SOCIAL MEDIA ADVERTISING & YOUR CONTENT STRATEGY

The Great Disconnect #smwads

MARY Mary Liebowitz

@sparklewitz

@falconsocial

Social Engagement Manager

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MAY May Laursen

@maylaursen

Inbound Marketing Specialist

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FALCON SOCIAL (@FalconSocial)

Copenhagen startup founded in 2010

An enterprise-focused, all-in-one social media management platform

Hit hypergrowth period in Q3 2013, so most of our teammates are relatively new

Employees consist of 108 team members, of 30 different nationalities

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TODAY

Content

• The Balance of Advertising and Content

• Building an Audience with a Rich Content Strategy

Advertising

• When & How to Boost Effectively to Capture Leads

• Using Custom Targeting to Avoid Spamming Your Audience

• 3 Examples of Connected Content Strategy & Advertising We Like !• Comments - Questions?

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In social marketing, maintaining authenticity comes from a combination of structure, self-awareness, and consistency.

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THE BALANCE

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CONTENT STRATEGY

CONTENT MARKETING

INBOUND MARKETING

SOCIAL ADVERTISING

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Content Strategy:

• Is the framework for your content

• Aligns an overview with business goals

• Gives content a sustainable lifecycle !Content Marketing

• “Delivering the content your audience is seeking in all the places they are

searching for it”. (Joe Pulizzi)

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THE BALANCE

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Who We Are

• Clean aesthetic

• Scandinavian background

• UX and ease-of-use

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THE BALANCE

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Where We’ve Been Lucky

Working from scratch:

• Most content created in the last 5 months

• The need for social presence backed up into content strategy

New, growing team:

• Flat, Scandinavian hierarchy

• Team members are new & enthusiastic & looking for ways to work together

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THE BALANCE

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Self-awareness:

• Who are you

Client research:

• What are your target audience’s challenges

• What type of content do they typically look for

Organization

Resources

Responsibility

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STRATEGY & AUDIENCE

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Why Advertise?

• Create awareness

• Attract new audiences

• Capture leads

• Increase consumption of existing audiences

• Strengthen brand position

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SOCIAL ADVERTISING

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Control:

• You define the audience

• You select the channels

• You set the exposure rate

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TARGETING

YOU DON’TWANT TO BE THAT GUY!

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•People you’re interested in People who are interested in you

TARG

ET

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• Demographics

• Geographics

• Interests

• Custom Audiences

• Lookalikes

TARGETING

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• Hard and soft sell

• Explicit and implicit CTA

• Catchphrases and puns

• Capitalization

• Offer or benefit lead

TARGETING

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• Twitter lead gen cards

• FB custom CTA buttons

• Dedicated landing pages

• Bidding optimization

• Capture contact info for retargeting

FORM

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Tracking

• From ad to conversion - The customer journey

• Split testing

• Segments

• Creative

• Content

• Conversion tracking

• Attribution modelling

TARGETING

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Tracking

• Google Analytics

• Conversion paths

• Conversion sources

• Time lag

• Affiliate advertiser insights

• Split testing tool e.g. Optimizely

• Heat and scroll maps

TOOLKIT

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General Electric - “Imagination at Work”

Conglomerate corporation with Energy, Technology Infrastructure, Capital Finance and Consumer & Industrial divisions !

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EXAMPLES WE LIKE

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Cisco - “Imagination at Work”

Networking Technology !

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EXAMPLES WE LIKE

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Colgate-Palmolive - “World of Care”

Multinational Consumer Products Company !

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EXAMPLES WE LIKE

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@falconsocial @sparklewitz @maylaursen

/FalconSocial +FalconSocial @falconsocial @sparklewitz

/falcon-social /maryliebowitz

/pernillemaylaursen