the strategic intersection of search, email and social
DESCRIPTION
The Strategic Intersection of Search, Email and Social - June 16, 2011 Webinar hosted by DJ Waldow of http://socialbutterflyguy.com/TRANSCRIPT
The Strategic Intersection of Search, Email and Social
JUNE 16, 2011: 2PM – 2:45PM ET
Subscribe to email alerts about future webinars
DJ Waldow & Dave Reske
#BSFW
A Blue Sky Factory Webinar
About Nowspeed
We offer complete end-to-end solutions Email Marketing Search Marketing Social Media Website Design and Development Our Click-to-Customer methodology We generate the highest quality leads per marketing dollar spent Our portfolio of award-winning work Our customers’ success We deliver the best campaign performance optimization and analytics Weekly review of campaign performance Marketing Dashboard Dedicated project manager
David Reske, Founder and President���Nowspeed
[email protected] 508 616-0111 x202 Twitter: davidreske LinkedIn: David Reske
http://www.blueskyfactory.com/demo/
4
THE NEXT 45 MINUTES
Brief background on email, social, and search as well as their current state.
Understanding of how each channel (email, social, search) powers each other.
Actionable steps that you can take (now) to begin integrating email, social, and search.
5
Brief background on email, social, and search as well as their current state.
6
SOCIAL MEDIA AND SEARCH
7
SOCIAL MEDIA AND SEARCH
8
EMAIL & SOCIAL MEDIA
9
HOW IS SOCIAL MEDIA INFLUENCING EMAIL MARKETING?
10
SHARE OF B2B ONLINE MARKETING BUDGET
11
OVER 600 (NOW 700) MILLION FACEBOOK USERS!
12
13
Flickr – Sean MacEntee
14
100 MILLION USERS (& NOW PUBLIC)
15
YOUTUBE: 2ND LARGEST SEARCH ENGINE
16
17
18
Download the full report here.
19
INBOUND VS OUTBOUND MARKETING
Outbound
Inbound
• Direct Mail
• Search
• Web
• Social
• Social
20
OPTIMIZED & INTEGRATED MARKETING
Optimized Website, Content & Landing Pages
Social Media
Search PPC/SEO
Keywords, ���
Content & Offers
Email ���Nurture
Social Media Nurture
21
ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION?
Email Social Media Search
22
HOW DOES YOUR EMAIL MARKETING PROGRAM COMPARE WITH SOCIAL & SEARCH?
Email Marketing • Number of Email
Addresses
• Number of messages sent
• Clicks - Click Through Rate
• Conversion Rate
Social Media • Number of Likes and
Followers
• Number of messages sent
• Clicks - Click Through Rate
• Conversion Rate
Search • Available Search���
Traffic
• Visibility and Impressions
• Clicks - Click Through Rate
• Conversion Rate
23
Understanding of how each channel (email, social, search) powers each other.
24
Search Social Media
INTEGRATION: SEARCH, EMAIL & SOCIAL
25
WHAT ALL MARKETERS WANT
26
Use Social Media to build ���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites ��� Send email to Social Media influencers Nurture contacts with both email and ���social media
Search Social ���Media
INTEGRATION: EMAIL & SOCIAL
27
USE SOCIAL MEDIA TO GROW YOUR LIST
28
USE EMAIL TO ENCOURAGE SOCIAL SHARING
29
USE TWITTER TO GROW YOUR LIST
30
USE FACEBOOK TO GROW YOUR LIST
31
USE FACEBOOK TO GROW YOUR LIST
32
USE FACEBOOK TO GROW YOUR LIST
33
USE EMAIL TO ENCOURAGE SOCIAL SHARING
34
USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK
35
USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK
36
USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK
The More You “Like” The More You Save
37
House Email List
IdenGfy Social media
Influencers on List
Email InvitaGon or
Special Content
Influencers post
content -‐ ExponenGal
Traffic!
TARGETED EMAIL TO SOCIAL MEDIA INFLUENCERS
Send targeted email to influencers with social media accounts
38
Optimized Website, Content & Landing Pages
Social Media
Search PPC/SEO
Keywords, ���
Content & Offers
Email ���Nurture
Social Media Nurture
NUTURE LIST; MOVE THROUGH BUYING PROCESS
39
Use search to build opt-in email lists Put Email content on Website and SEO optimize to drive traffic Use paid search to test messages and offers
Search Social ���Media
Use Social Media to build���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites��� Send email to Social Media influencers Nurture contacts with both email and ���social media
INTEGRATION: EMAIL & SEARCH
40
EMAIL IS NOT INTEGRATED WITH SEARCH
41
USE SEARCH TO BUILD EMAIL LIST
42
LEVERAGE EMAIL CONTENT ON SEO-OPTIMIZED LANDING PAGES – SOCIAL MEDIA SHARING
43
Use search to build opt-in email lists Put Email content on Website and SEO optimize to drive traffic Use paid search to test messages and offers
Search Social ���Media
Use Social Media to build���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites��� Send email to Social Media influencers Nurture contacts with both email and ���social media
INTEGRATION: EMAIL, SEARCH, & SOCIAL
Search to drive social media traffic and followers SEO Optimize social media sites
44
BUILD AUDIENCE WITH PAID & ORGANIC SEARCH
• Increase search engine rank on selected keywords • Increase overall traffic to the site • Optimize Cost/Conversion
45
USE SOCIAL MEDIA TO DOMINATE SEARCH RESULTS
46
Use search to build opt-in email lists Put Email content on Website and SEO optimize to drive traffic Use paid search to test messages and offers
Search Social ���Media
Use Social Media to build���your house list Create social links in email ���to promote sharing Share email content on social media sites as you send your email Use email to drive traffic to social media sites��� Send email to Social Media influencers Nurture contacts with both email and ���social media
Search to drive social media traffic and followers SEO Optimize social media sites
INTEGRATION: EMAIL, SEARCH, & SOCIAL
47
Actionable steps that you can take (now) to begin integrating email, social, and search.
48
Search Social ���Media
TIME FOR A NEW STRATEGY
Email Social Media Search
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & Direct
Embed Keywords���in Video and other ���content
Keyword filled ���content with links
Social Media���Press Releases
Article Distribution
Keyword filled Website ���Hub-page
Paid ���Search
Organic ���Search
INTEGRATE SOCIAL INTO SEARCH
http://www.blueskyfactory.com/intersection
51
David Reske, Founder and President���Nowspeed
[email protected] 508 616-0111 x202 Twitter: davidreske LinkedIn: David Reske
DJ Waldow, Director Community at Blue Sky Factory
djwaldow on all social networks or type
“DJ Waldow” in your favorite search engine