Performics SVP of Communications Planning Jon Wegman brings to light the true meaning behind "performance marketing" in his June presentation at an L2 event. Learn how to harness actions through observing, measuring, analyzing and applying data to drive results.
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Rob Garner
Search and social media 101 level presentation, covering the current social media landscape, recent marketing statistics and research, how to engage, categories of social engagement, how search and social work together, social relevancy, and other topics. Presented by Rob Garner.
1 Product Of E-business & E-marketing : Submitters Category By Popularity And Gravity! The Power To Dominate Social Media And All Search Engines Affiliates Join 1 Product Of E-business & E-marketing : Submitters Category By Popularity And Gravity! The Power To Dominate Social Media And All Search Engines Affiliates Join www.magicsubmitter.com/affiliate
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
Alex Rascanu delivered the "Growth Hacking with SEO" presentation on August 15, 2014 to an audience composed of students in Ryerson University’s Master of Digital Media class. More about Alex Rascanu: http://www.alexrascanu.com
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Rob Garner
Search and social media 101 level presentation, covering the current social media landscape, recent marketing statistics and research, how to engage, categories of social engagement, how search and social work together, social relevancy, and other topics. Presented by Rob Garner.
1 Product Of E-business & E-marketing : Submitters Category By Popularity And Gravity! The Power To Dominate Social Media And All Search Engines Affiliates Join 1 Product Of E-business & E-marketing : Submitters Category By Popularity And Gravity! The Power To Dominate Social Media And All Search Engines Affiliates Join www.magicsubmitter.com/affiliate
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
Alex Rascanu delivered the "Growth Hacking with SEO" presentation on August 15, 2014 to an audience composed of students in Ryerson University’s Master of Digital Media class. More about Alex Rascanu: http://www.alexrascanu.com
Social Media: Can It Deliver To Your Bottom LineMike Rosenberg
Presentation on Social Media and how it can deliver quantifiable results to the travel and tourism industry, Given live at the SOVA Symposium on March 1, 2010.
Social Media for CEOs - The External OpportunityOur Social Times
A presentation from Julius Duncan (Headstream.com) on how CEOs should view and approach social media strategically, with specific focus on external communications
Destination Marketing Webinar Search Powering Your Marketing MixMike Rosenberg
Our first in this series is Search Powering Your Marketing Mix where we will show how search marketing can provide behavioral information on who is searching for lodging, restaurant, attraction and activity information in and around your destination, which messages resonate with them and what factors entice them to become visitors/customers.
Armed with this knowledge, destination and regional marketers can create effective messaging to drive consumer actions through all aspects of the marketing mix, both online and traditional channels.
In this webinar you will learn:
1. How Search & Social Intelligence Research can define your target audience(s) and provide knowledge needed to create an effective overall marketing campaign.
2. How to leverage this information across your online and traditional marketing mix.
Colleen Dalton, interactive marketing director for Northstar-at-Tahoe, shared her insights on how bloggers can use location-based services, such as Foursquare and Facebook Places.
• Are you trying to justify ROI for online marketing strategies?
• Looking to develop a plan for your web-based communication initiatives?
This presentation offers an actionable plan for success.
Gain direct insight into how to leverage data-driven,
ROI-focused online strategies to profitably thrive in today\'s economy. This session promises to provide a professional game plan that can be implemented by business of all sizes to dramatically enhance their online presence, increase conversion rates, and directly connect with target audiences through search engines, emerging social networks and online communities. From research, to strategy and execution this informative and actionable presentation will provide a roadmap for success with specific case studies along the way.
This presentation was given by Kristin Gast and David Erickson of Tunheim Partners on March 25, 2010, at the Minnesota Council of Nonprofits' Technology and Communications Conference, Remix, Refresh, Reload: Balancing New Media & Traditional Strategy. #MNNPTech
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11Earthbound Media Group
Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining and meaningful content targeted to your core and secondary audiences. Knowledge Centers have proven to be capable of solving many of today's common business challenges such as strengthening customer service, improving your brand's value, enhancing public perception and sentiment and generating new customer interest. In this webinar, we will explore how a diversity of organizations – from large Fortune 500 corporations to small non-profits – are publishing powerful content to establish an empowered and dynamic community of loyal customers.
This webinar was presented by Blueliner CEO, Arman Rousta on Wednesday May 19th.
