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.
Google is updating all the time. All its updates have one goal, that is, to make the users search experience as enjoyable and rewarding as possible. In this presentation (which we did for SES London), we talk through a number of Google changes from the last year, and make some bold predictions for the future.
Trends in Search and what is the Future of Search?David Iwanow
In January and February 2016 I returned to Australia and presented at the SEO Meetups event in Brisbane, Sydney & Melbourne. The session touched on the topic of where we have come from over the last few years, what is happening in search now and what will the next few years bring us. The topic touched on SEO, Content Marketing, App Marketing, Internet of Things, Social Media and Virtual Reality.
Enrichir Ses Méthodes Avec des Processus Unifiés AgilesRomain Couturier
Les méthodes agiles mettent au placard de nombreuses méthodes de projet dont les défauts (lourdeur, incompréhension des attentes finales, manque de priorités) ont marqué de leur empreinte l\'échec ou le demi-succès des projets. Longtemps associé à cette image, le “Processus Unifié” s\'accorde pourtant avec le manifeste agile et complète les méthodes connues comme Scrum ou XP sur les moyens et gros projets. Cette session vous propose de parcourir d’autres interprétations et applications du “Processus Unifié” à travers ses différentes versions simplifiées et agiles : Agile Unified Process, Open UP et EssUP.
Google is updating all the time. All its updates have one goal, that is, to make the users search experience as enjoyable and rewarding as possible. In this presentation (which we did for SES London), we talk through a number of Google changes from the last year, and make some bold predictions for the future.
Trends in Search and what is the Future of Search?David Iwanow
In January and February 2016 I returned to Australia and presented at the SEO Meetups event in Brisbane, Sydney & Melbourne. The session touched on the topic of where we have come from over the last few years, what is happening in search now and what will the next few years bring us. The topic touched on SEO, Content Marketing, App Marketing, Internet of Things, Social Media and Virtual Reality.
Enrichir Ses Méthodes Avec des Processus Unifiés AgilesRomain Couturier
Les méthodes agiles mettent au placard de nombreuses méthodes de projet dont les défauts (lourdeur, incompréhension des attentes finales, manque de priorités) ont marqué de leur empreinte l\'échec ou le demi-succès des projets. Longtemps associé à cette image, le “Processus Unifié” s\'accorde pourtant avec le manifeste agile et complète les méthodes connues comme Scrum ou XP sur les moyens et gros projets. Cette session vous propose de parcourir d’autres interprétations et applications du “Processus Unifié” à travers ses différentes versions simplifiées et agiles : Agile Unified Process, Open UP et EssUP.
My slides from the final session of Day 2 at SES London 2014. Your PPC Masterplan: Putting It All Together.
It covers off looking for some of the gaps in existing activity and finding ways to make your PPC work smarter, particularly if you're on a small budget. Finally, it gives you ideas on ways to find activity that is likely to be incremental and takes you on the journey that we've been on, in trying to do our own analysis to determine whether or not our PPC activity was incremental.
Embrace the chaos of integrated search and content strategiesDave Freeman
In September 2013, Google moved completely to an encrypted search model, and the majority of keyword data evaporated. The biggest impact of this change is on the integration of paid, owned, and earned media.
Gain insight into the change and how to adapt your strategies in order to provide integration across channels.
Keyword Datamining & Research - SES London 2014Bastian Grimm
My talk at SES London 2014 covering processes, ideas and tools for keyword data mining, keyword research as well as keyword categorization for additional revenue opportunities.
Breathing New Life Into Your Email Marketing Campaign: SES London / Click ZPhilip Storey
At SES London, I talked about how marketers can leverage the potential of email marketing through case studies and examples of successful strategies.
If you want to see how Lyris can transform the performance of your email marketing strategy, drop me a message
Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLONAleyda Solís
In a multi-channel, multi-device and Not Provided age where can we go and how we can identify more revenue opportunity for our Search Marketing efforts? Take a look in this presentation!
