boost digital content and online engagement through social ...business intel creative machine...
TRANSCRIPT
Boost digital content and online engagement
through social media ads
Ragan Brand Storytelling James Chong | Sept 19, 2019
Start with your why
“He who has a why can bear almost any how.”
- Friedrich Nietzsche
Source: quoteHD.com
Success requires a laser focus
Establish the one KPI that measures success - for each why
Design your strategy relentlessly around that one KPI
Don’t boil the ocean - focus on the 1 or 2 platforms that drive the biggest impact
Source: Canva.com
TOMS platform budget evolution
2016 2019
Strength in numbers
Data should drive decision making
Real-time reads on strategies to optimize
Clear the fog of subjective speculations and opinions
Source: Canva.com
ABT: Always be testing
Test, learn, and iterate quickly based on results
An always-on testing approach enables advertisers to continually identify efficiencies to scale
Testing new ad units, placements, and other features have first-mover advantages
Source: Facebook Split Tests
Test creative variations
Manual + Automation = Scale
Balance manual planning and automated machine learning to find scale:
Human planning:● The ‘Why’● Business intel● Creative
Machine learning:● Spend pacing● Audience targeting● Testing variations
Source: Techcrunch
Find your people
Go broad for cost efficiency
AND
Go specific for faster results at a higher cost
Source: Facebook Split Tests
Creative is as important as ever
Creative is where advertisers should be spending most of their time
Design specifically for social + mobile (no hand-me-downs) and endlessly iterate on creative to tease out insights
Winning creative elicits a response
Create thumb stopping creative
Branding and core message upfront
Make the product/service the hero - subtlety will be lost
Winning creative elicits a response
Create an emotional connection
Design for sound off
Create for how people consume
Source: Canva.com
Key takeaways
Takeaways:
● Figure out your why and what success looks like
● Test and learn to find the right mix of manual and automation
● Go broad AND narrow with targeting
● Stand out with stellar creative
● Rinse, repeat, and optimize into perpetuity
THANK YOU
Ragan Brand Storytelling James Chong | Sept 19, 2019