Q&A with Jason Dailey, Partner Development Lead at Facebook

By the minneapolis egotist / /

Written by Brooke Nelson, organic social strategist at Rocket55

On a sunny Friday in June, the world of digital marketing converged on the Saint Paul RiverCentre for the annual MnSearch Summit: a one-day marketing conference that brings together marketing and business professionals from around Minnesota and the greater Midwest for a day learning from an elite lineup of keynote and session speakers.

One of those speakers was Jason Dailey, Partner Development Lead at Facebook. Our CMO, Caitlin Tvrdik, had the pleasure of introducing him for his session and also had a few minutes to talk with him about his topic: “Unleashing the Power of Search and Social Integration.” Here’s a peek at their conversation.

Caitlin: So, Jason, in many companies there’s a world of Social and a world of Search, and never the twain shall meet. How do you see these very different channels working together in an effective campaign?

Jason: Search and social are essential ingredients of any successful marketing program. Both have proven to be highly effective and efficient for customer demand generation and fulfillment. Search with its ability to “pull” users into a brand’s message and social, with its ability to “push” a message to a highly targeted audience. It’s not just search, and it’s not just social. What unites us all is a focus on performance marketing and performance outcomes.

Caitlin: How can businesses diversify their performance media investment and make channels work better together?

Jason: Integrating search and social is a good place to start. 58% of search queries are now on mobile, and 25% of those are on Facebook, Instagram and Amp. Mobile is transforming customer experience and companies need to adapt if they want to capture the growing audience consuming media through their devices.

Caitlin: What are the top three ways you see mobile transforming the customer experience?

Jason: Definitely video first. Over 100 million hours of video are consumed daily, and as of 2016 over 50% of that was on mobile devices. According to Cisco, 75% of all mobile data will be video by 2020.

Second, content consumption is different on mobile vs. non-mobile. Consumption is frequent and fast. In a study Facebook conducted, 73% of participants confessed to having their mobile device with them all the time. 62% said they check it at least 30 times a day. They’re scrolling through their apps 32x faster on mobile than on desktop — your window to catch their eye is shrinking rapidly.

Third, the quality of engagement is changing. Watching television, your brain perceives it as a small screen because you’re further away, and there’s also more distractions in your field of vision. When you’re engaged with a mobile screen, it’s closer to your face. Your brain perceives it as bigger, and there are fewer distractions. Your attention is 82% higher, distraction is 75% lower.

Caitlin: What are some of the similarities and differences you see in search and social?

Jason: They have the same outcomes, but different signals. When using search, we have your intent — what you want to do. With social, we have your identity — your name, email, hobbies, affinities and more. Search is an intent machine. You tell it what you want, when you want it. Before Facebook, nobody used their real name and real identity on the internet. Now we are able to use identifiers and attributes to target advertising, as well as third-party data. Facebook complements search.

To date, Facebook ads drive an average of 6.3% lift in mobile search volume, and clients are seeing increases of 30-70% in ROAS in their search campaigns. Search and social are better together.

Caitlin: Do you have any advice on actions companies can take today?

Jason: What slows companies down and inhibits success is unnecessary silos and walls. Overcoming this is one of the keys for unlocking opportunities.

Keep your teams connected and talking. Keep consistent brand messaging and copy across channels.

Focus on your creative. If your creative is crappy, it’s not going to perform. You have three seconds to capture attention. Use bright, vivid colors and get to your brand logo quickly. Tell a story that doesn’t need sound. Use captions to help.

Use Google Insights and Google Correlate to understand what your audience is doing. It’ll give you insights about your current customers and also your targets.

Caitlin: Thank you so much for your time today, Jason!

Jason: It was my pleasure.

Brooke Nelson, Rocket55