pr news content marketing bootcamp: paid marketing on facebook & twitter

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Paid media for PR pros: Facebook & Twitter Leslie Campisi Managing Director, US Hotwire Public Relations June 2013

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I presented this deck at the PR News Content Marketing Bootcamp event in New York City in June 2013. I was asked to steer my commentary specifically toward paid marketing opportunities on Facebook & Twitter. It's a bit hard to follow without my commentary running alongside it. So, any questions, just shout!

TRANSCRIPT

Page 1: PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter

Paid media for PR pros:Facebook & Twitter

Leslie CampisiManaging Director, USHotwire Public RelationsJune 2013

Page 2: PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
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Today’s Goal

No more thousand-yard stares.

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business.twitter.com“Ad Products”

$5,000+ monthly spend in US

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business.twitter.com“Ad Products”

Promoted Accounts

Promoted Tweets

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facebook.com/business/overview

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facebook.com/business/overview

Facebook Drops 'Sponsored Stories' As It Pares Down Ad

Formats

Social Network Has 27 Ad Products But Will Cut That

Number by More than Half in Next 6 Months

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Low(-ish) price of

entry

Self-serve

Analytics

First-party cred

“Un-mess-

upable”

Fail fast

Common Ground

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Promoted Accounts

(In my experience), much more common in a consumer context.

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Promoted Tweets

Appear in mid-stream, always clearly visible who promoted them and why you are being targeted.

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Promoted Tweets

Seasonal tie-in

As B2B as you can get!

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Ads

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Suggested Post

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Sponsored Story (Mobile)

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Further Reading…

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Why Paid Media for PR?

• A rising tide lifts all boats• Highly measurable• Low barrier to entry/low risk• The sign of a mature brand strategy• Great content deserves to be merchandised• Baby steps toward cross-functional PR/marketing/tech team• More than just social for social’s sake• Different strokes for different folks

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Why Paid Media for PR?• Expand your definition of PR• It’s all new – there are no experts• Quantitative skills will rub off into other areas• The beginning of an adventure. Where will it lead you?• Be the hero with a last-minute save• This will appear on the quiz• Next time, you will be up here presenting instead of me

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Homework!

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Crossover with mobile, location, native ads

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?

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Thank you

@lesliecampisi+1 646 738 [email protected]