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45 min. presentation - Social Media Week Copenhagen Social Media Advertising and Your Content Strategy - the Great Disconnect Do we create content in a vacuum? Are our ads created in silos? In many organizations, the norm is to separate ad creation and content creation, without a holistic editorial view. At Falcon Social, we believe advertising and content go hand in hand to drive business. We’ll take a look at some of the best practices for allowing content creation and social media advertising to work together, effectively. This keynote will cover: - The balance of advertising and content, and when and how to boost effectively to capture leads - Using custom targeting to avoid spamming your audience - How to build an audience with a rich content strategy Speaking about social media advertising in relation to content strategy will be Falcon Social’s May Laursen, Inbound Marketing Specialist, and Mary Liebowitz, Social Engagement Manager.
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SOCIAL MEDIA ADVERTISING & YOUR CONTENT STRATEGY
The Great Disconnect #smwads
MARY Mary Liebowitz
@sparklewitz
@falconsocial
Social Engagement Manager
#smwads
MAY May Laursen
@maylaursen
Inbound Marketing Specialist
#smwads
FALCON SOCIAL (@FalconSocial)
Copenhagen startup founded in 2010
An enterprise-focused, all-in-one social media management platform
Hit hypergrowth period in Q3 2013, so most of our teammates are relatively new
Employees consist of 108 team members, of 30 different nationalities
#smwads
TODAY
Content
• The Balance of Advertising and Content
• Building an Audience with a Rich Content Strategy
Advertising
• When & How to Boost Effectively to Capture Leads
• Using Custom Targeting to Avoid Spamming Your Audience
• 3 Examples of Connected Content Strategy & Advertising We Like !• Comments - Questions?
#smwads
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•
!
In social marketing, maintaining authenticity comes from a combination of structure, self-awareness, and consistency.
#smwads
THE BALANCE
#smwads
CONTENT STRATEGY
CONTENT MARKETING
INBOUND MARKETING
SOCIAL ADVERTISING
!
Content Strategy:
• Is the framework for your content
• Aligns an overview with business goals
• Gives content a sustainable lifecycle !Content Marketing
• “Delivering the content your audience is seeking in all the places they are
searching for it”. (Joe Pulizzi)
#smwads
THE BALANCE
!
Who We Are
• Clean aesthetic
• Scandinavian background
• UX and ease-of-use
#smwads
THE BALANCE
!
Where We’ve Been Lucky
Working from scratch:
• Most content created in the last 5 months
• The need for social presence backed up into content strategy
New, growing team:
• Flat, Scandinavian hierarchy
• Team members are new & enthusiastic & looking for ways to work together
#smwads
THE BALANCE
!
•
!
Self-awareness:
• Who are you
Client research:
• What are your target audience’s challenges
• What type of content do they typically look for
Organization
Resources
Responsibility
#smwads
STRATEGY & AUDIENCE
!
!
Why Advertise?
• Create awareness
• Attract new audiences
• Capture leads
• Increase consumption of existing audiences
• Strengthen brand position
!
SOCIAL ADVERTISING
!
•
!
Control:
• You define the audience
• You select the channels
• You set the exposure rate
!
!
TARGETING
YOU DON’TWANT TO BE THAT GUY!
!
!
•People you’re interested in People who are interested in you
TARG
ET
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•
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• Demographics
• Geographics
• Interests
• Custom Audiences
• Lookalikes
TARGETING
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•
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• Hard and soft sell
• Explicit and implicit CTA
• Catchphrases and puns
• Capitalization
• Offer or benefit lead
TARGETING
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•
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• Twitter lead gen cards
• FB custom CTA buttons
• Dedicated landing pages
• Bidding optimization
• Capture contact info for retargeting
FORM
!
•
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Tracking
• From ad to conversion - The customer journey
• Split testing
• Segments
• Creative
• Content
• Conversion tracking
• Attribution modelling
TARGETING
!
•
!
Tracking
• Google Analytics
• Conversion paths
• Conversion sources
• Time lag
• Affiliate advertiser insights
• Split testing tool e.g. Optimizely
• Heat and scroll maps
TOOLKIT
!
General Electric - “Imagination at Work”
Conglomerate corporation with Energy, Technology Infrastructure, Capital Finance and Consumer & Industrial divisions !
!
#smwads
EXAMPLES WE LIKE
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Cisco - “Imagination at Work”
Networking Technology !
!
#smwads
EXAMPLES WE LIKE
!
Colgate-Palmolive - “World of Care”
Multinational Consumer Products Company !
!
#smwads
EXAMPLES WE LIKE
#smwads
@falconsocial @sparklewitz @maylaursen
/FalconSocial +FalconSocial @falconsocial @sparklewitz
/falcon-social /maryliebowitz
/pernillemaylaursen
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