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Paid Search & Social: The Ultimate Knock-Out Punch By Maggie Malek

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 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

Publié dans : Marketing
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Paid Search & Social: The Ultimate Knock-Out Punch By Maggie Malek

  1. 1. #SMX #14B @MagsMac Maggie Malek, Head of Social at MMI Agency Paid Search & Social: The Ultimate Knock-Out Punch
  2. 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. 3. #SMX #14B @MagsMac •  300 tickets. •  30 days. •  One tiny budget. Paid search + Social… Before it was cool.
  4. 4. #SMX #14B @MagsMac We know it drives ad efficiency.
  5. 5. #SMX #14B @MagsMac So that is NOT what I am going to talk about today.
  6. 6. #SMX #14B @MagsMac People > Efficiency
  7. 7. #SMX #14B @MagsMac once upon a time…
  8. 8. #SMX #14B @MagsMac the new consumer landscape
  9. 9. #SMX #14B @MagsMac Old ways won’t open new doors.
  10. 10. #SMX #14B @MagsMac data scientists mathematicians analytics experts dreamers Doers storytellers influencers innovators rebels thinkers creators leaders pioneers makers
  11. 11. #SMX #14B @MagsMac It’s time to change the conversation.
  12. 12. #SMX #14B @MagsMac •  Increase visibility to key new audiences •  Utilize existing customers’ networks to build awareness through social endorsement •  Educate onservice offerings •  Drivewebsitetraffic andnewtconsumers intothesalesfunnel •  Improve search engine optimization (SEO) to enhance searchability •  Improve brand perception in consideration set •  Capturedirectcustomer feedbackandmarketinsights •  Resolvecustomerservice issuesefficiently •  Buildbrandtrustand customerloyalty Awareness Consideration Decision Retention The role of search and social.
  13. 13. #SMX #14B @MagsMac To break through the noise, To ultimately change hearts and minds, Brands must design for experiences from the outset.
  14. 14. #SMX #14B @MagsMac Design to create THIS.
  15. 15. #SMX #14B @MagsMac So, why can’t we figure it out?
  16. 16. #SMX #14B @MagsMac Two main roadblocks: Staffing + Data
  17. 17. #SMX #14B @MagsMac •  Brand + Agency collaboration •  Brand + Agency + Agency collaboration •  Brand + One Agency Team of Generalists •  Brand + Agency + Agency + Data Management Staffing models
  18. 18. #SMX #14B @MagsMac Plan for unbridled success!
  19. 19. #SMX #14B @MagsMac Ideal timeline 01 Agency/Partner Kick off 02 Analytics Access 03 Agencies Create Strategies 04 Brand Review & Approval 05 Final All-Agency Alignment 06 Launch & Optimization
  20. 20. #SMX #14B @MagsMac Kick off: Teams Paid ! Social Brand Organic Social Paid ! Search Organic Search
  21. 21. #SMX #14B @MagsMac Kick off: Brand provides Inputs required Business Objectives Customer Data & Insights Marketing Objectives Specific Campaign Objectives Available Competitor Data
  22. 22. #SMX #14B @MagsMac Kick-off: Search and Social Teams Search Team Provides Social Team Provides Search Query Reporting on existing Paid Search Demographic data by platform Organic search traffic reports Historical social ad conversion reporting Website demographic information Creative successes Paid Search Demo & Geo information Demographic breakdown by campaign Historical conversion data Social sentiment data by platform Device info (mobile vs desktop) Any online share of voice data Time of day Social media editorial calendar Any existing search KPIs Organic Social KPIs Top performing ad copy clicks or by CTR Seasonality trends Website content editorial calendar
  23. 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. 24. #SMX #14B @MagsMac Back to designing for experience.
  25. 25. #SMX #14B @MagsMac How do we do it?
  26. 26. #SMX #14B @MagsMac Steps 1.  Discovery 2.  Campaign Creation 3.  Optimize! steps
  27. 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. 28. #SMX #14B @MagsMac step 1: Discovery
  29. 29. #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
  30. 30. #SMX #14B @MagsMac Other data to (PLEASE) consider. •  Customer survey data •  Focus groups •  Media consumption •  121 Interviews with stakeholders •  Sales data •  Overall SOV analysis
  31. 31. #SMX #14B @MagsMac Overall Search Behavior
  32. 32. #SMX #14B @MagsMac Finalize your personas Shell Houston Open Target Personas: Families Avid Golf Fans Millennials
  33. 33. #SMX #14B @MagsMac step 2: Campaign Creation
  34. 34. #SMX #14B @MagsMac Metrics for awareness vs conversion •  Reach/Impressions •  Engagement •  Mentions •  Clicks/CTR •  Site Traffic •  Brand Awareness •  Sentiment Conversion metrics •  Leads •  Checkouts •  Conversion Rate •  Average Order Value •  Cart Abandonment Rate •  Customer Retention Rate •  Customer LTV Awareness metrics
  35. 35. #SMX #14B @MagsMac Finalize what you are going to say What are they asking? 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?
  36. 36. #SMX #14B @MagsMac Influencer Identification tonyfinaugolf oscarfraustro fabiangomezgolf tvangolf tigerwoods ianjamespoulter westwoodlee bubbawatson rickiefowler paul_casey huntermahan justinrose99 thesergiogarcia aaronbadds mcilroyrory djohnsonpga jasondufnerhenrikstenson jordanspieth bkoepka grilloemiliano brandtsnedeker jimbogolf1 donaldsonjamie lukedonald graeme_mcdowell f_molinari jaketrout zachjohnsonpga danny_willett thorbjornolesen keegan_bradley vdubush k_kisner williammcgirt darrenclarke60 brandengrace mickelsonhat louis57tm andysvoboda bowdo83 smyliekaufman10 chris_kirk_ webbsimpson1 shanelowrygolf jbholmesgolf erikcompton3 johnsendengolf camtringalepga brendontodd thebig_easy freddiejac therealstrebber garywoodland russhenleygolf dlingmerth jameshahnpga preedgolf justinthomas34 pkizzire harris_english scottpiercypga jimmywalkerpga jdaygolf anirbangolf bhaasgolf jasbohn brendan_steele billyho_golf dukepga danielberger59 homelesshubbs harmanbrian ca_schwartzel ryanmoorepga rcabrerabello elkpga mkaymer59 gcoetzeegolf bwiesberger jacovanzylgolf thatton91 ryanpalmerpga thomas_pieters chris3wood tommyfleetwood1 thongchaijaidee andysulligolf rooknox marcwarrengolf kristoffer0801 joostluiten dannygolf72 johnson_wagner kiradech stephenamespga •  Channel usage •  Common language •  Shared connections
  37. 37. #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
  38. 38. #SMX #14B @MagsMac You can’t just look at scalable social channels.
  39. 39. #SMX #14B @MagsMac Millennials 0 10,000 20,000 30,000 40,000 50,000 60,000 U.S. Mobile App Unique Visitors
  40. 40. #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 •  Sites: •  SEM •  GDM •  Native •  Facebook •  Twitter •  Snapchat •  YouTube •  Pandora
  41. 41. #SMX #14B @MagsMac
  42. 42. #SMX #14B @MagsMac step 3: Optimize!
  43. 43. #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 time on site increased? What does social traffic do on your website? Where is traffic coming from? Has your share of voice increased?
  44. 44. #SMX #14B @MagsMac Reserve budget for key cultural moments! Budget
  45. 45. #SMX #14B @MagsMac Optimize to create a better brand experience. THAT is how you will meet your objectives.
  47. 47. #SMX #14B @MagsMac Fail fast. Fail forward.
  48. 48. #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