Kenshoo Intersections - San Francisco - Search + Social
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Presentation used during the Kenshoo Intersections event held in San Francisco
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Kenshoo Intersections - San Francisco - Search + Social
- 1. A C T I V A T I N G S E A R C H & S O C I A L S Y N E R G Y #KenshooIntersections
- 2. – 2 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Welcome Brand Partners
- 3. – 3 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Your Key Challenges
- 4. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 4 – #KenshooIntersections What is your role? Search Social Search + Social All Things Digital A B C D POLL
- 5. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 5 – #KenshooIntersections Agenda • Cross-Channel Marketing • Push and Pull • Why Start with Search and Social? • Similarities and Differences • Getting Started • Search and Social Activation • Leverage Success Across Channels • Reach the Audiences that Matter Most • Gain a Holistic View
- 6. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 6 – #KenshooIntersections syn • er • gy Noun The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.
- 7. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 7 – #KenshooIntersections 1 + 1 =3
- 8. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 8 – #KenshooIntersections The Importance of Cross-Channel Marketing
- 9. – 9 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Alterian "Engaging Times Summit" www.emarketer.com August 2010
- 10. – 10 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: A Forrester Consulting Thought Leadership Paper Commissioned By ExactTarget The Key To Successful Cross-Channel Marketing Sophisticated Cross-Channel Marketers Show Us That Technology Matters Most October 2012
- 11. – 11 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Zeta Interactive, June 2010
- 12. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 12 – #KenshooIntersections Which of these challenges to cross-channel operationalization worries you most? Organizational Structure Technology Barriers Partner Complexity Cross-Channel Expertise A B C D POLL
- 13. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 13 – #KenshooIntersections The Strong Relationship of Push and Pull Marketing
- 14. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 14 – #KenshooIntersections Push Marketing Shown to people as they passively consume web content and engage with other digital assets. Pull Marketing Coupled to content that people actively request, such as search engine results, location listings, etc.
- 15. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 15 – #KenshooIntersections Strike the Right Balance (at Scale) • It’s not Push or Pull, but rather Push and Pull • Must be done at scale, but with individual consumers in mind • Cross-channel marketing can deliver powerful Push and Pull when used correctly
- 16. – 16 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections A Real Consumer Path: Search and Social Source: Kenshoo retail client, June 2013
- 17. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 17 – #KenshooIntersections 3 Reasons Why Search and Social Should be the Next Channels you Integrate
- 18. – 18 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections 42% of Time Online is Search and Social Source: Go-Gulf.com, February 2012
- 19. – 19 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Customers Trust Search and Social Source: eMarketer, November 2013
- 20. – 20 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections More than Half of Digital Ad Budgets Source: eMarketer, December 2013 70%of all Kenshoo clients allocate more than half of their digital marketing budget to search + social
- 21. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 21 – #KenshooIntersections What percentage of your digital marketing spend is Search and Social? Less than 10% 11% – 25% 26% – 49% Over 50% A B C D POLL
- 22. – 22 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Source: Kenshoo Search and Social Snapshott, Q1 2014
- 23. – 23 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Impact of Social on Search “Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.” The study also showed a 50 percent click- through-rate (CTR) increase in paid search when consumers were exposed to influenced social media and paid search.
- 24. – 24 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Bottom Line Results Source: Kenshoo, November 2013
- 25. – 25 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections There’s a Floor and a Ceiling
- 26. – 26 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Give Credit Where It’s Due
- 27. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 27 – #KenshooIntersections Better Together
- 28. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 28 – #KenshooIntersections Getting Started
- 29. – 29 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Rally Internal Stakeholders • Find the cross-channel champions • Start seeding the idea • Set long term goals with short term objectives • Clearly demonstrate the upside of doing it as well as downsides of not doing it
- 30. – 30 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Prove the Concept • Find what resonates with the team build upon those insights • Figure out how to solve pain points using cross-channel initiatives • Show how competitors are advancing • Use short term wins to “put points on the board”
- 31. – 31 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Seek Tech Solutions With External Partners • Put cross-channel needs at the top of every current technology partner conversation § What’s already in place that you can leverage? § What’s on the roadmap? • Place more value on cross-channel functionality with new technology evaluations
- 32. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 32 – #KenshooIntersections Search and Social Activation
- 33. – 33 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections When Search Meets Social
- 34. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 34 – #KenshooIntersections Leverage Success Across Channels
- 35. 35 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Deploy Insights and Assets Across Channels Facebook Ads FBX Ads Search Text Ad PLA Ad Inventory Feed XML Web Visit Automate & Optimize Twitter Ads
- 36. – 36 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Demand-Driven Campaigns
- 37. – 37 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post Kenshoo comparison): Results from Demand-Driven Campaigns (DDC) for Leading Retailer vs. non-DDC benchmarks
- 38. 38 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Cross-channel is not… SEARCH SOCIAL Having two products operating in silos Or forcing social to fit a search strategy
- 39. 39 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Cross-channel is… Leveraging success across channels Reaching targeted audiences beyond search Optimizing for true value of all interactions Gaining a holistic view of search & social
- 40. 40 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo can help… Save time and improve performance Increase ROI with better targeting Improve ROI through holistic optimization Analyze search & social data
- 41. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 41 – #KenshooIntersections Reach the Audiences that Matter Most
- 42. 42 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Target people, not just keywords or interests
- 43. 43 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo Audience Creation Solutions Spend marketing budget more efficiently by leveraging cross-channel insights and intelligence to reach consumers most likely to convert DMP INTEGRATIONS X+1, BlueKai, Turn, AK/Neustar and more INTENT-DRIVEN FBX Facebook Exchange RLSA SUPPORT Google INTENT-DRIVEN AUDIENCES Facebook AUDIENCE REACH ENGINE Facebook
- 44. 44 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Use Search Data to Retarget on Social Facebook Exchange (FBX)
- 45. – 45 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Search Retargeting Ads partner tells social media site that user can be added to that product's audience. The same user sees a promotion in their social media feed. A user reaches a website through a search term.
