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Head & Heart: Integrating Search and Social to Reach Your Consumer
January 16, 2020 @ 11:00 am - 1:00 pm CSTFree
- Leveraging search and social data to create a holistic strategy
- Planning for success with potential KPIs
- Creating a continuous feedback loop between search and social teams
- Tips for structuring this integrated approach
- Examples and case studies of campaigns that have seen improved results through this framework
We know consumers live in an omnichannel world and as digital marketing experts, we need to create a consistent user experience across search and social through the path to purchase. Search and social platforms provide unparalleled ad targeting and reach options while providing near real-time insights into your consumer. The trick is creating a framework that fosters the best of both worlds to drive ad spend efficiency.
The key to success is to create a continuous feedback loop between search and social. By beginning with what the consumer is searching (keyphrase research) or talking about (social listening), brands can create an integrated strategy across platforms. These ads should drive to consumer-centric content (text and visual), which is further optimized to improve quality score, CTR and bounce rates. Running search and/or social ads against this new content will inspire engagements (clicks, comments, time on site, shares). From analyzing the engagement, we can further refine our targeting, keywords and content which starts the loop over again. While in an ideal situation this process is conducted across both search and social platforms, brands or marketers can use insights from one platform to inform others ensuring both push and pull mediums are in sync.
Maggie Malek is passionate about connecting people with the things they care about. As CEO of MMI Agency, she has helped guide the agency through an era of positive transformation and facilitate even closer integration with clients and their brand partners. Every day she works with an amazing team to lead brands in creating integrated experiential programs, digital and search strategies, e-commerce programs, and social media and public relations campaigns that help to connect them with customers. Maggie’s had the honor to work with Fortune 500 clients ranging from American General to Shell Oil Company, Procter & Gamble, Nestle and more. She’s also had the pleasure of working directly with platforms like Facebook and Google on innovative new product offerings for her shared clients and has played an advisory role for several small tech start-ups. Prior to joining MMI, Maggie worked in a variety of industries including web marketing, traditional public relations, magazine publishing, sports and wedding planning. Her diverse experience provides clients with a unique perspective for positioning their social media strategy and tactics within their larger integrated marketing and public relations strategy to align directly with business goals. An avid public speaker, Maggie has had the honor of addressing the following organizations: SMX, SMX Advanced, PubCon, P&G Signal, Social Media Day, #CMGRHangout, the Women in Information Technology Conference at Texas A&M, the Interactive Strategies Conference, the CultureMap Connect Social Media series, and led the Microsoft “Hands-on Social Media” workshops in Houston.