paid search & social: the ultimate knock-out punch by maggie malek
TRANSCRIPT
#SMX #14B @MagsMac
Maggie Malek, Head of Social at MMI Agency
Paid Search & Social: The Ultimate Knock-Out Punch
#SMX #14B @MagsMac
• StartedonGeoCities...• Majoredin”Traditional”PR
• Fellinlovewithsocialnow?It’sallaboutcreatingexperiences.
MaggieMalekHeadofPR&Social
#SMX #14B @MagsMac
datascientists
mathematiciansanalyticsexperts
dreamers
Doers
storytellers
influencers
innovators
rebels
thinkers
creators
leaders
pioneers
makers
#SMX #14B @MagsMac
• Increasevisibilitytokeynewaudiences
• Utilizeexisting
customers’networkstobuildawarenessthroughsocialendorsement
• Educate on service offerings
• Drive website traffic
and new tconsumers into the sales funnel
• Improvesearchengineoptimization(SEO)toenhancesearchability
• Improvebrand
perceptioninconsiderationset
• Capture direct customer feedback and market insights
• Resolve customer service
issues efficiently • Build brand trust and
customer loyalty
Awareness Consideration Decision Retention
Theroleofsearchandsocial.
#SMX #14B @MagsMac
Tobreakthroughthenoise,Toultimatelychangeheartsandminds,
Brandsmustdesignforexperiencesfromtheoutset.
#SMX #14B @MagsMac
• Brand+Agencycollaboration• Brand+Agency+Agencycollaboration• Brand+OneAgencyTeamofGeneralists• Brand+Agency+Agency+DataManagement
Staffingmodels
#SMX #14B @MagsMac
Idealtimeline
01Agency/PartnerKickoff 02AnalyticsAccess
03AgenciesCreateStrategies 04BrandReview&
Approval
05FinalAll-AgencyAlignment 06Launch&
Optimization
#SMX #14B @MagsMac
Kickoff:Brandprovides
Inputsrequired
BusinessObjectives
CustomerData&Insights
MarketingObjectives
SpecificCampaignObjectives
AvailableCompetitorData
#SMX #14B @MagsMac
Kick-off:SearchandSocialTeamsSearchTeamProvides SocialTeamProvides
SearchQueryReportingonexistingPaidSearch Demographicdatabyplatform
Organicsearchtrafficreports Historicalsocialadconversionreporting
Websitedemographicinformation Creativesuccesses
PaidSearchDemo&Geoinformation Demographicbreakdownbycampaign
Historicalconversiondata Socialsentimentdatabyplatform
Deviceinfo(mobilevsdesktop) Anyonlineshareofvoicedata
Timeofday Socialmediaeditorialcalendar
AnyexistingsearchKPIs OrganicSocialKPIs
TopperformingadcopyclicksorbyCTR
Seasonalitytrends
Websitecontenteditorialcalendar
#SMX #14B @MagsMac
Ongoingdatasharing
SearchData SocialData
Paidsocialteamhasreadonly/viewaccesstosearchdata(GoogleAnalytics,Adobe/
Omniture,AdWords,Bing,etc.)
PaidsearchteamhasaccesstoSocialAnalytics
Conversionorwebsiteactionsareestablishedandtaggedproperly
PaidsearchteamhasaccesstoanySOVtools(BrandWatch,SproutSocial)
Abilitytoseparateoutpaidandorganicsocialtraffic(Requiressocialteamtouser
propertags)
Linksusedinpaidsocialadsareproperlytagged(Bycampaign,OrganicvsPaidtags)
#SMX #14B @MagsMac
Steps
Goals:
1. Reachnewaudiences
2. Driveticketssales3. Increaseon-siterevenue
ExampleCaseStudy:ShellHoustonOpen
#SMX #14B @MagsMac
Steps
Discovery:UnderstandingYourConsumer
SearchEngineData SocialData
Onsitebehavior Typesofengagements
Searchinterest Contextofengagements
Demographics Conversationtrends
Relevantkeywords Interactions
Location ShareofVoice
Device Timeofday
#SMX #14B @MagsMac
Otherdatato(PLEASE)consider.
• Customersurveydata• Focusgroups• Mediaconsumption• 121Interviewswithstakeholders• Salesdata• OverallSOVanalysis
#SMX #14B @MagsMac
Finalizeyourpersonas
ShellHoustonOpenTargetPersonas:
Families AvidGolfFans Millennials
#SMX #14B @MagsMac
Metricsforawarenessvsconversion
• Reach/Impressions• Engagement• Mentions• Clicks/CTR• SiteTraffic• BrandAwareness• Sentiment
Conversionmetrics
• Leads• Checkouts• ConversionRate• AverageOrderValue• CartAbandonmentRate• CustomerRetentionRate• CustomerLTV
Awarenessmetrics
#SMX #14B @MagsMac
Finalizewhatyouaregoingtosay
Whataretheyasking?
Andlettheheartprovidecontext.• Whoisyourconsumer?• Understandyourtheirobjective.• Designcampaignsforintention.
• Whatquestionsareconsumersasking?• Whattrendsareyouseeing?• WhatwasMISSINGfromthedata?
#SMX #14B @MagsMac
InfluencerIdentification
tonyfinaugolf
oscarfraustro
fabiangomezgolf
tvangolf
tigerwoods
ianjamespoulterwestwoodlee
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
williammcgirtdarrenclarke60
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
• Channelusage• Commonlanguage• Sharedconnections
#SMX #14B @MagsMac
Uselisteningtoolstoidentifykeyconversationtopics
FacebookAccountConnecter
FacebookAPIConnecter
FacebookAccountList
FacebookInsightsQuery
FacebookSelectPost
FacebookListComments
FacebookListPosts
ConnecttoAPI
ConnecttoAccount
ListAccounts
GetInsights
SelectaPost
ListAccounts
GetComments
#SMX #14B @MagsMac
Millennials
0
10,000
20,000
30,000
40,000
50,000
60,000
U.S.MobileAppUniqueVisitors
#SMX #14B @MagsMac
OurfinalShellHoustonOpencampaign
Target:Millennials• InitialKeywords&Topicsfortesting:Charity,Houston,Giving,Golf,
Tickets,NCAAFinalFour,top10PGATOURgolfers• Sites:• SEM
• GDM
• Native• Facebook
• Twitter• Snapchat
• YouTube
• Pandora
#SMX #14B @MagsMac
Steps
OpportunitiestoA/BTest
SearchData SocialData
Sociallydrivenkeywordsdrivingconversions? Issearchdrivencopydrivingengagement?
Arenewkeywordspoppingup? Whattimearepeoplemostengaged?
Whichadcopyhashighestengagement? Arepeopleclickingthroughtoyourwebsite?
Whichsocialsitelinksgeneratethemosttraffic? Howdoessocialtrafficconvert?
Hastimeonsiteincreased? Whatdoessocialtrafficdoonyourwebsite?
Whereistrafficcomingfrom? Hasyourshareofvoiceincreased?
#SMX #14B @MagsMac
Empowerandorganizeteams…CORPORATE
HQPR
TEAMDIGITALTEAM
ECOMMERCETEAM
MARKETINGMANAGER
MEDIAAGENCY
PRAGENCY
SOCIALMEDIAAGENCY
CREATIVEAGENCY
COMMUNITYMANAGER
GRANULARRIGHTSMANAGEMENT|SEAMLESSWORKFLOW|BENCHMARKING|SINGLEASSETLIBRARY
OpenMedia MobileDATA
PAIDADVERTISINGCONVERSATIONS
DRIVESCONTENT
Leveragetechnology…
Optimizeresultsandrepeat.
#SMX #14B @MagsMac
• Chartyourcoursewithdata,butletyourheartleadtheway
• Designcampaignsbasedonintentionfirst
• Keepaholisticviewofperformance.
• Keeponebrandvoiceacrossallmedia;owned,earnedandpaid.
• Beagileandflexiblewithmediaandbudgets.
takeaways