Upload
451-heat
View
385
Download
0
Embed Size (px)
DESCRIPTION
Citation preview
Integrating PR, Search, and Socialto Connect with Your Customers
Presented by:Francis Skipper
Director of Search Marketing451 Marketing
Agenda• Introduction• Public Relations• Public Relations + Search• Public Relations + Search + Social Media• Analytics• Q&A
Social
SearchPRShapes the
MessageCaptures Demand
The Conversation
Analytics
Integrating Marketing Silos
311 Million US POPULATION
164 MillionUS ADULT INTERNET USERS
Sources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)
Digital is Changing
Source: Choosing a strategic path to the digital consumer, IBM 2010
“Consumers can no longer be considered ‘the audience’ – they are simultaneously readers, editors and marketers, especially the younger demographics.” -Lead Analyst, global research firm
Why should I care about search?
Worldwide, 88,000,000,000 searches are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour3,000,000,000 Per Day
Chart Title
46% of daily searches are for info on
products or services
20% of monthly Google searches are for local businesses
Sources: Google (4/11), SRI (10/10)
57% of Internet userssearch the web every day
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
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 95% of users don’t go beyond the first page of search results (positions 1-10)
156
5.4
7.8
31
million brand recommendationsper month
million +registered users
Billion+updates per month
% of users follow a brand
Contest Results
• 5 million+ page views in 10 days
• 17,000+ entries
• Facebook fans increased 20%
• 5,000+ unique visitors to DancingDeer.com
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 15,117This resulted in 2.5 million impressions on
Twitter!
• Measure everything you can but• Find what is meaningful to you and • Get a dashboard or a system for pulling you
data into meaningful format• Set goals (you may already have these) use the
tools, set up conversion paths, events in GA (for ex)
• Track success
Measure and Monitor
• Common metrics:– Traffic, Rankings, Conversions– Likes, Friends, Followers– PR Views, Downloads, Forwards
• What Else?– Traffic from Twitter, FB, Youtube– From a Press Release– Overlay data with other marketing
events– Track trends
Measure and Monitor
Total Articles Generated 95Total $ Value Media Coverage $184,027Total Online Impressions (Blog) 32,165,045
What can I do?–Public Relations can shape the
message–Social is where the conversation
happens–Search is where we capture demand–Analytics - Measure everything
What can I do?
Make sure you’re doing SEO-No brainer, cheapest, easiest, resource light
Get a social strategy-Who are you trying to engage? Why?
Engage a PR agency/pro-They have the connections, you don’t
All together now-Promote through social, offline drive demand to online
Measure – everything-Set goals, conversion paths
Lather, Rinse, Repeat
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
Core Strengths
• Public Relations
•Search Engine Optimization (SEO)
• Pay-Per-Click Advertising
• Social Media Strategy Development
• Interactive Web Design & Dev