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#SMX #24A @MagsMac
Head + Heart
Integrating Search and Social to Reach Your Consumer
#SMX #24A @MagsMac
#SMX #24A @MagsMac
	
  
	
  	
  
	
  
Started	
  with	
  GeoCities...	
  
Sports	
  marketing	
  
Traditional	
  PR	
  
	
...
#SMX #24A @MagsMac
Once upon a time…
Search Social
#SMX #24A @MagsMac
•  Written	
  content	
  is	
  now	
  graphic	
  content	
  
•  Social	
  traffic	
  is	
  not	
  guarant...
#SMX #24A @MagsMac
The New Consumer Landscape
#SMX #24A @MagsMac
Consumers have a
natural AdBlock.
#SMX #24A @MagsMac
To break through, brands have to
stop shouting start listening.
#SMX #24A @MagsMac
Winning brands will learn
how to ignite authentic
conversations.
#SMX #24A @MagsMac
That ultimately change
consumers’ hearts and minds.
#SMX #24A @MagsMac
How do you ignite authentic
conversations? Find out what you
consumers care about.
#SMX #24A @MagsMac
Identify (or create)
moments that matter.
#SMX #24A @MagsMac
#SMX #24A @MagsMac
SEARCH SOCIALWINNING
CONTENT
Our approach
Head + Heart
#SMX #24A @MagsMac
“Secret” sauce =
Flexibility + willingness to fail
#SMX #24A @MagsMac
It’s a closed loop
#SMX #24A @MagsMac
Steps
1.  Start	
  with	
  data	
  	
  
2.  Create	
  a	
  content	
  strategy	
  	
  
3.  Ignite	
  co...
#SMX #24A @MagsMac
Step1:Startwiththehead
#SMX #24A @MagsMac
•  What	
  are	
  people	
  searching	
  
for	
  in	
  the	
  privacy	
  of	
  their	
  own	
  
Google	...
#SMX #24A @MagsMac
Social data is real-time
•  What	
  are	
  people	
  saying	
  
about	
  your	
  product	
  to	
  their...
#SMX #24A @MagsMac
Use social listening
tools to identify key
conversation topics
#SMX #24A @MagsMac
Step2:Createyourstrategy
#SMX #24A @MagsMac
Let’s put the
breaks on here.
#SMX #24A @MagsMac
To break through. To matter. To
ignite conversations... You must
DEFINE YOUR SPIRIT.
#SMX #24A @MagsMac
You need three types of content
#SMX #24A @MagsMac
Plan for
unbridled
success!
#SMX #24A @MagsMac
Success looks different
for every brand.
What metrics will you
be looking at?
#SMX #24A @MagsMac
Step3:IgniteConversations
#SMX #24A @MagsMac
Hire the most amazing
writers as brand
ambassadors.
#SMX #24A @MagsMac
Assign a
dedicated team.
#SMX #24A @MagsMac
Know exactly who is
responsible for what.
#SMX #24A @MagsMac
mmiagency.com/smx-­‐west	
  	
  
Publication checklist
letstalk@mmiagency.com | 713.929.6900 | mmiagenc...
#SMX #24A @MagsMac
Have your tools
ready to go.
Have your tools
ready to go.
#SMX #24A @MagsMac
#SMX #24A @MagsMac
Always be ready to move.
#SMX #24A @MagsMac
High	
  organic	
  reach	
  =	
  amplify	
  
Heavy	
  website	
  traffic	
  =	
  amplify	
  	
  
Key	
  c...
#SMX #24A @MagsMac
Step4:Reviewandrefresh
#SMX #24A @MagsMac
Assess your success
#SMX #24A @MagsMac
Social media + content for awareness versus conversion
Awareness metrics Conversion metrics
Reach/Impre...
#SMX #24A @MagsMac
Fail fast. Fail forward.
#SMX #24A @MagsMac
•  Knowyourbrandvoice
•  Chartyourcoursewithdata,butletyourheartleadtheway
•  Rallyaroundcontentthatrep...
#SMX #24A @MagsMac
SEE YOU AT THE NEXT #SMX
THANK YOU!
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Head and Heart: Integrating Search and Social to Reach Your Customer By Maggie Malek

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Publié le

SMX, smxwest16, smxwest16d2, SEO, SEO, SOCIAL MEDIA,

Publié dans : Marketing
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Head and Heart: Integrating Search and Social to Reach Your Customer By Maggie Malek

