#SMX #14B @MagsMac

Maggie Malek, Head of Social at MMI Agency

Paid Search & Social: The Ultimate Knock-Out Punch

#SMX #14B @MagsMac

•  StartedonGeoCities...• Majoredin”Traditional”PR

•  Fellinlovewithsocialnow?It’sallaboutcreatingexperiences.

MaggieMalekHeadofPR&Social

#SMX #14B @MagsMac

•  300tickets.•  30days.•  Onetinybudget.

Paidsearch+Social…Beforeitwascool.

#SMX #14B @MagsMac

Weknowitdrivesadefficiency.

#SMX #14B @MagsMac

SothatisNOTwhatIamgoingtotalkabouttoday.

#SMX #14B @MagsMac

People>Efficiency

#SMX #14B @MagsMac

Onceuponatime…

#SMX #14B @MagsMac

thenewconsumerlandscape

#SMX #14B @MagsMac

Oldwayswon’topennewdoors.

#SMX #14B @MagsMac

datascientistsmathematicians

analyticsexpertsdreamers

Doers

storytellers

influencers

innovators

rebels

thinkerscreators

leaders

pioneers

makers

#SMX #14B @MagsMac

It’stimetochangetheconversation.

#SMX #14B @MagsMac

•  Increasevisibilitytokeynewaudiences

•  Utilizeexistingcustomers’networkstobuildawarenessthroughsocialendorsement

•  Educateonserviceofferings

•  Drivewebsitetrafficandnewconsumersintothesalesfunnel

•  Improvesearchengineoptimization(SEO)toenhancesearchability

•  Improvebrandperceptioninconsiderationset

•  Capturedirectcustomerfeedbackandmarketinsights

•  Resolvecustomerserviceissuesefficiently

•  Buildbrandtrustandcustomerloyalty

Awareness Consideration Decision Retention

Theroleofsearchandsocial

#SMX #14B @MagsMac

Tobreakthroughthenoise,toultimatelychangeheartsandminds,brandsmustdesignforexperiencesfromtheoutset.

#SMX #14B @MagsMac

DesigntocreateTHIS.

#SMX #14B @MagsMac

So,whycan’twefigureitout?

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Twomainroadblocks:Staffing+Data

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Staffingmodels

•  Brand+Agencycollaboration•  Brand+Agency+Agencycollaboration•  Brand+OneAgencyTeamofGeneralists

•  Brand+Agency+Agency+DataManagement

#SMX #14B @MagsMac

Planforunbridledsuccess!

#SMX #14B @MagsMac

Idealtimeline

01

Agency/PartnerKickoff

02

AnalyticsAccess

03

04

BrandReview&Approval

05

FinalAll-AgencyAlignment

06

Launch&Optimization

AgenciesCreateStrategies

#SMX #14B @MagsMac

Kickoff:Teams

PaidSocial

Brand

OrganicSocial

PaidSearch

OrganicSearch

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Kickoff:Brandprovides

InputsrequiredBusinessObjectives

CustomerData&Insights

MarketingObjectives

SpecificCampaignObjectives

AvailableCompetitorData

#SMX #14B @MagsMac

Kick-off:SearchandSocialTeamsSEARCHTEAMPROVIDESSearchQueryReportingonexistingPaidSearch

Organicsearchtrafficreports

Websitedemographicinformation

PaidSearchDemo&Geoinformation

Historicalconversiondata

Deviceinfo(mobilevsdesktop)

Timeofday

AnyexistingsearchKPIs

TopperformingadcopyclicksorbyCTR

Seasonalitytrends

Websitecontenteditorialcalendar

SOCIALTEAMPROVIDESDemographicdatabyplatform

Historicalsocialadconversionreporting

Creativesuccesses

Demographicbreakdownbycampaign

Socialsentimentdatabyplatform

Anyonlineshareofvoicedata

Socialmediaeditorialcalendar

OrganicSocialKPIs

#SMX #14B @MagsMac

Ongoingdatasharing

SEARCHDATA SOCIALDATA

Paidsocialteamhasreadonly/viewaccesstosearchdata(GoogleAnalytics,Adobe/

Omniture,AdWords,Bing,etc.)

