Paid Social Media: How to take your online marketing to a new level
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It’s never been more important to include paid social media as part of your digital marketing strategies. Consumers of nearly every demographic spend countless hours on social media every week. If you’re not advertising on social you’re seriously missing out. Our Webinar teaches you how to enhance your social media campaigns with paid advertising. In most social media platforms, clicks are inexpensive and highly targeted. See more at http://www.threedeepmarketing.com/blog/enhance-social-media-campaigns/
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Paid Social Media: How to take your online marketing to a new level
- 1. | Paid Social Advertising 1 Three Deep Marketing Paid Social Advertising
- 2. | Paid Social Advertising 2 Who am I and why are we here? Carie Otto Paid Media & Optimization Strategist Three Deep Marketing Why are we here? To see how social media may impact your business in 2016 and beyond.
- 3. | Paid Social Advertising 3 The Plan for Today • Social Media Trends • Social Content Strategy & Advertising • Diverse Targeting Options • Ad Choices • Case Study • Questions
- 4. | Paid Social Advertising 4 Social Media Advertising
- 5. | Paid Social Advertising 5 Facebook The social platform that refuses to give up.
- 6. | Paid Social Advertising 6 Facebook – Users by Geography
- 7. | Paid Social Advertising 7 Facebook – Ad Revenue by Geography Facebook accumulated $4.3 billion in ad revenue (in one quarter!).
- 8. | Paid Social Advertising 8 Facebook Revenue by Format Mobile isn’t going ANYWHERE!
- 9. | Paid Social Advertising 9 LinkedIn Membership
- 10. | Paid Social Advertising 10 LinkedIn
- 11. | Paid Social Advertising 11 Twitter at a Glance
- 12. | Paid Social Advertising 12
- 13. | Paid Social Advertising 13 Margot Bloomstein Content Strategy
- 14. | Paid Social Advertising 14 Kristina Halvorson, CEO & Founder of Brain Traffic, 1st edition of Content Strategy for the Web “Content strategy guides planning for the creation, delivery, and governance of useful, usable content.”
- 15. | Paid Social Advertising 15 Various; See Notes Content Marketing
- 16. | Paid Social Advertising 16 Joe Pulizzi, Founder, Content Marketing Institute “Create valuable, compelling and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action.” AdAge
- 17. | Paid Social Advertising 17 Content Marketing is particularly hot, and has been since 2011.
- 18. | Paid Social Advertising 18
- 19. | Paid Social Advertising 19 Not all Targets are Equal
- 20. | Paid Social Advertising 20 Facebook will recommended a CPC bid based on competition for the target audience. Basic Targeting on Facebook (& Instagram) Category Example Demographics Women Minneapolis/St. Paul DMA 24-45 Interests Parenting Behaviors Baby products Data Income > $40K
- 21. | Paid Social Advertising 21 Advanced Targeting on Facebook
- 22. | Paid Social Advertising 22 Targeting Options on LinkedIn LinkedIn will determine a recommended CPC bid for your audience. Category Example Demographics MSP DMA Age 25-55+ Company Select Industries 500+ Employees Job Senior Level Skills Marketing
- 23. | Paid Social Advertising 23 Targeting on Twitter Twitter will generate a recommended CPC bid based on your target audience. Category Example Demographics Males U.S. Behavior Sports fans Interests Basketball Keyword March Madness NCAA Bracket College Basketball
- 24. | Paid Social Advertising 24 You WILL PAY for Your Target Audience Consider your audience. Can still represent a steep discount over search networks. Use in combination with search. Platform Experienced Average CPC Facebook $0.50 - $1.50 LinkedIn $4.00 - $9.00 Twitter $1.00 - $2.00
- 25. | Paid Social Advertising 25 Not all Ads are Created Equal
- 26. | Paid Social Advertising 26 Facebook Ad Formats Standard Carousel Video www.facebook.com/business/ads-guide
- 27. | Paid Social Advertising 27 Instagram Ad Formats Photo Ads Video Ads Carousel Ads
- 28. | Paid Social Advertising 28 Remember that target audience we defined for facebook? It triggered this ad experience:
- 29. | Paid Social Advertising 29 Interactive ads are well worth it! Carousel ads drove 2-3X higher CTR. More clicks for same exposure. Increased Relevance Score ~3 points.
- 30. | Paid Social Advertising 30 LinkedIn Ad Types Ads that appear in the newsfeed have MUCH higher CTR.
- 31. | Paid Social Advertising 31 Twitter Ad Types
- 32. | Paid Social Advertising 32 “Discounts” for quality ads Ad networks give ads quality or relevance scores based on the advertising trifecta. Advertisers Users Ad Networks
- 33. | Paid Social Advertising 33 Case Study
- 34. | Paid Social Advertising 34 Recipe Website: Social Media Case Study PRIMARY GOAL .Share fun, fresh, relevant content with those who like recipe Facebook page and core target markets. SECONDARY Encourage sharing of this content socially to extend reach. TERTIARY Drive engaged website traffic. Drive in-store purchases.
- 35. | Paid Social Advertising 35 Content Strategy
- 36. | Paid Social Advertising 36 Content Marketing
- 37. | Paid Social Advertising 37 Content Marketing Promote posts to four key audiences: Parents of young children Empty Nesters Current Likes Young Adults
- 38. | Paid Social Advertising 38 32% 33% 10% 25% People Reached Parents (28-44) Empy Nesters (45+) Current Facebook Likes Young Adults (18-27) 20% 40% 26% 14% Total Engagements Parents (28-44) Empy Nesters (45+) Current Facebook Likes Young Adults (18-27) Results Empty NestersEmpty Nesters
- 39. | Paid Social Advertising 39 1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15 9/1/15 10/1/15 11/1/15 12/1/15 1/1/16 2015 Page Likes and Engagement Daily Page Engaged Users Daily: The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users) Daily New Likes Daily: The number of new people who have liked your Page (Unique Users) Lifetime Total Likes Lifetime: The total number of people who have liked your Page. (Unique Users) Facebook purged inactive or deleted accounts from page likes in March December 1, Facebook Paid Campaign Started December 31, Facebook Paid Campaign Stopped Results
- 40. | Paid Social Advertising 40 1-Jan 31-Jan 2-Mar 1-Apr 1-May 31-May 30-Jun 30-Jul 29-Aug 28-Sep 28-Oct 27-Nov 27-Dec Total Reach The number of people who were served any activity from your Page including your posts, posts to your Page by other people, Page like ads, mentions and checkins. Daily Paid Reach Daily: The number of people who saw a sponsored story or ad pointing to your Page. (Unique Users) Daily Organic Reach Daily: The number of people who visited your Page, or saw your Page or one of its posts in news feed or ticker. These can be people who have liked your Page and people who haven't. (Unique Users) October 15, Organic Facebook Campaign Began December 1, Paid campaign on Facebook Began December 31, Paid campaign on Facebook Ended Results
- 41. | Paid Social Advertising 41 Results - Pinterest 2015 Pinterest Follower Growth Facebook Ads started Pinterest cleaned out many spam accounts early in November
- 42. | Paid Social Advertising 42 Results - Pinterest 1/1/2015 2/1/2015 3/1/2015 4/1/2015 5/1/2015 6/1/2015 7/1/2015 8/1/2015 9/1/2015 10/1/2015 11/1/2015 12/1/2015 1/1/2016 2015 Clicks to Website from Pinterest Clicks Visitors Facebook Ads started
- 43. | Paid Social Advertising 43 Results At the Business Level Huge lift in engagement across multiple channels. Spike in web traffic from social sites. Content reached target audiences. Does the core target audience need to be redefined based on learnings?
- 44. | Paid Social Advertising 44 How do I get started?
- 45. | Paid Social Advertising 45 Free To Explore Facebook Advertising • Facebook for Business: www.facebook.com/business • Power Editor: www.facebook.com/ads/manage/powereditor LinkedIn Advertising • Linkedin Ads: www.linkedin.com/ad Twitter Advertising • Twitter Ads: ads.twitter.com
- 46. | Paid Social Advertising 46 Three Deep Marketing manages $7+ million in paid media spending annually All campaigns are managed by certified paid media strategists with proven success
- 47. | Paid Social Advertising 47 QUESTIONS?
Notes de l'éditeur
- Let’s take a 10,000 foot look at the top social media networks (in terms of daily visits, active users, and ad revenue).
- Facebook was supposed to die years ago, was it not? http://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/ The number of active registered (logged in at least once in the last 30 days) users continues to grow. Current counts show that there are currently more than 1.6 billion active users. http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ One billion of those users log in every, single, day. They average about 20 minutes of time spend on facebook each day. http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/ It’s expected that there will be $170 million US users on FB by 2018. Used by the young and the old: 87% of high school seniors still say they use FB “all the time” and more than 1/3 of senior citizens are on the media tool.
- Yeah, great. So all of us advertisers wrote Mark Zuckerberg a big, fat check in 2015. The facebook ad revenues reflect something bigger though, than just how amazing of growth this company has and is still experiencing. You know that old saying “10,000 people can’t be wrong?!” Well, what about – the engine where advertisers place BILLIONS of dollars each year MUST have something going for it… http://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/
- Facebook mobile ad spots are growing incredibly fast. Just like 2015 proved to be the year where more searches happened on mobile devices than computers, facebook users are incredibly active on mobile devices. We’ve actually run facebook campaigns where more than 90% of traffic in the campaign was driven on mobile devices.
