kenshoo intersections - san francisco - search + social
TRANSCRIPT
A C T I V A T I N G S E A R C H & S O C I A L S Y N E R G Y
#KenshooIntersections
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Welcome Brand Partners
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Your Key Challenges
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What is your role?
Search Social Search + Social All Things Digital
A B C D
POLL
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Agenda
• Cross-Channel Marketing
• Push and Pull
• Why Start with Search and Social?
• Similarities and Differences
• Getting Started
• Search and Social Activation
• Leverage Success Across Channels
• Reach the Audiences that Matter Most
• Gain a Holistic View
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syn • er • gy Noun The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.
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1 + 1 =3
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The Importance of Cross-Channel Marketing
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Source: Alterian "Engaging Times Summit" www.emarketer.com
August 2010
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Source: A Forrester Consulting Thought Leadership Paper Commissioned By ExactTarget The Key To Successful Cross-Channel Marketing
Sophisticated Cross-Channel Marketers Show Us That Technology Matters Most October 2012
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Source: Zeta Interactive, June 2010
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Which of these challenges to cross-channel operationalization worries you most?
Organizational Structure
Technology Barriers
Partner Complexity
Cross-Channel Expertise
A B C D
POLL
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The Strong Relationship of Push and Pull Marketing
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Push Marketing
Shown to people as they passively
consume web content and engage with other digital assets.
Pull Marketing
Coupled to content that people actively
request, such as search engine results, location listings, etc.
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Strike the Right Balance (at Scale)
• It’s not Push or Pull, but rather Push and Pull
• Must be done at scale, but with individual consumers in mind
• Cross-channel marketing can deliver powerful Push and Pull when used correctly
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A Real Consumer Path: Search and Social
Source: Kenshoo retail client, June 2013
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3 Reasons Why Search and Social Should be the Next Channels you Integrate
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42% of Time Online is Search and Social
Source: Go-Gulf.com, February 2012
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Customers Trust Search and Social
Source: eMarketer, November 2013
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More than Half of Digital Ad Budgets
Source: eMarketer, December 2013
70% of all Kenshoo clients allocate more than half of their
digital marketing budget to search + social
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What percentage of your digital marketing spend is Search and Social?
Less than 10% 11% – 25% 26% – 49% Over 50%
A B C D
POLL
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#KenshooIntersections Source: Kenshoo Search and Social Snapshott, Q1 2014
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Impact of Social on Search
“Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.”
The study also showed a 50 percent click-through-rate (CTR) increase in paid search when consumers were exposed to influenced social media and paid search.
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Bottom Line Results
Source: Kenshoo, November 2013
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There’s a Floor and a Ceiling
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Give Credit Where It’s Due
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Better Together
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Getting Started
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Rally Internal Stakeholders
• Find the cross-channel champions
• Start seeding the idea
• Set long term goals with short term objectives
• Clearly demonstrate the upside of doing it as well as downsides of not doing it
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Prove the Concept
• Find what resonates with the team build upon those insights
• Figure out how to solve pain points using cross-channel initiatives
• Show how competitors are advancing
• Use short term wins to “put points on the board”
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Seek Tech Solutions With External Partners
• Put cross-channel needs at the top of every current technology partner conversation
§ What’s already in place that you can leverage?
§ What’s on the roadmap?
• Place more value on cross-channel functionality with new technology evaluations
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Search and Social Activation
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When Search Meets Social
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Leverage Success Across Channels
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Deploy Insights and Assets Across Channels
Facebook Ads
FBX Ads
Search Text Ad
PLA Ad
Inventory Feed XML
Web Visit
Automate & Optimize Twitter Ads
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Demand-Driven Campaigns
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Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post Kenshoo comparison):
Results from Demand-Driven Campaigns (DDC) for Leading Retailer vs. non-DDC benchmarks
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Cross-channel is not…
SEARCH SOCIAL
Having two products
operating in silos Or forcing social to fit a search strategy
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Cross-channel is… Leveraging success
across channels Reaching targeted audiences
beyond search
Optimizing for true value of all interactions
Gaining a holistic view of search & social
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Kenshoo can help… Save time and improve
performance Increase ROI with
better targeting
Improve ROI through holistic optimization Analyze search & social data
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Reach the Audiences that Matter Most
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Target people, not just keywords or interests
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Kenshoo Audience Creation Solutions Spend marketing budget more efficiently by leveraging cross-channel insights and
intelligence to reach consumers most likely to convert
DMP INTEGRATIONS X+1, BlueKai, Turn, AK/Neustar and more
INTENT-DRIVEN FBX Facebook Exchange
RLSA SUPPORT Google
INTENT-DRIVEN AUDIENCES Facebook
AUDIENCE REACH ENGINE Facebook
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Use Search Data to Retarget on Social
Facebook Exchange (FBX)
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Search Retargeting
Ads partner tells social media site that user can be added to that product's audience.
