Download - Search and Social Integration
SEARCH & SOCIAL IMPACT ON PURCHASE FUNNEL
Awareness
Consideration
Evaluation
Buy
Paid Social
Search
Ecommerce
& In-Store
Audience Learnings
Social Reach & Scale
Generate Engagement,
Demand & Intent
DR Social Tools
Search to Capture Intent
THE POWER OF INTEGRATED SEARCH AND SOCIAL
Informs Strategy
Captures Demand
Improves Results
Delivers insights
Creates efficiencies
Encourages fluidity
HOW BRANDS WIN IN SEARCH AND SOCIAL
Benefits of Full Integration:
Ability to focus on the consumer, not
the channel
Fluid channel management
Shared insights improving
performance of both
Efficiencies
Streamlined operations
Coordinated reporting
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SOCIAL BENEFITING SEARCH
Analyze Social conversation to develop relevant content on site
and for Search ads
Grow insights into brand consumers by leveraging data from
social followings to inform messaging, keyword buys, site
content and other opportunities
Optimize outbound Social links for SEO analysis and impact
Test messaging within Social first to scale learning quickly
then apply to top keywords, ad copy, site content to preserve
Search Quality Score and avoid CPC premiums
Use Social conversation to build keyword expansions and
gain lower CPC’s in search based on limited competition
Coordinate between channels to heavy-up SEM based on b
real-time Social trends
Shift budget from broadest social targets to fully fund
increased branded search for 100% SOV
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S+S INTEGRATION DRIVES RESULTS FOR BOTH CHANNELS
Objective: Determine the added benefit when
users engage with, click on, advertising in both
the Search and Social channels verses one
alone
Approach: Deploying Xaxis’ DMP technology
we capture users click behavior in the user
pathway across the Search and Social
channels
Outcome: There is a measurable lift in rate
which users convert when both Search and
Social channel’s are in-path verses a single
channel path
4.8X lift over Search path engagement only
5.13X lift over Social path engagement only
CTR INCREASES 50% WHEN SEARCH & SOCIAL ALIGN
Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
SOCIAL EXPOSURE IS CORRELATED WITH LOWER-FUNNEL
SEARCH BEHAVIOR
Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
The Audience-First ShiftMoving to Purposeful Content
Content
A
Content
C
Content
B
Audience B
Audience D
Audience E
Audience C
Audience G
Audience B
Audience A
Audience C
Audience
A
Audience
C
Audience
BObjective
Content
A
Objective
Content
Objective
Content
D E F
A B C
B D G
Content Distribution Measurement
Approach to Deliver Audience-First Efforts
Objectives Audiences Actions /
KPIs
Social Campaign
Measurement
Review performance and correlation
Social CPA 15% lower than projected
59% increase in search impressions during social campaign, 148% increase month after, 22% increase in search conversions
Search budget / pacing reassessment
Alignment
Search team provided social brief (goal: online form completions)
Potential Campaign adjustment (bidding, budgets, keyword mix, Impressions share)
Research
Social listening and content analysis
Defined social audience segments, content topics, and additional search keywords
Always On Search
SEARCH AND SOCIAL INTEGRATION: INSURANCE
SOCIAL + SEARCH INTEGRATION: ELECTRONICS
Social Listening refines audience and increases
engagement rates on Twitter
A global electronics manufacturer made a
significant investment in Social. Early results were
not impressive as campaigns performed below
benchmarks. The Social media team introduced a
Test & Learn to improve performance.
To reach a more qualified and relevant audience,
the Social team used the listening tool Radian6 to
understand all brand sentiment in order to find
additional, aligned keywords The team also
reached out to the Search team to utilize top
performing Search terms to add to the campaign.
Outcome
Engagement rates rose by 244%, a 99%
increase above benchmarks.
SOCIAL + SEARCH INTEGRATION: TELECOMMUNICATIONS
Social conversation drove effective search
recommendation
Telecom client was prepping to launch a new
device with specific pre determined creative for
both search and social
• Social strategy included teaser posts to
generate demand
• Social comments and questions
were centered around how the
deice worked with the specific plan
that was not featured in search
Outcome
• Search copy was quickly updated with
the specific offer that was being talked
about in social, it generated the highest
performance (CTR, costs)
WHEN CAN YOU SELL IN SEARCH AND SOCIAL INTEGRATION?
New business pitches
Annual/biannual strategy refreshes
Quarterly business reviews
Weekly status updates
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