Will sam beat out sem?<br />Aaron Goldman<br />CMO, Kenshoo<br />
Kenshoo: Proprietary & Confidential Information |<br />2<br />SAM, I Am<br />SAM = Social Advertising Marketing<br />
Kenshoo: Proprietary & Confidential Information |<br />3<br />Say What?<br />SMO = Social Media Optimization<br />
Kenshoo: Proprietary & Confidential Information |<br />4<br />SAM, I Was<br />SMA = Social Media Advertising<br />MY ACRON...
What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />5<br />SEM vs. SEO <br />Search Engine Marke...
What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />6<br />SEM vs. SEO <br />Search Engine Marke...
What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />7<br />Owned, Earned, Paid<br />Social Media...
What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />8<br />SMO vs. SMA<br />Social Media Optimiz...
Kenshoo: Proprietary & Confidential Information |<br />9<br />How Do You Search?<br />Ask Jeeves? <br />                  ...
Kenshoo: Proprietary & Confidential Information |<br />10<br />How Do You Find?<br />
Kenshoo: Proprietary & Confidential Information |<br />11<br />How Do You Find?<br />
Kenshoo: Proprietary & Confidential Information |<br />12<br />How Do You Find?<br />
Kenshoo: Proprietary & Confidential Information |<br />13<br />How Do You Buy?<br />
Kenshoo: Proprietary & Confidential Information |<br />14<br />How Do You Buy?<br />
Kenshoo: Proprietary & Confidential Information |<br />15<br />SMA vs. SEM<br />SMA<br />SEM<br />
Kenshoo: Proprietary & Confidential Information |<br />16<br />How Do You SEM?<br />Keywords<br />Ad Copy<br />Bids<br />U...
Keywords  Precise Audience Definition<br />Ad Copy  Mass Message Customization<br />Bids  Real-time Valuation<br />URLs...
Kenshoo: Proprietary & Confidential Information |<br />18<br />So, How Do You SMA?<br />Precise Audience Definition  Soci...
Kenshoo: Proprietary & Confidential Information |<br />19<br />Social Graph Targets<br />
Kenshoo: Proprietary & Confidential Information |<br />20<br />Social Graph Targets<br />
Kenshoo: Proprietary & Confidential Information |<br />21<br />Social Graph Targets<br />
Kenshoo: Proprietary & Confidential Information |<br />22<br />Social Graph Targets<br />
Kenshoo: Proprietary & Confidential Information |<br />23<br />Ad Permutations<br />Which is SEM and which is SMA?<br />
Kenshoo: Proprietary & Confidential Information |<br />24<br />Ad Permutations<br />Ad Groups Ain’t Only for SEM!<br />
Kenshoo: Proprietary & Confidential Information |<br />25<br />Ad Permutations<br />Ad Groups Ain’t Only for SEM!<br />
Kenshoo: Proprietary & Confidential Information |<br />26<br />Ad Permutations<br />Like SEM, Higher CTR = Lower CPC<br />...
Kenshoo: Proprietary & Confidential Information |<br />27<br />Bid Management<br />Look Familiar?<br />
Kenshoo: Proprietary & Confidential Information |<br />28<br />Bid Management<br />Look Familiar?<br />
Kenshoo: Proprietary & Confidential Information |<br />29<br />Brand Assets<br />Apps, Pages, Objects, Oh My…<br />
Kenshoo: Proprietary & Confidential Information |<br />30<br />Continuous Optimization<br />Social Metrics: Social Impress...
Kenshoo: Proprietary & Confidential Information |<br />31<br />Continuous Optimization<br />Social Metrics: Social Impress...
Kenshoo: Proprietary & Confidential Information |<br />32<br />Continuous Optimization<br />Social Metrics: Social Impress...
Kenshoo: Proprietary & Confidential Information |<br />33<br />So Who Will Win: SMA or SEM?<br />
Kenshoo: Proprietary & Confidential Information |<br />34<br />So Who Will Win: SMA or SEM?<br />
Kenshoo: Proprietary & Confidential Information |<br />35<br />So Who Will Win: SMA or SEM?<br />
Kenshoo: Proprietary & Confidential Information |<br />36<br />So Who Will Win: SMA or SEM?<br />
Kenshoo: Proprietary & Confidential Information |<br />37<br />I Believe the Children Are Our Future…<br />
Kenshoo: Proprietary & Confidential Information |<br />38<br />I Believe the Children Are Our Future…<br />
Kenshoo: Proprietary & Confidential Information |<br />39<br />I Believe the Children Are Our Future…<br />
Kenshoo: Proprietary & Confidential Information |<br />40<br />Googley Lessons<br />
Kenshoo: Proprietary & Confidential Information |<br />41<br />Eric Schmidt, 2002<br />“The mistake we always make is we a...
