From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Paid Search & Social: The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #14B

1. #SMX #14B @MagsMac
Maggie Malek, Head of Social at MMI Agency
Paid Search & Social: The Ultimate
Knock-Out Punch

2. #SMX #14B @MagsMac
• Started on GeoCities...
• Majored in ”Traditional” PR
• Fell in love with social
now?
It’s all about creating experiences.
Maggie Malek
Head of PR & Social

3. #SMX #14B @MagsMac
• 300 tickets.
• 30 days.
• One tiny budget.
Paid search + Social… Before it was cool.

4. #SMX #14B @MagsMac
We know it drives ad efficiency.

5. #SMX #14B @MagsMac
So that is NOT what I am going to talk about today.

6. #SMX #14B @MagsMac
People > Efficiency

7. #SMX #14B @MagsMac
Once upon a time…

8. #SMX #14B @MagsMac
the new consumer landscape

9. #SMX #14B @MagsMac
Old ways won’t
open new doors.

10. #SMX #14B @MagsMac
data scientists
mathematicians
analytics experts
dreamers
Doers
storytellers
influencers
innovators
rebels
thinkers creators
leaders
pioneers
makers

11. #SMX #14B @MagsMac
It’s time to change the
conversation.

12. #SMX #14B @MagsMac
• Increase visibility to
key new audiences
• Utilize existing
customers’ networks
to build awareness
through social
endorsement
• Educate on service
offerings
• Drive website traffic
and new consumers
into the sales funnel
• Improve search
engine optimization
(SEO) to enhance
searchability
• Improve brand
perception in
consideration set
• Capture direct
customer feedback
and market insights
• Resolve customer
service issues
efficiently
• Build brand trust and
customer loyalty
Awareness Consideration Decision Retention
The role of search and social

13. #SMX #14B @MagsMac
To break through the noise, to ultimately
change hearts and minds, brands must design
for experiences from the outset.

14. #SMX #14B @MagsMac
Design to create THIS.

15. #SMX #14B @MagsMac
So, why can’t we figure it out?

16. #SMX #14B @MagsMac
Two main roadblocks: Staffing + Data

17. #SMX #14B @MagsMac
Staffing models
• Brand + Agency collaboration
• Brand + Agency + Agency collaboration
• Brand + One Agency Team of Generalists
• Brand + Agency + Agency + Data Management

18. #SMX #14B @MagsMac
Plan for unbridled success!

19. #SMX #14B @MagsMac
Ideal timeline
01
Agency/Partner
Kick off
02
Analytics
Access
03
04
Brand Review &
Approval
05
Final All-Agency
Alignment
06
Launch &
Optimization
Agencies Create
Strategies

20. #SMX #14B @MagsMac
Kick off: Teams
Paid Social
Brand
Organic Social
Paid Search
Organic Search

21. #SMX #14B @MagsMac
Kick off: Brand provides
Inputs required
Business Objectives
Customer Data & Insights
Marketing Objectives
Specific Campaign Objectives
Available Competitor Data

22. #SMX #14B @MagsMac
Kick-off: Search and Social Teams
SEARCH TEAM PROVIDES
Search Query Reporting on existing Paid Search
Organic search traffic reports
Website demographic information
Paid Search Demo & Geo information
Historical conversion data
Device info (mobile vs desktop)
Time of day
Any existing search KPIs
Top performing ad copy clicks or by CTR
Seasonality trends
Website content editorial calendar
SOCIAL TEAM PROVIDES
Demographic data by platform
Historical social ad conversion reporting
Creative successes
Demographic breakdown by campaign
Social sentiment data by platform
Any online share of voice data
Social media editorial calendar
Organic Social KPIs

23. #SMX #14B @MagsMac
Ongoing data sharing
SEARCH DATA SOCIAL DATA
Paid social team has read only/view access
to search data (Google Analytics, Adobe/
Omniture, AdWords, Bing, etc.)
Paid search team has access to Social
Analytics
Conversion or website actions are
established and tagged properly
Paid search team has access to any SOV
tools (BrandWatch, SproutSocial)
Ability to separate out paid and organic
social traffic (Requires social team to user
proper tags)
Links used in paid social ads are properly
tagged (By campaign, Organic vs Paid tags)

24. #SMX #14B @MagsMac
Back to designing for experience.

