SMX East 2016 | Paid Search & Social: The Ultimate Knock-Out Punch
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MMI's Head of Public Relations and Social Media, Maggie Malek took the stage at SMX East on September 27th and shared how to merge search and social media advertising to deliver quality consumer experiences.
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SMX East 2016 | Paid Search & Social: The Ultimate Knock-Out Punch
- 1. #SMX #14B @MagsMac Maggie Malek, Head of Social at MMI Agency Paid Search & Social: The Ultimate Knock-Out Punch
- 2. #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
- 3. #SMX #14B @MagsMac • 300 tickets. • 30 days. • One tiny budget. Paid search + Social… Before it was cool.
- 4. #SMX #14B @MagsMac We know it drives ad efficiency.
- 5. #SMX #14B @MagsMac So that is NOT what I am going to talk about today.
- 6. #SMX #14B @MagsMac People > Efficiency
- 7. #SMX #14B @MagsMac Once upon a time…
- 8. #SMX #14B @MagsMac the new consumer landscape
- 9. #SMX #14B @MagsMac Old ways won’t open new doors.
- 10. #SMX #14B @MagsMac data scientists mathematicians analytics experts dreamers Doers storytellers influencers innovators rebels thinkerscreators leaders pioneers makers
- 11. #SMX #14B @MagsMac It’s time to change the conversation.
- 12. #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
- 13. #SMX #14B @MagsMac To break through the noise, to ultimately change hearts and minds, brands must design for experiences from the outset.
- 14. #SMX #14B @MagsMac Design to create THIS.
- 15. #SMX #14B @MagsMac So, why can’t we figure it out?
- 16. #SMX #14B @MagsMac Two main roadblocks: Staffing + Data
- 17. #SMX #14B @MagsMac Staffing models • Brand + Agency collaboration • Brand + Agency + Agency collaboration • Brand + One AgencyTeam of Generalists • Brand + Agency + Agency + Data Management
- 18. #SMX #14B @MagsMac Plan for unbridled success!
- 19. #SMX #14B @MagsMac Ideal timeline 01 Agency/Partner Kick off 02 Analytics Access 03 04 Brand Review & Approval 05 FinalAll-Agency Alignment 06 Launch & Optimization Agencies Create Strategies
- 20. #SMX #14B @MagsMac Kick off: Teams Paid Social Brand Organic Social Paid Search Organic Search
- 21. #SMX #14B @MagsMac Kick off: Brand provides Inputs required Business Objectives Customer Data & Insights Marketing Objectives Specific Campaign Objectives Available Competitor Data
- 22. #SMX #14B @MagsMac Kick-off: Search and Social Teams SEARCHTEAM PROVIDES Search Query Reporting on existing Paid Search Organic search traffic reports Website demographic information Paid Search Demo & Geo information Historical conversion data Device info (mobile vs desktop) Time of day Any existing search KPIs Top performing ad copy clicks or by CTR Seasonality trends Website content editorial calendar SOCIALTEAM PROVIDES Demographic data by platform Historical social ad conversion reporting Creative successes Demographic breakdown by campaign Social sentiment data by platform Any online share of voice data Social media editorial calendar Organic Social KPIs
- 23. #SMX #14B @MagsMac Ongoing data sharing SEARCH 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)
- 24. #SMX #14B @MagsMac Back to designing for experience.
- 25. #SMX #14B @MagsMac How do we do it?
- 26. #SMX #14B @MagsMac Steps 1. Finalize success metrics 2. Discovery 3. Campaign Creation 4. Optimize! Steps
- 27. #SMX #14B @MagsMac Steps Goals: 1. Reach new audiences 2. Drive tickets sales 3. Increase on-site revenue Example Case Study: Shell Houston Open
- 28. #SMX #14B @MagsMac 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
- 30. #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 ofVoice Device Time of day
- 31. #SMX #14B @MagsMac Overall Search Behavior
- 32. #SMX #14B @MagsMac Use listening tools to identify 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
- 33. #SMX #14B @MagsMac Other data to (PLEASE) consider. • Customer survey data • Focus groups • Media consumption • 121 Interviews with stakeholders • Sales data • Overall SOV analysis
- 34. #SMX #14B @MagsMac Finalize your personas Shell Houston Open Target Personas: Families Avid Golf Fans Millennials
- 36. #SMX #14B @MagsMac You can’t just look at scalable social channels. Higher opportunity for Organic Reach Broadening Appealing/ Bigger Lower Opportunity for Organic Reach Niche Appealing/ Smaller
- 37. #SMX #14B @MagsMac Millennials 0 10,000 20,000 30,000 40,000 50,000 60,000 U.S. Mobile App UniqueVisitors
- 38. #SMX #14B @MagsMac Finalize what you are going to say Let 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?
