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Search and Social Integration

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Search and Social Integration

  2. 2. AGENDA Benefits of integration Some compelling numbers When to integrate Case studies 2
  3. 3. BENEFITS OF INTEGRATION Like peanut butter and jelly
  4. 4. 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
  5. 5. THE POWER OF INTEGRATED SEARCH AND SOCIAL  Informs Strategy  Captures Demand  Improves Results  Delivers insights  Creates efficiencies  Encourages fluidity
  6. 6. 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 6
  7. 7. SEARCH BENEFITING SOCIAL • • • • • • 7
  8. 8. 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 8
  9. 9. SOME COMPELLING NUMBERS Because data is everything
  10. 10. 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
  11. 11. ROAS IS 30% HIGHER WHEN SEARCH & SOCIAL ALIGN Source: Kenshoo study, Nov. 2013
  12. 12. CTR INCREASES 50% WHEN SEARCH & SOCIAL ALIGN Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
  13. 13. SOCIAL EXPOSURE IS CORRELATED WITH LOWER-FUNNEL SEARCH BEHAVIOR Sources: The Influenced: Social Media, Search and the Interplay of Consideration and Consumption
  14. 14. WHEN TO INTEGRATE 14
  15. 15. The Audience-First Shift Moving 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 B Objective Content A Objective Content Objective Content D E F A B C B D G
  16. 16. Content Distribution Measurement Approach to Deliver Audience-First Efforts Objectives Audiences Actions / KPIs
  17. 17. • • Limited Scale • • Large Scale High Response Low Response • • • •
  18. 18. CASE STUDIES In case you don’t believe us
  19. 19. 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
  20. 20. 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.
  21. 21. 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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  35. 35. WHEN CAN YOU SELL IN SEARCH AND SOCIAL INTEGRATION? New business pitches Annual/biannual strategy refreshes Quarterly business reviews Weekly status updates 38
  36. 36. Q&A 39 “I have no special talents. I am only passionately curious.” – Albert Einstein
  37. 37. © 2016 by Catalyst Digital. All rights reserved.