pr news content marketing bootcamp: paid marketing on facebook & twitter
DESCRIPTION
I presented this deck at the PR News Content Marketing Bootcamp event in New York City in June 2013. I was asked to steer my commentary specifically toward paid marketing opportunities on Facebook & Twitter. It's a bit hard to follow without my commentary running alongside it. So, any questions, just shout!TRANSCRIPT
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 [email protected]