Advertising & Marketing in Social Media

ADVERTISING & MARKETING IN SOCIAL MEDIAJULI PETERSON | IDENTITYPR.COM | @juliennecarrots

2

WHAT WE’LL COVER:o Social media: How businesses got here

o Advertising in social media

o Marketing in social media

o Key components for every campaign

o Questions and discussion

3

http://www.flickr.com/photos/jesseshapins/4482198607

STATE OF SOCIAL MEDIA

4

People joined social network sites and started:

o Interacting

o Talking about brands and companies

o Sharing opinions, interests and experiences

oGiving reviews and recommendations

FIRST CAME CUSTOMERS…

BRANDS TOOK NOTICE…o Brands needed to go to where customers are

talking.o Ability to learn more about customers and

prospects.

Through social media, brands and companies:o Connecto Engageo Listen o Learno Grow their business

5

INTEGRATION OF BUSINESS

Now, almost every part of a business touches social media:

o SalesoMarketing/CommunicationsoCustomer ServiceoHuman Resourceso Legalo Investor Relations

6

7

SOCIAL MEDIA ADVERTISING

SOCIAL MEDIA ADVERTISING

Social media advertising focuses on paid space on a social networking site.

oAds focus specifically on generating traffic to a site where customers make a purchase or gain awareness about a product or service.

8

TYPES OF SOCIAL MEDIA ADSo Facebook ads, promoted posts and sponsored

storieso Twitter sponsored tweetso YouTube commercialso Website ads: pop-ups, banners, user registration,

etc.o LinkedIn adso Paid search engine ads: PPC and top rankso Blog advertisements and blogger ambassadorso Mobile adso QR codes

9

10

EXAMPLE: FACEBOOK ADS

SAMPLE AD

DASHBOARD:

11

EXAMPLE: FACEBOOK ADS

12

SOCIAL MEDIA MARKETING

Social media marketing focuses on increasing website traffic and visibility to promote sales.

o Email marketingoCompany blogso Blogger brand advocateso Engaging customers in lifestyle

storytellingoCommunity relations outreach campaigns

13

SOCIAL MEDIA MARKETING

EXAMPLE: FORD SOCIAL

14

BADGES – Graphic badges to display pride in different Ford products

OUR STORIES – Tells Ford’s brand and lifestyle stories

YOUR STORIES – Customers share their real-life experiences with Ford products

YOUR IDEAS – Submit your ideas for products, green technology, safety, convenience, etc.

15

EXAMPLE: FORD SOCIAL

FORD PLACES VALUE ON CUSTOMER INTERACTION

16

DRIVE THROUGH THE NOISEo Your campaigns must stand out above

the others.• Simple, engaging and unique.

o Understand the channel and how to engage your audience.

o Ads and campaigns must drive an action.• Clicks are currency.

17

18

CREATE YOUR CAMPAIGN

http://www.flickr.com/photos/95572727@N00/211566219/

CREATING A CAMPAIGN

Determine goals and time frame.Define your audience. Define and allocate resources.Create simple, engaging ad or campaign.Provide call to action and destination.Monitor and tweak if necessary.Evaluate.

19

20

KEY COMPONENTS

KEY COMPONENTS OF ALL CAMPAIGNSo Understand the channels

o Set goals and define related strategy

o Capture usable data

o Measure results

o Listen and learn

21

UNDERSTAND THE CHANNELSo Facebook: Visual and message-based platform• Gain likes and comments

o Twitter: Single message platform• Drive news and share content

o LinkedIn: Professional networking platform• Professional or educational, recruiting

22

UNDERSTAND THE CHANNELSo Search Engines: Content search platform

• People are looking for an answer – make your site be their answer.

o Blogs: Message-based platform• Provide valuable/helpful information, tell the

brand’s stories, demonstrate thought leadership.

o Email Marketing: Message-based platform• Send out requested information and updates to

customers/investors/leads.

23

SET GOALSSet MEASURABLE goals that prove VALUE.

EXAMPLES OF GOALS:oDrive purchasesoIncrease visibility or sharingoGrowth of followingoConnect with more customersoLead generationoCapture target audience dataoIncrease positive sentiment

24

CAPTURE DATATo understand your customers and effectiveness, you need to know who they are.

oWhere did they come from?oWhere are they located?oWhat are their interests?oWhat are they looking at?oWhy are they here?

25

CAPTURE DATAo HOW TO CAPTURE DATA?

o Email formsoGoogle Analyticso Social platform advertisingo Third-party management and analytic

platforms• HootSuite• TweetDeck• SproutSocial

26

DATA: GOOGLE ANALYTICS

27

DATA: GOOGLE ANALYTICS (MOBILE TRAFFIC)

28

DATA: SYSOMOS (TWITTER)

29

DATA: AUDIENCE & PRODUCT MENTIONS

30

31

DATA: MESSAGES & KEYWORDS

MEASURING SUCCESSWHAT DOES SUCCESS LOOK LIKE?

oConversions (sales and revenue)

oIncreased site traffic and more pageviews

oMore customer engagement with brand and/or peers

oIncrease in positive conversation online

32

LEARNING NEVER STOPSo Social media is constantly evolving and

changing every day.

o Listening is critical: What do your customers want?

o As your following grows, you will see what they like and don’t like through their interaction.

o No two days or situations are the same.

33

QUESTIONS & DISCUSSION

PHOTO CREDITS

o Slide 3 – Social media landscape, Buddy Media: http://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5

o Slide 7 – Advertising: http://www.gabrielworks.com/services/internet-advertising/

o Slide 12 – Marketing: http://www.seevirtualrealestate.com/marketing/customer-reviews/

o Slide 18 – Building blocks: http://www.emmawaltonhamilton.com/the-building-blocks-of-plot-or-dramatic-arc/

o Slide 20 – Keys: http://www.locksmiths-phoenix.com/Locksmith_Service.html

35

JULI PETERSON

EMAIL: JPETERSON@IDENTITYPR.COM

WEBSITE: IDENTITYPR.COM

TWITTER: @JULIENNECARROTS