Better Together: Search & Social, Maggie Malek at SMX West

#SMX #24A @MagsMac

Head + Heart

Integrating Search and Social to Reach Your Consumer

#SMX #24A @MagsMac

#SMX #24A @MagsMac

Started with GeoCities...Sports marketingTraditional PR

Now? Social media + Experience junkie

Maggie Malek, Head of PR & Social

#SMX #24A @MagsMac

Once upon a time…

Search

Social

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• Written content is now graphic content• Social traffic is not guaranteed• Social engagement is a different ball game• Pay to play

Four Years of Change…

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The New Consumer Landscape

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Consumers have a natural AdBlock.

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

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Winning brands will learn how to ignite authentic conversations.

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That ultimately change consumers’ hearts and minds.

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How do you ignite authentic conversations? Find out what you consumers care about.

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Identify (or create) moments that

matter.

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#SMX #24A @MagsMac

SEARCH SOCIALWINNINGCONTENT

Our approach

Head + Heart

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“Secret” sauce =Flexibility + willingness to fail

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It’s a closed loop

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Steps

1. Start with data 2. Create a content strategy 3. Ignite conversations, amplify4. Experiment, measure, repeat!

Steps

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Step 1: Start with the head

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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?

Search data is honest

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Social data is real-time

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

• How are they interacting with your competitors?

• What customer service issues are they having?

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Use social listening tools to identify key conversation topics

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Step 2: Create your strategy

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Let’s put the breaks on here.

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To break through. To matter. To ignite conversations... You must DEFINE YOUR SPIRIT.

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You need three types of content

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Plan for unbridled success!

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Success looks different for every

brand.

What metrics will you be looking at?

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Step 3: Ignite Conversations

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Hire the most amazing writers as brand ambassadors.

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Assign a dedicated team.

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Know exactly who is responsible for what.

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mmiagency.com/smx-west

Publication checklist

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Have your tools ready to go.

Have your tools ready to go.

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#SMX #24A @MagsMac

Always be ready to move.

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High organic reach = amplifyHeavy website traffic = amplify Key cultural moment = amplify

Look for opportunities to amplify

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Step 4: Review and refresh

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Assess your success

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Social media + content for awareness versus conversionAwareness metrics Conversion metricsReach/ImpressionsEngagementMentionsClicks/CTRSite TrafficBrand AwarenessSentiment

LeadsCheckoutsConversion RateAverage Order ValueCart Abandonment RateCustomer Retention RateCustomer LTV

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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 consumer that allows you to personalize their experience

• Convert social sensations into content opportunities  

Takeaways

#SMX #24A @MagsMacSEE YOU AT THE NEXT #SMX

THANK YOU!