Performics SVP of Communications Planning Jon Wegman brings to light the true meaning behind "performance marketing" in his June presentation at an L2 event. Learn how to harness actions through observing, measuring, analyzing and applying data to drive results.
2. Activating Data to Drive Performance
Performance
marketing is
achieved through
harnessing
actions, in
observing,
measuring,
analyzing and
applying data to
drive results.
Performance
Participation
Participant Brand
3. CPCs are 47% less on mobile than on desktop
Instagrammed 3 photos
14 likes and counting
Already
lost 52
minutes
of epic
road trip
Using mobile device to solve
problem, not find a brand
The most
expensive
state for
car
insurance
is New
Jersey
The least
expensive
state for
car
insurance
is Ohio
Intrinsic Links Between Social & Search
5. Both Are Grounded in Evolving Formulas
EdgeRank PageRank
u is dependent on the PageRank values for each page
v contained in the set Bu (the set containing all pages linking to
page u), divided by the number L(v) of links from page v
6. The Rise of the Human Algorithm
We are increasingly seeking out context-rich results
New “People-Powered” Platform integrations
Social content is highly influential for engine ranking
- Amazon Reviews, RatemyFood, TripAdvisor
- Facebook Graph Search, Bing Social Results Sidebar
- Timing, Relevancy, Links, Click-Through, etc..
8. 0010101010010010101001010
0000011101010110101001000
10
Community
Management
Brand
Identity
UGC/
Reviews
How frequently should I be posting and
responding? How do I deal with crisis if
something goes wrong?
Is my brand identity consistent across all our
social content on the web?
What content exists about my brand and what customer needs are we
meeting?
SERP
Optimization
Website
Integration
Social
Presence
Paid
Media
What types of social results are
appearing on Google, Bing?
Does our website empower / allow
users to share content?
Does my brand have a presence
on all of the relevant platforms?
Are our feeds, links, and reviews
appearing to prospective customers?
Content
Creation
What content / feedback is being
created on behalf of my brand?
Social
Signals
ROI /
Evaluation
Network
Analysis
How do insights apply across channels and
departments? How do we amplify?
What actions are we tracking and what
is the ROI of social?
How do we use social data for
modeling behavior / action?
What are our social signals and how do I
activate/increase them?
Channel
Strategy
9. Indirect
Influence Local + Nearby Info
Social Media as a “Search” Prism
User-Generated ContextSearch PrismSearcher
Directed Intent
SERP(s)
Native Site(s)
Social Platform(s)
Indirect Influence
10. UGC: User-Generated Context
(Social Media)
UGC: User Generated Context
(How Social Influences us to Decide or Act)
x(Paid, Earned or Owned Impressions)
(Social Content)
(Paid, Earned or Owned Expressions)
11. Spends approximately270 hours
per month on flights
Uses
Facetime to
chat with 20
month old
daughter
Touches down
most frequently
LGA | SFO |
LHR
Clickstream
analysis shows
brand
preferenceby
destination
Most often
searches
for
Zagat rated
restaurants
over 20
Search Prism in Action
16. Why owning your content is important
SERP(s)
Native Site(s)
Social Platform(s)
49
61
k
k
Avg. Monthly Searches
Avg. Monthly Searches
BRAND TERMS
- Philips electric toothbrush
- Best Philips electric toothbrush
- Philips Sonicare
- Philips Sonicare toothbrush
- Electric toothbrush
- Best toothbrush
- Best electric toothbrush
- Best cheap electric toothbrush
NON-BRAND TERMS
Source: Comscore 2014
21. Why Social Search Matters in the Long Run
Source: Experian Hitwise: Referring site traffic from social platform (not individual brand pages)
0%
5%
10%
15%
Facebook
Referrals
Google+
Referrals
Pinterest
Referrals
Twitter
Referrals
YouTube
Referrals
Facebook
Referrals
Google+
Referrals
Pinterest
Referrals
Twitter
Referrals
YouTube
Referrals
September October
Referring click traffic (of total site clicks) to each site from the respective social platform
Kohl's JCP Macy's Nordstrom Target
Nordstrom driving ~12-15 of total site traffic from Social Platforms
22. Searches for store
increase by 33%
Average online
sale $45
Find her where
she’s active
Fall campaign ads drive 9
million impressions
Women
aged 19-29
value price
over brand
Number of people
currently in store
1,209 active SKUs on display
Location: Traverse City, MI
Next nearest location 13.6 milColumbus Day is in two days
Schools may have day off
Recent searches
Coupon website
Leather jacket customer review
Top fall trends for 2014
What you can do about it
23. Community
Management
Brand
Identity
UGC/
Reviews
How frequently should I be posting and
responding? How do I deal with crisis if
something goes wrong?
Is my brand identity consistent across all our
social content on the web?
What content exists about my brand and what customer needs are we
meeting?
SERP
Optimization
Website
Integration
Social
Presence
Paid
Media
What types of social results are
appearing on Google, Bing?
Does our website empower / allow
users to share content?
Does my brand have a presence
on all of the relevant platforms?
Are our feeds, links, and reviews
appearing to prospective customers?
Content
Creation
What content / feedback is being
created on behalf of my brand?
Social
Signals
ROI /
Evaluation
Network
Analysis
How do insights apply across channels and
departments? How do we amplify?
What actions are we tracking and what
is the ROI of social?
How do we use social data for
modeling behavior / action?
What are our social signals and how do I
activate/increase them?
