Making Search & Social Happen Together - SMX West 2015

March 5, 2015

Making it Happen: Search & Social

Elizabeth Marsten

@ebkendo

searchmarketingexpo.com@ebkendo

#SMX #33C

@ebkendoPPC nerdSeattleiteLibra

Elizabeth Marsten


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Dynamic Duos


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Is Organic Social Dead?


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6%-16% Reach on Facebook

http://www.slideshare.net/socialogilvy/facebook-zero-white-paper-31934430


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Sharing Resources


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Editorial/Posting Calendars


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Voice & Style


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Sharing Tools


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Content Promotion


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Sprout Social


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Small, Targeted Buys


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Sharing Audiences


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• Share on organic social

• Boost on social channels

• Push through content promotion

• Tag and bag visitors for remarketing later

Shake & Bake: 1 Piece, 4 Ways


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Remarketing Lists


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Content Tracking with UA

http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/


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Sharing the Conversation


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• Relevant & thoughtful conversations

• Avoid the firestorm response on social

• Create ads that reflect the community

• Build trust

Don’t Over Serve


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Sitelinks in AdWords

http://www.thesempost.com/use-adwords-sitelinks-promote-social-media-accounts/


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Social in Bing Ads


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3rd Party Reviews


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Sharing the Credit


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• Determine what “success” is

• Run with campaigns in mind

• Don’t forget about direct or organic

Engagement or Clicks


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Attribution Modeling


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Cohort Analysis


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Advanced Segments


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Clinton-Palin 2016!


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Making Search & Social Happen Together - SMX West 2015

Marketing

Transcript of Making Search & Social Happen Together - SMX West 2015