pr news content marketing bootcamp: paid marketing on facebook & twitter

Paid media for PR pros:Facebook & Twitter

Leslie CampisiManaging Director, USHotwire Public RelationsJune 2013

Today’s Goal

No more thousand-yard stares.

business.twitter.com“Ad Products”

$5,000+ monthly spend in US

business.twitter.com“Ad Products”

Promoted Accounts

Promoted Tweets

facebook.com/business/overview

facebook.com/business/overview

Facebook Drops 'Sponsored Stories' As It Pares Down Ad

Formats

Social Network Has 27 Ad Products But Will Cut That

Number by More than Half in Next 6 Months

Low(-ish) price of

entry

Self-serve

Analytics

First-party cred

“Un-mess-

upable”

Fail fast

Common Ground

Promoted Accounts

(In my experience), much more common in a consumer context.

Promoted Tweets

Appear in mid-stream, always clearly visible who promoted them and why you are being targeted.

Promoted Tweets

Seasonal tie-in

As B2B as you can get!

Ads

Suggested Post

Sponsored Story (Mobile)

Further Reading…

Why Paid Media for PR?

• A rising tide lifts all boats• Highly measurable• Low barrier to entry/low risk• The sign of a mature brand strategy• Great content deserves to be merchandised• Baby steps toward cross-functional PR/marketing/tech team• More than just social for social’s sake• Different strokes for different folks

Why Paid Media for PR?• Expand your definition of PR• It’s all new – there are no experts• Quantitative skills will rub off into other areas• The beginning of an adventure. Where will it lead you?• Be the hero with a last-minute save• This will appear on the quiz• Next time, you will be up here presenting instead of me

Homework!

Crossover with mobile, location, native ads

?

Thank you

@lesliecampisi+1 646 738 8961leslie.campisi@hotwirepr.com