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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