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#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
#SMX #24A @MagsMac
• 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…
#SMX #24A @MagsMac
The New Consumer Landscape
#SMX #24A @MagsMac
Consumers have a natural AdBlock.
#SMX #24A @MagsMac
To break through, brands have to stop shouting start listening.
#SMX #24A @MagsMac
Winning brands will learn how to ignite authentic conversations.
#SMX #24A @MagsMac
That ultimately change consumers’ hearts and minds.
#SMX #24A @MagsMac
How do you ignite authentic conversations? Find out what you consumers care about.
#SMX #24A @MagsMac
Identify (or create) moments that
matter.
#SMX #24A @MagsMac
#SMX #24A @MagsMac
SEARCH SOCIALWINNINGCONTENT
Our approach
Head + Heart
#SMX #24A @MagsMac
“Secret” sauce =Flexibility + willingness to fail
#SMX #24A @MagsMac
It’s a closed loop
#SMX #24A @MagsMac
Steps
1. Start with data 2. Create a content strategy 3. Ignite conversations, amplify4. Experiment, measure, repeat!
Steps
#SMX #24A @MagsMac
Step 1: Start with the head
#SMX #24A @MagsMac
• 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
#SMX #24A @MagsMac
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?
#SMX #24A @MagsMac
Use social listening tools to identify key conversation topics
#SMX #24A @MagsMac
Step 2: Create your strategy
#SMX #24A @MagsMac
Let’s put the breaks on here.
#SMX #24A @MagsMac
To break through. To matter. To ignite conversations... You must DEFINE YOUR SPIRIT.
#SMX #24A @MagsMac
You need three types of content
#SMX #24A @MagsMac
Plan for unbridled success!
#SMX #24A @MagsMac
Success looks different for every
brand.
What metrics will you be looking at?
#SMX #24A @MagsMac
Step 3: Ignite Conversations
#SMX #24A @MagsMac
Hire the most amazing writers as brand ambassadors.
#SMX #24A @MagsMac
Assign a dedicated team.
#SMX #24A @MagsMac
Know exactly who is responsible for what.
#SMX #24A @MagsMac
Have your tools ready to go.
Have your tools ready to go.
#SMX #24A @MagsMac
#SMX #24A @MagsMac
Always be ready to move.
#SMX #24A @MagsMac
High organic reach = amplifyHeavy website traffic = amplify Key cultural moment = amplify
Look for opportunities to amplify
#SMX #24A @MagsMac
Step 4: Review and refresh
#SMX #24A @MagsMac
Assess your success
#SMX #24A @MagsMac
Social media + content for awareness versus conversionAwareness metrics Conversion metricsReach/ImpressionsEngagementMentionsClicks/CTRSite TrafficBrand AwarenessSentiment
LeadsCheckoutsConversion RateAverage Order ValueCart Abandonment RateCustomer Retention RateCustomer LTV
#SMX #24A @MagsMac
Fail fast. Fail forward.
#SMX #24A @MagsMac
• 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!
