pay to play - delaware tech social media conference · overview. paid social media (paid social...
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Pay to Play:Paid Social Media Opportunities for Your Business
Keri Papili
Meet Keri
@KeriPapili
• Born + raised Delawarean
• University of Delaware alumna
• Communications, PR + Advertising
• Senior Community Coordinator at The
Archer Group
• Twitter: @KeriPapili
• Blog: KeriPapili.com
• Overview
• Paid Social 101
• Questions before you start
• Types of paid social
• Sponsored v. Boosted
• Create Thumb-Stopping Content
• Paid + Organic Relationship
• Next Steps
• Q+A
Agenda
@KeriPapili
Discussion
@KeriPapili
What/Who is your favorite brand/person to follow on social media?
Overview
Paid social media (paid social advertising) utilizes
budget and specific strategies to ensure content
is seen by the right audiences effectively and
efficiently.
@KeriPapili
Paid social media is HOW you break through the
noise in social media in a way that aligns with your
brand and business goals and objectives.
@KeriPapili
@KeriPapili
Paid social media is no longer optional; it’s necessary
to create a successful social media presence, no
matter how big or small your brand is.
So, exactly how important is paid social media for your brand?
@KeriPapili
So, exactly how important is paid social media for your brand?
Pretty important.
@KeriPapili
Organic reach is rapidly declining every year.
Source: Falcon.10
@KeriPapili
Source: Sprout Social
@KeriPapili
Social media advertising spend in the US is expected to reach $18.4 billion this year.
93% of marketers use Facebook advertising regularly, which translates
to about 3M businesses that use it.
Source: Falcon.IO
@KeriPapili
Social networks are the biggest source of inspiration for consumer purchases.
@KeriPapili
Social media is the most relevant advertising channel for Gen Z and millennials.
@KeriPapili
• Business pages and
accounts.
• Those who have
appropriate levels of
access to that Business
account (i.e., Advertiser,
Analyst, Admin)
Paid Social 101:Who can use paid social?
• Instagram/Instagram Stories
• Snapchat
@KeriPapili
Paid Social 101:Where can you use paid social?
@KeriPapili
6 Questions to Ask Yourself Before You Begin
@KeriPapili
1. What is my goal/objective?
@KeriPapili
1. What is my goal/objective?2. What is my budget?
@KeriPapili
1. What is my goal/objective?2. What is my budget?3. Who is my audience?
i.e., location, interests, demographics
@KeriPapili
1. What is my goal/objective?2. What is my budget?3. Who is my audience?
i.e., location, interests, demographics
4. What do I want them to do?
@KeriPapili
1. What is my goal/objective?2. What is my budget?3. Who is my audience?
i.e., location, interests, demographics
4. What do I want them to do?5. What do I have to work with?
@KeriPapili
1. What is my goal/objective?2. What is my budget?3. Who is my audience?
i.e., location, interests, demographics
4. What do I want them to do?5. What do I have to work with?6. How will I measure success?
Poll
@KeriPapili
Who has seen a social media ad and took action because of it?
(i.e., clicked a link, purchased a product.)
@KeriPapili
You won’t find success without…
A Call-to-Action (CTA) is the next step you want your
audience to take in the marketing process or experience.
• Image
• Video
• Carousel Ad
• Linkshare
• Story Ad
@KeriPapili
(A few) types of paid social content
@KeriPapili
Paid Social Types: Image
@KeriPapili
Paid Social Types: Video
Paid Social Types: Carousel Ad
@KeriPapili
Paid Social Types: Linkshare
Paid Social Types: Story Ad
• Lookalike Audiences
• Split tests
• Multi-placement ads
• Optimize for mobile
A few more paid opportunities….
@KeriPapili
@KeriPapili
• Newsfeed/Timeline only
• Ability to “pause” and “stop”
• More creative freedom
• Ex: Story Ad, Carousel Ad
Sponsored Boosted
• Profile first -> Organic
• Still lives after paid flight is over
• Consolidates effort
• Ex: Facebook album, video
Sponsored v. Boosted Content
@KeriPapili
Create Thumb-Stopping Content
• Understand your audience
• Think mobile first
• Get to the point…fast
• Try new ways to say
something
• Provide value
• Research the specs
• Stay current
@KeriPapili
Don’t forget about your organic strategy.
• Humanize your content
• Timeliness is critical
• Customer service is still
important
• Engage and personalize
• Create advocates for your
brand
Paid + Organic Relationship
Source: Sprout Social
@KeriPapili
Next steps
• Evaluate your current strategy.
• Identify purpose, budget,
audience, etc.
• Report. Adjust. Repeat.
• Check out competitors.
• Do your research.
• Test and learn.
@KeriPapili
@KeriPapili
• Start by asking 6 questions
• Include a CTA
• Decide on a creative format
• Create thumb-stopping content
• Remember your organic strategy
Summary
Questions?
@KeriPapili