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

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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

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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.