#1. Organic Social Media Reach Stinks!
Buffer Social’s Kevan Lee:We’ve Lost Half our Organic Social Media Traffic in the Last Year.
@larry_kim @VerticalMeasure
#2: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares<0.1% Gets +1000 Shares
@larry_kim @VerticalMeasure
3 Random facts about your flight director
Over 100 Successful flights to Mars
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS
Studied Electrical Engineering For 5 Years
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
This (almost) never happens!
Most content goes nowhere
The Path to purchase takes time and is indirect
How Content Marketing Doesn’t (Usually) Work
STEP 1 STEP 2 STEP 3
Create New Content
Share on Social Networks (FB, Twitter,
LinkedIn)
People Buy Your Stuff
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
How to make Promotion and Sales Work More Reliably?
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Use social ads as aCATALYST to Get the
ball Rolling
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
1
2
3
(a) Paid Social Ads Provide MOST SCALABLE Content Promotion
CREATEProduce content& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing audience by tagging site visitors with a cookie
START/GO
(Earth)
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
54
6
(b) Social Ads Turn Visitors into Leads & Customers
RemarketingRemarket your audience with display & social
ads and Remarketing Lists for Search Ads to
promote offers
FILTERApply behavioral and demographic
filters on audience
CONVERTCapture qualified leads or sale END/REPEAT
(Mars)
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
The Top 10 Paid Facebook & TwitterAdvertising Hacks of All Time!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Larry’s #10 Social Ads Hack:
Quality Score in Facebook and Twitter Ads!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
HIGHER POSTENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
“Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency =HIGHER Quality Adjusted Bid =
MORE Ad Impressions at Lower Cost
RESONANCE: Are consumers engaging your Tweet? Do they retweet, favorite,
or reply?
RELEVANCE: Is your Tweet related to things a user
is interested in?
RECENCY: Is your Tweet fresh? Fresher Tweets get
higher priority.
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Higher Engagement Rate =(Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
High QS (Great!)•High Ad Impression Share•Low Cost Per Engagement
Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores
Low QS (Terrible!)•Low Ad Impression Share•High Cost Per Engagement
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Promote Your BEST Stuff Instead (Unicorns: Your Top 1-‐2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
How to ALWAYS Get High Quality Score Unicorns?
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
How To Tell if Your Rocket is a Unicorn or Donkey?
1. Lots of stuff (organically) to Twitter
2. Post Top stuff from Twitter, to LinkedIn & Facebook
3. Pay to Promote the Unicorns on Facebook & Twitter!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-‐3%)
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
How to Find High Engagement Posts? (Unicorns!)
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Paid Social Media Ads.
Organic Social & Content Marketing
What’s The Biggest Difference??
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net, Maximize Engagement
Rates Within.
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Larry’s #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel
Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods)
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
OMG 10X Higher Engagement By Targeting #NeverHillary
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Best Campaigns Have Precise Audience Definition
(Note: Targeting all your fans is not precise..)
Target:Fans of Donald TrumpSocial Media Marketing Job Titles#neverhillaryNRA Members
Exclude: Democrats
Hillary Fans #neverTrump
Bernie Sanders Fans(etc.)
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Adding Audience Targeting Turns OK Ads Into Unicorns
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Larry’s #8 Hack:Solid State Booster Rockets
Get Free Clicks!#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Larry’s #7 Hack:Secondary StageBooster Rockets
Facebook Video Ads!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Video Ad Campaigns Increase Relevancy Score
by 2 Points!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Larry’s #6 Social Ads Hack: Ion Boosters
Custom Audiences
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
New “Tailored Audiences” or “Custom Audiences”
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
People-‐Based Marketing is LikeEmail Marketing But Better
Email Marketing
Limit number of blasts toreduce unsubscribes
.5-‐2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-‐Based Marketing
Fixed
Fixed
Fixed
Fixed
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising use cases!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Custom Audience Social Ads ROI Analysis:• Live Interviews with Fox, BBC, etc.• 250 High Value Press Pickups + Links• Massive Brand Exposure• +100k Site Visitors• I’m a Columnist on Business Insider• Business Relationship /w Facebook• Facebook Baby Hoodie worth $25
Total Cost: $50Total Time 10 minutes
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Many Ecommerce
Applicationsfor Custom audiences!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Ecommerce Audience Email Segmentations
New Purchasers
Non-‐Purchase Users
Active Purchasers
Customers with Expired Warranty
Abandoned Shopping Cart Users
Frequent Purchasers
High Price Item Purchasers
Recent Purchasers
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
#SMX #14B3 @larrykim
Grow Your Audience SizeUsing Similar Audiences!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Content Nowin Orbit!
Very Few Make it This Far <1%
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Slingshot Around Large Gravitational Force To Save Propellant
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Arianna Huffington Shared the Story And Asked Me to Be a Columnist.
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Larry’s #4 Hack: Lunar Gravitational Slingshot
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Hacking Google Machine Language Enabled Ranking Algorithms for
Insanely Awesome SEO
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Current & Future Google SEO Ranking Signals
Current Google
1.Links
2.Keywords
3.…?
Future Google??
1.User Engagement Metrics (Click Through Rate & Dwell Time)
2.Links
3.Keywords
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
+/-‐ 3% Increase inPost Engagement
+/-‐ 1 Spot in Organic Position
Rankbrain Reward & Penalties?
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Bounce Rate vs. Organic Position
Pass: Bounce Rate Low Enough
Fail: Bounce Rate Too High
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
• More Clicks & Conversions
• Better SEO Rankings
• Even More Clicks &
Conversions!
So… Get Really High Organic CTRs & Conversion Rates!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Larry’s #3 Social Ad Hack:Mars Ascent Vehicle (MAV)
Social Media Remarketing
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Power of SocialRemarketing
So Push HARD OFFERS (Sign-‐Ups, Consultations, Downloads, etc.)
Engagement Rates!
ConversionRates!
3X
2X1/3 Cost Per Click
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
#2 Social Ads Hack: Mars Intercept!
Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Behold The Awesome Power of Super Remarketing
Behavioral & Interest Targeting =They’re interested in your stuff
Remarketing = They Recently Checked Out Your Stuff
Demographic Targeting = They Can Afford to Buy Your Stuff
Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Use Social Ads + PPC Search Ads on
Google Using Remarketing Lists for Search Ads!
(RLSA!)
Larry’s #1 Social Hack: Mars Gravitational Slingshot Home
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Target search adsonly to people who recently visited your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your site, get addedto your remarketing list
Show them customized adswhen they search on Google!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
The Power of SEARCH Remarketing
Click Through Rates3X1/33X
Cost Per Click
So What’s The Catch??
Conversion Rates!
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
The Problem with RLSA
Solution: Use Social Ads to make the smaller circle 100-‐1000x bigger for cheap!
People unfamiliar with your brand
People familiar with your brand
RLSA only targetsthese usersRLSA Doesn’t Target
These Users (By Definition)
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
How Advertising REALLY WorksSTEP 1: Promote Inspirational / Memorable Content about Your Brand
to your Target Market
STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased)
STEP 3: Later when the Need Arises, People either:
Do a Branded Search for Your Stuff
Do Un-‐Branded Search but Biased Towards Clicking &
Buying From You.
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Summary: Larry’s Top 10 Social Ad Hacks
Unicorn Rockets: Only Launch Unicorns into Space.
10
Unicorn Rocket Fuel: Audience Targeting to Increase Engagement
9
Solid State Boosters: Generate FREE Clicks from Paid Ads
8
Secondary Booster Rockets: Video Ads!
7
Ion Boosters: Custom Audiences
6
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure
Summary: Larry’s Top 10 Social Ad Hacks
Earth Gravity Assist: Reddit, Digg, Medium, Linkedin Pulse, etc
5
Mars Ascent Vehicle: Social Remarketing
3
Lunar Gravitational Slingshot: Hacking RankBrain for SEO
4
Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads
1
Mars Intercept: Combine Everything with Super Remarketing
2
#socialpro #22A2 @larrykim@larry_kim @VerticalMeasure