Paid social playbook and platform 101 materials 4.7

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PAID SOCIAL PLAYBOOK & PLATFORM 101 MATERIALS April 2016

Transcript of Paid social playbook and platform 101 materials 4.7

PAID SOCIAL PLAYBOOK & PLATFORM 101 MATERIALS

April 2016

Purpose of Document

• This document has been created to support GM Global teams

and contains reference materials and guidelines for how to

use Paid Social media and how to plan Paid Social media

campaigns as part of your overall media mix

• It is important that social media strategies align with business

needs and work seamlessly with owned and earned media for

optimal performance in reaching your marketing objectives

• PPC, SEO and Organic teams should all work together to

form a holistic digital marketing strategy focused on driving

traffic, awareness and engagement

Document Agenda and Quick Links

• Introduction and iProspect approach to paid social marketing

• Paid, owned and earned

• Planning framework

• Paid social key takeaways

• Platform Overview

• Facebook

• Instagram

• Twitter

• Appendix & additional support materials

INTRODUCTION & iPROSPECT APPROACH to

PAID SOCIAL MARKETING

There is no one size fits all guide to the optimal balance of Paid Social support

vs. Organic Social presence

However, there are several best practices, guidelines & key considerations for

the recommendation of Paid Social Marketing support

Social is a Personal Discovery Engine

Brand

Brand

• People create their social media networks

to stay connected with people they love,

informed on things they care about,

and inspired to live their best life

• It’s a thoughtful, curated, and personal

network where content that is not

relevant or valuable is immediately

discarded

• Philosophy is to create meaningful, 1:1

connections between a brand and people

by leveraging user behaviors to add

tangible value to their network through

transforming a potentially intrusive

tactic into a meaningful experience

Paid Social Marketing – Paid, Owned & Earned

PAID

OWNED EARNED

Endorsements on

social media

by a third party

Organic social

media content

management

The boosting, amplification

or creation of dark posted

paid social content

*Full definitions can be found in the appendix here

Paid Social Marketing

is used to target highly qualified audiences

to amplify content or generate business

outcomes with accuracy and scale through

personalized content designed for

performance

Paid Social Now Requires Specialism

8+ platforms 110+ ad units Infinite targeting types

Paid Social Content Designed for Performance

Proper

segmentation

The right

placement & ad unit Relevant

Testing

Paid Social Media Tactics

Awareness/Lifestyle

In-Market

Focused Paid Social Support

Amplify Message

Insert Brand into Conversation

Real Time Response

Building Advocacy

Mo

bil

e D

om

inan

t

Pla

tfo

rm S

pe

cif

ic

Reach Distribute content tailored

to social platforms

Relevancy Build audience through

focused weight

Consistency Social media is the new

word-of-mouth

Strategic Paid Social Support

• Use targeting and

retargeting off the current

offers pages, including

event pages

• Support all nameplates

based on sales/inventory

• Optimize to shopping

outcome efficiencies

• Continue same support

strategy around Retail

events

• Support Conquest heavy-

ups

• Conquest priority models

with appropriate Retail

messaging

• Continue to optimize to

shopping outcomes

efficiencies

• Support all nameplates

within Retention, Segment

& Conquest based on

sales/inventory

• Use Retargeting to target

users who have previously

visited the website

• Layer interest targeting with

in-market audiences

• Continue to optimize to

research and shopping

outcome efficiencies

Always On Heavy Ups In-Market

Paid Social Approach

Social as part of communications

strategy

Social KPIs and alignment

Business and campaign objectives

Engagements, video

views, video

completions, clicks to

website, repins,

conversations, etc.

Awareness

Engagement

Favorability

Recall

Paid Social Approach – Targeting

Interests Life Events* Demographics Third Party Retargeting

*Facebook & Instagram Only

Paid Social Budget Considerations

Allocation

May vary by brand & objective

Balance of Social Amplification vs.

