win with social advertising for twitter, linkedin and youtube
TRANSCRIPT
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Win with Social Advertising for Twitter, LinkedIn and YouTubeJUSTIN LEVY - @JUSTINLEVYDIRECTOR, SOCIAL MEDIA @CITRIX
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
Paid social amplifies great content like a boombox
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
Promoted FollowersWebsite clicks or conversionsTweet engagementsApp installsApp re-engagementsVideo viewsLead cardsPromoted Trends
Twitter Advertising Options
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@justinlevy #SocialFresh
Promoted FollowersExecution: • Targeted people who their
target audience may follow• Tailored audiences• Country-specific• Website tag
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@justinlevy #SocialFresh
Website clicks or conversionsExecution: • Website card• Remarketing pixel• Follower targeting
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@justinlevy #SocialFresh
Tweet engagementsExecution: • Promoted menu/specials• Follower targeting• Real-time monitoring• Real-time interaction
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@justinlevy #SocialFresh
App installs/re-engagementsExecution: • App Install Card• Text overlay• Tweet copy matches image• Follower targeting
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@justinlevy #SocialFresh
Video viewsExecution: • Multiple tweets/copy• Short video• Timely• New tweets daily
87k+ views 13.9k+ mins
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@justinlevy #SocialFresh
Lead generation cardExecution: • Name/Handle/Email• Interest and Username
Targeting• Tailored copy for each
audience• Direct CTA
55% reduced CPL
101% increased conversion rate
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@justinlevy #SocialFresh
#PromotedTrend
#BrandedEmojis
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
YouTube TrueViewLightbox Video Ad
YouTube Advertising Options
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@justinlevy #SocialFresh
Targeting Available:
• Demographic• Interests (General/Custom)• Remarketing• Placements• Topics• Keywords
TrueView Targeting Options
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@justinlevy #SocialFresh
2.6M impressions1.4M unique users876k views
130% lift in Brand Interest26% lift in Brand Ad Recall
Citrix “Helps You Say Yes” Results
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
Advertising options:
• Sponsored content• Sponsored InMail• Dynamic ads• Display ads• Text ads
LinkedIn Advertising Options
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@justinlevy #SocialFresh
Targeting Available:
• Location• Company Name• Industry• Company Size• Job Title/Function/Seniority• Skills & Endorsements• Schools/Degrees• Gender/Age (inferred)• Years of Experience
LinkedIn Sponsored Updates
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFreshSample
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@justinlevy #SocialFresh
Working with our Healthcare vertical team
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4.6k total link clicks targeted at healthcare audiences – including IT & Informatics roles within healthcare systems
LinkedIn campaign performance exceeded benchmarks by 2x
All performance metrics fall on higher end of baseline, indicating strong performance and proper matching of content to audience.
Recommend continuing all campaign tactics in Q3, expanding to remarketing via FB & Twitter, and adding “next step” actions for blog visitors
Executive Summary Run Time June 8-30
Impressions 2,555,346
Clicks 4,625
Engagements 10,765
Video Views 43,935Overall CTR(Baseline 0.1-0.4%)
0.32%
Avg. CPC(Baseline $2.50-$3.50)
$4.32
Avg. CPV $0.02
Avg. CPE $0.03
Eng. Rate(Baseline 0.5-1.5%)
7.74%
Q2 Healthcare Paid Campaign
@justinlevy #SocialFresh
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Top Performing Ads (per Campaign)
Twitter Engagement Campaign Twitter Video Campaign LinkedIn Sponsored UpdateTwitter Clicks Campaign
@justinlevy #SocialFresh
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@justinlevy #SocialFresh
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@justinlevy #SocialFresh
…to stalk me
• builtunstoppable.com• @justinlevy
…to stalk us
• citrix.com• @citrix