CEDAR CREEK PROPOSAL | JUL XX, 2012 1
T H E C O N V E R G E N C E
IMPERATIVE Why Search Requires Social Media and
Public Relations to be Successful.
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TODAY
BASELINE: SEARCH 101
ENTER PR & SOCIAL
MOMENTS OF TRUTH: Search & Reputation
CONVERGENCE
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3
4
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CONVERGENCE
Success (on and offline)
Public Relations
Content Marketing
Social Media
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LET’S START BY DISPELLING A FEW MYTHS
R.I.P SEO
1995 - 2013
1001101010100101110101101010011101010001101011101011010100111010100011
SEO IS NOT DEAD
SEO IS NOT MAGIC
SEO IS JUST TECHNICAL
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SEO HAS EVOLVED.
THE BASICS (IN TWO MINUTES OR LESS)
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HOW GOOGLE WORKS SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER
60 TRILLION INDIVIDUAL PAGES
AND IT’S CONSTANTLY GROWING
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HOW GOOGLE WORKS
Google navigates the web by
CRAWLING Software called “spiders” follows
links from page to page.
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HOW GOOGLE WORKS Google then stores the crawled pages in an
INDEX Capturing a wide range of information about the page
It’s over 100
million gigabytes
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HOW GOOGLE WORKS When a search is entered, Google uses
ALGORITHMS To rank the results and deliver users the most relevant results.
We use +200 factors to rank
the results
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THE ROLE OF SEO
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
1 2 3 4 5 6 7 8 9 10
Enquiro (2007)
Chi9ka (2010)
Slingshot (2011)
CTR BY POSITION
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TO BE AN SEO SUPERHERO GET MORE LINKS
The Old Way!
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GOOGLE: NO LONGER FOOLED
> In 2011, Google launched major updates designed to stop spammers – specifically unearned links
> As more updates rolled out, tactics that had been effective became a liability
> As a result, SEO has become an earned media approach
ENTER PR + SOCIAL
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HOW GOOGLE WORKS
Ranking in 2013
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Become a thought leader 12 Create great, unique content that your
audience will care about
4 Do the basic technical stuff right
3 Market your content to promote it with your audience. Share it in social media
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LET’S DISTILL THAT: WHAT DOES IT TAKE?
1. Creative content
2. A great user experience
3. Relationships + Storytelling
4. A dash of technical geekery
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WE’RE ALL IN THE CONTENT BUSINESS
Public Relations Messaging
Press Releases Pitches
Blog Posts White Papers
Social Content Events
Digital Marketing Blog posts
Social media Ad Copy
Website copy Email marketing
Video White papers
Slide inspired by @leeodden at @TopRankMarke9ng
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“Content is the currency for building social relationships that boost earned media.” -- @leeodden
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SO, WHAT MAKES CONTENT “GREAT”
Original Simple Valuable &
Useful Entertains Emotional
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ABOVE ALL, CONTENT MUST BE
RELEVANT TO YOUR TARGET AUDIENCE
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KEY CONSIDERATIONS
Who is the audience that you need to reach?
Why will they care about you?
What are you doing to earn their interest?
What incentive do they have to share?
Finding Topics
> Ask your sales team > Map the buying cycle > Q/A Sites – Quora,
Yahoo! Answers, etc. > Mine social media > Follow industry, peers
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TELLING YOUR STORY Leveraging PR > PR should be involved
from outset > Ensure content aligned
with audience > Build and nurture
relationships > Custom pitches > Utilize social media
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ROLE OF SOCIAL: IT RANKS WELL F500 Brands with Social
Media on First Page of Google
90%
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IT LENDS SOCIAL PROOF & AUTHORITY
Use Google Authorship!
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TWEET THIS:
YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE)
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CONCEPT THE ZERO MOMENT OF TRUTH
“ Shoppers make up their minds about a product in three to seven seconds.
This time lapse is called the “First Moment of Truth,” and is considered the most important marketing opportunity for a brand. - Wall Street Journal
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WINNING THE MOMENT OF TRUTH
Find your moments of truth 1
2 Get your message out to the right to the right people at the right time
Local Paid
Organic Paid
[Brand] Reviews! www.brand.com Real reviews from real users. Get the facts first.
PUTTING IT ALL TOGETHER
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CONVERGENCE
SEO &
Public Relations
Content Marketing
Social Media
WOM
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TWEET THIS:
SEARCH CANNOT EXIST IN A VACUUM.
PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED
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SIX TAKEAWAYS > If you want earned media, become the media.
> Create a content strategy, not just a blog. Get creative.
> Be willing to fail repeatedly before you find what works.
> Build (and nurture) relationships before you need them.
> Use Google Authorship.
> Research and manage your ZMOT.
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THE MAJOR TAKEAWAY
We need to come to terms with the fact that what Google has consistently told us with their adjustments is that the only way to truly win search is to ultimately deserve it. You do that by being an awesome company with awesome products, great reviews and organic links generated because people enjoy talking about your company.
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TWEET THIS:
The only way to truly win search is to ultimately deserve it. Be awesome and do things that make people want to talk about you.
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THANK YOU.