Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch By Maggie Malek
•Descargar como PPTX, PDF•
4 recomendaciones•675 vistas
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #21B
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch By Maggie Malek
Similar a Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch By Maggie Malek (20)
Más de Search Marketing Expo - SMX
Más de Search Marketing Expo - SMX (20)
Último
Último (20)
Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch By Maggie Malek
- 1. #SMX @MagsMac Maggie Malek, Head of Social at MMI Agency Paid Search & Social: The Ultimate Knock-Out Punch
- 2. #SMX @MagsMac • Started on GeoCities... • Majored in ”Traditional” PR • Fell in love with social now? It’s all about creating experiences. Maggie Malek Head of PR & Social
- 3. #SMX @MagsMac • 300 tickets. • 30 days. • One tiny budget. Paid search + Social… Before it was cool
- 4. #SMX @MagsMac We know it drives ad efficiency
- 5. #SMX @MagsMac We know Search + Social drives ad efficiency. So that is NOT what I am going to talk about today.
- 6. #SMX @MagsMac People > Efficiency
- 7. #SMX @MagsMac Once upon a time…
- 8. #SMX @MagsMac Today’s consumer landscape
- 9. #SMX @MagsMac Old ways won’t open new doors.
- 10. #SMX @MagsMac It’s time to change the conversation.
- 11. #SMX @MagsMac data scientists mathematicians analytics experts dreamers Doers storytellers influencers innovators rebels thinkerscreators leaders pioneers makers
- 12. #SMX @MagsMac To break through the noise, to ultimately change hearts and minds, brands must design for experiences from the outset.
- 13. #SMX @MagsMac So why can’t we figure it out?
- 14. #SMX @MagsMac Two main roadblocks: Staffing + Data
- 15. #SMX @MagsMac Let’s start with staffing… • Brand + Agency collaboration • Brand + Agency + Agency collaboration • Brand + One AgencyTeam of Generalists • Brand + Agency + Agency + Data Management
- 16. #SMX @MagsMac Plan for unbridled success!
- 17. #SMX @MagsMac • Increase visibility to key new audiences • Utilize existing customers’ networks to build awareness through social endorsement • Educate on service offerings • Drive website traffic and new consumers into the sales funnel • Improve search engine optimization (SEO) to enhance searchability • Improve brand perception in consideration set • Capture direct customer feedback and market insights • Resolve customer service issues efficiently • Build brand trust and customer loyalty Awareness Consideration Preference Purchase Design campaigns based on intention first
- 18. #SMX @MagsMac Potential KPIs • Reach • Views • Shares • Likes/follows • Clicks • Coupon downloads • Data sharing • SOV studies • Social listening • Referrals • Clicks • Content views • Engagement • Likes & follows • SOV studies • Conversions • Coupon redemption • Tracking tags Awareness Consideration Preference Purchase
- 19. #SMX @MagsMac RULE OF THUMB: The more you expect a user to do… The more you will pay. Paid Social Brand Organic Social Paid Search Organic Search
- 20. #SMX @MagsMac Ideal timeline 01 Agency/Partner Kick off 02 Analytics Access 03 04 Brand Review & Approval 05 FinalAll-Agency Alignment 06 Launch & Optimization Agencies Create Strategies
- 21. #SMX @MagsMac Teams to involve Paid Social Brand Organic Social Paid Search Organic Search
- 22. #SMX @MagsMac Kick off: Brand provides Inputs required Business Objectives Customer Data & Insights Marketing Objectives Specific Campaign Objectives Available Competitor Data
- 23. #SMX @MagsMac Kick-off: Search and Social Teams SEARCHTEAM PROVIDES Search Query Reporting on existing Paid Search Organic search traffic reports Website demographic information Paid Search Demo & Geo information Historical conversion data Device info (mobile vs desktop) Time of day Any existing search KPIs Top performing ad copy clicks or by CTR Seasonality trends Website content editorial calendar SOCIALTEAM PROVIDES Demographic data by platform Historical social ad conversion reporting Creative successes Demographic breakdown by campaign Social sentiment data by platform Any online share of voice data Social media editorial calendar Organic Social KPIs
- 24. #SMX @MagsMac Team Structure + Data Structure should depend on the final strategy
- 25. #SMX @MagsMac Build a dynamic team based on brand needs
- 26. #SMX @MagsMac It can be large or small, depending on your size
- 27. #SMX @MagsMac Keep a holistic view of performance SEARCH DATA SOCIAL DATA Paid social team has read only/view access to search data (Google Analytics, Adobe/Omniture, AdWords, Bing, etc.) Paid search team has access to Social Analytics Conversion or website actions are established and tagged properly Paid search team has access to any SOV tools (BrandWatch, SproutSocial) Ability to separate out paid and organic social traffic (Requires social team to user proper tags) Links used in paid social ads are properly tagged (By campaign, Organic vs Paid tags)
- 28. #SMX @MagsMac In a perfect world, data is aggregated
- 29. #SMX @MagsMac Or, you have to become a spreadsheet ninja
- 30. #SMX @MagsMac Back to designing for experience.
