paid social: this isn't your mother's social media anymore

A p r e s e n t a t i o n f i l l e d w i t h p i c t u r e s

T h i n g s y o u s h o u l d k n o w …

• I am not a designer.

• I am not a social media guru. o I HATE that. It diminishes the true value of guruship.

• We will go through ad placements, best practices, and benchmarks for Facebook, Twitter, and literally 2 minutes on LinkedIn.

• I love data.

• I am not a designer.

57% of social marketers used paid placements in 2013.

Another 23% added this year.

But…nearly 30% of digital marketers have a hard time finding their social placements effective.

So confusing…Mind Blown

To p a i n t a p i c t u r e …

Even large companies have $0 Social Media budget... :/

To p a i n t a p i c t u r e …

To p a i n t a p i c t u r e …

Social Media will take up 15% of US digital ad spend for 2014.

… that’s a 40% increase from 2013.

THIS MUST MEAN … MORE OPPORTUNITIES, RIGHT?!

W h y P a i d S o c i a l ?

Gone are the days of the overused “Engagement” story.

There’s way more to know that that…

With the dramatic increase in ad spend, we can only expect to work on new ways to distribute digital content. Or at least get better at it.

W h y P a i d S o c i a l ?

Get excited… srsly tho.

Facebook engagement has increased 151% since Jan. 2013.

160% increase in impression volume since Jan. 2013.

70% increase in click volume in Q1 2014 (vs. Q1 2013).

I can’t even…

W h y P a i d S o c i a l ?

Social Media is all about testing.Image, Copy, Placement, Bids…. DO IT ALL.

There is no other way for you to understand the tactics and strategies for you and your brand.

Not sure how I can make this any more clear.

W h y P a i d S o c i a l ?

All the other benefits of social media apply, but are 10-15x more effective.

THINK ABOUT IT MANNNNNNN! (or Woman)

The content story that you develop can only take you as far as the content feed algorithms do for the respective platforms.

Paying will bring your content to the targets YOU want. Thus, driving a higher return. PLAIN ENGLISH.

B e n c h m a r k s a n d P e r f o r m a n c e

Listen to your client. Whether they outright say it or not, if you are paying for social media exposure… YOU WANT ACTIONS.

• Clicks• Engagement %• Page Views• Purchases• Conversions• Email Subscribers• Coupon Redemptions• Site Traffic• Social Interaction• Video Views

…and whatever else may make sense to tell a better story, because their goals will dictate the proper placements you need.

B e n c h m a r k s a n d P e r f o r m a n c e

There are particular performance metrics that YOU SHOULD be mindful of (and so will your clients):

• Click Through Rate (CTR)• Cost Per 1,000 Impressions (CPM)• Cost Per Click (CPC)• Ad Spend• Engaged Users• Total Reach• Total Actions/Engagements• Total Clicks

With help of 3rd party platforms or Conversion/Retargeting Pixels:• Revenue• Shopping Cart Visits• Site Visits• Another another attribution based metrics

VERY IMPORTANT

QUESTIONS?

B R E A K

We almost had two whole slides without an image…

S E G U E

NOW ONTO THE PLATFORMS THEMSELVES...

FACEBOOK TWITTER LINKED IN

FA C E B O O K

Every placement on FB is objective based:

FA C E B O O K ( P L A C E M E N T S )

So based on the objectives, you should already be able to determine what kind of placement you need.

--- Page Post Link Ad

--- Page Post Photo Ad

--- Page Post Video Ad

--- Page Post Event/Offer Ad

--- Mobile App Install Ad

FA C E B O O K ( P L A C E M E N T S )

Page Post Link Ad

-- Call To Action Button

• Drives Web Traffic Outside of FB

• Placementso Desktop NewsFeedo Desktop Right-Railo Mobile NewsFeed

• Link Descriptions

• 2:1 Image ratio

FA C E B O O K ( P L A C E M E N T S )

Page Post Photo Ad

• Build Social Engagement

• Placementso Desktop NewsFeedo Mobile NewsFeed

• Image size is larger

• Updates to new image sizes has proven to increase CTR by 15%

FA C E B O O K ( P L A C E M E N T S )

Page Post Offer Ad

• Drive FB Traffic to Store

• Placementso Desktop NewsFeedo Desktop Right-Railo Mobile NewsFeed

• Image size is larger

• Facebook has deprecated this piece, but it is still a useful tool to drive offline traffic.

• The more granular the target the better.

