Transcript of Engage Prague 2017 - Sabeen H. Ahmad, Publicis
- 1. 1 Mapping out & Trekking A Consumer Journey Sabeen H.
Ahmad Publicis North America L: /in/SabeenHAhmad | t:
@SaBean21
- 2. 4 SIGNS OF SOCIAL SUCCESS Drove engagement and personalized
connections Created brand awareness The brand gets credit through
search, and earned media Was extremely efficient and impactful use
of the overall budget
- 3. The Formula for Fighting The Battle of Noise In Social 3 +
+
- 4. 4 Good advertising is written from one person to another. --
Fairfax M. Cone, member, Advertising Hall of Fame, former Director
of American Association of Advertising Agencies (a.k.a The father
of modern advertising) Good advertising is written from one person
to another. When it is aimed at millions, it rarely moves
anyone.
- 5. 5 Personalization Drives Engagement, Conversions Enriched
content and creative is good for the bottom line.
- 6. 6 Personalization Has Yet to Find Its Place
- 7. 7 PAID SOCIAL is key
- 8. Good Creative Leads to Something Bigger
- 9. We have to be Effective and Efficient So
- 10. Lots of Research Consumer Journey 4 Questions
- 11. 4 QUESTIONS 1) WHY ARE WE DOING THIS?
- 12. 12 EVERYTHING IS A BUSINESS PROBLEM Awareness What is My
Brand Trying To Achieve? Conversion Loyalty Consideration
- 13. WHY? (POR QU? ? ? )
- 14. 4 QUESTIONS 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO
TALK TO?
- 15. Tool: Research and Identify Your Audience 15 Who do you
WANT to talk to? Where are they in social/other spaces/places? What
are they doing? What do they find interesting/relevant? How can you
EFFECTIVELY and EFFICIENTLY reach them?
- 16. 16 Use All the Tools At Your Disposal
- 17. 17 Who Are You Talking To? Social: Skippers Snackers
Savvies Stars
- 18. 18 Personalize via Data: Facebook Audience Insights
- 19. 19 Personalize via Data: ex.) Socialbakers
- 20. 20 Personalize via Data: ex.) Pinterest Analytics
- 21. 21 Get to Know Your Community Better: Unlock Trends via
Engagement and Listening
- 22. A Profile Emerges DEMO: 25 34 Males THEIR SOCIAL BEHAVIOR:
INCOME: THEIR SOCIAL PARTICIPATION: THEIR MOBILE BEHAVIOR: $55 -
$100K THEIR INTERESTS: 88% Own a Smartphone Top activities include
SMS (Whatsapp), watching videos/TV (YouTube/Hulu), emailing
(gmail), playing games, listening to music (Spotify), communicating
via social networks (Insta/Twitter), online shopping, and using
search Technology Social Media Music Sports Entertainment Shopping
Renters or in multi-family homes Few are married or have children
Small savings Like to go out as much as stay in for the evening.
Watch most TV on demand; Sports are watched live in a bar or at
home. Use social to engage, offer opinions, share interesting
content. More likely to use Reddit than other groups A LITTLE ABOUT
THEM: Over-index 71% 46% 33% 27% 9% AGE 25-34 SPECTATOR80%
CREATOR71% CRITIC46% JOINER33% COLLECTOR27% INACTIVE9% Who are you
talking to? Where are they in Social? Where are they in other
spaces/places? What are they doing? What do they find
Iinteresting/relevant? LOCATION: Metropolitan Areas: NYC, ATL,
CHI
- 23. 23 Develop Rich Consumer Profiles
- 24. 4 QUESTIONS 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO
TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN?
- 25. 25 Think About The Potential ZMOT
- 26. 26 Step Into Your Consumers Life
- 27. Map Consumer Journey Touchpoints with Your Brands
Goals
- 28. 28 See How it All Fits Together and Where Social Plays A
Role
- 29. 4 QUESTIONS 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO
TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO
THEY FIND INTERESTING OR RELEVANT?
