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

Search Social PR

Marketing Silos

Social

SearchPR

Social

SearchPRShapes the

MessageCaptures Demand

The Conversation

Analytics

Integrating Marketing Silos

PR

PR Shapes the Message

Public Relations is More Than Just:

PR Shapes the Message…

…and Creates the “Buzz”…

…by Providing Necessary Human Interaction…

…that Facilitates Media Coverage

SearchPR

Search Captures Demand

The internet has changed the way people find, discover, share, shop, & connect

311 Million US POPULATION

164 MillionUS ADULT INTERNET USERS

Sources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)

33% of US consumers spend at least 3 hours online every day.

Source: The Media Audit (10/11)

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)

Ranking high on searchengines is no longer optional, it’s critical.

20 %

80 %

Search Engine Result Page (SERP)

Changing Landscape: Blended Search

Changing Landscape: Blended Search

Social Affects SEO

mobileBy 2014, mobile

internet use will overtake

desktop internet use

Social

SearchPR

Social is the Conversation

311 Million US POPULATION

164 MillionUS ADULT INTERNET USERS

152 MillionUS FACEBOOK USERS

1 in 8 minutes online spent on Facebook

156

5.4

7.8

31

million brand recommendationsper month

million +registered users

Billion+updates per month

% of users follow a brand

Social Strategy

• Voice• Target• Goal• Remember the SEO

Social Strategy

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

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!

81 Targeted Blogs

Unsolicited National Coverage

$175,000+2 months!

Social

SearchPR

Marketing Silos

Analytics

Analytics

Measure and Monitor

• 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

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

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

Questions?

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

• Public Relations

•Search Engine Optimization (SEO)

• Pay-Per-Click Advertising

• Social Media Strategy Development

• Interactive Web Design & Dev

Francis SkipperSearch Marketing Director

Linkedin.com/in/FrancisSkipperTwitter: @fskip 617-259-1605 x 226

451 Marketing100 North Washington StreetBoston, MA 02114

451Marketing.com451Heat.com