Visit Philly Social Media Summit - Advertising
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Transcript of Visit Philly Social Media Summit - Advertising
December 2014
Social Media Advertising:
Ensure Your Message Meets The Audience
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that focuses on social media and creative digital communications.
We help organizations reach their target customer communities.
We work with businesses, non-profit organizations, institutions and government entities.
ChatterBlast Media is a digital voice agency
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“A brand is no longer what we tell
the consumer it is – it is what
consumers tell each other it is.”
- Scott Cook, Intuit Chairman & P&G Board Member
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Information consumption is changing…
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Ads should feel like a natural extension of your best content
Content & Advertising are Merging
“Pages that post promotional creative should expect their organic distribution to fall significantly over time.”
-Facebook Blog, Nov. '14
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Take a content-first approach to what you post & your advertising
Content & Advertising are Merging
“News Feed has controls for the number of ads… and for the quality of those ads (based on engagement, hiding ads, etc.)”
-Facebook Blog, Nov. '14
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Ads can't stand alone
•Address advertising needs within your content calendar
•Focus advertising around content that builds value
Content & Advertising are Merging
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Facebook determines posts to be overly promotional if they:
1.“…Solely push people to buy a product or install an app”
2.“…Push people to enter promotions and sweepstakes with no real context”
3.“...Reuse the exact same content from ads”
Content & Advertising are Merging
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Ads should support & amplify …• Unique
• Creative
• Exclusive
• Thought-Leadership
…areas within your planned content
Content: Boring Is As Bad As Overly-Promotional
‘What make MY audience want to see this in their feeds?’
“What value do you provide the reader before they click?”
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• Bad promoted posts are worse than bad organic posts
• You're paying to tell people how uncreative you are
Content: Boring Is As Bad As Overly-Promotional
‘What would make people want to share this?’
“How is it special?”
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• Ads should always drive
traffic or conversions
• Use your blog to make
more in depth “sales pitches”
• Bid for engagements only if a reader can enter etc. via comment/tweet
Advertising Should Serve A Purpose
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Bidding for conversions & clicks helps drive organic growth, if your content is quality.
Good content will naturally:
•Boost a reader’s page depth on your site
•Boost engagements when a user returns to Facebook after the click-through.
Advertising Should Serve A Purpose
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• Find your audience through getting granular
• Many niche placements > Targeting the broadest segments of your audience
Advertising Should Serve A Purpose
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Use ads as an opportunity for content experiments with focused audiences
Advertising Should Serve A Purpose
Within the same ad set target a variety of…
• Images
• Videos
• Calls to action
…to a variety of niche audience segments
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Track goals and conversions within Google Analytics
Advertising Should Serve A Purpose
• Tells you if audience targeting is working
• Tells you what networks are most effective
• Using UTM links for campaigns helps close the loop on effectiveness
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Facebook Power Editor
Ad Sets are your best friend
• Budgets & Targeting are set here
• Can easily duplicate whole sets & tweak single demographic items for A/B testing
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Facebook Power Editor
Experiment with different audiences
• Save a variety of specific versions within a demographic
– Ages– Locations– Children / No children
• Use a tracking pixel to target website visitors
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Facebook Power Editor
Experiment with different audiences
• Use those multiple versions of the same ad to niche audiences
• Cut the low performers mid-campaign
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Closing The Loop
• Use successful ads and audiences to determine ongoing content & campaigns
• Always provide value
• Give, give, give & give again; then you get.
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Questions?
Matthew Ray & Lou Perseghin
@ChatterBlast
@matropolis @LouPerseghin