This document summarizes how to make money from paid social media. It discusses fundamentals of client/agency relationships, examples of successful social campaigns, and how to keep accountants happy. It covers the buying cycle and how paid social fits in at each stage: awareness, retention, and direct response. Key advice includes thinking beyond likes to business goals, aligning channels and goals, targeting specifically, understanding the buying cycle, and experimenting with paid social to make money.
1. How to make money from paid social
James Mortimer
15.07.2014
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Who I am and what I do
Introduction
• Paid Social Analyst @
iCrossing
• Here to help grow paid
social offering
• Based in Brighton
• Work with media &
content teams
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• Fundamentals to client / agency relationship
• Some good social campaigns
• How to keep your accountants happy
• They buying cycle and paid social
What I’m going to cover
Today
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1. Think beyond the like – look at bottom line
2. Channels and goals aligned
3. Targeting specific to content and goals
4. Good understanding of the buying cycle
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• Paid social is really good at this
• Important to look at whole picture
• Last click is a bad idea
Awareness
The buying cycle through social
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• Go on Amazon and look at the ads on your
Facebook
• Targeting existing customers for up sell is
good
• Compare conversion from existing
customers to new ones – social adds
value here
Remarketing through paid social works really well
Retention
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• Search is good because you
spend X you get Y
• Harder with display
• Social is probably the hardest
• Can work though
• Paid Facebook ads for reed.co.uk
work nearly as well as search ads
• Important to understand attribution
process
Facebook is good at this
Direct response
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• Paid social will make you money
• It’s more than a PR and branding channel
• Branding and engagement is good and paid makes this
happen (but needs to be aligned with goals)
• Tailor everything (goals, content and targeting)
• Experiment!
Paid social can make you money – need to be clever
Summary