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The worlds of SEO, social media, and public relations are coming together quickly to form a brand new world: relationship marketing.
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THE FUTURE OF SEARCH IN A SOCIAL WORLD
SEO + Social + PR
Alison Groves Raven Internet Marketing Tools
“THE BEFORE TIMES”
STUFF THOSE KEYWORDS, SON!
I’M GOING TO SUBMIT MY CONTENT TO THE ENTIRE INTERNET!
(No, really, don’t. Seriously, stop. Don’t.)
YEAH...THOSE LINKS ARE RELEVANT. #YOURETHEWORST
JC Penny: http://raven.im/NYTpenney
EVERYBODY HAVE FUN TONIGHT! AND LINK TO EACH OTHER….
WHERE DO I RANK?!
MORE MAIL, PLEASE!!!!
PRESS RELEASES AND
PHONE CALLS! Oh my!
BUT....NOW.....
WHO KNOWS YOU BETTER THAN YOUR FRIENDS?
OUR NEW SEARCH REALITY
Y U NOT THE SAME? Y U NOT BE MANIPULATED?
BIRMINGHAM COFFEE SEARCH IN BIRMINGHAM
SEO + SOCIAL + PR = THE “NEW” MARKETING
SEARCH CONTAINS…
• Creating relative content
• Acquiring links (really, mentions), and building relationships with site owners
• Technical website code or markup (schema.org)
Resource: http://schema-creator.org
SOCIAL CONTAINS…
• Listening and sharing
• Relationship building
• Managing both (Community!)
PR CONTAINS…
• Brand storytelling (or content creation)
• Relationship building
• Relationship nurturing (community!)
Relationships are the key to the “new” marketing.
ARE YOU A TRUSTED PERSON? !
IS YOUR STORY RELEVANT?
HOW DO WE GAIN TRUST?(Not this trust fall, I assure you.)
AUTHORSHIPHow Google determines (and trusts!)
that you are an authority.
Resource: raven.im/relauth
Build relevancy. Built trust.
BECOME A THOUGHT
LEADER
HOW DO WE CREATE RELEVANT STORIES?
• Participate in the conversation wherever your audience is
• Pay attention to social media
• Answer every question your audience has, even the ones they don’t know they have.
• Be authentic
BECAUSE YOU’RE AN AUTHORITY…. YOUR CONTENT IS DISCOVERED.
Marcus Sheridan: YouTube
BECAUSE YOUR CONTENT IS GREAT… SOMEONE SHARES IT.
BECAUSE THEY SHARE IT… YOU FIND THEM.
BECAUSE YOU FIND THEM AND BUILD RELATIONSHIP…. THEY BECOME A LIFELONG CUSTOMER,
WORD SPREADS.
BECAUSE WORD SPREADS… THE CYCLE BEGINS AGAIN.
THIS PRODUCT WAS REALLY GOOD....So good in fact, I’m going to take a photo of it and share it with everyone I know. And
maybe even a few I don’t.
TELL YOUR OWN STORY. TELL IT WELL.
PEOPLE WILL SHARE. RELATIONSHIPS WILL BE BUILT.
YOUR PRODUCT WILL BE FOUND.
