paying to play on social

@nicolekroese | #likeablelearning

PRESENTED BY Nicole Kroese Marketing Director

Likeable [email protected]

How to play the game,

and what it means for you


About Me

o Seattle native o NYU Grad o Formerly a professional dancer o Connect with me on Twitter/ @NicoleKroese and FB/LinkedIn o Email me [email protected]

mailto:[email protected]


First, The Scary News…

IS HERE


Facebook Reachageddon = The End Of Organic Reach

Until 2014, Facebook reach had been trending down towards 2-5%. Since January 1, 2015 thatnumber is effectively 0%.

Other networks like Twitter & Instagram are soon to follow.

If you aren't paying to run ads/boost posts, not even your fans are seeing your posts.


Now, the amazing news…

You’ve never been able to market smarter!

Marketers who know what they are doing on social can blow away the competition with strategic, forward thinking.

*high five for that!


• Advertising Trends

• Ads Terminology

• Deep Dive: Facebook, Twitter, and LinkedIn Ads

• Playing Smart

• How can Likeable Help?

• Questions?

We Will Cover


Ads Evolution= Survival Of The Fittest?

1830s: Newspaper1920s: Radio1950s: TV (starting at $9.00…what!?) 1990s: THE INTERNET 2000: Google Adwords & other search ads 2004: Facebook (with rudimentary ads)

NOW: (All of that +) Social ads on Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, Snapchat…

Advertising is quickly adopting to a changing consumer


8/10 SMBsare already using social to grow their business

Americans spend

more time on social media

(37 minutes daily)than any other internet activity,

even email

3/5 SMBssay they’ve already gained customers with social

Over $8.5 billion was spent on social media in 2014

And projected spend for 2018 is $14 billion

In 2014 social mobile ad spending

surpassed non mobile spending

70% of marketers will

increase spend on social in 2015


Ads Wizard Crash Course: Your Advertising Dictionary

• Reach: the unique # of users that have seen your post

• Potential Reach: approximate # of users your ad can potentially reach based on your

audience criteria

• Frequency: the # of times those unique users viewed your post

• Impressions: the # of times your post has been viewed

( Reach x Frequency = Impression )


Ads Wizard Crash Course: Your Advertising Dictionary

• CPM : cost/1000 impressions• Click-through rate (CTR): the % of clicks through to your associated

landing page• Conversion: a specified action on your website within 28 days of

interacting with an ad • Interest Targeting: Facebook's unique ability to track users interests

listed on their timeline, as well as interactions with groups, pages, and content

• Custom Audience: Ad targeting strategy that allows you to import a list of contacts (email addresses) that Facebook can match and specifically target

• Lookalike Audience: available only through Power Editor (a Facebook add on tool) where Facebook will create a similar audience (1% or 5%) based on the custom audience you provided.


Social Advertising Giants


So You Want To Advertise on Facebook?

You have many options, friends!


What’s Your FB Ads Objective?


Facebook Audiences

The people you want to reach

CAN be found on Facebook using

• Custom Audiences• Lookalike Audiences• Target Groups


Custom & Lookalike Audiences

So, I can target my customer or prospect list, people who go to my website, AND people who are similar to them?

YES!


Custom TargetingSpecify everything for gender, to income, to job title, to interests, to location!


Oh, the possibilities!

*You can target niche demographics on Facebook like nowhere else!


Ad Placement

!

• Mobile Newsfeed

• Desktop Newsfeed

• Right Side Column


What’s Your Goal On Twitter?


Twitter Ad Objectives


Twitter Audiences • Who they Follow• Followers• Interests• Keywords• Tailored Audiences (email lists,

website visitors)


LinkedIn Advertising

• LinkedIn Ads• Sponsored posts


Targeting On LinkedInLinkedIn Targeting is GREAT for B2B Businesses! (job title, function, industry, company name, and seniority included)


Don’t break up with Facebook (and soon others) because of “pay to play!”Instead, be the best at it’s own game…

…using these 3 tips!


1. Don’t Go In BlindDo an audit of your social presence & define goals. What you already know will be your best guidebook.

• Who is your current audience? • What’s your conversion goal? • What times are you most successful? • What type of content gets the best response?


2. Track & Report MeticulouslyInnate tracking tools and things like tracking

URLs can help you report seamlessly.

• Reach• Cost per conversion• CPM • Cost Per Click


3. Play The Variation Game

Optimize with these 4 variables:

• Creative• Copy• Audience• Destination


About Likeable Local


Offline Marketing Solution To Turn Customers Into Fans


Content Scheduled And Managed For You


Hypertargeted Advertising and TurboPost ™

Boost lead generating content


Referral Program and Mobile Social Hub


Schedule a free consultation & demo with my team.

www.likeabledemo.com or call 212-359-4347

[email protected]

P.S: Check out our Resource Center: www.likeablelocal.com/resource-center

To Learn More

http://www.likeabledemo.com/

mailto:[email protected]

http://www.likeablelocal.com/resource-center

paying to play on social

Social Media