Paid Search & Social: The Ultimate Knock-Out Punch By Maggie Malek
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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock Out Punch. PRESENTATION: Paid Search & Social: The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #14B
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Paid Search & Social: The Ultimate Knock-Out Punch By Maggie Malek
- 1. #SMX #14B @MagsMac Maggie Malek, Head of Social at MMI Agency Paid Search & Social: The Ultimate Knock-Out Punch
- 2. #SMX #14B @MagsMac • Started on GeoCities... • Majored in ”Traditional” PR • Fell in love with social now? It’s all about creating experiences. Maggie Malek Head of PR & Social
- 3. #SMX #14B @MagsMac • 300 tickets. • 30 days. • One tiny budget. Paid search + Social… Before it was cool.
- 12. #SMX #14B @MagsMac • Increase visibility to key new audiences • Utilize existing customers’ networks to build awareness through social endorsement • Educate onservice offerings • Drivewebsitetraffic andnewtconsumers intothesalesfunnel • Improve search engine optimization (SEO) to enhance searchability • Improve brand perception in consideration set • Capturedirectcustomer feedbackandmarketinsights • Resolvecustomerservice issuesefficiently • Buildbrandtrustand customerloyalty Awareness Consideration Decision Retention The role of search and social.
- 17. #SMX #14B @MagsMac • Brand + Agency collaboration • Brand + Agency + Agency collaboration • Brand + One Agency Team of Generalists • Brand + Agency + Agency + Data Management Staffing models
- 20. #SMX #14B @MagsMac Kick off: Teams Paid ! Social Brand Organic Social Paid ! Search Organic Search
- 22. #SMX #14B @MagsMac Kick-off: Search and Social Teams Search Team Provides Social Team Provides Search Query Reporting on existing Paid Search Demographic data by platform Organic search traffic reports Historical social ad conversion reporting Website demographic information Creative successes Paid Search Demo & Geo information Demographic breakdown by campaign Historical conversion data Social sentiment data by platform Device info (mobile vs desktop) Any online share of voice data Time of day Social media editorial calendar Any existing search KPIs Organic Social KPIs Top performing ad copy clicks or by CTR Seasonality trends Website content editorial calendar
- 23. #SMX #14B @MagsMac Ongoing data sharing Search Data Social Data Paid social team has read only/view access to search data (Google Analytics, Adobe/ Omniture, AdWords, Bing, etc.) Paid search team has access to Social Analytics Conversion or website actions are established and tagged properly Paid search team has access to any SOV tools (BrandWatch, SproutSocial) Ability to separate out paid and organic social traffic (Requires social team to user proper tags) Links used in paid social ads are properly tagged (By campaign, Organic vs Paid tags)
- 26. #SMX #14B @MagsMac Steps 1. Discovery 2. Campaign Creation 3. Optimize! steps
- 27. #SMX #14B @MagsMac Steps Goals: 1. Reach new audiences 2. Drive tickets sales 3. Increase on-site revenue Example Case Study: Shell Houston Open
- 29. #SMX #14B @MagsMac Steps Discovery: Understanding Your Consumer Search Engine Data Social Data Onsite behavior Types of engagements Search interest Context of engagements Demographics Conversation trends Relevant keywords Interactions Location Share of Voice Device Time of day
- 30. #SMX #14B @MagsMac Other data to (PLEASE) consider. • Customer survey data • Focus groups • Media consumption • 121 Interviews with stakeholders • Sales data • Overall SOV analysis
- 32. #SMX #14B @MagsMac Finalize your personas Shell Houston Open Target Personas: Families Avid Golf Fans Millennials
- 34. #SMX #14B @MagsMac Metrics for awareness vs conversion • Reach/Impressions • Engagement • Mentions • Clicks/CTR • Site Traffic • Brand Awareness • Sentiment Conversion metrics • Leads • Checkouts • Conversion Rate • Average Order Value • Cart Abandonment Rate • Customer Retention Rate • Customer LTV Awareness metrics
- 35. #SMX #14B @MagsMac Finalize what you are going to say What are they asking? And let the heart provide context. • Who is your consumer? • Understand your their objective. • Design campaigns for intention. • What questions are consumers asking? • What trends are you seeing? • What was MISSING from the data?
- 40. #SMX #14B @MagsMac Our final Shell Houston Open campaign Target: Millennials • Initial Keywords & Topics for testing: Charity, Houston, Giving, Golf, Tickets, NCAA Final Four, top 10 PGA TOUR golfers • Sites: • SEM • GDM • Native • Facebook • Twitter • Snapchat • YouTube • Pandora
- 43. #SMX #14B @MagsMac Steps Opportunities to A/B Test Search Data Social Data Socially driven keywords driving conversions? Is search driven copy driving engagement? Are new keywords popping up? What time are people most engaged? Which ad copy has highest engagement? Are people clicking through to your website? Which social site links generate the most traffic? How does social traffic convert? Has time on site increased? What does social traffic do on your website? Where is traffic coming from? Has your share of voice increased?
- 46. #SMX #14B @MagsMac Empower and organize teams… CORPORATE HQ PR TEAM DIGITAL TEAM ECOMMERCE TEAM MARKETING MANAGER MEDIA AGENCY PR AGENCY SOCIAL MEDIA AGENCY CREATIVE AGENCY COMMUNITY MANAGER GRANULAR RIGHTS MANAGEMENT | SEAMLESS WORK FLOW | BENCHMARKING | SINGLE ASSET LIBRARY Open Media Mobile DATA PAID ADVERTISING CONVERSATIONS DRIVES CONTENT Leverage technology… Optimize results and repeat.
- 48. #SMX #14B @MagsMac • Chart your course with data, but let your heart lead the way • Design campaigns based on intention first • Keep a holistic view of performance. • Keep one brand voice across all media; owned, earned and paid. • Be agile and flexible with media and budgets. takeaways
- 49. #SMX #14B @MagsMac LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX