foundations for search and social strategies, ses london 2014
Post on 17-Oct-2014
894 views
DESCRIPTION
The changing world of search and social media, and how you can create a framework for a united search and social media strategy. Presentation from Search Engine Strategies, London 2014.TRANSCRIPT
![Page 1: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/1.jpg)
London • 10–13 February 2014 • #SESLON @SESConf
Founda'ons for Search & Social
Jonathan Beeston Director, New Product Innova'on, EMEA Adobe
![Page 2: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/2.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
About me
@searchbeest
www.linkedin.com/in/jonathanbeeston
![Page 3: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/3.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Founda@ons for Search & Social What you can’t control • Search is evolving • Paid, owned, earned is converging
• Ads are domina@ng • Social is mobile
What you can control • Your organisa@on • Common goals & KPIs • Tracking • Repor@ng • AUribu@on
![Page 4: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/4.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What you can’t control
![Page 5: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/5.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Search ain’t what it used to be
![Page 6: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/6.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
![Page 7: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/7.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds PLAs expanding further
Source: Searchengineland
![Page 8: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/8.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
8
Even over brand ads
Source: @danbarker
![Page 9: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/9.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
9
Credit cards
![Page 10: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/10.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Credit cards… and beyond
![Page 11: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/11.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
“There will be no banner ads on the Google homepage or web search results pages”
![Page 12: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/12.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
12
What is Search anyway?
![Page 13: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/13.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
![Page 14: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/14.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
14
“Twitter is the best way to connect with people, express yourself and discover what's happening.”
![Page 15: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/15.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What’s the biggest search engine in Retail?
![Page 16: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/16.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Paid, Earned and Owned are converging
Image credit: http://www.flickr.com/photos/gagilas/
![Page 17: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/17.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Owned
Paid
Earned
![Page 18: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/18.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Owned
Paid
Earned
![Page 19: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/19.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Owned Paid Earned
![Page 20: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/20.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
There’s no free lunch
Image credit: http://www.flickr.com/photos/avlxyz/
![Page 21: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/21.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
1998
21
“It could be argued from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want.”
![Page 22: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/22.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
![Page 23: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/23.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
![Page 24: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/24.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Social is Mobile
![Page 25: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/25.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
76.8% 76.3% of monthly active users (MAUs) that access on mobile
![Page 26: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/26.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
And they’re monetising the hell out of it…
![Page 27: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/27.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
El Clásico: Google & Facebook
![Page 28: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/28.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
“Together, Facebook and Google are the twin engines that drive discovery for the average web user.”
Mat Morrison @mediaczar
http://blog.magicbeanlab.com/networkanalysis/relative-sizes-of-social-media-platforms/
![Page 29: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/29.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What you can control
![Page 30: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/30.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Evolve your approach Disparate teams Inconsistent KPIs Siloed tracking and reports Volume, sen@ment
Hub and spoke Common KPIs & framework Common tracking and reports Ability to prove Business Value and ROI
![Page 31: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/31.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Centralized § One department
controls all efforts
§ Consistent
§ May not be as authentic
Distributed § Organic growth
§ Authentic
§ Experimental
§ Not coordinated
Coordinated/ Hub & Spoke
§ Sets rules, best practices,
§ Spreads widely around the org
§ Takes time
Multiple Hub & Spoke
§ Similar to Coordinated but across multiple brands and units
Holistic § Each employee is
empowered
§ Unlike Organic, employees are organized
![Page 32: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/32.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What is Social for you? Where does it meet Search?
![Page 33: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/33.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
PR & Comms
Marketing & Ecommerce
Customer service & support
Product innovation Social Search
Innovation and R&D § Topic Trends § Ratings & Reviews § Sentiment § New features included
from community
Awareness § Dialog / Conversation § Share of Voice / Influence § Sentiment and Reputation § Volume § Engagement
Support Measurement § Call Volume § Resolution Rate § Resolution Time § Net Promoter Score
Marketing & Ecommerce § Direct Attribution § Revenue and Subscriptions § Web traffic § Social Campaign ROI
![Page 34: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/34.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Media Mix Modelling
AUribu@on across search &
social
Op@miza@on within channel
Common tracking
Build from the right founda@ons
![Page 35: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/35.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Track & report • Unifying social with search allows true aUribu@on analysis
• Track complex mul@-‐channel customer journeys • Automa@cally append tags to all published content
• One source of the truth • Integrated campaign dashboard • Insights and ac@ons, not just data • Visual, not numbers • Customise for the recipient
![Page 36: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/36.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds Executive Reports
•Top-level KPIs •Revenue, Lead Gen, Conversions •Brand reputation
Stakeholder Report
•Business Function KPIs •Segment and Campaign performance •Competitive Benchmarks
Social Manager Report
•Social ‘owned’ channels report •Top topics, themes •Top authors and influencers Daily Alerts
•Key findings •Top topics •Sentiment analysis •Daily volume / sentiment
Campaign Report
•Business Impact of Social Campaigns •Conversation volume and sentiment •Influencers
![Page 37: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/37.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Listen, Learn, Ac@on
Social monitoring drives • Ad copy / LP content
• Keyword sugges@on • Bid management • Budget pacing
Search data drives • Pos@ng @mes • Content tes@ng • Content strategy
![Page 38: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/38.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
AUribu@on Models
38
George Box Statistician Emeritus Professor University of
Wisconsin 38
“All Models Are Wrong. Some Are Useful.”
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
![Page 39: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/39.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
L A S T
F I R S T
E Q U A L
L A S T M O R E
F I R S T M O R E
C U S T O M
E V E N T 1 E V E N T 2 E V E N T . . . E V E N T p
There is no best rule!
![Page 40: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/40.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
The ul@mate aim
0% 20% 40% 60% 80% 100% 120% 140% 160%
Revenue
Profit Contribution
Point of diminishing return
% of Budget Spend
% of Budget Spend
% of Budget Spend
% of Budget Spend
Display Advertising Search Email Social Media
![Page 41: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/41.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Now what?
![Page 42: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/42.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
1. Evolve your organisa@on 2. Decide what social is for 3. Common tracking, measurement, repor@ng 4. Common KPIs 5. Op@miza@on > AUribu@on > Budget
maximisa@on
![Page 43: Foundations for Search and Social Strategies, SES London 2014](https://reader034.vdocuments.us/reader034/viewer/2022051608/544164acb1af9ff44d8b46b0/html5/thumbnails/43.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Thanks
@searchbeest
www.linkedin.com/in/jonathanbeeston