The Strategic Intersection of Search, Email and Social
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
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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
dreske@nowspeed.com
performance optimization and
analytics
508 616-0111 x202
Weekly review of campaign performance
Twitter: davidreske
Marketing Dashboard
LinkedIn: David Reske
Dedicated project manager
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.
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5. Brief background on email, social, and
search as well as their current state.
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19. INBOUND VS OUTBOUND MARKETING
•
Direct
Mail
Outbound
•
Email
•
Social
•
Search
•
Web
Inbound
•
Social
19
20. OPTIMIZED INTEGRATED MARKETING
Search
PPC/
Keywords, Social
SEO
Content Offers
Media
Email
Optimized Website, Content Landing Pages
Email Social Media
Nurture
Nurture
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21. ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION?
Social
Email
Media
Search
21
22. 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
26. INTEGRATION: EMAIL SOCIAL
Use Social Media to build
your house list
Create social links in email
to promote sharing
Share email content
Email
on social media sites
as you send your email
Use email to drive
Social
traffic to social
media sites
Search
Send email to Social
Media influencers
Media
Nurture contacts with
both email and
social media
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36. USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK
The More You “Like” The More You Save
36
37. TARGETED EMAIL TO
SOCIAL MEDIA INFLUENCERS
Send
targeted
email
to
influencers
with
social
media
accounts
IdenGfy
Email
Influencers
Social
House
Email
InvitaGon
or
post
media
Traffic!
List
Special
content
-‐
Influencers
Content
ExponenGal
on
List
37
38. NUTURE LIST; MOVE THROUGH BUYING PROCESS
Search
PPC/
Keywords, Social
SEO
Content Offers
Media
Email
Optimized Website, Content Landing Pages
Email Social Media
Nurture
Nurture
38
39. 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
Website and SEO
Email
to promote sharing
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
media sites
Social
Search
Send email to Social
Media influencers
Media
Nurture contacts with
both email and
social media
39
43. INTEGRATION: EMAIL, SEARCH, SOCIAL
Use Social Media to build Use search to build opt-in
your house list
email 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
43
44. BUILD AUDIENCE WITH PAID ORGANIC SEARCH
• Increase search engine rank on selected keywords
• Increase overall traffic to the site
• Optimize Cost/Conversion
44
46. INTEGRATION: EMAIL, SEARCH, SOCIAL
Use Social Media to build Use search to build opt-in
your house list
email 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
47. Actionable steps that you can take (now) to
begin integrating email, social, and search.
47
48. TIME FOR A NEW STRATEGY
Social
Email
Media
Search
Email
Social
Search
Media
48
49. INTEGRATE SOCIAL INTO SEARCH
Embed Keywords
in Video and other Adwords Direct
content
Organic Ads on Paid
Get Seen
Social Sites
Search
Search
Video
Keyword filled Optimize
content with links
Build Landing
Social Media Links
Pages
Comments
Press Releases
Article Distribution
Easy to share
SEO Web
Keyword filled Website Content
Hub-page
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51. DJ Waldow, Director Community at Blue David Reske, Founder and President
Sky 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
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