boosting social ad results with audience segmentation: nowspeed and hitachi data systems

August 11–14, 2014

#CZLSF | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

How to Leverage Audience Segmentation Techniques to Improve Social Advertising

Sharon Crost, Hitachi Data Systems [email protected] David Reske, Nowspeed Marketing [email protected]

@davidreske @SharonHDS

August 11–14, 2014 | #CZLSF | @ClickZLive

Agenda •  Trends in Social Media Advertising

•  Integrating Social Media Advertising with Organic Social Media Marketing

•  Facebook Campaigns

•  LinkedIn Campaigns

•  Twitter Campaigns

•  Hitachi Data Systems Experience and Case Study

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Social Media Users

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Facebook YouTube Google + Twi8er LinkedIn Pinterest 3



Growth of Facebook Facebook gets 1 out of every 5 pageviews on the Internet.

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Integrated Digital Advertising Campaigns

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Google Search -‐ PPC

Google Display

Google RemarkeJng

Bing

Facebook

LinkedIn

Mobile



What is Social Media Advertising (SMM)?

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Social Media Advertising is a term that is used to describe a form of Online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site is that advertisers can take advantage of the users demographic information and target their ads appropriately. - Wikipedia



Organic Social Media Program •  Manage and

Update Platforms –  Facebook –  Twitter –  Youtube –  LinkedIn –  Pinterest

•  Create and Syndicate Content

•  Build Follower Base

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PlaMorms

Followers Content

•  Static Content •  Branded Content •  Industry Content



Business Value of Organic Social Media Brand, Impressions, Visits, Leads,

Nurture

Followers Content Posts Offer – Call to AcJon

Likes, Traffic and

Leads & Sales

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500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo



Business Value of Organic Social Media Brand, Impressions, Visits, Leads,

Nurture

Followers Content Posts

Offer – Call to AcJon

Likes, Traffic and Leads &

Sales

9

500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo



What can Social Media Ads do for you? 1.  Engagement 2.  Get more likes/

followers 3.  Get more leads 4.  Get new customers

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“93% of adults in the US are on Facebook

according to BlogHer.”



Who is using it?

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North American represents almost 50% of social media ad spending.



Digital Advertising Market Share

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Which social network is most popular?

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Facebook is currently the most popular social media site for advertising. Benefits: •  Largest Social Media Audience

(Over 1 Billion people on FB) •  Most affordable way of advertising

(Great Targeting) •  Most visited social media site

(655 Million Daily Active Users) •  Conversion Tracking



Target Customer

Marketing Segmentation Interests Business, Computer

Data Storage

Behaviors Technology

Early Adopters

Demographics US, UK, 22-‐55, English, Job

Title

Target Customer

Connec4ons Not Connected



Facebook Targeting



Facebook Advertising - Targeting •  According to eMarketer, the top three segmenting categories used by Facebook

marketers include age, used by 55% of Facebook advertisers, followed by country and interest.

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Facebook Advertising - Targeting •  Targeting based on interests give you powerful options •  Facebook knows exact interest because people give them that information. •  Target exact interests, related interests, or broad categories. •  Check audience numbers as you add interests, be sure audience is not too small

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330

628



Facebook Advertising Conversion Tracking

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•  You can choose between 6 conversion categories.

•  A conversion is an action that a person takes on your website such as checking out, registering, adding an item to the shopping cart, or viewing a particular page.

•  Virtually any page on your website can represent a conversion, and you can create and add the conversion tracking code on any page of your website.



Facebook Ads Promoting Offers

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Example of FB Ad promoting Likes

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Facebook Promoted Post

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87 organic views, 1,056 paid views



LinkedIn Advertising

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LinkedIn Advertising •  Geographic Targeting •  Target by Company

–  Select specific companies or target by category •  Target by Job

–  Select specific titles or target by job function/seniority

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LinkedIn Advertising •  Target by School •  Target by Skills

– Similar to Facebook Interest Targeting

– Suggests similar Skills •  Target by Group

– LinkedIn Groups are very popular

– Using specific groups can get you a targeted audience

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Examples of LinkedIn Ads

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Pros and Cons of LinkedIn Advertising

•  Pros – Target a professional audience – Accurate targeting by industry –  Leverage LinkedIn Groups – Target Decision Makers

•  Cons –  Smaller reach – Conversion tracking is not as robust as Google & FB

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Promoted Tweets & Accounts •  Promoted Tweets are regular Tweets with the added bonus that

they can reach more people who are interested in your business. –  Targeting: Location, Category, Users with the same interest as

followers

•  Promoted Accounts simply puts you in front of more people who are just like them – quick, easy way to grow your followers. –  Targeting: Interest, Geography, Gender

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Promoted Tweets: Targeting

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Promoted Tweets: Which tweets to promote?

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Promoted Tweets/Accounts: Budget & Bid

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You pay only for engagement. You’ll only be charged when people follow your Promoted Account or retweet, reply, favorite or click on your Promoted Tweets. You’ll never be charged for your organic activity on Twitter. There’s no monthly fee and you set your maximum daily budget.



Why Advertise on Social Media? •  Huge Audience: Billions of People •  Strong Momentum: Projections to double annual ad spending

from from $4.6 billion in 2012 to $9.2 billion by 2016. •  Advanced Ad Targeting: Targets consumers with interests that

match the virtues and values of their products. •  Multiple Engagement and Conversion Opportunities:

Generate engagement, likes and followers, as well as traffic, leads and sales.

•  Mobile: with the social consumer on-the-go for proven social ROI (70% of FB users are mobile)

•  Low Cost per Click and Cost per Conversion

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Hidden Danger •  Engagement is growing but

you don’t know that performance can be much, much better

•  Content creators are still broadcasting text oriented brand messages

•  Don’t know when you “spam”

•  Teams are still putting pressure on creating “viral” content



Key solutions 1.  Paid social ads to segmented audience

demographics to boost engagement rates 2.  Segmentation helps drive content providers

to tailor content to audience 3.  Image beauty is in the eye of the beholder 4.  Better relationship with audiences (spam

reduction) as they only see relevant content 5.  Going “micro-viral”



Can you guess when? Huge boost in budget adjusted engagement rates

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3/10/2014 4/10/2014 5/10/2014 6/10/2014 7/10/2014

Total Engagements per $100

Page Likes per $100



Two Sides of the Story Forced audience-targeted content removes “all about me”

syndrome



If you are Imageless you are Naked •  Images are worth the characters

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Impressions

Total Engagements



Seeing is the new Seeing Eliminate content from the un-crowd

96.00%

96.50%

97.00%

97.50%

98.00%

98.50%

99.00%

99.50%

100.00%

3/10/2014 4/10/2014 5/10/2014 6/10/2014 7/10/2014

Bounce Rate

Bounce Rate



Wait for it… Peak hits at 2-3 weeks

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Clicks per $100



Surprising Results •  Boosted engagement rates / ROI •  Content providers are now repurposing

content for audiences •  Brand credibility – only the in crowd sees

our content •  Real performance results. Greatness is

not lost in the mean •  Each ad is its own “viral” campaign



In Summary Everyone talks about rock these days; the problem is they forget about the roll. - Keith Richards



How to Leverage Audience Segmentation Techniques to Improve Social Advertising

Sharon Crost, Hitachi Data Systems [email protected] David Reske, Nowspeed Marketing [email protected]

boosting social ad results with audience segmentation: nowspeed and hitachi data systems

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