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Social Advertising Taught by Gwen Woltz Co-founder, Wahine Media social media strategy, training & implementation for business Slides: slideshare.net/wahinemedia

Social Media Advertising: Pacific New Media, June 2016

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Page 1: Social Media Advertising: Pacific New Media, June 2016

SocialAdvertising

Taught by Gwen Woltz Co-founder, Wahine Media social media strategy, training & implementation for business

Slides: slideshare.net/wahinemedia

Page 2: Social Media Advertising: Pacific New Media, June 2016

Why social advertising?

Page 3: Social Media Advertising: Pacific New Media, June 2016

Social ads won’t solve your problems, they compliment your success.

Page 4: Social Media Advertising: Pacific New Media, June 2016

Remember the context! Don’t use social ads to market, use them to engage.

Page 5: Social Media Advertising: Pacific New Media, June 2016

Design for mobile first.

Page 6: Social Media Advertising: Pacific New Media, June 2016

FacebookAds

Page 7: Social Media Advertising: Pacific New Media, June 2016

FacebookAds

• Objectives • Target audience

• Location • Demographics • Traveling now • Interests/behaviors • Exclude/narrow

• Placement & budgeting • Format & media

Page 8: Social Media Advertising: Pacific New Media, June 2016

FacebookAds

• Power editor • Audience insights • Saving audiences

Page 9: Social Media Advertising: Pacific New Media, June 2016

InstagramAds

Page 10: Social Media Advertising: Pacific New Media, June 2016

InstagramAds

• Placed within Facebook ad platform • Cannot target IG followers • Use to sponsor content • No “follower” ads, but can use

sponsored content to encourage follows

Page 11: Social Media Advertising: Pacific New Media, June 2016

TwitterAds

Page 12: Social Media Advertising: Pacific New Media, June 2016

TwitterAds

• Objectives • Target audience

• Location, gender • Keywords, interests • Followers • Tailored/custom audiences

• Twitter cards • Budgeting & placement

Page 13: Social Media Advertising: Pacific New Media, June 2016

Scenario #1 Keep engagement and growth on profiles

Page 14: Social Media Advertising: Pacific New Media, June 2016

Keepengagementandgrowthonprofiles

• Example: Maui Kai Condos • Facebook

• Build fans throughout month* • Boost post 1x per week*

• Instagram • Sponsor posts 1x per week OR • Sponsor content to build fans*

• Twitter • Promote profile throughout month* • Promote tweets 2x per month*

Page 15: Social Media Advertising: Pacific New Media, June 2016

Scenario #2 Increase website traffic, track conversions

Page 16: Social Media Advertising: Pacific New Media, June 2016

Increasewebsitetraffic,trackconversions

• Example: YMCA Long Island • Website traffic ads • Facebook pixel installed • Highly targeted groups, narrowed by

each location • Customize images or text per location • Bid for clicks • Retarget website traffic last*

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Scenario #3 Increase participation in giveaway

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Increaseparticipationongiveaway

• Industry: hospitality • Entry form installed on website and

Facebook App • Facebook

• Ad 1: page like ads (Facebook no longer allows fan-gating)

• Land on entry form app* • Ad 2: boost post to fans, pin to top* • Ad 3: website traffic ad to entry form

• Twitter • Leads on Twitter (using Twitter card)* • Land on website

Page 19: Social Media Advertising: Pacific New Media, June 2016

Scenario #4 Get people to walk in your door

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Getpeopletowalkinyourdoor

• Industry: fitness • Fan like ads: build awareness

• Target people who like competitors who live in your area*

• Target people who live in area with “fitness” interests

• Boost post: keep top of mind • Local awareness targeted ad: convert*

• Make ads timely and “now” • Include “in your area” verbiage

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Resources

• Twitter Advertising • https://support.twitter.com/groups/58-advertising

• Twitter Contest Guidelines • https://support.twitter.com/articles/68877-guidelines-for-

contests-on-twitter • Facebook Advertising

• https://www.facebook.com/advertising • Latest Facebook Ad News

• https://www.facebook.com/business/news/?tag=ads • Aaron Zakowski Facebook Ad examples

• http://aaronzakowski.com/wp-content/uploads/2015/02/Facebook-Ads-Swipe-File.pdf

• Facebook link ad tips • https://www.facebook.com/business/a/online-sales/link-

ads-tips • Twitter Ads success stories

• https://business.twitter.com/success-stories

Page 22: Social Media Advertising: Pacific New Media, June 2016

Keepintouch!

Wahine Media web: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemedia

Gwen Woltz @gjwahine

Download this slideshow:http://slideshare.net/wahinemedia