sem san diego: search & social w gary ware
DESCRIPTION
Some best practices on integrating search & social into your digital marketing program.TRANSCRIPT
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Search & SocialGary Ware
Director, Digital Experience
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What we will cover:
• Consumer decision journey
• Understanding each channel
• Integrating multi-channel plan
• About i.d.e.a.
• Q&A
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The Consumer Decision Journey
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Decision Journey Before…
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Decision Journey Now…
76% of Consumers Start Research Outside of a Brand’s Site
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Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)
Multi-Channel Strategy is Key Consumer Activation
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Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)
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Understanding Each Channel
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Convergence of Media Channels
Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
Traditional Ads
Corporate ContentOrganic
SponsoredCustomer
PromotedBrand
Content
Brands that
ask for shared
Press Coverage
Social Shares
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Search is Key in all Stages of the Funnel
• Intercept new users
• Assist with consideration phase
• Directional search
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Social Plays a Big Part in Awareness Stage• Community building
• Engaging content (conversation starters)
• Influence new customers
• Promote brand advocacy
• Improve search visibility
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Utilize Insights to Improve Each Channel
• Understand the voice of the customer
• Understand Audience Pain Points
• Keywords!
• Test potential messaging
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Integrating a Multi-Channel Plan
“Life is about taking action, and your work is not driving action, you need to stop & reboot.”
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-Some Wise Man
95% Planning5% Execution
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Strategy & Planning
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• Identify key consumer touch-points (channels)
• Develop goals aligned with business objectives
• Develop content that lives across platforms
• Unified keyword strategy
• KPI’s per channel
Avoid Shiny Object
Syndrome
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Use a Value Chain Approach
Source: Forrester
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Use Analytics To Guide Decisions
Campaign Execution
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• Aligned content across channels
• Real-time adjustment
• Channel flexible
• Influencer relations
Develop Engaging Content
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Start a Movement
TeachableMoments•1 million purchase alerts delivered to parentsacross the US
Movingpeople.
FantasticPlastic•New card signups rosefrom under 50 to nearly1,000 per day
Movingproducts.
SpendingResponsibly•2012 Paybefore Awards Winner: Best YouthPrepaid Program
Movingculture.
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Analysis & Measurement• Utilize analytics for
continued improvement of channels
• Qualitative & quantitative data
• “So What?”
• Multiple data sources• Web Analytics• Social Listening• Competitive Analysis
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Attribution modeling
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Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
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i.d.e.a
i.d.e.a.i.d.e.a. is isa progressive creative a progressive creative communications leader.communications leader.
i.d.e.a.i.d.e.a. is isa progressive creative a progressive creative communications leader.communications leader.We deliver smart, right-sized ideas that live in all the unique places consumers play.Consumers move fast, and so do we, to propel our partners forward and make brands matter.
We We movemoveWe We movemove
people,people,productsproductsand and culture.culture.
people,people,productsproductsand and culture.culture.
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Brand Partner
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Strategy
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Questions?