Laura Crimmons - Playing Nice To Win
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Laura Crimmons, founder of Silverthorn Agency, discusses how to create and maintain better relationships between teams who may not historically have played well together. Using the relationships between PR teams and SEOs as an example, Laura explores how 'playing nice to win' can help you achieve more common goals.
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Laura Crimmons - Playing Nice To Win
- 1. #DIGITALGAGGLE Playing nice to win L A U R A C R I M M O N S @lauracrimmons
- 2. May 2012
- 3. April 2012
- 6. PR: “They’ll spam my contacts / destroy years-old relationships”
- 7. PR: “Ok, but you can’t contact any of these journalists”
- 8. SEO: “Why can’t they just get links in everything?”
- 13. More role variety in training sessions
- 15. How do you get there?
- 18. Team brainstorms
- 20. Ask how you can help them.
- 21. What activity do they have coming up that you could support?
- 22. What are their KPIs? How could you help achieve them?
- 23. Show your previous success to reassure them.
- 24. Show the benefits you can offer.
- 25. Search teams can offer valuable input to brand teams on naming products & services.
- 26. SEO can help PR to measure results.
- 29. PR can feed Social content.
- 33. Sales & customer service teams know exactly what questions your customers/prospects are asking.
- 34. Search teams can offer valuable input to brand teams on naming products & services.
- 37. Increase in search interest of 38% Avg. search interest score 33 in 12 months pre-campaign Avg. search interest score 46 in 12 months post-campaign
- 43. http://www.tylervigen.com/spurious-correlations This is also correlation…
- 45. This is a featured snippet (or position 0)
- 46. Our campaigns can deliver them.
- 47. Traffic.
- 48. A nofollow link on a big publication can drive 000’s of visits.
- 49. *Free traffic
- 50. Paid & PR combine to generate revenue.
- 52. Use cookies to retarget PR visits.
- 54. Paid can share audience data.
- 55. If none of that works…
- 56. Do it anyway!
- 57. Never underestimate the power of getting out of the office.
- 58. Or cake…
Editor's Notes
- Did degree in PR, worked in PR but not interested in print etc Started first job in digital/search in May 2012
- Guess what rolled out the week before… Started at a time of mass panic with the agency frantically to recover clients hit whilst simultaneously create new strategies to build links
- I was the first PR hire to prove it could work and then was allowed to hire a full team which eventually replaced the old outreach team
- When I first started trying to work with the clients though I kept getting roadblocks These are the kinds of things I’d hear from both side
- Ended up acting as a mediator repairing relationships People in the same office wouldn’t talk to each other they’d each be talking to me
- Thankfully change has started to happen and we’re seeing progress
- Some teams are starting to actually work together and enjoy doing so
- Becoming more common although sometimes just a box ticking exercise
- SEO’s love an acronym – half of my time was spent trying to learn what they all meant Also spent the latter time at B3 managing the dev team – literally couldn’t speak the language – have to learn Also relevant for getting senior buy-in – think about what people care about and how they talk about it and talk in their language.
- Don’t just go to the PR team and ask them to get links for a fully formed campaign Don’t just go to the SEO team and ask them to optimise a campaign you’ve fully formed
- Lots of PRs had never logging into Google Analytics – had no idea what impact their campaigns actually have in terms of traffic and conversion
- If its good enough to send to journalists it should be good enough to share on social channels
- May 2018