Pubcon Las Vegas 2016: Content, Search and Social Interplay

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Head + HeartIntegrating Search & Social to Create Winning Content

Maggie Malek, Head of Social at MMI Agency

@MagsMac | @MMIAgency |

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• Started with GeoCities• Sports marketing• Traditional PR

•now? Social media + experience junkie

Maggie Malek Head of PR and Social


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Consumers have a natural ad block.


Team structure+ communicationis my JAM...

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Consumers have a natural ad block.


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Once upon a time…

Search Social


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The new consumer landscape


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To break through, brands have to stop shouting and start listening.


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Winning brands will ignite authentic conversations.


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Conversations that ultimately change consumers’ hearts and minds.


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Identify (or create) moments that matter.


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Design content that inspires THIS.


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search socialwinningcontent

Our approach

head heart


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It’s a closed loop


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”Secret” sauce = flexibility + willingness

to fail.


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Steps

1. Start with data.2. Create a content strategy.3. Don’t forget relevance and context! 4. Ignite conversations and amplify.5. Experiment, measure, repeat!

Steps


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Let’s put the brakes on here.


#pubcon@MagsMac | @MMIAgency |

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step 1: Start with data.


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Ideal timeline

01

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: Brand provides

Inputs requiredBusiness ObjectivesCustomer Data & InsightsMarketing ObjectivesSpecific Campaign ObjectivesAvailable Competitor Data


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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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• What are people searching for in the privacy of their own Google search box?

• What questions are they asking?• What trends are you seeing?

Lead with the head.


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Remember: But Google isn’t the only place people are searching.

• Facebook Open Graph• YouTube search• Amazon products and reviews• Twitter search• Instagram hashtags• And the list goes on.


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• What are people saying about your product to their friends?

• How are they interacting with your competitors?

• What customer service issues are they having?

• What type of content gets the most engagement?

Let the heart provide context.


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step 2: Create a content strategy.


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Plan for unbridled success.


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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 Preferenc

e Purchase


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Pick your channels.


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step 3: Relevance and context!


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You need three types of content.• hero

Large-scale, tent-pole events or “go-big” moments designed to raise broad awareness

• hubRegularly scheduled “push” content designed for your prime prospect

• hygieneAlways-on “pull” content designed for your core target


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mmiagency.com/pubcon2016

Publication checklist


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• Identify collaborators on each team.

• Establish a cadence to data share.

Including data review


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Ongoing data sharing

SEARCH DATA SOCIAL DATAPaid 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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Step 4: Ignite conversations and amplify.


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Assign a dedicated team.


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Hire the most amazing writers as brand ambassadors.


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Know exactly who is responsible for what.


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Have your tools ready to go.


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Always be ready to move.


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• High organic reach = amplify• Heavy website traffic = amplify • Key cultural moment = amplify

Look for opportunities to amplify


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step 5: Experiment, measure, repeat!


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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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Assess your success


#pubcon@MagsMac | @MMIAgency |

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And REMEMBER!


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Fail fast. Fail forward.


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• Know your brand voice.• Chart your course with data, but let your heart

lead the way.• Rally around content that represents who you

are.• Develop a relationship on social media that

allows you to glean even MORE data from your consumers to personalize their experience.

• Convert social sensations into content opportunities.

Takeaways


Pubcon Las Vegas 2016: Content, Search and Social Interplay

Marketing

Transcript of Pubcon Las Vegas 2016: Content, Search and Social Interplay