1. Integrating PR, Search, and Socialto Connect with Your Customers Presented by: Francis SkipperDirector of Search Marketing 451 Marketing

2. Agenda Introduction Public Relations Public Relations + Search Public Relations + Search + Social Media Analytics Q&A

3. Marketing Silos Search PR Social

4. Integrating Marketing Silos Analytics The Conversation Shapes the Message Captures Demand

5. PR Shapes the Message PR

6. Public Relations is More Than Just:

7. PR Shapes the Message…

8. …and Creates the “Buzz”…

9. …by Providing Necessary Human Interaction…

10. …that Facilitates Media Coverage

11. Search Captures Demand Search PR

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

13. 164 Million US ADULT INTERNET USERS 311 MillionUS POPULATION Sources: Blogher (4/11), Pew (5/10), US Census Bureau (5/11)

14. 33% of US consumers spend at least 3 hours online every day. Source: The Media Audit (10/11)

15. Digital is Changing “Consumers can no longer be considered ‘the audience’ – they are simultaneously readers, editors and marketers, especially the younger demographics.” -Lead Analyst, global research firm Source: Choosing a strategic path to the digital consumer, IBM 2010

16. 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 Hour 3,000,000,000 Per Day

17. 20% of monthly Google searches are for local businesses 57% of Internet userssearch the web every day 46% of daily searches are for info on products or services Sources: Google (4/11), SRI (10/10)

18. Search Engine User Behavior 71% ofsearch engine users believe that websites returned at the top of search results are the top brands in their field 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)

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

20. Search Engine Result Page (SERP) 20 % 80 %

21. Changing Landscape: Blended Search

22. Changing Landscape: Blended Search

23. Social Affects SEO

24. mobile By 2014, mobile internet use will overtake desktop internet use

25. Social is the Conversation

26. 152 Million US FACEBOOK USERS 164 Million US ADULT INTERNET USERS 311 MillionUS POPULATION

27. 1 in 8 minutes online spent on Facebook

28. 156 million +registered users Billion+updates per month 5.4 7.8 million brand recommendationsper month % of users follow a brand 31

30. Social Strategy Social Strategy Voice Target Goal Remember the SEO

31. Dancing Deer Baking Co. Case Study

34. 17,000+ entries

35. Facebook fans increased 20%

37. 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 15,117 This resulted in 2.5 million impressions on Twitter!

38. 81 Targeted Blogs Unsolicited National Coverage

39. $175,000+ 2 months!

40. Marketing Silos Analytics

41. Analytics

42. Measure and Monitor

43. 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

44. 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

45. The Meat House Case Study

46. Search

47. Search

48. c Search

49. Search

50. Search + Social

51. Search + Social + PR

53. 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

54. 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

55. Questions?

56. 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

57. We work with and build great brands:

59. Search Engine Optimization (SEO)

60. Pay-Per-Click Advertising

61. Social Media Strategy Development