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Finding Ways To Activate Search & Social Synergy

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Better Together: Search & Social. PRESENTATION: Finding Ways To Activate Search & Social Synergy - Given by Kelly Wrather, @kmwrather - Kenshoo, Senior Manager of Content Marketing. #SMX #31C

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Finding Ways To Activate Search & Social Synergy

  1. 1. searchmarketingexpo.com @KMWRATHER #SMX #31C FINDING WAYS TO ACTIVATE SEARCH & SOCIAL SYNERGY
  2. 2. searchmarketingexpo.com @KMWRATHER #SMX #31C Source: Econsultancy, “Cross-Channel Marketing Report 2014,” August 2014 62% of global marketers agreed that messaging, execution, and delivery strategies aren’t actually aligned across touch points. Source: Experian Marketing Services, March 2014 Top Challenges 1.Current Technology 2.Org Structure 3.Budget
  3. 3. searchmarketingexpo.com @KMWRATHER #SMX #31C CROSS CHANNEL IS NOT… SEARCH SOCIAL Having two channels operating in silos Or forcing strategies to fit
  4. 4. searchmarketingexpo.com @KMWRATHER #SMX #31C CROSS-CHANNEL STRATEGY IS… Leveraging success across channels Reaching targeted audiences Optimizing for true value of all interactions Gaining a holistic view
  5. 5. searchmarketingexpo.com @KMWRATHER #SMX #31C 3 Reasons Why Search & Social Should Be The Next Channels You Integrate
  6. 6. searchmarketingexpo.com @KMWRATHER #SMX #31C 1. TOP ONLINE ACTIVITIES
  7. 7. searchmarketingexpo.com @KMWRATHER #SMX #31C A REAL CONSUMER PATH Source: Kenshoo retail client, June 2013
  8. 8. searchmarketingexpo.com @KMWRATHER #SMX #31C 2. CONSUMER TRUST Source: eMarketer, November 2013
  9. 9. searchmarketingexpo.com @KMWRATHER #SMX #31C Source: eMarketer, December 2013 3. MORE THAN HALF OF DIGITAL AD BUDGETS
  10. 10. searchmarketingexpo.com @KMWRATHER #SMX #31C Source: Kenshoo Search and Social Snapshot, Q4 2014
  11. 11. searchmarketingexpo.com @KMWRATHER #SMX #31C Search and Social: Like PB & J
  12. 12. searchmarketingexpo.com @KMWRATHER #SMX #31C DRIVING BOTTOM LINE RESULTS Source: Kenshoo, November 2013
  13. 13. searchmarketingexpo.com @KMWRATHER #SMX #31C THERE’S A FLOOR AND A CEILING
  14. 14. searchmarketingexpo.com @KMWRATHER #SMX #31C IMPACT THROUGHOUT PATH-TO-PURCHASE
  15. 15. searchmarketingexpo.com @KMWRATHER #SMX #31C GIVE CREDIT WHERE IT’S DUE
  16. 16. searchmarketingexpo.com @KMWRATHER #SMX #31C Search and Social Activation
  17. 17. searchmarketingexpo.com @KMWRATHER #SMX #31C Target people, not just keywords or interests
  18. 18. searchmarketingexpo.com @KMWRATHER #SMX #31C HOW MUCH IS AN INDIVIDUAL CUSTOMER WORTH IN RETAIL?
  19. 19. searchmarketingexpo.com @KMWRATHER #SMX #31C IT’S ALL ABOUT SIGNALS Harness data signals to inform and optimize each other  Collection  Analysis  Activation
  20. 20. searchmarketingexpo.com @KMWRATHER #SMX #31C 21 SIGNALS ACT AS PROXY FOR CONSUMER VALUE Search ad click for “tennis racket” View several product pages Exit site Visit Facebook Visit Shopping Cart PLA Click
  21. 21. searchmarketingexpo.com @KMWRATHER #SMX #31C 22 MAKE DATA-DRIVEN DECISIONS Exit site Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 Visit Facebook Visit Shopping Cart View several product pages PLA Click
  22. 22. searchmarketingexpo.com @KMWRATHER #SMX #31C 23 HOW MUCH IS AN INDIVIDUAL CUSTOMER WORTH? $1.75 CPM Visit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages
  23. 23. searchmarketingexpo.com @KMWRATHER #SMX #31C 24 WHICH AD SHOULD YOU SHOW? Visit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages
  24. 24. searchmarketingexpo.com @KMWRATHER #SMX #31C Building Audiences From Search Intent
  25. 25. searchmarketingexpo.com @KMWRATHER #SMX #31C AUDIENCES BUILT BASED ON SEARCH INTENT Sneakers Heels Boots Custom Audiences Demographics Interests Behaviors Retargeting segments Refine
  26. 26. searchmarketingexpo.com @KMWRATHER #SMX #31C AUDIENCES EXPANDED VIA LOOKALIKES Lookalike Audiences Sneakers Lookalikes Demographics Interests Behaviors Sneakers Custom Audience (people searching for sneakers) New Segment Refine
  27. 27. searchmarketingexpo.com @KMWRATHER #SMX #31C Total Addressable Audience on Facebook Facebook Native Targeting What people did on Facebook Online Behavioral Targeting What people did on other sites and apps WCA FBX What people did on your site and apps IDA What people did on search engines HONING IN ON KEY AUDIENCES Intent Signal = Highest Intent Signal = High Intent Signal = Medium Intent Signal = Lowest
  28. 28. searchmarketingexpo.com @KMWRATHER #SMX #31C • Rally internal stakeholders • Create a measurement framework for both search and social • Figure out how to solve pain points using cross- channel initiatives • ABT: Always Be Testing • Show how the industry (& competitors) are advancing What Next? Develop a Plan.
  29. 29. searchmarketingexpo.com @KMWRATHER #SMX #31C

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