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Foundations for Search and Social Optimization
- 1. Founda'ons for Search & Social Jonathan Beeston Director, New Product Innova'on, EMEA Adobe London • 10–13 February 2014 • #SESLON @SESConf
- 2. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds About me @searchbeest www.linkedin.com/in/jonathanbeeston
- 3. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Founda@ons for Search & Social What you can’t control • Search is evolving • Paid, owned, earned is converging • Ads are domina@ng • Social is mobile What you can control • Your organisa@on • Common goals & KPIs • Tracking • Repor@ng • AUribu@on
- 4. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds What you can’t control
- 5. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Search ain’t what it used to be
- 6. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds
- 7. London | 10–13 February 2014 | #SESLON | @SESConf PLAs expanding further @searchbeest @AdobeAds Source: Searchengineland
- 8. London | 10–13 February 2014 | #SESLON | @SESConf Even over brand ads 8 @searchbeest @AdobeAds Source: @danbarker
- 9. London | 10–13 February 2014 | #SESLON | @SESConf Credit cards 9 @searchbeest @AdobeAds
- 10. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Credit cards… and beyond
- 11. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds “There will be no banner ads on the Google homepage or web search results pages”
- 12. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds What is Search anyway? 12
- 13. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds
- 14. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds “Twitter is the best way to connect with people, express yourself and discover what's happening.” 14
- 15. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds What’s the biggest search engine in Retail?
- 16. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Paid, Earned and Owned are converging Image credit: http://www.flickr.com/photos/gagilas/
- 17. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Paid Owned Earned
- 18. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Paid Owned Earned
- 19. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Paid Owned Earned
- 20. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds There’s no free lunch Image credit: http://www.flickr.com/photos/avlxyz/
- 21. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds 1998 “It could be argued from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want.” 21
- 22. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds
- 23. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds
- 24. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Social is Mobile
- 25. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds 76.8% 76.3% of monthly active users (MAUs) that access on mobile
- 26. London | 10–13 February 2014 | #SESLON | @SESConf And they’re monetising the hell out of it… @searchbeest @AdobeAds
- 27. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds El Clásico: Google & Facebook
- 28. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds “Together, Facebook and Google are the twin engines that drive discovery for the average web user.” http://blog.magicbeanlab.com/networkanalysis/ relative-sizes-of-social-media-platforms/ Mat Morrison @mediaczar
- 29. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds What you can control
- 30. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Evolve your approach Disparate teams Inconsistent KPIs Siloed tracking and reports Volume, sen@ment Hub and spoke Common KPIs & framework Common tracking and reports Ability to prove Business Value and ROI
- 31. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Centralized One department controls all efforts Distributed § Organic growth Authentic § § § § § Experimental § Not coordinated Consistent May not be as authentic Coordinated/ Hub & Spoke § Sets rules, best practices, § Spreads widely around the org § Takes time Multiple Hub & Spoke § Similar to Coordinated but across multiple brands and units Holistic § Each employee is empowered § Unlike Organic, employees are organized
- 32. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds What is Social for you? Where does it meet Search?
- 33. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Awareness § § § § § Dialog / Conversation Share of Voice / Influence Sentiment and Reputation Volume Engagement Marketing & Ecommerce PR & Comms § § § § Product innovation Innovation and R&D § § § § Topic Trends Ratings & Reviews Sentiment New features included from community Social Direct Attribution Revenue and Subscriptions Web traffic Social Campaign ROI Marketing & Ecommerce Customer service & support Support Measurement § § § § Call Volume Resolution Rate Resolution Time Net Promoter Score Search
- 34. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Build from the right founda@ons Media Mix Modelling AUribu@on across search & social Op@miza@on within channel Common tracking
- 35. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Track & report • Unifying social with search allows true aUribu@on analysis • Track complex mul@-‐channel customer journeys • Automa@cally append tags to all published content • One source of the truth • Integrated campaign dashboard • Insights and ac@ons, not just data • Visual, not numbers • Customise for the recipient
- 36. London | 10–13 February 2014 | #SESLON | @SESConf Executive Reports @searchbeest @AdobeAds Stakeholder Report Social Manager Report •Top-level KPIs •Revenue, Lead Gen, Conversions •Brand reputation •Business Function KPIs •Segment and Campaign performance •Competitive Benchmarks Daily Alerts Campaign Report •Social ‘owned’ channels report •Top topics, themes •Top authors and influencers •Key findings •Top topics •Sentiment analysis •Daily volume / sentiment •Business Impact of Social Campaigns •Conversation volume and sentiment •Influencers
- 37. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Listen, Learn, Ac@on Social monitoring drives • Ad copy / LP content • Keyword sugges@on • Bid management • Budget pacing Search data drives • Pos@ng @mes • Content tes@ng • Content strategy
- 38. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds AUribu@on Models “All Models Are Wrong. Some Are Useful.” George Box Statistician Emeritus Professor University of Wisconsin © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38 38
- 39. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds There is no best rule! EVENT 1 LAST FIRST EQUAL LAST MORE FIRST MORE CUSTOM EVENT 2 EVENT ... EVENT p
- 40. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds The ul@mate aim Revenue Point of diminishing return 0% 20% % of Budget Spend Display Advertising 40% 60% 80% 100% 120% % of Budget Spend % of Budget Spend Search Email Profit Contribution 140% 160% % of Budget Spend Social Media
- 41. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Now what?
- 42. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds 1. 2. 3. 4. 5. Evolve your organisa@on Decide what social is for Common tracking, measurement, repor@ng Common KPIs Op@miza@on > AUribu@on > Budget maximisa@on
- 43. London | 10–13 February 2014 | #SESLON | @SESConf @searchbeest @AdobeAds Thanks @searchbeest www.linkedin.com/in/jonathanbeeston