Search & Social Integration: A Toolkit for Getting Started

Search & Social
Integration: A Toolkit
For Getting Started
Speakers:
Meghan Lavin, Director of Marketing, Catalyst
Kieley Taylor, Managing Partner, Global Head of Social, GroupM

www.CatalystDigital.com
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Your Speakers for Today’s Webinar
Kieley Taylor,
Managing Partner,
Global Head of Social,
GroupM
Meghan Lavin,
Director of Marketing,
Catalyst
MODERATOR PRESENTER

POLL QUESTION
What channel do you manage and do you
integrate?
A. I manage social, and we do not integrate with search
B. I manage social, and we do integrate with search
C. I manage search, and we do not integrate with social
D. I manage search, and we do integrate with social
E. I oversee both and take an integrated approach

Search & Social
Integration: A Toolkit
For Getting Started

The Many Benefits
of Integration

THE BENEFITS OF INTEGRATED SEARCH AND SOCIAL
• Informs strategy
• Captures demand
• Improves results
• Delivers insights
• Creates efficiencies
• Encourages fluidity
s
s
Social Media 1.0: Siloed Social Media 2.0: Integrated
Data from other
channels can inform
search optimization
Search & Social data
guides content creation
and media planning
Pure Paid
Search
Search
Remarketing
Social
Search
Mobile
Search

FROM SUCCESS IN A SILO TO INTEGRATED WINS
Social Relevance &
Impact
Social Reach
Focused Search
Growth
Search Reach
Social Reach
Search Reach

HOW SEARCH INFORMS SOCIAL
Effectiveness
• Use top SEO/ SEM terms to buy on social
increasing targeted frequency and driving action
• Use relevant search keywords in social posts to
improve Paid Social resonance and earned
impressions
• Find new audiences based on search click volume
Social Relevance &
Impact
Social Reach
Search Reach

HOW SEARCH INFORMS SOCIAL
Social Relevance &
Impact
Social Reach
Search Reach
Efficiency
• Re-target site visitors on social to drive efficient
frequency and convert prospects
• Shift poorer performing lifestyle or category search
budget into social affinity targeting to benefit from
reduced CPMs and greater scale
• Inform social channel allocation based on full
business impact
• E.g. Pinterest as a top site traffic driver may
facilitate greater investment than paid media
CPM would initially dictate

HOW SOCIAL INFORMS SEARCH
Effectiveness
• Analyze Social conversation to develop relevant
content on site and for Search ads
• Grow insights into brand consumers by leveraging data
from social fans to inform
• Messaging
• Keyword lists
• Site content, etc.
• Optimize outbound Social links for SEO analysis
and impact
Social Reach
Focused Search
Growth
Search Reach

HOW SOCIAL INFORMS SEARCH
Social Reach
Focused Search
Growth
Search Reach
Efficiency
• Test messaging within Social first to scale
learning quickly to preserve Search Quality Score
and avoid CPC premiums.
• Use Social conversation to build keyword expansions
and gain lower CPC’s in search based on limited
competition
• Coordinate between channels to heavy-up SEM
based on real-time Social trends
• Shift budget from broadest social targets to fully
fund increased branded search for 100% SOV

INTEGRATION DRIVES EFFICIENCY AND EFFECTIVENESS
Social Action Social Insight
Search Insight Search Action
Social Relevance
& Impact
Social
Reach
Focused Search
Growth
Search Reach

Why aren’t we doing
this all the time?

DOES YOUR ORGANIZATION HAVE “GREY AREAS” OF
OVERLAP?
Programmatic
Traditional
(Publisher Direct
Digital, Print, Video,
Broadcast)
Search + Social
Shared Publishers
Biddable
Custom Creative
Client
Expectation
of Integration

Enterprise
DOES YOUR CLIENT’S ORGANIZATION HAVE “GREY AREAS” OF OVERLAP?
PR
Brand
Performance
Consumer’s
Expectation
of Integration
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand

STRUCTURES THAT DON’T DEFINE THE STRENGTH AND PURPOSE OF GROUPS MOTIVATE TEAMS TO
FOCUS ON WHAT THEY CAN DO, NOT WHAT THEY SHOULD DO TO GAIN “TERRITORY”
Programmatic
Traditional
Search + Social

