This document provides guidance on selecting paid social networks for digital marketing campaigns. It discusses analyzing goals, target audiences, competitors, and budgets to determine the best networks. Facebook, Twitter, LinkedIn, Instagram and Pinterest are evaluated based on their user bases, ad revenue, and types of campaigns and ads that typically perform best on each platform. The document also outlines tactics for different stages of the buyer's journey, including awareness, consideration and decision, and emphasizes the importance of retargeting across networks.
9. Social Media Builds the
Wrong Habits in Marketers - Mashable
Social Media alters your appetite – Readers Digest
The very nature of social networks
can also lend itself to trolling – lovetoknow.com
The social media pastime does not
provide the brain with enough food
for development – nperov.com
Social Media can "butcher"
real-life conversations" – Readers Digest
@lukealley#mastersocialads
10. Secret Plans to
save the Galaxy
(social media galaxy, that is)
@lukealley#mastersocialads
12. Where my social users at?
Active Users (Millions) % of Active Users
FACEBOOK 1,650 54.87%
TWITTER 550 18.29%
LINKEDIN 107 3.56%
INSTAGRAM 400 13.30%
PINTEREST 100 3.33%
SNAPCHAT 200 6.65%
@lukealley
Sources:CNBC, VentureBeat, ExpandedRamblings.com, digiday.com, adweek.com
#mastersocialads
13. Where my social advertisers at?
Active Users (Millions) % of Active Users Est. Yearly Ad Rev(Millions)* % of Ad Rev
FACEBOOK 1,650 54.87% $27,600 78.85%
TWITTER 550 18.29% $2,868 8.19%
LINKEDIN 107 3.56% $3,715 10.61%
INSTAGRAM 400 13.30% $475 1.36%
PINTEREST 100 3.33% $300 .86%
SNAPCHAT 200 6.65% $348 .99%
*Some ad revenue from 2015 and some from 2016
@lukealley
Sources:CNBC, VentureBeat, ExpandedRamblings.com, digiday.com, adweek.com
#mastersocialads
16. Frequency of Site Usage
Source: Pew Research Center
Three-quarters of Facebook users and half of Instagram users use each site daily
76
51
42
25
18
15
26
24
31
31
7
22
33
43
51
Facebook
Instagram
Twitter
Pinterest
LinkedIn
Daily Weekly Less Often
@lukealley#mastersocialads
19. @lukealley
define your goals: engagement vs roi
Which Metrics Do You Use More Often to Measure the Success of Social Media?
56%
20.70%
15%
2.30%
2.30%
2.00%
1.70%
ENGAGEMENT
CONVERSION & REVENUE
AMPLIFICATION & BRAND AWARENESS
OTHER
CUSTOMER SERVICE
WE DON'T MEASURE PERFORMANCE
CUSTOMER SATISFACTION
Source: Simpllymeasured.com
(Likes, comments, @mentions, shares, Retweets)
(Web traffic, goal conversions, revenue)
(Web traffic, goal conversions, revenue)
(Response time, response rate, etc.)
(Sentiment, referrals, etc.)
#mastersocialads
23. @lukealley
social spying on
your competitors Audience Size
Network Comparison
Social Icons
Facebook Pages
Visit/Interact with Site
Subscribe to
Social Channels
#mastersocialads
30. How to determine budget
between networks?
@lukealley
Source: eMarketer
#mastersocialads
1) What’s a like/email/lead worth to you?
