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paid social for business 101: intro to social media advertising

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PAID SOCIAL 101

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Post on 29-Nov-2014

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Social Media has transformed the way we communicate with consumers. In the process social networks have amassed a large amount of data available to us as marketers. When used correctly this data opens the door to be smarter marketers. Customized messaging, retargeting, conversion tracking are all at our fingertips. Ditch the bullhorn and focus on presenting your message at the right time in front of the right person with Paid Social.

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  • 1. PAID SOCIAL 101
  • 2. EXAMPLE Furniture store with 22 locations in Chicago area and Indiana Use paid social to introduce new financing option 742,000 Emails Uploaded to Facebook 334,800 Emails Matched to Facebook Users Broadcast TV Paid Search (PPC & Display) Pre-Roll Video Retargeting Landing Page Create awareness Generate leads Drive store traffic Measure sales
  • 3. SIT DOWN WITH KEY PEOPLE TRADITIONAL BROADCAST RADIO DISPLAY GOOGLE ADWORDS
  • 4. Conversion Ad served Visits landing page Gives up email address Welcome email sent with coupon Not retargeted No Conversion Ad served Visits landing page No email given = no coupon Retargeted PLAN THE CUSTOMERS PATH Photo by Y. Duarte - Creative Commons Attribution License https://www.flickr.com/photos/25220129@N04 Created with Haiku Deck
  • 5. FIND A PLATFORM Photo by greyweed - Creative Commons Attribution License https://www.flickr.com/photos/21986855@N07 Created with Haiku Deck
  • 6. WHERE Photo by EricMagnuson - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/60262015@N00 Created with Haiku Deck
  • 7. LEADPAGES.NET Photo by EricMagnuson - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/60262015@N00 Created with Haiku Deck
  • 8. Created with Haiku Deck WOOBOX.COM
  • 9. SEGMENT AUDIENCE INTO GROUPS Photo by Y. Duarte - Creative Commons Attribution License https://www.flickr.com/photos/25220129@N04 Created with Haiku Deck
  • 10. MAKE USE OF IMAGES Photo by Y. Duarte - Creative Commons Attribution License https://www.flickr.com/photos/25220129@N04 Created with Haiku Deck
  • 11. CALL TO ACTION Photo by Y. Duarte - Creative Commons Attribution License https://www.flickr.com/photos/25220129@N04 Created with Haiku Deck
  • 12. EMAIL Photo by Stfan - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/49462908@N00 Created with Haiku Deck
  • 13. TAG URLS GOOGLE THIS: Google URL Builder me.com/?utm_source=facebook&utm_medium=newsfeed&utm_content=video MEASURE SUCCESS Photo by J.Byerly - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/50302483@N00 Created with Haiku Deck
  • 14. GOOGLE.COM/ANALYTICS
  • 15. ADS.FACEBOOK.COM AVOID CLIPART POWER EDITOR DARK POSTS (UNPUBLISHED) 20% TEXT RULE CUSTOM AUDIENCES LIMIT POST BOOSTING
  • 16. ADS.TWITTER.COM TWITTER HANDLE TARGET BY TELEVISION SHOW TARGET FOLLOWERS OF COMPETITORS DRIVE TRAFFIC OFF TWITTER HAVE A WAY TO RETARGET
  • 17. ADS.YOUTUBE.COM PRE-ROLL VIDEO KEEP IT SHORT MAKE IT INTERESTING ONLY PAY WHEN SOMEONE WATCHES GET $75 CREDIT WITH $25
  • 18. ADS.LINKEDIN.COM SPONSORED UPDATES PROFESSIONAL AUDIENCE B2B TARGETING JOB TITLE AND FUNCTION INDUSTRY AND COMPANY SIZE GROUPS IDENTIFY PEOPLE TO TARGET ON FB
  • 19. BUSINESS.FOURSQUARE.COM/ADS HYPERLOCAL SHOW UP FIRST CLAIM YOUR LISTING UNLOCK ANALYTICS REWARD CUSTOMERS UNIQUE AUDIENCE LESS EXPENSIVE THAN YELP
  • 20. ADS.PINTEREST.COM PROMOTED PINS USE HIGH QUALITY IMAGES SHORT DESCRIPTIONS PAY WHEN SOMEONE CLICKS REQUEST FOR ACCESS (BETA)
  • 21. INSTAGRAM.COM - NOT YET
  • 22. FACEBOOK.COM/ADS/MANAGE
  • 23. FACEBOOK.COM/ADS/MANAGE
  • 24. CUSTOM AUDIENCES
  • 25. RETARGETING
  • 26. WHAT SEGMENTING LOOKS LIKE Photo by Y. Duarte - Creative Commons Attribution License https://www.flickr.com/photos/25220129@N04 Created with Haiku Deck
  • 27. JUST A TAD MORE SEGMENTATION
  • 28. AD PLACEMENT
  • 29. Photo by lintmachine - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/7900943@N06 Created with Haiku Deck
  • 30. BILLY STRAWTER JR SOCIAL COOP MEDIA @BJSTRAWTER SocialCoopMedia.com Creative Commons Attribution Art Facebook image by mkhmarketing https://flic.kr/p/dUnPaB Twitter sand art by Rosaura Ochoa https://flic.kr/p/717UrA Pinterest cake by Roxanne Ready https://flic.kr/p/bLrcLr Foursquare by foursquare HQ https://flic.kr/p/9k1ntn Meeting by Simon Blakley https://flic.kr/p/5xYmfu Google Analytics by Gustavo Paes https://flic.kr/p/7wU4p9

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