how yinz doin?
DESCRIPTION
Jason Falls, surrogate Yinzer, provides straight talk about social, PR and SEO to the VisitPittsburgh Social Media Event from June, 2014.TRANSCRIPT
CEDAR CREEK PROPOSAL | JUL XX, 2012 1
HOW Y’INZ DOIN’?Driving Engagement and Action Online
To Bring People To Pixburg
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TODAY
TWO KINDS OF MARKETING
HOW DO DESTINATIONS LEVERAGE THEM?
SEARCH, SOCIAL & PR CONVERGENCE
MEASURING SUCCESS
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TWO TYPES OF MARKETING
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OUR OBJECTIVES
How do I get their attention? (Brand)
How do I raise their curiosity? (Brand)
How do I get them to raise their hand? (Direct)
How do I get them to convert? (Direct)
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BUT NOT JUST WITH SOCIAL!!!
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SEO HAS EVOLVED.
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HOW GOOGLE WORKSWhen a search is entered, Google uses
ALGORITHMSTo rank the results and deliver users the most relevant results.
We use +200 factors to rank the results
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THE ROLE OF SEO
1 2 3 4 5 6 7 8 9 100.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Enquiro (2007)Chitika (2010)Slingshot (2011)
CTR BY POSITION
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TO BE AN SEO SUPERHEROGET MORE LINKS
The Old Way!
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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
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HOW GOOGLE WORKS
Ranking in 2013
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Become a thought leader12 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
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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
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WE’RE ALL IN THE CONTENT BUSINESS
Public RelationsMessaging
Press ReleasesPitches
Blog PostsWhite Papers
Social ContentEvents
Digital Marketing
Blog postsSocial media
Ad CopyWebsite copy
Email marketingVideo
White papersSlide inspired by @leeodden at @TopRankMarketing
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“Content is the currency for building social relationships that boost earned media.”-- @leeodden
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SO, WHAT MAKES CONTENT “GREAT”
Original SimpleValuable & Useful
Entertains
Emotional
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ABOVE ALL, CONTENT MUST BE
RELEVANT TO YOUR TARGET AUDIENCE
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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
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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
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ROLE OF SOCIAL: IT RANKS WELLF500 Brands with Social Media on First Page of
90%
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IT LENDS SOCIAL PROOF & AUTHORITY
Use Google Authorship!
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THE TRUTH ABOUT ORGANIC REACH
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CONTENT IS
FIRESOCIAL MEDIA IS
GASOLINE- Best-Selling Author Jay
Baer
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TWEET THIS:
YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK.(ACCORDING TO GOOGLE)
PUTTING IT ALL TOGETHER
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HOW DOES THIS TRANSLATE?
> It’s more than sharing recipes, events or your product
> It’s more than your specials, deals or facilities
> It’s about creating compelling reasons to dine/visit/talk/share
> It’s about making a compelling argument they MUST visit
> What makes your audience say “Holy Smokes?” Do that. A lot.
> Examples …
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CONVERGENCE
WOM
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WHAT TO MEASURE
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MEASURE TO YOUR GOAL
> Conversions
> Leads
> Awareness
> Referrals
> Feedback/Custom Service
> Content Accumulation
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TWEET THIS:
The only way to truly win search & social is to ultimately deserve it. Be awesome and do things that make people want to talk about you.
IABC OMAHA OCT 17, 2013BEAT ‘EM BUCS