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Social Creates Demand, Search Captures Intent By Geoff Colon

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Better Together: Search & Social. PRESENTATION: Social Creates Demand, Search Captures Intent - Given by Geoff Colon, @djgeoffe, Group Product Marketing Manager - Microsoft. #SMX #33D

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Social Creates Demand, Search Captures Intent By Geoff Colon

  1. 1. #SMX #33D @djgeoffe SOCIAL CREATES DEMAND, SEARCH CAPTURES INTENT BETTER TOGETHER: SEARCH + SOCIAL
  2. 2. #SMX #33D @djgeoffe This is how many of us define what we do…
  3. 3. #SMX #33D @djgeoffe This is really how we need to define what we do…
  4. 4. #SMX #33D @djgeoffe Rule #1 of Social + Search Club: Don’t talk about platforms or technology
  5. 5. #SMX #33D @djgeoffe Rule #2 of Social + Search Club: Talk About How People Behave… 2015 People Trends: •  Buying convenience •  Omnichannel solutions •  24/7 convenience
  6. 6. #SMX #33D @djgeoffe Question #1 of Social + Search Club: Does Social Drive Awareness and Search Drive Intent?…
  7. 7. #SMX #33D @djgeoffe Answers #1 •  Many think this is the case and align their advertising so that social data fuels search intent •  What keywords can one plant in social that will drive in search? •  What content can one plant in social that will drive SEO?
  8. 8. #SMX #33D @djgeoffe Additional Questions #1 •  The web and behavior aren’t linear so to think people see content on social, then search is too simplistic in the complexity of human beings. Yet for the majority this is how the river flows. •  Where is the source of demand being generated? Where is your starting point?
  9. 9. #SMX #33D @djgeoffe Question #2 Will additional search supply yield higher results if the keyword “shower speaker” is a highly profitable search term for a marketer yielding a 10:1 return on ad spend.
  10. 10. #SMX #33D @djgeoffe Answer #2 •  No. If you, the marketer, try to invest more in your search campaign, that will not cause more people to search for “shower speaker,” it will simply cost you, the marketer, more to reach the same number of people.
  11. 11. #SMX #33D @djgeoffe Additional Questions #2 •  Isn’t it important to understand the psychology of how people use Google and use it when compared to how they use social? •  People are in discovery mode on social, not intent mode, so they are more inclined to dig for information later if they’ve discovered on their own time.
  12. 12. #SMX #33D @djgeoffe Question #3 If people don’t have purchase intent like they do on Bing, how is social valuable?
  13. 13. #SMX #33D @djgeoffe Answer #3 •  It turns out that this is exactly why social is so valuable – it is that very lack of intent that creates an opportunity to win over new customers. •  Marketers looking to search data to tell them where the demand comes from is a reactive strategy. •  Proactive is creating the demand.
  14. 14. #SMX #33D @djgeoffe Additional Questions #3 •  Is Google and Bing the last stops on the customer purchase journey? •  The question marketers should always ask is where did that purchase intent come from in the first place? Marketers should be seeking the source of demand (aka Twitter, Facebook) and going there as a starting point.
  15. 15. #SMX #33D @djgeoffe §  Objective – Getting CMOs to Pay Attention to Search Marketing §  Content – “Why CMOs Should Pay Attention to Search Marketing” Video Series and Infographic §  Bing Ads – Keywords (Phrase Match): Search Marketing for the CMO, Search Engine Marketing, Paid Search Advertising, Search Advertising, Bing, Bing Ads, §  Social Distribution (Organic/Paid) – Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest §  CTAs/URLs – Point to Website Landing Page with additional content (Nurtures SEO) Example Applied to a Real Business
  16. 16. #SMX #33D @djgeoffe Example Applied to a Real Business Demand Ideation Around Context, Feature, PEOPLE Social Network Distribution: Facebook, Twitter, LinkedIn, Instagram, Etc. Search Engine Marketing Campaign in TANDEM with Social Campaign Data Analysis of KPIs Generates New Data for Future, Ongoing Agile Marketing Campaigns Business Objectives Data insights to inform Science and Art of Next Campaign
  17. 17. #SMX #33D @djgeoffe THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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