2) Do Your Industry Homework
3) Determine Target Networks
4) Allocate Off Network Split
5) Adjust Based on Hitting Campaign Goals
Est. Yearly Ad Rev(Millions)* % of Ad Rev
FACEBOOK $27,600 78.85%
TWITTER $2,868 8.19%
LINKEDIN $3,715 10.61%
INSTAGRAM $475 1.36%
PINTEREST $300 .86%
SNAPCHAT $348 .99%
32. facebook’s most popular campaign types
2.56%
7.69%
10.26%
20.51%
23.08%
33.33%
41.03%
41.03%
53.85%
64.10%
69.23%
71.79%
74.36%
92.31%
Have not used Facebook
Store Visits
App Engagement
Offer Claims
Local Awareness
App Installs
Event Response
Video Views
Page Post Engagement
Lead Generation
Brand Awareness
Website Conversions
Page Likes
Clicks to Website
@lukealley#mastersocialads
33. facebook’s most popular ad types
5%
20.51%
23%
28%
36%
38.46%
56%
67%
71.79%
74.36%
82.05%
92%
Have not used Facebook
Product Set
Desktop App
Canvas Ads
Mobile App
Dynamic Product Ads
Lead Ads
Video Ads
Carousel Ads
Photo Ads
Mobile News Feed
News Feed Ads
@lukealley#mastersocialads
34. linkedin’s most popular campaign types
@lukealley
34%
18%
47.37%
52.63%
Have not used LinkedIn
Sponsored InMail
Sponsored content
Text Ads
#mastersocialads
35. linkedin’s most popular ad types
@lukealley
34%
0%
2.63%
2.63%
5.26%
13%
15.79%
21.05%
61%
Have Not Used LinkedIn
Join-Group Ads
Picture Yourself
Recommendation Ads
Jobs You May Be Interested In
Follow Company Ads
Spotlight Ads
Rich Media Ads
Text Ads
#mastersocialads
36. twitter’s most popular campaign types
@lukealley
37%
0.00%
13%
13%
16%
18.00%
24.00%
24.00%
26%
45%
63.00%
Have not used Twitter
Promoted Trends
Promoted Accounts
App Installs or Re-Engagements
Video Views
Awareness
Tweet Engagements
Followers
Lead Generation
Website Clicks or Conversions
Promoted Tweets
#mastersocialads
37. twitter’s most popular ad types
@lukealley
43%
0.00%
3.00%
8.00%
8.00%
16%
27.00%
35%
46%
Have not used Twitter
Player Card
Gallery Card
Product Card
Summary Card
App Card
Photo Card
Lead Generation Card
Website Card
#mastersocialads
38. pinterest’s most popular campaign types
75%
11.00%
14%
25.00%
Have not used Pinterest
Awareness
Engagement
Traffic
@lukealley#mastersocialads
39. pinterest’s most popular ad types
74%
3.00%
26%
Have not used Pinterest
Video Pins
Pins
@lukealley#mastersocialads
40. instagram’s most popular campaign types
@lukealley
26%
13.00%
18.00%
26.00%
53.00%
66%
Have not used Instagram
Mobile App Installs
Photo Post Engagement
Boost Your Post
Website Conversion
Clicks to Website
#mastersocialads
41. instagram’s most popular ad types
@lukealley
26%
21%
34%
50.00%
68.00%
Have not used Instagram
Video Views
Video Ads
Carousel Ads
Photo Ads
#mastersocialads
43. @lukealley
Most Popular
Campaign & Ad
Types
Most Popular Campaign?
Clicks to Website (FB, Insta & Twitter)
Likes & Followers Campaigns?
#2 for Facebook, #4 for Twitter
Lead Gen Campaigns & Ad Types
Popular on both FB & Twitter
Most Popular Creative?
Photo!
Video Falls Into the MIddle
This should rise
#mastersocialads
44. @lukealley
Focus on the buyers journey
Pick tactics that meet your objectives
Buyer’s Journey Objective Social Media Strategy Social Activity Social KPI’S
AWARENESS Create awareness Expose target audience
to brand content
Posts, promotions
(boosts)
Impressions, reach
CONSIDERATION Generate demand Generate engagement
of target audience
with brand content
Posts, responses # of engagements,
types of engagements
DECISION Drive conversion Drive target audience
to brand offers
Posts, promotions Link clicks
Source: Simplymeasured
#mastersocialads
49. @lukealley
In Summary –
Hitting Your
Target
STRATEGIZE
•Identify Your Goals
•Identify Ideal Customers
•Do Competitive Research
•Identify Budget
•Consider Strengths of Each Network
•Consider Campaigns and Ads
For B2C, Facebook & Twitter are most popular.
For B2B, Facebook, Twitter & LinkedIn are
most popular.
Facebook should be a part of your strategy.
Choose tactics based on buyer stage
•Awareness
•Consideration
•Decision
USE RETARGETING!
#mastersocialads