The same user sees a promotion in their social media feed.
A user reaches a website through a search term.
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How Much is an Individual Customer Worth in Retail?
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Signals Act as Proxy for Consumer Value
Search ad click for “tennis racket”
View several product pages
Exit site
Visit Facebook
Visit Shopping Cart
PLA Click
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Kenshoo Adds Search Data
Exit site Conv Rate: 3.7%
Bid: $2.76 Avg Order Value: $55
Search ad click for “tennis racket”
Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23
Visit Facebook
Visit Shopping Cart View several product pages
PLA Click
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How Much is an Individual Customer Worth? $1.75 CPM
Visit Facebook
Visit Shopping Cart
PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23
View several product pages
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Which Ad Should You Show?
Visit Facebook
Visit Shopping Cart
PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55
Exit site
Search ad click for “tennis racket”
Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23
View several product pages
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Using Dynamic Creative on Facebook Exchange
Source: Kenshoo
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Building Audiences From Search Intent
Intent-Driven Audiences (IDA)
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Facebook Innovation Award
2014 – Intent Driven Audiences
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IDA: How it Works
Consumers Search Cookies Matched Click on Ads
Heels
Sneakers
Boots
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Audiences Built Based on Search Intent
Sneakers
Heels
Boots
Custom Audiences
Demographics
Interests
Behaviors
Retargeting segments Refine
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Audiences Expanded via Lookalikes
Lookalike Audiences
Sneakers Lookalikes
Demographics
Interests
Behaviors
Sneakers Custom Audience (people searching for sneakers)
New Segment Refine
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Total Addressable Audience on Facebook
Facebook Native Targeting
What people did on Facebook
Online Behavioral Targeting
What people did on other sites and apps
WCA FBX
What people did on your site and apps
IDA What people did on search engines
Why It’s Great: Kenshoo IDA Works Alongside other Facebook Targeting Options
Intent Signal = Highest
Intent Signal = High
Intent Signal = Medium
Intent Signal = Lowest
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Intent-Driven Audiences (IDA) Case Study
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Optimize for True Value of All Interactions
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A Tale of Conversion….
The Goal Hmm…. Oh really? Tres cool.
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Our Conversion Path
Did you forget?
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? Who Gets the Credit?
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The Bottom Line
ANALY
ZE
INTE
RA
CTIONS UNDERSTAND
MARGINAL VALU
E
VALUE
ASSIGN
TRU
E VALUE
BID TO
RULES
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Kenshoo SmartPath: Going from Maze to Model
Cheap DVD Players Great Prices
electronics.com
Keyword 3 Keyword 1
Top DVD Players Great Prices
electronics.com
Best DVD Players Great Prices
electronics.com
Keyword 2
Research/Awareness
40% Consideration
10% 12% Intent to Purchase/Convert
38%
Cheap DVD Players Shop now at Electronics.com
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Attribution in Real-time vs. Post-Game
Vs.
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Most attribution solutions spit out reports, not actions
PROBLEM
NOW WHAT ?
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Making Data Signals Actionable
Everyone Else
Automated Model Generation
Daily Model Updates
Immediate Impact on Optimization
Simplified Budgeting
Reports
Your Data
Reports Action
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SmartPath Increased Revenue by 27%
6 weeks
17% ROI
9% Spend
27% Revenue
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We’re Here for You…
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Kenshoo: “The Only Leader”
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available
resources. Opinions reflect judgment at the time and are subject to change.
Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13
SEARCH SOCIAL
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Focus on the strategic by automating the routine
Make better investment decisions
Go beyond measurement to insights and action
Leverage success in one channel to optimize another
Elevate digital marketing as the most strategic capability within your organization
1 2 3 4
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Your Search and Social Guide
Kenshoo.com/Search-and-Social-Guide
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Stay on Course
Kenshoo.com/Intersections
Updated regularly with new content
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Thank you!