Redefining Performance Marketing
By Craig Greenfield
About Craig
Craig Greenfield is the vice president of search and performance media at Performics, the performance marketing arm inside Publicis Groupe's VivaKi Nerve Center. Craig is skilled in the introduction, development and application of customer marketing information to achieve continued growth and advantage. In 2005, he was a member of the team that introduced account planning to Performics' account management practice. As an account director, Craig was responsible for leading multiple client assignments with a focus on integrated demand generation. Prior to Performics, Craig served as management supervisor at Jacobs & Clevenger where his responsibilities included multichannel marketing communications planning, execution and response analysis. He has extensive automotive experience as a planner on the Ford account at J. Walter Thompson. There he was the direct marketing lead on a cross-functional team focused on customer acquisition and retention.15 Minutes Ahead
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Craig Greenfield's Redefining Performance Marketing: 3 Ways to Turn Earned Media Insights Into Paid and Owned/Organic Gold
- Who's talking about your brand?
- How's your audience discussing your brand?
- What themes, topics and links permeate the conversation?
- What are users querying about your brand or the vertical in general?
- What’s the phraseology they're using?
Simple collection methods include using social listening tools to understand customer conversations on social sites; managing profile pages on Facebook and/or Twitter to gain customer feedback; and mining query data to get a better idea of customer intent. However, to turn earned media insights into paid and owned/organic gold, brands need practical tactics for leveraging and applying the information.
Moving from insights to action
Earned media can create more effective paid media campaigns through the use of social listening tools to build out keywords for a client’s paid search campaign. Performics has done this for a number of clients, specifically in the apparel vertical. After a retailer's recent product launch, Performics used its proprietary social listening tool to identify top themes that its client’s customers were discussing on social sites.
Performics focused analysis on brand-related conversations, and then filtered those posts by topic to only view conversations around the new product line. The retailer was able to identify all relevant phrases and terms, such as “military jacket” and “bf blazer,” that customers associated with its new product launch.
To assess the value of these newly identified phrases/terms, the retailer took into account the sentiment, frequency and reach of each. Performics’ listening tool assigns sentiment — positive, negative and/or neutral — to every customer post collected. Any customer post or tweet, for example, that included the term “military jacket” was assigned a sentiment value. The posts referring to “military jacket” were generally positive; therefore, that term was assigned positive sentiment.
The social listening tool also helps evaluate the influence of those selected phrases/terms. The retailer was able to assess the value of “military jacket” compared to other terms by understanding the number of customers using this term (frequency) and the number of followers exposed to the term (reach). The tool helped to quickly identify the most valuable phrases/terms relevant to the brand and product that were appearing within customer conversations. The phrases/terms then became the baseline for building out additional keywords for the new product launch.
Varied application of insights
How can marketers apply information gained from earned media? Three suggestions to get started include the following:
- keyword buildout for search campaigns (paid and organic);
- content campaign development; and
- creative development.
As more consumers take to social sites to converse, performance marketers should continually be mindful of ways to make insight from these conversations actionable.
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Great article Craig. You couldn't be more right-on with the power of "gained insight" marketing. I used it to leverage, not only top keywords, but the customer's trust. It pays to mine and listen.