using paid search & social together to deliver the ultimate knockout punch
TRANSCRIPT
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#SMX #14B @MagsMacMaggie Malek, Head of Social at MMI Agency
Paid Search & Social: The Ultimate Knock-Out Punch
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#SMX #14B @MagsMac
• Started on GeoCities...• Majored in ”Traditional” PR• Fell in love with social
now? It’s all about creating experiences.
Maggie Malek Head of PR & Social
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#SMX #14B @MagsMac
• 300 tickets. • 30 days. • One tiny
budget.
Paid search + Social… Before it was cool.
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#SMX #14B @MagsMac
We know it drives ad efficiency.
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#SMX #14B @MagsMac
So that is NOT what I am going to talk about today.
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#SMX #14B @MagsMac
People > Efficiency
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#SMX #14B @MagsMac
once upon a time…
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#SMX #14B @MagsMac
the new consumer landscape
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#SMX #14B @MagsMac
Old ways won’t opennew doors.
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#SMX #14B @MagsMac
data scientistsmathematicians
analytics experts dream
ers
Doers
storytellers
influencers
innovators
rebels
thinkers
creators
leaders
pioneers
makers
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#SMX #14B @MagsMac
It’s time to change the conversation.
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#SMX #14B @MagsMac
• Increase visibility to key new audiences
• Utilize existing customers’ networks to build awareness through social endorsement
• Educate on service offerings
• Drive website traffic and new tconsumers into the sales funnel
• Improve search engine optimization (SEO) to enhance searchability
• Improve brand perception in consideration set
• Capture direct customer feedback and market insights
• Resolve customer service issues efficiently
• Build brand trust and customer loyalty
Awareness Consideration Decision Retention
The role of search and social.
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#SMX #14B @MagsMac
To break through the noise, To ultimately change hearts and minds,
Brands must design for experiences from the outset.
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#SMX #14B @MagsMac
Design to create THIS.
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#SMX #14B @MagsMac
So, why can’t we figure it out?
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#SMX #14B @MagsMac
Two main roadblocks: Data + Staffing
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#SMX #14B @MagsMac
• Same team• Two teams• One Data
Translator + BIC Teams
Staffing: Three Options
search social
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#SMX #14B @MagsMac
We take a database approach.
• Bird’s eye view: Normalized dataPLUS…• For the practitioners: Insights by
platform
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#SMX #14B @MagsMac
Back to designing for experience.
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#SMX #14B @MagsMac
How do we do it?
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#SMX #14B @MagsMac
Steps
1. Discovery 2. Campaign Creation3. Optimize!
steps
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#SMX #14B @MagsMac
Steps
Goals:1. Reach new audiences2. Drive tickets sales3. Increase on-site revenue
Example Case Study: Shell Houston Open
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#SMX #14B @MagsMac
step 1: Discovery
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#SMX #14B @MagsMac
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
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#SMX #14B @MagsMac
Other data to (PLEASE) consider.
• Customer survey data• Focus groups• Media consumption • 121 Interviews with stakeholders • Sales data• Overall SOV analysis
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#SMX #14B @MagsMac
Overall Search Behavior
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#SMX #14B @MagsMac
Finalize your personas
Shell Houston Open Target Personas:
Families Avid Golf Fans
Millennials
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#SMX #14B @MagsMac
step 2: Campaign Creation
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#SMX #14B @MagsMac
Metrics for awareness vs conversion
• Reach/Impressions
• Engagement• Mentions• Clicks/CTR• Site Traffic• Brand Awareness• Sentiment
Conversion metrics• Leads• Checkouts• Conversion Rate• Average Order Value• Cart Abandonment
Rate• Customer Retention
Rate• Customer LTV
Awareness metrics
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#SMX #14B @MagsMac
Finalize what you are going to sayWhat are they asking?
And let the heart provide context.• Who is your consumer? • Understand your their objective.• Design campaigns for intention.
• What questions are consumers asking?• What trends are you seeing?• What was MISSING from the data?
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#SMX #14B @MagsMac
Influencer Identification• Channel usage• Common
language• Shared
connections
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#SMX #14B @MagsMac
Use 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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#SMX #14B @MagsMac
You can’t just look at scalable social channels.
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#SMX #14B @MagsMac
Millennials
Faceb
ook
YouT
ube
Pand
ora Rad
io
Faceb
ook M
essen
ger
Play
Searc
h
Maps
Instag
ram
Gmail
iTune
s Rad
io/iClou
d
Yaho
o Stoc
ks
Apple M
aps
Snap
chat
Twitte
r
Yaho
o Wea
ther W
idget
0
10,000
20,000
30,000
40,000
50,000
60,000
U.S. Mobile App Unique Visitors
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#SMX #14B @MagsMac
Our final Shell Houston Open campaignTarget: Millennials• Initial Keywords & Topics for testing: Charity, Houston,
Giving, Golf, Tickets, NCAA Final Four, top 10 PGA TOUR golfers
• Sites:• SEM • GDM• Native • Facebook
• Twitter• Snapchat• YouTube • Pandora
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#SMX #14B @MagsMac
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#SMX #14B @MagsMac
step 3: Optimize!
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#SMX #14B @MagsMac
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 time on site increased? What does social traffic do on your website?
Where is traffic coming from? Has your share of voice increased?
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#SMX #14B @MagsMac
Reserve budget for keycultural moments!
Budget
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#SMX #14B @MagsMac
Optimize to create a better brand experience. THAT is how you will meet your objectives.
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#SMX #14B @MagsMac
Empower and organize teams…CORPORAT
E HQ
PR TEAM
DIGITAL TEAM
ECOMMERCE TEAM
MARKETING MANAGER
MEDIA AGENCY
PRAGENCY
SOCIAL MEDIA AGENCY
CREATIVE
AGENCY
COMMUNITY MANAGER
GRANULAR RIGHTS MANAGEMENT | SEAMLESS WORK FLOW | BENCHMARKING | SINGLE ASSET LIBRARY
Open Media
MobileDATA
PAID ADVERTISINGCONVERSATIONS
DRIVES CONTENT
Leverage technology…Optimize results and repeat.
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#SMX #14B @MagsMac
Fail fast.Fail
forward.
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#SMX #14B @MagsMac
• Chart your course with data, but let your heart lead the way
• Design campaigns based on intention first• Keep a holistic view of performance. • Keep one brand voice across all media; owned, earned
and paid.• Be agile and flexible with media and budgets.
takeaways
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#SMX #14B @MagsMacLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX