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Semelhante a Search and Social Integration
Semelhante a Search and Social Integration (20)
Search and Social Integration
- 2. AGENDA Benefits of integration Some compelling numbers When to integrate Case studies 2
- 3. BENEFITS OF INTEGRATION Like peanut butter and jelly
- 4. SEARCH & SOCIAL IMPACT ON PURCHASE FUNNEL Awareness Consideration Evaluation Buy Paid Social Search Ecommerce & In-Store Audience Learnings Social Reach & Scale Generate Engagement, Demand & Intent DR Social Tools Search to Capture Intent
- 5. THE POWER OF INTEGRATED SEARCH AND SOCIAL Informs Strategy Captures Demand Improves Results Delivers insights Creates efficiencies Encourages fluidity
- 6. HOW BRANDS WIN IN SEARCH AND SOCIAL Benefits of Full Integration: Ability to focus on the consumer, not the channel Fluid channel management Shared insights improving performance of both Efficiencies Streamlined operations Coordinated reporting 6
- 8. SOCIAL BENEFITING SEARCH Analyze Social conversation to develop relevant content on site and for Search ads Grow insights into brand consumers by leveraging data from social followings to inform messaging, keyword buys, site content and other opportunities Optimize outbound Social links for SEO analysis and impact Test messaging within Social first to scale learning quickly then apply to top keywords, ad copy, site content to preserve Search Quality Score and avoid CPC premiums Use Social conversation to build keyword expansions and gain lower CPC’s in search based on limited competition Coordinate between channels to heavy-up SEM based on b real-time Social trends Shift budget from broadest social targets to fully fund increased branded search for 100% SOV 8
- 9. SOME COMPELLING NUMBERS Because data is everything
- 10. S+S INTEGRATION DRIVES RESULTS FOR BOTH CHANNELS Objective: Determine the added benefit when users engage with, click on, advertising in both the Search and Social channels verses one alone Approach: Deploying Xaxis’ DMP technology we capture users click behavior in the user pathway across the Search and Social channels Outcome: There is a measurable lift in rate which users convert when both Search and Social channel’s are in-path verses a single channel path 4.8X lift over Search path engagement only 5.13X lift over Social path engagement only
- 11. ROAS IS 30% HIGHER WHEN SEARCH & SOCIAL ALIGN Source: Kenshoo study, Nov. 2013
- 12. CTR INCREASES 50% WHEN SEARCH & SOCIAL ALIGN Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
- 13. SOCIAL EXPOSURE IS CORRELATED WITH LOWER-FUNNEL SEARCH BEHAVIOR Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
- 15. The Audience-First Shift Moving to Purposeful Content Content A Content C Content B Audience B Audience D Audience E Audience C Audience G Audience B Audience A Audience C Audience A Audience C Audience B Objective Content A Objective Content Objective Content D E F A B C B D G
- 16. Content Distribution Measurement Approach to Deliver Audience-First Efforts Objectives Audiences Actions / KPIs
- 19. • • Limited Scale • • Large Scale High Response Low Response • • • •
- 21. CASE STUDIES In case you don’t believe us
- 22. Social Campaign Measurement Review performance and correlation Social CPA 15% lower than projected 59% increase in search impressions during social campaign, 148% increase month after, 22% increase in search conversions Search budget / pacing reassessment Alignment Search team provided social brief (goal: online form completions) Potential Campaign adjustment (bidding, budgets, keyword mix, Impressions share) Research Social listening and content analysis Defined social audience segments, content topics, and additional search keywords Always On Search SEARCH AND SOCIAL INTEGRATION: INSURANCE
- 23. SOCIAL + SEARCH INTEGRATION: ELECTRONICS Social Listening refines audience and increases engagement rates on Twitter A global electronics manufacturer made a significant investment in Social. Early results were not impressive as campaigns performed below benchmarks. The Social media team introduced a Test & Learn to improve performance. To reach a more qualified and relevant audience, the Social team used the listening tool Radian6 to understand all brand sentiment in order to find additional, aligned keywords The team also reached out to the Search team to utilize top performing Search terms to add to the campaign. Outcome Engagement rates rose by 244%, a 99% increase above benchmarks.
- 24. SOCIAL + SEARCH INTEGRATION: TELECOMMUNICATIONS Social conversation drove effective search recommendation Telecom client was prepping to launch a new device with specific pre determined creative for both search and social • Social strategy included teaser posts to generate demand • Social comments and questions were centered around how the deice worked with the specific plan that was not featured in search Outcome • Search copy was quickly updated with the specific offer that was being talked about in social, it generated the highest performance (CTR, costs)
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- 38. WHEN CAN YOU SELL IN SEARCH AND SOCIAL INTEGRATION? New business pitches Annual/biannual strategy refreshes Quarterly business reviews Weekly status updates 38
- 39. Q&A 39 “I have no special talents. I am only passionately curious.” – Albert Einstein
- 40. © 2016 by Catalyst Digital. All rights reserved.
Notas do Editor
- Kenshoo analyzed a large North American retailer via a paired-market study to measure the value of how search and social work together. During this test, a control group was exposed only to paid search advertising while a test group was exposed to both paid search and social advertising. The test group’s paid search campaigns performed much better with a 30% high Return on Ad Spend fueled by a 24% higher Average Order Value. The social advertising campaigns in the test group also showed positive ROI on their own.
- GroupM explored the impact of social media on search behavior over a three-month period across different verticals, including automotive, consumer packaged goods and telecommunications. Consumers exposed to a brand’s influenced social media and paid search programs were 2.8 times more likely to search for that brand’s products compared to users who saw only paid search. Click-through-rate (CTR) in paid search increases by 50% when consumers were exposed to influenced social media and paid search. Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption Among searchers using a brand’s product name in the query, the CTR increased from 4.5 to 11.8 percent when users were exposed to both influenced social media and paid search around a brand.
- Of consumers participating in social media, those exposed to a brand’s influenced social media spent 20 percent more time online compared to those exposed only to social media relevant to a brand’s category. Consumers exposed to both a brand’s influenced social media and paid search spent almost 3 times more time online than the average consumer. One of the key findings the study revealed is that social media exposure is correlated with lower-funnel search behavior.
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- V.O. Example Triggers Social Conversation: potential outcome - Provide Copy, Keyword, SEO Recommendations Test Messaging on one Channel First, Scale with Insight Applied Search Volume / Impressions Share Increase / Decrease Budgets, Correlate to Social Pacing. Heavy Up during Real Time events Audience Review Implement Search & Social Retargeting. Scale or Reduce Investment. Channel Budget Pacing / Performance Move Budget Between Channels Seamlessly Based on Performance
- V.O. Example Triggers Social Conversation: potential outcome - Provide Copy, Keyword, SEO Recommendations Test Messaging on one Channel First, Scale with Insight Applied Search Volume / Impressions Share Increase / Decrease Budgets, Correlate to Social Pacing. Heavy Up during Real Time events Audience Review Implement Search & Social Retargeting. Scale or Reduce Investment. Channel Budget Pacing / Performance Move Budget Between Channels Seamlessly Based on Performance
- V.O. Example Triggers Social Conversation: potential outcome - Provide Copy, Keyword, SEO Recommendations Test Messaging on one Channel First, Scale with Insight Applied Search Volume / Impressions Share Increase / Decrease Budgets, Correlate to Social Pacing. Heavy Up during Real Time events Audience Review Implement Search & Social Retargeting. Scale or Reduce Investment. Channel Budget Pacing / Performance Move Budget Between Channels Seamlessly Based on Performance
- Bullets then delete outcome