Getting The Most of Your $$$ On Social...WHY DO MARKETERS USE SOCIAL? ... • Generate traffic to...
Transcript of Getting The Most of Your $$$ On Social...WHY DO MARKETERS USE SOCIAL? ... • Generate traffic to...
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Getting The Most of Your $$$ On Social
Andrea Garcia – CMO
April 28, 2017
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AGENDA • Social Media Practices
• Goals & Expectations
• Measurement and Opportunities
• Social Ad Platforms
• Questions
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A design studio formed on:
The love of bringing people together.
With the mission to:
Empower organizations to make an impact in a fast moving world.
www.mindmatterkc.com
Andrea Garcia
Chief Mind Officer
Drew Clausen
Chief Matter Officer
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SOCIAL MEDIA PRACTICES
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WHY DO YOU PRACTICE SOCIAL MEDIA? Social Media is always evolving. ROI is different for everyone. While your goals may be steady, your strategy SHOULD evolve as social does.
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WHY DO MARKETERS USE SOCIAL?
• Increase brand awareness
• Attract new customers
• Engage your customers
• Generate traffic to your website
• Advertise
• Promote an event
• Listen to your customers
• Improve search rankings
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NETWORKS BY USERS • Facebook – 1.8B
• Instagram – 600M
• Twitter – 317M
• Snapchat – 300M
• LinkedIn – 106M
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SOCIAL MEDIA USE BY ADULTS
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AVERAGE ORGANIC REACH BY CHANNEL
• Facebook – 2.27%
• Twitter – 3.61%
• Google+ - .09%
• LinkedIn – 20%
• Instagram – 20%
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MARKETERS USING SOCIAL MEDIA
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GOALS AND EXPECTATIONS
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GOAL TYPES AND MEASUREMENTS
• Awareness – Reach (impressions, organic vs. paid)
• Engagement – Likes/Reactions, Comments, Shares, Clicks, Click Through Rate (CTR), Views
• Sales – Pixels & Floodlights, Site Analytics, Offer codes
• Site Traffic – Clicks, CTR, Site Analytics
• Business Insights – Page Demographic Data, Advertising Campaign Insights, Online Mentions
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PLAN STRATEGICALLY, MEASURE WITH INTENTION.
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MEASUREMENT AND OPPORTUNITIES
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WHAT SHOULD I DO NEXT?
• Establish realistic goals
• Test your message
• Check in often to gauge performance
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I N S O C I A L R O I
WE FIRST DEFINE SUCCESS,
THEN WE MEASURE.
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THE AD PLATFORMS
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FACEBOOK • ads.facebook.com • Tips for success:
– You must have a Facebook (Business) page associated with the ad
– The more text in your image the less distribution and higher cost. Facebook breaks down text density into Ok, Low, Medium, and High
– Character limits – Cannot edit a post one it has been
promoted – Users can comment on ads.
Monitor your responses, have a plan.
• Target better by: – Including Interests, this increases
reach
– Behaviors – can decrease reach
– Don’t be afraid to be narrow, target YOUR customers
– Try to avoid the Facebook Audience Network option
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• ads.twitter.com
• Tips for success: – Cover the basics
– Select ONE audience type per campaign
– Experiment
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• Business.linkedin.com/
marketing-solutions
• Tips for success: – Is this a good fit?
– Decide HOW you want to advertise
– Crisp content
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SNAPCHAT
• Snapchat.com/ads
• Tips for success: – Decide if this is your right audience
– Does this support an event?
– Does this fit with your strategy?
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• Business.instagram.com/advertising
• Tips for success: – Understand which visuals are most
impractful to your audience
– Have a clear call to action
– Determine method
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FLIGHTS AND BURSTS
• Facebook – works over time if budget allows
• Twitter – best when grouped • Linkedin – will only continue if performing
well • Snapchat – can only purchase per day in
geo-fenced radius • Instagram – works over time if tailored well
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of content should be valuable and relevant to your audience
should be curated content from others
should be promotional
70-20-10 RULE
70 % 20% 10%
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• Determine your goals & objectives
• Build an understanding of the platforms
• Smart small with budget, then build
• Experiment with targeting • Explore creative changes
WHAT’S NEXT?
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QUESTIONS?