#ssqlive presentation - online social media advertising!

Social Media Advertising WorkshopSCTC – NOVEMBER 2015

#SSQLIVE

Introduction

• Flip Chart - Next Session Ideas• Health & Safety / Toilets / Dinner /

Refreshments• Wi-Fi, and have you all got a

Twitter/Facebook / LinkedIn account to use today?

• Schedule for the day – timings and format**First time we’ve run this course so might be a bit ambitious!

Todays #Tag

#SSQLIVE

@HAIRYHANDSHAKE

Introduction

• Black screen/red writing• Introductions from Social Sasquatch & the Group• Who am I• What I do • Introduce the person opposite • Name/company/what they’d like to get from

today/interesting fact!• Your Twitter names on the board - & get logged

in!• ME: @HairyHandshake – ADD ME!

Examples – What I do!• TransferWise• asbestosis.org.uk• LEGO Dimensions• Circle Agency (Experiential Marketing Agency of the year

2014)• Sutton Coldfield Tennis Club• WERSM (We Are Social Media)• Event Magazine• NCASS (National Caterers Association)• Three60 Recruitment (Birmingham)• Mexicana Cheese

Video Promotion Campaign

• TransferWise

mailto:http://riphiddenfees.com/

mailto:https://s3-eu-west-1.amazonaws.com/transferwise/riphidden.mp4

Lead Generation

• asbestosis.org.uk

mailto:http://asbestosis.org.uk/

Concepts for Promotions

• Sutton Coldfield Tennis Club – New Members

Introduction

• What are your thoughts on Social Media Advertising?• Interface

• Do you use mobile apps?

• How useful are they – BENEFITS/ISSUES• How do you use social media – Business / pleasure /

both / separate accounts?• Generating leads – starting conversations – had any

successes?• Networking – what hashtags/groups do you use (if

any!)

EXPERIENCES

• Who has done what – anyone paid to advertise?• Which channels

• Any questions so far?• Most importantly…• ‘What are you hoping to take away from

todays session?’

You’ll get out what you put in!

• What is a Workshop?• An educational seminar emphasizing

interaction and exchange of information between a usually small number of participants

• A meeting at which a group of people engage in intensive discussion and activity on a particular subject of project

What we’re going to cover

1. Developing an advertising strategy2. Creating engaging content3. Creating Facebook adverts4. Creating Twitter adverts5. Creating LinkedIn adverts6. Optimising campaigns7. Tracking engagement and conversions

Schedule

Workshop 1

10:30 – 11:30

Workshop 2

11:45 – 12:45

Workshop 3

13:15 – 14:15

Workshop 4

14:30 – 15:30

LUN

CH!

Coffee

Coffee

Workshop Content

1. Which channels to use?2. Audience segmentation3. Creating images4. FB- Campaign

objectives5. FB- Targeting options6. FB- Audiences7. FB- Advert creative!

9. Twitter ads 10110.Twitter ads Targeting11.LinkedIn ads 10112.Optimising

Campaigns13.Tracking pixels14.Google Analytics

1) Which channels to use?

• Facebook• Twitter• LinkedIn• Youtube• Pinterest• Google+• Tumblr• Instagram• SnapChat, Flickr, Vine, WeChat, MySpace…

1) Which channel to use?

• How would you describe a typical user for each of the networks? Pick 3 channels from the last slide and make notes on your thoughts...

• Feedback to the group...

1) Which channel to use?

• Now… think about your business/event. Where do you think your current customers are active online, where can you target content at them?

• Which networks best suit the needs of your customers? • Visual, conversational, information, event

listings, creative, video, interacting with brands…

2) Audience Segmentation

Your audience isn’t a singular mass of people.They’re all individuals, and they all like and respond to different messages and content, and types of media


Your job is to segment your customer base (your audience), create content that appeals to each of the demographic groups, then target them as effectively as possible.


Benefits:• Reduced CTA cost• higher quality = more

reach• Better organic reach• through

sharing/engagement• Tailored experience• lower bounce rate


• Identify 3 different customer segments that you could target content towards• Age/sex/marital status/interests/children/job

title/location/income• How would the message/content for each of

the segments be different?• Feedback to the group!

2) Targeting

• Which social channels to use:

• Different market segments:

We’ll be investigating how you can target your different audience segments on a range of social channels, a bit later!

3) Creating Images

You know who you want to target, and you have some tailored messages and ideas for engaging content. But how do you make your posts LOOK nice?

3) Creating Images

3) Creating Images

• www.canva.com

http://www.canva.com/

3) Creating Images

SHORTER COPY GENERATES MORE ENGAGEMENT!

