The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful
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Transcript of The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful
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.
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
BUT, IT HAS EVOLVED.
TODAY
BASELINE: SEARCH 101
ENTER PR & SOCIAL
MOMENTS OF TRUTH: Search & Reputation
KEY TAKEAWAYS
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THE BASICS (IN FIVE MINUTES OR LESS)
HOW GOOGLE WORKS
SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER
60 TRILLION INDIVIDUAL PAGES
AND IT’S CONSTANTLY GROWING
HOW GOOGLE WORKS
Google navigates the web by
CRAWLING Software called “spiders” follows
links from page to page.
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
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
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
TO BE AN SEO SUPERHERO
GET MORE LINKS
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
HOW GOOGLE WORKS
Ranking in 2014 Know your audience. Repeat. 1
2 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
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
“Content is the currency for building social relationships that boost earned media.” - @leeodden
SO, WHAT MAKES CONTENT “GREAT”
Original Simple Valuable &
Useful Entertains Emotional
ABOVE ALL, CONTENT MUST BE
RELEVANT
TO YOUR TARGET AUDIENCE
IT BEGINS WITH CONTENT STRATEGY
> Get internal commitment
> Understand (and segment) your customers
> Align content with the buying cycle
> Build an editorial calendar
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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
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
ROLE OF SOCIAL: IT RANKS WELL
F500 Brands with Social Media on First Page of Google
90%
WHILE SOCIAL MAY NOT DIRECTLY IMPACT
SEARCH RESULTS, IT HAS SECOND ORDER
EFFECTS THAT CLEARLY IMPACT RESULTS.
CONTENT DEVELOPMENT SOCIAL MEDIA
PUBLIC RELATIONS SEO
ZERO MOMENT OF TRUTH
CONCEPT THE 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
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
SEARCH CANNOT EXIST IN A VACUUM.
PR, SEARCH & SOCIAL MUST BE
INTEGRATED TO SUCCEED
SIX BIG 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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THANK YOU.