smx east 2016 | paid search & social: the ultimate knock-out punch
TRANSCRIPT
#SMX #14B @MagsMacMaggie Malek, Head of Social at MMI Agency
Paid Search & Social: The Ultimate Knock-Out Punch
#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
#SMX #14B @MagsMac
• 300 tickets. • 30 days. • One tiny
budget.
Paid search + Social… Before it was cool.
#SMX #14B @MagsMac
data scientistsmathematici
ansanalytics experts dream
ers
Doers
storytellers
influencers
innovators
rebels
thinkers
creators
leaders
pioneers
makers
#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 consumers 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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To break through the noise, to ultimately change hearts and minds, brands must design for experiences from the outset.
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Staffing models
• Brand + Agency collaboration• Brand + Agency + Agency
collaboration• Brand + One Agency Team of
Generalists• Brand + Agency + Agency + Data
Management
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Ideal timeline01
Agency/Partner Kick off
02
Analytics Access
03
04
Brand Review & Approval
05
Final All-Agency Alignment
06
Launch & Optimization
Agencies CreateStrategies
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Kick off: Brand provides
Inputs requiredBusiness ObjectivesCustomer Data & InsightsMarketing ObjectivesSpecific Campaign ObjectivesAvailable Competitor Data
#SMX #14B @MagsMac
Kick-off: Search and Social TeamsSEARCH TEAM PROVIDESSearch Query Reporting on existing Paid SearchOrganic search traffic reportsWebsite demographic informationPaid Search Demo & Geo informationHistorical conversion dataDevice info (mobile vs desktop)Time of day Any existing search KPIsTop performing ad copy clicks or by CTRSeasonality trendsWebsite content editorial calendar
SOCIAL TEAM PROVIDESDemographic data by platformHistorical social ad conversion reportingCreative successesDemographic breakdown by campaignSocial sentiment data by platformAny online share of voice dataSocial media editorial calendarOrganic Social KPIs
#SMX #14B @MagsMac
Ongoing data sharingSEARCH DATA SOCIAL DATA
Paid social team has read only/view access to search data (Google
Analytics, Adobe/Omniture, AdWords, Bing, etc.)
Paid search team has access to Social Analytics
Conversion or website actions are established and tagged properly
Paid search team has access to any SOV tools (BrandWatch,
SproutSocial)
Ability to separate out paid and organic social traffic (Requires
social team to user proper tags)
Links used in paid social ads are properly tagged (By campaign,
Organic vs Paid tags)
#SMX #14B @MagsMac
Steps
1. Finalize success metrics2. Discovery 3. Campaign Creation4. Optimize!
Steps
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Steps
Goals:1. Reach new audiences2. Drive tickets sales3. Increase on-site revenue
Example Case Study: Shell Houston Open
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Metrics for awareness vs conversion
• Reach• Views
• Shares• Likes/follows• Clicks• Coupon
downloads• Data sharing• SOV studies• Social listening• Referrals
• Clicks• Content views• Engagement• Likes & follows• SOV studies
• Conversions• Coupon
redemption• Tracking tags
Awareness Consideration Preference Purchase
#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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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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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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Finalize your personas
Shell Houston Open Target Personas:
Families Avid Golf Fans
Millennials
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You can’t just look at scalable social channels. Higher opportunity for
Organic Reach
Broadening
Appealing/
Bigger
Lower Opportunity for Organic Reach
NicheAppealin
g/Smaller
#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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Finalize what you are going to sayLet the head lead the way.
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?
#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
• Platforms:
Native content
Digital media
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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 average session duration increased? What does social traffic do on your website?
Where is traffic coming from? Has your share of voice increased?
#SMX #14B @MagsMac
Optimize to create a better brand experience. THAT is how you will meet your objectives.
#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
#SMX #14B @MagsMacLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX