The College of Business’ Search Marketing Workshop Recap

By: Danita Tatum

Keynote Speaker Jon Beebe  Source: photo from @klavaute

Keynote Speaker Jon Beebe
Source: photo from @klavaute

On Friday, Nov. 13, 2015, I had the pleasure of attending the Search Marketing Workshop, which brought together professionals, professors and students so they could hear about digital marketing success stories and strategies. The keynote speaker for the conference was Jon Beebe (@JonBeebe), who handles Digital Strategy and Integration for GM. He discussed the significance of big data, how it’s organized, and how it’s used in marketing. It was extremely educational and interesting.

After Beebe’s speech and a short Q&A, I moved on to one of the two workshops, “Search and Social, Making it Work Together” and “Effective Search Campaigns.” I attended the “Effective Search Campaigns” workshop, which consisted of three speakers: Angelina Miller (@aevergari) of iProspect, Chris Kujawksi (@themetricsguru) of Hanson Inc., and Matt Laurin (@mlaurin) of General RV. Each speaker talked about the strategies they used in order to maximize traffic to their organization’s website or specific pages of information. During this workshop, I learned the following:

  • Try to avoid having your organization fall under general search results. For instance, if you’re working for a law firm that handles family law, then you wouldn’t want your business to pop up when someone searches “attorney in Michigan,” but you would want your business to pop up when someone searches “divorce attorney in Michigan.”
  • Don’t sleep on when buying search words. Apparently, approximately 20 percent of people in the U.S use Bing as their search engine.

I also had the choice of attending “The Fusion of Everything: When All Media Becomes Digital” and “Effective Social Campaigns.” I decided to attend the “Effective Social Campaigns” workshop, which was very insightful. David Murray (@DaveMurr) of Blue Cross Blue Shield of Michigan, Kelly Lavaute (@Klavaute) of FleishmanHillard, and Taylor Hulyk (@TaylorHulyk) of re:group discussed effective social media campaigns they had implemented and strategies and resources that could be used when working on a campaign. This workshop was really educational and taught me the following:

  • Pareto’s rule in action involves getting your consumers/followers engaged in what you’re doing and having them participate in the campaign/contest.
  • Know your audience.
  • When you are having any sort of contest involving a third party app provider, do your research and be able to read contracts. Also, lawyers are useful too.

Although I did not attend the “Search and Social…” workshop, I heard it was great. The speakers for that workshop were: Susan Emerick (@sfemerick) of Brands Rising, Jeff Alderman of Universal McCann, and Sean Hickey of PWB. The other workshop I missed was the “Fusion of Everything…” workshop, which featured Chad Wiebesick (@Wiebesick), Director of Social Media and Interactive Marketing for Pure Michigan and the executive for EMU’s Center for Digital Engagement. Everyone at the conference also tweeted about the event using #emudigital, so if you’d like to learn more great tips or see photos from the conference, feel free to check it out on Twitter.

Danita Tatum is a senior majoring in public relations with a minor in psychology program. She is the Vice President of Professional Development for EMU-PRSSA. Danita also works as a writing tutor at the University Writing Center and manages a PR blog of her own.


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