SEM San Diego: Search & Social w Gary Ware

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Some best practices on integrating search & social into your digital marketing program.

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SEM San Diego: Search & Social w Gary Ware

  1. 1. We move people, products and culture.Search & SocialGary WareDirector, Digital Experience
  2. 2. What we will cover: • Consumer decision journey • Understanding each channel • Integrating multi-channel plan • About i.d.e.a. • Q&A2
  3. 3. We move people, products and culture.The Consumer Decision Journey
  4. 4. Decision Journey Before…4
  5. 5. Decision Journey Now…5
  6. 6. 76% of Consumers Start Research Outside of a Brand’s SiteSource: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011) 6
  7. 7. Multi-Channel Strategy is KeyConsumer ActivationSource: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011) 7
  8. 8. We move people, products and culture.Understanding Each Channel
  9. 9. Convergence of Media Channels Traditional Ads Promoted Sponsored Brand Customer Content Press Coverage Brands that ask for Organic shared Corporate Content Social SharesSource: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012) 9
  10. 10. Search is Key in all Stages of the Funnel• Intercept new users• Assist with consideration phase• Directional search 10
  11. 11. Social Plays a Big Part inAwareness Stage• Community building• Engaging content (conversation starters)• Influence new customers• Promote brand advocacy• Improve search visibility11
  12. 12. Utilize Insights to Improve EachChannel• Understand the voice of the customer • Keywords!• Understand Audience • Test potential Pain Points messaging12
  13. 13. We move people, products and culture.Integrating a Multi-Channel Plan
  14. 14. “Life is about taking action, and your work is not driving action, you need to stop & reboot.” -Some Wise Man14
  15. 15. 95% Planning 5% Execution15
  16. 16. Strategy & Planning• Identify key consumer touch- points (channels)• Develop goals aligned with business objectives• Develop content that lives across platforms• Unified keyword strategy• KPI’s per channel16
  17. 17. Avoid Shiny Object Syndrome17
  18. 18. Use a Value Chain ApproachSource: Forrester 18
  19. 19. Use Analytics To Guide Decisions19
  20. 20. Campaign Execution • Aligned content across channels • Real-time adjustment • Channel flexible • Influencer relations20
  21. 21. Develop Engaging Content21
  22. 22. Start a Movement
  23. 23. Teachable Fantastic SpendingMoments Plastic Responsibly•1million purchase alerts •New card signups rose •2012Paybefore Awardsdelivered to parents from under 50 to nearly Winner: Best Youthacross the US 1,000 per day Prepaid Program Moving Moving Moving people. products. culture.
  24. 24. Analysis & Measurement• Utilize analytics for continued improvement of channels• Qualitative & quantitative data• “So What?”• Multiple data sources • Web Analytics • Social Listening • Competitive Analysis 24
  25. 25. Attribution modeling25
  26. 26. Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012) 26
  27. 27. We move people, products and culture.i.d.e.a
  28. 28. i.d.e.a. isa progressive creativecommunications 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 brandsmatter.
  29. 29. We people,move products and culture.
  30. 30. Partner TeamAll Square Table. Brand Partner Brand Manager Strategy Public Relations Media Media Brand Consumer Brand Reputation Team Team Social Digital Design Creative i.n.n.o. Creative Team
  31. 31. We move people, products and culture.Questions?
  32. 32. THANKS! garyw@theideabrand.com @garyware about.me/garyware32

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