The Strategic Intersection of Search, Email and Social - Blue Sky Factory Webinar
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Email marketing. Social media. Search. All three can – and sometimes do – live on their own. However, when combined into an integrated strategy, they are an unstoppable force. Email marketing feeds social media. Social media feeds email marketing. Both feed search and search feeds both. Confused yet? In our webinar, "The Strategic Intersection of Search, Email and Social"; DJ Waldow, Director of Community at Blue Sky Factory and David Reske, Founder & Managing Director of Nowspeed, provided the following insights: A brief background on email, social, and search as well as their current state. An 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.
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The Strategic Intersection of Search, Email and Social - Blue Sky Factory Webinar
- 1. The Strategic Intersection of Search, Email and Social JUNE 16, 2011: 2PM – 2:45PM ET DJ Waldow & Dave Reske #BSFW A Blue Sky Factory Webinar Subscribe to email alerts about future webinars
- 2. 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 David Reske, Founder and President Nowspeed We deliver the best campaign performance optimization and dreske@nowspeed.com analytics 508 616-0111 x202 Weekly review of campaign performance Twitter: davidreske Marketing Dashboard Dedicated project manager LinkedIn: David Reske
- 5. 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. 4
- 6. Brief background on email, social, and search as well as their current state. 5
- 7. SOCIAL MEDIA AND SEARCH 6
- 8. SOCIAL MEDIA AND SEARCH 7
- 9. EMAIL & SOCIAL MEDIA 8
- 10. HOW IS SOCIAL MEDIA INFLUENCING EMAIL MARKETING? 9
- 11. SHARE OF B2B ONLINE MARKETING BUDGET 10
- 12. OVER 600 (NOW 700) MILLION FACEBOOK USERS! 11
- 13. 12
- 14. Flickr – Sean MacEntee 13
- 15. 100 MILLION USERS (& NOW PUBLIC) 14
- 16. YOUTUBE: 2ND LARGEST SEARCH ENGINE 15
- 17. 16
- 18. 17
- 19. Download the full report here. 18
- 20. INBOUND VS OUTBOUND MARKETING Outbound Inbound 19
- 21. INBOUND VS OUTBOUND MARKETING • Direct Mail Outbound • Email Inbound 19
- 22. INBOUND VS OUTBOUND MARKETING • Direct Mail Outbound • Email • Search • Web Inbound • Social 19
- 23. INBOUND VS OUTBOUND MARKETING • Direct Mail Outbound • Email • Social • Search • Web Inbound • Social 19
- 24. OPTIMIZED & INTEGRATED MARKETING 20
- 25. OPTIMIZED & INTEGRATED MARKETING Search PPC/ SEO Keywords, Content & Offers Social Media Email Optimized Website, Content & Landing Pages 20
- 26. OPTIMIZED & INTEGRATED MARKETING Search PPC/ SEO Keywords, Content & Offers Social Media Email Optimized Website, Content & Landing Pages 20
- 27. OPTIMIZED & INTEGRATED MARKETING Search PPC/ SEO Keywords, Content & Offers Social Media Email Optimized Website, Content & Landing Pages Email Social Media Nurture Nurture 20
- 28. ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION? Social Email Media Search 21
- 29. HOW DOES YOUR EMAIL MARKETING PROGRAM COMPARE WITH SOCIAL & SEARCH? Email Marketing Social Media Search • Number of Email • Number of Likes and • Available Search Addresses Followers Traffic • Number of messages • Number of messages • Visibility and sent sent Impressions • Clicks - Click Through • Clicks - Click Through • Clicks - Click Through Rate Rate Rate • Conversion Rate • Conversion Rate • Conversion Rate 22
- 30. Understanding of how each channel (email, social, search) powers each other. 23
- 31. INTEGRATION: SEARCH, EMAIL & SOCIAL Email Social Search Media 24
- 32. WHAT ALL MARKETERS WANT 25
- 33. INTEGRATION: EMAIL & SOCIAL Email Social Media Search 26
- 34. INTEGRATION: EMAIL & SOCIAL Use Social Media to build your house list Create social links in email to promote sharing Share email content on social media sites Email as you send your email Use email to drive traffic to social media sites Social Send email to Social Media influencers Media Search Nurture contacts with both email and social media 26
- 35. USE SOCIAL MEDIA TO GROW YOUR LIST 27
- 36. USE SOCIAL MEDIA TO GROW YOUR LIST 27
- 37. USE SOCIAL MEDIA TO GROW YOUR LIST 27
- 38. USE EMAIL TO ENCOURAGE SOCIAL SHARING 28
- 39. USE TWITTER TO GROW YOUR LIST 29
- 40. USE FACEBOOK TO GROW YOUR LIST 30
- 41. USE FACEBOOK TO GROW YOUR LIST 31
- 42. USE FACEBOOK TO GROW YOUR LIST 32
- 43. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
- 44. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
- 45. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
- 46. USE EMAIL TO ENCOURAGE SOCIAL SHARING 33
- 47. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK 34
- 48. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK 35
- 49. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK The More You “Like” The More You Save 36
- 50. TARGETED EMAIL TO SOCIAL MEDIA INFLUENCERS Send targeted email to Identify Email House Influencers Social Invitation Email post Traffic! media or List content - Influencers Special Exponential on List Content 37
- 51. NUTURE LIST; MOVE THROUGH BUYING PROCESS 38
- 52. NUTURE LIST; MOVE THROUGH BUYING PROCESS Search PPC/ SEO Keywords, Social Content & Offers Media Email Optimized Website, Content & Landing Pages 38
- 53. NUTURE LIST; MOVE THROUGH BUYING PROCESS Search PPC/ SEO Keywords, Social Content & Offers Media Email Optimized Website, Content & Landing Pages 38
