#SMX #14B @MagsMacMaggie Malek, Head of Social at MMI Agency

Paid Search & Social: The Ultimate Knock-Out Punch

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• 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

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• 300 tickets. • 30 days. • One tiny

budget.

Paid search + Social… Before it was cool.

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We know it drives ad efficiency.

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So that is NOT what I am going to talk about today.

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People > Efficiency

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Once upon a time…

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the new consumer landscape

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Old ways won’t open new doors.

#SMX #14B @MagsMac

data scientistsmathematici

ansanalytics experts dream

ers

Doers

storytellers

influencers

innovators

rebels

thinkers

creators

leaders

pioneers

makers

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It’s time to change the conversation.

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• 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

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To break through the noise, to ultimately change hearts and minds, brands must design for experiences from the outset.

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Design to create THIS.

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So, why can’t we figure it out?

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Two main roadblocks: Staffing + Data

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Staffing models

• Brand + Agency collaboration• Brand + Agency + Agency

collaboration• Brand + One Agency Team of

Generalists• Brand + Agency + Agency + Data

Management

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Plan for unbridled success!

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Ideal timeline01

Agency/Partner Kick off

02

Analytics Access

03

04

Brand Review & Approval

05

Final All-Agency Alignment

06

Launch & Optimization

Agencies CreateStrategies

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Kick off: Teams

Paid Social

Brand

Organic Social

Paid Search

Organic Search

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Kick off: Brand provides

Inputs requiredBusiness ObjectivesCustomer Data & InsightsMarketing ObjectivesSpecific Campaign ObjectivesAvailable Competitor Data

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Kick-off: Search and Social TeamsSEARCH TEAM PROVIDESSearch Query Reporting on existing Paid SearchOrganic search traffic reportsWebsite demographic informationPaid Search Demo & Geo informationHistorical conversion dataDevice info (mobile vs desktop)Time of day Any existing search KPIsTop performing ad copy clicks or by CTRSeasonality trendsWebsite content editorial calendar

SOCIAL TEAM PROVIDESDemographic data by platformHistorical social ad conversion reportingCreative successesDemographic breakdown by campaignSocial sentiment data by platformAny online share of voice dataSocial media editorial calendarOrganic Social KPIs

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Ongoing data sharingSEARCH 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)

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Back to designing for experience.

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How do we do it?

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Steps

1. Finalize success metrics2. Discovery 3. Campaign Creation4. Optimize!

Steps

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Steps

Goals:1. Reach new audiences2. Drive tickets sales3. Increase on-site revenue

Example Case Study: Shell Houston Open

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Metrics for awareness vs conversion

• Reach• Views

• Shares• Likes/follows• Clicks• Coupon

downloads• Data sharing• SOV studies• Social listening• Referrals

• Clicks• Content views• Engagement• Likes & follows• SOV studies

• Conversions• Coupon

redemption• Tracking tags

Awareness Consideration Preference Purchase

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step 1: Discovery

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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

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Overall Search Behavior

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Use listening tools toidentify 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

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Other data to (PLEASE) consider.

• Customer survey data• Focus groups• Media consumption • 121 Interviews with stakeholders • Sales data• Overall SOV analysis

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Finalize your personas

Shell Houston Open Target Personas:

Families Avid Golf Fans

Millennials

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step 2: Campaign Creation

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You can’t just look at scalable social channels. Higher opportunity for

Organic Reach

Broadening

Appealing/

Bigger

Lower Opportunity for Organic Reach

NicheAppealin

g/Smaller

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Millennials

Faceb

ook

YouT

ube

Pand

ora Rad

io

Faceb

ook M

essen

ger

Google

Play

Google

Searc

h

Google

Maps

Instag

ram

Gmail

iTune

s Rad

io/iClou

d

Yaho

o Stoc

ks

Apple M

aps

Snap

chat

Twitte

r

Yaho

o Wea

ther W

idget

0

10,000

20,000

30,000

40,000

50,000

60,000

U.S. Mobile App Unique Visitors

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Finalize what you are going to sayLet the head lead the way.

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?

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Our final Shell Houston Open campaignTarget: Millennials• Initial Keywords & Topics for testing: Charity, Houston,

Giving, Golf, Tickets, NCAA Final Four, top 10 PGA TOUR golfers

• Platforms:

Native content

Digital media

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268

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step 3: Optimize!

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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?

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Reserve budget for keycultural moments!

Budget

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Optimize to create a better brand experience. THAT is how you will meet your objectives.

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Fail fast. Fail forward.

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• 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

#SMX #14B @MagsMacLEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX