Unleashing the Power of Search and Social Integration - 2017 MnSearch Summit
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Jason Dailey, Partner Development Lead at Facebook| @jasonrdailey Over the past several years, search and social advertising have become essential ingredients of any successful marketing program. Both channels, though fundamentally different, have proven to be highly effective and efficient for customer demand generation and fulfillment. Search, with its ability to “pull” users into a brand’s message and social, with its ability to “push” a message to a highly targeted audience are capturing a greater portion of global advertising dollars every year – Facebook and Google now make up ~77%+ of digital ad spend. In this session, we’ll highlight how attendees can unleash the power of search and social integration by crafting winning campaigns, applying the latest research on combining paid search and social efforts, and employing paid social direct response tactics that complement and supplement paid search campaigns.
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Unleashing the Power of Search and Social Integration - 2017 MnSearch Summit
- 1. Unleashing the Power of Search and Social Integration Jason Dailey @jasonrdailey
- 2. Confessions of a Reformed Search Marketer
- 5. The linear purchase funnel has dissapearedTRANSACTION Performance channels are coming together DISCOVERY UTILITY/SEARCH
- 6. “How can I DIVERSIFY my performance media investment and make my performance channels WORK BETTER TOGETHER?”
- 7. Social and Search is good place to start
- 8. Aberdeen Group, “The Very Real Costs of Bad Website Performance”, August 2016 58% of total search queries are on mobile
- 10. 1. How is mobile transforming the consumer experience? 2. How are Search and Social different and similar? 3. How have we seen Facebook and search work well together? 4. What actions can I take coming out of today?
- 11. No. How is mobile transforming the consumer experience? 1
- 12. Video First Content Consumption Quality of Engagement
- 14. People are consuming an astounding amount of video on mobile 2013 50% 2016 Percent of video views that came from tablets and smartphones: 15% 100,000,000+
- 15. % of all mobile data will be video by 2020 Source: “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020” by Cisco, Feb 3, 2016.
- 16. Video First Content Consumption Quality of Engagement
- 17. F R E Q U E N T FA S T S O U N D - O F F Mobile Feed is Different
- 18. of people access mobile while shopping65% 50% of people access mobile while they watch TV Mobile is a Constant Companion mobile is always with them 73%
- 19. A lot of attention goes here Source: “Average Time Spent per Day with Major Media by US Adults,” eMarketer April2015 3hrsa day 62% report checking their phone 30 times a day 14x the number of times people check Facebook in a day
- 20. seconds 2.5 seconds 1.7 Source: Facebook data, Q3 2015
- 21. We only need to see an image for 13 milliseconds to identify it Source: MIT News, “In the Blink of an Eye,” Jan 2014
- 22. QUICK TEST
- 24. The human brain processes images 60,000 times faster than words
- 25. Sound-off
- 26. Mobile and Visual First Content Consumption Quality of Engagement
- 27. +
- 28. +
- 29. More attentive More positive More distracted High cognitive load Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015. Emotional intensity and engagement
- 30. No. How are Search and Social similar and different? 2
- 31. FACEBOOK AND SEARCH Same outcomes, different signals
- 32. IDENTITY INTENT
- 33. TARGETING OPTIMIZATION MEASUREMENT INSIGHTS Identity and Intent - Foundations of Performance Marketing
- 34. IDENTITY
- 36. INTENT
- 37. Searchbleach
- 38. 38 Searchbleach
- 39. Search Is An Intent Machine
- 40. 40 lower intent signal category level Non-Branded Search high-intent signa l product/service leve l Branded search Search funnel Demand creation Demand capture Search captures intent through self stated signals
- 42. Source: Visualizing Friendships, Facebook, Dec 13 2010
- 44. Facebook Identity AttributesIdentifiers •Facebook Login •Name: Kim Kardashian •E-mail: kkardash@gmail.com •Phone: 555.546.5873 •Address: 5303 Lasher Rd Hidden Hills, CA 91302
- 45. C U S T O M A U D I E N C E S First party data from both online and offline F A C E B O O K D ATA Facebook understands intent through people’s actions P A R T N E R C AT E G O R I E S Data from partners like Acxiom, Datalogics and Epsilon Leverage first and third party data to strengthen intent signals
- 46. No. How have we seen Facebook and search work well together? 3
- 47. MORE SEARCH VOLUME INCREASED CONVERSIONS IMPROVED ROAS Facebook ads drove a lift in mobile search volume, averaging 6.3% Auto, Financial Services and Retail clients all saw a lift in search conversions Clients saw increases of 30 – 70% in ROAS in their search campaigns Learnings To Date: Facebook Compliments Search 47
- 48. Better ROAS with Facebook + search working in concert $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 Facebook or Search Search and Facebook 3.56 % CR $3.1 6RPC 1.32 % CR $1.1 7 RPC Facebook and Search are Better Together 48
- 49. 1 1.1 1.2 1.3 No spend Low FB spend (1X) Mid spend (1.81X) High spend (2.34X) Effects of Facebook media weight on paid search conversion volume PaidSearchConversions(indexed) 1.00 1.05 1.24 1.27 Paid search conversion volume increases as Facebook media weight increases 49 Source: Kenshoo “The Facebook Added Value Series: Volume 2”, June 2014; Study commissioned by Facebook. Statistical significance level of over 90% for avg figures across all treatment groups; Search conversion values and Facebook media spend were indexed. Individual results may vary.
