#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 opennew doors.

#SMX #14B @MagsMac

data scientistsmathematicians

analytics experts dream

ers

Doers

storytellers

influencers

innovators

rebels

thinkers

creators

leaders

pioneers

makers

#SMX #14B @MagsMac

It’s time to change the conversation.

#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 tconsumers 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.

#SMX #14B @MagsMac

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: Data + Staffing

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• Same team• Two teams• One Data

Translator + BIC Teams

Staffing: Three Options

search social

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We take a database approach.

• Bird’s eye view: Normalized dataPLUS…• For the practitioners: Insights by

platform

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Back to designing for experience.

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How do we do it?

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Steps

1. Discovery 2. Campaign Creation3. 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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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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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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Overall Search Behavior

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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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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

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Finalize what you are going to sayWhat 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?

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Influencer Identification• Channel usage• Common

language• Shared

connections

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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

#SMX #14B @MagsMac

You can’t just look at scalable social channels.

#SMX #14B @MagsMac

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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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

• Sites:• SEM • GDM• Native • Facebook

• Twitter• Snapchat• YouTube • Pandora

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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 time on site 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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Empower and organize teams…CORPORAT

E HQ

PR TEAM

DIGITAL TEAM

ECOMMERCE TEAM

MARKETING MANAGER

MEDIA AGENCY

PRAGENCY

SOCIAL MEDIA AGENCY

CREATIVE

AGENCY

COMMUNITY MANAGER

GRANULAR RIGHTS MANAGEMENT | SEAMLESS WORK FLOW | BENCHMARKING | SINGLE ASSET LIBRARY

Open Media

MobileDATA

PAID ADVERTISINGCONVERSATIONS

DRIVES CONTENT

Leverage technology…Optimize results and repeat.

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Fail fast.Fail

forward.

#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

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THANK YOU! SEE YOU AT THE NEXT #SMX