Activating Data to Drive Performance
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Performics SVP of Communications Planning Jon Wegman brings to light the true meaning behind "performance marketing" in his June presentation at an L2 event. Learn how to harness actions through observing, measuring, analyzing and applying data to drive results.
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Activating Data to Drive Performance
- 1. L2 – June Clinic: Social & Search June 2014
- 2. Activating Data to Drive Performance Performance marketing is achieved through harnessing actions, in observing, measuring, analyzing and applying data to drive results. Performance Participation Participant Brand
- 3. CPCs are 47% less on mobile than on desktop Instagrammed 3 photos 14 likes and counting Already lost 52 minutes of epic road trip Using mobile device to solve problem, not find a brand The most expensive state for car insurance is New Jersey The least expensive state for car insurance is Ohio Intrinsic Links Between Social & Search
- 4. Feedback Loops Additional Discovery Omni-Channel “Search”
- 5. Both Are Grounded in Evolving Formulas EdgeRank PageRank u is dependent on the PageRank values for each page v contained in the set Bu (the set containing all pages linking to page u), divided by the number L(v) of links from page v
- 6. The Rise of the Human Algorithm We are increasingly seeking out context-rich results New “People-Powered” Platform integrations Social content is highly influential for engine ranking - Amazon Reviews, RatemyFood, TripAdvisor - Facebook Graph Search, Bing Social Results Sidebar - Timing, Relevancy, Links, Click-Through, etc..
- 7. 010101010010010101001010000001110101011010100100010110101010100101010101010101 101010010010101010100100101010101001001010101001001010100101000000111010101101 1 Social is “purposeful” through Google’s Eyes Social is “personal” through her eyes.
- 8. 0010101010010010101001010 0000011101010110101001000 10 Community Management Brand Identity UGC/ Reviews How frequently should I be posting and responding? How do I deal with crisis if something goes wrong? Is my brand identity consistent across all our social content on the web? What content exists about my brand and what customer needs are we meeting? SERP Optimization Website Integration Social Presence Paid Media What types of social results are appearing on Google, Bing? Does our website empower / allow users to share content? Does my brand have a presence on all of the relevant platforms? Are our feeds, links, and reviews appearing to prospective customers? Content Creation What content / feedback is being created on behalf of my brand? Social Signals ROI / Evaluation Network Analysis How do insights apply across channels and departments? How do we amplify? What actions are we tracking and what is the ROI of social? How do we use social data for modeling behavior / action? What are our social signals and how do I activate/increase them? Channel Strategy
- 9. Indirect Influence Local + Nearby Info Social Media as a “Search” Prism User-Generated ContextSearch PrismSearcher Directed Intent SERP(s) Native Site(s) Social Platform(s) Indirect Influence
- 10. UGC: User-Generated Context (Social Media) UGC: User Generated Context (How Social Influences us to Decide or Act) x(Paid, Earned or Owned Impressions) (Social Content) (Paid, Earned or Owned Expressions)
- 11. Spends approximately270 hours per month on flights Uses Facetime to chat with 20 month old daughter Touches down most frequently LGA | SFO | LHR Clickstream analysis shows brand preferenceby destination Most often searches for Zagat rated restaurants over 20 Search Prism in Action
- 12. Choosing a new Toothbrush
- 13. Direct Intent vs. Indirect Influence (Brand)
- 15. Direct Intent vs. Indirect Influence (Non-Brand)
- 16. Why owning your content is important SERP(s) Native Site(s) Social Platform(s) 49 61 k k Avg. Monthly Searches Avg. Monthly Searches BRAND TERMS - Philips electric toothbrush - Best Philips electric toothbrush - Philips Sonicare - Philips Sonicare toothbrush - Electric toothbrush - Best toothbrush - Best electric toothbrush - Best cheap electric toothbrush NON-BRAND TERMS Source: Comscore 2014
- 17. Finding the right store
- 18. Social and Search Ownership
- 19. User-Generated Context (Search to Social) Source: Google “Nordstrom” 6/10/2014
- 20. User-Generated Context (Social to Search) Source: http://www.pinterest.com/CathysColours/ 6/10/2014
- 21. Why Social Search Matters in the Long Run Source: Experian Hitwise: Referring site traffic from social platform (not individual brand pages) 0% 5% 10% 15% Facebook Referrals Google+ Referrals Pinterest Referrals Twitter Referrals YouTube Referrals Facebook Referrals Google+ Referrals Pinterest Referrals Twitter Referrals YouTube Referrals September October Referring click traffic (of total site clicks) to each site from the respective social platform Kohl's JCP Macy's Nordstrom Target Nordstrom driving ~12-15 of total site traffic from Social Platforms
- 22. Searches for store increase by 33% Average online sale $45 Find her where she’s active Fall campaign ads drive 9 million impressions Women aged 19-29 value price over brand Number of people currently in store 1,209 active SKUs on display Location: Traverse City, MI Next nearest location 13.6 milColumbus Day is in two days Schools may have day off Recent searches Coupon website Leather jacket customer review Top fall trends for 2014 What you can do about it
- 23. Community Management Brand Identity UGC/ Reviews How frequently should I be posting and responding? How do I deal with crisis if something goes wrong? Is my brand identity consistent across all our social content on the web? What content exists about my brand and what customer needs are we meeting? SERP Optimization Website Integration Social Presence Paid Media What types of social results are appearing on Google, Bing? Does our website empower / allow users to share content? Does my brand have a presence on all of the relevant platforms? Are our feeds, links, and reviews appearing to prospective customers? Content Creation What content / feedback is being created on behalf of my brand? Social Signals ROI / Evaluation Network Analysis How do insights apply across channels and departments? How do we amplify? What actions are we tracking and what is the ROI of social? How do we use social data for modeling behavior / action? What are our social signals and how do I activate/increase them? Channel Strategy
