MMI's Head of Public Relations and Social Media Maggie Malek shares insight on the connection between search, social and content at PubCon 2016 in Las Vegas.

1. #pubcon
Head + Heart
Integrating Search & Social to
Create Winning Content
Maggie Malek, Head of Social at MMI Agency
@MagsMac | @MMIAgency |

2. #pubcon
• Started with GeoCities
• Sports marketing
• Traditional PR
• now?
Social media + experience
junkie
Maggie Malek
Head of PR and Social
@MagsMac | @MMIAgency |

3. #pubcon
Consumers have a natural ad block.
@MagsMac | @MMIAgency |
Team structure
+ communication
is my JAM...

4. #pubcon
Consumers have a natural ad block.
@MagsMac | @MMIAgency |

5. #pubcon
Once upon a time…
Search Social
@MagsMac | @MMIAgency |

6. #pubcon
The new consumer landscape
@MagsMac | @MMIAgency |

7. #pubcon
To break through, brands have to
stop shouting and start listening.
@MagsMac | @MMIAgency |

8. #pubcon
Winning brands will
ignite authentic conversations.
@MagsMac | @MMIAgency |

9. #pubcon
Conversations that ultimately change
consumers’ hearts and minds.
@MagsMac | @MMIAgency |

10. #pubcon
Identify (or create) moments that matter.
@MagsMac | @MMIAgency |

11. #pubcon
Design content that inspires THIS.
@MagsMac | @MMIAgency |

12. #pubcon
search social
winning
content
Our approach
head heart
@MagsMac | @MMIAgency |

13. #pubcon
It’s a closed loop
@MagsMac | @MMIAgency |

14. #pubcon
”Secret” sauce =
flexibility + willingness
to fail.
@MagsMac | @MMIAgency |

15. #pubcon
Steps
1. Start with data.
2. Create a content strategy.
3. Don’t forget relevance and context!
4. Ignite conversations and amplify.
5. Experiment, measure, repeat!
Steps
@MagsMac | @MMIAgency |

16. #pubcon
Let’s put the
brakes on here.
@MagsMac | @MMIAgency |

17. #pubcon@MagsMac | @MMIAgency |

18. #pubcon
step 1: Start with data.
@MagsMac | @MMIAgency |

19. #pubcon
Ideal timeline
01
Agency/Partner
Kick off
02
Analytics
Access
03
04
Brand Review &
Approval
05
Final All-Agency
Alignment
06
Launch &
Optimization
Agencies Create
Strategies
@MagsMac | @MMIAgency |

20. #pubcon
Kick off: Brand provides
Inputs required
Business Objectives
Customer Data & Insights
Marketing Objectives
Specific Campaign Objectives
Available Competitor Data
@MagsMac | @MMIAgency |

21. #pubcon
Steps
Discovery: Understanding Your Consumer
SEARCH ENGINE DATA SOCIAL DATA
Onsite behavior Types of engagements
Search interest Context of engagements
Demographics Conversation trends
Relevant keywords Interactions
Location Share of Voice
Device Time of day
@MagsMac | @MMIAgency |

22. #pubcon
• What are people searching for in
the privacy of their own Google
search box?
• What questions are they asking?
• What trends are you seeing?
Lead with the head.
@MagsMac | @MMIAgency |

23. #pubcon
Remember: But Google isn’t the only
place people are searching.
• Facebook Open Graph
• YouTube search
• Amazon products and reviews
• Twitter search
• Instagram hashtags
• And the list goes on.
@MagsMac | @MMIAgency |

24. #pubcon
• What are people saying about your
product to their friends?
• How are they interacting with your
competitors?
• What customer service issues are
they having?
• What type of content gets the most
engagement?
Let the heart provide context.
@MagsMac | @MMIAgency |

25. #pubcon
step 2: Create a content
strategy.
@MagsMac | @MMIAgency |

26. #pubcon
Plan for unbridled success.
@MagsMac | @MMIAgency |

27. #pubcon
Metrics for awareness vs conversion
• Reach
• Views
• Shares
• Likes/follows
• Clicks
• Coupon downloads
• Data sharing
• SOV studies
• Social listening
• Referrals
• Clicks
• Content views
• Engagement
• Likes & follows
• SOV studies
• Conversions
• Coupon
redemption
• Tracking tags
Awareness Consideration
Preferenc
e
Purchase
@MagsMac | @MMIAgency |

28. #pubcon
Pick your channels.
@MagsMac | @MMIAgency |

29. #pubcon
step 3: Relevance and
context!
@MagsMac | @MMIAgency |

30. #pubcon
You need three types of content.
• hero
Large-scale, tent-pole events or “go-
big” moments designed to raise broad
awareness
• hub
Regularly scheduled “push” content
designed for your prime prospect
• hygiene
Always-on “pull” content designed for
your core target
@MagsMac | @MMIAgency |

31. #pubcon
mmiagency.com/pubcon2016
Publication checklist
@MagsMac | @MMIAgency |

32. #pubcon
• Identify collaborators on each
team.
• Establish a cadence to data
share.
Including data review
@MagsMac | @MMIAgency |

33. #pubcon
Ongoing data sharing
SEARCH DATA SOCIAL DATA
Paid social team has read only/view
access to search data (Google Analytics,
Adobe/Omniture, AdWords, Bing, etc.)
Paid search team has access to Social
Analytics
Conversion or website actions are
established and tagged properly
Paid search team has access to any SOV
tools (BrandWatch, SproutSocial)
Ability to separate out paid and organic
social traffic (Requires social team to
user proper tags)
Links used in paid social ads are
properly tagged (By campaign, Organic
vs Paid tags)
@MagsMac | @MMIAgency |

34. #pubcon
Step 4: Ignite conversations and
amplify.
@MagsMac | @MMIAgency |

35. #pubcon
Assign a dedicated team.
@MagsMac | @MMIAgency |

36. #pubcon
Hire the most amazing writers as
brand ambassadors.
@MagsMac | @MMIAgency |

37. #pubcon
Know exactly who is responsible
for what.
@MagsMac | @MMIAgency |

38. #pubcon
Have your tools ready to go.
@MagsMac | @MMIAgency |

39. #pubcon
Always be ready to move.
@MagsMac | @MMIAgency |

40. #pubcon
• High organic reach = amplify
• Heavy website traffic = amplify
• Key cultural moment = amplify
Look for opportunities to amplify
@MagsMac | @MMIAgency |

41. #pubcon
step 5: Experiment, measure,
repeat!
@MagsMac | @MMIAgency |

42. #pubcon
Steps
Opportunities to A/B Test
Search Data Social Data
Socially driven keywords driving conversions? Is search driven copy driving engagement?
Are new keywords popping up? What time are people most engaged?
Which ad copy has highest engagement? Are people clicking through to your website?
Which social site links generate the most
traffic?
How does social traffic convert?
Has average session duration increased? What does social traffic do on your website?
Where is traffic coming from? Has your share of voice increased?
@MagsMac | @MMIAgency |

43. #pubcon
Assess your success
@MagsMac | @MMIAgency |

44. #pubcon@MagsMac | @MMIAgency |

45. #pubcon
And REMEMBER!
@MagsMac | @MMIAgency |

46. #pubcon
Fail fast. Fail forward.
@MagsMac | @MMIAgency |

47. #pubcon
• Know your brand voice.
• Chart your course with data, but let your heart lead
the way.
• Rally around content that represents who you are.
• Develop a relationship on social media that allows you
to glean
even MORE data from your consumers to personalize
their experience.
• Convert social sensations into content opportunities.
Takeaways
@MagsMac | @MMIAgency |