social advertising 101
TRANSCRIPT
Agenda ! Intros
! A look at the social landscape
! Social media strategy
! Social advertising o Facebook
o Instagram
! Landing pages
! Remarketing
Credentials ! Online marketing since 1994
! McCann Erikson, Publicis, Cove-Ito (Japan)
! Fortune 500 brands: Nestle, HP, Coca-Cola, Budweiser
! Founded bWEST – July 2009
! Co-founded Social Media Camp – 2010
! Founded SOHO Victoria – 2015
Lets Get Started…
1. Who is doing social advertising? 2. Anyone have a Facebook Business account? 3. Using Power Editor or Ads Manager?
Social Glossary
! CPC
! CPM
! CPA
! CTR
! CAC
! CPL
! CR (CRO)
! CTA
! GA
! KPI
! LTV
! MoM (YoY)
! PPC
! ROI
! RT
! UVP
Where to Start?
Ask yourself these questions:
1. Do we have a responsive website with GA installed?
2. How are we measuring the success of our marketing?
3. What metrics & benchmarks are most important to us?
4. What are we doing now to reach prospects?
5. What results do we need to achieve and by when?
6. Are we on track for reaching those results? 7. What resources do we have (internal / external)?
The Shifting Social Landscape
Source: HubSpot
sCommerce
StartupsFM
Global ecommerce sales top $1.2 trillion
Social commerce sales are forecasted to represent 5% of all online retail revenue in 2016
MediaBistro
$15 billion
sCommerce
StartupsFM
74% of consumers rely on social networks to guide purchase decisions
55% of consumers share purchases on social networks
sCommerce
Postcron
of marketers have successfully gained new customers via social networks 70%
sCommerce
Conversion rate of social referrers
Statista
sCommerce
MediaBistro Shopify
60% of social traffic to retail sites originates from Facebook
85% of all orders from social media come via
Social Advertising
Internet advertising will make up nearly 25% of the entire ad market
By 2016
Postcron
Mobile ad spending will rise to $95 billion
by 2018
eMarketer
Social Advertising
Marketers advertise on…
Socialbakers
92% 35% 24% 23%
500,000 Facebook pages use promoted posts to boost
their social success Accumulating 2.5 million
promoted posts on Facebook
Jeff Bullas
Facebook remains marketers’ favourite platform
Social Engagement
User interactions with brands’ posts as percentage of brands’ fans or followers
Forrester Research, Inc.
62% of Facebook’s profit comes from mobile ads
TechCrunch TechCrunch
81% of Twitter’s ad revenue comes from mobile
And let’s not forget about mobile…
The Revolution of Mobile
Canada & US smart phone penetration amounts to
50%
eMarketer
The Revolution of Mobile
Digital Marketing Magazine
Mobile data traffic increased by
since 2013
+81% And will grow
10x by 2019
Ericson
The Revolution of Mobile
Digital Marketing Magazine
With users spending
Per day on mobile devices
2h 42m
Mobile and social media go hand in hand
60% of social media time is spent on mobile
Business Insider
The Revolution of Mobile
Social Video
Brainshark 74% of all internet traffic will be video by 2017
Video will continue to dominate the digital landscape
Social Video
Single Grain
Video is shared
1200% more times
than links and text combined
Social Video
YouTube is the
#2 search engine in the world
DigitalSherpa
Social Video
Social Video
More than 200 million users total
MediaBistro DMR
create over 1 billion Vine loops daily
Social Video
57% of Instagram users access the site every day
35% of users access the site multiple times a day
57%
35%
Pew Research
Social Video
Instagram videos are creating double the engagement
of Instagram photos
Inside Facebook
88% of brands on Instagram have shared at least one video
Totems
Social Media Strategy
Inbound Marketing
1. Planning – Objectives
2. Execution – Tactics and management
3. Measurement – Results
4. Optimize – Test, Track & Tweak…
Social Strategy
! Increase website traffic
! Generate awareness
! Educate
! Generate leads
! Sell products / services
Objectives
1. Content
2. Engagement
3. Management
4. Measurement
Four Part Plan
− Plan compelling, valuable content − Copy, images, video − Follow category, competitors, customers,
prospects − Curated content
− Create 5 blog “themes”
1. Content
Five Themes
1. Solve customer problems
2. Common mistakes
3. Answer FAQs
4. Curate good content
5. Recipes
Base Camp
Outposts
1. Content
2. Engagement
3. Management
4. Measurement
Social Media Strategy
− Determine channels, based on audience (Blog, Facebook, Twitter, YouTube, Instagram, LinkedIn …)
