Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Head and Heart: Integrating Search and Social to Reach Your Customer By Maggie Malek

376 views

Published on

SMX, smxwest16, smxwest16d2, SEO, SEO, SOCIAL MEDIA,

Published in: Marketing
  • Be the first to comment

Head and Heart: Integrating Search and Social to Reach Your Customer By Maggie Malek

  1. 1. #SMX #24A @MagsMac Head + Heart Integrating Search and Social to Reach Your Consumer
  2. 2. #SMX #24A @MagsMac
  3. 3. #SMX #24A @MagsMac         Started  with  GeoCities...   Sports  marketing   Traditional  PR     Now?  Social  media  +  Experience  junkie   Maggie  Malek,  Head  of  PR  &  Social  
  4. 4. #SMX #24A @MagsMac Once upon a time… Search Social
  5. 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. 6. #SMX #24A @MagsMac The New Consumer Landscape
  7. 7. #SMX #24A @MagsMac Consumers have a natural AdBlock.
  8. 8. #SMX #24A @MagsMac To break through, brands have to stop shouting start listening.
  9. 9. #SMX #24A @MagsMac Winning brands will learn how to ignite authentic conversations.
  10. 10. #SMX #24A @MagsMac That ultimately change consumers’ hearts and minds.
  11. 11. #SMX #24A @MagsMac How do you ignite authentic conversations? Find out what you consumers care about.
  12. 12. #SMX #24A @MagsMac Identify (or create) moments that matter.
  13. 13. #SMX #24A @MagsMac
  14. 14. #SMX #24A @MagsMac SEARCH SOCIALWINNING CONTENT Our approach Head + Heart
  15. 15. #SMX #24A @MagsMac “Secret” sauce = Flexibility + willingness to fail
  16. 16. #SMX #24A @MagsMac It’s a closed loop
  17. 17. #SMX #24A @MagsMac Steps 1.  Start  with  data     2.  Create  a  content  strategy     3.  Ignite  conversations,  amplify   4.  Experiment,  measure,  repeat!   Steps
  18. 18. #SMX #24A @MagsMac Step1:Startwiththehead
  19. 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. 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. 21. #SMX #24A @MagsMac Use social listening tools to identify key conversation topics
  22. 22. #SMX #24A @MagsMac Step2:Createyourstrategy
  23. 23. #SMX #24A @MagsMac Let’s put the breaks on here.
  24. 24. #SMX #24A @MagsMac To break through. To matter. To ignite conversations... You must DEFINE YOUR SPIRIT.
  25. 25. #SMX #24A @MagsMac You need three types of content
  26. 26. #SMX #24A @MagsMac Plan for unbridled success!
  27. 27. #SMX #24A @MagsMac Success looks different for every brand. What metrics will you be looking at?
  28. 28. #SMX #24A @MagsMac Step3:IgniteConversations
  29. 29. #SMX #24A @MagsMac Hire the most amazing writers as brand ambassadors.
  30. 30. #SMX #24A @MagsMac Assign a dedicated team.
  31. 31. #SMX #24A @MagsMac Know exactly who is responsible for what.
  32. 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. 33. #SMX #24A @MagsMac Have your tools ready to go. Have your tools ready to go.
  34. 34. #SMX #24A @MagsMac
  35. 35. #SMX #24A @MagsMac Always be ready to move.
  36. 36. #SMX #24A @MagsMac High  organic  reach  =  amplify   Heavy  website  traffic  =  amplify     Key  cultural  moment  =  amplify           Look for opportunities to amplify
  37. 37. #SMX #24A @MagsMac Step4:Reviewandrefresh
  38. 38. #SMX #24A @MagsMac Assess your success
  39. 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. 40. #SMX #24A @MagsMac Fail fast. Fail forward.
  41. 41. #SMX #24A @MagsMac •  Knowyourbrandvoice •  Chartyourcoursewithdata,butletyourheartleadtheway •  Rallyaroundcontentthatrepresentswhoyouare •  Developarelationshiponsocialmediathatallowsyouto gleanevenMOREdatafromyourconsumerthatallows youtopersonalizetheirexperience •  Convertsocialsensationsintocontentopportunities  Takeaways
  42. 42. #SMX #24A @MagsMac SEE YOU AT THE NEXT #SMX THANK YOU!

×