social advertising 101

Agenda !  Intros

!  A look at the social landscape

!  Social media strategy

!  Social advertising o  Facebook

o  Instagram

!  Landing pages

!  Remarketing

Credentials ! Online marketing since 1994

! McCann Erikson, Publicis, Cove-Ito (Japan)

! Fortune 500 brands: Nestle, HP, Coca-Cola, Budweiser

! Founded bWEST – July 2009

! Co-founded Social Media Camp – 2010

! Founded SOHO Victoria – 2015

Lets Get Started…

1.  Who is doing social advertising? 2.  Anyone have a Facebook Business account? 3.  Using Power Editor or Ads Manager?

Social Glossary

!  CPC

!  CPM

!  CPA

!  CTR

!  CAC

!  CPL

!  CR (CRO)

!  CTA

!  GA

!  KPI

!  LTV

!  MoM (YoY)

!  PPC

!  ROI

!  RT

!  UVP

Where to Start?

Ask yourself these questions:

1.  Do we have a responsive website with GA installed?

2.  How are we measuring the success of our marketing?

3.  What metrics & benchmarks are most important to us?

4.  What are we doing now to reach prospects?

5.  What results do we need to achieve and by when?

6.  Are we on track for reaching those results? 7.  What resources do we have (internal / external)?

The Shifting Social Landscape

Source: HubSpot

sCommerce

StartupsFM

Global ecommerce sales top $1.2 trillion

Social commerce sales are forecasted to represent 5% of all online retail revenue in 2016

MediaBistro

$15 billion

sCommerce

StartupsFM

74% of consumers rely on social networks to guide purchase decisions

55% of consumers share purchases on social networks

sCommerce

Postcron

of marketers have successfully gained new customers via social networks 70%

sCommerce

Conversion rate of social referrers

Statista

sCommerce

MediaBistro Shopify

60% of social traffic to retail sites originates from Facebook

85% of all orders from social media come via

Social Advertising

Internet advertising will make up nearly 25% of the entire ad market

By 2016

Postcron

Mobile ad spending will rise to $95 billion

by 2018

eMarketer

Social Advertising

Marketers advertise on…

Socialbakers

92% 35% 24% 23%

500,000 Facebook pages use promoted posts to boost

their social success Accumulating 2.5 million

promoted posts on Facebook

Jeff Bullas

Facebook remains marketers’ favourite platform

Social Engagement

User interactions with brands’ posts as percentage of brands’ fans or followers

Forrester Research, Inc.

62% of Facebook’s profit comes from mobile ads

TechCrunch TechCrunch

81% of Twitter’s ad revenue comes from mobile

And let’s not forget about mobile…

The Revolution of Mobile

Canada & US smart phone penetration amounts to

50%

eMarketer


Digital Marketing Magazine

Mobile data traffic increased by

since 2013

+81% And will grow

10x by 2019

Ericson


Digital Marketing Magazine

With users spending

Per day on mobile devices

2h 42m

Mobile and social media go hand in hand

60% of social media time is spent on mobile

Business Insider


Social Video

Brainshark 74% of all internet traffic will be video by 2017

Video will continue to dominate the digital landscape

Social Video

Single Grain

Video is shared

1200% more times

than links and text combined

Social Video

YouTube is the

#2 search engine in the world

DigitalSherpa

Social Video

Social Video

More than 200 million users total

MediaBistro DMR

create over 1 billion Vine loops daily

Social Video

57% of Instagram users access the site every day

35% of users access the site multiple times a day

57%

35%

Pew Research

Social Video

Instagram videos are creating double the engagement

of Instagram photos

Inside Facebook

88% of brands on Instagram have shared at least one video

Totems

Social Media Strategy

Inbound Marketing

1. Planning – Objectives

2. Execution – Tactics and management

3. Measurement – Results

4. Optimize – Test, Track & Tweak…

Social Strategy

!  Increase website traffic

!  Generate awareness

!  Educate

!  Generate leads

!  Sell products / services

Objectives

1. Content

2. Engagement

3. Management

4. Measurement

Four Part Plan

−  Plan compelling, valuable content −  Copy, images, video −  Follow category, competitors, customers,

prospects −  Curated content

−  Create 5 blog “themes”

1. Content

Five Themes

1.  Solve customer problems

2.  Common mistakes

3.  Answer FAQs

4.  Curate good content

5.  Recipes

Base Camp

Outposts

1. Content

2. Engagement

3. Management

4. Measurement


−  Determine channels, based on audience (Blog, Facebook, Twitter, YouTube, Instagram, LinkedIn …)