Campaign Support for optimal and desired

mix

Historical Performance

Review past paid social performance by

channel

This may affect the % of budget, by channel,

allocation

Creative Assets

Determine available creative assets

Review past performance of

creative For example: Photo

vs. Video

Reach

Confirm target audience

Reach may vary based on channel and

market

Social Media Channel

Facebook and Twitter perform differently

Recommended to conduct testing to

identify performance to determine ideal

channel

Please keep in mind Paid Social advertising units and targeting capabilities may vary globally. It is recommended to reach out to

your Facebook, Twitter or social media representatives for more information

Paid Social Promotion – Boost, Amplify &

Dark Post Tactics

Paid social boost Paid social amplification Paid social dark post

Organic Post

Organic Post

Dark Post

$

$

$

Cloned Post

Boosted organic content with paid

media funding, but does not

include media tracking – can be

utilized to expand organic reach

Cloned organic content with paid

media funding and media tracking –

can be utilized to expand organic

reach & support specific campaign

goals

Creating content that does not

currently exist organically but aligns

with business objectives – utilized to

support specific campaign goals or

unique messaging

Primary and Secondary Paid Social KPIs align

to Objectives

Objective Primary KPI Secondary KPI (Social Engagement)

Video Views Video Views Page Likes, Post Shares, Post Comments, Post Likes

Clicks to Website Link/Website Clicks Page Likes, Post Shares, Post Comments, Post Likes

Website Conversions Conversions Page Likes, Post Shares, Post Comments, Post Likes

Page Post Engagement See Secondary KPI Page Likes, Post Shares, Post Comments, Post Likes

Page Likes Likes Page Likes, Post Shares, Post Comments, Post Likes

Mobile App Installs Install Page Likes, Post Shares, Post Comments, Post Likes

Mobile App Engagement App Opens Page Likes, Post Shares, Post Comments, Post Likes

Offer Claims Offer Claim Page Likes, Post Shares, Post Comments, Post Likes

Event Responses Event RSVP Page Likes, Post Shares, Post Comments, Post Likes

Objective Primary KPI Secondary KPI (Social Engagement)

Video Views Video Views Follows, Retweets, @Reply, Favorites

Website Clicks Link/Website Clicks Follows, Retweets, @Reply, Favorites

Conversions Conversions Follows, Retweets, @Reply, Favorites

Tweet Engagements See Secondary KPI Follows, Retweets, @Reply, Favorites

Followers Follows Follows, Retweets, @Reply, Favorites

App Installs Install Follows, Retweets, @Reply, Favorites

App Engagements App Opens Follows, Retweets, @Reply, Favorites

Leads Email Submissions Follows, Retweets, @Reply, Favorites

Paid Social Marketing Planning

Business Objective

Assess Marketing Channels

Target Audience

Messaging, Creative &

Tone

Social Media

Destination & Ad Types

Owned Brand Social

Alignment

Reporting & Analytics

Learning & Next Steps

When starting your social media

paid initiative there are several key

factors that need to be taken into

consideration:

1. Determine Objective

2. Assess Marketing Channels

3. Target Audience

4. Messaging, Creative & Tone

5. Social Media Destination & Ad

Types

6. Owned Brand Social Alignment

7. Reporting & Analytics

8. Learning & Next Steps

Paid Social Planning Checklist

Paid Social Recommendation Checklist

Determine Objective

Does Paid Social align to the brand objective? Overall

brand/campaign goals need to be identified to determine if Paid

Social is a channel worth investing in

Asses Marketing Channels Can other forms of media meet the objective better?

Target Audience Can Paid Social reach the desired audience effectively?

Message, Creative & Tone Does the message align with the brand goals? Is the creative

and content appropriate for the channel?

Social Media Destination & Ad

Types

What social channel best aligns to business needs and

objectives?

Owned Brand Social Alignment Does Paid Social support align with the owned brand channels

and content requirements ?

Reporting & Analytics Are your paid social KPIs aligned and defined?

Learning & Next Steps What insights were you able to gain from the campaign? What

are your next steps and recommendation?

Paid Social Marketing Key Takeaways

Social can and should be used to meet specific business objectives – either

on its own and as an extension of other channels 1

2

3

Social has empowered the consumer by putting them at the center with

control- but also empowers advertisers by allowing us to target based on all

of the information we have about them.

Social has become a pay-to-play space and it is more about reach/frequency

and conversions than about engagement

PLATFORM INFORMATION

FACEBOOK

Introduction to Facebook

• Facebook is a social media network built around

connecting with people and brands you care

about

• Facebook has more than 1.4 billion active users,

with more than 900 million visits per day

• 700 million people visit on their phone or tablet

• When you run a Facebook paid ad you define

your audience targets which can be set based on

location, age, interests and more

Facebook Evolving from Engagement to Align with

Media Objectives

Evolution of Ad Products to Match User Behavior

2009 2015

Facebook

recommends

advertisers optimize

toward Fans and

engagements;

Buying moves to

self-serve and

biddable basis

Facebook updates

algorithm to favor

content with

engagements;

User behavior

shifts, indicating

that brand content is

not all created

equal.

