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Search & Social Integration: A Toolkit for Getting Started

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Strategies, tips, and recommendations for how to advance through business through search marketing and social media integration.

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Search & Social Integration: A Toolkit for Getting Started

  1. 1. Search & Social Integration: A Toolkit For Getting Started Speakers: Meghan Lavin, Director of Marketing, Catalyst Kieley Taylor, Managing Partner, Global Head of Social, GroupM
  2. 2. www.CatalystDigital.com Instructions Audio pin Dialing in via phone? This is where to find your audio pin. Enter your custom pin to hear the presenters. To ask questions Type your question in the "[Enter question for staff]" field. Only the presenters will see the question. Use this for content questions or any issues hearing us.
  3. 3. www.CatalystDigital.com Your Speakers for Today’s Webinar Kieley Taylor, Managing Partner, Global Head of Social, GroupM Meghan Lavin, Director of Marketing, Catalyst MODERATOR PRESENTER
  4. 4. www.CatalystDigital.com Organic Search | Paid Search | Social Media | Social Media Advertising Programmatic | Amazon Search Marketing | eShelf What We Do Business Results. Powered by Advanced Marketing Strategy.
  5. 5. www.CatalystDigital.com POLL QUESTION What channel do you manage and do you integrate? A. I manage social, and we do not integrate with search B. I manage social, and we do integrate with search C. I manage search, and we do not integrate with social D. I manage search, and we do integrate with social E. I oversee both and take an integrated approach
  6. 6. Search & Social Integration: A Toolkit For Getting Started
  7. 7. The Many Benefits of Integration
  8. 8. www.CatalystDigital.com THE BENEFITS OF INTEGRATED SEARCH AND SOCIAL • Informs strategy • Captures demand • Improves results • Delivers insights • Creates efficiencies • Encourages fluidity s s Social Media 1.0: Siloed Social Media 2.0: Integrated Data from other channels can inform search optimization Search & Social data guides content creation and media planning Pure Paid Search Search Remarketing Social Search Mobile Search
  9. 9. www.CatalystDigital.com FROM SUCCESS IN A SILO TO INTEGRATED WINS Social Relevance & Impact Social Reach Focused Search Growth Search Reach Social Reach Search Reach
  10. 10. www.CatalystDigital.com HOW SEARCH INFORMS SOCIAL Effectiveness • Use top SEO/ SEM terms to buy on social increasing targeted frequency and driving action • Use relevant search keywords in social posts to improve Paid Social resonance and earned impressions • Find new audiences based on search click volume Social Relevance & Impact Social Reach Search Reach
  11. 11. www.CatalystDigital.com HOW SEARCH INFORMS SOCIAL Social Relevance & Impact Social Reach Search Reach Efficiency • Re-target site visitors on social to drive efficient frequency and convert prospects • Shift poorer performing lifestyle or category search budget into social affinity targeting to benefit from reduced CPMs and greater scale • Inform social channel allocation based on full business impact • E.g. Pinterest as a top site traffic driver may facilitate greater investment than paid media CPM would initially dictate
  12. 12. www.CatalystDigital.com HOW SOCIAL INFORMS SEARCH Effectiveness • Analyze Social conversation to develop relevant content on site and for Search ads • Grow insights into brand consumers by leveraging data from social fans to inform • Messaging • Keyword lists • Site content, etc. • Optimize outbound Social links for SEO analysis and impact Social Reach Focused Search Growth Search Reach
  13. 13. www.CatalystDigital.com HOW SOCIAL INFORMS SEARCH Social Reach Focused Search Growth Search Reach Efficiency • Test messaging within Social first to scale learning quickly to preserve Search Quality Score and avoid CPC premiums. • Use Social conversation to build keyword expansions and gain lower CPC’s in search based on limited competition • Coordinate between channels to heavy-up SEM based on real-time Social trends • Shift budget from broadest social targets to fully fund increased branded search for 100% SOV
  14. 14. www.CatalystDigital.com INTEGRATION DRIVES EFFICIENCY AND EFFECTIVENESS Social Action Social Insight Search Insight Search Action Social Relevance & Impact Social Reach Focused Search Growth Search Reach
  15. 15. Why aren’t we doing this all the time?
  16. 16. www.CatalystDigital.com DOES YOUR ORGANIZATION HAVE “GREY AREAS” OF OVERLAP? Programmatic Traditional (Publisher Direct Digital, Print, Video, Broadcast) Search + Social Shared Publishers Biddable Custom Creative Client Expectation of Integration
