#SMX #33D @djgeoffe

SOCIAL CREATES DEMAND, SEARCH CAPTURES INTENT

BETTER TOGETHER:

SEARCH + SOCIAL

#SMX #33D @djgeoffe

This is how many of us define what we do…

#SMX #33D @djgeoffe

This is really how we need to define what we do…

#SMX #33D @djgeoffe

Rule #1 of Social + Search Club:

Don’t talk about platforms or technology

#SMX #33D @djgeoffe

Rule #2 of Social + Search Club:

Talk About How People Behave…

2015 People Trends:

• Buying convenience

• Omnichannelsolutions

• 24/7 convenience

#SMX #33D @djgeoffe

Question #1 of Social + Search Club:

Does Social Drive Awareness and Search Drive Intent?…

#SMX #33D @djgeoffe

Answers #1

• Many think this is the case and align their advertising so that social data fuels search intent

• What keywords can one plant in social that will drive in search?

• What content can one plant in social that will drive SEO?

#SMX #33D @djgeoffe

Additional Questions #1

• The web and behavior aren’t linear so to think people see content on social, then search is too simplistic in the complexity of human beings. Yet for the majority this is how the river flows.

• Where is the source of demand being generated? Where is your starting point?

#SMX #33D @djgeoffe

Question #2

Will additional search supply yield higher results if the keyword “shower speaker” is a highly profitable search term for a marketer yielding a 10:1 return on ad spend.

#SMX #33D @djgeoffe

Answer #2

• No. If you, the marketer, try to invest more in your search campaign, that will not cause more people to search for “shower speaker,” it will simply cost you, the marketer, more to reach the same number of people.

#SMX #33D @djgeoffe

Additional Questions #2

• Isn’t it important to understand the psychology of how people use Google and use it when compared to how they use social?

• People are in discovery mode on social, not intent mode, so they are more inclined to dig for information later if they’ve discovered on their own time.

#SMX #33D @djgeoffe

Question #3

If people don’t have purchase intent like they do on Bing, how is social valuable?

#SMX #33D @djgeoffe

Answer #3

• It turns out that this is exactly why social is so valuable – it is that very lack of intent that creates an opportunity to win over new customers.

• Marketers looking to search data to tell them where the demand comes from is a reactive strategy.

• Proactive is creating the demand.

#SMX #33D @djgeoffe

Additional Questions #3

• Is Google and Bing the last stops on the customer purchase journey?

• The question marketers should always ask is where did that purchase intent come from in the first place? Marketers should be seeking the source of demand (aka Twitter, Facebook) and going there as a starting point.

#SMX #33D @djgeoffe

Objective – Getting CMOs to Pay Attention to Search Marketing

Content – “Why CMOs Should Pay Attention to Search Marketing” Video Series and Infographic

Bing Ads – Keywords (Phrase Match): Search Marketing for the CMO, Search Engine Marketing, Paid Search Advertising, Search Advertising, Bing, Bing Ads,

Social Distribution (Organic/Paid) – Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest

CTAs/URLs – Point to Website Landing Page with additional content (Nurtures SEO)

Example Applied to a Real Business

#SMX #33D @djgeoffe

Example Applied to a Real Business

Demand Ideation

Around Context,

Feature, PEOPLE

Social Network

Distribution:

Facebook, Twitter,

LinkedIn, Instagram,

Etc. Search Engine

Marketing Campaign

in TANDEM with

Social Campaign

Data Analysis of

KPIs Generates

New Data for

Future, Ongoing

Agile Marketing

Campaigns

Business

Objectives

Data insights to

inform Science and

Art of Next

Campaign

#SMX #33D @djgeoffe

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CA

MARCH 1-3, 2016