social & search - uncover new truths to drive results - lisa williams, director of paid, owned...
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©2013 | BrightEdge Technologies
History (and Future) of Marketing – Best of Both Worlds with Content, Search & Social Or Mad Men were Wussies
Lisa Williams
Director | Paid, Owned & Earned Media
Rosetta
@SEOPollyAnna
WHO WE ARE
Rose%a is a consul'ng-‐centered interac-ve agency engineered to transform marke-ng for the connected world.
Our mission is to be catalyst for growth, driving material business impact by transla-ng deep consumer insights into personally relevant brand experiences across touch points over -me.
Our unique capabili-es and the way we ac-vate them have enabled our market leadership posi-on, opera-ng as an independent brand in the Publicis Groupe of global agencies.
Consumer Products & Retail Healthcare Financial Services Manufacturing/Distribu-on Technology & Telecoms
HEALTHCARE TECHNOLOGY & TELCO
DISTRIBUTION & MANUFACTURING
CONSUMER PRODUCTS & RETAIL
FINANCIAL SERVICES
ENTERTAINMENT & TRAVEL
Ad Age US Digital Agencies/ Forrester “Strong Performer”: § Global Commerce
§ Customer Engagement Agency
§ Search
§ Mobile Marke-ng
§ Interac-ve Design
AT A GLANCE
§ Mad Men had this…
CHANNEL COMPARISONS
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§ We have this…
§ Their clients measured success like this…
SUCCESS METRIC COMPARISONS
@SEOPollyAnna
§ Our clients or CMO’s measure success like this…
§ They could count on viewers tuning in § Our visitors are inundated (average person exposed to 3K advertising
messages per day) and they expect seamless experience across channels
§ TV watching has recently been outpaced by digital consumption
§ Customer journey involves multiple platforms, multiple devices and we can’t choose which channel in which they consume our content
CUSTOMER ENGAGEMENT COMPARISONS
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CONTENT & STORYTELLING COMPARISIONS
@SEOPollyAnna
§ Our storytelling looks like this…
§ Their storytelling looked like this…
CONTENT & STORYTELLING COMPARISIONS
WHY AND HOW WE CREATE CONTENT COMPARISONS
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Raymond Rubicam of Y&R said about 80 years ago that every advertiser should “try to know more than your competitors do about the market, and put that knowledge into the hands of writers and artists with imagination and broad human sympathies.”
§ They drove content to create experiences like this…
§ We drive content to rank (but not engage) like this…
Write some SEO content
§ They dealt with stress like this…
COPING WITH STRESS COMPARISONS
@SEOPollyAnna
§ We deal with stress like this…
§ Redefine what you message § Integrate content, search, branding and social § 70/20/10
§ Redefine how you execute § Siloed teams get us siloed messaging § Content (words, images, video) is the mission critical asset that binds
§ Redefine ROI § Agree to create strategy first, channel second § Acknowledge that search-discovery happens on more than just search engines (social
networks, other devices, wherever consumers choose to consume your content) § Acknowledge that if customers are in a channel you should be there too § Acknowledge metrics are more complex and not just transactional
§ Recalibrate expectations on measurement § Search-discovery isn’t PPC/Paid § Search and social impact each other § Search-discovery is an investment (Owned and Earned)
SO WHAT’S A MODERN DAY MAD MAN (OR WOMAN) TO DO?
@SEOPollyAnna
BEST OF BOTH WORLDS – CHANNELS
@SEOPollyAnna
§ Leverage that story in multiple channels. Plan, execute and measure.
BEST OF BOTH WORLDS – ROI MODELING
@SEOPollyAnna
Used to be… § “Half the money I spend on advertising is wasted. Problem is I don’t
know which half.”
Now we have… § “If I give you $1 dollar I need you to make it into $5.” § “I need you to measure each channel separately.” § Current estimate is 30% of advertising is wasted § 18% of TV ad campaigns generate a positive ROI § Search is the most cost-effective channel over time WE CAN AGREE THERE’S SOMETHING IN BETWEEN THESE 2 MODELS
Define campaign success with hard and soft metric analysis to define performance success
§ Return on investment
§ Return on impression
§ Return on ignoring § 80% of customer messaging to brands in social is ignored
§ Return on engagement § What is the value of a fan/follower § How does shared and endorsed content increase rankings, search-
discovery & community
BEST OF BOTH WORLDS - HARD AND SOFT ROI METRIC ANALYSIS
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BEST OF BOTH WORLDS – SCOTCH & BEERJ
@SEOPollyAnna
§ Owning and Earning market share is cost-effective and a good investment. Results will be as good as the planning, execution and measurement, commit budget to testing. § Leverage storytelling & content strategy to make journey cohesive and analyze the
value of the campaign not the siloed channel § Blend marketing dashboards to reflect full customer journey § Connect FB to BrightEdge to gather conversion data and define value of a fan § Links driven by content § Track how content is shared, linked to and endorsed (BTW-Google cares about that) § Track SEO influence, Social influence (your customers choose where to consume
your content) § Endorsement and sharing of content that drives community engagement § Implement search-informed Rich Pins on Pinterest to increase CTR and track
conversion, launched price alerts § Analyze content, search & social holistically to find your wins
HOW DO I KNOW IT WILL WORK?
@SEOPollyAnna
Test Learn
Suck less every time
§ Integrate great storytelling and content strategy in multiple marketing channels & on multiple devices with realistic measuring to meet our challenge of the seamless customer journey and business success.
BEST OF BOTH WORLDS – HISTORY AND FUTURE
@SEOPollyAnna
Thank you! Lisa Williams @SEOPollyAnna