For more information on Blueliner and the 7 Pillars of Digital Marketing, please visit www.bluelinerny.com
Social Media: Can It Deliver To Your Bottom LineMike Rosenberg
Presentation on Social Media and how it can deliver quantifiable results to the travel and tourism industry, Given live at the SOVA Symposium on March 1, 2010.
Social Media for CEOs - The External OpportunityOur Social Times
A presentation from Julius Duncan (Headstream.com) on how CEOs should view and approach social media strategically, with specific focus on external communications
Destination Marketing Webinar Search Powering Your Marketing MixMike Rosenberg
Our first in this series is Search Powering Your Marketing Mix where we will show how search marketing can provide behavioral information on who is searching for lodging, restaurant, attraction and activity information in and around your destination, which messages resonate with them and what factors entice them to become visitors/customers.
Armed with this knowledge, destination and regional marketers can create effective messaging to drive consumer actions through all aspects of the marketing mix, both online and traditional channels.
In this webinar you will learn:
1. How Search & Social Intelligence Research can define your target audience(s) and provide knowledge needed to create an effective overall marketing campaign.
2. How to leverage this information across your online and traditional marketing mix.
Colleen Dalton, interactive marketing director for Northstar-at-Tahoe, shared her insights on how bloggers can use location-based services, such as Foursquare and Facebook Places.
• Are you trying to justify ROI for online marketing strategies?
• Looking to develop a plan for your web-based communication initiatives?
This presentation offers an actionable plan for success.
Gain direct insight into how to leverage data-driven,
ROI-focused online strategies to profitably thrive in today\'s economy. This session promises to provide a professional game plan that can be implemented by business of all sizes to dramatically enhance their online presence, increase conversion rates, and directly connect with target audiences through search engines, emerging social networks and online communities. From research, to strategy and execution this informative and actionable presentation will provide a roadmap for success with specific case studies along the way.
This presentation was given by Kristin Gast and David Erickson of Tunheim Partners on March 25, 2010, at the Minnesota Council of Nonprofits' Technology and Communications Conference, Remix, Refresh, Reload: Balancing New Media & Traditional Strategy. #MNNPTech
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11Earthbound Media Group
Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining and meaningful content targeted to your core and secondary audiences. Knowledge Centers have proven to be capable of solving many of today's common business challenges such as strengthening customer service, improving your brand's value, enhancing public perception and sentiment and generating new customer interest. In this webinar, we will explore how a diversity of organizations – from large Fortune 500 corporations to small non-profits – are publishing powerful content to establish an empowered and dynamic community of loyal customers.
This webinar was presented by Blueliner CEO, Arman Rousta on Wednesday May 19th.
For more information on Blueliner and the 7 Pillars of Digital Marketing, please visit www.bluelinerny.com
Thank you to all who attended our Internet Marketing Seminar at Automation Alley on February 9th, 2010. We hope that you found value in our experience and discussions.
An investment-worthy internet marketing campaign includes a combination of traditional methods while strategically utilizing various digital methods including search engine marketing, social media marketing and content distribution. For more information on Biznet please visit: http://www.biznetis.net
Interactive Marketing: Building Brand Awareness & Delivering Results Quinn Sheek
Many marketers make the mistake of defining their interactive marketing strategies in silos: display advertising, search, email, affiliate marketing, etc. As the interactive marketing landscape becomes ever more complex it is becoming critical to have a deep understanding of each digital medium without neglecting the end goal of your marketing efforts. In this session we will discuss the importance of breaking down silos to deliver the best possible results.
Understanding Digital Marketing with SEO, SERP, SEM, SMM, Content Marketing, ...Jaya Kumari
Slides cover complete guideline about the website highlightening in SERP and use of tools likeSEO, SEM, SMM. Introduction to SEO, Search Engine Marketing, Social Media channels to promote business or any website is clearly shown in the different slides. Even, the trends of Digital Marketing in 2017-2018 is also shown and the access of mobile phone in this generation which create a boon to Digital field.
At this year’s CES, we saw a multitude of new tech, but a common thread was apparent: the sophisticated use of data to provide utility or entertainment for consumers. For brands, this is the foundation of a new super-connected consumer journey, offering new opportunities to create powerful, seamless experiences. Check out our top CES Trends:
At this year’s CES, we saw a multitude of new tech, but a common thread was apparent: the sophisticated use of data to provide utility or entertainment for consumers. For brands, this is the foundation of a new super-connected consumer journey, offering new opportunities to create powerful, seamless experiences. Check out our top CES Trends:
Performics & Kohl's talk about the journey that agencies and retailers are taking to omni-channel performance marketing success to align with shopper needs.
