smx east 2016 | integrating search and social to reach your consumer
TRANSCRIPT
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#SMX #13A @MagsMac
Head + HeartIntegrating Search and Social
to Reach Your Consumer
Maggie Malek, Head of Social at MMI Agency
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#SMX #13A @MagsMac
Started with GeoCitiesSports marketingTraditional PR
now? Social media + experience junkie
Maggie Malek Head of PR and Social
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#SMX #13A @MagsMac
Consumers have a natural ad block.
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Once upon a time…
Search
Social
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The new consumer landscape
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• Written content is now graphic content.• Social traffic is not guaranteed.• Social engagement is a different ball
game.• Brands have to pay to play.
Four years of BIG change…
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#SMX #13A @MagsMac
To break through, brands have to stop shouting and start listening.
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#SMX #13A @MagsMac
Winning brands will ignite authentic conversations.
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Conversations that ultimately change consumers’ hearts and minds.
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Identify (or create) moments that matter.
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#SMX #13A @MagsMac
search socialwinningcontent
Our approach
head heart
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It’s a closed loop
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”Secret” sauce = flexibility + willingness
to fail.
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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
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Let’s put the brakes on here.
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To break through. To matter. To ignite conversations… you must define your spirit.
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step 1: Start with data.
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• 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.
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Remember: But Google isn’t the only place people are searching.
• Facebook Open Graph• YouTube organic search• Amazon products and reviews• Twitter search• Instagram hashtags• And the list goes on.
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Use social listening tools toidentify key conversation topics.
Facebook Account Connecter
Facebook API Connecter
Facebook Account List
Facebook Insights Query
Facebook Select Post
Facebook List Comments
Facebook List Posts
Connect to API
Connect to Account
List Accounts
Get Insights
Select a Post
List Accounts
Get Comments
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• 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.
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step 2: Create a content strategy.
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Plan for unbridled success.
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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 Preference Purchase
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Pick your channels.
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step 3: Relevance and context!
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#SMX #13A @MagsMac
You need three types of content.
heroLarge-scale, tent-pole events or “go-big” moments designed to raise broad awarenesshubRegularly scheduled “push” content designed for your prime prospecthygieneAlways-on “pull” content designed for your core target
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Step 4: Ignite conversations and amplify.
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Assign a dedicated team.
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Hire the most amazing writers as brand ambassadors.
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Know exactly who is responsible for what.
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Identify collaborators on each team.Establish a cadence to data share.
Including data review
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mmiagency.com/smxeast
Publication checklist
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Have your tools ready to go.
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Always be ready to move.
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step 5: Experiment, measure, repeat!
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Assess your success
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And REMEMBER!
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High organic reach = amplifyHeavy website traffic = amplify Key cultural moment = amplify
Look for opportunities to amplify
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Fail fast. Fail forward.
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#SMX #13A @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 consumers to personalize their experience.
• Convert social sensations into content opportunities.
Takeaways
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#SMX #13A @MagsMacSEE YOU AT THE NEXT #SMX
THANK YOU!