the strategic intersection of search, email and social - blue sky factory webinar
DESCRIPTION
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.TRANSCRIPT
The Strategic Intersection of Search, Email and Social JUNE 16, 2011: 2PM – 2:45PM ET
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DJ Waldow & Dave Reske#BSFW
A Blue Sky Factory Webinar
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 spentOur portfolio of award-winning workOur customers’ success
We deliver the best campaign performance optimization and analyticsWeekly review of campaign performanceMarketing DashboardDedicated project manager
David Reske, Founder and PresidentNowspeed
[email protected] 616-0111 x202Twitter: davidreskeLinkedIn: David Reske
http://www.blueskyfactory.com/demo/
http://www.blueskyfactory.com/demo/
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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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Brief background on email, social, and search as well as their current state.
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SOCIAL MEDIA AND SEARCH
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SOCIAL MEDIA AND SEARCH
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EMAIL & SOCIAL MEDIA
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HOW IS SOCIAL MEDIA INFLUENCING EMAIL MARKETING?
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SHARE OF B2B ONLINE MARKETING BUDGET
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OVER 600 (NOW 700) MILLION FACEBOOK USERS!
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Flickr – Sean MacEntee
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100 MILLION USERS (& NOW PUBLIC)
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YOUTUBE: 2ND LARGEST SEARCH ENGINE
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Download the full report here.
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INBOUND VS OUTBOUND MARKETING
Outbound
Inbound
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INBOUND VS OUTBOUND MARKETING
Outbound
Inbound
• Direct Mail
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INBOUND VS OUTBOUND MARKETING
Outbound
Inbound
• Direct Mail
• Search
• Web
• Social
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INBOUND VS OUTBOUND MARKETING
Outbound
Inbound
• Direct Mail
• Search
• Web
• Social
• Social
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OPTIMIZED & INTEGRATED MARKETING
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OPTIMIZED & INTEGRATED MARKETINGSearch PPC/SEO
Social Media
Optimized Website, Content & Landing
Pages
Keywords, Content & Offers
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OPTIMIZED & INTEGRATED MARKETINGSearch PPC/SEO
Social Media
Optimized Website, Content & Landing
Pages
Keywords, Content & Offers
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OPTIMIZED & INTEGRATED MARKETINGSearch PPC/SEO
Social Media
Optimized Website, Content & Landing
Pages
Keywords, Content & Offers
Email Nurture
Social MediaNurture
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ARE THESE FUCTIONS SILOS IN YOUR ORGANIZATION?
EmailSocialMedia Search
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HOW DOES YOUR EMAIL MARKETING PROGRAM COMPARE WITH SOCIAL & SEARCH?
Email Marketing• Number of Email
Addresses
• Number of messages sent
• Clicks - Click Through Rate
• Conversion Rate
Social Media• Number of Likes and
Followers
• Number of messages sent
• Clicks - Click Through Rate
• Conversion Rate
Search• Available Search
Traffic
• Visibility and Impressions
• Clicks - Click Through Rate
• Conversion Rate
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Understanding of how each channel (email, social, search) powers each other.
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SearchSocialMedia
INTEGRATION: SEARCH, EMAIL & SOCIAL
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WHAT ALL MARKETERS WANT
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SearchSocialMedia
INTEGRATION: EMAIL & SOCIAL
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Use Social Media to buildyour house list
Create social links in emailto promote sharing
Share email content on social media sites as you send your email
Use email to drive traffic to social media sites
Send email to Social Media influencers
Nurture contacts withboth email and social media
SearchSocialMedia
INTEGRATION: EMAIL & SOCIAL
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USE SOCIAL MEDIA TO GROW YOUR LIST
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USE SOCIAL MEDIA TO GROW YOUR LIST
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USE SOCIAL MEDIA TO GROW YOUR LIST
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USE EMAIL TO ENCOURAGESOCIAL SHARING
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USE TWITTER TO GROW YOUR LIST
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USE FACEBOOK TO GROW YOUR LIST
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USE FACEBOOK TO GROW YOUR LIST
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USE FACEBOOK TO GROW YOUR LIST
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USE EMAIL TO ENCOURAGESOCIAL SHARING
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USE EMAIL TO ENCOURAGESOCIAL SHARING
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USE EMAIL TO ENCOURAGESOCIAL SHARING
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USE EMAIL TO ENCOURAGESOCIAL SHARING
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USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK
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USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK
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USE EMAIL TO GROW YOUR SOCIAL MEDIA NETWORK
The More You “Like” The More You Save
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House Email List
Identify Social media
Influencers on List
Email Invitation
or Special Content
Influencers post
content - Exponential
Traffic!
