Introduction
• Flip Chart - Next Session Ideas• Health & Safety / Toilets / Dinner /
Refreshments• Wi-Fi, and have you all got a
Twitter/Facebook / LinkedIn account to use today?
• Schedule for the day – timings and format**First time we’ve run this course so might be a bit ambitious!
Introduction
• Black screen/red writing• Introductions from Social Sasquatch & the Group• Who am I• What I do • Introduce the person opposite • Name/company/what they’d like to get from
today/interesting fact!• Your Twitter names on the board - & get logged
in!• ME: @HairyHandshake – ADD ME!
Examples – What I do!• TransferWise• asbestosis.org.uk• LEGO Dimensions• Circle Agency (Experiential Marketing Agency of the year
2014)• Sutton Coldfield Tennis Club• WERSM (We Are Social Media)• Event Magazine• NCASS (National Caterers Association)• Three60 Recruitment (Birmingham)• Mexicana Cheese
Video Promotion Campaign
• TransferWise
Introduction
• What are your thoughts on Social Media Advertising?• Interface
• Do you use mobile apps?
• How useful are they – BENEFITS/ISSUES• How do you use social media – Business / pleasure /
both / separate accounts?• Generating leads – starting conversations – had any
successes?• Networking – what hashtags/groups do you use (if
any!)
EXPERIENCES
• Who has done what – anyone paid to advertise?• Which channels
• Any questions so far?• Most importantly…• ‘What are you hoping to take away from
todays session?’
You’ll get out what you put in!
• What is a Workshop?• An educational seminar emphasizing
interaction and exchange of information between a usually small number of participants
• A meeting at which a group of people engage in intensive discussion and activity on a particular subject of project
What we’re going to cover
1. Developing an advertising strategy2. Creating engaging content3. Creating Facebook adverts4. Creating Twitter adverts5. Creating LinkedIn adverts6. Optimising campaigns7. Tracking engagement and conversions
Schedule
Workshop 1
10:30 – 11:30
Workshop 2
11:45 – 12:45
Workshop 3
13:15 – 14:15
Workshop 4
14:30 – 15:30
LUN
CH!
Coffee
Coffee
Workshop Content
1. Which channels to use?2. Audience segmentation3. Creating images4. FB- Campaign
objectives5. FB- Targeting options6. FB- Audiences7. FB- Advert creative!
9. Twitter ads 10110.Twitter ads Targeting11.LinkedIn ads 10112.Optimising
Campaigns13.Tracking pixels14.Google Analytics
1) Which channels to use?
• Facebook• Twitter• LinkedIn• Youtube• Pinterest• Google+• Tumblr• Instagram• SnapChat, Flickr, Vine, WeChat, MySpace…
1) Which channel to use?
• How would you describe a typical user for each of the networks? Pick 3 channels from the last slide and make notes on your thoughts...
• Feedback to the group...
1) Which channel to use?
• Now… think about your business/event. Where do you think your current customers are active online, where can you target content at them?
• Which networks best suit the needs of your customers? • Visual, conversational, information, event
listings, creative, video, interacting with brands…
2) Audience Segmentation
Your audience isn’t a singular mass of people.They’re all individuals, and they all like and respond to different messages and content, and types of media
2) Audience Segmentation
Your job is to segment your customer base (your audience), create content that appeals to each of the demographic groups, then target them as effectively as possible.
2) Audience Segmentation
Benefits:• Reduced CTA cost• higher quality = more
reach• Better organic reach• through
sharing/engagement• Tailored experience• lower bounce rate
2) Audience Segmentation
• Identify 3 different customer segments that you could target content towards• Age/sex/marital status/interests/children/job
title/location/income• How would the message/content for each of
the segments be different?• Feedback to the group!
2) Targeting
• Which social channels to use:
• Different market segments:
We’ll be investigating how you can target your different audience segments on a range of social channels, a bit later!
3) Creating Images
You know who you want to target, and you have some tailored messages and ideas for engaging content. But how do you make your posts LOOK nice?
3) Creating Images
SHORTER COPY GENERATES MORE ENGAGEMENT!
• You’ll get a higher CTR (click through rate) if you shorten your message
• Users will want to visit your website to find out more
CREATE SOME INTREAGUE!
3) Creating Images
Go to www.canva.com• Sign in with Twitter or Facebook• Create a ‘Facebook Ad’ image for your
business that is:• 1200px x 628px
*note that for Facebook Ads you need to have <20% text/logo coverage
4) Facebook AdvertisingWhat are the benefits of using Facebook?• Huge audience• Cheap CPM (impressions)• Massive demographic targeting database• Range of advert objectives (website/leads/likes)• User-friendly interface• Fantastic reporting functionality• Any others YOU can think of?
4) FB- Campaign objectives
• Which campaign objectives could support your business objectives?
• Have a chat and feedback to the group
5) FB- Targeting options
• Which social channels to use:• Different market segments:
• Here’s where we investigate how to target your adverts at people to get the best ROI for campaigns, and maximum REACH/ENGAGEMENT!
