From the SMX East Conference in New York City, September 27-29, 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
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Paid Search & Social: The Ultimate Knock-Out Punch By Maggie Malek
1. #SMX #14B @MagsMac
Maggie Malek, Head of Social at MMI Agency
Paid Search & Social: The Ultimate
Knock-Out Punch
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. #SMX #14B @MagsMac
• 300 tickets.
• 30 days.
• One tiny budget.
Paid search + Social… Before it was cool.
12. #SMX #14B @MagsMac
• Increase visibility to
key new audiences
• Utilize existing
customers’ networks
to build awareness
through social
endorsement
• Educate on service
offerings
• Drive website traffic
and new consumers
into the sales funnel
• Improve search
engine optimization
(SEO) to enhance
searchability
• Improve brand
perception in
consideration set
• Capture direct
customer feedback
and market insights
• Resolve customer
service issues
efficiently
• Build brand trust and
customer loyalty
Awareness Consideration Decision Retention
The role of search and social
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)
42. #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 average session duration increased? What does social traffic do on your website?
Where is traffic coming from? Has your share of voice increased?
46. #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