TARGETED EMAIL TOSOCIAL MEDIA INFLUENCERS
Send targeted email to
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NUTURE LIST; MOVE THROUGH BUYING PROCESS
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Search PPC/SEO
Social Media
Optimized Website, Content & Landing
Pages
Keywords, Content & Offers
NUTURE LIST; MOVE THROUGH BUYING PROCESS
38
Search PPC/SEO
Social Media
Optimized Website, Content & Landing
Pages
Keywords, Content & Offers
NUTURE LIST; MOVE THROUGH BUYING PROCESS
38
Search PPC/SEO
Social Media
Optimized Website, Content & Landing
Pages
Keywords, Content & Offers
Email Nurture
Social MediaNurture
NUTURE LIST; MOVE THROUGH BUYING PROCESS
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Use search to build opt-in email lists
Put Email content on Website and SEO optimize to drive traffic
Use paid search to test messages and offers
SearchSocialMedia
INTEGRATION: EMAIL & SEARCH
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Use search to build opt-in email lists
Put Email content on Website and SEO optimize to drive traffic
Use paid search to test messages and offers
SearchSocialMedia
Use Social Media to buildyour house list
Create social links in emailto promote sharing
Share email content on social media sites as you send your email
Use email to drive traffic to social media sites
Send email to Social Media influencers
Nurture contacts withboth email and social media
INTEGRATION: EMAIL & SEARCH
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EMAIL IS NOT INTEGRATED WITH SEARCH
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USE SEARCH TO BUILD EMAIL LIST
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LEVERAGE EMAIL CONTENT ON SEO-OPTIMIZED LANDING PAGES – SOCIAL MEDIA SHARING
Leverage Email Content on SEO Optimized Landing Pages - Social Media Sharing
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Use search to build opt-in email lists
Put Email content on Website and SEO optimize to drive traffic
Use paid search to test messages and offers
SearchSocialMedia
INTEGRATION: EMAIL, SEARCH, & SOCIAL
Search to drive social media traffic and followersSEO Optimize social media sites
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Use search to build opt-in email lists
Put Email content on Website and SEO optimize to drive traffic
Use paid search to test messages and offers
SearchSocialMedia
Use Social Media to buildyour house list
Create social links in emailto promote sharing
Share email content on social media sites as you send your email
Use email to drive traffic to social media sites
Send email to Social Media influencers
Nurture contacts withboth email and social media
INTEGRATION: EMAIL, SEARCH, & SOCIAL
Search to drive social media traffic and followersSEO Optimize social media sites
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• Increase search engine rank on selected keywords• Increase overall traffic to the site• Optimize Cost/Conversion
BUILD AUDIENCE WITH PAID & ORGANIC SEARCH
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USE SOCIAL MEDIA TODOMINATE SEARCH RESULTS
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Use search to build opt-in email lists
Put Email content on Website and SEO optimize to drive traffic
Use paid search to test messages and offers
SearchSocialMedia
Use Social Media to buildyour house list
Create social links in emailto promote sharing
Share email content on social media sites as you send your email
Use email to drive traffic to social media sites
Send email to Social Media influencers
Nurture contacts withboth email and social media
Search to drive social media traffic and followersSEO Optimize social media sites
INTEGRATION: EMAIL, SEARCH, & SOCIAL
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Actionable steps that you can take (now) to begin integrating email, social, and search.
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TIME FOR A NEW STRATEGY
EmailSocialMedia Search
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SearchSocialMedia
TIME FOR A NEW STRATEGY
EmailSocialMedia Search
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Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
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Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Adwords & Direct
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Adwords & Direct
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Adwords & Direct
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & Direct
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & DirectEmbed Keywordsin Video and other content
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & DirectEmbed Keywordsin Video and other content
Keyword filled content with links
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & DirectEmbed Keywordsin Video and other content
Keyword filled content with links
Social MediaPress Releases
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & DirectEmbed Keywordsin Video and other content
Keyword filled content with links
Social MediaPress Releases
Article Distribution
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
49
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & DirectEmbed Keywordsin Video and other content
Keyword filled content with links
Social MediaPress Releases
Article Distribution
Keyword filled Website Hub-page
PaidSearch
OrganicSearch
INTEGRATE SOCIAL INTO SEARCH
http://www.blueskyfactory.com/intersection
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David Reske, Founder and PresidentNowspeed
[email protected] 616-0111 x202Twitter: davidreskeLinkedIn: David Reske
DJ Waldow, Director Community at Blue Sky Factory
djwaldow on all social networks or type “DJ Waldow” in your favorite search engine