SMOC Keynote: Social Media Advertising vs. Search Engine Marketing

Will sam beat out sem?
Aaron Goldman
CMO, Kenshoo

Kenshoo: Proprietary & Confidential Information |
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SAM, I Am
SAM = Social Advertising Marketing

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Say What?
SMO = Social Media Optimization

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SAM, I Was
SMA = Social Media Advertising
MY ACRONYM!

What’s in a Name?
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SEM vs. SEO
Search Engine Marketing
Search Engine Optimization

What’s in a Name?
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SEM vs. SEO
Search Engine Marketing
Search Engine Optimization

What’s in a Name?
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Owned, Earned, Paid
Social Media Optimization
Social Media
Advertising

What’s in a Name?
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SMO vs. SMA
Social Media Optimization
Social Media
Advertising

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How Do You Search?
Ask Jeeves?
Ask Jim?
@Jamayka?

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How Do You Find?

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How Do You Find?

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How Do You Find?

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How Do You Buy?

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How Do You Buy?

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SMA vs. SEM
SMA
SEM

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How Do You SEM?
Keywords
Ad Copy
Bids
URLs
Repeat

Keywords  Precise Audience Definition
Ad Copy  Mass Message Customization
Bids  Real-time Valuation
URLs  Point of Need Destination
Repeat  Continuous Optimization
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How Do You SEM?
Keywords
Ad Copy
Bids
URLs
Repeat

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So, How Do You SMA?
Precise Audience Definition  Social Graph Targets
Mass Message Customization  Ad Permutations
Real-time Valuation  Bid Management
Point of Need Destination  Brand Assets
Continuous Optimization  Repeat
Precise Audience Definition
Mass Message Customization
Real-time Valuation
Point of Need Destination
Continuous Optimization

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Social Graph Targets

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Ad Permutations
Which is SEM and which is SMA?

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Ad Permutations
Ad Groups Ain’t Only for SEM!

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Ad Permutations
Ad Groups Ain’t Only for SEM!

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Ad Permutations
Like SEM, Higher CTR = Lower CPC
Source: Kenshoo Social Retail Customer, 6 months data

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Bid Management
Look Familiar?

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Bid Management
Look Familiar?

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Brand Assets
Apps, Pages, Objects, Oh My…

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Social Metrics: Social Impressions, Likes, etc.

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So Who Will Win: SMA or SEM?

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I Believe the Children Are Our Future…

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Googley Lessons

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Eric Schmidt, 2002
“The mistake we always make is we assume the success in the next 10 years will be the same as the success in the last 10 years.”

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Grateful Lessons

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Social Media = Marketing Without a Net

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Social Media = Marketing Without a Net

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Speaking of No Net…

SMOC Keynote: Social Media Advertising vs. Search Engine Marketing

by Aaron Goldman on May 24, 2011

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