#SMX #13C @MagsMac

Head + HeartIntegrating Search and Social

to Reach Your Consumer

#SMX #13C @MagsMac

Started with GeoCitiesSports marketingTraditional PR

now? Social media + experience junkie

Maggie Malek Head of PR and Social

#SMX #13C @MagsMac

Consumers have a natural ad block.

#SMX #13C @MagsMac

once upon a time…

Search

Social

#SMX #13C @MagsMac

the new consumer landscape

#SMX #13C @MagsMac

• Written content is now graphic content.• Social traffic is not guaranteed.• Social engagement is a different ball

game.• Brands have to pay to play.

four years of BIG change…

#SMX #13C @MagsMac

To break through, brands have to

stop shouting and start listening.

#SMX #13C @MagsMac

Winning brands will ignite authentic conversations.

#SMX #13C @MagsMac

Conversations that ultimately change

consumers’ hearts and minds.

#SMX #13C @MagsMac

Identify (or create)moments that

matter.

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search socialwinningcontent

our approach

head heart

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it’s a closed loop

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“Secret” sauce =flexibility +

willingness to fail.

#SMX #13C @MagsMac

Steps

1. Start with data.2. Create a content strategy.3. Ignite conversations and amplify.4. Experiment, measure, repeat!

steps

#SMX #13C @MagsMac

Let’s put the breaks on here.

#SMX #13C @MagsMac

To break through. To matter. To ignite conversations…

you must define your spirit.

#SMX #13C @MagsMac

step 1: Start with data.

#SMX #13C @MagsMac

• What are people searching for in the privacy of their own Google search box?

• What questions are they asking?• What trends are you seeing?

lead with the head.

#SMX #13C @MagsMac

But Google isn’t the only place people are searching.

• Facebook Open Graph• YouTube organic search• Amazon products and reviews• Twitter search• Instagram hashtags• And the list goes on.

#SMX #13C @MagsMac

Use social listening tools toidentify key conversation topics.

Facebook Account Connecter

Facebook API Connecter

Facebook Account List

Facebook Insights Query

Facebook Select Post

Facebook List Comments

Facebook List Posts

Connect to API

Connect to Account

List Accounts

Get Insights

Select a Post

List Accounts

Get Comments

#SMX #13C @MagsMac

• What are people saying about your product to their friends?

• How are they interacting with your competitors?• What customer service issues are they having?• What type of content gets the most

engagement?

let the heart provide context.

#SMX #13C @MagsMac

step 2: Create a content strategy.

#SMX #13C @MagsMac

Success looks different for every brand.What metrics will you be looking at?

#SMX #13C @MagsMac

Awareness metrics

metrics for awareness vs. conversion

• Reach/impressions

• Engagement• Mentions• Clicks/CTR• Site traffic• Brand awareness• Sentiment

Conversion metrics• Leads• Checkouts• Conversion rate• Average order value• Cart abandonment rate• Customer retention

rate• Customer LTV

#SMX #13C @MagsMac

pick your channels.

#SMX #13C @MagsMac

you need three types of content.

heroLarge-scale, tent-pole events or “go-big” moments designed to raise broad awarenesshubRegularly scheduled “push” content designed for your prime prospecthygieneAlways-on “pull” content designed for your core target

#SMX #13C @MagsMac

Plan for unbridledsuccess.

#SMX #13C @MagsMac

step 3: Ignite conversations and amplify.

#SMX #13C @MagsMac

Hire the most amazing writers

as brand ambassadors.

#SMX #13C @MagsMac

Assign adedicated team.

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Know exactly who isresponsible for

what.

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Identify collaborators on each team.Establish a cadence to data share.

including data review

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mmiagency.com/smxadvanced

publication checklist

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Have your tools ready to go.Have your toolsready to go.

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Always beready to

move.

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step 4: Experiment, measure, repeat!

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Assessyour success.

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#SMX #13C @MagsMac

and REMEMBER!

#SMX #13C @MagsMac

High organic reach = amplifyHeavy website traffic = amplify Key cultural moment = amplify

look for opportunities to amplify

#SMX #13C @MagsMac

Fail fast.Fail forward.

#SMX #13C @MagsMac

• Know your brand voice.• Chart your course with data, but let your heart lead the

way.• Rally around content that represents who you are.• Develop a relationship on social media that allows you

to glean even MORE data from your consumers to personalize their experience.

• Convert social sensations into content opportunities.

takeaways

#SMX #13C @MagsMacSEE YOU AT THE NEXT #SMX

THANK YOU!