Download - Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch By Maggie Malek
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#SMX @MagsMacMaggie Malek, Head of Social at MMI Agency
Paid Search & Social: The Ultimate Knock-Out Punch
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#SMX @MagsMac
• Started on GeoCities...• Majored in ”Traditional” PR• Fell in love with social
now? It’s all about creating experiences.
Maggie Malek Head of PR & Social
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#SMX @MagsMac
• 300 tickets. • 30 days. • One tiny
budget.
Paid search + Social… Before it was cool
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#SMX @MagsMac
We know it drives ad efficiency
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#SMX @MagsMac
We know Search + Social drives ad efficiency.
So that is NOT what I am going to talk about today.
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#SMX @MagsMac
People > Efficiency
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#SMX @MagsMac
Once upon a time…
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#SMX @MagsMac
Today’s consumer landscape
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#SMX @MagsMac
Old ways won’t open new doors.
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#SMX @MagsMac
It’s time to change the conversation.
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#SMX @MagsMac
data scientistsmathematici
ansanalytics experts dream
ers
Doers
storytellers
influencers
innovators
rebels
thinkers
creators
leaders
pioneers
makers
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#SMX @MagsMac
To break through the noise, to ultimately change hearts and minds, brands must design for experiences from the outset.
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#SMX @MagsMac
So why can’twe figure it out?
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#SMX @MagsMac
Two main roadblocks: Staffing + Data
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#SMX @MagsMac
Let’s start with staffing…
• Brand + Agency collaboration• Brand + Agency + Agency
collaboration• Brand + One Agency Team of
Generalists• Brand + Agency + Agency + Data
Management
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#SMX @MagsMac
Plan for unbridled success!
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#SMX @MagsMac
• Increase visibility to key new audiences
• Utilize existing customers’ networks to build awareness through social endorsement
• Educate on service offerings
• Drive website traffic and new consumers into the sales funnel
• Improve search engine optimization (SEO) to enhance searchability
• Improve brand perception in consideration set
• Capture direct customer feedback and market insights
• Resolve customer service issues efficiently
• Build brand trust and customer loyalty
Awareness Consideration Preference Purchase
Design campaigns based on intention first
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#SMX @MagsMac
Potential KPIs
• 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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#SMX @MagsMac
RULE OF THUMB:The more you expect a user to do…The more you will pay.
Paid Social
Brand
Organic Social
Paid Search
Organic Search
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#SMX @MagsMac
Ideal timeline01
Agency/Partner Kick off
02
Analytics Access
03
04
Brand Review & Approval
05
Final All-Agency Alignment
06
Launch & Optimization
Agencies CreateStrategies
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#SMX @MagsMac
Teams to involve
Paid Social
Brand
Organic Social
Paid Search
Organic Search
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#SMX @MagsMac
Kick off: Brand provides
Inputs requiredBusiness ObjectivesCustomer Data & InsightsMarketing ObjectivesSpecific Campaign ObjectivesAvailable Competitor Data
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#SMX @MagsMac
Kick-off: Search and Social TeamsSEARCH TEAM PROVIDESSearch Query Reporting on existing Paid SearchOrganic search traffic reportsWebsite demographic informationPaid Search Demo & Geo informationHistorical conversion dataDevice info (mobile vs desktop)Time of day Any existing search KPIsTop performing ad copy clicks or by CTRSeasonality trendsWebsite content editorial calendar
SOCIAL TEAM PROVIDESDemographic data by platformHistorical social ad conversion reportingCreative successesDemographic breakdown by campaignSocial sentiment data by platformAny online share of voice dataSocial media editorial calendarOrganic Social KPIs
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#SMX @MagsMac
Team Structure + Data Structure should depend on
the final strategy
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#SMX @MagsMac
Build a dynamic team based on brand needs
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#SMX @MagsMac
It can be large or small, depending on your size
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#SMX @MagsMac
Keep a holistic view of performanceSEARCH 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)
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#SMX @MagsMac
In a perfect world, data is aggregated
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#SMX @MagsMac
Or, you have to become a spreadsheet ninja
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#SMX @MagsMac
Back to designing for experience.
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#SMX @MagsMac
How do we do it?
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#SMX @MagsMac
Steps
1. Discovery & Strategy2. Campaign Creation3. Team & Campaign Structure4. Data sharing and optimization
Steps
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#SMX @MagsMac
Steps
Goals:1. Reach new audiences2. Drive tickets sales3. Increase on-site revenue
Example Case Study: Shell Houston Open
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#SMX @MagsMac
step 1: Discovery & Strategy
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#SMX @MagsMac
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
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#SMX @MagsMac
Overall Search Behavior
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#SMX @MagsMac
Other data to (PLEASE) consider.
• Customer survey data• Focus groups• Media consumption • 121 Interviews with stakeholders • Sales data• Overall SOV analysis
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#SMX @MagsMac
Finalize your personas
Shell Houston Open Target Personas:
Families Avid Golf Fans
Millennials
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#SMX @MagsMac
step 2: Campaign Creation
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#SMX @MagsMac
Finalize what you are going to sayLet the head lead the way.
And let the heart provide context.• Who is your consumer? • Understand your their objective.• Design campaigns for intention.
• What questions are consumers asking?• What trends are you seeing?• What was MISSING from the data?
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#SMX @MagsMac
Our final Shell Houston Open campaignTarget: Millennials• Initial Keywords & Topics for testing: Charity, Houston,
Giving, Golf, Tickets, NCAA Final Four, top 10 PGA TOUR golfers
• Platforms:
Native content
Digital media
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#SMX @MagsMac
268
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#SMX @MagsMac
step 3: Team & Campaign Structure
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#SMX @MagsMac
search social
Our teams are ALWAYS a hybrid…
head heart
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#SMX @MagsMac
Campaign Set Up: Stay Consistent
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#SMX @MagsMac
Use separate campaigns for:
Use objectives or groups for:• Audiences• More specific budget allocation• Months: For campaigns that span several• Promoted Posts/Pins/Tweets to ensure they get budget
• Objectives• Marketing Campaigns• Within evergreen campaigns: Campaign type or Timing• IO Numbers or Budget Buckets
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#SMX @MagsMac
step 4: Data Sharing & Optimization
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#SMX @MagsMac
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?
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#SMX @MagsMac
Reserve budget for keycultural moments!
Budget
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#SMX @MagsMac
SUCCESS!!!!
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#SMX @MagsMac
Optimize to create a better brand experience. THAT is how you will meet your objectives.
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#SMX @MagsMac
Fail fast. Fail forward.
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#SMX @MagsMac
• Chart your course with data, but let your heart lead the way
• Design campaigns based on intention first• Keep a holistic view of performance• Keep one brand voice across all media; owned, earned
and paid• Be agile and flexible with media and budgets
takeaways
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#SMX @MagsMacLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX