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MMI at SMX Advanced: SEO & Social Let's Dance!
Maggie Malek discusses an integrated approach to search and social media marketing. She outlines four key steps: 1) start with data from search and social listening; 2) create a content strategy with goals, channels and hero/hub/hygiene content types; 3) ignite conversations by hiring brand ambassadors and assigning dedicated teams; and 4) experiment, measure results and repeat the process. The overall approach emphasizes using data to inform content that builds relationships and conversations on social media.
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MMI at SMX Advanced: SEO & Social Let's Dance!
- 1. #SMX #13C @MagsMac Head+ Heart Integrating Search and Social to Reach Your Consumer
- 2. #SMX #13C @MagsMac Startedwith GeoCities Sports marketing Traditional PR now? Social media + experience junkie Maggie Malek Head of PR and Social
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- 4. #SMX #13C @MagsMac onceupon a time… Search Social
- 5. #SMX #13C @MagsMac thenew consumer landscape
- 6. #SMX #13C @MagsMac •Written content is now graphic content. • Social traffic is not guaranteed. • Social engagement is a different ball game. • Brands have to pay to play. four years of BIG change…
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- 11. #SMX #13C @MagsMac searchsocial winning content our approach head heart
- 12. #SMX #13C @MagsMac it’sa closed loop
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- 14. #SMX #13C @MagsMac Steps 1.Start with data. 2. Create a content strategy. 3. Ignite conversations and amplify. 4. Experiment, measure, repeat! steps
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- 18. #SMX #13C @MagsMac •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.
- 19. #SMX #13C @MagsMac ButGoogle isn’t the only place people are searching. • Facebook Open Graph • YouTube organic search • Amazon products and reviews • Twitter search • Instagram hashtags • And the list goes on.
- 20. #SMX #13C @MagsMac Usesocial listening tools to identify key conversation topics. Facebook Account Connecter Facebook API Connecter Facebook Account List Facebook Insights Query Facebook Select Post Facebook List Comments Facebook List Posts Connect to API Connect to Account List Accounts Get Insights Select a Post List Accounts Get Comments
- 21. #SMX #13C @MagsMac •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.
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- 23. #SMX #13C @MagsMac Successlooks different for every brand. What metrics will you be looking at?
- 24. #SMX #13C @MagsMac Awarenessmetrics metrics for awareness vs. conversion • Reach/impressions • Engagement • Mentions • Clicks/CTR • Site traffic • Brand awareness • Sentiment Conversion metrics • Leads • Checkouts • Conversion rate • Average order value • Cart abandonment rate • Customer retention rate • Customer LTV
- 25. #SMX #13C @MagsMac pickyour channels.
- 26. #SMX #13C @MagsMac youneed 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
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- 30. #SMX #13C @MagsMac Assigna dedicatedteam.
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- 32. #SMX #13C @MagsMac Identifycollaborators on each team. Establish a cadence to data share. including data review
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- 34. #SMX #13C @MagsMac Haveyour tools ready to go. Haveyourtools readytogo.
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- 39. #SMX #13C @MagsMac andREMEMBER!
- 40. #SMX #13C @MagsMac Highorganic reach = amplify Heavy website traffic = amplify Key cultural moment = amplify look for opportunities to amplify
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- 42. #SMX #13C @MagsMac •Knowyourbrandvoice. • Chartyourcoursewithdata,butletyourheartleadtheway. • Rallyaroundcontentthatrepresentswhoyouare. • Developarelationshiponsocialmediathatallowsyoutoglean evenMOREdatafromyourconsumerstopersonalizetheirexperience. • Convertsocialsensationsintocontentopportunities. takeaways
- 43. #SMX #13C @MagsMac SEEYOU AT THE NEXT #SMX THANK YOU!
Editor's Notes
- #12 We understand your consumer because we ARE your consumer We are brand storytellers. We are digital natives. We take detours based on what we learn from our performance. We move. And in doing so, we are extremely adept at inspiring consumers to move with us. Whats the story. How to tell the story. Where do we tell the story. Insights - MMI lives in the middle of it all Search, Social, Paid Media Add J&J into logo slide