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Foundations for Search and Social Strategies, SES London 2014

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The changing world of search and social media, and how you can create a framework for a united search and social media strategy. Presentation from Search Engine Strategies, London 2014.

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Foundations for Search and Social Strategies, SES London 2014

  1. 1. Founda'ons  for  Search  &  Social   Jonathan  Beeston   Director,  New  Product  Innova'on,  EMEA   Adobe   London  •  10–13  February  2014  •  #SESLON  @SESConf  
  2. 2. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds About  me   @searchbeest www.linkedin.com/in/jonathanbeeston
  3. 3. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Founda@ons  for  Search  &  Social   What  you  can’t  control   •  Search  is  evolving   •  Paid,  owned,  earned  is   converging   •  Ads  are  domina@ng   •  Social  is  mobile   What  you  can  control   •  Your  organisa@on   •  Common  goals  &  KPIs   •  Tracking   •  Repor@ng   •  AUribu@on  
  4. 4. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds What  you  can’t  control  
  5. 5. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Search  ain’t  what  it  used  to  be  
  6. 6. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds
  7. 7. London  |  10–13  February  2014  |  #SESLON  |  @SESConf        PLAs  expanding  further   @searchbeest @AdobeAds Source: Searchengineland
  8. 8. London  |  10–13  February  2014  |  #SESLON  |  @SESConf        Even  over  brand  ads   8 @searchbeest @AdobeAds Source: @danbarker
  9. 9. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       Credit  cards   9 @searchbeest @AdobeAds
  10. 10. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds  Credit  cards…  and  beyond  
  11. 11. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds “There will be no banner ads on the Google homepage or web search results pages”
  12. 12. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds What  is  Search  anyway?   12
  13. 13. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds
  14. 14. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds “Twitter is the best way to connect with people, express yourself and discover what's happening.” 14
  15. 15. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds What’s  the  biggest  search  engine  in   Retail?  
  16. 16. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Paid,  Earned  and  Owned  are  converging   Image credit: http://www.flickr.com/photos/gagilas/
  17. 17. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Paid Owned Earned
  18. 18. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Paid Owned Earned
  19. 19. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Paid Owned Earned
  20. 20. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds There’s  no  free  lunch   Image credit: http://www.flickr.com/photos/avlxyz/
  21. 21. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds 1998   “It could be argued from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want.” 21
  22. 22. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds
  23. 23. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds
  24. 24. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Social  is  Mobile  
  25. 25. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds 76.8% 76.3% of monthly active users (MAUs) that access on mobile
  26. 26. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       And they’re monetising the hell out of it… @searchbeest @AdobeAds
  27. 27. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds El  Clásico:  Google  &  Facebook  
  28. 28. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds “Together, Facebook and Google are the twin engines that drive discovery for the average web user.” http://blog.magicbeanlab.com/networkanalysis/ relative-sizes-of-social-media-platforms/ Mat Morrison @mediaczar
  29. 29. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds What  you  can  control  
  30. 30. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Evolve  your  approach   Disparate  teams     Inconsistent  KPIs     Siloed  tracking  and  reports     Volume,  sen@ment   Hub  and  spoke     Common  KPIs  &  framework     Common  tracking  and  reports     Ability  to  prove  Business  Value   and  ROI  
  31. 31. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Centralized One department controls all efforts Distributed §  Organic growth Authentic §  §  §  §  §  Experimental §  Not coordinated Consistent May not be as authentic Coordinated/ Hub & Spoke §  Sets rules, best practices, §  Spreads widely around the org §  Takes time Multiple Hub & Spoke §  Similar to Coordinated but across multiple brands and units Holistic §  Each employee is empowered §  Unlike Organic, employees are organized
  32. 32. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds What  is  Social  for  you?   Where  does  it  meet  Search?  
  33. 33. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Awareness §  §  §  §  §  Dialog / Conversation Share of Voice / Influence Sentiment and Reputation Volume Engagement Marketing & Ecommerce PR & Comms §  §  §  §  Product innovation Innovation and R&D §  §  §  §  Topic Trends Ratings & Reviews Sentiment New features included from community Social Direct Attribution Revenue and Subscriptions Web traffic Social Campaign ROI Marketing & Ecommerce Customer service & support Support Measurement §  §  §  §  Call Volume Resolution Rate Resolution Time Net Promoter Score Search
  34. 34. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Build  from  the  right  founda@ons   Media  Mix   Modelling   AUribu@on   across  search  &   social   Op@miza@on  within   channel   Common  tracking  
  35. 35. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Track  &  report   •  Unifying  social  with  search  allows  true  aUribu@on  analysis   •  Track  complex  mul@-­‐channel  customer  journeys   •  Automa@cally  append  tags  to  all  published  content   •  One  source  of  the  truth   •  Integrated  campaign  dashboard   •  Insights  and  ac@ons,  not  just  data   •  Visual,  not  numbers   •  Customise  for  the  recipient    
  36. 36. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       Executive Reports @searchbeest @AdobeAds Stakeholder Report Social Manager Report •Top-level KPIs •Revenue, Lead Gen, Conversions •Brand reputation •Business Function KPIs •Segment and Campaign performance •Competitive Benchmarks Daily Alerts Campaign Report •Social ‘owned’ channels report •Top topics, themes •Top authors and influencers •Key findings •Top topics •Sentiment analysis •Daily volume / sentiment •Business Impact of Social Campaigns •Conversation volume and sentiment •Influencers
  37. 37. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Listen,  Learn,  Ac@on   Social  monitoring   drives   •  Ad  copy  /  LP   content   •  Keyword  sugges@on   •  Bid  management   •  Budget  pacing   Search  data  drives   •  Pos@ng  @mes   •  Content  tes@ng   •  Content  strategy  
  38. 38. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds AUribu@on  Models   “All  Models  Are  Wrong.    Some  Are  Useful.”       George Box Statistician Emeritus Professor University of Wisconsin © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38   38
  39. 39. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds There  is  no  best  rule!   EVENT 1 LAST FIRST EQUAL LAST MORE FIRST MORE CUSTOM EVENT 2 EVENT ... EVENT p
  40. 40. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds The  ul@mate  aim   Revenue Point of diminishing return 0% 20% % of Budget Spend Display Advertising 40% 60% 80% 100% 120% % of Budget Spend % of Budget Spend Search Email Profit Contribution 140% 160% % of Budget Spend Social Media
  41. 41. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Now  what?  
  42. 42. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds 1.  2.  3.  4.  5.  Evolve  your  organisa@on   Decide  what  social  is  for   Common  tracking,  measurement,  repor@ng   Common  KPIs   Op@miza@on  >  AUribu@on  >  Budget   maximisa@on  
  43. 43. London  |  10–13  February  2014  |  #SESLON  |  @SESConf       @searchbeest @AdobeAds Thanks   @searchbeest www.linkedin.com/in/jonathanbeeston

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