Enterprise Content Optimization - Building-in and Managing SEO, Content Strat...Andrew Delamarter
Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key content and inbound marketing metrics. Presentation from SES San Francisco 2013 by Andrew Delamarter.
Topic: How can your digital content cater for all your customers?
* What assumptions are you making about your who your site visitors are? What data/evidence do you have to show to support it?
* Find out what your visitor/followers are after (stop guessing!)
* Recognise the cumulative benefit of the long-tail of interactions with different customers
* Take steps to get on top of your Digital Comms to-do list
* You'll never get everything, to everyone in every channel. It is OK to admit it. Break your activities down into blocks in your main channels- run them for a period, reassess, improve, branch out where necessary.
2014 Trends in Association Online MarketingEd Schipul
What's next for Association and Nonprofit Communication Technology? Join Ed Schipul, CEO of Tendenci, a Houston web marketing agency whose focus is Nonprofits and Associations, as he talks online marketing trends for 2014. Ed will discuss best practices and tools for making the most of trends in Mobile, Social Media, Search Engine Marketing, Content Strategy, Online Advertising, Membership Recruitment, Analytics, and more. He'll also share lots of real-world examples and benchmarks from Schipul's client base.
Nailing Twitter Analytics - There’s never been more tools available to understand what your followers want. Use them to give them what they want and what you want to share.
Smarter search drives value to your business. Delivering search that matches users to the right content is what you care about. But organizations often get stuck getting there. It turns out that you need quite a number of very different ingredients to deliver tremendous search. It can make your head spin! To help you think through where your team is on its road to smarter search, Pugh introduces the maturity model used by OpenSource Connections and walks you through a very concrete method to inventory needed skills and translate that into search roles for your team. He shows how to measure your capabilities in key areas of search to drive better ROI from search.
Content Measurement and Analytics (edUi Conference 2017)Rick Allen
We all want to create useful, usable content—and we want to deliver that content to the right users. But how do we know what works? And how do we use these insights to inform and adapt our content strategy?
Effective content measurement relies on clearly defined goals. What is the purpose of your website and web content? What actions do you want users to take? How do you define success for your web presence and related content?
Using analytics, we will relate content goals to relevant and meaningful metrics in order to quantitatively assess the quality of your web content and the efficacy of your content strategy—and make positive change.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
My slides from the final session of Day 2 at SES London 2014. Your PPC Masterplan: Putting It All Together.
It covers off looking for some of the gaps in existing activity and finding ways to make your PPC work smarter, particularly if you're on a small budget. Finally, it gives you ideas on ways to find activity that is likely to be incremental and takes you on the journey that we've been on, in trying to do our own analysis to determine whether or not our PPC activity was incremental.
Embrace the chaos of integrated search and content strategiesDave Freeman
In September 2013, Google moved completely to an encrypted search model, and the majority of keyword data evaporated. The biggest impact of this change is on the integration of paid, owned, and earned media.
Gain insight into the change and how to adapt your strategies in order to provide integration across channels.
Keyword Datamining & Research - SES London 2014Bastian Grimm
My talk at SES London 2014 covering processes, ideas and tools for keyword data mining, keyword research as well as keyword categorization for additional revenue opportunities.
Breathing New Life Into Your Email Marketing Campaign: SES London / Click ZPhilip Storey
At SES London, I talked about how marketers can leverage the potential of email marketing through case studies and examples of successful strategies.
If you want to see how Lyris can transform the performance of your email marketing strategy, drop me a message
Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLONAleyda Solís
In a multi-channel, multi-device and Not Provided age where can we go and how we can identify more revenue opportunity for our Search Marketing efforts? Take a look in this presentation!
Enterprise Content Optimization - Building-in and Managing SEO, Content Strat...Andrew Delamarter
Learn how to build-in and maintain SEO and Content Marketing into your large enterprise digital presence and workflows. Includes Content Strategy and Marketing checklists, SEO quality gates, and key content and inbound marketing metrics. Presentation from SES San Francisco 2013 by Andrew Delamarter.
