Post on 25-May-2020
Paid Social Media: Increase
Engagement, Likes and
Sales!November 14th, 2018
Carrie Pinkley, Moroch
Lindsay Weeks, Moroch
Bruno Baldacci, Wet n Wild
let’s get social@cpinkley /cpinkley /carriepinkley
Agenda:
• What kinds of ads can you run on different platforms• Facebook, Snapchat, Instagram & Twitter
• How does great creative play into engagement and how does that benefit you?• Simple ways you can create content on a budget
• Planning Social into your overall marketing plan• Scaling paid social into your plans
Social Placements
• Audience Network• Instant Articles• In-Stream Video
• Discover• User Stories• Targeted
Audience Filters• Geofilters
• Instagram Stories • IGTV
Newsfeed NewsfeedSnap Ads
• Pre-Roll• User timelines• Search Results
(sponsored hashtag/topic)
In-Feed
Objectives by Marketing Plan
REACH
Get in front of as many users as possible at a controlled frequency
and lowest costEVENT RESPONSE
Promote your event to defined target audience
which reminds users who responded each
time they log in to the platform
CONVERSION
Optimize to your bottom line: ticket
sales, foot traffic, retail purchases, phone calls,
etc.
Confidential and/or Proprietary - Do Not Redistribute
EVENT RESPONSE
BUSINESS GOAL:Boost awareness of Six Flag’s Flash Sale by teasing sale dates & details to increase overall YOY Season Pass sales
SOLUTION:Utilize Facebook’s Event Response Ads to communicate dates of sale and serve as a reminder to those who responded to the event.
Confidential and/or Proprietary - Do Not Redistribute
EVENT RESPONSE
During the 3 day flight, we recorded
24,679 event responses
Social Ad Units by Platform
Newsfeed Newsfeed
Ad Type Objectives Best Used to… Platforms Placements
Video ALLPromote Brand Awareness – tell a story about your brand / product
• Feeds, In-Stream, Stories, Discover, Snap Ads
Carousel ALL butMessenger, Engagement, VV
Awareness / Multi-Message• Feed = 10 images• Stories = 3 images max
Static Image ALL butVideo Views
*Anything & Everything* • Feeds, Stories, Snap Ads
CollectionTraffic, Conversions,
Catalog Sales, Store VisitsDrive Retail Conversions (best used with product catalog)
• Feeds Only
Instant Experience
ALL butLead Gen, Messenger, VV
Instant, full-screen load that can combine all of above formats
• Mobile Newsfeed
Filter Overlay n/a Awareness (word of mouth) • On Demand Geofilters
FB Link Ads
Newsfeed
• Creative Formats
• Image Ads
• Facebook’s “most versatile” ad placement that is easiest
for the user to digest
• Video Ads
• Placement that has the ability to grab attention with
visually advanced content
• Carousel Ads
• Showcases up to 10 images or videos within a single ad,
each with its own link
• Collection Ads
• Format that makes it easier for people to discover, browse
and purchase products and service from their mobile
device in an immersive way
Image Ad
Carousel Ad
Video Ad Collection Ad
Newsfeed Newsfeed
Storytelling comes to life
• Canvas combines videos, images and can include call-to-action buttons.
• Canvas is perfect to highlight key Internet features, as well as gain creative insight in user experience
Users can swipe through images, tilt to view panoramic images and zoom in to view images in detail
FB Canvas AdsInstant Experiences
Confidential and/or Proprietary - Do Not Redistribute
CTA Button visible throughout Canvas
With various functionalities in a single ad…
Interactive Tilt Video Carousel
FB Canvas Ads
Newsfeed Newsfeed
Immersive Storytelling
• Video• Full screen vertical ads that appear between Instagram user
stories• Photo
• Stories are visible for 5 seconds or until the user swipes out of the story
Story Ad Example
*Run :15 full screen ads in between user’s Instagram stories to build awareness while telling an immersive brand story
Instagram Stories
Newsfeed Newsfeed
Story Ad Example
*Run :15 full screen ads in between user’s Instagram stories to build awareness while telling an immersive brand story
• Full Screen• 100% Viewable• Audio by Default
• Increase engagement• Send users to an augmented
reality experience
• Drive views to Video • Drive Installs for app• Install app without
leaving Snapchat
• Drive traffic topre-loaded website
Sponsored LensSnap Ad
Snapchat
creative
Creative
Newsfeed
CREATIVEdrives engagement
ENGAGEMENTgenerates News Feed Stories
NEWS FEED STORIESsupplements and expands reach
Your Friend commented on this.
Creative• Tell a strong story. Always be entertaining. • Be concise. Don’t use 4 lines when two will work.• Copy and creative to should work hand-in-hand.• All social platforms favor videos because that’s
what audiences prefer.• Boomerangs are a great way to make quick video
content.
Boomerang• Boomerangs are a great way to make quick video
content with your mobile device.
Shot on
mobileSnapchat <10 sec video & swipe up to long form ride POV
Video Creation Kit
Creative
https://www.instagram.com/p/BD9CNpqwhN4/?taken-by=tacobell
planning
How much budget?
Reach x Frequency% of pop # of times
= Impressions# of views of your message
Scaling Social Budgets
Scaling Social Budgets
Resources
For BusinessInstagramFacebookPinterestEtc.
Newsfeed Newsfeed
ResourcesFacebook Creative Hub John Loomer Blog
Adobe Spark Post*Transform photos with design and animation templatesDownload: iOS
PicLabAdd text, borders, and overlaysDownload: iOS / Android
Plotagraph*Create moving pictures (cinemagraphs)Download: iOS
RiplLayer animated templates on top of photosDownload: iOS / Android
VideoshopCombine photos and videos, experiment with stop-motion, resize and edit videosDownload: iOS / Android
QuikApply video templates, text overlays, and musicDownload: iOS / Android
Instagram StoriesAdd text, drawings, and stickers to videosDownload: iOS / Android
BoomerangCreate short looping videosDownload: iOS / Android
LegendAdd animated text to a photo or videoDownload: iOS / Android
Let’s See What You Learned!
Go to: kahoot.itType In: 3566305
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