PaidsearchteamhasaccesstoSocialAnalytics

Conversionorwebsiteactionsareestablishedandtaggedproperly

PaidsearchteamhasaccesstoanySOVtools(BrandWatch,SproutSocial)

Abilitytoseparateoutpaidandorganicsocialtraffic(Requiressocialteamtouser

propertags)

Linksusedinpaidsocialadsareproperlytagged(Bycampaign,OrganicvsPaidtags)

#SMX #14B @MagsMac

Backtodesigningforexperience.

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Howdowedoit?

#SMX #14B @MagsMac

Steps

1.  Finalizesuccessmetrics2.  Discovery3.  CampaignCreation4. Optimize!

Steps

#SMX #14B @MagsMac

Steps

Goals:

1.  Reachnewaudiences

2.  Driveticketssales3.  Increaseon-siterevenue

ExampleCaseStudy:ShellHoustonOpen

#SMX #14B @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 #14B @MagsMac

step1:Discovery

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Steps

Discovery:UnderstandingYourConsumer

SEARCHENGINEDATA SOCIALDATA

Onsitebehavior Typesofengagements

Searchinterest Contextofengagements

Demographics Conversationtrends

Relevantkeywords Interactions

Location ShareofVoice

Device Timeofday

#SMX #14B @MagsMac

OverallSearchBehavior

#SMX #14B @MagsMac

Uselisteningtoolstoidentifykeyconversationtopics

FacebookAccountConnecter

FacebookAPIConnecter

FacebookAccountList

FacebookInsightsQuery

FacebookSelectPost

FacebookListComments

FacebookListPosts

ConnecttoAPI

ConnecttoAccount

ListAccounts

GetInsights

SelectaPost

ListAccounts

GetComments

#SMX #14B @MagsMac

Otherdatato(PLEASE)consider.

•  Customersurveydata•  Focusgroups•  Mediaconsumption•  121Interviewswithstakeholders•  Salesdata•  OverallSOVanalysis

#SMX #14B @MagsMac

Finalizeyourpersonas

ShellHoustonOpenTargetPersonas:

Families AvidGolfFans Millennials

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step2:CampaignCreation

#SMX #14B @MagsMac

Youcan’tjustlookatscalablesocialchannels.HigheropportunityforOrganicReach

BroadeningAppealing/Bigger

LowerOpportunityforOrganicReach

NicheAppealing/Smaller

#SMX #14B @MagsMac

Millennials

0

10,000

20,000

30,000

40,000

50,000

60,000

U.S.MobileAppUniqueVisitors

#SMX #14B @MagsMac

Finalizewhatyouaregoingtosay

Lettheheadleadtheway.

Andlettheheartprovidecontext.•  Whoisyourconsumer?•  Understandyourtheirobjective.•  Designcampaignsforintention.

•  Whatquestionsareconsumersasking?•  Whattrendsareyouseeing?•  WhatwasMISSINGfromthedata?

#SMX #14B @MagsMac

OurfinalShellHoustonOpencampaign

Target:Millennials•  InitialKeywords&Topicsfortesting:Charity,Houston,Giving,Golf,

Tickets,NCAAFinalFour,top10PGATOURgolfers•  Platforms:

Nativecontent

Digitalmedia

#SMX #14B @MagsMac

268

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step3:Optimize!

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Steps

OpportunitiestoA/BTest

SearchData SocialData

Sociallydrivenkeywordsdrivingconversions? Issearchdrivencopydrivingengagement?

Arenewkeywordspoppingup? Whattimearepeoplemostengaged?

Whichadcopyhashighestengagement? Arepeopleclickingthroughtoyourwebsite?

Whichsocialsitelinksgeneratethemosttraffic? Howdoessocialtrafficconvert?

Hasaveragesessiondurationincreased? Whatdoessocialtrafficdoonyourwebsite?

Whereistrafficcomingfrom? Hasyourshareofvoiceincreased?

#SMX #14B @MagsMac

Reservebudgetforkey

culturalmoments!

Budget

#SMX #14B @MagsMac

Optimizetocreateabetterbrandexperience.THATishowyouwillmeetyourobjectives.

#SMX #14B @MagsMac

Failfast.Failforward.

#SMX #14B @MagsMac

•  Chartyourcoursewithdata,butletyourheartleadtheway

•  Designcampaignsbasedonintentionfirst

•  Keepaholisticviewofperformance.

•  Keeponebrandvoiceacrossallmedia;owned,earnedandpaid.

•  Beagileandflexiblewithmediaandbudgets.

takeaways

#SMX #14B @MagsMac

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