![Page 1: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/1.jpg)
#SMX #24A @MagsMac
Head + Heart
Integrating Search and Social to Reach Your Consumer
![Page 2: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/2.jpg)
#SMX #24A @MagsMac
![Page 3: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/3.jpg)
#SMX #24A @MagsMac
Started with GeoCities...Sports marketingTraditional PR
Now? Social media + Experience junkie
Maggie Malek, Head of PR & Social
![Page 4: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/4.jpg)
#SMX #24A @MagsMac
Once upon a time…
Search
Social
![Page 5: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/5.jpg)
#SMX #24A @MagsMac
• Written content is now graphic content• Social traffic is not guaranteed• Social engagement is a different ball game• Pay to play
Four Years of Change…
![Page 6: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/6.jpg)
#SMX #24A @MagsMac
The New Consumer Landscape
![Page 7: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/7.jpg)
#SMX #24A @MagsMac
Consumers have a natural AdBlock.
![Page 8: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/8.jpg)
#SMX #24A @MagsMac
To break through, brands have to stop shouting start listening.
![Page 9: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/9.jpg)
#SMX #24A @MagsMac
Winning brands will learn how to ignite authentic conversations.
![Page 10: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/10.jpg)
#SMX #24A @MagsMac
That ultimately change consumers’ hearts and minds.
![Page 11: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/11.jpg)
#SMX #24A @MagsMac
How do you ignite authentic conversations? Find out what you consumers care about.
![Page 12: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/12.jpg)
#SMX #24A @MagsMac
Identify (or create) moments that
matter.
![Page 13: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/13.jpg)
#SMX #24A @MagsMac
![Page 14: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/14.jpg)
#SMX #24A @MagsMac
SEARCH SOCIALWINNINGCONTENT
Our approach
Head + Heart
![Page 15: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/15.jpg)
#SMX #24A @MagsMac
“Secret” sauce =Flexibility + willingness to fail
![Page 16: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/16.jpg)
#SMX #24A @MagsMac
It’s a closed loop
![Page 17: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/17.jpg)
#SMX #24A @MagsMac
Steps
1. Start with data 2. Create a content strategy 3. Ignite conversations, amplify4. Experiment, measure, repeat!
Steps
![Page 18: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/18.jpg)
#SMX #24A @MagsMac
Step 1: Start with the head
![Page 19: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/19.jpg)
#SMX #24A @MagsMac
• What are people searching for in the privacy of their own Google search box?
• What questions are they asking?
• What trends are you seeing?
Search data is honest
![Page 20: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/20.jpg)
#SMX #24A @MagsMac
Social data is real-time
• What are people saying about your product to their friends?
• How are they interacting with your competitors?
• What customer service issues are they having?
![Page 21: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/21.jpg)
#SMX #24A @MagsMac
Use social listening tools to identify key conversation topics
![Page 22: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/22.jpg)
#SMX #24A @MagsMac
Step 2: Create your strategy
![Page 23: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/23.jpg)
#SMX #24A @MagsMac
Let’s put the breaks on here.
![Page 24: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/24.jpg)
#SMX #24A @MagsMac
To break through. To matter. To ignite conversations... You must DEFINE YOUR SPIRIT.
![Page 25: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/25.jpg)
#SMX #24A @MagsMac
You need three types of content
![Page 26: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/26.jpg)
#SMX #24A @MagsMac
Plan for unbridled success!
![Page 27: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/27.jpg)
#SMX #24A @MagsMac
Success looks different for every
brand.
What metrics will you be looking at?
![Page 28: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/28.jpg)
#SMX #24A @MagsMac
Step 3: Ignite Conversations
![Page 29: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/29.jpg)
#SMX #24A @MagsMac
Hire the most amazing writers as brand ambassadors.
![Page 30: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/30.jpg)
#SMX #24A @MagsMac
Assign a dedicated team.
![Page 31: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/31.jpg)
#SMX #24A @MagsMac
Know exactly who is responsible for what.
![Page 33: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/33.jpg)
#SMX #24A @MagsMac
Have your tools ready to go.
Have your tools ready to go.
![Page 34: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/34.jpg)
#SMX #24A @MagsMac
![Page 35: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/35.jpg)
#SMX #24A @MagsMac
Always be ready to move.
![Page 36: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/36.jpg)
#SMX #24A @MagsMac
High organic reach = amplifyHeavy website traffic = amplify Key cultural moment = amplify
Look for opportunities to amplify
![Page 37: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/37.jpg)
#SMX #24A @MagsMac
Step 4: Review and refresh
![Page 38: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/38.jpg)
#SMX #24A @MagsMac
Assess your success
![Page 39: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/39.jpg)
#SMX #24A @MagsMac
Social media + content for awareness versus conversionAwareness metrics Conversion metricsReach/ImpressionsEngagementMentionsClicks/CTRSite TrafficBrand AwarenessSentiment
LeadsCheckoutsConversion RateAverage Order ValueCart Abandonment RateCustomer Retention RateCustomer LTV
![Page 40: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/40.jpg)
#SMX #24A @MagsMac
Fail fast. Fail forward.
![Page 41: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/41.jpg)
#SMX #24A @MagsMac
• Know your brand voice
• Chart your course with data, but let your heart lead the way
• Rally around content that represents who you are
• Develop a relationship on social media that allows you to glean even MORE data from your consumer that allows you to personalize their experience
• Convert social sensations into content opportunities
Takeaways
![Page 42: Better Together: Search & Social, Maggie Malek at SMX West](https://reader035.vdocuments.us/reader035/viewer/2022070602/587423e31a28ab72188b47bd/html5/thumbnails/42.jpg)
#SMX #24A @MagsMacSEE YOU AT THE NEXT #SMX
THANK YOU!