pubcon 2016 | content, search and social interplay
TRANSCRIPT
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#pubcon
Head + HeartIntegrating Search & Social to Create Winning Content
Maggie Malek, Head of Social at MMI Agency
@MagsMac | @MMIAgency |
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#pubcon
• Started with GeoCities• Sports marketing• Traditional PR
•now? Social media + experience junkie
Maggie Malek Head of PR and Social
@MagsMac | @MMIAgency |
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#pubcon
Consumers have a natural ad block.
@MagsMac | @MMIAgency |
Team structure+ communicationis my JAM...
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#pubcon
Consumers have a natural ad block.
@MagsMac | @MMIAgency |
![Page 5: PubCon 2016 | Content, Search and Social Interplay](https://reader035.vdocuments.us/reader035/viewer/2022062311/587423e31a28ab72188b47bf/html5/thumbnails/5.jpg)
#pubcon
Once upon a time…
Search Social
@MagsMac | @MMIAgency |
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#pubcon
The new consumer landscape
@MagsMac | @MMIAgency |
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#pubcon
To break through, brands have to stop shouting and start listening.
@MagsMac | @MMIAgency |
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#pubcon
Winning brands will ignite authentic conversations.
@MagsMac | @MMIAgency |
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#pubcon
Conversations that ultimately change consumers’ hearts and minds.
@MagsMac | @MMIAgency |
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#pubcon
Identify (or create) moments that matter.
@MagsMac | @MMIAgency |
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#pubcon
Design content that inspires THIS.
@MagsMac | @MMIAgency |
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#pubcon
search socialwinningcontent
Our approach
head heart
@MagsMac | @MMIAgency |
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#pubcon
It’s a closed loop
@MagsMac | @MMIAgency |
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#pubcon
”Secret” sauce = flexibility + willingness
to fail.
@MagsMac | @MMIAgency |
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#pubcon
Steps
1. Start with data.2. Create a content strategy.3. Don’t forget relevance and context! 4. Ignite conversations and amplify.5. Experiment, measure, repeat!
Steps
@MagsMac | @MMIAgency |
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#pubcon
Let’s put the brakes on here.
@MagsMac | @MMIAgency |
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#pubcon@MagsMac | @MMIAgency |
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#pubcon
step 1: Start with data.
@MagsMac | @MMIAgency |
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#pubcon
Ideal timeline
01
Agency/Partner Kick off
02
Analytics Access
03
04
Brand Review & Approval
05
Final All-Agency Alignment
06
Launch & Optimization
Agencies CreateStrategies
@MagsMac | @MMIAgency |
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#pubcon
Kick off: Brand provides
Inputs requiredBusiness ObjectivesCustomer Data & InsightsMarketing ObjectivesSpecific Campaign ObjectivesAvailable Competitor Data
@MagsMac | @MMIAgency |
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#pubcon
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 of Voice
Device Time of day
@MagsMac | @MMIAgency |
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#pubcon
• What are people searching for in the privacy of their own Google search box?
• What questions are they asking?• What trends are you seeing?
Lead with the head.
@MagsMac | @MMIAgency |
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#pubcon
Remember: But Google isn’t the only place people are searching.
• Facebook Open Graph• YouTube search• Amazon products and reviews• Twitter search• Instagram hashtags• And the list goes on.
@MagsMac | @MMIAgency |
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#pubcon
• What are people saying about your product to their friends?
• How are they interacting with your competitors?
• What customer service issues are they having?
• What type of content gets the most engagement?
Let the heart provide context.
@MagsMac | @MMIAgency |
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#pubcon
step 2: Create a content strategy.
@MagsMac | @MMIAgency |
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#pubcon
Plan for unbridled success.
@MagsMac | @MMIAgency |
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#pubcon
Metrics for awareness vs conversion
• 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 Preferenc
e Purchase
@MagsMac | @MMIAgency |
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#pubcon
Pick your channels.
@MagsMac | @MMIAgency |
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#pubcon
step 3: Relevance and context!
@MagsMac | @MMIAgency |
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#pubcon
You need three types of content.• hero
Large-scale, tent-pole events or “go-big” moments designed to raise broad awareness
• hubRegularly scheduled “push” content designed for your prime prospect
• hygieneAlways-on “pull” content designed for your core target
@MagsMac | @MMIAgency |
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#pubcon
mmiagency.com/pubcon2016
Publication checklist
@MagsMac | @MMIAgency |
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#pubcon
• Identify collaborators on each team.
• Establish a cadence to data share.
Including data review
@MagsMac | @MMIAgency |
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#pubcon
Ongoing data sharing
SEARCH DATA SOCIAL DATAPaid 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)
@MagsMac | @MMIAgency |
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#pubcon
Step 4: Ignite conversations and amplify.
@MagsMac | @MMIAgency |
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#pubcon
Assign a dedicated team.
@MagsMac | @MMIAgency |
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#pubcon
Hire the most amazing writers as brand ambassadors.
@MagsMac | @MMIAgency |
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#pubcon
Know exactly who is responsible for what.
@MagsMac | @MMIAgency |
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#pubcon
Have your tools ready to go.
@MagsMac | @MMIAgency |
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#pubcon
Always be ready to move.
@MagsMac | @MMIAgency |
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#pubcon
• High organic reach = amplify• Heavy website traffic = amplify • Key cultural moment = amplify
Look for opportunities to amplify
@MagsMac | @MMIAgency |
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#pubcon
step 5: Experiment, measure, repeat!
@MagsMac | @MMIAgency |
![Page 42: PubCon 2016 | Content, Search and Social Interplay](https://reader035.vdocuments.us/reader035/viewer/2022062311/587423e31a28ab72188b47bf/html5/thumbnails/42.jpg)
#pubcon
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?
@MagsMac | @MMIAgency |
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#pubcon
Assess your success
@MagsMac | @MMIAgency |
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#pubcon@MagsMac | @MMIAgency |
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#pubcon
And REMEMBER!
@MagsMac | @MMIAgency |
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#pubcon
Fail fast. Fail forward.
@MagsMac | @MMIAgency |
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#pubcon
• 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 consumers to personalize their experience.
• Convert social sensations into content opportunities.
Takeaways
@MagsMac | @MMIAgency |