Topic: How can your digital content cater for all your customers?
* What assumptions are you making about your who your site visitors are? What data/evidence do you have to show to support it?
* Find out what your visitor/followers are after (stop guessing!)
* Recognise the cumulative benefit of the long-tail of interactions with different customers
* Take steps to get on top of your Digital Comms to-do list
* You'll never get everything, to everyone in every channel. It is OK to admit it. Break your activities down into blocks in your main channels- run them for a period, reassess, improve, branch out where necessary.
2014 Trends in Association Online MarketingEd Schipul
What's next for Association and Nonprofit Communication Technology? Join Ed Schipul, CEO of Tendenci, a Houston web marketing agency whose focus is Nonprofits and Associations, as he talks online marketing trends for 2014. Ed will discuss best practices and tools for making the most of trends in Mobile, Social Media, Search Engine Marketing, Content Strategy, Online Advertising, Membership Recruitment, Analytics, and more. He'll also share lots of real-world examples and benchmarks from Schipul's client base.
Nailing Twitter Analytics - There’s never been more tools available to understand what your followers want. Use them to give them what they want and what you want to share.
Smarter search drives value to your business. Delivering search that matches users to the right content is what you care about. But organizations often get stuck getting there. It turns out that you need quite a number of very different ingredients to deliver tremendous search. It can make your head spin! To help you think through where your team is on its road to smarter search, Pugh introduces the maturity model used by OpenSource Connections and walks you through a very concrete method to inventory needed skills and translate that into search roles for your team. He shows how to measure your capabilities in key areas of search to drive better ROI from search.
Content Measurement and Analytics (edUi Conference 2017)Rick Allen
We all want to create useful, usable content—and we want to deliver that content to the right users. But how do we know what works? And how do we use these insights to inform and adapt our content strategy?
Effective content measurement relies on clearly defined goals. What is the purpose of your website and web content? What actions do you want users to take? How do you define success for your web presence and related content?
Using analytics, we will relate content goals to relevant and meaningful metrics in order to quantitatively assess the quality of your web content and the efficacy of your content strategy—and make positive change.
Similar to Foundations for Search and Social Strategies, SES London 2014 (20)
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
Foundations for Search and Social Strategies, SES London 2014
1. Founda'ons
for
Search
&
Social
Jonathan
Beeston
Director,
New
Product
Innova'on,
EMEA
Adobe
London
•
10–13
February
2014
•
#SESLON
@SESConf
2. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
About
me
@searchbeest
www.linkedin.com/in/jonathanbeeston
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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
you
can’t
control
5. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Search
ain’t
what
it
used
to
be
6. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
7. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
PLAs
expanding
further
@searchbeest
@AdobeAds
Source: Searchengineland
8. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
Even
over
brand
ads
8
@searchbeest
@AdobeAds
Source: @danbarker
9. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
Credit
cards
9
@searchbeest
@AdobeAds
10. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Credit
cards…
and
beyond
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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
is
Search
anyway?
12
13. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What’s
the
biggest
search
engine
in
Retail?
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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Paid
Owned
Earned
18. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Paid
Owned
Earned
19. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Paid
Owned
Earned
20. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
There’s
no
free
lunch
Image credit: http://www.flickr.com/photos/avlxyz/
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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
23. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
24. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Social
is
Mobile
25. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
76.8%
76.3%
of monthly active users (MAUs) that access on mobile
26. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
And they’re monetising the hell out of it…
@searchbeest
@AdobeAds
27. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
El
Clásico:
Google
&
Facebook
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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
you
can
control
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. 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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
is
Social
for
you?
Where
does
it
meet
Search?
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. 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. 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. 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. 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
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. 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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Now
what?
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. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Thanks
@searchbeest
www.linkedin.com/in/jonathanbeeston