Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Aaron Goldman - Will SAM Beat Out SEM?

570 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Aaron Goldman - Will SAM Beat Out SEM?

  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 />

×