Quick Action and Relevant Messaging Drive New Opportunity for Sanofi Brand Du...Performics
Learn how Performics/VivaKi achieved new levels of brand awareness for Essentiale Forte N at an efficient cost during a key environmental issue in Moscow.
March Madness Interest on Search and SocialPerformics
NCAA March Madness Sweet 16 kicks off tonight! Check out top tournament-related searches and discover which social channel fans are turning to most to connect with the madness #MarchMadness #NCAA #NCAATournament
Performics & ZenithOptimedia: Driving ROI through Smarter Use of MobilePerformics
Best practices for creating engaging mobile experiences (on-site (e.g. landing pages, apps) and off-site (e.g. search, social and display advertising)), and measuring the impact of mobile: across devices and digital-to-store from the performance marketing experts.
Performics UK Drives Performance for Costa Coffee by Using CRM Data to Create...Performics
Read our latest case study from Performics UK: Using CRM data in tandem with social media, Performics drives exceptional campaign performance for Costa Coffee.
Today, brands must incorporate social media strategies into their greater marketing efforts to outperform competition and build a loyal follower base. Performics Social Snapshot is a monthly publication comparing vertical category leader social presence.
The Performance Perspective: Aligning Teams & KPIs in Today's Digital LandscapePerformics
Performics Analytics and Technology Analyst, Maira Grylli, studies internal teams that motivate participation, drive performance and optimize for action- to drive outstanding results for their clients. Uncovering 7 common elements, Maira shares insight into the key to success: Client and agency team alignment.
America Reacts to Ebola Using Search and SocialPerformics
With the recent Ebola outbreak, America turns to search and social for more information surrounding the virus. Check out our infographic highlighting search trends, social insights and consumer purchasing patterns in response to recent news releases.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. Activating Data to Drive Performance
Performance
marketing is
achieved through
harnessing
actions, in
observing,
measuring,
analyzing and
applying data to
drive results.
Performance
Participation
Participant Brand
3. CPCs are 47% less on mobile than on desktop
Instagrammed 3 photos
14 likes and counting
Already
lost 52
minutes
of epic
road trip
Using mobile device to solve
problem, not find a brand
The most
expensive
state for
car
insurance
is New
Jersey
The least
expensive
state for
car
insurance
is Ohio
Intrinsic Links Between Social & Search
5. Both Are Grounded in Evolving Formulas
EdgeRank PageRank
u is dependent on the PageRank values for each page
v contained in the set Bu (the set containing all pages linking to
page u), divided by the number L(v) of links from page v
6. The Rise of the Human Algorithm
We are increasingly seeking out context-rich results
New “People-Powered” Platform integrations
Social content is highly influential for engine ranking
- Amazon Reviews, RatemyFood, TripAdvisor
- Facebook Graph Search, Bing Social Results Sidebar
- Timing, Relevancy, Links, Click-Through, etc..
8. 0010101010010010101001010
0000011101010110101001000
10
Community
Management
Brand
Identity
UGC/
Reviews
How frequently should I be posting and
responding? How do I deal with crisis if
something goes wrong?
Is my brand identity consistent across all our
social content on the web?
What content exists about my brand and what customer needs are we
meeting?
SERP
Optimization
Website
Integration
Social
Presence
Paid
Media
What types of social results are
appearing on Google, Bing?
Does our website empower / allow
users to share content?
Does my brand have a presence
on all of the relevant platforms?
Are our feeds, links, and reviews
appearing to prospective customers?
Content
Creation
What content / feedback is being
created on behalf of my brand?
Social
Signals
ROI /
Evaluation
Network
Analysis
How do insights apply across channels and
departments? How do we amplify?
What actions are we tracking and what
is the ROI of social?
How do we use social data for
modeling behavior / action?
What are our social signals and how do I
activate/increase them?
