SEARCH AND SOCIAL

INTEGRATION

AGENDA

Benefits of integration

Some compelling numbers

When to integrate

Case studies

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BENEFITS OF INTEGRATIONLike peanut butter and jelly

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

THE POWER OF INTEGRATED SEARCH AND SOCIAL

Informs Strategy

Captures Demand

Improves Results

Delivers insights

Creates efficiencies

Encourages fluidity

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

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SEARCH BENEFITING SOCIAL

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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

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SOME COMPELLING NUMBERSBecause data is everything

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

ROAS IS 30% HIGHER WHEN SEARCH & SOCIAL ALIGN

Source: Kenshoo study, Nov. 2013

CTR INCREASES 50% WHEN SEARCH & SOCIAL ALIGN

Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption

SOCIAL EXPOSURE IS CORRELATED WITH LOWER-FUNNEL

SEARCH BEHAVIOR

Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption

WHEN TO INTEGRATE

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The Audience-First ShiftMoving 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

BObjective

Content

A

Objective

Content

Objective

Content

D E F

A B C

B D G

Content Distribution Measurement

Approach to Deliver Audience-First Efforts

Objectives Audiences Actions /

KPIs

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Limited Scale

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Large Scale

High Response

Low Response

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CASE STUDIESIn case you don’t believe us

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

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.

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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WHEN CAN YOU SELL IN SEARCH AND SOCIAL INTEGRATION?

New business pitches

Annual/biannual strategy refreshes

Quarterly business reviews

Weekly status updates

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Q&A

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“I have no special talents. I am only passionately curious.” – Albert Einstein

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