foundations for search and social strategies, ses london 2014
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The changing world of search and social media, and how you can create a framework for a united search and social media strategy. Presentation from Search Engine Strategies, London 2014.TRANSCRIPT
London • 10–13 February 2014 • #SESLON @SESConf
Founda'ons for Search & Social
Jonathan Beeston Director, New Product Innova'on, EMEA Adobe
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
About me
@searchbeest
www.linkedin.com/in/jonathanbeeston
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Founda@ons for Search & Social What you can’t control • Search is evolving • Paid, owned, earned is converging
• Ads are domina@ng • Social is mobile
What you can control • Your organisa@on • Common goals & KPIs • Tracking • Repor@ng • AUribu@on
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What you can’t control
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Search ain’t what it used to be
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds PLAs expanding further
Source: Searchengineland
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
8
Even over brand ads
Source: @danbarker
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
9
Credit cards
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Credit cards… and beyond
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
“There will be no banner ads on the Google homepage or web search results pages”
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
12
What is Search anyway?
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
14
“Twitter is the best way to connect with people, express yourself and discover what's happening.”
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What’s the biggest search engine in Retail?
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Paid, Earned and Owned are converging
Image credit: http://www.flickr.com/photos/gagilas/
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Owned
Paid
Earned
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Owned
Paid
Earned
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Owned Paid Earned
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
There’s no free lunch
Image credit: http://www.flickr.com/photos/avlxyz/
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
1998
21
“It could be argued from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want.”
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Social is Mobile
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
76.8% 76.3% of monthly active users (MAUs) that access on mobile
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
And they’re monetising the hell out of it…
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
El Clásico: Google & Facebook
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
“Together, Facebook and Google are the twin engines that drive discovery for the average web user.”
Mat Morrison @mediaczar
http://blog.magicbeanlab.com/networkanalysis/relative-sizes-of-social-media-platforms/
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What you can control
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Evolve your approach Disparate teams Inconsistent KPIs Siloed tracking and reports Volume, sen@ment
Hub and spoke Common KPIs & framework Common tracking and reports Ability to prove Business Value and ROI
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Centralized § One department
controls all efforts
§ Consistent
§ May not be as authentic
Distributed § Organic growth
§ Authentic
§ Experimental
§ Not coordinated
Coordinated/ Hub & Spoke
§ Sets rules, best practices,
§ Spreads widely around the org
§ Takes time
Multiple Hub & Spoke
§ Similar to Coordinated but across multiple brands and units
Holistic § Each employee is
empowered
§ Unlike Organic, employees are organized
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
What is Social for you? Where does it meet Search?
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
PR & Comms
Marketing & Ecommerce
Customer service & support
Product innovation Social Search
Innovation and R&D § Topic Trends § Ratings & Reviews § Sentiment § New features included
from community
Awareness § Dialog / Conversation § Share of Voice / Influence § Sentiment and Reputation § Volume § Engagement
Support Measurement § Call Volume § Resolution Rate § Resolution Time § Net Promoter Score
Marketing & Ecommerce § Direct Attribution § Revenue and Subscriptions § Web traffic § Social Campaign ROI
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Media Mix Modelling
AUribu@on across search &
social
Op@miza@on within channel
Common tracking
Build from the right founda@ons
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Track & report • Unifying social with search allows true aUribu@on analysis
• Track complex mul@-‐channel customer journeys • Automa@cally append tags to all published content
• One source of the truth • Integrated campaign dashboard • Insights and ac@ons, not just data • Visual, not numbers • Customise for the recipient
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds Executive Reports
•Top-level KPIs •Revenue, Lead Gen, Conversions •Brand reputation
Stakeholder Report
•Business Function KPIs •Segment and Campaign performance •Competitive Benchmarks
Social Manager Report
•Social ‘owned’ channels report •Top topics, themes •Top authors and influencers Daily Alerts
•Key findings •Top topics •Sentiment analysis •Daily volume / sentiment
Campaign Report
•Business Impact of Social Campaigns •Conversation volume and sentiment •Influencers
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Listen, Learn, Ac@on
Social monitoring drives • Ad copy / LP content
• Keyword sugges@on • Bid management • Budget pacing
Search data drives • Pos@ng @mes • Content tes@ng • Content strategy
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
AUribu@on Models
38
George Box Statistician Emeritus Professor University of
Wisconsin 38
“All Models Are Wrong. Some Are Useful.”
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
L A S T
F I R S T
E Q U A L
L A S T M O R E
F I R S T M O R E
C U S T O M
E V E N T 1 E V E N T 2 E V E N T . . . E V E N T p
There is no best rule!
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
The ul@mate aim
0% 20% 40% 60% 80% 100% 120% 140% 160%
Revenue
Profit Contribution
Point of diminishing return
% of Budget Spend
% of Budget Spend
% of Budget Spend
% of Budget Spend
Display Advertising Search Email Social Media
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Now what?
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
1. Evolve your organisa@on 2. Decide what social is for 3. Common tracking, measurement, repor@ng 4. Common KPIs 5. Op@miza@on > AUribu@on > Budget
maximisa@on
London | 10–13 February 2014 | #SESLON | @SESConf
@searchbeest @AdobeAds
Thanks
@searchbeest
www.linkedin.com/in/jonathanbeeston