Channel
Strategy
9. Indirect
Influence Local + Nearby Info
Social Media as a “Search” Prism
User-Generated ContextSearch PrismSearcher
Directed Intent
SERP(s)
Native Site(s)
Social Platform(s)
Indirect Influence
10. UGC: User-Generated Context
(Social Media)
UGC: User Generated Context
(How Social Influences us to Decide or Act)
x(Paid, Earned or Owned Impressions)
(Social Content)
(Paid, Earned or Owned Expressions)
11. Spends approximately270 hours
per month on flights
Uses
Facetime to
chat with 20
month old
daughter
Touches down
most frequently
LGA | SFO |
LHR
Clickstream
analysis shows
brand
preferenceby
destination
Most often
searches
for
Zagat rated
restaurants
over 20
Search Prism in Action
16. Why owning your content is important
SERP(s)
Native Site(s)
Social Platform(s)
49
61
k
k
Avg. Monthly Searches
Avg. Monthly Searches
BRAND TERMS
- Philips electric toothbrush
- Best Philips electric toothbrush
- Philips Sonicare
- Philips Sonicare toothbrush
- Electric toothbrush
- Best toothbrush
- Best electric toothbrush
- Best cheap electric toothbrush
NON-BRAND TERMS
Source: Comscore 2014
21. Why Social Search Matters in the Long Run
Source: Experian Hitwise: Referring site traffic from social platform (not individual brand pages)
0%
5%
10%
15%
Facebook
Referrals
Google+
Referrals
Pinterest
Referrals
Twitter
Referrals
YouTube
Referrals
Facebook
Referrals
Google+
Referrals
Pinterest
Referrals
Twitter
Referrals
YouTube
Referrals
September October
Referring click traffic (of total site clicks) to each site from the respective social platform
Kohl's JCP Macy's Nordstrom Target
Nordstrom driving ~12-15 of total site traffic from Social Platforms
22. Searches for store
increase by 33%
Average online
sale $45
Find her where
she’s active
Fall campaign ads drive 9
million impressions
Women
aged 19-29
value price
over brand
Number of people
currently in store
1,209 active SKUs on display
Location: Traverse City, MI
Next nearest location 13.6 milColumbus Day is in two days
Schools may have day off
Recent searches
Coupon website
Leather jacket customer review
Top fall trends for 2014
What you can do about it
23. Community
Management
Brand
Identity
UGC/
Reviews
How frequently should I be posting and
responding? How do I deal with crisis if
something goes wrong?
Is my brand identity consistent across all our
social content on the web?
What content exists about my brand and what customer needs are we
meeting?
SERP
Optimization
Website
Integration
Social
Presence
Paid
Media
What types of social results are
appearing on Google, Bing?
Does our website empower / allow
users to share content?
Does my brand have a presence
on all of the relevant platforms?
Are our feeds, links, and reviews
appearing to prospective customers?
Content
Creation
What content / feedback is being
created on behalf of my brand?
Social
Signals
ROI /
Evaluation
Network
Analysis
How do insights apply across channels and
departments? How do we amplify?
What actions are we tracking and what
is the ROI of social?
How do we use social data for
modeling behavior / action?
What are our social signals and how do I
activate/increase them?
Channel
Strategy
24. 24
SITE
SERP
OPTIMIZATION
WEBSITE
INTEGRATION
SOCIAL
PRESENCE
PAID
MEDIA
Content Tagging & Optimization: text, images, videos, blogs, microblog, podcasting, review & ratings, social networking
Local visibility: Google+ Local / Map Pack / Facebook Nearby
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships, Brand Affiliations, Offers / Exclusives
Peer trust, reviews, recommendations, suggestions, community, popularity
Customer service experience, Accessibility (device screen)
Cross-device usability / Responsive design
Micro-Formating (Schema.org)
Accessibility (app store links, device, cross- screen)
Convenience (store locations nearby and inventory)
Affordability (quality and price)
Links to owned social channels & competitors :Facebook, Twitter, YouTube, Google+, Tumblr, Instagram, Pinterest…
Social Plug-ins for share-ability Open Graph (social sign-in)
About Section Information: NAP (name, address, phone number). Website URL, Links to other social channels, Locations
Popularity, Tweets, Followers, Following, Likes, +1, pins…
Sponsored Stories / Reviews
& Ratings
Targeting / Re-Targeting
Popularity, Tweets, Followers,
Following, Likes, +1, pins…
Relevancy – Hyper Targeting / Re-
Targeting
Exclusive / Offers
Reviews & Ratings
25. 25
CONTENT
CREATION
BRAND
IDENTITY
UGC /
REVIEWS
COMMUNITY
MANAGEMENT
Content quality, quantity & type:
text, images, videos, blogs,
microblog, review & ratings
Tagging / Tittle / Description
