sem san diego: search & social w gary ware

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Search & SocialGary Ware

Director, Digital Experience

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What we will cover:

• Consumer decision journey

• Understanding each channel

• Integrating multi-channel plan

• About i.d.e.a.

• Q&A

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The Consumer Decision Journey

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Decision Journey Before…

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Decision Journey Now…

76% of Consumers Start Research Outside of a Brand’s Site

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Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)

Multi-Channel Strategy is Key Consumer Activation

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Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)

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Understanding Each Channel

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Convergence of Media Channels

Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)

Traditional Ads

Corporate ContentOrganic

SponsoredCustomer

PromotedBrand

Content

Brands that

ask for shared

Press Coverage

Social Shares

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Search is Key in all Stages of the Funnel

• Intercept new users

• Assist with consideration phase

• Directional search

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Social Plays a Big Part in Awareness Stage• Community building

• Engaging content (conversation starters)

• Influence new customers

• Promote brand advocacy

• Improve search visibility

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Utilize Insights to Improve Each Channel

• Understand the voice of the customer

• Understand Audience Pain Points

• Keywords!

• Test potential messaging

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Integrating a Multi-Channel Plan

“Life is about taking action, and your work is not driving action, you need to stop & reboot.”

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-Some Wise Man

95% Planning5% Execution

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Strategy & Planning

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• Identify key consumer touch-points (channels)

• Develop goals aligned with business objectives

• Develop content that lives across platforms

• Unified keyword strategy

• KPI’s per channel

Avoid Shiny Object

Syndrome

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Use a Value Chain Approach

Source: Forrester

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Use Analytics To Guide Decisions

Campaign Execution

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• Aligned content across channels

• Real-time adjustment

• Channel flexible

• Influencer relations

Develop Engaging Content

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Start a Movement

TeachableMoments•1 million purchase alerts delivered to parentsacross the US

Movingpeople.

FantasticPlastic•New card signups rosefrom under 50 to nearly1,000 per day

Movingproducts.

SpendingResponsibly•2012 Paybefore Awards Winner: Best YouthPrepaid Program

Movingculture.

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Analysis & Measurement• Utilize analytics for

continued improvement of channels

• Qualitative & quantitative data

• “So What?”

• Multiple data sources• Web Analytics• Social Listening• Competitive Analysis

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Attribution modeling

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Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)

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i.d.e.a

i.d.e.a.i.d.e.a. is isa progressive creative a progressive creative communications leader.communications leader.

i.d.e.a.i.d.e.a. is isa progressive creative a progressive creative communications leader.communications leader.We deliver smart, right-sized ideas that live in all the unique places consumers play.Consumers move fast, and so do we, to propel our partners forward and make brands matter.

We We movemoveWe We movemove

people,people,productsproductsand and culture.culture.

people,people,productsproductsand and culture.culture.

All

Square

Table

.

Media

Social Digital

Brand Partner

i.n.n.o.

Strategy

Public Relations

Creative

Brand Manager

Design

Partner Team

ReputationTeam

Creative Team

Brand BrandMedia Team

Consumer

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Questions?

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THANKS!

garyw@theideabrand.com

@garyware

about.me/garyware