getting the most of your $$$ on social...why do marketers use social? ... • generate traffic to...
TRANSCRIPT
Getting The Most of Your $$$ On Social
Andrea Garcia – CMO
April 28, 2017
AGENDA • Social Media Practices
• Goals & Expectations
• Measurement and Opportunities
• Social Ad Platforms
• Questions
A design studio formed on:
The love of bringing people together.
With the mission to:
Empower organizations to make an impact in a fast moving world.
www.mindmatterkc.com
Andrea Garcia
Chief Mind Officer
Drew Clausen
Chief Matter Officer
SOCIAL MEDIA PRACTICES
WHY DO YOU PRACTICE SOCIAL MEDIA? Social Media is always evolving. ROI is different for everyone. While your goals may be steady, your strategy SHOULD evolve as social does.
WHY DO MARKETERS USE SOCIAL?
• Increase brand awareness
• Attract new customers
• Engage your customers
• Generate traffic to your website
• Advertise
• Promote an event
• Listen to your customers
• Improve search rankings
NETWORKS BY USERS • Facebook – 1.8B
• Instagram – 600M
• Twitter – 317M
• Snapchat – 300M
• LinkedIn – 106M
SOCIAL MEDIA USE BY ADULTS
AVERAGE ORGANIC REACH BY CHANNEL
• Facebook – 2.27%
• Twitter – 3.61%
• Google+ - .09%
• LinkedIn – 20%
• Instagram – 20%
MARKETERS USING SOCIAL MEDIA
GOALS AND EXPECTATIONS
GOAL TYPES AND MEASUREMENTS
• Awareness – Reach (impressions, organic vs. paid)
• Engagement – Likes/Reactions, Comments, Shares, Clicks, Click Through Rate (CTR), Views
• Sales – Pixels & Floodlights, Site Analytics, Offer codes
• Site Traffic – Clicks, CTR, Site Analytics
• Business Insights – Page Demographic Data, Advertising Campaign Insights, Online Mentions
PLAN STRATEGICALLY, MEASURE WITH INTENTION.
MEASUREMENT AND OPPORTUNITIES
WHAT SHOULD I DO NEXT?
• Establish realistic goals
• Test your message
• Check in often to gauge performance
I N S O C I A L R O I
WE FIRST DEFINE SUCCESS,
THEN WE MEASURE.
THE AD PLATFORMS
FACEBOOK • ads.facebook.com • Tips for success:
– You must have a Facebook (Business) page associated with the ad
– The more text in your image the less distribution and higher cost. Facebook breaks down text density into Ok, Low, Medium, and High
– Character limits – Cannot edit a post one it has been
promoted – Users can comment on ads.
Monitor your responses, have a plan.
• Target better by: – Including Interests, this increases
reach
– Behaviors – can decrease reach
– Don’t be afraid to be narrow, target YOUR customers
– Try to avoid the Facebook Audience Network option
• ads.twitter.com
• Tips for success: – Cover the basics
– Select ONE audience type per campaign
– Experiment
• Business.linkedin.com/
marketing-solutions
• Tips for success: – Is this a good fit?
– Decide HOW you want to advertise
– Crisp content
SNAPCHAT
• Snapchat.com/ads
• Tips for success: – Decide if this is your right audience
– Does this support an event?
– Does this fit with your strategy?
• Business.instagram.com/advertising
• Tips for success: – Understand which visuals are most
impractful to your audience
– Have a clear call to action
– Determine method
FLIGHTS AND BURSTS
• Facebook – works over time if budget allows
• Twitter – best when grouped • Linkedin – will only continue if performing
well • Snapchat – can only purchase per day in
geo-fenced radius • Instagram – works over time if tailored well
of content should be valuable and relevant to your audience
should be curated content from others
should be promotional
70-20-10 RULE
70 % 20% 10%
• Determine your goals & objectives
• Build an understanding of the platforms
• Smart small with budget, then build
• Experiment with targeting • Explore creative changes
WHAT’S NEXT?
QUESTIONS?