the 4 secrets of effective paid social media campaigns
TRANSCRIPT
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Of Effective Paid Social Media CampaignsThe 4 Secrets
By Josse Alex Garrido, UTRGV Social Media & Digital Marketing Manager.
bit.ly/spicase16
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Yes, you have to pay to play.
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No, it doesn’t have to be expensive.
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Our G al:“Make social media ads as effective and
cheap as possible.”
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Effective paid social media campaigns:
Have a clear objectiveDo not feel like adsReach the right kind of peopleWork together
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Develop a clear objective
Think about an important message your department/division wants to publish. It can be a program, event, update, etc.
* What do you want to accomplish?
Activity1
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Translate it to digital marketing
How can you translate your campaign objective into the digital world?
Impressions: total people reached, cost per impression.
Video views: click to play, time on video, completion rate.
Engagement: likes, comments, shares.
Website visits: website hits, time on site, bounce rate.
Conversions: form submissions, registration, key website visits.
Activity2
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Low Engagement Medium Engagement High Engagement
Website Conversion $$$$ $$$$ $$$
App Install $$$$ $$$ $$
Lead Generation $$$ $$ $$
Event Attendance $$$ $$ $
Page Likes $$ $$ ¢
Post Engagement $$ $ ¢
Impressions $ ¢ ¢
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Forget the “single ad mentality”
Soil: Organic engagement
Plant: Your actual campaign, your goal
Fertilizer: Your paid engagement
Activity3
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Unless you work in the advertizing industry, you are not very likely to share ads.
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ExcitementWe share
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AngerWe share
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SurpriseWe share
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PrideWe share
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High Arousal vs. Low Arousal
From “Contagious: Why Things Catch On” by Jonah Berger.
High Arousal
Low Arousal
More PleasantLess Pleasant
Excitement
Astonishment
Joy
Happiness
Inspiration
Anger
Anxiety
Disgust
Sadness
Loss
Pity
Contentment
Relaxation
CalmnessBoredom
Gratitude
Activity4
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Reach the right kind of people
Types of people on social media:
Lurkers: Seeking high entertainment value. Hard to engage. Most of the people on social media.
Active consumers: Strong affinity with your messages. Actively engage, don’t necessarily share.
Advocates: Seek your content and share it.
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If you are not reaching the right kinds of people, you are wasting your time
and money.
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Facebook/Instagram Audience Segmentation
LocationAge rangeGenderDemographicsInterestBehaviors
Facebook Audience Insights: facebook.com/ads/audience-insights
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Acxiom PersonicX Clusters: isapps.acxiom.com/personicx/personicx.aspx
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FB Demographics
Education: Level, field of study, school, undergraduate years.
Generation: Baby Boomers, Generation X, Millennials.
Life events: New job, new relationship, engaged, newlywed.
Parents: New parents, toddlers, preschoolers, preteens, teenagers, adult children.
Work: employer, industry, job title, office type.Activity
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FB Interests
Business & Industry: advertising, banking, healthcare, small business, etc.
Entertainment: Games, movies, music, books, TV.
Fitness & Wellness: running, nutrition, yoga, Zumba.
Food & Drink: Beverages, cooking, cuisine, food, restaurants.
Hobbies & Activities: arts and music, DIY, pets, social issues, travel.
Technology: devices.Activity
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FB BehaviorCharitable donations*: animal welfare, cancer, children, health,
world.
Digital Activities: Browser used, email domain, business owner, tech early adopters.
Mobile device user: brand, smartphone owners, tablet owners.
Buyer profile**: coupon user, DIYer, foodies, green living, outdoors, high-end recreation (skiing, golfing, boating).
Seasonal profile: Olympic games, football, travel.*Epsilon - Model built from a combination of offline self-reported data and online survey panels.**U.S consumer data on where consumers shop, how they shop, what products and brands they purchase, the publications they read, and their demographic and psychographic attributes.
Activity7
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Effective SM campaigns work together
“The most effective social media campaigns build up a story over a period of time.”
For example: “Build up a culture of giving.”
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Effective SM campaigns work together
Awareness Engagement Connection
1- Organic Video: Importance of giving. 2- Promoted video views. 3- Post: Targeted donor story.
4- Organic Link: Student impact. 5- Boosted engagement. 6- Video: You can make a difference.
7- Post: How to give back. 8- Targeted engagement. 9- Post: Thank you.
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Linkedin.com/in/AlexGarridoTwitter.com/MrAlexGarrido