- 39. #SMX #14B @MagsMac Our final Shell Houston Open campaign Target: Millennials • Initial Keywords & Topics for testing: Charity, Houston, Giving, Golf, Tickets, NCAA Final Four, top 10 PGA TOUR golfers • Platforms: Native contentDigital media
- 42. #SMX #14B @MagsMac 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?
- 43. #SMX #14B @MagsMac Reserve budget for key cultural moments! Budget
- 44. #SMX #14B @MagsMac Optimize to create a better brand experience. THAT is how you will meet your objectives.
- 45. #SMX #14B @MagsMac Fail fast. Fail forward.
- 46. #SMX #14B @MagsMac • Chartyourcoursewithdata,butletyourheartleadtheway • Designcampaignsbasedonintentionfirst • Keepaholisticviewofperformance. • Keeponebrandvoiceacrossallmedia;owned,earnedandpaid. • Beagileandflexiblewithmediaandbudgets. takeaways
- 47. #SMX #14B @MagsMac LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Editor's Notes
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
- Because the efficiency is going to naturally happen
- Voiceover: We are the data scientists. The storytellers. The dreamers. The doers. The people in this room understand human behavior better than anyone in advertising. Together, we understand what makes people move, what drives the to change, what encourages them to buy. It’s through what you say, it’s through what you do, it’s through the customer journeys that you create. Experience is everything now.
- We look at our phone 1,500 times a week. On average, that’s about 177 minutes a day The simplest of moments are times that are the most meaningful, they’re unforgettable and they’re intentional. And that is where I would love for you start to rethink things, like focus on the embrace. About 7/8 years ago… I focused on the word engage. And that was a word I was very close to. When I have your attention and you have my attention… What happens next? And I realized that it’s no longer the word. The word is embrace. It makes it a little bit more human. And it’s intentional. I call customers today accidental narcissists because every app that we use reminds us that we are the most important thing in that moment: You want car, you have Uber. If it’s more than 12 minutes, you are absolutely impatient. You have Tinder, you have Instacart(?). All of these apps are teaching you that you can get what you want when you want and I call it the egosystem. This is what we’re designing for. We have to see differently and we have to design experiences that might be different than the experiences we want. It starts with what matters to them. This is where it begins. Most people (3/4th) said they just need SOMETHING to help. They go to YouTube, Amazon… Think about Google’s future business, they’re competing now for Amazon’s search. Yes, Amazon is now a search engine because it brings you products and user experiences. It’s easier for people to make decisions that way.
- When you have a multi-billion brand. It's important to be clear in exactly who you are. These are the VALUES of our brand. But everything doesn't need to look the same. More logos doesn't work.
- A moment that people obviously care about and want to share.
- So why do we need to integrate? Micro-moments. There’s what you design, and there’s what people do. Experience is partly how you feel and partly what you do. Micro-moments are 5 particular scenarios. I want learn, buy, know, do, and go. They happen when you’re in the bathroom, while you’re on a train, while you’re walking. And they’re fast. They’re bursts. The whole research cycle, the whole customer journey is very different. Here’s the mind blowing stat. Of the mobile users, 90% are not brand centered. They have no idea what brand they’re going to go to for when they make that decision. I want you to think about what that means for the future of brands. That stat right there, changes everything.
- Danger of having one team. It’s usually a search team that tacks on social to boost ranking or a social team that tacked on search to buy ads at greater efficiency. Danger of having two teams that operate in silos. The goals of search and social can be very different. You may be creating programs that fight against each other rather than compliment each other.
