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

Creative

https://www.instagram.com/p/Bj5TbPXg1oZ

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!

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