Integrating PR, Search, and Social to Connect with Your Customers

transcript

Integrating PR, Search, and Socialto Connect with Your Customers

Presented by:Francis SkipperDirector of Search Marketing451 Marketing

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Search Social PR

Marketing in Silos

BUY!BUY!

In the Past, Marketing was a Monologue

Then came search…

…but still, only a 1-way communication

Everything Begins with Search

Search has changed!

And don’t forget…

…search is anytime, ANYWHERE

Consumer

Participant

Audience

Customer

Person

Community

Marketing has Evolved into a Dialogue

So, that’s the story…

…now what?

Social Search

Can’t Work in Silos!

Things have changed

SEO is Still Fundamental

• 95% of users don’t go beyond the first page of search results (positions 1-10)

• 88% 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

• 71% of search engine users believe that websites returned at the top of search results are the top brands in their field

Search Engine User Behavior

Code Content Connections

Images

BlogWeb PagesVideo

Social News

SEO Fundamentals

Social is Where the Conversation Happens

Keywords

Inbound Links

Site Content

Keywords

Inbound Links

Site Content

Social Media

Three Main Components of SEO Main Components of SEOFour

Search + Social

Goal = BE FOUND

• Increase Linkability• Add Tags• Easy Bookmarking • Help Your Content Travel

Dancing Deer Baking Co.Case Study

Contest Results

• 5 million+ page views in 10 days

• 17,000+ entries

• Facebook fans increased 20%

• 5,000+ unique visitors to DancingDeer.com

This resulted in a maximum reach of 2.5+ million impressions on twitter!

Holiday Social Campaign

Followers 3,434

Followers 23,896

Followers 25,780

Followers 2,409

Followers 34,928

Followers 17,051

Followers 48,652

Followers 15,117

81 Targeted Blogs +

$175,000+2 months!

Public Relations

…is not dead…

Relationships Are Key

Press Releases

• Press Releases are nowweb pages

• Juicy backlinks

• Help “Dominate the page”

• Link directly to conversion page

PR Shapes the Story

The Meat HouseCase Study

Search

Search + Social

Search + Social + PR

Total Articles Generated 95Total $ Value Media Coverage $184,027Total Online Impressions (Blog) 32,165,045

Analytics

What to Measure and Monitor

• Social– Tweets, Mentions, Likes, Hash Tags– Followers, Friends, Fans– Sharing, Recommending– Conversations

• Search– Rankings, Traffic– Conversions– Visitors from Twitter, Facebook, Blog

• Public Relations– PR views, prints, downloads– Secured Media Coverage– Visits to website/social media sites

Measure and Monitor

• No More Marketing Silos– PR can shape the message– Social is where the conversation happens– Search is where we capture demand

• Analytics– Measure everything

Take-Aways

…to YOUR BRAND

All roads lead…

Who Is 451 Marketing?Founded in February, 2004

Headquartered in Boston with an office in Chicago

A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists

We work with and build great brands:

Core Strengths

• Search Engine Optimization (SEO)

• SEO Leveraged Public Relations

• Pay-Per-Click Advertising

• Social Media Marketing

• Social Media Strategy Development

• Interactive Web Design & Dev

• PR 2.0 (PR through Social Media)

• Public Relations

Francis SkipperSearch Marketing Director

Linkedin.com/in/FrancisSkipperTwitter: @fskip 617-259-1605 x 226

451 Marketing100 North Washington StreetBoston, MA 02114

451Marketing.com451Heat.com

Integrating PR, Search, and Socialto Connect with Your Customers

Presented by:Francis SkipperDirector of Search Marketing451 Marketing

Integrating PR, Search, and Social to Connect with Your Customers

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