− Start slow, get comfortable − Engage … be “social” − Network build − 10:1 // Value Add:Marketing
2. Engagement
Post Regularly
! Daily: text updates, photos, video
! Use Facebook as your page (business)
! Monitor closely
! Respond to comments
! Don’t feed that trolls
What to tweet…
! A blog post
! Top 10 Lists
! “3 Mistakes People Make When…”
! Ask a question / get feedback
! Comment on a tweet
! Retweet something interesting / useful
1. Content
2. Engagement
3. Management
4. Measurement
Social Media Strategy
3. Management (tools & systems) − Identify resources − Hootsuite − Create a System − Work it…
Social Media Management
1. Content
2. Engagement
3. Management
4. Measurement
Social Media Strategy
4. Measurement & Monitoring − Google analytics − Hootsuite − Facebook, YouTube…
Measurement
Social Advertising
Social Advertising Checklist
1. Define your goals
2. Determine budget
3. Understand media and ad types
4. Craft copy (research, TTT)
5. Create graphics / photography / Video (Canva.com)
6. Determine target audience(s)
7. Determine / create landing page(s)
8. Create and launch campaign (split and A/B testing)
9. Monitor and analyze (conversion tracking)
10. Test, track and tweak…
Define Goals
1. Drive website traffic
2. Sell products or services
3. Generate email subscriptions
4. Generate leads
5. Get more exposure for posts and updates
6. Generate page likes
7. Promote an event
Budgeting
1. What is your overall marketing budget (SMB average is 10-12% of sales) ! On avg SMBs spend about 50% of their marketing budget on digital
2. What are your goals (sales, leads, awareness…)
3. Who is your target audience
4. How many do you need to reach
5. How much competition is there 6. What is your conversion rate
Audience Targeting
Ad Placements
Mobile News Feed
Desktop News Feed
Right Column
Instagram – Carousel Ads
Website Tracking
Landing Pages
What is a Landing Page
A standalone web page distinct from your main website designed for a single focused objective.
Two types of landing page: 1. Click Through 2. Lead Generation
Click Through Landing Page
! Goal is to persuade visitors to click-thru to another page
! Typically used in ecommerce funnels
! Describes product enough to bring visitor closer to making a purchasing decision
Lead Generation Landing Page
! Used to capture user data (name and email address)
! Purpose of the page is to collect information that will allow you to market to and connect with the prospect
! Contains a form along with a description of what you’ll get in return for submitting your personal data.
Lead Generation Landing Page
There are many uses for lead gen landing pages:
! Ebook or whitepaper ! Webinar registration ! Consultation for professional services ! Discount coupon/voucher ! Contest entry ! Free trial ! Notification of a future product launch
Effective Landing Pages
1. Unique Value Proposition – headline should include a UVP that explains what the buyer will get from you that they can’t get elsewhere.
2. Hero shot – the image that conveys a sense of what owning a condo at the Escher would be like.
3. Benefits – compelling content that demonstrates exactly what they will be getting.
4. Social proof – the positive influence that is generated when people find out that “everybody’s doing it”.
5. Call to Action – the LP has one goal. The CTA should trigger action.
6. Limited navigation options to other sections of the site.
Unique Value Proposition
Hero Shot(s)
Benefits
Social Proof Call to Action
Unique Value Proposition
Hero Shot
Benefits
Social Proof
Call to Action
How Remarketing Works
How Remarketing Really Works
Resource Guide
1. Google mobile site tester https://www.google.ca/webmasters/tools/mobile-friendly/
2. Facebook Ad Guideline https://www.facebook.com/business/ads-guide
3. Facebook ad text tester https://www.facebook.com/ads/tools/text_overlay
4. Set-up FB Business account https://business.facebook.com
5. FB for Business https://www.facebook.com/business/help/1375217276096623
6. Google Display Ad Builder http://www.google.com/ads/displaynetwork/build-your-ads/display-ad-builder.html
7. Stocksy for royalty free stock photos https://www.stocksy.com/
8. Canva for creating ad images https://www.canva.com/
9. PicMonkey for creating / editing photos http://www.picmonkey.com/
10. Hootsuite https://hootsuite.com/