Integrating PR, Search, and Socialto Connect with Your Customers
Presented by:Francis SkipperDirector of Search Marketing451 Marketing
http://flickr.com/photos/photoinference/2758807891/sizes/o/
Search Social PR
Marketing in Silos
BUY!BUY!
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
User
Consumer
Participant
Audience
Customer
Person
Community
Marketing has Evolved into a Dialogue
So, that’s the story…
…now what?
Social Search
PR
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
c
Search
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