- 30. What Can We Offer Them Through Social? We are here to help
you feel good about your choices We have expertise to help you in
areas of your life that matter most We are transparent and
enthusiastic troubleshooters We are here to make your life better
(and not just to promote our products)
- 31. 31 Content Strategy is Imperative
- 32. Data: Socialbakers September 2016 1.7 Bn 500 M 313 M 450 M
100 M 1+ Bn 20 M 555 M 100 M 55 M 1.1 Bn CONNECTING & CONTENT
1B 806 M 218 M 150 M MESSAGING KIK 300 M Determine Which Platforms
Interest Your Users & Suit Your Mutual Needs
- 33. 33 Strategically Harness the Power of Each Platform
Consider the cost to create and pay-to-play on each
- 34. 94% OF VIDEOS ARE AUTOPLAYED 85% OF VIDEOS ARE PLAYED
WITHOUT SOUND Learn the Nuances of Each Platform & Content Type
| | |
- 35. 35 And SEO (Search Engine Optimization) is Vital to Success
Content Should be: Searchable, Scannable, & Meta Searchable:
Use the words your audience searches for. What are long-tail
keywords people type into their search boxes? Content should
includes those terms and keywords Scannable: means well-organized,
chunked, labeled content content with headings, tables, charts, and
illustrations Meta: Social media meta tags or social tags are HTML
tags that start with the word meta. You put these tags in your
pages code to help determine what information appears in Twitter,
Facebook, Pinterest, etc., when people share your URL. When you set
up meta tags, your social shares get noticed and shared more.
Adding meta tags, even long after the publish date (presuming that
the content is still relevant), can give old content a boost.
- 36. Tool: Quick Wins in Social for SEO 36
WriteUpDetailedSocialProfilesfor SERP Search Engine Results Pages
Optimize FB, Linkedin, Twitter and YouTube profiles with strong
profile/bio information and stay active on these platforms
ThinkLongTailKeywords Phrases that are 3-plus words long are
specific and the way we all use search now Allow for the Indexing
of your social posts via social settings Post about trending topics
(google trends) & use relevant hashtags TagImagesAppropriately
Images and graphics should include SEO keywords in their title as
well as your brands name
RememberthatSocialChannelsareSearchEnginestoo Hashtags, and
keywords are not only relevant on Google but on Pinterest, Twitter,
Instagram and even Snapchat
- 37. 37 Think influence(r)
- 38. 38 Go Forth, Collaborate and Content Create
- 39. 39 Dont Recreate The Wheel
- 40. 40 Engage!
- 41. Worksession
- 42. Workshop Exercise 1. What is the Business Problem? 2. What
is/are the Social Goals? 3. Develop Personas 4. What is a
Day-In-Their-Life like? 5. What are the Touchpoints where they can
be reached?
- 43. Where We Left Off
- 44. 1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3)
WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO THEY FIND
INTERESTING OR RELEVANT? 5) HOW CAN WE LEARN FROM OUR EFFORTS?
- 45. Optimize
- 46. Data Nerd-ing
- 47. Tool: Dive Deeper and Optimize 47 Identify emerging content
themes and topics through engagements Find Important People: Fans,
Advocates and Influencers Identify Competitive Insights Discover
product / brand issues product development feedback
- 48. Data Points to Consider 1. Engagement 2. Daily impressions
3. Evaluation of themes/topics/formats 4. Post and Comment
Sentiment 5. Response Rates are you a socially devoted brand? 6.
Additional metrics relevant to your brands goals: ex.) site visits
7. Likes vs. Unlikes 8. Total fans/followers *A quick word about
these 9. Day-parting: frequency, time of day*A quick word about
these
- 49. Thank You Sabeen H. Ahmad Publicis North America L:
/in/SabeenHAhmad t: @SaBean21