• You’ll get a higher CTR (click through rate) if you shorten your message

• Users will want to visit your website to find out more

CREATE SOME INTREAGUE!

3) Creating Images

Go to www.canva.com• Sign in with Twitter or Facebook• Create a ‘Facebook Ad’ image for your

business that is:• 1200px x 628px

*note that for Facebook Ads you need to have <20% text/logo coverage


4) Facebook Advertising

4) Facebook AdvertisingWhat are the benefits of using Facebook?• Huge audience• Cheap CPM (impressions)• Massive demographic targeting database• Range of advert objectives (website/leads/likes)• User-friendly interface• Fantastic reporting functionality• Any others YOU can think of?

4) FB- Campaign objectives

4) FB- Campaign objectives – LOCAL!

4) FB- Campaign objectives – LEAD GEN!

4) FB- Campaign objectives

• Which campaign objectives could support your business objectives?

• Have a chat and feedback to the group

5) FB- Targeting options

• Which social channels to use:• Different market segments:

• Here’s where we investigate how to target your adverts at people to get the best ROI for campaigns, and maximum REACH/ENGAGEMENT!


FacebookCampaign

Advert Set 1

Advert 1a Advert 1b Advert 1c

Advert Set 2

Advert 2a Advert 2b Advert 2c

5) FB- Targeting options – Audience Vs Reach


Demographics


Interests & Behaviours

5) FB- Targeting options - OPTIMISATION

5) FB- Targeting options - SCHEDULING

5) FB- Targeting optionsNow it’s time to pick a business/event to use as an example!

Sutton Vintage & Arts Fair are represented today. So lets create some potential audiences for their page:https://www.facebook.com/Sutton-Vintage-Arts-Fair-132825093424878/

https://www.facebook.com/Sutton-Vintage-Arts-Fair-132825093424878/




6) FB- Audiences

We identified the audiences, created some images, and looked at targeting options:‘what if you want to target your existing database of clients, or people who visit your website?’

We’ve got that covered!

6) FB- Audiences

• Custom Audience – Customer List

6) FB- Audiences

• Custom Audience – Customer List• Target your existing databases with new

offers and info on events – higher engagement rates

• Remove existing members/customers from new campaigns to optimise delivery cost (reduce CPA)

• Use these to create Look-a-like audiences to increase your reach!

6) FB- Audiences

• Custom Audience – Customer List• People generally don’t use their work email

addresses for Facebook. B2B email lists may have lower sync-rates with Facebook

• Generally you can expect:• B2C = 50% - 90%• B2B = 20% - 40%

6) FB- Audiences

• Custom Audience – Website Traffic

6) FB- Audiences

• Custom Audience – Website Traffic• Tracking pixel required on your website to tell

Facebook who has accessed your website (in the header – really simple to set up)

• You will need to update your privacy settings to reflect tracking – similar to a ‘cookie’ policy!

• Allows you to target campaigns at people that visit specific parts of your website!

6) FB- Audiences

6) FB- Audiences

• Look A Like Audience• Great way to reach a wider audience• Increase your reach• Cross references demographic data and user

preferences from any list on Facebook, to create a BIGGER list of similar people based on:• Age, interests, purchasing behaviour,

employment etc

6) FB- Audiences

• Look A Like Audience

6) FB- Audiences

• Lets upload a couple of email lists and see what sort of results we get:

7) FB- Advert creative!

• Image size depends on your objective – See www.canva.com for details

• Different formats available for different campaigns

• Like campaigns – Images or video



• ALL Facebook campaigns - <20% text/logo


• Your ads will display differently in the areas you select to publish them on Facebook!:


• Keep your objectives in mind when creating adverts, if your trying to get sign ups on your website, will someone want to fill a form out on their mobile device?


• Carousel Ads! 30% - 40% higher CTR


• Adding multiple images to create range of adverts


• Choose the most appropriate CTA button, test a few different ones!


• Different fields and how they display:


• So lets create an advert for:• https://www.facebook.com/patina74/

https://www.facebook.com/patina74/

https://www.facebook.com/patina74/

WELCOME BACK

8) Twitter ads 101

8) Twitter ads 101

• Who has a Twitter account?• Who uses Twitter regularly?• Who’s got a Twitter Ads account?• Who’s created/run Twitter campaigns?

8) Twitter ads 101

What are the benefits of using Twitter?• Big audience• Good for B2B interactions• Good for generating conversations• Great for targeted brand awareness• Range of advert objectives

(website/leads/follows)• User-friendly interface• Any others YOU can think of?

8) Twitter ads 101

8) Twitter ads 101

Twitter CardsAllow users to click anywhere on your Tweet and be directed to your website!Can be reused with MULTIPLE Tweets to assess which ones get the best engagement ratesRemember: Once someone clicks on your advert and goes to your website, you can track them with your tracking pixel and re-target them with adverts designed specifically for them!

8) Twitter ads 101

Creating a Twitter Advert:1. Go to https://ads.twitter.com/2. Follow the instructions!3. The ‘Twitter Dashboard’ (pto)

https://ads.twitter.com/

https://ads.twitter.com/

8) Twitter ads 101 – The ‘Dashboard’

8) Twitter ads 101

• Promoted Tweet Objectives:

8) Twitter ads 101

Objectives: Lead Generation

8) Twitter ads 101

Objectives: Website Card

8) Twitter ads 101

Objectives: App Installs

8) Twitter ads 101

Objectives: Website Card

8) Twitter ads 101

LOADS of CTAs (call to actions) on Twitter!

9) Twitter ads - Targeting

Create New Campaign (top right)


Keyword targeting:


Follower (competitor) targeting:


TV Show Targeting! (Actually very useful!):


Your advert creative:• Create new Tweet/Card (you can reuse the

card to save some time with multiple text combos)

• Select an existing Tweet that has performed well

• Keep your copy short and snappy, you want to entice people to ‘find out more’ on your website!


Think about the audiences you defined earlier this morning for your business.Think about the types of people that use each of the social networks - TWITTERCreate a quick advert for one of them using the targeting options we have just looked at:

Have a go for yourselves!

8) Twitter ads 101

• Audience Editor – Same as FB Custom Website Audiences

8) Twitter ads 101

Twitter Analytics – how things are performing:

8) Twitter ads 101

Any Questions???

10) LinkedIn Ads 101


• Do you use LinkedIn?• Do you have a business page?• Have you promoted any updates?• Do you use LinkedIn Pulse?• Has anyone heard of Slide Share?


Using LinkedIn to advertise:• Very good for B2B• Target decision makers in businesses• Leads are very well qualified (high quality)• Can be more expensive than other channels,

usually around £1 - £4 per click• Drive traffic to website, then retarget visitors

on cheaper channels (like Facebook!)


LinkedIn Pulse – blogging platform


• Slide Share – works great with LinkedIn & Twitter


You have 2 types of advert on LinkedIn:• Sponsored Updates (Good for quality)• Text Ads (Can be good for brand awareness, very cheap cost per

impression)


Sponsored Update (in the newsfeed):


Text Advert (displayed in a few different places):


Creating an advert:


LinkedIn Dashboard:


Use an existing post, or create a new one!


• Upload your URL into the box to generate a web-preview, click the photo icon to add an image!:


• As with Facebook & Twitter, you can create multiple adverts in the same campaign to see what works most effectively:


TARGETING OPTIONS!:


TARGETING OPTIONS!:• Company• Job Title • Location• Skills • Gender / age

(limited)• Company size

• Seniority• Job function• Industry• Education


Lets run through a couple of examples from the room. B2B relationships work best with LinkedIn.

Remember that with LinkedIn, it’s quality, not quantity, we don’t need a huge audience to make a campaign successful if we target the desired people.

11) LinkedIn ads 101

Think about the audiences you defined earlier this morning for your business.Think about the types of people that use each of the social networks - LINKEDINCreate a quick advert for one of them using the targeting options we have just looked at:

Have a go for yourselves!

12) Optimising your Campaigns• Remember, not everyone will click on your

advert!• The better quality the ad, the better results

you’ll get• Cheaper per impression/reach/engagement

• More chance of organic reach engagement (people sharing a post)

• Make your ads APPEALING to your audience

12) Optimising your Campaigns• Test adverts across different channels, you

can’t always predict user behaviour!• www.asbestosis.org.uk

• Which channel is giving you the lowest ‘metric value’ – against your objective• CPC – cost per [website/post] click• CPA – cost per acquisition• CPM – cost per 1,000 impressions

http://www.asbestosis.org.uk/

12) Optimising your Campaigns• Look for themes as to what is working on

each of the channels you try, then work out why:• Age• Gender• Different interests• Placements – mobile/desktop/other

12) Optimising your Campaigns

12) Optimising your Campaigns• If its mainly men clicking, are your ads too

masculine? Think about splitting audience or updating your ad creative

12) Optimising your Campaigns• If most of your clicks are from mobile, is

your landing page optimised for mobile devices?