Channel
Strategy
24. 24
SITE
SERP
OPTIMIZATION
WEBSITE
INTEGRATION
SOCIAL
PRESENCE
PAID
MEDIA
Content Tagging & Optimization: text, images, videos, blogs, microblog, podcasting, review & ratings, social networking
Local visibility: Google+ Local / Map Pack / Facebook Nearby
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships, Brand Affiliations, Offers / Exclusives
Peer trust, reviews, recommendations, suggestions, community, popularity
Customer service experience, Accessibility (device screen)
Cross-device usability / Responsive design
Micro-Formating (Schema.org)
Accessibility (app store links, device, cross- screen)
Convenience (store locations nearby and inventory)
Affordability (quality and price)
Links to owned social channels & competitors :Facebook, Twitter, YouTube, Google+, Tumblr, Instagram, Pinterest…
Social Plug-ins for share-ability Open Graph (social sign-in)
About Section Information: NAP (name, address, phone number). Website URL, Links to other social channels, Locations
Popularity, Tweets, Followers, Following, Likes, +1, pins…
Sponsored Stories / Reviews
& Ratings
Targeting / Re-Targeting
Popularity, Tweets, Followers,
Following, Likes, +1, pins…
Relevancy – Hyper Targeting / Re-
Targeting
Exclusive / Offers
Reviews & Ratings
25. 25
CONTENT
CREATION
BRAND
IDENTITY
UGC /
REVIEWS
COMMUNITY
MANAGEMENT
Content quality, quantity & type:
text, images, videos, blogs,
microblog, review & ratings
Tagging / Tittle / Description
Topic Keyword / Relevancy
Page specific engagement (clicks,
likes, shares, tweets, pins, +1)
Check-ins (location check-ins)
Inbound / Outbound Linking (Twitter)
Frequency / Relevancy
Customer service relationship
-
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships
Content Quality, quantity, & type : text, images, videos, blogs, microblog, podcasting, Peer trust,
Reviews, recommendations, Authenticity, offers / exclusive content
Mobile access/convenience – Social Log in
On-Site Reviews – frequency,
relevancy, rankings
Link-Building (organic
outreach)
Referrals
Content posting frequency from/by community manager and peers
RE’s: Re-sharing, content + links
Multicultural / Language Selection
Joining / community /membership
26. 26
SOCIAL
SIGNALS
ROI
EVALUATION
NETWORK
ANALYSIS
CHANNEL
STRATEGY
Uploading / Sharing photos/videos
Live streaming of social feeds
Creating and sharing reviews: Post-purchase review, Post-purchase sharing
Social referrals
Testimonials
Content / Participation Audit
Social / SERP Audit
Conversion Optimization, –buy, click, submit
Cross-Channel Attribution Modeling
KPI Identification / Influence
Tagging/hashtag/@mentions
Look-a-likes
Recommendations / Connections
Click-Stream Analysis
Budget / Flighting
Prioritization / Platforms
Paid Ads (site links, beta testing, social listing influence, ad copy, keywords, campaigns)
Paid social ads (performance media, media buying based on reach)
Keyword Trending - to influence
Social CTR and SERP ranking
Re:s- clicks, likes, shares, tweets,
pins, +1
Link Building (social organic
outreach)
Open Graph Application /
Customization
R&D / Feedback / LoyaltyDownloading content
On-site search
Social Listening /Brand Monitoring
Dynamic Personas
Influencer Mapping
Media / Platform Ranking
Network Modeling
27. Top 3 takeaways from the Social Search Prism
THANK
YOU
Social is ever-evolving, so fluid (and collective) intelligence around
measurement, KPIs and cross-department alignment become critical.
Modeling the attribution of social assets (outside of social platforms)
can be the “missing link” to proving social ROI.
Social Signal audits can be performed to identify key channels, missed
opportunities, competitive positioning, and engagement gaps.
Jon Wegman
SVP, Comms Planning
+1 404-293-8669
jon.wegman@performics.com
How do we identify / measure our social footprint?
What is brand / user-generated context influencing?
What are the performance effects of our social presence?
Notes de l'éditeur
As Social, Mobile and Search grow over the next couple years, it’s important that we think about the content, the signals, the information and the behavior that will be impacting each other. Each of these is intertwined and can’t be viewed as a stand alone channel or else your marketing will be severly fragmented.
At it’s core, search and social have grown up very much alike. Both with algorithms of some sort that evolve over time – helping the engines to better connect the right people with the right content at the right time. What we’ve seen in recent years is that specific algorithms of Google Search – play favorites and prioritize brand content and behaviors that are occurring originally in traditional social platforms.
Here’s a view from the Marketer’s perspective. Things that we think about are not just specific to independent platforms (like Search or Social) – but rather the interplay of them.
For example: Everything from WHERE are you present in social to HOW MUCH are you spending in PAID MEDIA to HOW is social integrated into ecommerce – all of these things are impacting the integration of how and when social and search are playing together.
Here’s a view from the Marketer’s perspective. Things that we think about are not just specific to independent platforms (like Search or Social) – but rather the interplay of them.
For example: Everything from WHERE are you present in social to HOW MUCH are you spending in PAID MEDIA to HOW is social integrated into ecommerce – all of these things are impacting the integration of how and when social and search are playing together.
Where can I find your brand? How easy is it to filter results and look for information? Are you optimized and integrated for social? What platforms are you active on?
How are you excelling participation and performance in the digital space? How is the network reacting? What type of content & experiences drive customers to engage?
What are you doing to ensure continued word of mouth? What does success look like? How are you tracking KPIs? What is your strategy for re-contact and amplification?