  1. 1. #SMX #24A @MagsMac Head + Heart Integrating Search and Social to Reach Your Consumer
  2. 2. #SMX #24A @MagsMac
  3. 3. #SMX #24A @MagsMac         Started  with  GeoCities...   Sports  marketing   Traditional  PR     Now?  Social  media  +  Experience  junkie   Maggie  Malek,  Head  of  PR  &  Social  
  4. 4. #SMX #24A @MagsMac Once upon a time… Search Social
  5. 5. #SMX #24A @MagsMac •  Written  content  is  now  graphic  content   •  Social  traffic  is  not  guaranteed   •  Social  engagement  is  a  different  ball  game   •  Pay  to  play   Four Years of Change…
  6. 6. #SMX #24A @MagsMac The New Consumer Landscape
  7. 7. #SMX #24A @MagsMac Consumers have a natural AdBlock.
  8. 8. #SMX #24A @MagsMac To break through, brands have to stop shouting start listening.
  9. 9. #SMX #24A @MagsMac Winning brands will learn how to ignite authentic conversations.
  10. 10. #SMX #24A @MagsMac That ultimately change consumers’ hearts and minds.
  11. 11. #SMX #24A @MagsMac How do you ignite authentic conversations? Find out what you consumers care about.
  12. 12. #SMX #24A @MagsMac Identify (or create) moments that matter.
  13. 13. #SMX #24A @MagsMac
  14. 14. #SMX #24A @MagsMac SEARCH SOCIALWINNING CONTENT Our approach Head + Heart
  15. 15. #SMX #24A @MagsMac “Secret” sauce = Flexibility + willingness to fail
  16. 16. #SMX #24A @MagsMac It’s a closed loop
  17. 17. #SMX #24A @MagsMac Steps 1.  Start  with  data     2.  Create  a  content  strategy     3.  Ignite  conversations,  amplify   4.  Experiment,  measure,  repeat!   Steps
  18. 18. #SMX #24A @MagsMac Step1:Startwiththehead
  19. 19. #SMX #24A @MagsMac •  What  are  people  searching   for  in  the  privacy  of  their  own   Google  search  box?   •  What  questions  are  they   asking?   •  What  trends  are  you  seeing?   Search data is honest
  20. 20. #SMX #24A @MagsMac Social data is real-time •  What  are  people  saying   about  your  product  to  their   friends?   •  How  are  they  interacting  with   your  competitors?   •  What  customer  service  issues   are  they  having?  
  21. 21. #SMX #24A @MagsMac Use social listening tools to identify key conversation topics
  22. 22. #SMX #24A @MagsMac Step2:Createyourstrategy
  23. 23. #SMX #24A @MagsMac Let’s put the breaks on here.
  24. 24. #SMX #24A @MagsMac To break through. To matter. To ignite conversations... You must DEFINE YOUR SPIRIT.
  25. 25. #SMX #24A @MagsMac You need three types of content
  26. 26. #SMX #24A @MagsMac Plan for unbridled success!
  27. 27. #SMX #24A @MagsMac Success looks different for every brand. What metrics will you be looking at?
  28. 28. #SMX #24A @MagsMac Step3:IgniteConversations
  29. 29. #SMX #24A @MagsMac Hire the most amazing writers as brand ambassadors.
  30. 30. #SMX #24A @MagsMac Assign a dedicated team.
  31. 31. #SMX #24A @MagsMac Know exactly who is responsible for what.
  32. 32. #SMX #24A @MagsMac mmiagency.com/smx-­‐west     Publication checklist letstalk@mmiagency.com | 713.929.6900 | mmiagency.com Content Marketing QA & Distribution Form Title: __________________________________________________________________________________________ Writer: _______________________ QA Date: ___________________ Publish Date: _____________________ Content Type: ___ Blog Post ___ How-To Guide ___ FAQ ___ News Post ___ Calendar Event ___ Tumblr Post ___ Team Member Spotlight ___ Coupon/Promotion ___ SEO Keyword Article Blog Address: __________________________________________________________________________________ Keywords: _________________________________________ _________________________________________ _________________________________________ _________________________________________ Video(s): [ ] ____________________________________ _________________________________________ NOTES: _________________________________________ _________________________________________ _________________________________________ _________________________________________ _________________________________________ _________________________________________ Tags (if applicable): _________________________________________ _________________________________________ _________________________________________ Word Count: _____ QA Person 1: _____________________ QA Person 2: _____________________ Final Approval: ____________________ OSCAR Content Syndication Process Owned Sites _______________________________________________ _______________________________________________ Social Media [ ] Twitter ______ over _______ days/weeks/mos [ ] Facebook [ ] Instagram [ ] Pinterest [ ] Google + [ ] Other _______________________________________________ _______________________________________________ Community Commenting (Article Comments/BBSs/QA Sites) _______________________________________________ _______________________________________________ _______________________________________________ Article and Knowledge Sites (Internal or External) _______________________________________________ _______________________________________________ Redistribution (Other brand sites to use this content) _______________________________________________ _______________________________________________
  33. 33. #SMX #24A @MagsMac Have your tools ready to go. Have your tools ready to go.
  34. 34. #SMX #24A @MagsMac
  35. 35. #SMX #24A @MagsMac Always be ready to move.
  36. 36. #SMX #24A @MagsMac High  organic  reach  =  amplify   Heavy  website  traffic  =  amplify     Key  cultural  moment  =  amplify           Look for opportunities to amplify
  37. 37. #SMX #24A @MagsMac Step4:Reviewandrefresh
  38. 38. #SMX #24A @MagsMac Assess your success
  39. 39. #SMX #24A @MagsMac Social media + content for awareness versus conversion Awareness metrics Conversion metrics Reach/Impressions   Engagement   Mentions   Clicks/CTR   Site  Traffic   Brand  Awareness   Sentiment   Leads   Checkouts   Conversion  Rate   Average  Order  Value   Cart  Abandonment  Rate   Customer  Retention  Rate   Customer  LTV  
  40. 40. #SMX #24A @MagsMac Fail fast. Fail forward.
  41. 41. #SMX #24A @MagsMac •  Knowyourbrandvoice •  Chartyourcoursewithdata,butletyourheartleadtheway •  Rallyaroundcontentthatrepresentswhoyouare •  Developarelationshiponsocialmediathatallowsyouto gleanevenMOREdatafromyourconsumerthatallows youtopersonalizetheirexperience •  Convertsocialsensationsintocontentopportunities  Takeaways
  42. 42. #SMX #24A @MagsMac SEE YOU AT THE NEXT #SMX THANK YOU!

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