Brands Win Online: PR + Social + Local Search = Boom! - Will Scott (MnSummit 2019)
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Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.
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Brands Win Online: PR + Social + Local Search = Boom! - Will Scott (MnSummit 2019)
- 1. PR + Social + Local = Boom! WILL SCOTT CEO & CO-FOUNDER OPTIMIZE YOUR POTENTIAL.
- 2. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit “ “ Give a man a fish and he'll eat for a day. Teach him how to fish and he'll eat for a lifetime. - Ancient Chinese Proverb
- 3. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit “ “ Build a man a fire and he'll be warm for a day. Set a man on fire and he'll be warm for the rest of his life. - Terry Pratchett
- 4. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit “ “ The key to success is sincerity. Once you can fake that, you’ve got it made. - Facebook Advertiser Guidelines
- 5. ABOUT WILL SCOTT ● Optimizing Potential Since 1994 ● Founded Search Influence in 2006 With COO & Wife Angie Scott ● Has Led Teams Responsible for Thousands of Sites , Hundreds of Thousands of Pages and Millions of Page 1 Rankings ● Follow Me @w2scott CEO & Co-Founder #localu @w2scott @searchinfluence Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 6. AGENDA Why do brands matter? What does a brand look like? What are some signals of a brand? Can a local business look like a brand? What are some tactics to look like a brand? Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 7. “ “ Brands are the solution, not the problem… brands are how you sort out the cesspool. -Eric Schmidt Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 9. WHY BRANDS MATTER Trust Credibility Recognition Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 10. WHAT A “BRAND” LOOKS LIKE
- 11. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 12. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 13. IT FEELS LIKE THERE'S NO GOOD OPTION Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 14. WE MUST HELP HER LOOK LIKE A BRAND. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 15. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 16. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 17. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 18. SMALL OR LOCAL BRANDS
- 19. HOW CAN youDO IT? Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 25. KING CAKE
- 26. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 27. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 29. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 30. AUDIENCE ENGAGEMENT +2,700 engagements +1,200 engagements +820 engagements Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 31. ONLINE BRAND MENTIONS Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 32. INFLUENCER MENTIONS Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit 463 likes, 10 Comments 1298 likes, 52 comments 452 likes, 52 comments
- 33. ONLINE REVIEWS & TESTIMONIALS 102 Total Reviews Gained 80 Net promoter score 57 New 5 Star Facebook Reviews 12 New 5 Star Google Reviews Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 34. “MOMS BLOG” NETWORK Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 35. ADULT EDUCATION
- 36. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 37. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit NAME AGE EDUCATION NARRATIVE & TRIGGERS CHALLENGES ● Manny is a new father, this new role has caused him to become especially wary of the dangers present in today’s world. ● The Global War on Terrorism, coupled with his desire to make the world a safer place for his daughter has galvanized him to seek a new career in Intelligence for the FBI, working to gather information to prevent potential threats to the U.S. ● While disciplined thanks to his military training, Manny becomes restless in the traditional school environment. ● He is eager to advance his career and grow his income as soon as possible. Bachelor’s Degree 37 Manuel CAMPUS CURRENT OCCUPATION Veteran of the US Marine Corps, current deputy in the Jefferson Parish Sheriff’s Office New Orleans & Online PROGRAM Master of Professional Studies in Homeland Security
- 38. Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit Military and Veteran Education Benefits Available at Tulane School of Professional Advancement Yellow Ribbon Program - Tulane School of Professional Advancement National Hire a Veteran Day - Tulane School of Professional Advancement VETERAN VIDEOS
- 39. HURRICANE "GO BAG" EXAMPLE Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit How to Make Hurricane Season Go Bags - Tulane SoPA Emergency & Security Studies on WVUE Essential Items to Pack in a Hurricane Go-bag SERP
- 40. MEDIA MENTION Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit Forbes - New Ways To Prevent Identity Theft During The Holiday Shopping Season
- 41. MEDIA MENTION Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit Secure Holiday Shopping Tips From Tulane SoPA
- 42. CAREER/ADULT LEARNERS Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit Back-To-Business Basics With Tulane’s Cynthia Washington New Year, New You: Preparing for a Job Interview With Tulane School of Professional Advancement Tips for Balancing School, Work, and Family Life
- 43. CAREER/ADULT LEARNERS Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit How to Succeed at Your Internship Get the Most Out of Your Summer Internship Invest in Your Career With Professional Development
- 44. MEDIA MENTIONS APRIL - JANUARY 53 Trackable Media Placements 20 Media Opportunities Passed On 3,281,702 Estimated Media Impression Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit
- 45. TACTICAL STARTING POINTS Real PR & HARO Local News Local/Niche Bloggers Fake News Confidential, Property of Search Influence © 2019#w2scott #MNSearch #MNSummit