smx east 2016 | integrating search and social to reach your consumer

#SMX #13A @MagsMac

Head + HeartIntegrating Search and Social

to Reach Your Consumer

Maggie Malek, Head of Social at MMI Agency

#SMX #13A @MagsMac

Started with GeoCitiesSports marketingTraditional PR

now? Social media + experience junkie

Maggie Malek Head of PR and Social

#SMX #13A @MagsMac

Consumers have a natural ad block.

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Once upon a time…

Search

Social

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The new consumer landscape

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• 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…

#SMX #13A @MagsMac

To break through, brands have to stop shouting and start listening.

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Winning brands will ignite authentic conversations.

#SMX #13A @MagsMac

Conversations that ultimately change consumers’ hearts and minds.

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Identify (or create) moments that matter.

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search socialwinningcontent

Our approach

head heart

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It’s a closed loop

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”Secret” sauce = flexibility + willingness

to fail.

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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

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Let’s put the brakes on here.

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To break through. To matter. To ignite conversations… you must define your spirit.

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step 1: Start with data.

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• 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.

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Remember: But Google 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.

#SMX #13A @MagsMac

Use social listening tools toidentify 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

#SMX #13A @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.

#SMX #13A @MagsMac

step 2: Create a content strategy.

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Plan for unbridled success.

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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 Preference Purchase

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Pick your channels.

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step 3: Relevance and context!

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You need three types of content.

heroLarge-scale, tent-pole events or “go-big” moments designed to raise broad awarenesshubRegularly scheduled “push” content designed for your prime prospecthygieneAlways-on “pull” content designed for your core target

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Step 4: Ignite conversations and amplify.

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Assign a dedicated team.

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Hire the most amazing writers as brand ambassadors.

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Know exactly who is responsible for what.

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Identify collaborators on each team.Establish a cadence to data share.

Including data review

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mmiagency.com/smxeast

Publication checklist

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Have your tools ready to go.

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Always be ready to move.

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step 5: Experiment, measure, repeat!

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Assess your success

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#SMX #13A @MagsMac

And REMEMBER!

#SMX #13A @MagsMac

High organic reach = amplifyHeavy website traffic = amplify Key cultural moment = amplify

Look for opportunities to amplify

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Fail fast. Fail forward.

#SMX #13A @MagsMac

• 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

#SMX #13A @MagsMacSEE YOU AT THE NEXT #SMX

THANK YOU!