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ACTIVATING SEARCH & SOCIAL SYNERGY #KenshooIntersections
A C T I V A T I N G S E A R C H & S O C I A L S Y N E R G Y
#KenshooIntersections
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Agenda
• Cross-Channel Marketing
• Push and Pull
• Why Start with Search and Social?
• Similarities and Differences
• Getting Started
• Search and Social Activation
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syn • er • gy
Noun
The interaction or cooperation of two or more organizations, substances, or other agents to
produce a combined effect greater than the sum of their separate effects.
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1 + 1 =3
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The Importance of Cross-Channel Marketing
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Source: Alterian "Engaging Times Summit"
www.emarketer.com
August 2013
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Source: A Forrester Consulting Thought Leadership Paper Commissioned By ExactTarget
The Key To Successful Cross-Channel Marketing
Sophisticated Cross-Channel Marketers Show Us That Technology Matters Most
October 2012
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Source: Zeta Interactive, June 2013
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Which of these challenges to cross-channel operationalization worries you most?
Organizational
Structure
Technology
Barriers
Partner
Complexity
Cross-Channel
Expertise
A B C D
POLL
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The Potent Relationship of Push and Pull Marketing
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Push Marketing
Shown to people as they
passivelyconsume web content and
engage with other digital assets.
Pull Marketing
Coupled to content that people
activelyrequest, such as search engine
results, location listings, etc.
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Strike the Right Balance (at Scale)
• It’s not Push or Pull, but rather Push and Pull
• Must be done at scale, but with individual consumers in mind
• Cross-channel marketing can deliver powerful Push and Pull when used
correctly
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A Real Consumer Path: Search and Social
Source: Kenshoo retail client, June 2013
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2 Reasons Why Search and Social Should be the Next Channels you Integrate
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Because they are huge
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More than Half of Digital Ad Budgets
Source: eMarketer, December 2013
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What percentage of your digital marketing spend is Search and Social?
Less than 10% 11% – 35% 36% – 66% Over 66%
A B C D
POLL
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Source: Kenshoo Search and Social Snapshott, Q1 2014
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Search and Social Work Better Together
“Consumers exposed to a brand’s influenced
social media and paid search programs are
2.8 times more likely to search for that
brand’s products compared to users who saw
only paid search.”
The study also showed a 50 percent click-
through-rate (CTR) increase in paid search
when consumers were exposed to influenced
social media and paid search.
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Kenshoo Study Proved Added Value
Source: Kenshoo, November 2013
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Search and Social Complement Each Other
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The Similarities
• Self-service, auction-based, Pay-Per-Click (PPC) models
• Granular approach
• Targeting options
• Real-time optimization
• Scale in mobile
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The Differences
• Push vs. Pull
• Ad formats
• Targeting options
• Post-view tracking
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Better Together
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It’s All About Signals
• Harness data signals to inform and optimize each other
Collection
Analysis
Activation
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Examples of Search Signals for Social
• Search queries
• Brand term traffic
• Mobile search data
• SEM ad copy
• Search metrics/KPIs
• Retargeting
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Examples of Social Signals for Search
• Likes & interests
• Social activity
• Social analytics
• Testing audience response
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Getting Started
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Rally Internal Stakeholders
• Commit
• Find the cross-channel champions and start seeding the idea
• Set short term objectives
• Clearly demonstrate the upside of doing it as well as downsides of not
doing it – others will
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Seek Tech Solutions
• Put cross-channel needs at the top of every current technology partner
conversation
What’s already in place that you can leverage?
What’s on the roadmap?
• Place more value on cross-channel functionality with new technology
evaluations
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Search and Social ActivationHow?
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Activation: Demand-Driven Campaigns
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Activation: Search Retargeting
Ads partner tells
social media site
that user can be
added to that
product's
audience.
The same user sees a
promotion in their social
media feed.
A user reaches
a website
through a
search term.
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Using Dynamic Creative on Facebook Exchange
Source: Kenshoo
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With search, find more accurate value of the customer...
$2.50 CPMVisit Facebook
Visit Shopping Cart
PLA Click
Conv Rate: 3.7%
Bid: $2.76
Avg Order Value: $55 Exit site
View several product pages
Search ad click for “tennis racket”
Conv Rate: 1.3%
Bid: $1.34
Avg Order Value: $23
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Alex and Ani Results from Demand-Driven Campaigns (6 months pre and post Kenshoo comparison):
Results from Demand-Driven Campaigns (DDC) for Leading Retailer vs. non-DDC benchmarks
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Thank You
