the convergence imperative - tbexeurope
DESCRIPTION
The Convergence Imperative Slides from Jason Falls's talk at TBEXEurope 2014TRANSCRIPT
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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.
TBEX Europe | 10.24.14
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IABC OMAHA OCT 17, 2013
TODAY
ESTABLISH SEARCH AS YOUR NO. 1 PRIOIRTY
LEARN HOW TO WIN AT SEO
LEARN HOW TO FUEL SEO WITH SOCIAL & PR
LEARN HOW TO MEASURE IT ALL
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IABC OMAHA OCT 17, 2013
TWO TYPES OF MARKETING
BRAND MARKETING
DIRECT RESPONSE
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IABC OMAHA OCT 17, 2013
OUR OBJECTIVES
How do I get their attention? (Brand)
How do I raise their curiosity? (Brand)
How do I get them to raise their hand? (Direct)
How do I get them to convert? (Direct)
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BUT SOCIAL ISN’T FIRST!!!
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IABC OMAHA OCT 17, 2013
SEO HAS EVOLVED.
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THE BASICS (IN TWO MINUTES OR LESS)
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IABC OMAHA OCT 17, 2013
HOW GOOGLE WORKS
SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER
60 TRILLION INDIVIDUAL PAGES
AND IT’S CONSTANTLY GROWING
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IABC OMAHA OCT 17, 2013
HOW GOOGLE WORKS
Google navigates the web by
CRAWLING Software called “spiders” follows
links from page to page.
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IABC OMAHA OCT 17, 2013
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
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IABC OMAHA OCT 17, 2013
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
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IABC OMAHA OCT 17, 2013
THE ROLE OF SEO
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
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Enquiro (2007)
Chi9ka (2010)
Slingshot (2011)
CTR BY POSITION
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IABC OMAHA OCT 17, 2013
TO BE AN SEO SUPERHERO GET MORE LINKS
The Old Way!
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IABC OMAHA OCT 17, 2013
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
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ENTER PR + SOCIAL
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IABC OMAHA OCT 17, 2013
HOW GOOGLE WORKS
Ranking in 2013
IABC OMAHA OCT 17, 2013
Become a thought leader 12 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
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IABC OMAHA OCT 17, 2013
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
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IABC OMAHA OCT 17, 2013
“Content is the currency for building social relationships that boost earned media.” -- @leeodden
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IABC OMAHA OCT 17, 2013
SO, WHAT MAKES CONTENT “GREAT”
Original Simple Valuable &
Useful Entertains Emotional
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IABC OMAHA OCT 17, 2013
ABOVE ALL, CONTENT MUST BE
RELEVANT
TO YOUR TARGET AUDIENCE
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IABC OMAHA OCT 17, 2013
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
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IABC OMAHA OCT 17, 2013
THE TRUTH ABOUT ORGANIC REACH
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IABC OMAHA OCT 17, 2013
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IABC OMAHA OCT 17, 2013
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
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IABC OMAHA OCT 17, 2013
ROLE OF SOCIAL: IT RANKS WELL F500 Brands with Social
Media on First Page of Google
90%
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IABC OMAHA OCT 17, 2013
TWEET THIS: YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE)
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IABC OMAHA OCT 17, 2013
CONTENT IS
FIRE
SOCIAL MEDIA IS
GASOLINE - Best-Selling Author Jay Baer
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PUTTING IT ALL TOGETHER
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IABC OMAHA OCT 17, 2013
HOW DOES THIS TRANSLATE?
> It’s more than sharing recipes, events or your product
> It’s more than your specials, deals or facilities
> It’s about creating compelling reasons to dine/visit/talk/share
> It’s about making a compelling argument they MUST visit
> What makes your audience say “Holy Smokes?” Do that. A lot.
> Examples …
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IABC OMAHA OCT 17, 2013
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IABC OMAHA OCT 17, 2013
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IABC OMAHA OCT 17, 2013
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IABC OMAHA OCT 17, 2013
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IABC OMAHA OCT 17, 2013
CONVERGENCE
SEO &
Public Relations
Content Marketing
Social Media
WOM
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IABC OMAHA OCT 17, 2013
WHAT TO MEASURE
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IABC OMAHA OCT 17, 2013
MEASURE TO YOUR GOAL
> Conversions
> Leads
> Awareness
> Referrals
> Feedback/Custom Service
> Content Accumulation
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IABC OMAHA OCT 17, 2013
TWO TYPES OF MARKETING
BRAND MARKETING
DIRECT RESPONSE
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IABC OMAHA OCT 17, 2013
TWEET THIS:
The only true way to win search is to ultimately deserve it. Be awesome and do things to make people talk about you.
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IABC OMAHA OCT 17, 2013
THANK YOU.
JASON FALLS
@JASONFALLS WWW.GOELASTIC.COM
WWW.JASONFALLS.COM