Kelly Hogan's Presentation on Social Advertising
Transcript of Kelly Hogan's Presentation on Social Advertising
Social AdvertisingKelly Hogan (Be Found Online)
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ME• From Minnesota• Graduated from DePaul• Marketing Coordinator at
BFO• I like running (kind of),
music and movies.
A bit about
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BFO • Founded in 2009 by Dan Golden & Steve Krull
• Inc. 5000 Fastest Growing Companies
• Solutions-based agency
A bit about
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What are the major platforms for social advertising?
B2C
B2B
So let’s start with Facebook
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Why is it great?● By far has the greatest reach of any platform making it a leader for
businesses trying to gain awareness○ It boasts 1.19 billion worldwide users
○ 73% of the US adult population
○ The most evenly-distributed demographics of any platform● It has extremely specific targeting options
○ It has the general demographic targeting of age and location
○ But it can target everything from your kid’s ages to recent travel history
Facebook Campaigns
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● Clicks to Website: Get people to visit your website.
● Website Conversions: Promote specific conversion events for your website.
● Page Post Engagement: Promote your Page posts.
● Page Likes: Get Page likes to grow your audience and build your brand.
● App Installs: Get people to install your mobile or desktop app.
● App Engagement: Get people to use your desktop app.
● Offer Claims: Create offers for people to redeem in your store.
● Event Responses: Increase attendance at your event.
Placement of Facebook Ads
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Anatomy of Facebook Ads
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1 Social Information- When available, people will see if their friends have engaged with your business.2 Business Name- The name of your business always shows prominently.3 Text- Grab interest with more info about what you're advertising.4 Images and Videos- Compelling images and videos encourage your target audiences to engage.5 Headline & Link Description- Tell the viewer more about your site6 Call to Action (optional)- A customizable button encourages people to click.
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Facebook Targeting
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Location: Target people by where they live.
Age: Target people by how old they are.
Gender: Target people by their gender.
Interests & Categories: People who have
expressed an interest in or like pages related to
the interest
Behaviors: People who are engaging with [blank]
related content
Connections: Target people by Pages they like.
Custom Audiences: Target specific people by
email address or other identifying information.
Now let’s talk about Twitter
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Why is it great?● Twitter also has a large following. Although not quite as large as
Facebook, the people on Twitter use it more often than any other platform
○ 46% logging in on a daily basis
○ 18% of the US adult population● Its users have a higher tendency to Follow brands there than they do on
any other platform.○ Twitter-ers are there to listen and learn that only 60% are actually actively posting
○ They follow brands to take advantage of offers, contests and exclusive discounts
Twitter Campaigns
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Followers- Grow your community on Twitter.
Website Clicks or Conversions- Send people to
your site (to purchase, sign up, etc.).
Tweet Engagement- Reach more people and drive
conversation.
App Install or App Engagement- Get people to
install or engage with your mobile app.
Leads on Twitter- Collect emails from people who
express interest in your business.
Video Views- Increase awareness with video
content
Placement of Twitter Ads
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Anatomy of Twitter Ads
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1 Business Name- The name of your business & Twitter handle2 Tweet- Grab interest of the user in 120 character count3 Images and Videos- Compelling images and videos encourage your target audiences to engage.4 Headline- Tell the viewer more about your site in 70 characters5 Call to Action- A customizable button encourages people to click.
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Twitter Targeting
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Location: Target people by where they live. Gender: Target people by their gender.Device & Platform: Target people by what device they are on & their mobile carrierKeywords: Target searches or users who tweet with words you enter.Follower: Targeting @usernames allows you to reach users with interests similar to followers of any of those accounts. Interests: Targets people who are talking about any of the interests you enter Behaviors: These audiences from Twitter partners are based on actual online and offline behaviors and characteristics Tailored Audience: Add lists to retarget certain audiences
Time for LinkedIn
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Why is it great?● LinkedIn is the platform for professionals, and therefore it is great for
advertisements geared toward professionals○ 38% of internet users with an income of more than $75k are on the platform.
○ 27% of employed Americans are using the platform as well
○ 79% of LinkedIn users are aged 35 or older, making it the oldest platform in this list.● People are looking for content related to their business, so it makes it the
ideal platform for B2B marketers.
LinkedIn Campaigns
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Sponsored Content:● Attract new followers to your
Company or Showcase Page● Drives engagement with company-
specific content● Appears on mobile devices, tablet
and desktop
Text Ads:● Highly targeted, easy to create● Great for budget-conscious
campaigns● Appears on the top and in the right rail
of many LinkedIn.com pages
Placement of LinkedIn Ads
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Anatomy of LinkedIn Ads
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1 Business Name & Logo- The name of your business & logo2 Caption- Tell the user what you are promoting in an short & captive caption3 Images- Use colorful images but also make sure that it is a professional looking photo4 Headline- Generally the title of the page you are promoting5 Link Description- Tell the user what they will take away from clicking on the link
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LinkedIn Targeting
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Location: Target people in a specific area, as specific as towns they live inCompany: Target people by where they work, what industry they are in or the size of the organization they work for. Job Title: Job title and function allow you to reach people who would be interested in learning about your product.Education: Target people with a certain level of educationMember: Target people belonging to certain groups, or more generally, toward their demographic.
How do you get started?• Start with your objectives
– This will allow you to choose which platform and campaign type are going to be best for you
• Build your audience– Think about your typical customers or clients
• Choose your content– This is the fun part. Now that you know your audience, think
about what content will they be interested in.• Plan out a budget
– Daily budget– Lifetime budget– CPC or CRP (conversion ads or awareness ads)– How much is each click or impression worth to you? (this will
set your bid)• Test your ads
– Start with two and see which one performs better. • Keep notes on each campaign you run to get better each
time.
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Thank you! Questions?