FA C E B O O K ( P L A C E M E N T S )

Page Post Video Ad

• Video Views

• Placementso Desktop NewsFeedo Mobile NewsFeed

• Autoplays videos on mobile devices and on mouse hover for desktop computers

• A video play of 5 seconds is considered a view

• A great way to get video content seen on mobile devices.

FA C E B O O K ( C a m p a i g n S t r u c t u r e )

Learn the Ad Structure of Facebook

FA C E B O O K ( K n o w Yo u r To o l s )

Power Editor

• Custom Audiences• Ad Segmentation• Adjust spend• Dark Posting• Scale your campaigns

Available Tools in Power Editor Ad Manager on DRUGS!

FA C E B O O K ( B e s t P r a c t i c e s )

1. Stay true to the objectives and goals set out by clients or yourself.

2. Be sure to use images that are appealing to the eye. Images with humans tend to perform at a higher ROI (Almost 10% more) – Also, be mindful of the 20% text rule.

3. Data is your friend. Use the segmentation data you have used to develop a more comprehensive optimization plan for the ads you’re currently running.

4. Failure is an option, but the insights associated with your failure could be more valuable than you’d think.

5. Learn how to use Power Editor effectively to leverage custom audiences and conversion pixels to drive more Direct Response focused campaigns.

6. Begin with competitor interest targets. From there build upon and expand to fan and non-fan targets as well. Experiment and watch the impressions fly!

7. Custom audiences and LookaLikes rock. Upload email lists and retargeting audiences to build upon existing relationships for a higher ROI.

B e n c h m a r k s a n d p e r f o r m a n c e

B e n c h m a r k s a n d P e r f o r m a n c e

T W I T T E R

Everything is objective based as well within Twitter, so you shouldn’t find yourself getting lost with what kind of content you need.

-- Engagement

-- Follower Acquisition

-- Mobile App Installs and Awareness

-- Video Views (duh)

-- Website Traffic

T W I T T E R ( P l a c e m e n t s )

Promoted Tweets

• Drives user engagement and builds brand awareness.• Average CPE (Cost Per Engagement) = $0.16• Average Engagement % = 3% - 5%

These units can be found in the Twitter feed or Search results.

T W I T T E R ( P l a c e m e n t s )

Follower Acquisition

• Pay to grow follower base• Avg. Cost per fan = +$1.90

Be sure to target granularly as there are chances you could be growing a follower base of Malaysian bots. Lazy does not pay off…

T W I T T E R ( P l a c e m e n t s )

Website Cards

• Drives Twitter traffic to WebInitial tests have shown that they are at least 35% more effective at driving traffic outside of Twitter.

T W I T T E R ( P l a c e m e n t s )

Video Cards

• Autoplay with hover effect• Most effective for mobile users

T W I T T E R ( K n o w Yo u r To o l s )

Know Your Tools (ads.twitter.com)

• Tailored Audiences• Conversion/Retargeting Pixels• Dark Tweets• Video Analytics (like YouTube)

T W I T T E R ( B e s t P r a c t i c e s )

1. Always try to use more than one creative for each of your campaigns. Try using different copy or creative to test how your audiences engage with the content.

2. Try to stay within Twitter’s suggested bid range. Very helpful as this will ensure that your campaigns will serve without having to worry about adjusting bids constantly.

3. Engagements on Twitter are not always more expensive than Facebook. Tailored audiences can be a huge help in minimizing costs and raising engagements.

4. Promoted Tweet campaigns should run for a week at the most. Then use new creative to refresh the campaign.

5. Build eMail sign ups and audience lists with the Website Card.

L I N K E D I N

SAY NO TO

L I N K E D I N

From marketer to marketer and working with countless clients in the B2B space… I will tell you…

LINKEDIN Ads are very expensive and offer little return. You might as well be using search campaigns instead as the intent to search for you is already there.

There… that’s all you need to know… about LINKEDIN.

TA K E AWAY S

1. It’s OK to fail.

2. There are plenty of tools that are native to your platforms to get you started.

3. Testing. Testing. 1,2,3.

4. Set up retargeting pixels from FB and Twitter now!

5. Custom/Tailored audiences will bring a higher degree of performance for your paid campaigns.

6. Mobile vs. Newsfeed. If you’re looking for conversions go desktop. The mobile side of things will bring the engagements.

7. Social Media is all about discovery. If you are not learning more about your audience, then you are already 2 steps behind.

Questions?