engage prague 2017 - sabeen h. ahmad, publicis

1. 1 Mapping out & Trekking A Consumer Journey Sabeen H. Ahmad Publicis North America L: /in/SabeenHAhmad | t: @SaBean21

2. 4 SIGNS OF SOCIAL SUCCESS Drove engagement and personalized connections Created brand awareness The brand gets credit through search, and earned media Was extremely efficient and impactful use of the overall budget

3. The Formula for Fighting The Battle of Noise In Social 3 + +

4. 4 Good advertising is written from one person to another. -- Fairfax M. Cone, member, Advertising Hall of Fame, former Director of American Association of Advertising Agencies (a.k.a The father of modern advertising) Good advertising is written from one person to another. When it is aimed at millions, it rarely moves anyone.

5. 5 Personalization Drives Engagement, Conversions Enriched content and creative is good for the bottom line.

6. 6 Personalization Has Yet to Find Its Place

7. 7 PAID SOCIAL is key

8. Good Creative Leads to Something Bigger

9. We have to be Effective and Efficient So

10. Lots of Research Consumer Journey 4 Questions

11. 4 QUESTIONS 1) WHY ARE WE DOING THIS?

12. 12 EVERYTHING IS A BUSINESS PROBLEM Awareness What is My Brand Trying To Achieve? Conversion Loyalty Consideration

13. WHY? (POR QU? ? ? )

14. 4 QUESTIONS 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO?

15. Tool: Research and Identify Your Audience 15 Who do you WANT to talk to? Where are they in social/other spaces/places? What are they doing? What do they find interesting/relevant? How can you EFFECTIVELY and EFFICIENTLY reach them?

16. 16 Use All the Tools At Your Disposal

17. 17 Who Are You Talking To? Social: Skippers Snackers Savvies Stars

18. 18 Personalize via Data: Facebook Audience Insights

19. 19 Personalize via Data: ex.) Socialbakers

20. 20 Personalize via Data: ex.) Pinterest Analytics

21. 21 Get to Know Your Community Better: Unlock Trends via Engagement and Listening

22. A Profile Emerges DEMO: 25 34 Males THEIR SOCIAL BEHAVIOR: INCOME: THEIR SOCIAL PARTICIPATION: THEIR MOBILE BEHAVIOR: $55 - $100K THEIR INTERESTS: 88% Own a Smartphone Top activities include SMS (Whatsapp), watching videos/TV (YouTube/Hulu), emailing (gmail), playing games, listening to music (Spotify), communicating via social networks (Insta/Twitter), online shopping, and using search Technology Social Media Music Sports Entertainment Shopping Renters or in multi-family homes Few are married or have children Small savings Like to go out as much as stay in for the evening. Watch most TV on demand; Sports are watched live in a bar or at home. Use social to engage, offer opinions, share interesting content. More likely to use Reddit than other groups A LITTLE ABOUT THEM: Over-index 71% 46% 33% 27% 9% AGE 25-34 SPECTATOR80% CREATOR71% CRITIC46% JOINER33% COLLECTOR27% INACTIVE9% Who are you talking to? Where are they in Social? Where are they in other spaces/places? What are they doing? What do they find Iinteresting/relevant? LOCATION: Metropolitan Areas: NYC, ATL, CHI

23. 23 Develop Rich Consumer Profiles

24. 4 QUESTIONS 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN?

25. 25 Think About The Potential ZMOT

26. 26 Step Into Your Consumers Life

27. Map Consumer Journey Touchpoints with Your Brands Goals

28. 28 See How it All Fits Together and Where Social Plays A Role

29. 4 QUESTIONS 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO THEY FIND INTERESTING OR RELEVANT?

30. What Can We Offer Them Through Social? We are here to help you feel good about your choices We have expertise to help you in areas of your life that matter most We are transparent and enthusiastic troubleshooters We are here to make your life better (and not just to promote our products)

31. 31 Content Strategy is Imperative

32. Data: Socialbakers September 2016 1.7 Bn 500 M 313 M 450 M 100 M 1+ Bn 20 M 555 M 100 M 55 M 1.1 Bn CONNECTING & CONTENT 1B 806 M 218 M 150 M MESSAGING KIK 300 M Determine Which Platforms Interest Your Users & Suit Your Mutual Needs

33. 33 Strategically Harness the Power of Each Platform Consider the cost to create and pay-to-play on each

34. 94% OF VIDEOS ARE AUTOPLAYED 85% OF VIDEOS ARE PLAYED WITHOUT SOUND Learn the Nuances of Each Platform & Content Type | | |

35. 35 And SEO (Search Engine Optimization) is Vital to Success Content Should be: Searchable, Scannable, & Meta Searchable: Use the words your audience searches for. What are long-tail keywords people type into their search boxes? Content should includes those terms and keywords Scannable: means well-organized, chunked, labeled content content with headings, tables, charts, and illustrations Meta: Social media meta tags or social tags are HTML tags that start with the word meta. You put these tags in your pages code to help determine what information appears in Twitter, Facebook, Pinterest, etc., when people share your URL. When you set up meta tags, your social shares get noticed and shared more. Adding meta tags, even long after the publish date (presuming that the content is still relevant), can give old content a boost.

36. Tool: Quick Wins in Social for SEO 36 WriteUpDetailedSocialProfilesfor SERP Search Engine Results Pages Optimize FB, Linkedin, Twitter and YouTube profiles with strong profile/bio information and stay active on these platforms ThinkLongTailKeywords Phrases that are 3-plus words long are specific and the way we all use search now Allow for the Indexing of your social posts via social settings Post about trending topics (google trends) & use relevant hashtags TagImagesAppropriately Images and graphics should include SEO keywords in their title as well as your brands name RememberthatSocialChannelsareSearchEnginestoo Hashtags, and keywords are not only relevant on Google but on Pinterest, Twitter, Instagram and even Snapchat

37. 37 Think influence(r)

38. 38 Go Forth, Collaborate and Content Create

39. 39 Dont Recreate The Wheel

40. 40 Engage!

41. Worksession

42. Workshop Exercise 1. What is the Business Problem? 2. What is/are the Social Goals? 3. Develop Personas 4. What is a Day-In-Their-Life like? 5. What are the Touchpoints where they can be reached?

43. Where We Left Off

44. 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO THEY FIND INTERESTING OR RELEVANT? 5) HOW CAN WE LEARN FROM OUR EFFORTS?

45. Optimize

46. Data Nerd-ing

47. Tool: Dive Deeper and Optimize 47 Identify emerging content themes and topics through engagements Find Important People: Fans, Advocates and Influencers Identify Competitive Insights Discover product / brand issues product development feedback

48. Data Points to Consider 1. Engagement 2. Daily impressions 3. Evaluation of themes/topics/formats 4. Post and Comment Sentiment 5. Response Rates are you a socially devoted brand? 6. Additional metrics relevant to your brands goals: ex.) site visits 7. Likes vs. Unlikes 8. Total fans/followers *A quick word about these 9. Day-parting: frequency, time of day*A quick word about these

49. Thank You Sabeen H. Ahmad Publicis North America L: /in/SabeenHAhmad t: @SaBean21