergence of social media, public relations (PR), and search engine optimization (SEO), emphasizing their interconnection in modern digital marketing strategies. It highlights the increasing importance of SEO for driving organic traffic and the role of social media in enhancing brand communication. Additionally, it provides professional tips for effective blogger outreach, influencer mapping, and using analytical tools to optimize campaigns.

1. Social Media, PR & SEO Convergence
How your brand can leverage the latest trends!

2. Content
→ Clients / case studies.
→ SEO overview / benefits.
→ SEO / social media convergence / social ranking factors.
→ Social media, PR & SEO convergence.
→ Blogging & Microblogging: the sweet spots.
→ Professional tips and advice from the trenches.

3. Nitro Digital Clients & Case Studies

4. SEO overview: Rand Fishkin’s SEO Pyramid
Social media is
becoming
increasingly
important, no
longer a “nice to
have” Online promotion
of websites and
generating links
Selecting the right accounts for a large
keywords is often part of Google’s
the most important algorithm
part of digital
campaigns. PPC
testing is highly Identifying
recommended. technical
barriers for the
search engine
spiders is
fundamental

5. The benefits of SEO as a channel
→ Highest ROI versus any other marketing activity (Forbes).
→ Direct benefits from campaign can recur for years.
→ Organic traffic drives generally the highest quality visitors to
websites.

6. The benefits of SEO as a channel
→ Users trust websites that rank well in major search engines.
→ Over 90% of Internet users research products and services online.
→ The rise of the smartphone / mobile web.

7. SEO & social media convergence

8. Tiger blood anyone? #winning
CHARLIE SHEEN IMAGE

9. PR’s evolution into digital communication
→ Brand communications inc. B2C & B2B are shifting online.
→ Communication channels are moving away from traditional media.
→ Social media has become a fundamental part of PR.
→ Economic pressure and bloggers are here to stay!

10. Social media, PR & SEO convergence

11. Social Media, PR & SEO convergence
Blogging &
Microblogging

12. Blogging & Microblogging: sweet spots
→ Strong current themes across PR, SEO and social media.
→ Blogger outreach benefits all online marketing channels.
→ Influential bloggers are often influential across multiple social media
platforms inc. Twitter, Quora etc.

13. Blogging & Microblogging: sweet spots
→ Blogger outreach often can be the highest value individual process in
a campaign.
→ Successful campaigns increase search engine visibility significantly.
→ Search Engine Reputation Management (SERM).

14. Pro Tips: advanced search operators
Estimated
over 1.9
million
targets!
*Power Tip: Link Gopher for Firefox & soloseo.com link search tool

15. Pro Tips: buzz & real time analytics
→ Google Alerts for generic industry terms and competitor analysis.
→ Real time analytics such as Clicky.
→ Google Reader / RSS feeds.
→ Google Trends & Google Insights. “Piggyback” trends e.g. royal
wedding, iPad 2 launch, Osama Bin Laden death and Charlie Sheen
(ideally target industry trends).

16. Pro Tips: influencer mapping
→ Google Blog search & custom search engines
→ Twitter Search, Followerwonk.com & Postrank.com
→ Industry associations
→ Industry leading brands

17. Pro Tips: influencer mapping
→ Thought leaders / authors
→ Competitor link data: SEOmoz, SEO Majestic & Link Diagnosis
→ Influencer research: who do they follow? who follows them? what
do they write about? types of content?

18. Pro Tips: blogger outreach process

19. Pro Tips: blogger outreach
→ Ego hooks are effective.
→ Build relationships (most important).
→ Don’t immediately ask for links / favours.
→ Transactional offerings e.g. free products to review.

20. Pro Tips: blogger outreach
→ Leverage Twitter / LinkedIn / blog commenting.
→ Awards / research / link bait i.e. infographics.
→ Read target blog recent posts to personalise outreach.
→ Invest time and resources in the highest value targets.
*Power Tip: Power tip: research and content can be outsourced.

21. Pro Tips: Twitter
→ Followerwonk, Twitter Search & other tools.
→ Research hashtags.
→ Syndication, automation & tools inc. Tweetdeck (free) and
Hootsuite.
→ Constant testing: variables such as scheduling posts at different
times.

22. Pro Tips: paid services
→ SEOmoz
→ SEO Majestic
→ Analytics SEO
→ Hootsuite
→ PR Web
→ Paid social media advertising:,
Facebook, Twitter, StumbleUpon,
Delicious, LinkedIn, YouTube etc.

23. Thanks for listening…
We would like to welcome Q & A

24. Contact Information:
Web: www.nitro-digital.co.uk
Twitter: @nitrodigital, @stevejlock & @ajstafford