- 50. No. 4 What actions can I take coming out of today? 50
- 52. 1. Collaborate Across Silos 2. Combine Search and Social Insights 3. Coordinate Copy, Campaigns and Creative 4. Create to Convert 5. Curate “Serendipitous Discovery” 6. Collapse the Funnel 7. Connect 1st Party Data 8. Conduct Tests…then Test Again 9. Count Holistically 10.Confront Your Fears
- 53. COLLABORATE1
- 54. COMBINE2
- 55. Facebook Audience Insights Tool Google Trends
- 56. COORDINATE3
- 57. Get ready for the summer Summer essentials Shopping Deploy Product Ads Synchronously DYNAMIC PRODUCT ADS PRODUCT LISTING ADS
- 58. Align Local Efforts to Drive Sales Offline dryers LOCAL ADS LOCAL INVENTORY ADS
- 59. CREATE4
- 60. Creative Considerations attention quickly C A P T U R E for sound off D E S I G N F R A M E your visual story
- 62. T V C Original television creative in mobile feed
- 63. W H AT WA S T H E
- 64. O R I G I N A L T E L E V I S I O N C R E AT I V E
- 65. M O B I L I Z E D creative in mobile feed
- 66. Resized to square to increase visibility in feed environment Added supers to clearly convey “easy debit card replacement” message without sound Cut down from 15 to 12 seconds, focusing on elements that highlight brand offering Moved initial brand mention earlier W H AT W E D I D
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- 68. Free delivery for this weekend only! Shop now! Lazada Logo in Motion Price / Promo in Motion Variety / Slidesho w Free delivery for this weekend only! Shop now! Lazada Free delivery for this weekend only! Shop now! Lazada Free delivery for this weekend only! Shop now! Lazada Basic Motion Free delivery Visit Lazada for the best prices and reviews Shop now Free delivery Visit Lazada for the best prices and reviews Shop now Free delivery Visit Lazada for the best prices and reviews Shop now Free delivery Visit Lazada for the best prices and reviews Shop now Capture Attention Quickly
- 69. CURATE5
- 70. Search excels at capturing demand, Social excels at creating it Search funnel Demand creation Demand capture 20% of budgets 80% of budgets 70 Non-Branded search • Lower intent signal • Category level • 3x CPCs Auto insurance Search now Branded search • High-intent signal • Product/service level • 1x CPC New Jersey state farm agent Search now
- 72. COLLAPSE6
- 73. Dynamic ads Bridge the gap between discovery and purchase 73 Shoppable feed adsCanvas
- 74. CONNECT7
- 75. Connect your 1st Party Data to Your Search and Social Campaigns MEASURE TARGET OPTIMIZE Account for your ad spend across channels Create richer audiences based on offline behaviors and attributes Make better decisions based on timely insights 75
- 76. CONDUCT8
- 77. COUNT9
- 78. Browses dresses on desktop The new consumer journey requires new measurement solutions Starts her discovery with an ad on mobile Purchases “the one” at the store Adds a dress to cart on tablet Goes back to researching other dresses PURCHASE Checks out dress sizes at the store Browses dresses on desktop Siloed measurement leads to poor attribution Purchases “the one” at the store PURCHASE Checks out dress sizes at the store Last click doesn’t give you the full picture
- 79. 79 Shift to measurement methods designed for the cross-everything world Shift from cookies to people Shift from clicks & engagement in-store visits, sales, ROI Shift from last-click attribution omni-channel multi-touch attribution MEASURE METRICS THAT MATTER COMPARE ACROSS EVERYTHINGFOCUS ON PEOPLE
- 80. CONFRONT10
- 82. 1. Mobile Consumer Experience: Video, Content Consumption, Engagement 2. Search and Social: Signals and Outcomes 3. Benefits: Increased Volume, Conversions and ROAS 3. Actions: 10 Cs of Search and Social Integration
- 83. 1. Collaborate Across Silos 2. Combine Search and Social Insights 3. Coordinate Copy, Campaigns and Creative 4. Create to Convert 5. Curate “Serendipitous Discovery” 6. Collapse the Funnel 7. Connect 1st Party Data 8. Conduct Tests…then Test Again 9. Count Holistically 10.Confront Your Fears
- 84. It’s not the biggest and fastest who survive, it’s the ones that are the most adaptable to change. - C H A R L E S D A R W I N