sem san diego: search & social w gary ware
DESCRIPTION
Some best practices on integrating search & social into your digital marketing program.TRANSCRIPT
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We move people, productsan
d cu
lture
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Search & SocialGary Ware
Director, Digital Experience
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What we will cover:
• Consumer decision journey
• Understanding each channel
• Integrating multi-channel plan
• About i.d.e.a.
• Q&A
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We move people, productsan
d cu
lture
.
The Consumer Decision Journey
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Decision Journey Before…
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Decision Journey Now…
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76% of Consumers Start Research Outside of a Brand’s Site
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Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)
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Multi-Channel Strategy is Key Consumer Activation
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Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)
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We move people, productsan
d cu
lture
.
Understanding Each Channel
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Convergence of Media Channels
Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
Traditional Ads
Corporate ContentOrganic
SponsoredCustomer
PromotedBrand
Content
Brands that
ask for shared
Press Coverage
Social Shares
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Search is Key in all Stages of the Funnel
• Intercept new users
• Assist with consideration phase
• Directional search
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Social Plays a Big Part in Awareness Stage• Community building
• Engaging content (conversation starters)
• Influence new customers
• Promote brand advocacy
• Improve search visibility
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Utilize Insights to Improve Each Channel
• Understand the voice of the customer
• Understand Audience Pain Points
• Keywords!
• Test potential messaging
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We move people, productsan
d cu
lture
.
Integrating a Multi-Channel Plan
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“Life is about taking action, and your work is not driving action, you need to stop & reboot.”
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-Some Wise Man
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95% Planning5% Execution
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Strategy & Planning
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• Identify key consumer touch-points (channels)
• Develop goals aligned with business objectives
• Develop content that lives across platforms
• Unified keyword strategy
• KPI’s per channel
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Avoid Shiny Object
Syndrome
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Use a Value Chain Approach
Source: Forrester
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Use Analytics To Guide Decisions
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Campaign Execution
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• Aligned content across channels
• Real-time adjustment
• Channel flexible
• Influencer relations
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Develop Engaging Content
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Start a Movement
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TeachableMoments•1 million purchase alerts delivered to parentsacross the US
Movingpeople.
FantasticPlastic•New card signups rosefrom under 50 to nearly1,000 per day
Movingproducts.
SpendingResponsibly•2012 Paybefore Awards Winner: Best YouthPrepaid Program
Movingculture.
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Analysis & Measurement• Utilize analytics for
continued improvement of channels
• Qualitative & quantitative data
• “So What?”
• Multiple data sources• Web Analytics• Social Listening• Competitive Analysis
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Attribution modeling
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Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
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We move people, productsan
d cu
lture
.
i.d.e.a
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i.d.e.a.i.d.e.a. is isa progressive creative a progressive creative communications leader.communications leader.
i.d.e.a.i.d.e.a. is isa progressive creative a progressive creative communications leader.communications leader.We deliver smart, right-sized ideas that live in all the unique places consumers play.Consumers move fast, and so do we, to propel our partners forward and make brands matter.
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We We movemoveWe We movemove
people,people,productsproductsand and culture.culture.
people,people,productsproductsand and culture.culture.
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All
Square
Table
.
Media
Social Digital
Brand Partner
i.n.n.o.
Strategy
Public Relations
Creative
Brand Manager
Design
Partner Team
ReputationTeam
Creative Team
Brand BrandMedia Team
Consumer
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We move people, productsan
d cu
lture
.
Questions?