Social Advertising 101
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The document provides an overview of social media strategy and social advertising. It discusses measuring the social landscape, developing a social media strategy with content, engagement, management and measurement. It also covers social advertising including defining goals, budgets, targeting audiences and creating landing pages. Remarketing is discussed as well as resources for social media marketing.
Social Advertising 101
- 2. Agenda ! Intros ! A look at the social landscape ! Social media strategy ! Social advertising o Facebook o Instagram ! Landing pages ! Remarketing
- 3. Credentials ! Online marketing since 1994 ! McCann Erikson, Publicis, Cove-Ito (Japan) ! Fortune 500 brands: Nestle, HP, Coca-Cola, Budweiser ! Founded bWEST – July 2009 ! Co-founded Social Media Camp – 2010 ! Founded SOHO Victoria – 2015
- 5. Lets Get Started… 1. Who is doing social advertising? 2. Anyone have a Facebook Business account? 3. Using Power Editor or Ads Manager?
- 6. Social Glossary ! CPC ! CPM ! CPA ! CTR ! CAC ! CPL ! CR (CRO) ! CTA ! GA ! KPI ! LTV ! MoM (YoY) ! PPC ! ROI ! RT ! UVP
- 7. Where to Start? Ask yourself these questions: 1. Do we have a responsive website with GA installed? 2. How are we measuring the success of our marketing? 3. What metrics & benchmarks are most important to us? 4. What are we doing now to reach prospects? 5. What results do we need to achieve and by when? 6. Are we on track for reaching those results? 7. What resources do we have (internal / external)?
- 8. The Shifting Social Landscape
- 11. sCommerce StartupsFM Global ecommerce sales top $1.2 trillion Social commerce sales are forecasted to represent 5% of all online retail revenue in 2016 MediaBistro $15 billion
- 12. sCommerce StartupsFM 74% of consumers rely on social networks to guide purchase decisions 55% of consumers share purchases on social networks
- 14. sCommerce Postcron of marketers have successfully gained new customers via social networks70%
- 15. sCommerce Conversion rate of social referrers Statista
- 16. sCommerce MediaBistro Shopify 60% of social traffic to retail sites originates from Facebook 85% of all orders from social media come via
- 18. Social Advertising Internet advertising will make up nearly 25% of the entire ad market By 2016 Postcron
- 19. Mobile ad spending will rise to $95 billion by 2018 eMarketer
- 20. Social Advertising Marketers advertise on… Socialbakers 92% 35% 24% 23%
- 21. 500,000 Facebook pages use promoted posts to boost their social success Accumulating 2.5 million promoted posts on Facebook Jeff Bullas Facebook remains marketers’ favourite platform
- 22. Social Engagement User interactions with brands’ posts as percentage of brands’ fans or followers Forrester Research, Inc.
- 23. 62% of Facebook’s profit comes from mobile ads TechCrunch TechCrunch 81% of Twitter’s ad revenue comes from mobile And let’s not forget about mobile…
- 25. The Revolution of Mobile Canada & US smart phone penetration amounts to 50% eMarketer
- 26. The Revolution of Mobile Digital Marketing Magazine Mobile data traffic increased by since 2013 +81% And will grow 10x by 2019 Ericson
- 27. The Revolution of Mobile Digital Marketing Magazine With users spending Per day on mobile devices 2h 42m
- 28. Mobile and social media go hand in hand 60% of social media time is spent on mobile Business Insider The Revolution of Mobile
- 30. Social Video Brainshark 74% of all internet traffic will be video by 2017 Video will continue to dominate the digital landscape
- 31. Social Video Single Grain Video is shared 1200% more times than links and text combined
- 32. Social Video YouTube is the #2 search engine in the world DigitalSherpa
- 33. Social Video
- 34. Social Video More than 200 million users total MediaBistro DMR create over 1 billion Vine loops daily
- 35. Social Video 57% of Instagram users access the site every day 35% of users access the site multiple times a day 57% 35% Pew Research
- 36. Social Video Instagram videos are creating double the engagement of Instagram photos Inside Facebook 88% of brands on Instagram have shared at least one video Totems
- 39. 1. Planning – Objectives 2. Execution – Tactics and management 3. Measurement – Results 4. Optimize – Test, Track & Tweak… Social Strategy
- 40. ! Increase website traffic ! Generate awareness ! Educate ! Generate leads ! Sell products / services Objectives
- 41. 1. Content 2. Engagement 3. Management 4. Measurement Four Part Plan
- 42. − Plan compelling, valuable content − Copy, images, video − Follow category, competitors, customers, prospects − Curated content − Create 5 blog “themes” 1. Content
