The Convergence Imperative

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.

IABC OMAHA OCT 17, 2013

TODAY

BASELINE: SEARCH 101

ENTER PR & SOCIAL

MOMENTS OF TRUTH: Search & Reputation

CONVERGENCE

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CONVERGENCE

Success (on and offline)

Public Relations

Content Marketing

Social Media


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


SEO HAS EVOLVED.

THE BASICS (IN TWO 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

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


TO BE AN SEO SUPERHERO GET MORE LINKS

The Old Way!


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 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


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


WE’RE ALL IN THE CONTENT BUSINESS

Public Relations Messaging

Press Releases Pitches

Blog Posts White Papers

Social Content Events

Digital Marketing Blog posts

Social media Ad Copy

Website copy Email marketing

Video White papers

Slide inspired by @leeodden at @TopRankMarke9ng


“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


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%


IT LENDS SOCIAL PROOF & AUTHORITY

Use Google Authorship!


TWEET THIS:

YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE)


CONCEPT THE ZERO 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


CONVERGENCE

SEO &

Public Relations

Content Marketing

Social Media

WOM


TWEET THIS:

SEARCH CANNOT EXIST IN A VACUUM.

PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED


SIX 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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THE MAJOR TAKEAWAY

We need to come to terms with the fact that what Google has consistently told us with their adjustments is that the only way to truly win search is to ultimately deserve it. You do that by being an awesome company with awesome products, great reviews and organic links generated because people enjoy talking about your company.


TWEET THIS:

The only way to truly win search is to ultimately deserve it. Be awesome and do things that make people want to talk about you.


THANK YOU.