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Activating Data to Drive Performance
27
L2 – June Clinic: Social & Search June 2014
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Performics SVP of Communications Planning Jon Wegman brings to light the true meaning behind "performance marketing" in his June presentation at an L2 event. Learn how to harness actions through observing, measuring, analyzing and applying data to drive results.
Transcript of Activating Data to Drive Performance
L2 – June Clinic: Social & SearchJune 2014
Activating Data to Drive Performance
Performance marketing is achieved through harnessing actions, in observing, measuring, analyzing and applying data to drive results.
Performance
Participation
Participant Brand
CPCs are 47% less on mobile than on desktop
Instagrammed 3 photos14 likes and counting
Already lost
52 minute
s of epic road trip
Using mobile device to solve problem, not find a brand
The most expensive state for car insurance is New Jersey
The least expensive state for car insurance is Ohio
Intrinsic Links Between Social & Search
Seeking information
Sharing, and adding
Feedback Loops
Additional Discovery
Social
Mobile
26%
38%
Omni-Channel “Search”
Both Are Grounded in Evolving Formulas
EdgeRank PageRank
u is dependent on the PageRank values for each pagev contained in the set Bu (the set containing all pages linking to page u), divided by the number L(v) of links from page v
The Rise of the Human Algorithm
We are increasingly seeking out context-rich results
New “People-Powered” Platform integrations
Social content is highly influential for engine ranking
- Amazon Reviews, RatemyFood, TripAdvisor
- Facebook Graph Search, Bing Social Results Sidebar
- Timing, Relevancy, Links, Click-Through, etc..
0010101010010010101001010000001110101011010100100010110101010100101010101010101010101001001010101010010010101010100100101010100100101010010100000011101010110101
Social is “purposeful” through Google’s Eyes
Social is “personal” through her eyes.
0010101010010010101001010000001110101011010100100010
Community Management
Brand Identity
UGC/ Reviews
How frequently should I be posting and responding? How do I deal with crisis if something goes wrong?
Is my brand identity consistent across all our social content on the web?
What content exists about my brand and what customer needs are we meeting?
SERP Optimization
Website Integration
Social Presence
Paid Media
What types of social results are appearing on Google, Bing?
Does our website empower / allow users to share content?
Does my brand have a presence on all of the relevant platforms?
Are our feeds, links, and reviews appearing to prospective customers?
Content Creation
What content / feedback is being created on behalf of my brand?
Social Signals
ROI / Evaluation
Network Analysis
How do insights apply across channels and departments? How do we amplify?
What actions are we tracking and what is the ROI of social?
How do we use social data for modeling behavior / action?
What are our social signals and how do I activate/increase them?
Channel Strategy
Indirect Influence
Reviews, Ratings + Opinions
Social Networks + “Likes”
Content and Assets
Local + Nearby Info
Paid & Organic Search Visibiilty
Events + Sponsorships
Corporate ResponsibilityNews / PR
Deals, Sales, Coupons
Social Media as a “Search” Prism
User-Generated ContextSearch PrismSearcher
Directed Intent
SERP(s)
Native Site(s)
Social Platform(s)
Indirect Influence
UGC: User-Generated Context
(Social Media)
UGC: User Generated Context(How Social Influences us to Decide or Act)
x(Paid, Earned or Owned Impressions)
(Social Content)(Paid, Earned or Owned Expressions)
Spends approximately 270 hours per month on flights
Uses Facetime
to chat with 20 month
old daughter
Touches down most frequently
LGA | SFO | LHR
Clickstream analysis
shows brand
preference by
destination
Most often searches forZagat rated restaurants over 20 Search Prism in Action
Choosing a new Toothbrush
Direct Intent vs. Indirect Influence (Brand)
User-Generated Context
Direct Intent vs. Indirect Influence (Non-Brand)
Why owning your content is important
SERP(s)
Native Site(s)
Social Platform(s)
4961
k
k
Avg. Monthly Searches
Avg. Monthly Searches
BRAND TERMS- Philips electric toothbrush- Best Philips electric toothbrush- Philips Sonicare - Philips Sonicare toothbrush
- Electric toothbrush- Best toothbrush- Best electric toothbrush- Best cheap electric toothbrush
NON-BRAND TERMS
Source: Comscore 2014
Finding the right store
Social and Search Ownership
User-Generated Context (Search to Social)
Source: Google “Nordstrom” 6/10/2014
User-Generated Context (Social to Search)
Source: http://www.pinterest.com/CathysColours/ 6/10/2014
Why Social Search Matters in the Long Run
Source: Experian Hitwise: Referring site traffic from social platform (not individual brand pages)
Face
book
Re
ferr
als
Goo
gle+
Re
ferr
als
Pint
eres
t Re
ferr
als
Twitt
er
Refe
rral
s
YouT
ube
Refe
rral
s
Face
book
Re
ferr
als
Goo
gle+
Re
ferr
als
Pint
eres
t Re
ferr
als
Twitt
er
Refe
rral
s
YouT
ube
Refe
rral
s
September October
0%
5%
10%
15%
Referring click traffic (of total site clicks) to each site from the respective social platform Kohl's JCP Macy's Nordstrom Target
Nordstrom driving ~12-15 of total site traffic from Social Platforms
Searches for store increase by 33%
Average online sale $45
Find her where she’s active
Fall campaign ads drive 9 million impressions
Women aged 19-29 value price over brand
Number of people currently in store
1,209 active SKUs on display
Location: Traverse City, MINext nearest location 13.6 milColumbus Day is in two days
Schools may have day off
Recent searches
Coupon websiteLeather jacket customer review Top fall trends for 2014
What you can do about it
Community Management
Brand Identity
UGC/ Reviews
How frequently should I be posting and responding? How do I deal with crisis if something goes wrong?
