Social Media Advertising: Pacific New Media, June 2016
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Transcript of Social Media Advertising: Pacific New Media, June 2016
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SocialAdvertising
Taught by Gwen Woltz Co-founder, Wahine Media social media strategy, training & implementation for business
Slides: slideshare.net/wahinemedia
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Why social advertising?
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Social ads won’t solve your problems, they compliment your success.
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Remember the context! Don’t use social ads to market, use them to engage.
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Design for mobile first.
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FacebookAds
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FacebookAds
• Objectives • Target audience
• Location • Demographics • Traveling now • Interests/behaviors • Exclude/narrow
• Placement & budgeting • Format & media
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FacebookAds
• Power editor • Audience insights • Saving audiences
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InstagramAds
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InstagramAds
• Placed within Facebook ad platform • Cannot target IG followers • Use to sponsor content • No “follower” ads, but can use
sponsored content to encourage follows
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TwitterAds
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TwitterAds
• Objectives • Target audience
• Location, gender • Keywords, interests • Followers • Tailored/custom audiences
• Twitter cards • Budgeting & placement
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Scenario #1 Keep engagement and growth on profiles
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Keepengagementandgrowthonprofiles
• Example: Maui Kai Condos • Facebook
• Build fans throughout month* • Boost post 1x per week*
• Instagram • Sponsor posts 1x per week OR • Sponsor content to build fans*
• Twitter • Promote profile throughout month* • Promote tweets 2x per month*
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Scenario #2 Increase website traffic, track conversions
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Increasewebsitetraffic,trackconversions
• Example: YMCA Long Island • Website traffic ads • Facebook pixel installed • Highly targeted groups, narrowed by
each location • Customize images or text per location • Bid for clicks • Retarget website traffic last*
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Scenario #3 Increase participation in giveaway
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Increaseparticipationongiveaway
• Industry: hospitality • Entry form installed on website and
Facebook App • Facebook
• Ad 1: page like ads (Facebook no longer allows fan-gating)
• Land on entry form app* • Ad 2: boost post to fans, pin to top* • Ad 3: website traffic ad to entry form
• Twitter • Leads on Twitter (using Twitter card)* • Land on website
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Scenario #4 Get people to walk in your door
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Getpeopletowalkinyourdoor
• Industry: fitness • Fan like ads: build awareness
• Target people who like competitors who live in your area*
• Target people who live in area with “fitness” interests
• Boost post: keep top of mind • Local awareness targeted ad: convert*
• Make ads timely and “now” • Include “in your area” verbiage
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Resources
• Twitter Advertising • https://support.twitter.com/groups/58-advertising
• Twitter Contest Guidelines • https://support.twitter.com/articles/68877-guidelines-for-
contests-on-twitter • Facebook Advertising
• https://www.facebook.com/advertising • Latest Facebook Ad News
• https://www.facebook.com/business/news/?tag=ads • Aaron Zakowski Facebook Ad examples
• http://aaronzakowski.com/wp-content/uploads/2015/02/Facebook-Ads-Swipe-File.pdf
• Facebook link ad tips • https://www.facebook.com/business/a/online-sales/link-
ads-tips • Twitter Ads success stories
• https://business.twitter.com/success-stories
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Keepintouch!
Wahine Media web: wahinemedia.comblog: wahinemedia.com/wahineblogfacebook: facebook.com/wahinemediatwitter: @wahinemedia
Gwen Woltz @gjwahine
Download this slideshow:http://slideshare.net/wahinemedia