- 43. Five Themes 1. Solve customer problems 2. Common mistakes 3. Answer FAQs 4. Curate good content 5. Recipes
- 46. 1. Content 2. Engagement 3. Management 4. Measurement Social Media Strategy
- 47. − Determine channels, based on audience (Blog, Facebook, Twitter, YouTube, Instagram, LinkedIn …) − Start slow, get comfortable − Engage … be “social” − Network build − 10:1 // Value Add:Marketing 2. Engagement
- 49. Post Regularly ! Daily: text updates, photos, video ! Use Facebook as your page (business) ! Monitor closely ! Respond to comments ! Don’t feed that trolls
- 53. What to tweet… ! A blog post ! Top 10 Lists ! “3 Mistakes People Make When…” ! Ask a question / get feedback ! Comment on a tweet ! Retweet something interesting / useful
- 54. 1. Content 2. Engagement 3. Management 4. Measurement Social Media Strategy
- 55. 3. Management (tools & systems) − Identify resources − Hootsuite − Create a System − Work it… Social Media Management
- 58. 1. Content 2. Engagement 3. Management 4. Measurement Social Media Strategy
- 59. 4. Measurement & Monitoring − Google analytics − Hootsuite − Facebook, YouTube… Measurement
- 62. Social Advertising Checklist 1. Define your goals 2. Determine budget 3. Understand media and ad types 4. Craft copy (research, TTT) 5. Create graphics / photography / Video (Canva.com) 6. Determine target audience(s) 7. Determine / create landing page(s) 8. Create and launch campaign (split and A/B testing) 9. Monitor and analyze (conversion tracking) 10. Test, track and tweak…
- 63. Define Goals 1. Drive website traffic 2. Sell products or services 3. Generate email subscriptions 4. Generate leads 5. Get more exposure for posts and updates 6. Generate page likes 7. Promote an event
- 64. Budgeting 1. What is your overall marketing budget (SMB average is 10-12% of sales) ! On avg SMBs spend about 50% of their marketing budget on digital 2. What are your goals (sales, leads, awareness…) 3. Who is your target audience 4. How many do you need to reach 5. How much competition is there 6. What is your conversion rate
- 66. Ad Placements
- 67. Mobile News Feed
- 69. Right Column
- 70. Instagram
- 71. Instagram – Carousel Ads
- 73. Website Tracking
- 74. Landing Pages
- 75. What is a Landing Page A standalone web page distinct from your main website designed for a single focused objective. Two types of landing page: 1. Click Through 2. Lead Generation
- 76. Click Through Landing Page ! Goal is to persuade visitors to click-thru to another page ! Typically used in ecommerce funnels ! Describes product enough to bring visitor closer to making a purchasing decision
- 77. Lead Generation Landing Page ! Used to capture user data (name and email address) ! Purpose of the page is to collect information that will allow you to market to and connect with the prospect ! Contains a form along with a description of what you’ll get in return for submitting your personal data.
- 78. Lead Generation Landing Page There are many uses for lead gen landing pages: ! Ebook or whitepaper ! Webinar registration ! Consultation for professional services ! Discount coupon/voucher ! Contest entry ! Free trial ! Notification of a future product launch
- 79. Effective Landing Pages 1. Unique Value Proposition – headline should include a UVP that explains what the buyer will get from you that they can’t get elsewhere. 2. Hero shot – the image that conveys a sense of what owning a condo at the Escher would be like. 3. Benefits – compelling content that demonstrates exactly what they will be getting. 4. Social proof – the positive influence that is generated when people find out that “everybody’s doing it”. 5. Call to Action – the LP has one goal. The CTA should trigger action. 6. Limited navigation options to other sections of the site.
- 80. Unique Value Proposition Hero Shot(s) Benefits Social Proof Call to Action
- 82. Unique Value Proposition Hero Shot Benefits Social Proof Call to Action
- 85. How Remarketing Really Works
- 89. Resource Guide 1. Google mobile site tester https://www.google.ca/webmasters/tools/mobile-friendly/ 2. Facebook Ad Guideline https://www.facebook.com/business/ads-guide 3. Facebook ad text tester https://www.facebook.com/ads/tools/text_overlay 4. Set-up FB Business account https://business.facebook.com 5. FB for Business https://www.facebook.com/business/help/1375217276096623 6. Google Display Ad Builder http://www.google.com/ads/displaynetwork/build-your-ads/display-ad-builder.html 7. Stocksy for royalty free stock photos https://www.stocksy.com/ 8. Canva for creating ad images https://www.canva.com/ 9. PicMonkey for creating / editing photos http://www.picmonkey.com/ 10. Hootsuite https://hootsuite.com/