  17. 17. www.CatalystDigital.com Enterprise DOES YOUR CLIENT’S ORGANIZATION HAVE “GREY AREAS” OF OVERLAP? PR Brand Performance Consumer’s Expectation of Integration Brand Brand Brand Brand Brand Brand Brand Brand
  18. 18. www.CatalystDigital.com STRUCTURES THAT DON’T DEFINE THE STRENGTH AND PURPOSE OF GROUPS MOTIVATE TEAMS TO FOCUS ON WHAT THEY CAN DO, NOT WHAT THEY SHOULD DO TO GAIN “TERRITORY” Programmatic Traditional Search + Social
  19. 19. www.CatalystDigital.com Search + SocialProgrammatic We can negotiate some Pinterest inventory We talk to Scripps Traditional AN AGENCY “LAND GRAB” EXAMPLE I know it’s the NFL but it’s on Twitter We can buy GDN We can buy impressions and don’t need a custom program We can run our standard videos in Snap ads
  20. 20. DOH!
  21. 21. How to Integrate Planning
  22. 22. www.CatalystDigital.com AUDIENCE FIRST CROSS CHANNEL FRAMEWORK Objectives Audiences Actions Content Distribution Measurement
  23. 23. www.CatalystDigital.com AUDIENCE FIRST CROSS CHANNEL PLANNING* Audience A: Lapsed Loyalists Sales/Habit Content A DCOB Audience B: Category Buyers Sales Content A DCOD E Audience C: CRM Sales/Habit Content A DCOF * Allocations to be based on modeling
  24. 24. www.CatalystDigital.com AUDIENCE FIRST CROSS CHANNEL PLANNING* Audience A: Lapsed Loyalists Sales/Habit Content A DCOB * Allocations to be based on modeling Search + Social (69%) Traditional (17%) Programmatic (14%)
  25. 25. www.CatalystDigital.com AUDIENCE FIRST CROSS CHANNEL PLANNING* * Allocations to be based on modeling Audience B: Category Buyers Sales Content A DCOD E Search + Social (46%) Traditional (22%) Programmatic (32%)
  26. 26. www.CatalystDigital.com AUDIENCE FIRST CROSS CHANNEL PLANNING* * Allocations to be based on modeling Search + Social (35%) Traditional (13%) Programmatic (52%) Audience C: CRM Sales/Habit Content A DCOF
  27. 27. www.CatalystDigital.com AUDIENCE FIRST CROSS CHANNEL PLANNING* * Allocations to be based on modeling Audience C: CRM Audience B: Category Buyers Audience A: Lapsed Loyalists Search + Social (35%) Traditional (13%) Programmatic (52%) Search + Social (46%) Traditional (22%) Programmatic (32%) Search + Social (69%) Traditional (17%) Programmatic (14%)
  28. 28. How to Integrate Optimization
  29. 29. www.CatalystDigital.com TUNE-IN EXAMPLE Early Adopter Sustain Interest/ Catch Up Viewing Eventize Premiere Continuity – In Season support Finale
  30. 30. www.CatalystDigital.com OMNI-CHANNEL TRIGGER SYSTEM & ACTION PLAN • Share creative and audience insights across channels. • Reallocate funds to support from poorer performers. • Minimize investment. • Review Audience Segment performance across channels to identify creative optimization or best fit reallocation. • Remove investment. • Identify best fit channel for reallocation. • Scale using Lookalike Modeling. • Share creative learnings cross channels targeting similar audience LIMITED SCALE LARGE SCALE HIGH RESPONSE LOW RESPONSE
  31. 31. www.CatalystDigital.com OMNI-CHANNEL TRIGGER SYSTEM & ACTION PLAN Early Adopter Sustain Interest/ Catch Up Viewing Eventize Premiere Continuity – In Season support Finale Omni-Channel Optimization Check In
  32. 32. www.CatalystDigital.com ANSWER THESE QUESTIONS TO DELIVER INTEGRATED REPORTING INSIGHTS What happened? Search volume is increasing around “ombre” Was it good or bad? Use benchmarks to qualify If good, how do we do more In channel? Outside the channel? If bad, how do we fix In channel? Outside the channel? This is good because ombre is strongly associated with our brand and these terms have limited competition so CPC’s are lower than campaign average We recommend adding ombre color kits to ad sitelinks driving to the product page to drive relevancy and CTR across more ad groups We also informed the: • Social team who are working with creative teams to feature ombre in assets • Programmatic team who are driving to the product page and increasing bids around hair trends • Traditional team who is including in their RFP for brand integration opportunities
  33. 33. www.CatalystDigital.com CONTROL AND EXPOSED METHODOLOGY SCIENTIFICALLY PROVED LIFTS FROM INTEGRATION 13% lift in overall organic and paid search-referred site visits 17.3% lift in paid search-referred site visits 97% of incremental paid search clicks came from branded (highly efficient) keywords 9.7% lift in website visits due to Facebook ad exposure
  34. 34. www.CatalystDigital.com READY TO UNLOCK MORE FROM SEARCH & SOCIAL? Contact: Kieley.Taylor@GroupM.com or Info@CatalystDigital.com Learn more at: 1. Why Search + Social = Success For Brands (also attached as handout to webinar) 2. Pinterest Pointers: What to Know Before Getting Started NYC-based? Attend SMX East 2017 and catch Kieley’s panel “Paid Search and Social: Twin Children of Different Mothers” for more strategies for search and social integration.
  35. 35. Q&A

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