Topic Keyword / Relevancy
Page specific engagement (clicks,
likes, shares, tweets, pins, +1)
Check-ins (location check-ins)
Inbound / Outbound Linking (Twitter)
Frequency / Relevancy
Customer service relationship
-
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships
Content Quality, quantity, & type : text, images, videos, blogs, microblog, podcasting, Peer trust,
Reviews, recommendations, Authenticity, offers / exclusive content
Mobile access/convenience – Social Log in
On-Site Reviews – frequency,
relevancy, rankings
Link-Building (organic
outreach)
Referrals
Content posting frequency from/by community manager and peers
RE’s: Re-sharing, content + links
Multicultural / Language Selection
Joining / community /membership
26. 26
SOCIAL
SIGNALS
ROI
EVALUATION
NETWORK
ANALYSIS
CHANNEL
STRATEGY
Uploading / Sharing photos/videos
Live streaming of social feeds
Creating and sharing reviews: Post-purchase review, Post-purchase sharing
Social referrals
Testimonials
Content / Participation Audit
Social / SERP Audit
Conversion Optimization, –buy, click, submit
Cross-Channel Attribution Modeling
KPI Identification / Influence
Tagging/hashtag/@mentions
Look-a-likes
Recommendations / Connections
Click-Stream Analysis
Budget / Flighting
Prioritization / Platforms
Paid Ads (site links, beta testing, social listing influence, ad copy, keywords, campaigns)
Paid social ads (performance media, media buying based on reach)
Keyword Trending - to influence
Social CTR and SERP ranking
Re:s- clicks, likes, shares, tweets,
pins, +1
Link Building (social organic
outreach)
Open Graph Application /
Customization
R&D / Feedback / LoyaltyDownloading content
On-site search
Social Listening /Brand Monitoring
Dynamic Personas
Influencer Mapping
Media / Platform Ranking
Network Modeling
27. Top 3 takeaways from the Social Search Prism
THANK
YOU
Social is ever-evolving, so fluid (and collective) intelligence around
measurement, KPIs and cross-department alignment become critical.
Modeling the attribution of social assets (outside of social platforms)
can be the “missing link” to proving social ROI.
Social Signal audits can be performed to identify key channels, missed
opportunities, competitive positioning, and engagement gaps.
Jon Wegman
SVP, Comms Planning
+1 404-293-8669
jon.wegman@performics.com
How do we identify / measure our social footprint?
What is brand / user-generated context influencing?
What are the performance effects of our social presence?
Editor's Notes
As Social, Mobile and Search grow over the next couple years, it’s important that we think about the content, the signals, the information and the behavior that will be impacting each other. Each of these is intertwined and can’t be viewed as a stand alone channel or else your marketing will be severly fragmented.
At it’s core, search and social have grown up very much alike. Both with algorithms of some sort that evolve over time – helping the engines to better connect the right people with the right content at the right time. What we’ve seen in recent years is that specific algorithms of Google Search – play favorites and prioritize brand content and behaviors that are occurring originally in traditional social platforms.
Here’s a view from the Marketer’s perspective. Things that we think about are not just specific to independent platforms (like Search or Social) – but rather the interplay of them.
For example: Everything from WHERE are you present in social to HOW MUCH are you spending in PAID MEDIA to HOW is social integrated into ecommerce – all of these things are impacting the integration of how and when social and search are playing together.
Here’s a view from the Marketer’s perspective. Things that we think about are not just specific to independent platforms (like Search or Social) – but rather the interplay of them.
For example: Everything from WHERE are you present in social to HOW MUCH are you spending in PAID MEDIA to HOW is social integrated into ecommerce – all of these things are impacting the integration of how and when social and search are playing together.
Where can I find your brand? How easy is it to filter results and look for information? Are you optimized and integrated for social? What platforms are you active on?
How are you excelling participation and performance in the digital space? How is the network reacting? What type of content & experiences drive customers to engage?
What are you doing to ensure continued word of mouth? What does success look like? How are you tracking KPIs? What is your strategy for re-contact and amplification?