- 31. #SMX @MagsMac How do we do it?
- 32. #SMX @MagsMac Steps 1. Discovery & Strategy 2. Campaign Creation 3. Team & Campaign Structure 4. Data sharing and optimization Steps
- 33. #SMX @MagsMac Steps Goals: 1. Reach new audiences 2. Drive tickets sales 3. Increase on-site revenue Example Case Study: Shell Houston Open
- 35. #SMX @MagsMac Steps Discovery: Understanding Your Consumer SEARCH ENGINE DATA SOCIAL DATA Onsite behavior Types of engagements Search interest Context of engagements Demographics Conversation trends Relevant keywords Interactions Location Share ofVoice Device Time of day
- 36. #SMX @MagsMac Overall Search Behavior
- 37. #SMX @MagsMac Other data to (PLEASE) consider. • Customer survey data • Focus groups • Media consumption • 121 Interviews with stakeholders • Sales data • Overall SOV analysis
- 38. #SMX @MagsMac Finalize your personas Shell Houston Open Target Personas: Families Avid Golf Fans Millennials
- 40. #SMX @MagsMac Finalize what you are going to say Let the head lead the way. And let the heart provide context. • Who is your consumer? • Understand your their objective. • Design campaigns for intention. • What questions are consumers asking? • What trends are you seeing? • What was MISSING from the data?
- 41. #SMX @MagsMac Our final Shell Houston Open campaign Target: Millennials • Initial Keywords & Topics for testing: Charity, Houston, Giving, Golf, Tickets, NCAA Final Four, top 10 PGA TOUR golfers • Platforms: Native contentDigital media
- 44. #SMX @MagsMac search social Our teams are ALWAYS a hybrid… head heart
- 45. #SMX @MagsMac Campaign Set Up: Stay Consistent
- 46. #SMX @MagsMac Use separate campaigns for: Use objectives or groups for: • Audiences • More specific budget allocation • Months: For campaigns that span several • Promoted Posts/Pins/Tweets to ensure they get budget • Objectives • Marketing Campaigns • Within evergreen campaigns: Campaign type or Timing • IO Numbers or Budget Buckets
- 48. #SMX @MagsMac Steps Opportunities to A/B Test Search Data Social Data Socially driven keywords driving conversions? Is search driven copy driving engagement? Are new keywords popping up? What time are people most engaged? Which ad copy has highest engagement? Are people clicking through to your website? Which social site links generate the most traffic? How does social traffic convert? Has average session duration increased? What does social traffic do on your website? Where is traffic coming from? Has your share of voice increased?
- 49. #SMX @MagsMac Reserve budget for key cultural moments! Budget
- 51. #SMX @MagsMac Optimize to create a better brand experience. THAT is how you will meet your objectives.
- 52. #SMX @MagsMac Fail fast. Fail forward.