- 24. 24 SITE SERP OPTIMIZATION WEBSITE INTEGRATION SOCIAL PRESENCE PAID MEDIA Content Tagging & Optimization: text, images, videos, blogs, microblog, podcasting, review & ratings, social networking Local visibility: Google+ Local / Map Pack / Facebook Nearby Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships, Brand Affiliations, Offers / Exclusives Peer trust, reviews, recommendations, suggestions, community, popularity Customer service experience, Accessibility (device screen) Cross-device usability / Responsive design Micro-Formating (Schema.org) Accessibility (app store links, device, cross- screen) Convenience (store locations nearby and inventory) Affordability (quality and price) Links to owned social channels & competitors :Facebook, Twitter, YouTube, Google+, Tumblr, Instagram, Pinterest… Social Plug-ins for share-ability Open Graph (social sign-in) About Section Information: NAP (name, address, phone number). Website URL, Links to other social channels, Locations Popularity, Tweets, Followers, Following, Likes, +1, pins… Sponsored Stories / Reviews & Ratings Targeting / Re-Targeting Popularity, Tweets, Followers, Following, Likes, +1, pins… Relevancy – Hyper Targeting / Re- Targeting Exclusive / Offers Reviews & Ratings
- 25. 25 CONTENT CREATION BRAND IDENTITY UGC / REVIEWS COMMUNITY MANAGEMENT Content quality, quantity & type: text, images, videos, blogs, microblog, review & ratings Tagging / Tittle / Description Topic Keyword / Relevancy Page specific engagement (clicks, likes, shares, tweets, pins, +1) Check-ins (location check-ins) Inbound / Outbound Linking (Twitter) Frequency / Relevancy Customer service relationship - Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships Content Quality, quantity, & type : text, images, videos, blogs, microblog, podcasting, Peer trust, Reviews, recommendations, Authenticity, offers / exclusive content Mobile access/convenience – Social Log in On-Site Reviews – frequency, relevancy, rankings Link-Building (organic outreach) Referrals Content posting frequency from/by community manager and peers RE’s: Re-sharing, content + links Multicultural / Language Selection Joining / community /membership
- 26. 26 SOCIAL SIGNALS ROI EVALUATION NETWORK ANALYSIS CHANNEL STRATEGY Uploading / Sharing photos/videos Live streaming of social feeds Creating and sharing reviews: Post-purchase review, Post-purchase sharing Social referrals Testimonials Content / Participation Audit Social / SERP Audit Conversion Optimization, –buy, click, submit Cross-Channel Attribution Modeling KPI Identification / Influence Tagging/hashtag/@mentions Look-a-likes Recommendations / Connections Click-Stream Analysis Budget / Flighting Prioritization / Platforms Paid Ads (site links, beta testing, social listing influence, ad copy, keywords, campaigns) Paid social ads (performance media, media buying based on reach) Keyword Trending - to influence Social CTR and SERP ranking Re:s- clicks, likes, shares, tweets, pins, +1 Link Building (social organic outreach) Open Graph Application / Customization R&D / Feedback / LoyaltyDownloading content On-site search Social Listening /Brand Monitoring Dynamic Personas Influencer Mapping Media / Platform Ranking Network Modeling
- 27. Top 3 takeaways from the Social Search Prism THANK YOU Social is ever-evolving, so fluid (and collective) intelligence around measurement, KPIs and cross-department alignment become critical. Modeling the attribution of social assets (outside of social platforms) can be the “missing link” to proving social ROI. Social Signal audits can be performed to identify key channels, missed opportunities, competitive positioning, and engagement gaps. Jon Wegman SVP, Comms Planning +1 404-293-8669 jon.wegman@performics.com How do we identify / measure our social footprint? What is brand / user-generated context influencing? What are the performance effects of our social presence?
Notes de l'éditeur
- As Social, Mobile and Search grow over the next couple years, it’s important that we think about the content, the signals, the information and the behavior that will be impacting each other. Each of these is intertwined and can’t be viewed as a stand alone channel or else your marketing will be severly fragmented.
- At it’s core, search and social have grown up very much alike. Both with algorithms of some sort that evolve over time – helping the engines to better connect the right people with the right content at the right time. What we’ve seen in recent years is that specific algorithms of Google Search – play favorites and prioritize brand content and behaviors that are occurring originally in traditional social platforms.
- Here’s a view from the Marketer’s perspective. Things that we think about are not just specific to independent platforms (like Search or Social) – but rather the interplay of them. For example: Everything from WHERE are you present in social to HOW MUCH are you spending in PAID MEDIA to HOW is social integrated into ecommerce – all of these things are impacting the integration of how and when social and search are playing together.
- Here’s a view from the Marketer’s perspective. Things that we think about are not just specific to independent platforms (like Search or Social) – but rather the interplay of them. For example: Everything from WHERE are you present in social to HOW MUCH are you spending in PAID MEDIA to HOW is social integrated into ecommerce – all of these things are impacting the integration of how and when social and search are playing together.
- Where can I find your brand? How easy is it to filter results and look for information? Are you optimized and integrated for social? What platforms are you active on?
- How are you excelling participation and performance in the digital space? How is the network reacting? What type of content & experiences drive customers to engage?
- What are you doing to ensure continued word of mouth? What does success look like? How are you tracking KPIs? What is your strategy for re-contact and amplification?