how to make money from paid social
DESCRIPTION
James Mortimer discusses how brands can make money from paid social campaignsTRANSCRIPT
How to make money from paid social James Mortimer
15.07.2014
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Who I am and what I do Introduction
• Paid Social Analyst @ iCrossing
• Here to help grow paid social offering
• Based in Brighton
• Work with media & content teams
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• Fundamentals to client / agency relationship
• Some good social campaigns
• How to keep your accountants happy
• They buying cycle and paid social
What I’m going to coverToday
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(Compared to search)Advertising on social media is fairly new
Facebook ads started in 2007 (same as iPhone)
Twitter ads started 2011
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Or both?Branding or ROI?
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276 RTs
160,000 visits to blog post explaining the stunt
Lots of press coverage
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Most RT’d tweet of all time$1 billion (according to agency)
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But what will your accountant think?These are all great PR
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1. Think beyond the like – look at bottom line
2. Channels and goals aligned
3. Targeting specific to content and goals
4. Good understanding of the buying cycle
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The buying cycle
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• Paid social is really good at this
• Important to look at whole picture
• Last click is a bad idea
Awareness The buying cycle through social
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• Go on Amazon and look at the ads on your Facebook
• Targeting existing customers for up sell is good
• Compare conversion from existing customers to new ones – social adds value here
Remarketing through paid social works really wellRetention
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• Search is good because you spend X you get Y
• Harder with display
• Social is probably the hardest
• Can work though
• Paid Facebook ads for reed.co.uk work nearly as well as search ads
• Important to understand attribution process
Facebook is good at this Direct response
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• Paid social will make you money
• It’s more than a PR and branding channel
• Branding and engagement is good and paid makes this happen (but needs to be aligned with goals)
• Tailor everything (goals, content and targeting)
• Experiment!
Paid social can make you money – need to be clever Summary