- Danger of having one team. It’s usually a search team that tacks on social to boost ranking or a social team that tacked on search to buy ads at greater efficiency. Danger of having two teams that operate in silos. The goals of search and social can be very different. You may be creating programs that fight against each other rather than compliment each other.
- Danger of having one team. It’s usually a search team that tacks on social to boost ranking or a social team that tacked on search to buy ads at greater efficiency. Danger of having two teams that operate in silos. The goals of search and social can be very different. You may be creating programs that fight against each other rather than compliment each other.
- Month and Millions of dollars for a giant dashboard – Crudest means
- Month and Millions of dollars for a giant dashboard – Crudest means
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Facebook Open Graph YouTube organic search Amazon products and reviews Twitter search Instagram hashtags And the list goes on…
- What questions are you NOT seeing? What trends are NOT there? This is time to break assumptions or prove them. Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space? • Will the audience care if our brand joins a conversation online or will we alienate people? • Is our brand in any way relevant? There is nothing worse than watching a brand fail with an untimely tweet. • How do we truly engage with consumers during events without coming off sales-y or disingenuous?
- Automation is good for your always on… But we take the people first approach because not all are scalable… 3 Stats On Millennials, Teens, And Social Media by MaryLeigh Bliss How can the importance of social media in Millennials and teens’ lives be stated? When we surveyed 13-33 year olds for our quarterly Social Media Tracker, only 2% say they don’t use any social platform. Millennials reportedly spend 11 hours and 26 minutes with smartphones daily, and our research shows that messaging and social networking are the two activities they are doing the most on mobile during that significant amount of time. Teens are even more likely than older Millennials to use their phones for social networking. According to our recent monthly survey delving into social media behavior, four in ten 13-33 year olds admit they are addicted to social media. So we don’t need to tell brands it’s important to understand the role that social media plays in young consumers’ lives—but we can keep you constantly up to date on its impacts and implications. Here are five new stats on Millennials and teens social media behavior and preferences right now: 1. Half of 18-33 year olds say getting likes on social media gives them a rush. There’s a reason so many feel addicted. Young consumers are often criticized for their compulsive social media use and over-sharing, but that social use can make them feel really good. Social sharing actually releases a higher dose of “feel-good hormone” oxytocin than in-person interactions—and 50% of 18-33 year olds say getting likes gives them a rush. A lot of attention is paid to the negative side of social media, but when we surveyed Millennials and teens, 50% of 13-33 year olds, and 70% of 13-33 year olds also said that social media makes them feel better about themselves, versus 28% of 13-33 year olds and 18% of 13-17 year olds who say it makes them feel bad about themselves. 2. Teens start using a social network less once their parents join. Sixty-six percent of 13-17 year olds say they start using a social network less once their parents join, versus 35% of 18-33 year olds. Of course, teens throughout generations have wanted to have safe spaces away from their parents, and generally prioritize time with peers over time with family—but this generation of teens has another layer of reasons that they might want to use different platforms from their parents. This is the first generation to have their childhood digitally documented—from first sonogram on—and those postings can come back to haunt them. No wonder they’re less interested in platforms once mom and dad join them; they’re eager to avoid embarrassment. In fact, one of Snapchat’s original goals was to make a platform that "confuses the olds" to keep teens “safe” from parents. 3. Four in ten Millennials and teens have posted about a brand on social media. While young consumers can be sensitive at times about how brands invade their social media spaces, the majority tell us that they have friended or followed a brand on social media, and we know their favorites to follow. But perhaps even more importantly, 39% of 13-33 year olds say they have posted about a brand on social media. Since they are more likely to listen to their peers’ opinions on brands than any other source, this social sharing is vital. When we ask what they’ve posted about brands, 49% say a positive message about an experience—more than any other kind of post. That’s compared to 22% who have shared a negative message about an experience. They’re also posting about brands when sharing their purchases: 46% something they bought.
- Screenshots of paid search, facebook, instagram ad, video.
- Maybe say it's a continuous cycle. Your voice over on this slide can be; it's an open process of analyzing the data, refining the strategy based on learnings, developing contextually relevant content based on the data and experimenting. Rinse, lather, repeat!
- Document successes and failures. Learn from things.
- To recap