Head and Heart: Integrating Search and Social to Reach Your Customer By Maggie Malek
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SMX, smxwest16, smxwest16d2, SEO, SEO, SOCIAL MEDIA,
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Head and Heart: Integrating Search and Social to Reach Your Customer By Maggie Malek
- 1. #SMX #24A @MagsMac Head + Heart Integrating Search and Social to Reach Your Consumer
- 3. #SMX #24A @MagsMac Started with GeoCities... Sports marketing Traditional PR Now? Social media + Experience junkie Maggie Malek, Head of PR & Social
- 4. #SMX #24A @MagsMac Once upon a time… Search Social
- 5. #SMX #24A @MagsMac • Written content is now graphic content • Social traffic is not guaranteed • Social engagement is a different ball game • Pay to play Four Years of Change…
- 6. #SMX #24A @MagsMac The New Consumer Landscape
- 7. #SMX #24A @MagsMac Consumers have a natural AdBlock.
- 8. #SMX #24A @MagsMac To break through, brands have to stop shouting start listening.
- 9. #SMX #24A @MagsMac Winning brands will learn how to ignite authentic conversations.
- 10. #SMX #24A @MagsMac That ultimately change consumers’ hearts and minds.
- 11. #SMX #24A @MagsMac How do you ignite authentic conversations? Find out what you consumers care about.
- 12. #SMX #24A @MagsMac Identify (or create) moments that matter.
- 14. #SMX #24A @MagsMac SEARCH SOCIALWINNING CONTENT Our approach Head + Heart
- 15. #SMX #24A @MagsMac “Secret” sauce = Flexibility + willingness to fail
- 16. #SMX #24A @MagsMac It’s a closed loop
- 17. #SMX #24A @MagsMac Steps 1. Start with data 2. Create a content strategy 3. Ignite conversations, amplify 4. Experiment, measure, repeat! Steps
- 19. #SMX #24A @MagsMac • What are people searching for in the privacy of their own Google search box? • What questions are they asking? • What trends are you seeing? Search data is honest
- 20. #SMX #24A @MagsMac Social data is real-time • What are people saying about your product to their friends? • How are they interacting with your competitors? • What customer service issues are they having?
- 21. #SMX #24A @MagsMac Use social listening tools to identify key conversation topics
- 23. #SMX #24A @MagsMac Let’s put the breaks on here.
- 24. #SMX #24A @MagsMac To break through. To matter. To ignite conversations... You must DEFINE YOUR SPIRIT.
- 25. #SMX #24A @MagsMac You need three types of content
- 26. #SMX #24A @MagsMac Plan for unbridled success!
- 27. #SMX #24A @MagsMac Success looks different for every brand. What metrics will you be looking at?
- 29. #SMX #24A @MagsMac Hire the most amazing writers as brand ambassadors.
- 30. #SMX #24A @MagsMac Assign a dedicated team.
- 31. #SMX #24A @MagsMac Know exactly who is responsible for what.
- 32. #SMX #24A @MagsMac mmiagency.com/smx-‐west Publication checklist letstalk@mmiagency.com | 713.929.6900 | mmiagency.com Content Marketing QA & Distribution Form Title: __________________________________________________________________________________________ Writer: _______________________ QA Date: ___________________ Publish Date: _____________________ Content Type: ___ Blog Post ___ How-To Guide ___ FAQ ___ News Post ___ Calendar Event ___ Tumblr Post ___ Team Member Spotlight ___ Coupon/Promotion ___ SEO Keyword Article Blog Address: __________________________________________________________________________________ Keywords: _________________________________________ _________________________________________ _________________________________________ _________________________________________ Video(s): [ ] ____________________________________ _________________________________________ NOTES: _________________________________________ _________________________________________ _________________________________________ _________________________________________ _________________________________________ _________________________________________ Tags (if applicable): _________________________________________ _________________________________________ _________________________________________ Word Count: _____ QA Person 1: _____________________ QA Person 2: _____________________ Final Approval: ____________________ OSCAR Content Syndication Process Owned Sites _______________________________________________ _______________________________________________ Social Media [ ] Twitter ______ over _______ days/weeks/mos [ ] Facebook [ ] Instagram [ ] Pinterest [ ] Google + [ ] Other _______________________________________________ _______________________________________________ Community Commenting (Article Comments/BBSs/QA Sites) _______________________________________________ _______________________________________________ _______________________________________________ Article and Knowledge Sites (Internal or External) _______________________________________________ _______________________________________________ Redistribution (Other brand sites to use this content) _______________________________________________ _______________________________________________
- 33. #SMX #24A @MagsMac Have your tools ready to go. Have your tools ready to go.
- 35. #SMX #24A @MagsMac Always be ready to move.
- 36. #SMX #24A @MagsMac High organic reach = amplify Heavy website traffic = amplify Key cultural moment = amplify Look for opportunities to amplify
- 38. #SMX #24A @MagsMac Assess your success
- 39. #SMX #24A @MagsMac Social media + content for awareness versus conversion Awareness metrics Conversion metrics Reach/Impressions Engagement Mentions Clicks/CTR Site Traffic Brand Awareness Sentiment Leads Checkouts Conversion Rate Average Order Value Cart Abandonment Rate Customer Retention Rate Customer LTV
- 40. #SMX #24A @MagsMac Fail fast. Fail forward.
- 41. #SMX #24A @MagsMac • Knowyourbrandvoice • Chartyourcoursewithdata,butletyourheartleadtheway • Rallyaroundcontentthatrepresentswhoyouare • Developarelationshiponsocialmediathatallowsyouto gleanevenMOREdatafromyourconsumerthatallows youtopersonalizetheirexperience • Convertsocialsensationsintocontentopportunities Takeaways
- 42. #SMX #24A @MagsMac SEE YOU AT THE NEXT #SMX THANK YOU!