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Kenshoo: Proprietary & Confidential Information
WILL SAM BEAT OUT SEM?Aaron GoldmanCMO, Kenshoo
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SAM, I Am
SAM = Social Advertising Marketing
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Say What?
SMO = Social Media Optimization
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SAM, I Was
SMA = Social Media Advertising
MY ACRONYM!
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What’s in a Name?
SEM vs. SEO Search Engine Optimization
Search Engine Marketing
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What’s in a Name?
SEM vs. SEO Search Engine Optimization
Search Engine Marketing
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What’s in a Name?
Owned, Earned, PaidSocial Media Optimization
Social MediaAdvertising
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What’s in a Name?
SMO vs. SMASocial Media Optimization
Social MediaAdvertising
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How Do You Search?
Ask Jeeves? Ask Jim? @Jamayka?
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How Do You Find?
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How Do You Find?
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How Do You Find?
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How Do You Buy?
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How Do You Buy?
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SMA vs. SEM
SMA
SEM
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How Do You SEM?
KeywordsAd CopyBidsURLsRepeat
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Keywords Precise Audience DefinitionAd Copy Mass Message CustomizationBids Real-time ValuationURLs Point of Need DestinationRepeat Continuous Optimization
How Do You SEM?
KeywordsAd Copy Bids URLs Repeat
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So, How Do You SMA?
Precise Audience Definition Social Graph TargetsMass Message Customization Ad PermutationsReal-time Valuation Bid ManagementPoint of Need Destination Brand AssetsContinuous Optimization Repeat
Precise Audience DefinitionMass Message CustomizationReal-time ValuationPoint of Need DestinationContinuous Optimization
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Social Graph Targets
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Social Graph Targets
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Social Graph Targets
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Social Graph Targets
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Ad Permutations
Which is SEM and which is SMA?
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Ad Permutations
Ad Groups Ain’t Only for SEM!
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Ad Permutations
Ad Groups Ain’t Only for SEM!
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Ad Permutations
Monday Tuesday Wednesday Thursday Friday Saturday Sunday50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
110.00%
120.00%
130.00%
140.00%
CTR %
CPC %
Source: Kenshoo Social Retail Customer, 6 months data
Like SEM, Higher CTR = Lower CPC
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Bid Management
Look Familiar?
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Bid Management
Look Familiar?
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Brand Assets
Apps, Pages, Objects, Oh My…
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Continuous Optimization
Social Metrics: Social Impressions, Likes, etc.
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Continuous Optimization
Social Metrics: Social Impressions, Likes, etc.
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Continuous Optimization
Social Metrics: Social Impressions, Likes, etc.
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So Who Will Win: SMA or SEM?
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So Who Will Win: SMA or SEM?
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So Who Will Win: SMA or SEM?
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So Who Will Win: SMA or SEM?
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I Believe the Children Are Our Future…
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I Believe the Children Are Our Future…
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I Believe the Children Are Our Future…
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Googley Lessons
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Eric Schmidt, 2002
“The mistake we always make is we assume the success in the next 10 years will be the same as the success in the last 10 years.”
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Grateful Lessons
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Social Media = Marketing Without a Net
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Social Media = Marketing Without a Net
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Speaking of No Net…
