head + heart: integrating search and social to reach your consumer by maggie malek
TRANSCRIPT
#SMX #13C @MagsMac
StartedwithGeoCitiesSportsmarketing
TraditionalPR
now?Socialmedia+experiencejunkie
MaggieMalekHeadofPRandSocial
#SMX #13C @MagsMac
• Writtencontentisnowgraphiccontent.
• Socialtrafficisnotguaranteed.
• Socialengagementisadifferentballgame.
• Brandshavetopaytoplay.
fouryearsofBIGchange…
#SMX #13C @MagsMac
Steps
1. Startwithdata.
2. Createacontentstrategy.3. Igniteconversationsandamplify.
4. Experiment,measure,repeat!
steps
#SMX #13C @MagsMac
• WhatarepeoplesearchingforintheprivacyoftheirownGooglesearchbox?
• Whatquestionsaretheyasking?• Whattrendsareyouseeing?
leadwiththehead.
#SMX #13C @MagsMac
ButGoogleisn’ttheonlyplacepeoplearesearching.
• FacebookOpenGraph• YouTubeorganicsearch• Amazonproductsandreviews• Twittersearch• Instagramhashtags• Andthelistgoeson.
#SMX #13C @MagsMac
Usesociallisteningtoolstoidentifykeyconversationtopics.
FacebookAccountConnecter
FacebookAPIConnecter
FacebookAccountList
FacebookInsightsQuery
FacebookSelectPost
FacebookListComments
FacebookListPosts
ConnecttoAPI
ConnecttoAccount
ListAccounts
GetInsights
SelectaPost
ListAccounts
GetComments
#SMX #13C @MagsMac
• Whatarepeoplesayingaboutyourproducttotheirfriends?
• Howaretheyinteractingwithyourcompetitors?• Whatcustomerserviceissuesaretheyhaving?• Whattypeofcontentgetsthemostengagement?
lettheheartprovidecontext.
#SMX #13C @MagsMac
Awarenessmetrics
metricsforawarenessvs.conversion
• Reach/impressions• Engagement• Mentions• Clicks/CTR• Sitetraffic• Brandawareness• Sentiment
Conversionmetrics
• Leads• Checkouts• Conversionrate• Averageordervalue• Cartabandonmentrate• Customerretentionrate• CustomerLTV
#SMX #13C @MagsMac
youneedthreetypesofcontent.
heroLarge-scale,tent-poleeventsor“go-big”momentsdesignedtoraisebroadawareness
hubRegularlyscheduled“push”contentdesignedforyourprimeprospect
hygieneAlways-on“pull”contentdesignedforyourcoretarget
#SMX #13C @MagsMac
Identifycollaboratorsoneachteam.
Establishacadencetodatashare.
includingdatareview
#SMX #13C @MagsMac
mmiagency.com/smxadvanced
[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)
_______________________________________________
_______________________________________________
publicationchecklist
#SMX #13C @MagsMac
Highorganicreach=amplify
Heavywebsitetraffic=amplify
Keyculturalmoment=amplify
lookforopportunitiestoamplify
#SMX #13C @MagsMac
• Knowyourbrandvoice.
• Chartyourcoursewithdata,butletyourheartleadtheway.
• Rallyaroundcontentthatrepresentswhoyouare.
• DeveloparelationshiponsocialmediathatallowsyoutogleanevenMOREdatafromyourconsumerstopersonalizetheirexperience.
• Convertsocialsensationsintocontentopportunities.
takeaways