Is my brand identity consistent across all our social content on the web?
What content exists about my brand and what customer needs are we meeting?
SERP Optimization
Website Integration
Social Presence
Paid Media
What types of social results are appearing on Google, Bing?
Does our website empower / allow users to share content?
Does my brand have a presence on all of the relevant platforms?
Are our feeds, links, and reviews appearing to prospective customers?
Content Creation
What content / feedback is being created on behalf of my brand?
Social Signals
ROI / Evaluation
Network Analysis
How do insights apply across channels and departments? How do we amplify?
What actions are we tracking and what is the ROI of social?
How do we use social data for modeling behavior / action?
What are our social signals and how do I activate/increase them?
Channel Strategy
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SITE
SERP OPTIMIZATION
WEBSITE INTEGRATION
SOCIAL PRESENCE
PAID MEDIA
Content Tagging & Optimization: text, images, videos, blogs, microblog, podcasting, review & ratings, social networking Local visibility: Google+ Local / Map Pack / Facebook Nearby
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic Relationships, Brand Affiliations, Offers / Exclusives
Peer trust, reviews, recommendations, suggestions, community, popularityCustomer service experience, Accessibility (device screen)Cross-device usability / Responsive design
Micro-Formating (Schema.org)
Accessibility (app store links, device, cross- screen)Convenience (store locations nearby and inventory)Affordability (quality and price)
Links to owned social channels & competitors :Facebook, Twitter, YouTube, Google+, Tumblr, Instagram, Pinterest…
Social Plug-ins for share-ability Open Graph (social sign-in)
About Section Information: NAP (name, address, phone number). Website URL, Links to other social channels, LocationsPopularity, Tweets, Followers, Following, Likes, +1, pins…
Sponsored Stories / Reviews & RatingsTargeting / Re-Targeting
Popularity, Tweets, Followers, Following, Likes, +1, pins…
Relevancy – Hyper Targeting / Re-TargetingExclusive / Offers
Reviews & Ratings
25
CONTENT CREATION
BRAND IDENTITY
UGC / REVIEWS
COMMUNITY MANAGEMENT
Content quality, quantity & type: text, images, videos, blogs, microblog, review & ratingsTagging / Tittle / DescriptionTopic Keyword / Relevancy
Page specific engagement (clicks, likes, shares, tweets, pins, +1)Check-ins (location check-ins)Inbound / Outbound Linking (Twitter) Frequency / Relevancy
Customer service relationship
-
Brand Voice/Messaging, Brand Identity, Value proposition, Philanthropic RelationshipsContent Quality, quantity, & type : text, images, videos, blogs, microblog, podcasting, Peer trust, Reviews, recommendations, Authenticity, offers / exclusive content
Mobile access/convenience – Social Log in
On-Site Reviews – frequency, relevancy, rankingsLink-Building (organic outreach)Referrals
Content posting frequency from/by community manager and peersRE’s: Re-sharing, content + links
Multicultural / Language Selection
Joining / community /membership
26
SOCIAL SIGNALS
ROI EVALUATION
NETWORK ANALYSIS
CHANNEL STRATEGY
Uploading / Sharing photos/videosLive streaming of social feeds
Creating and sharing reviews: Post-purchase review, Post-purchase sharingSocial referralsTestimonials
Content / Participation AuditSocial / SERP AuditConversion Optimization, –buy, click, submitCross-Channel Attribution ModelingKPI Identification / Influence
Tagging/hashtag/@mentionsLook-a-likesRecommendations / Connections
Click-Stream AnalysisBudget / FlightingPrioritization / Platforms
Paid Ads (site links, beta testing, social listing influence, ad copy, keywords, campaigns)Paid social ads (performance media, media buying based on reach)
Keyword Trending - to influence Social CTR and SERP rankingRe:s- clicks, likes, shares, tweets, pins, +1Link Building (social organic outreach)
Open Graph Application / Customization
R&D / Feedback / LoyaltyDownloading content On-site search
Social Listening /Brand Monitoring
Dynamic Personas
Influencer Mapping Media / Platform Ranking
Network Modeling
Top 3 takeaways from the Social Search Prism
THANK YOU
Social is ever-evolving, so fluid (and collective) intelligence around measurement, KPIs and cross-department alignment become critical.
Modeling the attribution of social assets (outside of social platforms) can be the “missing link” to proving social ROI.
Social Signal audits can be performed to identify key channels, missed opportunities, competitive positioning, and engagement gaps.
Jon WegmanSVP, Comms Planning
How do we identify / measure our social footprint?
What is brand / user-generated context influencing?
What are the performance effects of our social presence?
