social media advertising - no more free lunch
TRANSCRIPT
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Social Media AdvertisingNo more free lunch
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Why is there social media advertising?
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● Social media platforms are no longer startups in a garage but large companies that invest heavily in people and ICT
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● They are publicly-listed companies, and need to show ROI to shareholders
● 2015 revenues: Facebook = $17.9bn, LinkedIn = $2.9bn, Twitter = $2.2bn
● Current market cap: Facebook is worth $318bn, LinkedIn $15bn and Twitter $12bn
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Why do we advertise on social media?
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Huge audienceSocial media is now mainstream, and companies have to consider advertising on this platform just as they would consider advertising on traditional media.
● FB has 1.59bn● Instagram has 400m● Twitter has 320m● LinkedIn has 100m
*Monthly average users
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Audience targeting● Social media platforms offer
advanced audience targeting● Not just geographic location or
basic demographics, but also interests
● LinkedIn offers a professional audience that can be segmented for ads
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Measurability● With analytics, advertisers are
able to get up-to-date information on the performance of ads, and costs
● Advertisers can track what users do after clicking on their links
● Twitter ads allows advertisers to see what works and what doesn’t, and make live changes
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Reachpocalypse
● Facebook has been steadily reducing organic reach since 2012; bigger pages are harder hit
● Some believe organic reach will eventually end - FB Zero
● As more businesses join social media, they don’t just need good content, but advertising to give them reach
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Advertising types
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What is the objective?
Growing followers
Various types of engagement
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Text ads
Sponsored posts
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Tweet engagements Video views
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Leads on Twitter Website clicks and conversions App installs and engagement
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Promoted posts Video views
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Website clicks and conversions
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Facebook lead ads
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What DUO has done
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Huawei Enterprise
Examples of promoted posts
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Huawei Enterprise
● Website clicks ad to drive people to sign up for the free webinar
● 96k reach, 1k clicks through to the registration website at under R2 CPC
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Huawei Enterprise
● Promoted tweets to drive webinar registrations
● No engagement buttons or Twitter cards at this stage
● More expensive at R15 CPC
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CloudGate● Website clicks
campaign to send people to the CloudGate Shopify page
● CPC of less than R2● Lack of integration
means that we could not track what happens to people after they leave Facebook
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Where to from here?
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More social media ads
● Increasing use of ad-blockers forces brands to turn to social media and native advertising
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Video advertising
● SA mobile video consumption increased by 42% in 2015 - IAB
● Video to account for 78% of SA’s internet traffic by 2019 - Cisco VNI
● Africa online video consumption to increase by 55% p/a till 2019 - Ericsson CEO
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Hyper-local ads
● Right place, right time
● Apps that use geo-location services
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CRM-linked advertising
● Integrate customer info from CRM databases with social media targeting to serve ads based not on online interests, but actual purchasing behaviour
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Less social media ads?
● Advertising overload; brain gets trained to ignore ads
● More tech to skip/block ads
● Subscription model