Ads, apps & analyticsJustin Kistner, Sr. Mgr. of Social

Presenter: @justinkistner Hashtag: #wtengage

The same old sales funnel

Media

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3 tribes of social media marketing

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3 tribes of social media marketing

Our focus

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Facebook campaigns 101

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Classic online marketing spend•Where is the money spent today?•Search/ads, email, & website command 83% of

budget

Acquisition

Subscription

Conversion

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Social media marketing spend

Acquisition

Subscription

Conversion

•Social media marketing is an evolution of classic online marketing. Based on the same equation.

Presenter: @justinkistner Hashtag: #wtengage

Social media marketing spend

Acquisition

Subscription

Conversion

•Social media marketing is an evolution of classic online marketing. Based on the same equation. Measuring the return on your

marketing spend still uses these metrics

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But, campaigns work a little differently

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Facebook is a destination site

http://blog.nielsen.com/nielsenwire/online_mobile/facebook-users-average-7-hrs-a-month-in-january-as-digital-universe-expands/

Presenter: @justinkistner Hashtag: #wtengage

Start by building a fan base

How•Contact your existing customers•Advertise

Presenter: @justinkistner Hashtag: #wtengage

Start by building a fan base

How•Contact your existing customers•Advertise

Ads Secret•Targeting likes is better than interests•Pictures are the secret to good ads

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Use ads to retarget your fans

How•Use like targeting to reach only your fans

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How•Use like targeting to reach only your fans

App Secret•Calls to action for engagement work better than conversion•Drive traffic inside Facebook

Use ads to retarget your fans

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How•Offer fans the ability to invite, like, or share

Fans share their engagement

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How•Offer fans the ability to invite, like, or share

Earned Media Secret•Users share to make statements about their identity

Fans share their engagement

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Earned media repeats the cycleHow•Activity is shared in the news feed•Average user has 130 friends

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Earned media repeats the cycleHow•Activity is shared in the news feed•Average user has 130 friends

Campaign Secret•More than 3 wall posts a week is consider too much•Content ages every 10-14 days

Presenter: @justinkistner Hashtag: #wtengage

Successful social media marketing

Be good at these

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Successful social media marketing

Ads•Targeting and optimization at scale

Presenter: @justinkistner Hashtag: #wtengage

Successful social media marketing

Ads•Targeting and optimization at scale

Apps•Fresh content and testing

Presenter: @justinkistner Hashtag: #wtengage

Successful social media marketing

Ads•Targeting and optimization at scale

Apps•Fresh content and testing

Earned media•Identity

Presenter: @justinkistner Hashtag: #wtengage

Successful social media marketing

Ads•Targeting and optimization at scale

Apps•Fresh content and testing

Earned media•Identity

Measure & Improve

Presenter: @justinkistner Hashtag: #wtengage

Example campaigns

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Contests

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Special offers

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Exclusive content

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Engagement

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Earn media

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Ecommerce

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B2B

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Takeaways•Method: Keep it in Facebook•Tools: Ads, apps, and analytics•Goals: Engagement & Earned Media

Presenter: @justinkistner Hashtag: #wtengage

Questions?