Getting The Most of Your $$$ On Social

Andrea Garcia – CMO

April 28, 2017

AGENDA •  Social Media Practices

•  Goals & Expectations

•  Measurement and Opportunities

•  Social Ad Platforms

•  Questions

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

SOCIAL MEDIA PRACTICES

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.

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

NETWORKS BY USERS •  Facebook – 1.8B

•  Instagram – 600M

•  Twitter – 317M

•  Snapchat – 300M

•  LinkedIn – 106M

SOCIAL MEDIA USE BY ADULTS

AVERAGE ORGANIC REACH BY CHANNEL

•  Facebook – 2.27%

•  Twitter – 3.61%

•  Google+ - .09%

•  LinkedIn – 20%

•  Instagram – 20%

MARKETERS USING SOCIAL MEDIA

GOALS AND EXPECTATIONS

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

PLAN STRATEGICALLY, MEASURE WITH INTENTION.

MEASUREMENT AND OPPORTUNITIES

WHAT SHOULD I DO NEXT?

•  Establish realistic goals

•  Test your message

•  Check in often to gauge performance

I N S O C I A L R O I

WE FIRST DEFINE SUCCESS,

THEN WE MEASURE.

THE AD PLATFORMS

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

TWITTER

•  ads.twitter.com

•  Tips for success: –  Cover the basics

–  Select ONE audience type per campaign

–  Experiment

LINKEDIN

•  Business.linkedin.com/

marketing-solutions

•  Tips for success: –  Is this a good fit?

–  Decide HOW you want to advertise

–  Crisp content

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?

Instagram

•  Business.instagram.com/advertising

•  Tips for success: –  Understand which visuals are most

impractful to your audience

–  Have a clear call to action

–  Determine method

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

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%

•  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?

QUESTIONS?