5) FB- Targeting options
FacebookCampaign
Advert Set 1
Advert 1a Advert 1b Advert 1c
Advert Set 2
Advert 2a Advert 2b Advert 2c
5) FB- Targeting optionsNow it’s time to pick a business/event to use as an example!
Sutton Vintage & Arts Fair are represented today. So lets create some potential audiences for their page:https://www.facebook.com/Sutton-Vintage-Arts-Fair-132825093424878/
6) FB- Audiences
We identified the audiences, created some images, and looked at targeting options:‘what if you want to target your existing database of clients, or people who visit your website?’
We’ve got that covered!
6) FB- Audiences
• Custom Audience – Customer List• Target your existing databases with new
offers and info on events – higher engagement rates
• Remove existing members/customers from new campaigns to optimise delivery cost (reduce CPA)
• Use these to create Look-a-like audiences to increase your reach!
6) FB- Audiences
• Custom Audience – Customer List• People generally don’t use their work email
addresses for Facebook. B2B email lists may have lower sync-rates with Facebook
• Generally you can expect:• B2C = 50% - 90%• B2B = 20% - 40%
6) FB- Audiences
• Custom Audience – Website Traffic• Tracking pixel required on your website to tell
Facebook who has accessed your website (in the header – really simple to set up)
• You will need to update your privacy settings to reflect tracking – similar to a ‘cookie’ policy!
• Allows you to target campaigns at people that visit specific parts of your website!
6) FB- Audiences
• Look A Like Audience• Great way to reach a wider audience• Increase your reach• Cross references demographic data and user
preferences from any list on Facebook, to create a BIGGER list of similar people based on:• Age, interests, purchasing behaviour,
employment etc
7) FB- Advert creative!
• Image size depends on your objective – See www.canva.com for details
• Different formats available for different campaigns
• Like campaigns – Images or video
7) FB- Advert creative!
• Your ads will display differently in the areas you select to publish them on Facebook!:
7) FB- Advert creative!
• Your ads will display differently in the areas you select to publish them on Facebook!:
7) FB- Advert creative!
• Keep your objectives in mind when creating adverts, if your trying to get sign ups on your website, will someone want to fill a form out on their mobile device?
7) FB- Advert creative!
• So lets create an advert for:• https://www.facebook.com/patina74/
8) Twitter ads 101
• Who has a Twitter account?• Who uses Twitter regularly?• Who’s got a Twitter Ads account?• Who’s created/run Twitter campaigns?
8) Twitter ads 101
What are the benefits of using Twitter?• Big audience• Good for B2B interactions• Good for generating conversations• Great for targeted brand awareness• Range of advert objectives
(website/leads/follows)• User-friendly interface• Any others YOU can think of?
8) Twitter ads 101
Twitter CardsAllow users to click anywhere on your Tweet and be directed to your website!Can be reused with MULTIPLE Tweets to assess which ones get the best engagement ratesRemember: Once someone clicks on your advert and goes to your website, you can track them with your tracking pixel and re-target them with adverts designed specifically for them!
8) Twitter ads 101
Creating a Twitter Advert:1. Go to https://ads.twitter.com/2. Follow the instructions!3. The ‘Twitter Dashboard’ (pto)
9) Twitter ads - Targeting
Your advert creative:• Create new Tweet/Card (you can reuse the
card to save some time with multiple text combos)
• Select an existing Tweet that has performed well
• Keep your copy short and snappy, you want to entice people to ‘find out more’ on your website!
9) Twitter ads - Targeting
Think about the audiences you defined earlier this morning for your business.Think about the types of people that use each of the social networks - TWITTERCreate a quick advert for one of them using the targeting options we have just looked at:
Have a go for yourselves!
10) LinkedIn Ads 101
• Do you use LinkedIn?• Do you have a business page?• Have you promoted any updates?• Do you use LinkedIn Pulse?• Has anyone heard of Slide Share?
10) LinkedIn Ads 101
Using LinkedIn to advertise:• Very good for B2B• Target decision makers in businesses• Leads are very well qualified (high quality)• Can be more expensive than other channels,
usually around £1 - £4 per click• Drive traffic to website, then retarget visitors
on cheaper channels (like Facebook!)
10) LinkedIn Ads 101
You have 2 types of advert on LinkedIn:• Sponsored Updates (Good for quality)• Text Ads (Can be good for brand awareness, very cheap cost per
impression)
10) LinkedIn Ads 101
• Upload your URL into the box to generate a web-preview, click the photo icon to add an image!:
10) LinkedIn Ads 101
• As with Facebook & Twitter, you can create multiple adverts in the same campaign to see what works most effectively:
10) LinkedIn Ads 101
TARGETING OPTIONS!:• Company• Job Title • Location• Skills • Gender / age
(limited)• Company size
• Seniority• Job function• Industry• Education
10) LinkedIn Ads 101
Lets run through a couple of examples from the room. B2B relationships work best with LinkedIn.
Remember that with LinkedIn, it’s quality, not quantity, we don’t need a huge audience to make a campaign successful if we target the desired people.