- 53. #SMX @MagsMac • Chartyourcoursewithdata,butletyourheartleadtheway • Designcampaignsbasedonintentionfirst • Keepaholisticviewofperformance • Keeponebrandvoiceacrossallmedia;owned,earnedandpaid • Beagileandflexiblewithmediaandbudgets takeaways
- 54. #SMX @MagsMac LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Notas del editor
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- Because the efficiency is going to naturally happen
- Voiceover: We are the data scientists. The storytellers. The dreamers. The doers. The people in this room understand human behavior better than anyone in advertising. Together, we understand what makes people move, what drives the to change, what encourages them to buy. It’s through what you say, it’s through what you do, it’s through the customer journeys that you create. Experience is everything now.
- When you have a multi-billion brand. It's important to be clear in exactly who you are. These are the VALUES of our brand. But everything doesn't need to look the same. More logos doesn't work.
- Danger of having one team. It’s usually a search team that tacks on social to boost ranking or a social team that tacked on search to buy ads at greater efficiency. Danger of having two teams that operate in silos. The goals of search and social can be very different. You may be creating programs that fight against each other rather than compliment each other.
- We look at our phone 1,500 times a week. On average, that’s about 177 minutes a day The simplest of moments are times that are the most meaningful, they’re unforgettable and they’re intentional. And that is where I would love for you start to rethink things, like focus on the embrace. About 7/8 years ago… I focused on the word engage. And that was a word I was very close to. When I have your attention and you have my attention… What happens next? And I realized that it’s no longer the word. The word is embrace. It makes it a little bit more human. And it’s intentional. I call customers today accidental narcissists because every app that we use reminds us that we are the most important thing in that moment: You want car, you have Uber. If it’s more than 12 minutes, you are absolutely impatient. You have Tinder, you have Instacart(?). All of these apps are teaching you that you can get what you want when you want and I call it the egosystem. This is what we’re designing for. We have to see differently and we have to design experiences that might be different than the experiences we want. It starts with what matters to them. This is where it begins. Most people (3/4th) said they just need SOMETHING to help. They go to YouTube, Amazon… Think about Google’s future business, they’re competing now for Amazon’s search. Yes, Amazon is now a search engine because it brings you products and user experiences. It’s easier for people to make decisions that way.
- Danger of having one team. It’s usually a search team that tacks on social to boost ranking or a social team that tacked on search to buy ads at greater efficiency. Danger of having two teams that operate in silos. The goals of search and social can be very different. You may be creating programs that fight against each other rather than compliment each other.
- Danger of having one team. It’s usually a search team that tacks on social to boost ranking or a social team that tacked on search to buy ads at greater efficiency. Danger of having two teams that operate in silos. The goals of search and social can be very different. You may be creating programs that fight against each other rather than compliment each other.
- Danger of having one team. It’s usually a search team that tacks on social to boost ranking or a social team that tacked on search to buy ads at greater efficiency. Danger of having two teams that operate in silos. The goals of search and social can be very different. You may be creating programs that fight against each other rather than compliment each other.
- Month and Millions of dollars for a giant dashboard – Crudest means
- Month and Millions of dollars for a giant dashboard – Crudest means
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Facebook Open Graph YouTube organic search Amazon products and reviews Twitter search Instagram hashtags And the list goes on…
- What questions are you NOT seeing? What trends are NOT there? This is time to break assumptions or prove them. Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Screenshots of paid search, facebook, instagram ad, video.
- We understand your consumer because we ARE your consumer We are brand storytellers. We are digital natives. We take detours based on what we learn from our performance. We move. And in doing so, we are extremely adept at inspiring consumers to move with us. Whats the story. How to tell the story. Where do we tell the story. Insights - MMI lives in the middle of it all Search, Social, Paid Media Add J&J into logo slide
- Maybe say it's a continuous cycle. Your voice over on this slide can be; it's an open process of analyzing the data, refining the strategy based on learnings, developing contextually relevant content based on the data and experimenting. Rinse, lather, repeat!
- Document successes and failures. Learn from things.
- To recap