25. #SMX #14B @MagsMac
How do we do it?

26. #SMX #14B @MagsMac
Steps
1. Finalize success metrics
2. Discovery
3. Campaign Creation
4. Optimize!
Steps

27. #SMX #14B @MagsMac
Steps
Goals:
1. Reach new audiences
2. Drive tickets sales
3. Increase on-site revenue
Example Case Study: Shell Houston Open

28. #SMX #14B @MagsMac
Metrics for awareness vs conversion
• Reach
• Views
• Shares
• Likes/follows
• Clicks
• Coupon downloads
• Data sharing
• SOV studies
• Social listening
• Referrals
• Clicks
• Content views
• Engagement
• Likes & follows
• SOV studies
• Conversions
• Coupon redemption
• Tracking tags
Awareness Consideration Preference Purchase

29. #SMX #14B @MagsMac
step 1: Discovery

30. #SMX #14B @MagsMac
Steps
Discovery: Understanding Your Consumer
SEARCH ENGINE DATA SOCIAL DATA
Onsite behavior Types of engagements
Search interest Context of engagements
Demographics Conversation trends
Relevant keywords Interactions
Location Share of Voice
Device Time of day

31. #SMX #14B @MagsMac
Overall Search Behavior

32. #SMX #14B @MagsMac
Use listening tools to
identify key conversation topics
Facebook
Account Connecter
Facebook
API Connecter
Facebook
Account List
Facebook
Insights Query
Facebook
Select Post
Facebook
List Comments
Facebook
List Posts
Connect to API
Connect to Account
List Accounts
Get Insights
Select a Post
List Accounts
Get Comments

33. #SMX #14B @MagsMac
Other data to (PLEASE) consider.
• Customer survey data
• Focus groups
• Media consumption
• 121 Interviews with stakeholders
• Sales data
• Overall SOV analysis

34. #SMX #14B @MagsMac
Finalize your personas
Shell Houston Open Target Personas:
Families Avid Golf Fans Millennials

35. #SMX #14B @MagsMac
step 2: Campaign Creation

36. #SMX #14B @MagsMac
You can’t just look at scalable social channels.
Higher opportunity for Organic Reach
Broadening
Appealing/
Bigger
Lower Opportunity for Organic Reach
Niche
Appealing/
Smaller

37. #SMX #14B @MagsMac
Millennials
0
10,000
20,000
30,000
40,000
50,000
60,000
U.S. Mobile App Unique Visitors

38. #SMX #14B @MagsMac
Finalize what you are going to say
Let the head lead the way.
And let the heart provide context.
• Who is your consumer?
• Understand your their objective.
• Design campaigns for intention.
• What questions are consumers asking?
• What trends are you seeing?
• What was MISSING from the data?

39. #SMX #14B @MagsMac
Our final Shell Houston Open campaign
Target: Millennials
• Initial Keywords & Topics for testing: Charity, Houston, Giving, Golf,
Tickets, NCAA Final Four, top 10 PGA TOUR golfers
• Platforms:
Native content
Digital media

40. #SMX #14B @MagsMac
268

41. #SMX #14B @MagsMac
step 3: Optimize!

42. #SMX #14B @MagsMac
Steps
Opportunities to A/B Test
Search Data Social Data
Socially driven keywords driving conversions? Is search driven copy driving engagement?
Are new keywords popping up? What time are people most engaged?
Which ad copy has highest engagement? Are people clicking through to your website?
Which social site links generate the most traffic? How does social traffic convert?
Has average session duration increased? What does social traffic do on your website?
Where is traffic coming from? Has your share of voice increased?

43. #SMX #14B @MagsMac
Reserve budget for key
cultural moments!
Budget

44. #SMX #14B @MagsMac
Optimize to create a
better brand
experience. THAT is
how you will meet
your objectives.

45. #SMX #14B @MagsMac
Fail fast. Fail forward.

46. #SMX #14B @MagsMac
• Chart your course with data, but let your heart lead the way
• Design campaigns based on intention first
• Keep a holistic view of performance.
• Keep one brand voice across all media; owned, earned and paid.
• Be agile and flexible with media and budgets.
takeaways

47. #SMX #14B @MagsMac
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX