head and heart: integrating search and social to reach your customer by maggie malek
TRANSCRIPT
#SMX #24A @MagsMac
Head + Heart
Integrating Search and Social to Reach Your Consumer
#SMX #24A @MagsMac
SEARCHSEARCH
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Started with GeoCities... Sports marketing Traditional PR Now? Social media + Experience junkie
Maggie Malek, Head of PR & Social
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Once upon a time…
SEARCHSEARCH
Search Social
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• Written content is now graphic content • Social traffic is not guaranteed • Social engagement is a different ball game • Pay to play
Four Years of Change…
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Image + Bullets Sample Slide:
Click content icons to add images, charts, video, tables, etc… DELETE THIS SLIDE IF YOU DO NOT USE.
The New Consumer Landscape
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Consumers have a natural AdBlock.
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To break through, brands have to stop shouting start listening.
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Winning brands will learn how to ignite authentic conversations.
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That ultimately change consumers’ hearts and minds.
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How do you ignite authentic conversations? Find out what you consumers care about.
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Identify (or create) moments that matter.
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#SMX #24A @MagsMac
SEARCH SOCIALWINNINGCONTENT
Our approach
Head + Heart
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“Secret” sauce = Flexibility + willingness to fail
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It’s a closed loop
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Steps
1. Start with data 2. Create a content strategy 3. Ignite conversations, amplify 4. Experiment, measure, repeat!
Steps
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Step 1: Start with the head
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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?
Search data is honest
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Social data is real-time
• What are people saying about your product to their friends?
• How are they interacting with your competitors?
• What customer service issues are they having?
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Use social listening tools to identify key conversation topics
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Step 2: Create your strategy
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Let’s put the breaks on here.
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To break through. To matter. To ignite conversations... You must DEFINE YOUR SPIRIT.
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You need three types of content
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Plan for unbridled success!
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Success looks different for every brand.
What metrics will you
be looking at?
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Step 3: Ignite Conversations
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Hire the most amazing writers as brand ambassadors.
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Assign a dedicated team.
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Know exactly who is responsible for what.
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mmiagency.com/smx-‐west
Publication checklist
[email protected] | 713.929.6900 | mmiagency.com
Content Marketing QA & Distribution Form
Title: __________________________________________________________________________________________
Writer: _______________________ QA Date: ___________________ Publish Date: _____________________
Content Type: ___ Blog Post ___ How-To Guide ___ FAQ
___ News Post ___ Calendar Event ___ Tumblr Post
___ Team Member Spotlight ___ Coupon/Promotion ___ SEO Keyword Article
Blog Address: __________________________________________________________________________________
Keywords:
_________________________________________
_________________________________________
_________________________________________
_________________________________________
Video(s):
[ ] ____________________________________
_________________________________________
NOTES:
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
_________________________________________
Tags (if applicable):
_________________________________________
_________________________________________
_________________________________________
Word Count: _____
QA Person 1: _____________________
QA Person 2: _____________________
Final Approval: ____________________
OSCAR Content Syndication Process
Owned Sites
_______________________________________________
_______________________________________________
Social Media
[ ] Twitter ______ over _______ days/weeks/mos
[ ] Google +
[ ] Other
_______________________________________________
_______________________________________________
Community Commenting (Article
Comments/BBSs/QA Sites)
_______________________________________________
_______________________________________________
_______________________________________________
Article and Knowledge Sites (Internal or External)
_______________________________________________
_______________________________________________
Redistribution (Other brand sites to use this content)
_______________________________________________
_______________________________________________
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Have your tools ready to go.
Have your tools ready to go.
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#SMX #24A @MagsMac
Always be ready to move.
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High organic reach = amplify Heavy website traffic = amplify Key cultural moment = amplify
Look for opportunities to amplify
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Step 4: Review and refresh
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Assess your success
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Social media + content for awareness versus conversion
Awareness metrics Conversion metrics
Reach/Impressions Engagement
Mentions
Clicks/CTR
Site Traffic
Brand Awareness Sentiment
Leads Checkouts
Conversion Rate
Average Order Value
Cart Abandonment Rate
Customer Retention Rate Customer LTV
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Fail fast. Fail forward.
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• 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 consumer that allows
you to personalize their experience
• Convert social sensations into content opportunities
Takeaways
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SEE YOU AT THE NEXT #SMX
THANK YOU!