Kenshoo: Proprietary & Confidential Information |<br />42<br />Grateful Lessons<br />
Kenshoo: Proprietary & Confidential Information |<br />43<br />Social Media = Marketing Without a Net<br />
Kenshoo: Proprietary & Confidential Information |<br />44<br />Social Media = Marketing Without a Net<br />
Kenshoo: Proprietary & Confidential Information |<br />45<br />Speaking of No Net…<br />
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SMOC Keynote: Social Media Advertising vs. Search Engine Marketing

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Presentation by Aaron Goldman, Kenshoo CMO, at the Social Media Optimization Conference. Introduces new acronyms like SMA (Social Media Advertising) and covers old ones like SEM (Search Engine Marketing).

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  • Media = Content, Advertising = Advertising. Marketing is the umbrella.
  • Media = Content, Advertising = Advertising. Marketing is the umbrella.
  • Don’t interrupt. Keep them within the FB walled garden.
  • Yeah, those are my kids. Had to lie about their ages to get FB accounts. When they’re old enough to take over their accounts, not only will they have nice daddy-approved social networks, but they’re most likely going to spend 90% of their time within the FB walls and query their friends (er, daddy’s friends) when they need something.
  • Yeah, those are my kids. Had to lie about their ages to get FB accounts. When they’re old enough to take over their accounts, not only will they have nice daddy-approved social networks, but they’re most likely going to spend 90% of their time within the FB walls and query their friends (er, daddy’s friends) when they need something.
  • Yeah, those are my kids. Had to lie about their ages to get FB accounts. When they’re old enough to take over their accounts, not only will they have nice daddy-approved social networks, but they’re most likely going to spend 90% of their time within the FB walls and query their friends (er, daddy’s friends) when they need something.
  • Next book will be about Facebook.
  • Use what we know. I know Google. They knew the dead.
  • I know a little Dead too though. Appropriate in SF. One of my favorite albums. Essence of jamming.
  • Speaking of the Dead… I’ll bet my friends at Orange Soda and One Media Manager wouldn’t want their ads showing up in this context.
  • SMOC Keynote: Social Media Advertising vs. Search Engine Marketing

    1. 1. Will sam beat out sem?<br />Aaron Goldman<br />CMO, Kenshoo<br />
    2. 2. Kenshoo: Proprietary & Confidential Information |<br />2<br />SAM, I Am<br />SAM = Social Advertising Marketing<br />
    3. 3. Kenshoo: Proprietary & Confidential Information |<br />3<br />Say What?<br />SMO = Social Media Optimization<br />
    4. 4. Kenshoo: Proprietary & Confidential Information |<br />4<br />SAM, I Was<br />SMA = Social Media Advertising<br />MY ACRONYM!<br />
    5. 5. What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />5<br />SEM vs. SEO <br />Search Engine Marketing<br />Search Engine Optimization<br />
    6. 6. What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />6<br />SEM vs. SEO <br />Search Engine Marketing<br />Search Engine Optimization<br />
    7. 7. What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />7<br />Owned, Earned, Paid<br />Social Media Optimization<br />Social Media<br />Advertising<br />
    8. 8. What’s in a Name?<br />Kenshoo: Proprietary & Confidential Information |<br />8<br />SMO vs. SMA<br />Social Media Optimization<br />Social Media<br />Advertising<br />
    9. 9. Kenshoo: Proprietary & Confidential Information |<br />9<br />How Do You Search?<br />Ask Jeeves? <br /> Ask Jim?<br /> @Jamayka?<br />
    10. 10. Kenshoo: Proprietary & Confidential Information |<br />10<br />How Do You Find?<br />
    11. 11. Kenshoo: Proprietary & Confidential Information |<br />11<br />How Do You Find?<br />
    12. 12. Kenshoo: Proprietary & Confidential Information |<br />12<br />How Do You Find?<br />
    13. 13. Kenshoo: Proprietary & Confidential Information |<br />13<br />How Do You Buy?<br />
    14. 14. Kenshoo: Proprietary & Confidential Information |<br />14<br />How Do You Buy?<br />
    15. 15. Kenshoo: Proprietary & Confidential Information |<br />15<br />SMA vs. SEM<br />SMA<br />SEM<br />
    16. 16. Kenshoo: Proprietary & Confidential Information |<br />16<br />How Do You SEM?<br />Keywords<br />Ad Copy<br />Bids<br />URLs<br />Repeat<br />
    17. 17. Keywords  Precise Audience Definition<br />Ad Copy  Mass Message Customization<br />Bids  Real-time Valuation<br />URLs  Point of Need Destination<br />Repeat  Continuous Optimization<br />Kenshoo: Proprietary & Confidential Information |<br />17<br />How Do You SEM?<br />Keywords<br />Ad Copy <br />Bids <br />URLs <br />Repeat<br />
    18. 18. Kenshoo: Proprietary & Confidential Information |<br />18<br />So, How Do You SMA?<br />Precise Audience Definition  Social Graph Targets<br />Mass Message Customization  Ad Permutations<br />Real-time Valuation  Bid Management<br />Point of Need Destination  Brand Assets<br />Continuous Optimization  Repeat<br />Precise Audience Definition<br />Mass Message Customization<br />Real-time Valuation<br />Point of Need Destination<br />Continuous Optimization<br />
    19. 19. Kenshoo: Proprietary & Confidential Information |<br />19<br />Social Graph Targets<br />
    20. 20. Kenshoo: Proprietary & Confidential Information |<br />20<br />Social Graph Targets<br />
    21. 21. Kenshoo: Proprietary & Confidential Information |<br />21<br />Social Graph Targets<br />
    22. 22. Kenshoo: Proprietary & Confidential Information |<br />22<br />Social Graph Targets<br />
    23. 23. Kenshoo: Proprietary & Confidential Information |<br />23<br />Ad Permutations<br />Which is SEM and which is SMA?<br />
    24. 24. Kenshoo: Proprietary & Confidential Information |<br />24<br />Ad Permutations<br />Ad Groups Ain’t Only for SEM!<br />
    25. 25. Kenshoo: Proprietary & Confidential Information |<br />25<br />Ad Permutations<br />Ad Groups Ain’t Only for SEM!<br />
    26. 26. Kenshoo: Proprietary & Confidential Information |<br />26<br />Ad Permutations<br />Like SEM, Higher CTR = Lower CPC<br />Source: Kenshoo Social Retail Customer, 6 months data<br />
    27. 27. Kenshoo: Proprietary & Confidential Information |<br />27<br />Bid Management<br />Look Familiar?<br />
    28. 28. Kenshoo: Proprietary & Confidential Information |<br />28<br />Bid Management<br />Look Familiar?<br />
    29. 29. Kenshoo: Proprietary & Confidential Information |<br />29<br />Brand Assets<br />Apps, Pages, Objects, Oh My…<br />
    30. 30. Kenshoo: Proprietary & Confidential Information |<br />30<br />Continuous Optimization<br />Social Metrics: Social Impressions, Likes, etc.<br />
    31. 31. Kenshoo: Proprietary & Confidential Information |<br />31<br />Continuous Optimization<br />Social Metrics: Social Impressions, Likes, etc.<br />
    32. 32. Kenshoo: Proprietary & Confidential Information |<br />32<br />Continuous Optimization<br />Social Metrics: Social Impressions, Likes, etc.<br />
    33. 33. Kenshoo: Proprietary & Confidential Information |<br />33<br />So Who Will Win: SMA or SEM?<br />
    34. 34. Kenshoo: Proprietary & Confidential Information |<br />34<br />So Who Will Win: SMA or SEM?<br />
    35. 35. Kenshoo: Proprietary & Confidential Information |<br />35<br />So Who Will Win: SMA or SEM?<br />
    36. 36. Kenshoo: Proprietary & Confidential Information |<br />36<br />So Who Will Win: SMA or SEM?<br />
    37. 37. Kenshoo: Proprietary & Confidential Information |<br />37<br />I Believe the Children Are Our Future…<br />
    38. 38. Kenshoo: Proprietary & Confidential Information |<br />38<br />I Believe the Children Are Our Future…<br />
    39. 39. Kenshoo: Proprietary & Confidential Information |<br />39<br />I Believe the Children Are Our Future…<br />
    40. 40. Kenshoo: Proprietary & Confidential Information |<br />40<br />Googley Lessons<br />
    41. 41. Kenshoo: Proprietary & Confidential Information |<br />41<br />Eric Schmidt, 2002<br />“The mistake we always make is we assume the success in the next 10 years will be the same as the success in the last 10 years.”<br />
    42. 42. Kenshoo: Proprietary & Confidential Information |<br />42<br />Grateful Lessons<br />
    43. 43. Kenshoo: Proprietary & Confidential Information |<br />43<br />Social Media = Marketing Without a Net<br />
    44. 44. Kenshoo: Proprietary & Confidential Information |<br />44<br />Social Media = Marketing Without a Net<br />
    45. 45. Kenshoo: Proprietary & Confidential Information |<br />45<br />Speaking of No Net…<br />

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