Social advertising ch-ch-changes:

What you need to know

(Part 1: Facebook, Twitter & LinkedIn)

Ian Mackie – Point It | ianm@pointit.com

Brooke Anglés – ADMOSIS Media | brooke@admosismedia.com

Logistics

• Webinar is being recorded

• A link will be emailed within 24 hours

• Feel free to ask questions during the

webinar via the chat option

Any unanswered questions will be responded to

following the webinar

Who is Point It?

• Founded in 2002

• Seattle-based digital marketing

agency

• $40 MM in managed media each

year

• Servicing clients across all verticals

and revenue models

Microsoft Store

Rhapsody

At&t

SCOTTEVEST

Docusign

sharebuilder

ADMOSIS

1: effortless absorption or diffusion of a brand message

resulting in a desire to patronize or buy.

ADMOSIS: noun \əd-ˈmō-səs

Brooke Anglés

Obsessed with targeting & creative,

Brooke leads a swat team of social

advertising experts.

#brandsbestfriend #1MMfans #srsly

Caitlin Angeloff

Caitlin is a master of strategic social

integration who likes to catch &

collect bottles full of lightening.

#digitalseamstress #GSD

ADMOSIS

ADMOSIS is changing the ways brands think about advertising

- Brooke Angles, Founder

Ads that don’t feel like ads are the future.

Frictionless, super-relevant & sharable brand assets are the equivalent of paddling out to ride the wave of conversation vs. trying to manufacture the wave yourself.

We’ve helped brands like these paddle out and ride the wave:

ADMOSIS

Why social advertising matters now

With more than 1 billion

users tapping into social

networks, marketers have

eagerly turned to social

advertising tactics in order

to reach their audiences as

the platforms go in to full

monetization mode.

ADMOSIS

Social ads more critical than ever1. Social ads are critical for reach &

depth.

2. Exploit unparalleled targeting

capabilities based on users affinities but

also past purchase behaviors and

cookies.

3. Better data – stop guessing who to

target and which creative to adopt

across your broader marketing

campaigns. Research and optimize in

relative real-time.

4. More cost efficient – only spend on the

stuff that’s working.

5. Mobile is built in.

Source: Forrester

ADMOSIS

Unprecedented mobile reach

Social advertising offers a simple

and effective way to reach your

audience on mobile.

Consider this, Facebook and

Twitter are already connected to

all our mobile activities.

Facebook has the number 1

mobile app in the world and

Twitter is the fastest growing.

65%of Likes happen in the newsfeed

45%of comments happen in the

newsfeedFAST FACT:

Facebook led display mobile advertising

with 18.6% of the market in revenue.* Source: eMarketer

ADMOSIS

2014 general trends & themes

Mobile before desktop

Bite-sized content

Smart integration reins supreme

Better retargeting tools

ADMOSIS

Funnel of links, likes & love

• Social Advertising

Awareness

• Content / Sponsored Content / Advertising

Education / Consideration

• Organic / Incentives /Ads / Content

Download / Usage / Purchase

• Amplify expression of sentiment & engagement

Preference

• Fuel Awareness / Establish credibility

Sharing

ADMOSIS

What’s up @ LinkedInSponsored Updates: The newest ad type on LinkedIn, similar to

Facebook Sponsored Stories, lets you publish relevant content straight

to the LinkedIn feed of any member of the site, not just your Company

Page followers.

This Ad Type Is Great For:

1) Increasing awareness

2) Driving quality leads

3) Deepening relationships with followers

ADMOSIS

LinkedIn case study: HubSpot

Goals:

1) Expand targeted reach among most

relevant audiences for each piece of

content

2) Promote top-performing offers in a

professional context

3) Strengthen lead generation program

& capture contact information

4) Gain instant feedback on which

content drove the most engagement

Results:

• Quality of leads is much higher than

other paid media platforms

• 400% more leads within their target

audience than lead generation efforts

on other platforms

• One of the largest paid lead

generators during the campaign

ADMOSIS

What’s up @Facebook

Ad products continue to become more consolidated and more targeted

1. Sponsored Stories will be replaced in April, but ads will still have social context

2. Domain & Graph Sponsored Stories will go away completely

3. Ad Image cropping function

4. Streamlined targeting & geographic exclusion targeting now available

5. Advanced demographics targeting (including job industry & function) and behaviors targeting available

Takeaways:

• Overall 94% targeting accuracy & 47% cost savings vs other publishers

• Newsfeed is preferred placement: 8X engagement for page posts in news feed

• 70% of campaigns driving offsite had 3x or greater ROI, 49% with 5x or greater ROI

ADMOSIS

Facebook’s new ad ecosystemChoose the ad unit that corresponds to your campaign objectives:

• Clicks to website

• Website Conversions

• Page Post Engagement

• App Installs

• In-store Offer claims

• Event Responses

ADMOSIS

LivingSocial case study

LivingSocial’s event experience team hired Admosis

Media to drive ticket sales to each of their events,

Sushi+Sumo, BeerFest & 5K Dance Party.

Key program components:

• Content strategy consultation

• Custom Facebook advertising creative

• Targeted & optimized Facebook ad serving

• Campaign measurement

Results:

18K new fans to the US Facebook population

70% increase in wall conversation regarding events

20% of traffic to Living Social deal page deliveredby social advertising

ADMOSIS

What’s up @TwitterAds API update includes Re-targeting

1. Tailored Audience: Cookies, Email and UID

2. Targeting Capabilities included Layered Targeting, Exclusion Targeting, Reach Expansion, Audience Updating and Audience-Level Reporting

3. Tailored Audiences can be run through an ads partner

Takeaways:

• Re-targeting and Tailored Audiences will help integrate advertising & marketing campaigns across platforms, & help smart advertisers target people with expressed interest in a product. With Tailored Audiences, you’ll be able to:

• Take loyalty marketing to the next level by turning high-spenders into followers, and talking to them daily

• Reactivate lapsed customers with great offers that bring them back in-store

• Run highly efficient new customer acquisition campaigns that exclude your current customers

• Precision targeting will provide a 100% match on the platform.

ADMOSIS

Sample web tailored audience ad

ADMOSIS

Sample CRM tailored audience ad

ADMOSIS

The Battle RoyalSocial vs. search vs. displayDon’t Assume Anything!

Considerations:

1. Goal of the campaign

2. Where is you’re audience currently

3. Budget

ADMOSIS

Social AND Search AND DisplaySocial:

• LinkedIn: highest CPCs but highest average conversion rate

• Facebook: inexpensive traffic, did convert but required more love

Search:

• Overall most cost-effective channel (big surprise!)

Display

• Wide reach, but too expensive and didn’t convert well in most cases

Reach Cost of Traffic Conversions

Search 3 2 2

LinkedIn 4 3 1

Facebook 2 1 4

Display 1 4 3

ADMOSIS

Things to keep in mind

Start with clear social advertising objectives

Promote your brand & your content. Don’t forget it’s a two-way dialogue

Take advantage of robust targeting

Integrate social ads with the rest of your advertising mix for greater success

Consider using a 3rd party ad serving tool for programmatic buying

ADMOSIS

And remember. Don’t feed the zombies.Quality content and smarter targeting are your great defense

ADMOSIS

Questions?

Thanks for joining us today!

Be sure to sign-up for Part 2 of this series,

where we’ll cover advertising changes for:

ADMOSIS

Connect with ADMOSIS

www.admosismedia.com

facebook.com/AdmosisMedia

Brooke Angles

brooke@admosismedia.com

425.533.4995

Caitlin Angeloff

caitlin@admosismedia.com

206.790.4773