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SEM San Diego: Search & Social w Gary Ware
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SEM San Diego: Search & Social w Gary Ware

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Some best practices on integrating search & social into your digital marketing program.

Some best practices on integrating search & social into your digital marketing program.

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  • http://www.theideabrand.com
  • Take the moment to determine where we ’re headed, who we are, what we stand for, believe in…. Or it will be determined FOR you by someone else.
  • http://www.twitter.com/garyware http://about.me/garyware
  • Transcript

    • 1. We move people, products and culture.Search & SocialGary WareDirector, Digital Experience
    • 2. What we will cover: • Consumer decision journey • Understanding each channel • Integrating multi-channel plan • About i.d.e.a. • Q&A2
    • 3. We move people, products and culture.The Consumer Decision Journey
    • 4. Decision Journey Before…4
    • 5. Decision Journey Now…5
    • 6. 76% of Consumers Start Research Outside of a Brand’s SiteSource: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011) 6
    • 7. Multi-Channel Strategy is KeyConsumer ActivationSource: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011) 7
    • 8. We move people, products and culture.Understanding Each Channel
    • 9. Convergence of Media Channels Traditional Ads Promoted Sponsored Brand Customer Content Press Coverage Brands that ask for Organic shared Corporate Content Social SharesSource: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012) 9
    • 10. Search is Key in all Stages of the Funnel• Intercept new users• Assist with consideration phase• Directional search 10
    • 11. Social Plays a Big Part inAwareness Stage• Community building• Engaging content (conversation starters)• Influence new customers• Promote brand advocacy• Improve search visibility11
    • 12. Utilize Insights to Improve EachChannel• Understand the voice of the customer • Keywords!• Understand Audience • Test potential Pain Points messaging12
    • 13. We move people, products and culture.Integrating a Multi-Channel Plan
    • 14. “Life is about taking action, and your work is not driving action, you need to stop & reboot.” -Some Wise Man14
    • 15. 95% Planning 5% Execution15
    • 16. Strategy & Planning• Identify key consumer touch- points (channels)• Develop goals aligned with business objectives• Develop content that lives across platforms• Unified keyword strategy• KPI’s per channel16
    • 17. Avoid Shiny Object Syndrome17
    • 18. Use a Value Chain ApproachSource: Forrester 18
    • 19. Use Analytics To Guide Decisions19
    • 20. Campaign Execution • Aligned content across channels • Real-time adjustment • Channel flexible • Influencer relations20
    • 21. Develop Engaging Content21
    • 22. Start a Movement
    • 23. Teachable Fantastic SpendingMoments Plastic Responsibly•1million purchase alerts •New card signups rose •2012Paybefore Awardsdelivered to parents from under 50 to nearly Winner: Best Youthacross the US 1,000 per day Prepaid Program Moving Moving Moving people. products. culture.
    • 24. Analysis & Measurement• Utilize analytics for continued improvement of channels• Qualitative & quantitative data• “So What?”• Multiple data sources • Web Analytics • Social Listening • Competitive Analysis 24
    • 25. Attribution modeling25
    • 26. Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012) 26
    • 27. We move people, products and culture.i.d.e.a
    • 28. i.d.e.a. isa progressive creativecommunications leader.We deliver smart, right-sized ideas that live in all the unique places consumers play.Consumers move fast, and so do we, to propel our partners forward and make brandsmatter.
    • 29. We people,move products and culture.
    • 30. Partner TeamAll Square Table. Brand Partner Brand Manager Strategy Public Relations Media Media Brand Consumer Brand Reputation Team Team Social Digital Design Creative i.n.n.o. Creative Team
    • 31. We move people, products and culture.Questions?
    • 32. THANKS! garyw@theideabrand.com @garyware about.me/garyware32