Facebook and Nielsen

studies reveal

engagements are not

correlated with impact

or business

outcomes/objectives

Facebook

launched the

Awareness

Objective; Allows

advertisers to

optimize toward

dwell time (time

spent with an

ad/brand online)

Nielsen-verified Facebook research shows that time spent with an ad (“Dwell time”), rather

than engagements, is most correlated with positive business impact against brand metrics

Platform Basics: Facebook

Then: “Fans + Engagement

= Community of Advocates”

Now: “Reach All The People who

Matter to General Motors”

Device Desktop, Mobile, Tablet,

OS, Type

Demographics Age, Gender, Location,

Language, Martial

Status, HHI

Psychographics Interests, Beliefs,

Values

Behavior Custom Audiences

Purchases, Retargeting,

Moving

Features of a Facebook Ad - Mobile

Features of a Facebook Ad - Desktop

The Decline of Organic Reach and Value of

Fans

Fans Exposed to Organic Content

Unexposed

Exposed

Since Facebook updated their

algorithm toward engagements,

brands are only reaching on average,

2% of their fans with organic

content

Thus in most cases we would not

recommend Fans as a KPI or initiative

given the significant decrease in value

of driving fans.

Social Has Become “Pay to Play”

• Social used to start with strong owned

content, and it garnered earned media

(engagements, impressions) it would

then be amplified with paid

• With Facebook leading the charge in

updating its algorithm to “pay to play”

social now starts with paid, garners

earned and uses owned primarily for

listening and moderation purposes

Paid

Owned

Earned

Facebook Ad Placements

Right Hand Rail: Desktop Only News Feed: Desktop and Mobile

• Efficient Reach; Lower Response-Rates

• No Video

• FB Brand Page not required

• Better Real Estate; Higher CPMs*

• Higher response rates

• FB Brand Page required

Facebook Ad Examples

Facebook Native Video Post Ad

Facebook Photo Post Ad

Facebook Link Post Ad

Facebook Ad Guide – by Objective

Objective Overview

Clicks to Website Drive users to defined sections of your website

Website Conversions Optimize to drive users to take specific actions on your website

Page Post Engagement Engagements include likes in your post, comments, shares and photo views

Page Likes Connect users to your business by driving them to become a fan of your page

App Installs Drive users to install your brands mobile application

App Engagement Encourage users to engage with your mobile application

Local Awareness* Optimize to reach people near your business. *Only available in select countries

Event Responses Highlight your event on Facebook to gain more user response

Offer Claims Promote discounts or deals for people to claim at your business

Video Views Use a video in your ad to encourage users to watch your brand content

Lead Generation Optimize your ad to capture leads within Facebook’s native platforms

Creative examples & more information: https://www.facebook.com/business/ads-guide

Facebook Ad Units by Objective

Goal/KPI Primary Ad Unit Secondary Ad Unit(s) Notes

Reach/Awareness Video/Photo Ads Link Ads

Engagement Video Ads Photo Ads

Video Views Video Ads Generally, YouTube links within ad

copy do not drive high CTR

Website Clicks

and Website Actions Link/Carousel Ads

Leverage a CTA button within both

units

to increase CTR

Product-focused content

drives increased CTR, CVR, ROAS

Offline Conversions Offer Ads Photo Ads

Offer ads drive user to store with

enticing offer; if offer ad isn’t present,

run photo ads bidding towards reach

to maximize awareness of deal

Fan/User Acquisition Page Like Ads Lead Gen Ads Utilize creative assets that portray

positive brand association

*Does not include recently rolled out creative such as ‘Canvas’ ad unit

INSTAGRAM

Introduction to Instagram

• Instagram is a social media channel

built around sharing content with

brands and people you ‘follow’

• The Instagram audience is growing

daily, with more than 400 million

active accounts globally

• While integrated with Facebook,

Instagram is it’s own unique

platform with different goals,

creative and actions that users can

take on the platform

400M+

Monthly

Actives

75% out

of US

3.5B

Likes

Daily

Features of an Instagram Ad

Instagram Ad Specs

Facebook has been known to unexpectedly rollout new ad products and

features that cause the specs to change

The link below is a good resource to use to stay up-to-date on the latest ad

specs and offerings

https://www.facebook.com/business/ads-guide/

In the following slides you’ll find the most recent examples with specs for the ad

products that Instagram offers at this time. If you have any questions feel free

reach out to any member of our team

Facebook/Instagram Grid Overlay Tool

• Ads that have more than 20% of text in their image won't be approved to run on

Facebook or Instagram. For two reasons:

