• Like

The Intersection of Search and Social - Kenshoo Webinar

  • 646 views
Uploaded on

Presentation from the April 24th Kenshoo Webinar, The Intersection of Search and Social. Kenshoo CMO, Aaron Goldman, and SVP of Product, Will Martin-Will, take a deep dive on activating search and …

Presentation from the April 24th Kenshoo Webinar, The Intersection of Search and Social. Kenshoo CMO, Aaron Goldman, and SVP of Product, Will Martin-Will, take a deep dive on activating search and social synergy.

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
646
On Slideshare
0
From Embeds
0
Number of Embeds
11

Actions

Shares
Downloads
15
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 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
  • 2. – 2 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Webinar Information • Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com • Still can’t hear the webinar? Tell us please! Audio instructions
  • 3. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 3 – #KenshooIntersections 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
  • 4. – 4 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Today’s Speakers Will Martin-Gill, SVP ProductAaron Goldman, CMO
  • 5. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 5 – #KenshooIntersections Agenda • Cross-Channel Marketing • Push and Pull • Why Start with Search and Social? • Similarities and Differences • Getting Started • Search and Social Activation • Why Kenshoo?
  • 6. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 6 – #KenshooIntersections 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.
  • 7. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 7 – #KenshooIntersections 1 + 1 =3
  • 8. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 8 – #KenshooIntersections The Importance of Cross-Channel Marketing
  • 9. – 9 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Alterian "Engaging Times Summit" www.emarketer.com August 2010
  • 10. – 10 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 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
  • 11. – 11 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Zeta Interactive, June 2010
  • 12. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 12 – #KenshooIntersections 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
  • 13. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 13 – #KenshooIntersections The Potent Relationship of Push and Pull Marketing
  • 14. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 14 – #KenshooIntersections 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.
  • 15. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 15 – #KenshooIntersections 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
  • 16. – 16 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections A Real Consumer Path: Search and Social Source: Kenshoo retail client, June 2013
  • 17. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 17 – #KenshooIntersections 4 Reasons Why Search and Social Should be the Next Channels you Integrate
  • 18. – 18 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 42% of Time Online is Search and Social Source: Go-Gulf.com, February 2012
  • 19. – 19 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Customers Trust Search and Social Source: eMarketer, November 2013
  • 20. – 20 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections More than Half of Digital Ad Budgets Source: eMarketer, December 2013
  • 21. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 21 – #KenshooIntersections What percentage of your digital marketing spend is Search and Social? Less than 10% 11% – 35% 36% – 66% Over 66% A B C D POLL
  • 22. – 22 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Kenshoo Search and Social Snapshott, Q1 2014
  • 23. – 23 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Search and Social Work Better Together “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.
  • 24. – 24 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Kenshoo Study Proved Added Value Source: Kenshoo, November 2013
  • 25. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 25 – #KenshooIntersections Search and Social Complement Each Other
  • 26. – 26 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Similarities • Self-service, auction-based, Pay-Per-Click (PPC) models • Granular approach • Targeting options • Real-time optimization • Scale in mobile
  • 27. – 27 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Differences • Push vs. Pull • Ad formats • Targeting options • Post-view tracking
  • 28. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 28 – #KenshooIntersections Better Together
  • 29. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 29 – #KenshooIntersections It’s All About Signals • Harness data signals to inform and optimize each other  Collection  Analysis  Activation
  • 30. – 30 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Examples of Search Signals for Social • Search queries • Brand term traffic • Mobile search data • SEM ad copy • Search metrics/KPIs • Retargeting
  • 31. – 31 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Examples of Social Signals for Search • Likes & interests • Social activity • Social analytics • Testing audience response
  • 32. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 32 – #KenshooIntersections Getting Started
  • 33. – 33 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 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
  • 34. – 34 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 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”
  • 35. – 35 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Seek Tech Solutions • 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
  • 36. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 36 – #KenshooIntersections Search and Social Activation
  • 37. 37 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Making Data Signals Actionable Everyone Else Automated Model Generation Daily Model Updates Immediate Impact on Optimization Simplified Budgeting Reports Your Data Reports Action
  • 38. – 38 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Activation: Demand-Driven Campaigns
  • 39. – 39 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 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
  • 40. – 40 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Activation: 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.
  • 41. – 41 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections With search, find more accurate value of the customer... $2.50 CPMVisit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site View several product pages Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23
  • 42. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 42 – #KenshooIntersections Using Dynamic Creative on Facebook Exchange Source: Kenshoo
  • 43. – 43 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Search retargeting via FBX: Big opportunity Beta client: missed chances to bid on customers with relevant intent • Customers have recently searched for keywords that have high ROI for advertiser • Same customers can (AND SHOULD!) see a relevant ad when they come to Facebook
  • 44. – 44 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Search retargeting via FBX: Big opportunity
  • 45. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 45 – #KenshooIntersections Why Kenshoo?
  • 46. 46 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Commitment to Technology and Innovation: Typical Software Company 25% in R&D50% in R&D Delivering Innovation to Our Clients
  • 47. 47 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Leverage Insights and Assets Across Channels Facebook Ads FBX Ads Search Text Ad PLA Ad Inventory Feed XML Web Visit Automate & Optimize
  • 48. 48 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Planning and measurement tools embedded into the bidding platform Go Beyond Measurement to Insights & Action Optimized Bidding Multi-Channel Measurement & Attribution Scenario Planning, Forecasting & Budget Management
  • 49. 49 © 2014 Kenshoo, Inc. Confidential and Proprietary Information ? Who Gets the Credit?
  • 50. – 50 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Bottom Line Rules
  • 51. – 51 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Kenshoo SmartPath: Going from Maze to Model Cheap DVD Players Great Prices electronics.com Keyword 3Keyword 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
  • 52. 52 © 2014 Kenshoo, Inc. Confidential and Proprietary Information “Coach” Kenshoo SmartPath Makes Each Channel Work Better “Commentator” Traditional Attribution Solutions SMARTER BIDS
  • 53. 53 © 2014 Kenshoo, Inc. Confidential and Proprietary Information SmartPath Increased Revenue by 27% 6 weeks 17% ROI 9% Spend 27% Revenue
  • 54. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 54 – #KenshooIntersections 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
  • 55. © 2014 Kenshoo, Inc. Confidential and Proprietary Information© 2014 Kenshoo, Inc. Confidential and Proprietary Information – 55 – #KenshooIntersections Open Architecture for a Dynamic Landscape ✪ Kenshoo Offering  Integration AudienceManagement Dashboards & Forecasting ✪ Attribution ✪ Tracking ✪ Reporting ✪ Display✪ Mobile✪ Search✪ Social✪ Email Video
  • 56. 56 © 2014 Kenshoo, Inc. Confidential and Proprietary Information 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
  • 57. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 57 – #KenshooIntersections Thank You
  • 58. – 58 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Your Search and Social Guide Kenshoo.com/Search-and-Social-Guide
  • 59. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 59 – #KenshooIntersections Stay on Course Kenshoo.com/Intersections Updated regularly with new content