• You could run a separate campaign for desktop

12) Optimising your Campaigns• If your CPC is increasing and website clicks

declining, think about refreshing your ad. Try some new images and/or copy

12) Optimising your Campaigns• Run multiple adverts simultaneously• Twitter/Facebook/LinkedIn will all optimise ads in

an advert set automatically

12) Optimising your Campaigns• Test different audiences, try people that are work in

different areas, expressed interests in different pages, live in different geographical locations:

12) Optimising your Campaigns• Thinking about your audiences segmentation

earlier, the targeting options we’ve explored, and what you’ve learned today:

• How would you now segment/target adverts for your audience, and what would you test?

• How would your adverts differ based on your audience segments?

13) Tracking Pixels (or pixel tags)We mentioned these this morning. These allow you to:• Track website visitors anonymously (their

accounts)• Retarget adverts to them • Target different adverts depending on which

pages they have visited:• Eg NCASS Training Campaign

mailto:https://www.facebook.com/nationwidecaterersassociation/posts/1211091655574091

13) Tracking Pixels

13) Tracking Pixels

• Level 1 click = Level 1 retargeting campaign• Level 2 click = Level 2 retargeting campaign• Level 3 click = Level 3 retargeting campaign• Level 4 click = Level 4 retargeting campaign• …...etc

13) Tracking Pixels

Facebook – Go to your Ads Manager Homepage

13) Tracking Pixels• Create and install your pixel

• Create your Facebook pixel in seconds, then simply paste the code into the header of your website to get started

• Create Custom Audiences• Easily create audiences based on activity on your website.

Remarket to everyone who visits your site, or define rules for people who visit specific pages or take specific actions

• Track the actions that matter• The pixel automatically tracks visits across your website. You

can also add events to track actions such as viewing specific content, adding products to a basket or making a purchase

13) Tracking Pixels

13) Tracking Pixels• Create the code and paste between header tags on website –

THAT’S IT!

13) Tracking Pixels

Twitter– Go to the Twitter Ads Dashboard

13) Tracking Pixels• Complete the details, generate your code and add it to your

website!:

13) Tracking Pixels

• You could have specific product pages set up• Categorize your products• Retarget with images of products visitors looked at• Offer them 1-2-1 consultation with a member of

staff• If people visit your blog, target them with ads

to encourage them to sign up for newsletters• Target offers at people that have visited your

website but not signed up/purchased (using ‘exclude custom audience functionality’)

13) Tracking Pixels• So you’ve created your campaigns, installed your

tracking pixels, now you need to think about your RETARGETING CAMPAIGNS.

• When people visit your website, and look at specific pages, what sort of retargeting campaigns could you create?

*Retargeting campaigns can perform up to 7x better than a standard campaign!

14) Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic


How are we going to use it with our Social Media Campaigns?

UTM CODES – with a drive traffic to website objective!

A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you


You may have noticed these before?Normal URL:http://www.ncasstraining.co.ukURL with tracking code:http://www.ncasstraining.co.uk/?utm_source=Facebook&utm_medium=NCASS+Training+Website&utm_content=Carousel+&utm_campaign=Instagram+1Shortened URL can hide the UTM code from the user!:http://goo.gl/5lPAo6

http://www.ncasstraining.co.uk/?utm_source=Facebook&utm_medium=NCASS+Training+Website&utm_content=Carousel+&utm_campaign=Instagram+1






http://goo.gl/5lPAo6

http://goo.gl/5lPAo6


Click this link to go to the Google UTM Code Generator:https://support.google.com/analytics/answer/1033867?hl=en\

https://support.google.com/analytics/answer/1033867?hl=en%5C




UTM Codes allow Google Analytics to track your behaviour on a website once you visit it. You can create different codes for each of your campaigns to help you differentiate between them.You can specify:• Campaign Source (eg Facebook or LinkedIn)• Campaign Medium (eg website traffic or like campaign)• Campaign Term (eg monthly or 9-5 / Mon-Fri promotion)• Campaign Content (eg blog or customer comments)• Campaign Name* this is what is displayed in Google Analytics


Set up custom goals to allow you measure pretty much anything you like on your website!

• To find out more, keep your eyes peeled for the #SSQLIVE Newsletters, one of next years #SSQLIVE Workshops will be covering these topics in more detail!

TRACKING & GOOGLE ANALYTICS

Slides will be sent around via Slide Share

on Monday

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Ideas for future workshops in 2016 much appreciated

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Please leave me some feedback:

• Twitter. @hairyhandshake• Facebook. /socialsasquatch • LinkedIn. theoliverjenkins

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Drinks are on me if anyone fancies a

glass of wine/pint/tequila!

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