- 46. 46 © 2014 Kenshoo, Inc. Confidential and Proprietary Information How Much is an Individual Customer Worth in Retail?
- 47. 47 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Signals Act as Proxy for Consumer Value Search ad click for “tennis racket” View several product pages Exit site Visit Facebook Visit Shopping Cart PLA Click
- 48. 48 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Kenshoo Adds Search Data Exit site Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 Visit Facebook Visit Shopping Cart View several product pages PLA Click
- 49. 49 © 2014 Kenshoo, Inc. Confidential and Proprietary Information How Much is an Individual Customer Worth? $1.75 CPM Visit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages
- 50. 50 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Which Ad Should You Show? Visit Facebook Visit Shopping Cart PLA Click Conv Rate: 3.7% Bid: $2.76 Avg Order Value: $55 Exit site Search ad click for “tennis racket” Conv Rate: 1.3% Bid: $1.34 Avg Order Value: $23 View several product pages
- 51. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 51 – #KenshooIntersections Using Dynamic Creative on Facebook Exchange Source: Kenshoo
- 52. 52 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Building Audiences From Search Intent Intent-Driven Audiences (IDA)
- 53. 53 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Facebook Innovation Award 2014 – Intent Driven Audiences
- 54. 54 © 2014 Kenshoo, Inc. Confidential and Proprietary Information IDA: How it Works Consumers Search Cookies MatchedClick on Ads Heels Sneakers Boots
- 55. 55 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Audiences Built Based on Search Intent Sneakers Heels Boots Custom Audiences Demographics Interests Behaviors Retargeting segments Refine
- 56. 56 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Audiences Expanded via Lookalikes Lookalike Audiences Sneakers Lookalikes Demographics Interests Behaviors Sneakers Custom Audience (people searching for sneakers) New Segment Refine
- 57. 57 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Total Addressable Audience on Facebook Facebook Native Targeting What people did on Facebook Online Behavioral Targeting What people did on other sites and apps WCA FBX What people did on your site and apps IDA What people did on search engines Why It’s Great: Kenshoo IDA Works Alongside other Facebook Targeting Options Intent Signal = Highest Intent Signal = High Intent Signal = Medium Intent Signal = Lowest
- 58. 58 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Intent-Driven Audiences (IDA) Case Study
- 59. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 59 – #KenshooIntersections Optimize for True Value of All Interactions
- 60. 60 © 2014 Kenshoo, Inc. Confidential and Proprietary Information A Tale of Conversion…. The Goal Hmm…. Oh really? Tres cool.
- 61. 61 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Our Conversion Path Did you forget?
- 62. 62 © 2014 Kenshoo, Inc. Confidential and Proprietary Information ? Who Gets the Credit?
- 63. – 63 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections The Bottom Line ANA LYZE INTERA CTIONS UND ERSTAND MARGI N ALVALUE VALU E ASSI G N TRUE VALUE BID TO RULES
- 64. – 64 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Kenshoo SmartPath: Going from Maze to Model Cheap DVD Players Great Prices electronics.com Keyword 3Keyword 1 Top DVD Players Great Prices electronics.com Best DVD Players Great Prices electronics.com Keyword 2 Research/Awareness 40% Consideration 10% 12% Intent to Purchase/Convert 38% Cheap DVD Players Shop now at Electronics.com
- 65. – 65 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Attribution in Real-time vs. Post-Game Vs.
- 66. 66 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Most attribution solutions spit out reports, not actions PROBLEM NOW WHAT?
- 67. 67 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Making Data Signals Actionable Everyone Else Automated Model Generation Daily Model Updates Immediate Impact on Optimization Simplified Budgeting Reports Your Data Reports Action
- 68. 68 © 2014 Kenshoo, Inc. Confidential and Proprietary Information SmartPath Increased Revenue by 27% 6 weeks 17% ROI 9% Spend 27% Revenue
- 69. 69 © 2014 Kenshoo, Inc. Confidential and Proprietary Information
- 70. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 70 – #KenshooIntersections We’re Here for You…
- 71. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 71 – #KenshooIntersections Kenshoo: “The Only Leader” The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester Wave™: Bid Management, Q4 '12 Forrester Wave™: Social Ad Platforms, Q4 '13 SEARCH SOCIAL
- 72. 72 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Focus on the strategic by automating the routine Make better investment decisions Go beyond measurement to insights and action Leverage success in one channel to optimize another Elevate digital marketing as the most strategic capability within your organization 1 2 3 4
- 73. – 73 – © 2014 Kenshoo, Inc. Confidential and Proprietary Information #KenshooIntersections Your Search and Social Guide Kenshoo.com/Search-and-Social-Guide
- 74. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 74 – #KenshooIntersections Stay on Course Kenshoo.com/Intersections Updated regularly with new content
- 75. © 2014 Kenshoo, Inc. Confidential and Proprietary Information – 75 – #KenshooIntersections Thank you! Doug.Chavez@Kenshoo.com