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Search and Social...A Match Made in Heaven By Maggie Malek


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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: SEO & Social: A Match Made In Marketing Heaven. PRESENTATION: Search and Social...A Match Made in Heaven - Given by Maggie Malek, @magsmac - MMI Agency, VP of Strategy. #SMX #23A

Published in: Marketing

Search and Social...A Match Made in Heaven By Maggie Malek

  1. 1. #SMX #23A @MagsMac Maggie Malek, VP of Product Strategy at MMI Agency Search + Social… A Match Made in Heaven
  2. 2. #SMX #23A @MagsMac Maggie Malek, VP of Product Strategy at MMI Agency Search + Social… A Match Made in Heaven
  3. 3. #SMX #23A @MagsMac • Started on GeoCities... • Majored in ”Traditional” PR • Fell in love with digital now? It’s all about creating experiences. Maggie Malek
  4. 4. #SMX #23A @MagsMac • 300 tickets. • 30 days. • One tiny budget. Search + Social… Before it was cool
  5. 5. #SMX #23A @MagsMac Once upon a time…
  6. 6. #SMX #23A @MagsMac We lived in our silos Search Social Creative Social Media Communications Strategy Data & Insights
  7. 7. #SMX #23A @MagsMac We act like the consumer changed… Overnight.
  8. 8. #SMX #23A @MagsMac And we have STAYED in our silos Search Social
  9. 9. #SMX #23A @MagsMac This is the landscape for consumers today
  10. 10. #SMX #23A @MagsMac • Written content is now graphic content. • Social traffic is not guaranteed. • Social engagement is a different ball game. • Brands have to pay to play. • New channels pop up every day. And that landscape is constantly changing
  11. 11. #SMX #23A @MagsMac Old ways won’t open new doors.
  12. 12. #SMX #23A @MagsMac It’s time to change the conversation.
  13. 13. #SMX #23A @MagsMac Consumers have a natural ad block.
  14. 14. #SMX #23A @MagsMac data scientists mathematicians analytics experts dreamers Doers storytellers influencers innovators rebels thinkerscreators leaders pioneers makers
  15. 15. #SMX #23A @MagsMac So why can’t we figure it out?
  16. 16. #SMX #23A @MagsMac Two main roadblocks: Staffing + Data
  17. 17. #SMX #23A @MagsMac Our approach
  18. 18. #SMX #23A @MagsMac search social winning contenthead heart
  19. 19. #SMX #23A @MagsMac ”Secret” sauce = flexibility + willingness to fail.
  20. 20. #SMX #23A @MagsMac Steps 1. Start with data. 2. Create a content strategy. 3. Don’t forget relevance and context! 4. Ignite conversations and amplify. 5. Experiment, measure, repeat! Steps
  21. 21. #SMX #23A @MagsMac Let’s put the brakes on here.
  22. 22. #SMX #23A @MagsMac To break through. To matter. To ignite conversations… you must define your spirit.
  23. 23. #SMX #23A @MagsMac step1:Startwithdata.
  24. 24. #SMX #23A @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
  25. 25. #SMX #23A @MagsMac Teams to involve Paid Social Brand Organic Social Paid Search Organic Search
  26. 26. #SMX #23A @MagsMac Kick off: Brand provides Inputs required Business Objectives Customer Data & Insights Marketing Objectives Specific Campaign Objectives Available Competitor Data
  27. 27. #SMX #23A @MagsMac Start with Data, let the Heart lead the way. Search context: Social context: • Who is your consumer? • What are they saying to their friends online? • What type of content gets the most engagement? • What questions are consumers asking? • What trends are you seeing? • What are they asking in the “search privacy”
  28. 28. #SMX #23A @MagsMac Remember: But Google isn’t the only place people are searching. • Facebook Open Graph • YouTube organic search • Amazon products and reviews • Twitter search • Instagram hashtags • And the list goes on.
  29. 29. #SMX #23A @MagsMac Other data to (PLEASE) consider. • Customer survey data • Focus groups • Media consumption • 121 Interviews with stakeholders • Sales data • Overall SOV analysis
  30. 30. #SMX #23A @MagsMac Design your content strategy based on… INTENTION FIRST.
  31. 31. #SMX #23A @MagsMac step2:Createacontentstrategy.
  32. 32. #SMX #23A @MagsMac Plan for unbridled success.
  33. 33. #SMX #23A @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 Purchase Design campaigns based on intention first Preference
  34. 34. #SMX #23A @MagsMac Potential KPIs • 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
  35. 35. #SMX #23A @MagsMac RULE OF THUMB: The more you expect a user to do… The more you will pay. Ex: Optimizing for prestige sales versus video views. Brand Organic Social Paid Search Organic Search
  36. 36. #SMX #23A @MagsMac Pick your channels
  37. 37. #SMX #23A @MagsMac Build a dynamic team based on brand needs
  38. 38. #SMX #23A @MagsMac It can be large or small, depending on your size
  39. 39. #SMX #23A @MagsMac Assign a dedicated team.
  40. 40. #SMX #23A @MagsMac step3:Relevanceandcontext!
  41. 41. #SMX #23A @MagsMac You need three types of content hero Large-scale, tent-pole events or “go-big” moments designed to raise broad awareness hub Regularly scheduled “push” content designed for your prime prospect hygiene Always-on “pull” content designed for your core target
  42. 42. #SMX #23A @MagsMac For every content piece: • Start with search • Connect with copy • Have search team review • Have social team review • Assign promotional channels • ALWAYS PROOOOF!!!!! • Have final brand review Download here! 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): 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) _______________________________________________ _______________________________________________ Publication checklist
  43. 43. #SMX #23A @MagsMac Step4:Igniteconversationsand amplify.
  44. 44. #SMX #23A @MagsMac Hire the most amazing writers as brand ambassadors.
  45. 45. #SMX #23A @MagsMac Amplification MATTERS.
  46. 46. #SMX #23A @MagsMac High organic reach = amplify Heavy website traffic = amplify Key cultural moment = amplify Look for opportunities to amplify
  47. 47. #SMX #23A @MagsMac Campaign Set Up: Stay Consistent
  48. 48. #SMX #23A @MagsMac RULE OF THUMB: Keep naming conventions consistent… Match SEM with Social. Ex: We include IO numbers in campaign names. Brand Organic Social Paid Search Organic Search
  49. 49. #SMX #23A @MagsMac step5:Experiment,measure,repeat!
  50. 50. #SMX #23A @MagsMac REMEMBER!
  51. 51. #SMX #23A @MagsMac Identify collaborators on each team. Establish a cadence to data share. Have everyone on board with data review
  52. 52. #SMX #23A @MagsMac In a perfect world, data is aggregated
  53. 53. #SMX #23A @MagsMac Or, you have to become a spreadsheet ninja
  54. 54. #SMX #23A @MagsMac Example testing plan outline:
  55. 55. #SMX #23A @MagsMac Example learning report:
  56. 56. #SMX #23A @MagsMac Fail fast. Fail forward.
  57. 57. #SMX #23A @MagsMac • Failfast.Failforward. • Knowyourbrandvoice. • Chartyourcoursewithdata,butletyourheartleadtheway. • Rallyaroundcontentthatrepresentswhoyouare. • Convertsocialsensationsintocontentopportunities. Takeaways
  58. 58. #SMX #23A @MagsMac SEE YOU AT THE NEXT #SMX THANK YOU!