#SMX #14B @MagsMac

Maggie Malek, Head of Social at MMI Agency

Paid Search & Social: The Ultimate Knock-Out Punch

#SMX #14B @MagsMac

•  StartedonGeoCities...• Majoredin”Traditional”PR

•  Fellinlovewithsocialnow?It’sallaboutcreatingexperiences.

MaggieMalekHeadofPR&Social

#SMX #14B @MagsMac

•  300tickets.•  30days.•  Onetinybudget.

Paidsearch+Social…Beforeitwascool.

#SMX #14B @MagsMac

Weknowitdrivesadefficiency.

#SMX #14B @MagsMac

SothatisNOTwhatIamgoingtotalkabouttoday.

#SMX #14B @MagsMac

People>Efficiency

#SMX #14B @MagsMac

onceuponatime…

#SMX #14B @MagsMac

thenewconsumerlandscape

#SMX #14B @MagsMac

Oldwayswon’topennewdoors.

#SMX #14B @MagsMac

datascientists

mathematiciansanalyticsexperts

dreamers

Doers

storytellers

influencers

innovators

rebels

thinkers

creators

leaders

pioneers

makers

#SMX #14B @MagsMac

It’stimetochangetheconversation.

#SMX #14B @MagsMac

•  Increasevisibilitytokeynewaudiences

•  Utilizeexisting

customers’networkstobuildawarenessthroughsocialendorsement

•  Educate on service offerings

•  Drive website traffic

and new tconsumers into the sales funnel

•  Improvesearchengineoptimization(SEO)toenhancesearchability

•  Improvebrand

perceptioninconsiderationset

•  Capture direct customer feedback and market insights

•  Resolve customer service

issues efficiently •  Build brand trust and

customer loyalty

Awareness Consideration Decision Retention

Theroleofsearchandsocial.

#SMX #14B @MagsMac

Tobreakthroughthenoise,Toultimatelychangeheartsandminds,

Brandsmustdesignforexperiencesfromtheoutset.

#SMX #14B @MagsMac

DesigntocreateTHIS.

#SMX #14B @MagsMac

So,whycan’twefigureitout?

#SMX #14B @MagsMac

Twomainroadblocks:Staffing+Data

#SMX #14B @MagsMac

•  Brand+Agencycollaboration•  Brand+Agency+Agencycollaboration•  Brand+OneAgencyTeamofGeneralists•  Brand+Agency+Agency+DataManagement

Staffingmodels

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Planforunbridledsuccess!

#SMX #14B @MagsMac

Idealtimeline

01Agency/PartnerKickoff 02AnalyticsAccess

03AgenciesCreateStrategies 04BrandReview&

Approval

05FinalAll-AgencyAlignment 06Launch&

Optimization

#SMX #14B @MagsMac

Kickoff:Teams

Paid !Social Brand Organic

Social Paid !

Search Organic Search

#SMX #14B @MagsMac

Kickoff:Brandprovides

Inputsrequired

BusinessObjectives

CustomerData&Insights

MarketingObjectives

SpecificCampaignObjectives

AvailableCompetitorData

#SMX #14B @MagsMac

Kick-off:SearchandSocialTeamsSearchTeamProvides SocialTeamProvides

SearchQueryReportingonexistingPaidSearch Demographicdatabyplatform

Organicsearchtrafficreports Historicalsocialadconversionreporting

Websitedemographicinformation Creativesuccesses

PaidSearchDemo&Geoinformation Demographicbreakdownbycampaign

Historicalconversiondata Socialsentimentdatabyplatform

Deviceinfo(mobilevsdesktop) Anyonlineshareofvoicedata

Timeofday Socialmediaeditorialcalendar

AnyexistingsearchKPIs OrganicSocialKPIs

TopperformingadcopyclicksorbyCTR

Seasonalitytrends

Websitecontenteditorialcalendar

#SMX #14B @MagsMac

Ongoingdatasharing

SearchData SocialData

Paidsocialteamhasreadonly/viewaccesstosearchdata(GoogleAnalytics,Adobe/

Omniture,AdWords,Bing,etc.)

PaidsearchteamhasaccesstoSocialAnalytics

Conversionorwebsiteactionsareestablishedandtaggedproperly

PaidsearchteamhasaccesstoanySOVtools(BrandWatch,SproutSocial)

Abilitytoseparateoutpaidandorganicsocialtraffic(Requiressocialteamtouser

propertags)

Linksusedinpaidsocialadsareproperlytagged(Bycampaign,OrganicvsPaidtags)

#SMX #14B @MagsMac

Backtodesigningforexperience.

#SMX #14B @MagsMac

Howdowedoit?

#SMX #14B @MagsMac

Steps

1.  Discovery2.  CampaignCreation3.  Optimize!

steps

#SMX #14B @MagsMac

Steps

Goals:

1.  Reachnewaudiences

2.  Driveticketssales3.  Increaseon-siterevenue

ExampleCaseStudy:ShellHoustonOpen

#SMX #14B @MagsMac

step1:Discovery

#SMX #14B @MagsMac

Steps

Discovery:UnderstandingYourConsumer

SearchEngineData SocialData

Onsitebehavior Typesofengagements

Searchinterest Contextofengagements

Demographics Conversationtrends

Relevantkeywords Interactions

Location ShareofVoice

Device Timeofday

#SMX #14B @MagsMac

Otherdatato(PLEASE)consider.

