#SMX #13A @MagsMac

Head + Heart Integrating Search and Social

to Reach Your Consumer

Maggie Malek, Head of Social at MMI Agency

#SMX #13A @MagsMac

StartedwithGeoCitiesSportsmarketing

TraditionalPR

now?Socialmedia+experiencejunkie

MaggieMalekHeadofPRandSocial

#SMX #13A @MagsMac

Consumershaveanaturaladblock.

#SMX #13A @MagsMac

Onceuponatime…

Search Social

#SMX #13A @MagsMac

Thenewconsumerlandscape

#SMX #13A @MagsMac

•  Writtencontentisnowgraphiccontent.

•  Socialtrafficisnotguaranteed.

•  Socialengagementisadifferentballgame.

•  Brandshavetopaytoplay.

FouryearsofBIGchange…

#SMX #13A @MagsMac

Tobreakthrough,brandshavetostopshoutingandstartlistening.

#SMX #13A @MagsMac

Winningbrandswilligniteauthenticconversations.

#SMX #13A @MagsMac

Conversationsthatultimatelychangeconsumers’heartsandminds.

#SMX #13A @MagsMac

Identify(orcreate)momentsthatmatter.

#SMX #13A @MagsMac

search social winningcontent

Ourapproach

head heart

#SMX #13A @MagsMac

It’saclosedloop

#SMX #13A @MagsMac

”Secret”sauce=flexibility+willingness

tofail.

#SMX #13A @MagsMac

Steps

1.  Startwithdata.

2.  Createacontentstrategy.3.  Don’tforgetrelevanceandcontext!4.  Igniteconversationsandamplify.

5.  Experiment,measure,repeat!

Steps

#SMX #13A @MagsMac

Let’sputthebrakesonhere.

#SMX #13A @MagsMac

Tobreakthrough.Tomatter.Toigniteconversations…youmustdefineyourspirit.

#SMX #13A @MagsMac

step1:Startwithdata.

#SMX #13A @MagsMac

•  WhatarepeoplesearchingforintheprivacyoftheirownGooglesearchbox?

•  Whatquestionsaretheyasking?•  Whattrendsareyouseeing?

Leadwiththehead.

#SMX #13A @MagsMac

Remember:ButGoogleisn’ttheonlyplacepeoplearesearching.

•  FacebookOpenGraph•  YouTubeorganicsearch•  Amazonproductsandreviews•  Twittersearch•  Instagramhashtags•  Andthelistgoeson.

#SMX #13A @MagsMac

Usesociallisteningtoolstoidentifykeyconversationtopics.

FacebookAccountConnecter

FacebookAPIConnecter

FacebookAccountList

FacebookInsightsQuery

FacebookSelectPost

FacebookListComments

FacebookListPosts

ConnecttoAPI

ConnecttoAccount

ListAccounts

GetInsights

SelectaPost

ListAccounts

GetComments

#SMX #13A @MagsMac

•  Whatarepeoplesayingaboutyourproducttotheirfriends?

•  Howaretheyinteractingwithyourcompetitors?

•  Whatcustomerserviceissuesaretheyhaving?

•  Whattypeofcontentgetsthemostengagement?

Lettheheartprovidecontext.

#SMX #13A @MagsMac

step2:Createacontentstrategy.

#SMX #13A @MagsMac

Planforunbridledsuccess.

#SMX #13A @MagsMac

Metricsforawarenessvsconversion

•  Reach•  Views

•  Shares•  Likes/follows•  Clicks•  Coupondownloads•  Datasharing•  SOVstudies•  Sociallistening•  Referrals

•  Clicks•  Contentviews•  Engagement•  Likes&follows•  SOVstudies

•  Conversions•  Couponredemption•  Trackingtags

Awareness Consideration Preference Purchase

#SMX #13A @MagsMac

Awarenessmetrics

Metricsforawarenessvs.conversion

•  Reach/impressions•  Engagement•  Mentions•  Clicks/CTR•  Sitetraffic•  Brandawareness•  Sentiment

Conversionmetrics

•  Leads•  Checkouts•  Conversionrate•  Averageordervalue•  Cartabandonmentrate•  Customerretentionrate•  CustomerLTV

#SMX #13A @MagsMac

Pickyourchannels.

#SMX #13A @MagsMac

step3:Relevanceandcontext!

#SMX #13A @MagsMac

Youneedthreetypesofcontent.

heroLarge-scale,tent-poleeventsor“go-big”momentsdesignedtoraisebroadawareness

hubRegularlyscheduled“push”contentdesignedforyourprimeprospect

hygieneAlways-on“pull”contentdesignedforyourcoretarget

#SMX #13A @MagsMac

Step4:Igniteconversationsandamplify.

#SMX #13A @MagsMac

Assignadedicatedteam.

#SMX #13A @MagsMac

Hirethemostamazingwritersasbrandambassadors.

#SMX #13A @MagsMac

Knowexactlywhoisresponsibleforwhat.

#SMX #13A @MagsMac

Identifycollaboratorsoneachteam.

Establishacadencetodatashare.

Includingdatareview

#SMX #13A @MagsMac

mmiagency.com/smxeast

letstalk@mmiagency.com | 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

[ ] Facebook

[ ] Instagram

[ ] Pinterest

[ ] Google +

[ ] Other

_______________________________________________

_______________________________________________

Community Commenting (Article

Comments/BBSs/QA Sites)

_______________________________________________

_______________________________________________

_______________________________________________

Article and Knowledge Sites (Internal or External)

_______________________________________________

_______________________________________________

Redistribution (Other brand sites to use this content)

_______________________________________________

_______________________________________________

Publicationchecklist

#SMX #13A @MagsMac

Haveyourtoolsreadytogo.

#SMX #13A @MagsMac

Alwaysbereadytomove.

#SMX #13A @MagsMac

step5:Experiment,measure,repeat!

#SMX #13A @MagsMac

Assessyoursuccess

#SMX #13A @MagsMac

#SMX #13A @MagsMac

AndREMEMBER!

#SMX #13A @MagsMac

Highorganicreach=amplify

Heavywebsitetraffic=amplify

Keyculturalmoment=amplify

Lookforopportunitiestoamplify

#SMX #13A @MagsMac

Failfast.Failforward.

#SMX #13A @MagsMac

•  Knowyourbrandvoice.

•  Chartyourcoursewithdata,butletyourheartleadtheway.

•  Rallyaroundcontentthatrepresentswhoyouare.

•  DeveloparelationshiponsocialmediathatallowsyoutogleanevenMOREdatafromyourconsumerstopersonalizetheirexperience.

•  Convertsocialsensationsintocontentopportunities.

Takeaways

#SMX #13A @MagsMac

SEE YOU AT THE NEXT #SMX

THANK YOU!