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#SMX #14B @MagsMac
Maggie Malek, Head of Social at MMI Agency
Paid Search & Social: The Ultimate
Knock-Out Punch
#SMX #14B @MagsMac
•  Started	on	GeoCities...	
•  Majored	in	”Traditional”	PR	
•  Fell	in	love	with	social	
	
now?		
It’s	...
#SMX #14B @MagsMac
•  300	tickets.		
•  30	days.		
•  One	tiny	budget.		
Paid	search	+	Social…	Before	it	was	cool.
#SMX #14B @MagsMac
We	know	it	drives	ad	efficiency.
#SMX #14B @MagsMac
So	that	is	NOT	what	I	am	going	to	talk	about	today.
#SMX #14B @MagsMac
People	>	Efficiency
#SMX #14B @MagsMac
Once	upon	a	time…
#SMX #14B @MagsMac
the	new	consumer	landscape
#SMX #14B @MagsMac
Old	ways	won’t		
open	new	doors.
#SMX #14B @MagsMac
data	scientists	
mathematicians	
analytics	experts		
dreamers		
Doers	
storytellers		
influencers	
innov...
#SMX #14B @MagsMac
It’s	time	to	change	the	
conversation.
#SMX #14B @MagsMac
•  Increase	visibility	to	
key	new	audiences	
•  Utilize	existing	
customers’	networks	
to	build	awaren...
#SMX #14B @MagsMac
To	break	through	the	noise,	to	ultimately	
change	hearts	and	minds,	brands	must	design	
for	experiences...
#SMX #14B @MagsMac
Design	to	create	THIS.
#SMX #14B @MagsMac
So,	why	can’t	we	figure	it	out?
#SMX #14B @MagsMac
Two	main	roadblocks:	Staffing	+	Data
#SMX #14B @MagsMac
Staffing	models	
•  Brand	+	Agency	collaboration	
•  Brand	+	Agency	+	Agency	collaboration	
•  Brand	+	On...
#SMX #14B @MagsMac
Plan	for	unbridled	success!
#SMX #14B @MagsMac
Ideal	timeline	
01	
Agency/Partner		
Kick	off		
02	
Analytics		
Access	
03	
04	
Brand	Review	&	
Approval...
#SMX #14B @MagsMac
Kick	off:	Teams		
Paid	Social	
Brand	
Organic	Social	
Paid	Search	
Organic	Search
#SMX #14B @MagsMac
Kick	off:	Brand	provides	
Inputs	required	
Business	Objectives	
Customer	Data	&	Insights	
Marketing	Obje...
#SMX #14B @MagsMac
Kick-off:	Search	and	Social	Teams	
SEARCH	TEAM	PROVIDES	
Search	Query	Reporting	on	existing	Paid	Search	...
#SMX #14B @MagsMac
Ongoing	data	sharing	
SEARCH	DATA	 SOCIAL	DATA	
Paid	social	team	has	read	only/view	access	
to	search	d...
#SMX #14B @MagsMac
Back	to	designing	for	experience.
#SMX #14B @MagsMac
How	do	we	do	it?
#SMX #14B @MagsMac
Steps
1.  Finalize	success	metrics	
2.  Discovery		
3.  Campaign	Creation	
4.  Optimize!	
Steps
#SMX #14B @MagsMac
Steps
Goals:	
1.  Reach	new	audiences	
2.  Drive	tickets	sales	
3.  Increase	on-site	revenue	
Example	C...
#SMX #14B @MagsMac
Metrics	for	awareness	vs	conversion	
•  Reach	
•  Views	
•  Shares	
•  Likes/follows	
•  Clicks	
•  Cou...
#SMX #14B @MagsMac
step	1:	Discovery
#SMX #14B @MagsMac
Steps
Discovery:	Understanding	Your	Consumer	
SEARCH	ENGINE	DATA	 SOCIAL	DATA	
Onsite	behavior	 	Types	...
#SMX #14B @MagsMac
Overall	Search	Behavior
#SMX #14B @MagsMac
Use	listening	tools	to	
identify	key	conversation	topics		
Facebook		
Account	Connecter	
Facebook		
API...
#SMX #14B @MagsMac
Other	data	to	(PLEASE)	consider.	
•  Customer	survey	data	
•  Focus	groups	
•  Media	consumption		
•  1...
#SMX #14B @MagsMac
Finalize	your	personas		
Shell	Houston	Open	Target	Personas:	
Families	 Avid	Golf	Fans	 Millennials
#SMX #14B @MagsMac
step	2:	Campaign	Creation
#SMX #14B @MagsMac
You	can’t	just	look	at	scalable	social	channels.	
Higher	opportunity	for	Organic	Reach	
Broadening		
Ap...
#SMX #14B @MagsMac
Millennials	
0	
10,000	
20,000	
30,000	
40,000	
50,000	
60,000	
U.S.	Mobile	App	Unique	Visitors
#SMX #14B @MagsMac
Finalize	what	you	are	going	to	say	
Let	the	head	lead	the	way.	
And	let	the	heart	provide	context.	
•  ...
#SMX #14B @MagsMac
Our	final	Shell	Houston	Open	campaign	
Target:	Millennials	
•  Initial	Keywords	&	Topics	for	testing:	Ch...
#SMX #14B @MagsMac
268
#SMX #14B @MagsMac
step	3:	Optimize!
#SMX #14B @MagsMac
Steps
Opportunities	to	A/B	Test		
Search	Data	 Social	Data	
Socially	driven	keywords	driving	conversion...
#SMX #14B @MagsMac
Reserve	budget	for	key	
cultural	moments!		
	
Budget
#SMX #14B @MagsMac
Optimize	to	create	a	
better	brand	
experience.	THAT	is	
how	you	will	meet	
your	objectives.
#SMX #14B @MagsMac
Fail	fast.	Fail	forward.
#SMX #14B @MagsMac
•  Chart	your	course	with	data,	but	let	your	heart	lead	the	way	
•  Design	campaigns	based	on	intention...
#SMX #14B @MagsMac
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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Paid Search & Social: The Ultimate Knock-Out Punch By Maggie Malek

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From the SMX East Conference in New York City, September 27-29, 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. 1. #SMX #14B @MagsMac Maggie Malek, Head of Social at MMI Agency Paid Search & Social: The Ultimate Knock-Out Punch
  2. 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. 3. #SMX #14B @MagsMac •  300 tickets. •  30 days. •  One tiny budget. Paid search + Social… Before it was cool.
  4. 4. #SMX #14B @MagsMac We know it drives ad efficiency.
  5. 5. #SMX #14B @MagsMac So that is NOT what I am going to talk about today.
  6. 6. #SMX #14B @MagsMac People > Efficiency
  7. 7. #SMX #14B @MagsMac Once upon a time…
  8. 8. #SMX #14B @MagsMac the new consumer landscape
  9. 9. #SMX #14B @MagsMac Old ways won’t open new doors.
  10. 10. #SMX #14B @MagsMac data scientists mathematicians analytics experts dreamers Doers storytellers influencers innovators rebels thinkers creators leaders pioneers makers
  11. 11. #SMX #14B @MagsMac It’s time to change the conversation.
  12. 12. #SMX #14B @MagsMac •  Increase visibility to key new audiences •  Utilize existing customers’ networks to build awareness through social endorsement •  Educate on service offerings •  Drive website traffic and new consumers into the sales funnel •  Improve search engine optimization (SEO) to enhance searchability •  Improve brand perception in consideration set •  Capture direct customer feedback and market insights •  Resolve customer service issues efficiently •  Build brand trust and customer loyalty Awareness Consideration Decision Retention The role of search and social
  13. 13. #SMX #14B @MagsMac To break through the noise, to ultimately change hearts and minds, brands must design for experiences from the outset.
  14. 14. #SMX #14B @MagsMac Design to create THIS.
  15. 15. #SMX #14B @MagsMac So, why can’t we figure it out?
  16. 16. #SMX #14B @MagsMac Two main roadblocks: Staffing + Data
  17. 17. #SMX #14B @MagsMac Staffing models •  Brand + Agency collaboration •  Brand + Agency + Agency collaboration •  Brand + One Agency Team of Generalists •  Brand + Agency + Agency + Data Management
  18. 18. #SMX #14B @MagsMac Plan for unbridled success!
  19. 19. #SMX #14B @MagsMac Ideal timeline 01 Agency/Partner Kick off 02 Analytics Access 03 04 Brand Review & Approval 05 Final All-Agency Alignment 06 Launch & Optimization Agencies Create Strategies
  20. 20. #SMX #14B @MagsMac Kick off: Teams Paid Social Brand Organic Social Paid Search Organic Search
  21. 21. #SMX #14B @MagsMac Kick off: Brand provides Inputs required Business Objectives Customer Data & Insights Marketing Objectives Specific Campaign Objectives Available Competitor Data