- LinkedIn has held the professional social networking title for years – and it continues to accumulate more members quarter over quarter. http://www.cnbc.com/2016/02/04/linkedin-reports-q4-earnings.html Members – majority FREE accounts (80%) Time – ~40% of users spend less than two hours per week on the site/app, while 50+% spend 3+ hours/week in the tool
- Linkedin Takes a content-focus. https://business.linkedin.com/marketing-solutions/blog/best-practices--content-marketing/2015/4-linkedin-content-marketing-tactics-worth-investing-time-in--in Earnings In the final quarter of 2015, LinkedIn saw a 34 percent increase in revenue from $643 million in the year-earlier period. Adjusted earnings increased 54 percent from 61 cents in Q4 2014. LinkedIn's focus on sponsored content will impact short-term revenue growth in favor of the long term (says the CFO).
- https://www.linkedin.com/pulse/2015-social-media-stats-trends-images-part-1-wahiba-chair-mba : Based on information from Pew research study. http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/ Based on the information provided so far, I bet it’s clear that we are going to spend the majority of our time on FB and LinkedIn.
- But before we dive in to how to use social networks to promote your business, we must talk about how content is really QUEEN (or king, it’s the ongoing debate here at Three Deep). Without first having a strategy to anchor to, your social media advertising will all be for naught.
- Sources: http://abbybalik.com/marketing/content-marketing-content-strategy http://xenlife.com.au/formulate-effective-content-marketing-strategy-win/ http://www.slideshare.net/Logicserve_Digital/difference-between-content-marketing-and-content-strategy http://www.slideshare.net/KC_BMA/bma-kc-contentstrategyfinal http://searchenginewatch.com/sew/how-to/2227499/seo-content-confusion-clarity http://www.teodorapetkova.com/intertextuality/content-strategy-perceived-as-ariadnes-thread/ http://www.slideshare.net/juntajoe/new-englandcs110310 https://moz.com/beginners-guide-to-content-marketing/content-strategy http://contentboxter.com/content-strategy-vs-content-marketing-how-to-grow-your-business-with-content/ http://www.slideshare.net/ENorvell/six-steps-to-building-a-content-strategy-may-2015
- This is where social media marketing/adveriting comes into play. If we’ve come up with some really great things to say “instead of distracting our audience with advertising that's not relevant to them” Keep in mind that what makes a customer action profitable depends on the strategy – it doesn’t always mean dollars. Aaaaand we’ve made it full circle!
- We can use content marketing – POST content strategy – to amplify the reach of our social media content.
- So, who cares? Well, If you spend time developing good, quality content that your audience actually cares about and nobody is there to hear it, what good is it? This is why social matters. In a recent post from contently, content experts recommended placing at least 20% of your content budget into marketing / advertising the content.
- Fans Geo Demo Interests Behavior Third Party Data Half of all advertising dollars are wasted, but you don’t know what half, right? WRONG. With digital you can measure what does (and doesn’t!) work. You can start by targeting small. You don’t have to be a major truck company spashing your ads all over during football games because it’s believed that “men who like football like trucks.” The mass advertising approach is a far cry from specific, detailed targeting campabilities in the paid social universe. AND you can continually measure and adjust/optimize your campaigns.
- Custom Look-a-like Pixels
- Targeting options: followers, devices, behaviors, keywords, geography, language, gender, interestes If we were running a March Madness based campaign, our target audience may look like the following Tailored audiences also allow you to reach your CRM database on twitter through a data hashing/matching
- There is an auction to get in front of these people. Some are more in demand than others. FB seems to experience incredibly low CPC rates surprisingly. Well below the search market place. LinkedIn is quite expensive – a recommended range will be provided when you are configuring ads.
- When users were able to scroll through the product options and interact with the ad, it drove much greater click through rates.
- LinkedIn tips of the trade: if you notice impressions start to fall, change the ad. Launching a similar but different ad FREQUENTLY will keep you in the game.
- When you are making the network money, you will be rewarded by being given the chance to make them even more money. That’s a very cynical way to put this, but think about it. If your ad is more likely to be engaged with, the social network, just like a search engine, has reason to run your ad more often. More clicks on your ad means more $ for them. It also means that you will get more traffic/engagement (depending upon your chosen formats and ad types), typically at a discounted rate. So, if we move away from the “advertising is the dark side of the internet” view, this venn diagram really represents a win-win-win situation. People are served better content/ads that they are more interested in, advertisers can reach their target audience (at a micro-targeted level) and ad networks make money. Facebook determinues relevance on a scale of 1 to ten. With one advertiser (RW), a lift in Relevance score from 5 to 7/8 on facebook drove a 30% reduction in CPC – which was already incredibly low for todays digital media standards.
- Facebook & Pinterest. Mostly curated content, very little “new”. It takes a lot of effort to create this content. We can accelerate the reach of it using paid. again, allocate some of your dollars to be “working dollars” to make sure this content reaches the right audience.
- Social is a fairly inexpensive platform. You can test your messages, target audiences, etc. and apply your learnings to other channels.