Search + SocialProgrammatic
We can negotiate some
Pinterest inventory
We talk to Scripps
Traditional
AN AGENCY “LAND GRAB” EXAMPLE
I know it’s the NFL
but it’s on Twitter
We can buy GDN
We can buy
impressions and
don’t need a
custom program
We can run our
standard videos in
Snap ads

AUDIENCE FIRST CROSS CHANNEL FRAMEWORK
Objectives Audiences Actions Content Distribution Measurement

AUDIENCE FIRST CROSS CHANNEL PLANNING*
Audience A:
Lapsed
Loyalists
Sales/Habit
Content
A DCOB
Audience B:
Category
Buyers
Sales
Content
A DCOD E
Audience C:
CRM Sales/Habit
Content
A DCOF
* Allocations to be based on modeling

Audience A:
Lapsed
Loyalists
Sales/Habit
Content
A DCOB
Search + Social (69%)
Traditional
(17%)
Programmatic
(14%)

Audience B:
Category
Buyers
Sales
Content
A DCOD E Search + Social (46%)
Traditional (22%)
Programmatic (32%)

Traditional (13%)
Programmatic (52%)
Audience C:
CRM Sales/Habit
Content
A DCOF

Audience C:
CRM
Audience B:
Category
Buyers
Audience A:
Lapsed
Loyalists
Search + Social
(35%)
Traditional
(13%)
Programmatic (52%)
Search + Social
(46%)
Traditional
(22%)
Programmatic
(32%)
Traditional
(17%)
Programmatic
(14%)

TUNE-IN EXAMPLE
Early Adopter
Sustain Interest/
Catch Up
Viewing
Eventize
Premiere
Continuity – In
Season support
Finale

OMNI-CHANNEL TRIGGER SYSTEM & ACTION PLAN
• Share creative and
audience insights across
channels.
• Reallocate funds to support
from poorer performers.
• Minimize investment.
• Review Audience Segment
performance across
channels to identify
creative optimization or
best fit reallocation.
• Remove investment.
• Identify best fit channel
for reallocation.
• Scale using
Lookalike Modeling.
• Share creative learnings
cross channels targeting
similar audience
LIMITED SCALE LARGE SCALE
HIGH RESPONSE
LOW RESPONSE

OMNI-CHANNEL TRIGGER SYSTEM & ACTION PLAN
Early Adopter
Sustain Interest/
Catch Up
Viewing
Eventize
Premiere
Continuity – In
Season support
Finale
Omni-Channel
Optimization
Check In

ANSWER THESE QUESTIONS TO DELIVER INTEGRATED REPORTING INSIGHTS
What happened? Search volume is increasing around “ombre”
Was it good or bad?
Use benchmarks to qualify
If good, how do we do more
In channel? Outside the channel?
If bad, how do we fix
In channel? Outside the channel?
This is good because ombre is strongly associated with our brand and
these terms have limited competition so CPC’s are lower than campaign
average
We recommend adding ombre color kits to ad sitelinks driving to the
product page to drive relevancy and CTR across more ad groups
We also informed the:
• Social team who are working with creative teams to feature ombre in
assets
• Programmatic team who are driving to the product page and increasing
bids around hair trends
• Traditional team who is including in their RFP for brand integration
opportunities

CONTROL AND EXPOSED METHODOLOGY SCIENTIFICALLY PROVED LIFTS FROM INTEGRATION
13% lift in overall
organic and paid
search-referred site
visits
17.3% lift in paid search-referred site
visits
97% of incremental paid search clicks
came from branded (highly efficient)
keywords
9.7% lift in website
visits due to Facebook
ad exposure

READY TO UNLOCK MORE FROM SEARCH & SOCIAL?
Contact: Kieley.Taylor@GroupM.com or Info@CatalystDigital.com
Learn more at:
1. Why Search + Social = Success For Brands (also attached as handout
to webinar)
2. Pinterest Pointers: What to Know Before Getting Started
NYC-based? Attend SMX East 2017 and catch Kieley’s panel “Paid
Search and Social: Twin Children of Different Mothers” for more strategies
for search and social integration.

Search & Social Integration: A Toolkit for Getting Started

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Search & Social Integration: A Toolkit for Getting Started