Some best practices on integrating search & social into your digital marketing program.

1. We move people, products
and culture.
Search & Social
Gary Ware
Director, Digital Experience

2. What we will cover:
• Consumer decision journey
• Understanding each channel
• Integrating multi-channel plan
• About i.d.e.a.
• Q&A
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3. We move people, products
and culture.
The Consumer Decision Journey

4. Decision Journey Before…
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5. Decision Journey Now…
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6. 76% of Consumers Start Research
Outside of a Brand’s Site
Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)
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7. Multi-Channel Strategy is Key
Consumer Activation
Source: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011)
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8. We move people, products
and culture.
Understanding Each Channel

9. Convergence of Media Channels
Traditional Ads
Promoted
Sponsored Brand
Customer Content
Press Coverage
Brands that
ask for
Organic shared Corporate Content
Social Shares
Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
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10. Search is Key in all Stages of the
Funnel
• Intercept new users
• Assist with consideration phase
• Directional search
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11. Social Plays a Big Part in
Awareness Stage
• Community building
• Engaging content (conversation starters)
• Influence new customers
• Promote brand advocacy
• Improve search visibility
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12. Utilize Insights to Improve Each
Channel
• Understand the voice
of the customer • Keywords!
• Understand Audience • Test potential
Pain Points messaging
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13. We move people, products
and culture.
Integrating a Multi-Channel Plan

14. “Life is about taking action, and
your work is not driving action,
you need to stop & reboot.”
-Some Wise Man
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15. 95% Planning
5% Execution
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16. Strategy & Planning
• Identify key consumer touch-
points (channels)
• Develop goals aligned with
business objectives
• Develop content that lives
across platforms
• Unified keyword strategy
• KPI’s per channel
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17. Avoid Shiny
Object
Syndrome
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18. Use a Value Chain Approach
Source: Forrester
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19. Use Analytics To Guide Decisions
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20. Campaign Execution
• Aligned content across channels
• Real-time adjustment
• Channel flexible
• Influencer relations
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21. Develop Engaging Content
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22. Start a Movement

23. Teachable Fantastic Spending
Moments Plastic Responsibly
•1million purchase alerts •New card signups rose •2012Paybefore Awards
delivered to parents
from under 50 to nearly Winner: Best Youth
across the US
1,000 per day Prepaid Program
Moving Moving Moving
people. products. culture.

24. Analysis & Measurement
• Utilize analytics for continued
improvement of channels
• Qualitative & quantitative data
• “So What?”
• Multiple data sources
• Web Analytics
• Social Listening
• Competitive Analysis
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25. Attribution modeling
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26. Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
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27. We move people, products
and culture.
i.d.e.a

28. i.d.e.a. is
a progressive creative
communications leader.
We deliver smart, right-sized ideas that live in all the unique places consumers play.
Consumers move fast, and so do we, to propel our partners forward and make brands
matter.

29. We people,
move products
and culture.

30. Partner Team
All Square Table.
Brand Partner Brand Manager Strategy
Public
Relations
Media Media
Brand Consumer Brand Reputation
Team Team
Social
Digital
Design Creative i.n.n.o.
Creative Team

31. We move people, products
and culture.
Questions?

32. THANKS!
garyw@theideabrand.com
@garyware
about.me/garyware
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