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Of Effective Paid Social Media CampaignsThe 4 Secrets
By Josse Alex Garrido, UTRGV Social Media & Digital Marketing Manager.
bit.ly/spicase16
Yes, you have to pay to play.
No, it doesn’t have to be expensive.
Our G al:“Make social media ads as effective and
cheap as possible.”
Effective paid social media campaigns:
Have a clear objectiveDo not feel like adsReach the right kind of peopleWork together
Develop a clear objective
Think about an important message your department/division wants to publish. It can be a program, event, update, etc.
* What do you want to accomplish?
Activity1
Translate it to digital marketing
How can you translate your campaign objective into the digital world?
Impressions: total people reached, cost per impression.
Video views: click to play, time on video, completion rate.
Engagement: likes, comments, shares.
Website visits: website hits, time on site, bounce rate.
Conversions: form submissions, registration, key website visits.
Activity2
Low Engagement Medium Engagement High Engagement
Website Conversion $$$$ $$$$ $$$
App Install $$$$ $$$ $$
Lead Generation $$$ $$ $$
Event Attendance $$$ $$ $
Page Likes $$ $$ ¢
Post Engagement $$ $ ¢
Impressions $ ¢ ¢
Forget the “single ad mentality”
Soil: Organic engagement
Plant: Your actual campaign, your goal
Fertilizer: Your paid engagement
Activity3
Unless you work in the advertizing industry, you are not very likely to share ads.
ExcitementWe share
AngerWe share
SurpriseWe share
PrideWe share
High Arousal vs. Low Arousal
From “Contagious: Why Things Catch On” by Jonah Berger.
High Arousal
Low Arousal
More PleasantLess Pleasant
Excitement
Astonishment
Joy
Happiness
Inspiration
Anger
Anxiety
Disgust
Sadness
Loss
Pity
Contentment
Relaxation
CalmnessBoredom
Gratitude
Activity4
Reach the right kind of people
Types of people on social media:
Lurkers: Seeking high entertainment value. Hard to engage. Most of the people on social media.
Active consumers: Strong affinity with your messages. Actively engage, don’t necessarily share.
Advocates: Seek your content and share it.
If you are not reaching the right kinds of people, you are wasting your time
and money.
Facebook/Instagram Audience Segmentation
LocationAge rangeGenderDemographicsInterestBehaviors
Facebook Audience Insights: facebook.com/ads/audience-insights
Acxiom PersonicX Clusters: isapps.acxiom.com/personicx/personicx.aspx
FB Demographics
Education: Level, field of study, school, undergraduate years.
Generation: Baby Boomers, Generation X, Millennials.
Life events: New job, new relationship, engaged, newlywed.
Parents: New parents, toddlers, preschoolers, preteens, teenagers, adult children.
Work: employer, industry, job title, office type.Activity
5
FB Interests
Business & Industry: advertising, banking, healthcare, small business, etc.
Entertainment: Games, movies, music, books, TV.
Fitness & Wellness: running, nutrition, yoga, Zumba.
Food & Drink: Beverages, cooking, cuisine, food, restaurants.
Hobbies & Activities: arts and music, DIY, pets, social issues, travel.
Technology: devices.Activity
6
FB BehaviorCharitable donations*: animal welfare, cancer, children, health,
world.
Digital Activities: Browser used, email domain, business owner, tech early adopters.
Mobile device user: brand, smartphone owners, tablet owners.
Buyer profile**: coupon user, DIYer, foodies, green living, outdoors, high-end recreation (skiing, golfing, boating).
Seasonal profile: Olympic games, football, travel.*Epsilon - Model built from a combination of offline self-reported data and online survey panels.**U.S consumer data on where consumers shop, how they shop, what products and brands they purchase, the publications they read, and their demographic and psychographic attributes.
Activity7
Effective SM campaigns work together
“The most effective social media campaigns build up a story over a period of time.”
For example: “Build up a culture of giving.”
Effective SM campaigns work together
Awareness Engagement Connection
1- Organic Video: Importance of giving. 2- Promoted video views. 3- Post: Targeted donor story.
4- Organic Link: Student impact. 5- Boosted engagement. 6- Video: You can make a difference.
7- Post: How to give back. 8- Targeted engagement. 9- Post: Thank you.
Linkedin.com/in/AlexGarridoTwitter.com/MrAlexGarrido