11) LinkedIn ads 101
Think about the audiences you defined earlier this morning for your business.Think about the types of people that use each of the social networks - LINKEDINCreate a quick advert for one of them using the targeting options we have just looked at:
Have a go for yourselves!
12) Optimising your Campaigns• Remember, not everyone will click on your
advert!• The better quality the ad, the better results
you’ll get• Cheaper per impression/reach/engagement
• More chance of organic reach engagement (people sharing a post)
• Make your ads APPEALING to your audience
12) Optimising your Campaigns• Test adverts across different channels, you
can’t always predict user behaviour!• www.asbestosis.org.uk
• Which channel is giving you the lowest ‘metric value’ – against your objective• CPC – cost per [website/post] click• CPA – cost per acquisition• CPM – cost per 1,000 impressions
12) Optimising your Campaigns• Look for themes as to what is working on
each of the channels you try, then work out why:• Age• Gender• Different interests• Placements – mobile/desktop/other
12) Optimising your Campaigns• If its mainly men clicking, are your ads too
masculine? Think about splitting audience or updating your ad creative
12) Optimising your Campaigns• If most of your clicks are from mobile, is
your landing page optimised for mobile devices?
• You could run a separate campaign for desktop
12) Optimising your Campaigns• If your CPC is increasing and website clicks
declining, think about refreshing your ad. Try some new images and/or copy
12) Optimising your Campaigns• Run multiple adverts simultaneously• Twitter/Facebook/LinkedIn will all optimise ads in
an advert set automatically
12) Optimising your Campaigns• Test different audiences, try people that are work in
different areas, expressed interests in different pages, live in different geographical locations:
12) Optimising your Campaigns• Thinking about your audiences segmentation
earlier, the targeting options we’ve explored, and what you’ve learned today:
• How would you now segment/target adverts for your audience, and what would you test?
• How would your adverts differ based on your audience segments?
13) Tracking Pixels (or pixel tags)We mentioned these this morning. These allow you to:• Track website visitors anonymously (their
accounts)• Retarget adverts to them • Target different adverts depending on which
pages they have visited:• Eg NCASS Training Campaign
13) Tracking Pixels
• Level 1 click = Level 1 retargeting campaign• Level 2 click = Level 2 retargeting campaign• Level 3 click = Level 3 retargeting campaign• Level 4 click = Level 4 retargeting campaign• …...etc
13) Tracking Pixels• Create and install your pixel
• Create your Facebook pixel in seconds, then simply paste the code into the header of your website to get started
• Create Custom Audiences• Easily create audiences based on activity on your website.
Remarket to everyone who visits your site, or define rules for people who visit specific pages or take specific actions
• Track the actions that matter• The pixel automatically tracks visits across your website. You
can also add events to track actions such as viewing specific content, adding products to a basket or making a purchase
13) Tracking Pixels
• You could have specific product pages set up• Categorize your products• Retarget with images of products visitors looked at• Offer them 1-2-1 consultation with a member of
staff• If people visit your blog, target them with ads
to encourage them to sign up for newsletters• Target offers at people that have visited your
website but not signed up/purchased (using ‘exclude custom audience functionality’)
13) Tracking Pixels• So you’ve created your campaigns, installed your
tracking pixels, now you need to think about your RETARGETING CAMPAIGNS.
• When people visit your website, and look at specific pages, what sort of retargeting campaigns could you create?
*Retargeting campaigns can perform up to 7x better than a standard campaign!
14) Google Analytics
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic
14) Google Analytics
How are we going to use it with our Social Media Campaigns?
UTM CODES – with a drive traffic to website objective!
A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you
14) Google Analytics
You may have noticed these before?Normal URL:http://www.ncasstraining.co.ukURL with tracking code:http://www.ncasstraining.co.uk/?utm_source=Facebook&utm_medium=NCASS+Training+Website&utm_content=Carousel+&utm_campaign=Instagram+1Shortened URL can hide the UTM code from the user!:http://goo.gl/5lPAo6
14) Google Analytics
Click this link to go to the Google UTM Code Generator:https://support.google.com/analytics/answer/1033867?hl=en\
14) Google Analytics
UTM Codes allow Google Analytics to track your behaviour on a website once you visit it. You can create different codes for each of your campaigns to help you differentiate between them.You can specify:• Campaign Source (eg Facebook or LinkedIn)• Campaign Medium (eg website traffic or like campaign)• Campaign Term (eg monthly or 9-5 / Mon-Fri promotion)• Campaign Content (eg blog or customer comments)• Campaign Name* this is what is displayed in Google Analytics
14) Google Analytics
Set up custom goals to allow you measure pretty much anything you like on your website!
• To find out more, keep your eyes peeled for the #SSQLIVE Newsletters, one of next years #SSQLIVE Workshops will be covering these topics in more detail!
TRACKING & GOOGLE ANALYTICS
Please leave me some feedback:
• Twitter. @hairyhandshake• Facebook. /socialsasquatch • LinkedIn. theoliverjenkins
The End