Paid Social Media: How to take your online marketing to a new level

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Three Deep MarketingPaid Social Advertising

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Who am I and why are we here?

Carie OttoPaid Media & Optimization StrategistThree Deep Marketing

Why are we here?To see how social media may impact your business in 2016 and beyond.

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The Plan for Today

• Social Media Trends• Social Content Strategy & Advertising• Diverse Targeting Options• Ad Choices• Case Study• Questions

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Social Media Advertising

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Facebook

The social platform that refuses to give up.

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Facebook – Users by Geography

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Facebook – Ad Revenue by Geography

Facebook accumulated $4.3 billion in ad revenue (in one quarter!).

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Facebook Revenue by Format

Mobile isn’t going ANYWHERE!

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LinkedIn Membership

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LinkedIn

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Twitter at a Glance

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Margot Bloomstein

Content Strategy

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Kristina Halvorson, CEO & Founder of Brain Traffic, 1st edition of Content Strategy for the Web

“Content strategy guides planning for the creation, delivery, and governance of useful, usable content.”

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Various; See Notes

Content Marketing

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Joe Pulizzi, Founder, Content Marketing Institute

“Create valuable, compelling and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action.”

AdAge

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Content Marketing is particularly hot, and has been since 2011.

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Not all Targets are Equal

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Facebook will recommended a CPC bid based on competition for the target audience.

Basic Targeting on Facebook (& Instagram)

Category ExampleDemographics Women

Minneapolis/St. Paul DMA24-45

Interests ParentingBehaviors Baby productsData Income > $40K

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Advanced Targeting on Facebook

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Targeting Options on LinkedIn

LinkedIn will determine a recommended CPC bid for your audience.

Category ExampleDemographics MSP DMA

Age 25-55+Company Select

Industries500+ Employees

Job Senior LevelSkills Marketing

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Targeting on Twitter

Twitter will generate a recommended CPC bid based on your target audience.

Category ExampleDemographics

MalesU.S.

Behavior Sports fansInterests BasketballKeyword March Madness

NCAA BracketCollege Basketball

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You WILL PAY for Your Target Audience

Consider your audience. Can still represent a steep discount over search networks.Use in combination with search.

Platform Experienced Average CPC

Facebook $0.50 - $1.50LinkedIn $4.00 - $9.00Twitter $1.00 - $2.00

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Not all Ads are Created Equal

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Facebook Ad Formats

Standard Carousel

Video

www.facebook.com/business/ads-guide

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Instagram Ad Formats

Photo Ads Video Ads Carousel Ads

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Remember that target audience we defined for facebook? It triggered this ad experience:

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Interactive ads are well worth it!

Carousel ads drove

2-3X higher CTR.More clicks for same exposure.

Increased Relevance Score ~3 points.

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LinkedIn Ad Types

Ads that appear in the newsfeed have MUCH higher CTR.

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Twitter Ad Types

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“Discounts” for quality ads

Ad networks give ads quality or relevance scores based on the advertising trifecta.

Advertisers

UsersAd Networks

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Case Study

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Recipe Website: Social Media Case Study

PRIMARY GOAL

.Share fun, fresh, relevant content with those who like recipe Facebook page and core target markets.

SECONDARY

Encourage sharing of this content socially to extend reach.

TERTIARY

Drive engaged website traffic.

Drive in-store purchases.

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Content Strategy

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Content Marketing

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Content Marketing

Promote posts to four key audiences:

Parents of young children

Empty Nesters

Current Likes

Young Adults

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33%

33%10%

25%

People Reached

Parents (28-44)Empy Nesters (45+)Current Facebook LikesYoung Adults (18-27)

20%

40%27%

14%

Total Engagements

Parents (28-44)Empy Nesters (45+)Current Facebook LikesYoung Adults (18-27)

Results

Empty NestersEmpty Nesters

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1/1/15

1/11/1

5

1/21/1

5

1/31/1

5

2/10/1

5

2/20/15

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3/12/1

5

3/22/1

54/1

/15

4/11/1

5

4/21/1

55/1

/15

5/11/1

5

5/21/1

5

5/31/1

5

6/10/1

5

6/20/15

6/30/1

5

7/10/1

5

7/20/1

5

7/30/1

58/9

/15

8/19/1

5

8/29/1

59/8

/15

9/18/1

5

9/28/1

5

10/8/

15

10/18

/15

10/28

/15

11/7/

15

11/17

/15

11/27

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12/7/

15

12/17

/15

12/27

/151/6

/16

1/16/1

6

2015 Page Likes and Engagement

Lifetime Total Likes Lifetime: The total number of people who have liked your Page. (Unique Users)Daily New Likes Daily: The number of new people who have liked your Page (Unique Users)Daily Page Engaged Users Daily: The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users)

Facebook purged inactive or deleted accounts from page likes in March

December 1, Facebook Paid Campaign Started

December 31, Facebook Paid Campaign Stopped

Results

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1-Jan 22-Jan 12-Feb 5-Mar 26-Mar 16-Apr 7-May 28-May18-Jun 9-Jul 30-Jul 20-Aug10-Sep 1-Oct 22-Oct 12-Nov 3-Dec 24-Dec 14-Jan

Total ReachThe number of people who were served any ac-tivity from your Page including your posts, posts

to your Page by other people, Page like ads, mentions and checkins.

Daily Organic Reach Daily: The number of people who visited your Page, or saw your Page or one of its posts in news feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users)

October 15, Organic Facebook Campaign Began

December 1, Paid campaign on Facebook Began

December 31, Paid campaign on Facebook Ended

Results

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Results - Pinterest

2015 Pinterest Follower Growth

Facebook Ads started

Pinterest cleaned out many spam accounts early in November

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Results - Pinterest

1/1/201

5

1/13/2

015

1/25/2

015

2/6/20

15

2/18/2

015

3/2/201

5

3/14/2

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3/26/2

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15

4/19/2

015

5/1/201

5

5/13/2

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5/25/2

015

6/6/20

15

6/18/2

015

6/30/2

015

7/12/2

015

7/24/2

015

8/5/20

15

8/17/2

015

8/29/2

015

9/10/20

15

9/22/2

015

10/4/

2015

10/16

/2015

10/28

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11/9/20

15

11/21

/2015

12/3/

2015

12/15

/2015

12/27

/2015

1/8/201

6

2015 Clicks to Website from Pinterest

Clicks Visitors

Facebook Ads started

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Results At the Business Level

Huge lift in engagement across multiple channels.Spike in web traffic from social sites.Content reached target audiences.

Does the core target audience need to be redefined based on learnings?

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How do I get started?

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Free To Explore

Facebook Advertising• Facebook for Business: www.facebook.com/business

• Power Editor: www.facebook.com/ads/manage/powereditor

LinkedIn Advertising• Linkedin Ads: www.linkedin.com/ad

Twitter Advertising• Twitter Ads: ads.twitter.com

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Three Deep Marketing manages $7+ million in paid media spending annually

All campaigns are managed by certified paid media strategists with proven success

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QUESTIONS?