Paying Your Way to the TopAdvertising on Facebook & Twitter @jp_rains
Takeaways
• Earning executive support• Implementing a plan• Strategy
• Mistakes I’ve made.
Earning Executive Support
• Speak their language– Cost per lead– Cost per thousand impressions– Expand database– Don’t talk about likes or followers
Network
Television
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$18 $14 $10
$105 $120
$26
Cost per thousand impressions (CPM)
Earning Executive Support
• Respond to an existing need– STORY: Alumni department
• Social advertising is not a “risk”– Start small, prove it works– Use existing budget
Earning Executive Support
• Digital ads were expected to represent 22% of all advertising in 2013
• An average a university spends $9M on external affairs
• CPM on our social advertising in 2013-2014 was $0.21 (Local paper is $26)
• Samsung spent $14B on advertising in 2013
Planning
• Propose what you’ll achieve in 1 page
• Example:– Goal: Convert targeted prospects into applicants– Strategy: Advertising on Twitter, Facebook
targeting college students leading them to the College Transfer Applications webpage funnel.
Planning
• Share targeting parameters with your client• Communicate with stakeholders – Website Analytics (if this isn’t you, contact them!)– Increased call volume– Customer Relationship Management– Admissions office
• Don’t wait for approval, this isn’t print
Facebook Strategy
• Facebook allows you to serve multiple visuals– Free stock images from Shutterstock– Upload your own #girlsundertrees
• Monitor performance and adjust accordingly
Facebook Strategy
Facebook Strategy
• Create a custom audience• Data File
– Match emails, phone numbers, Facebook user IDs, app user IDs or IDFAs to people on Facebook.
• MailChimp– Sync with MailChimp to match your email lists to people on Facebook.
• Website– Create a list of people who have taken a specific action on your
website.• Mobile App
– Create a list of people who have taken a specific action in your app or game.
Facebook Strategy
Twitter Strategy
• Targeting options– Target by province, state – Device– Gender (inferred)– Keyword – Language
• Deliver in timelines or search results
Twitter Strategy
• As per Twitter: change your tweet every 24-48 hours
• Target handles followed by your audience
Twitter Strategy
Twitter Strategy
• Closely monitor your results• Adjustments required more often than FB• Best for awareness campaigns• Best in reaching specific influencers• Higher spending baseline
Summary
• Determine your business goal• Devise Strategy• Exceed expectations• Measure your performance• Report on results