−  Start slow, get comfortable −  Engage … be “social” −  Network build −  10:1 // Value Add:Marketing

2. Engagement

Post Regularly

! Daily: text updates, photos, video

! Use Facebook as your page (business)

! Monitor closely

! Respond to comments

! Don’t feed that trolls

What to tweet…

! A blog post

! Top 10 Lists

! “3 Mistakes People Make When…”

! Ask a question / get feedback

! Comment on a tweet

! Retweet something interesting / useful

1. Content

2. Engagement

3. Management

4. Measurement


3. Management (tools & systems) −  Identify resources −  Hootsuite −  Create a System −  Work it…

Social Media Management

1. Content

2. Engagement

3. Management

4. Measurement


4.  Measurement & Monitoring −  Google analytics −  Hootsuite −  Facebook, YouTube…

Measurement

Social Advertising

Social Advertising Checklist

1.  Define your goals

2.  Determine budget

3.  Understand media and ad types

4.  Craft copy (research, TTT)

5.  Create graphics / photography / Video (Canva.com)

6.  Determine target audience(s)

7.  Determine / create landing page(s)

8.  Create and launch campaign (split and A/B testing)

9.  Monitor and analyze (conversion tracking)

10. Test, track and tweak…

Define Goals

1.  Drive website traffic

2.  Sell products or services

3.  Generate email subscriptions

4.  Generate leads

5.  Get more exposure for posts and updates

6.  Generate page likes

7.  Promote an event

Budgeting

1.  What is your overall marketing budget (SMB average is 10-12% of sales) !  On avg SMBs spend about 50% of their marketing budget on digital

2.  What are your goals (sales, leads, awareness…)

3.  Who is your target audience

4.  How many do you need to reach

5.  How much competition is there 6.  What is your conversion rate

Audience Targeting

Ad Placements

Mobile News Feed

Desktop News Feed

Right Column

Instagram

Instagram – Carousel Ads

Website Tracking

Landing Pages

What is a Landing Page

A standalone web page distinct from your main website designed for a single focused objective.

Two types of landing page: 1.  Click Through 2.  Lead Generation

Click Through Landing Page

! Goal is to persuade visitors to click-thru to another page

! Typically used in ecommerce funnels

! Describes product enough to bring visitor closer to making a purchasing decision

Lead Generation Landing Page

! Used to capture user data (name and email address)

! Purpose of the page is to collect information that will allow you to market to and connect with the prospect

! Contains a form along with a description of what you’ll get in return for submitting your personal data.

Lead Generation Landing Page

There are many uses for lead gen landing pages:

! Ebook or whitepaper ! Webinar registration ! Consultation for professional services ! Discount coupon/voucher ! Contest entry ! Free trial ! Notification of a future product launch

Effective Landing Pages

1.  Unique Value Proposition – headline should include a UVP that explains what the buyer will get from you that they can’t get elsewhere.

2.  Hero shot – the image that conveys a sense of what owning a condo at the Escher would be like.

3.  Benefits – compelling content that demonstrates exactly what they will be getting.

4.  Social proof – the positive influence that is generated when people find out that “everybody’s doing it”.

5.  Call to Action – the LP has one goal. The CTA should trigger action.

6.  Limited navigation options to other sections of the site.

Unique Value Proposition

Hero Shot(s)

Benefits

Social Proof Call to Action

Unique Value Proposition

Hero Shot

Benefits

Social Proof

Call to Action

How Remarketing Works

How Remarketing Really Works

Resource Guide

1.  Google mobile site tester https://www.google.ca/webmasters/tools/mobile-friendly/

2.  Facebook Ad Guideline https://www.facebook.com/business/ads-guide

3.  Facebook ad text tester https://www.facebook.com/ads/tools/text_overlay

4.  Set-up FB Business account https://business.facebook.com

5.  FB for Business https://www.facebook.com/business/help/1375217276096623

6.  Google Display Ad Builder http://www.google.com/ads/displaynetwork/build-your-ads/display-ad-builder.html

7.  Stocksy for royalty free stock photos https://www.stocksy.com/

8.  Canva for creating ad images https://www.canva.com/

9.  PicMonkey for creating / editing photos http://www.picmonkey.com/

10.  Hootsuite https://hootsuite.com/