Foundations for Search and Social Strategies, SES London 2014

London • 10–13 February 2014 • #SESLON @SESConf

Founda'ons for Search & Social

Jonathan Beeston Director, New Product Innova'on, EMEA Adobe

London | 10–13 February 2014 | #SESLON | @SESConf

@searchbeest @AdobeAds

About me

@searchbeest

www.linkedin.com/in/jonathanbeeston



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



What you can’t control



Search ain’t what it used to be




@searchbeest @AdobeAds PLAs expanding further

Source: Searchengineland



8

Even over brand ads

Source: @danbarker



9

Credit cards



Credit cards… and beyond



“There will be no banner ads on the Google homepage or web search results pages”



12

What is Search anyway?





14

“Twitter is the best way to connect with people, express yourself and discover what's happening.”



What’s the biggest search engine in Retail?



Paid, Earned and Owned are converging

Image credit: http://www.flickr.com/photos/gagilas/



Owned

Paid

Earned



Owned

Paid

Earned



Owned Paid Earned



There’s no free lunch

Image credit: http://www.flickr.com/photos/avlxyz/



1998

21

“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.”







Social is Mobile



76.8% 76.3% of monthly active users (MAUs) that access on mobile



And they’re monetising the hell out of it…



El Clásico: Google & Facebook



“Together, Facebook and Google are the twin engines that drive discovery for the average web user.”

Mat Morrison @mediaczar

http://blog.magicbeanlab.com/networkanalysis/relative-sizes-of-social-media-platforms/



What you can control



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



Centralized §  One department

controls all efforts

§  Consistent

§  May not be as authentic

Distributed §  Organic growth

§  Authentic

§  Experimental

§  Not coordinated

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



What is Social for you? Where does it meet Search?



PR & Comms

Marketing & Ecommerce

Customer service & support

Product innovation Social Search

Innovation and R&D §  Topic Trends §  Ratings & Reviews §  Sentiment §  New features included

from community

Awareness §  Dialog / Conversation §  Share of Voice / Influence §  Sentiment and Reputation §  Volume §  Engagement

Support Measurement §  Call Volume §  Resolution Rate §  Resolution Time §  Net Promoter Score

Marketing & Ecommerce §  Direct Attribution §  Revenue and Subscriptions §  Web traffic §  Social Campaign ROI



Media Mix Modelling

AUribu@on across search &

social

Op@miza@on within channel

Common tracking

Build from the right founda@ons



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


@searchbeest @AdobeAds Executive Reports

•Top-level KPIs •Revenue, Lead Gen, Conversions •Brand reputation

Stakeholder Report

•Business Function KPIs •Segment and Campaign performance •Competitive Benchmarks

Social Manager Report

•Social ‘owned’ channels report •Top topics, themes •Top authors and influencers Daily Alerts

•Key findings •Top topics •Sentiment analysis •Daily volume / sentiment

Campaign Report

•Business Impact of Social Campaigns •Conversation volume and sentiment •Influencers



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



AUribu@on Models

38

George Box Statistician Emeritus Professor University of

Wisconsin 38

“All Models Are Wrong. Some Are Useful.”

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.



L A S T

F I R S T

E Q U A L

L A S T M O R E

F I R S T M O R E

C U S T O M

E V E N T 1 E V E N T 2 E V E N T . . . E V E N T p

There is no best rule!



The ul@mate aim

0% 20% 40% 60% 80% 100% 120% 140% 160%

Revenue

Profit Contribution

Point of diminishing return

% of Budget Spend

% of Budget Spend

% of Budget Spend

% of Budget Spend

Display Advertising Search Email Social Media



Now what?



1.  Evolve your organisa@on 2.  Decide what social is for 3.  Common tracking, measurement, repor@ng 4.  Common KPIs 5.  Op@miza@on > AUribu@on > Budget

maximisa@on



Thanks

@searchbeest

www.linkedin.com/in/jonathanbeeston

Date post:	17-Oct-2014
Category:	Marketing
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