1. The Importance of Integration
Caroline Spence
Director of PR and Content
The Increasing Relationship between Search, PR and Social Media

2. Advantages of an integrated approach
Why integrate?
Maximises opportunities
Amplifies results
Multiple touchpoints
Achieves commercial objectives (sales!)
Efficient use of resources (people and £)
Quality not quantity

3. How Search, Social and PR have evolved from the traditional silos
Content Marketing:
On Page product descriptions
SEO
Blogs ‘Post & Pray’
Keyword stuffing
Link building (spammy)
Silos – no one talks to each other
PR:
Coverage
Key messages
Brand awareness
Audience reach
‘Cheap’ advertising
Few commercial objectives
Difficult to measure/ evaluate
Social Media:
Reach (Followers, Fans, Likes etc.)
Engagement (interaction with posts)
Frequency of posts etc. ‘Spray & Pray’

4. The New Relationships Lead generation Content Marketing Brand Building
Community/ Nurturing
Brand Loyalty/ Advocacy
Revenue Generation
Social selling
Content Marketing
Off Page Content
Outreach
User Generated Content (UGI)
Infographics, video & visual content
Brand Building
Link Earning
Outreach
Domain authority
Quality external links
Social shares
Lead generation
Community/ Nurturing
Brand Loyalty/ Advocacy
Revenue Generation
Social selling
Influencer Marketing
Media/ bloggers
Sector specific experts
Customer reviews

5. How does PR support Search?
PR supports SEO through:
Generating external links
Increasing domain authority
Bolstering search rankings
Increasing trust through 3rd party reviews
Amplifies existing content i.e. blogs
SEO’d material, posted online
How does that manifest itself:
New metrics – Domain Authority (DA), social shares etc.
SEO’d press releases
Use of Google Analytics to assess traffic and revenue generation
Sales data of featured products

6. How does PR support Social?
PR supports Social through:
Potential for greater reach/ amplification
Provides the story/ content (user generated content)
Increasing Domain Authority
Increasing trust through 3rd party reviews

7. How does Social support PR?
Social supports PR through:
Identification of key influencers e.g. use of Followerwonk
Tool for contacting media/ bloggers
Can provide the story/ content (user generated content)
Amplifies coverage
Amplifies reach
Importance of mobile use (>80%)

8. How does Social support Search?
While social signals like Facebook links or Instagram follower counts may not have a direct effect on the search result. Social media can indirectly support search by:
Increased referral traffic
Provide brands and business another route into the search results
Appear high in search results i.e. Twitter Firehose, How to searches and YouTube

9. How has Search impacted on PR and Social?
Search has become a part of both PR and social:
Keyword/phrase adoption in everything from posts to press releases
Use of Google as a media search tool
Google ‘No follow’ links
Forums and negative news items remaining on Google
Search amplifies social platforms, including:
Twitter Firehose – tweets can be pulled into Google
Pinterest

10. Combining social and paid search by using a ‘Honeypot Content’ Strategy
Plus other types of remarketing:
RLSA – search ads
Shopping
Customer match/audience
Remarketing lists created in Analytics
Your
Website

11. How to include a “honeypot content” in your strategy
Use “honeypot” content to attract potential customers to your site
Use utm codes on all links, so you can create remarketing audiences in Analytics
Use remarketing audiences in conjunction with Text or Shopping Ads (RLSA) to target these users with increased bids when they are proactively buying
Particularly powerful when Shopping ads CPC is high or ROAS is low
This strategy allows you to focus budget on previous visitors to your site, as they are more likely to convert
Reduce ‘compers’ by exclude keyphrases via both paid and organic

12. Overview of our integrated approach

13. THANK YOU