•  Customersurveydata•  Focusgroups•  Mediaconsumption•  121Interviewswithstakeholders•  Salesdata•  OverallSOVanalysis

#SMX #14B @MagsMac

OverallSearchBehavior

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Finalizeyourpersonas

ShellHoustonOpenTargetPersonas:

Families AvidGolfFans Millennials

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step2:CampaignCreation

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Metricsforawarenessvsconversion

•  Reach/Impressions•  Engagement•  Mentions•  Clicks/CTR•  SiteTraffic•  BrandAwareness•  Sentiment

Conversionmetrics

•  Leads•  Checkouts•  ConversionRate•  AverageOrderValue•  CartAbandonmentRate•  CustomerRetentionRate•  CustomerLTV

Awarenessmetrics

#SMX #14B @MagsMac

Finalizewhatyouaregoingtosay

Whataretheyasking?

Andlettheheartprovidecontext.•  Whoisyourconsumer?•  Understandyourtheirobjective.•  Designcampaignsforintention.

•  Whatquestionsareconsumersasking?•  Whattrendsareyouseeing?•  WhatwasMISSINGfromthedata?

#SMX #14B @MagsMac

InfluencerIdentification

tonyfinaugolf

oscarfraustro

fabiangomezgolf

tvangolf

tigerwoods

ianjamespoulterwestwoodlee

bubbawatson

rickiefowler

paul_casey

huntermahan

justinrose99

thesergiogarcia

aaronbadds

mcilroyrory

djohnsonpga

jasondufnerhenrikstenson

jordanspieth

bkoepka

grilloemiliano

brandtsnedeker

jimbogolf1

donaldsonjamie

lukedonald

graeme_mcdowell

f_molinari

jaketrout

zachjohnsonpga

danny_willett

thorbjornolesen

keegan_bradley

vdubush

k_kisner

williammcgirtdarrenclarke60

brandengrace

mickelsonhat

louis57tm

andysvoboda

bowdo83

smyliekaufman10

chris_kirk_

webbsimpson1

shanelowrygolf

jbholmesgolf

erikcompton3

johnsendengolf

camtringalepga

brendontodd

thebig_easy

freddiejac

therealstrebber

garywoodland

russhenleygolf

dlingmerth

jameshahnpga

preedgolf

justinthomas34

pkizzire

harris_english

scottpiercypga

jimmywalkerpga

jdaygolf

anirbangolf

bhaasgolf

jasbohn

brendan_steele

billyho_golf

dukepga

danielberger59

homelesshubbs

harmanbrian

ca_schwartzel

ryanmoorepga

rcabrerabello

elkpga

mkaymer59

gcoetzeegolf

bwiesberger

jacovanzylgolf

thatton91

ryanpalmerpga

thomas_pieters

chris3wood

tommyfleetwood1

thongchaijaidee

andysulligolf

rooknox

marcwarrengolf

kristoffer0801

joostluiten

dannygolf72

johnson_wagner

kiradech

stephenamespga

•  Channelusage•  Commonlanguage•  Sharedconnections

#SMX #14B @MagsMac

Uselisteningtoolstoidentifykeyconversationtopics

FacebookAccountConnecter

FacebookAPIConnecter

FacebookAccountList

FacebookInsightsQuery

FacebookSelectPost

FacebookListComments

FacebookListPosts

ConnecttoAPI

ConnecttoAccount

ListAccounts

GetInsights

SelectaPost

ListAccounts

GetComments

#SMX #14B @MagsMac

Youcan’tjustlookatscalablesocialchannels.

#SMX #14B @MagsMac

Millennials

0

10,000

20,000

30,000

40,000

50,000

60,000

U.S.MobileAppUniqueVisitors

#SMX #14B @MagsMac

OurfinalShellHoustonOpencampaign

Target:Millennials•  InitialKeywords&Topicsfortesting:Charity,Houston,Giving,Golf,

Tickets,NCAAFinalFour,top10PGATOURgolfers•  Sites:•  SEM

•  GDM

•  Native•  Facebook

•  Twitter•  Snapchat

•  YouTube

•  Pandora

#SMX #14B @MagsMac

#SMX #14B @MagsMac

step3:Optimize!

#SMX #14B @MagsMac

Steps

OpportunitiestoA/BTest

SearchData SocialData

Sociallydrivenkeywordsdrivingconversions? Issearchdrivencopydrivingengagement?

Arenewkeywordspoppingup? Whattimearepeoplemostengaged?

Whichadcopyhashighestengagement? Arepeopleclickingthroughtoyourwebsite?

Whichsocialsitelinksgeneratethemosttraffic? Howdoessocialtrafficconvert?

Hastimeonsiteincreased? Whatdoessocialtrafficdoonyourwebsite?

Whereistrafficcomingfrom? Hasyourshareofvoiceincreased?

#SMX #14B @MagsMac

Reservebudgetforkey

culturalmoments!

Budget

#SMX #14B @MagsMac

Optimizetocreateabetterbrandexperience.THATishowyouwillmeetyourobjectives.

#SMX #14B @MagsMac

Empowerandorganizeteams…CORPORATE

HQPR

TEAMDIGITALTEAM

ECOMMERCETEAM

MARKETINGMANAGER

MEDIAAGENCY

PRAGENCY

SOCIALMEDIAAGENCY

CREATIVEAGENCY

COMMUNITYMANAGER

GRANULARRIGHTSMANAGEMENT|SEAMLESSWORKFLOW|BENCHMARKING|SINGLEASSETLIBRARY

OpenMedia MobileDATA

PAIDADVERTISINGCONVERSATIONS

DRIVESCONTENT

Leveragetechnology…

Optimizeresultsandrepeat.

#SMX #14B @MagsMac

Failfast.Failforward.

#SMX #14B @MagsMac

•  Chartyourcoursewithdata,butletyourheartleadtheway

•  Designcampaignsbasedonintentionfirst

•  Keepaholisticviewofperformance.

•  Keeponebrandvoiceacrossallmedia;owned,earnedandpaid.

•  Beagileandflexiblewithmediaandbudgets.

takeaways

#SMX #14B @MagsMac

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