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Social Media Advertising
How to Make Bucks with Social Media
Here for the long run
Social media advertising isn’t just a buzzword
anymore. It’s a real, tangible driver of leads and sales,
and marketing departments are increasing their social
ad spend across the board in response.
Traditional Advertising Internet and Social Media Advertising
Impersonal
Numbers driven
Unquantifiable consumer behavior
Low cost per capita
High total cost
One way communication
Response to feedback is not immediate
Personal
Direct communication
Feedback driven
Engaged
Cost effective - A/B testing
Highly visible communication
Immediate response available
Types
Page Post Engagement
Page Likes
Clicks to website
Website conversions
Video Views
App Installs
App Engagement
Offer Claims
Event Responses
Placement
Desktop Newsfeed
Mobile Newsfeed
Right hand column
Types
Promoted Tweets
Promoted Accounts
Promotes Trends
Targeting Features
Tweet engagement
Website clicks or conversions
App installs
Video views
Follower growth
Twitter lead collection
Price is based on
Objective
Audience
Budget
Types
Premium Display Ads
Email Marketing via Sponsored InMail
Direct Sponsored Updates
Targeting Features
Industry
Position and Seniority
(e.g. white paper for managers)
Location
Company size
Pricing
Cost per click (CPC) bid
Cost per 1,000 impressions (CPM) bid
Effective with B2B marketing
Most Popular Advertising Channels
Targeting features
Location
Language
Age
Employment
Interests
Purchasing behaviours
Pricing
Cost per click (CPC) bid
Cost per 1,000
impressions (CPM) bid
Cost per conversion (e.g.
event responses)
Pricing is optimized
on competition, delivery
fatigue, frequency, budget
Targeting features
Location
Language
Age
Interests
Device
Networks
Example:
A coffee shop can
target audiences already
following rival coffee
shops in the city, or
even people who are
similar to your follower
base, a great way to find
your target audience.
http://blog.hootsuite.com/beginners-guide-to-social-media-advertising/
More Channels
• Currently in beta testing
• Promoted Pins (content you choose to promote that will
appear high within search results)
• 1 type only: an image appearing in non-follower feeds with a
sponsored icon on the top right corner.
• Currently available to selected brands
• Its mobile focus, visual appeal and young audience will make it
a successful advertising channel.
http://blog.hootsuite.com/beginners-guide-to-social-media-advertising/
General Tips
• Use free social media to beta-test your paid social ads
• Take advantage of targeting features
• Rotate ads frequently (week on/week off) to avoid ad fatigue
• Send out several “test” ads to small audiences, track the results, and then
pushing winning ads to larger groups. It’s cheaper and more effective
• Understand how ads are sold and adapt your content accordingly
• Design your ads with smartphones in mind.
The Coca Cola Example
For Super Bowl XLVIII, Coke wanted to
celebrate their core positioning around
happiness, and illustrate it using the
diversity of Americans. To do this, Coke
developed a film, “America Is Beautiful,”
which aired during Super Bowl XLVIII
on both TV and Facebook.
For each group, they customized the
thumbnail and copy that appeared in
people’s News Feeds.
Try doing that with TV.
Facebook Blueprint – December 2014
The Strategy
Planning is key. Make sure to make a competitor analysis to learn about trends in your market, what
your competitors are doing, what works and what doesn’t.
Develop a 12 months strategy for your brand following the R.A.C.E concept:
Reach: Grow your audience
Act: Encourage brand interactions and leads
Convert: Increase Sales
Engage: Build customer loyalty and advocacy
PATIENCE IS ALSO KEY
Template from Smart Insights
Track Marketing ROI
• Social Platforms Reports
• Track progress against your objectives
• Compare and contrast the marketing investment
against revenue
https://youtu.be/mt3povGsIGw
http://www.marketingmo.com/campaigns-execution/how-to-calculate-roi-return-on-investment/