- 54. NUTURE LIST; MOVE THROUGH BUYING PROCESS Search PPC/ SEO Keywords, Social Content & Offers Media Email Optimized Website, Content & Landing Pages Email Social Media Nurture Nurture 38
- 55. INTEGRATION: EMAIL & SEARCH Use search to build opt- in email lists Put Email content on Website and SEO Email optimize to drive traffic Use paid search to test messages and offers Social Search Media 39
- 56. INTEGRATION: EMAIL & SEARCH Use Social Media to build Use search to build opt- your house list in email lists Create social links in email Put Email content on to promote sharing Website and SEO Share email content Email optimize to drive traffic on social media sites Use paid search to test as you send your email messages and offers Use email to drive traffic to social media sites Social Search Media Send email to Social Media influencers Nurture contacts with both email and social media 39
- 57. EMAIL IS NOT INTEGRATED WITH SEARCH 40
- 58. USE SEARCH TO BUILD EMAIL LIST 41
- 59. LEVERAGE EMAIL CONTENT ON SEO-OPTIMIZED LANDING PAGES – SOCIAL MEDIA SHARING Leverage Email Content on SEO Optimized Landing Pages - Social Media Sharing 42
- 60. INTEGRATION: EMAIL, SEARCH, & SOCIAL Use search to build opt-in email lists Put Email content on Website Email and SEO optimize to drive traffic Use paid search to test messages and offers Social Search Media Search to drive social media traffic and followers SEO Optimize social media sites 43
- 61. INTEGRATION: EMAIL, SEARCH, & SOCIAL Use Social Media to build Use search to build opt-in email your house list lists Create social links in email Put Email content on Website to promote sharing Email and SEO optimize to drive traffic Share email content on social media sites Use paid search to test as you send your email messages and offers Use email to drive traffic to social Social media sites Search Send email to Social Media Media influencers Nurture contacts with both email and Search to drive social media traffic and followers social media SEO Optimize social media sites 43
- 62. BUILD AUDIENCE WITH PAID & ORGANIC SEARCH • Increase search engine rank on selected keywords • Increase overall traffic to the site • Optimize Cost/Conversion 44
- 63. USE SOCIAL MEDIA TO DOMINATE SEARCH RESULTS 45
- 64. INTEGRATION: EMAIL, SEARCH, & SOCIAL Use Social Media to build Use search to build opt-in email your house list lists Create social links in email Put Email content on Website to promote sharing Email and SEO optimize to drive traffic Share email content on social media sites Use paid search to test as you send your email messages and offers Use email to drive traffic to social Social media sites Search Send email to Social Media influencers Media Nurture contacts with both email and Search to drive social media traffic and followers social media SEO Optimize social media sites 46
- 65. Actionable steps that you can take (now) to begin integrating email, social, and search. 47
- 66. TIME FOR A NEW STRATEGY Social Email Media Search 48
- 67. TIME FOR A NEW STRATEGY Social Email Media Search Email Social Search Media 48
- 68. INTEGRATE SOCIAL INTO SEARCH Ads on Social Sites Organic Paid Search Optimize Search Get Seen Landing Pages SEO Web Build Links Content 49
- 69. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct Sites Organic Paid Search Optimize Search Get Seen Landing Pages SEO Web Build Links Content 49
- 70. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct Sites Organic Paid Search Optimize Search Get Seen Landing Pages Video SEO Web Build Links Content 49
- 71. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct Sites Organic Paid Search Optimize Search Get Seen Landing Pages Video Comments SEO Web Build Links Content 49
- 72. INTEGRATE SOCIAL INTO SEARCH Ads on Social Adwords & Direct Sites Organic Paid Search Optimize Search Get Seen Landing Pages Video Comments SEO Web Easy to share Build Links Content 49
- 73. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content Sites Organic Paid Search Optimize Search Get Seen Landing Pages Video Comments SEO Web Easy to share Build Links Content 49
- 74. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content Sites Organic Paid Search Optimize Search Get Seen Landing Pages Keyword filled Video content with links Comments SEO Web Easy to share Build Links Content 49
- 75. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content Sites Organic Paid Search Optimize Search Get Seen Landing Pages Keyword filled Video content with links Social Media Comments Press Releases SEO Web Easy to share Build Links Content 49
- 76. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content Sites Organic Paid Search Optimize Search Get Seen Landing Pages Keyword filled Video content with links Social Media Comments Press Releases Article Distribution SEO Web Easy to share Build Links Content 49
- 77. INTEGRATE SOCIAL INTO SEARCH Embed Keywords in Video and other Ads on Social Adwords & Direct content Sites Organic Paid Search Optimize Search Get Seen Landing Pages Keyword filled Video content with links Social Media Comments Press Releases Article Distribution SEO Web Easy to share Build Links Keyword filled Website Content Hub-page 49
- 79. DJ Waldow, Director Community at Blue Sky David Reske, Founder and President Factory Nowspeed dreske@nowspeed.com djwaldow on all social networks or type 508 616-0111 x202 “DJ Waldow” in your favorite search Twitter: davidreske engine LinkedIn: David Reske 51