5 Best Practices for Integrating Paid and Organic Social Media

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5 Best Practices for Integrating Paid and Organic Social Media

The benefits of organic and paid social media, and how to integrate your campaigns for a prosperous social presence.

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Andrew Caravella VP of Marketing

@andrewcaravella

Gregory Kennedy Director of Content, AdRoll

@IAmGKennedy

@AdRoll | @SproutSocial | #SproutAdRoll

+@AdRoll | @SproutSocial | #SproutAdRoll

Organic social enables brands to:

2. Engage 3. Analyze1. Monitor


1・Monitor What Matters


2・Actively Engage & Respond


3・Test, Learn & Adjust


Response Rate Response Time

The Proper KPIs to Track Success


What is retargeting?

98% of visitors leave your site without converting. Retargeting lets you re-engage those visitors with your ads as they browse other websites. Over 85% increase in return conversions.


HipMunk drive app installs & conversions with social retargeting

CASE STUDY


1・Prospective flyer browses hipmunk.com


2・Real-time ad on news site converts flight purchase


3・FB newsfeed ad drives Hipmunk hotel upsell


4・Twitter sponsored tweet drives app install


What is Retargeting good for?

Marketers are using retargeting in new and interesting ways:

Brand awareness

Social engagement

Customer retention

Driving sales

Why social?

AdRoll clients that add Facebook to their display retargeting mix get results. On average they see:

• 184% more impressions

• 205% more clicks

• 118% more conversions


Brand awareness

Engagement

Transact

Choose the right KPI to meet your objectives

• CPL (cost per lead) cost per lead for B2B

• CPA (cost per account) for SaaS products

• CPS (cost per sale) for retail customers


• Update creative once a month, even more on social

• Have creative available in all the necessary sizes including native

• Develop creative that takes into account seasonality

• Experiment with offers and discounts

• Experiment with different segmentation

• Never stop testing

How do you maintain ROI?


Click through vs. view through conversions


5 Best Practices for Integrating Paid and Organic

Social Campaigns


1・Create a cohesive brand strategy

For Earned / Organic:

• Experiment and be bold, use it as a place to test

• Interact with the community and be authentic

• Apply learnings to paid media

For Paid:

• Adopt learnings from social to paid to save on test budgets

• Incorporate your most successful social campaigns and amplify them with paid media

• Take advantage of segmentation and targeting beyond those who just ‘follow’ you


2・Connect the dots between paid and organic measurement & KPIs

adroll.com

sproutsocial.com


3・Go big on mobile

Mobile ad sizes for social:

Facebook Mobile App Install: 200x627

Facebook Page Post Link: 600x315

Twitter App Card: 144x144


4・Determine what content goes where

Permission-based marketing vs. Interruption marketing


5・Increase ROI with paid segmentation

Target users based on where they are in the sales funnel


5 Best Practices for integrating your paid & social campaigns

• Create a cohesive brand strategy

• Connect the dots between paid & organic measurement & KPIs

• Go big on mobile

• Determine what content goes where

• Increase organic ROI by utilizing paid segmentation

Check out AdRoll’s State of the Industry

Reportadroll.com

https://www.adroll.com/resources/reports/state-of-the-industry-14

Try Sprout free for 30 days.sproutsocial.com

http://sproutsocial.com/pricing