  22. 22. #SMX #14B @MagsMac Kick-off: Search and Social Teams SEARCH TEAM PROVIDES Search Query Reporting on existing Paid Search Organic search traffic reports Website demographic information Paid Search Demo & Geo information Historical conversion data Device info (mobile vs desktop) Time of day Any existing search KPIs Top performing ad copy clicks or by CTR Seasonality trends Website content editorial calendar SOCIAL TEAM PROVIDES Demographic data by platform Historical social ad conversion reporting Creative successes Demographic breakdown by campaign Social sentiment data by platform Any online share of voice data Social media editorial calendar Organic Social KPIs
  23. 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)
  24. 24. #SMX #14B @MagsMac Back to designing for experience.
  25. 25. #SMX #14B @MagsMac How do we do it?
  26. 26. #SMX #14B @MagsMac Steps 1.  Finalize success metrics 2.  Discovery 3.  Campaign Creation 4.  Optimize! Steps
  27. 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
  28. 28. #SMX #14B @MagsMac Metrics for awareness vs conversion •  Reach •  Views •  Shares •  Likes/follows •  Clicks •  Coupon downloads •  Data sharing •  SOV studies •  Social listening •  Referrals •  Clicks •  Content views •  Engagement •  Likes & follows •  SOV studies •  Conversions •  Coupon redemption •  Tracking tags Awareness Consideration Preference Purchase
  29. 29. #SMX #14B @MagsMac step 1: Discovery
  30. 30. #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
  31. 31. #SMX #14B @MagsMac Overall Search Behavior
  32. 32. #SMX #14B @MagsMac Use listening tools to identify key conversation topics Facebook Account Connecter Facebook API Connecter Facebook Account List Facebook Insights Query Facebook Select Post Facebook List Comments Facebook List Posts Connect to API Connect to Account List Accounts Get Insights Select a Post List Accounts Get Comments
  33. 33. #SMX #14B @MagsMac Other data to (PLEASE) consider. •  Customer survey data •  Focus groups •  Media consumption •  121 Interviews with stakeholders •  Sales data •  Overall SOV analysis
  34. 34. #SMX #14B @MagsMac Finalize your personas Shell Houston Open Target Personas: Families Avid Golf Fans Millennials
  35. 35. #SMX #14B @MagsMac step 2: Campaign Creation
  36. 36. #SMX #14B @MagsMac You can’t just look at scalable social channels. Higher opportunity for Organic Reach Broadening Appealing/ Bigger Lower Opportunity for Organic Reach Niche Appealing/ Smaller
  37. 37. #SMX #14B @MagsMac Millennials 0 10,000 20,000 30,000 40,000 50,000 60,000 U.S. Mobile App Unique Visitors
  38. 38. #SMX #14B @MagsMac Finalize what you are going to say Let the head lead the way. 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?
  39. 39. #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 •  Platforms: Native content Digital media
  40. 40. #SMX #14B @MagsMac 268
  41. 41. #SMX #14B @MagsMac step 3: Optimize!
  42. 42. #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 average session duration increased? What does social traffic do on your website? Where is traffic coming from? Has your share of voice increased?
  43. 43. #SMX #14B @MagsMac Reserve budget for key cultural moments! Budget
  44. 44. #SMX #14B @MagsMac Optimize to create a better brand experience. THAT is how you will meet your objectives.
  45. 45. #SMX #14B @MagsMac Fail fast. Fail forward.
  46. 46. #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
  47. 47. #SMX #14B @MagsMac LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
  • cfrancke

    Oct. 4, 2016

From the SMX East Conference in New York City, September 27-29, 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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