The changing world of search and social media, and how you can create a framework for a united search and social media strategy. Presentation from Search Engine Strategies, London 2014.
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Foundations for Search and Social Strategies, SES London 2014
1. Founda'ons
for
Search
&
Social
Jonathan
Beeston
Director,
New
Product
Innova'on,
EMEA
Adobe
London
•
10–13
February
2014
•
#SESLON
@SESConf
2. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
About
me
@searchbeest
www.linkedin.com/in/jonathanbeeston
3. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Founda@ons
for
Search
&
Social
What
you
can’t
control
• Search
is
evolving
• Paid,
owned,
earned
is
converging
• Ads
are
domina@ng
• Social
is
mobile
What
you
can
control
• Your
organisa@on
• Common
goals
&
KPIs
• Tracking
• Repor@ng
• AUribu@on
4. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
you
can’t
control
5. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Search
ain’t
what
it
used
to
be
6. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
7. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
PLAs
expanding
further
@searchbeest
@AdobeAds
Source: Searchengineland
8. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
Even
over
brand
ads
8
@searchbeest
@AdobeAds
Source: @danbarker
9. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
Credit
cards
9
@searchbeest
@AdobeAds
10. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Credit
cards…
and
beyond
11. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
“There will be no banner ads
on the Google homepage or
web search results pages”
12. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
is
Search
anyway?
12
13. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
14. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
“Twitter is the best way to connect with people,
express yourself and discover what's happening.”
14
15. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What’s
the
biggest
search
engine
in
Retail?
16. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Paid,
Earned
and
Owned
are
converging
Image credit: http://www.flickr.com/photos/gagilas/
17. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Paid
Owned
Earned
18. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Paid
Owned
Earned
19. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Paid
Owned
Earned
20. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
There’s
no
free
lunch
Image credit: http://www.flickr.com/photos/avlxyz/
21. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
1998
“It could be argued
from the consumer
point of view that the
better the search
engine is, the fewer
advertisements will
be needed for the
consumer to find
what they want.”
21
22. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
23. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
24. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Social
is
Mobile
25. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
76.8%
76.3%
of monthly active users (MAUs) that access on mobile
26. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
And they’re monetising the hell out of it…
@searchbeest
@AdobeAds
27. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
El
Clásico:
Google
&
Facebook
28. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
“Together, Facebook
and Google are the
twin engines that drive
discovery for the
average web user.”
http://blog.magicbeanlab.com/networkanalysis/
relative-sizes-of-social-media-platforms/
Mat Morrison
@mediaczar
29. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
you
can
control
30. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Evolve
your
approach
Disparate
teams
Inconsistent
KPIs
Siloed
tracking
and
reports
Volume,
sen@ment
Hub
and
spoke
Common
KPIs
&
framework
Common
tracking
and
reports
Ability
to
prove
Business
Value
and
ROI
31. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Centralized
One department
controls all efforts
Distributed
§
Organic growth
Authentic
§
§
§
§
§
Experimental
§
Not coordinated
Consistent
May not be as
authentic
Coordinated/
Hub & Spoke
§
Sets rules, best
practices,
§
Spreads widely
around the org
§
Takes time
Multiple
Hub & Spoke
§
Similar to
Coordinated but
across multiple
brands and units
Holistic
§
Each employee is
empowered
§
Unlike Organic,
employees are
organized
32. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
What
is
Social
for
you?
Where
does
it
meet
Search?
33. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Awareness
§
§
§
§
§
Dialog / Conversation
Share of Voice / Influence
Sentiment and Reputation
Volume
Engagement
Marketing &
Ecommerce
PR &
Comms
§
§
§
§
Product
innovation
Innovation and
R&D
§
§
§
§
Topic Trends
Ratings & Reviews
Sentiment
New features included
from community
Social
Direct Attribution
Revenue and Subscriptions
Web traffic
Social Campaign ROI
Marketing &
Ecommerce
Customer
service &
support
Support Measurement
§
§
§
§
Call Volume
Resolution Rate
Resolution Time
Net Promoter Score
Search
34. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Build
from
the
right
founda@ons
Media
Mix
Modelling
AUribu@on
across
search
&
social
Op@miza@on
within
channel
Common
tracking
35. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Track
&
report
• Unifying
social
with
search
allows
true
aUribu@on
analysis
• Track
complex
mul@-‐channel
customer
journeys
• Automa@cally
append
tags
to
all
published
content
• One
source
of
the
truth
• Integrated
campaign
dashboard
• Insights
and
ac@ons,
not
just
data
• Visual,
not
numbers
• Customise
for
the
recipient
36. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
Executive Reports
@searchbeest
@AdobeAds
Stakeholder Report
Social Manager Report
•Top-level KPIs
•Revenue, Lead Gen, Conversions
•Brand reputation
•Business Function KPIs
•Segment and Campaign performance
•Competitive Benchmarks
Daily Alerts
Campaign Report
•Social ‘owned’ channels report
•Top topics, themes
•Top authors and influencers
•Key findings
•Top topics
•Sentiment analysis
•Daily volume / sentiment
•Business Impact of Social Campaigns
•Conversation volume and sentiment
•Influencers
37. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Listen,
Learn,
Ac@on
Social
monitoring
drives
• Ad
copy
/
LP
content
• Keyword
sugges@on
• Bid
management
• Budget
pacing
Search
data
drives
• Pos@ng
@mes
• Content
tes@ng
• Content
strategy
39. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
There
is
no
best
rule!
EVENT 1
LAST
FIRST
EQUAL
LAST MORE
FIRST MORE
CUSTOM
EVENT 2
EVENT ...
EVENT p
40. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
The
ul@mate
aim
Revenue
Point of
diminishing
return
0%
20%
% of
Budget
Spend
Display
Advertising
40%
60%
80%
100%
120%
% of
Budget
Spend
% of
Budget
Spend
Search
Email
Profit
Contribution
140%
160%
% of
Budget
Spend
Social Media
41. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Now
what?
42. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
1.
2.
3.
4.
5.
Evolve
your
organisa@on
Decide
what
social
is
for
Common
tracking,
measurement,
repor@ng
Common
KPIs
Op@miza@on
>
AUribu@on
>
Budget
maximisa@on
43. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@searchbeest
@AdobeAds
Thanks
@searchbeest
www.linkedin.com/in/jonathanbeeston