1. Too much text can look like spam and make people think that your ad is low quality

2. Facebook ads allow for multiple text fields (headline, body) that allow the advertiser to

clearly explain why you're advertising and what you want them to do

• To help advertisers measure how much text their image contains they’ve provided a Grid

Tool for advertisers to use

• Facebook Text Overlay Grid Tool

https://www.facebook.com/ads/tools/text_overlay

• Upload an image below to see how much text you're using. After you upload an image,

we recommend marking five boxes on the grid in order to determine whether your

creative is likely to be acceptable to show on Facebook or Instagram

Instagram Ad Units

Photo Video Carousel

Instagram Call-to-Action Options

Website Link

Book Now

Contact Us

Download

Learn More

Shop now

Sign Up

Watch More

Apply Now

Video Views

Watch More

Book Now

Contact Us

Download

Learn More

Shop Now

Sign Up

Apply Now

Mobile App Install

Use App

Open Link

Shop Now

Book Now

Play Game

Listen Now

Watch Video

Watch More

Download

Learn More

Sign Up

TWITTER

Introduction to Twitter

• Twitter is an online social networking and

microblogging service that enables users to

send and read “tweets” which are text

messages currently limited to 140 characters

• Twitter users connect in real time, which

allows Twitter to connect you toy our audience

with the most relevant brand and product

information

• These Tweets can influence conversations in a

way that can help build your business

Platform Basics: Twitter

Twitter is live, public and conversational

255 M+ active users | 1 billion tweets/1-2 days | 76% mobile

Device Desktop, Mobile, Tablet, OS,

Type

Demographics Gender, Location

Psychographics Interests, Beliefs, Values

(Interests & @handles,

keywords)

Behavior Retargeting, TVCT

+ + OR

Features of a Promoted Tweet

Twitter Ad Placements

• Start conversation, launch new

products, run major campaigns, or

target key dates to drive mass

awareness

• Appear in module on the left side of the

home page; positioned at the top of this

list for a 24-hour window and are

marked with a promoted icon

Promoted Tweets

• Gain wider distribution than organic

tweets

• Identified as promoted and only one

will appear in a user’s timeline at any

given time

• Can appear in Home Timelines, at the

top of relevant search results, Search

results for Promoted trends and on

desktop and mobile clients

• Can target to non-followers using

behavioral data

Promoted Trend Promoted Account

• Invites targeted Twitter users to

follow your brand

• Displayed in the “Who to Follow”

widget found on each Twitter sub-

page and on all mobile Twitter pages

• Can target using interest, geo, gender,

tailored audiences, TV targeting,

device targeting, keywords,

usernames/users like your followers,

language

*Does not include Twitter Moments - for more information please reach out to your Twitter Representatives

Twitter Ad Types Based on Objective

Drive to Content/

Website Drive Purchase Video Views Drive to Website Lead Generation

Twitter Ad Examples

Twitter Promoted Trends

Twitter Promoted

Accounts

Twitter Promoted Tweets

Twitter Native Video

Twitter Lead Gen Card

APPENDIX

Paid Social Global Contacts & Resources

• For more information regarding Paid Social best

practices, documents or support please contact:

– Ashley Shaffer | [email protected]

• The following documents are available for all

teams reference. Please reach out if you are

interested in any of the below materials – Organic Social Media Playbook

– Platform Specific Best Practices

– Paid Social KPIs

Paid Social Platform Resources

• Facebook Ads Guide

• https://www.facebook

.com/business/ads-

guide/?tab0=Mobile%

20News%20Feed

• Facebook Targeting

• https://www.facebook

.com/business/produ

cts/ads/ad-targeting/

• Business Manager Basics

• https://www.facebook

.com/business/learn/

how-business-

manager-works/

• Facebook Power Editor

• https://www.facebook

.com/business/learn/

how-power-editor-

works/

• Instagram Video Ads

• https://www.facebook

.com/business/ads-

guide/video-

views/instagram-

video-views/

• Instagram Link Ads

• https://www.facebook

.com/business/ads-

guide/clicks-to-

website/instagram-

links/?toggle0=Photo

• Instagram App Ads

• https://www.facebook

.com/business/ads-

guide/app-

installs/instagram-

mobile-

app/?toggle0=Photo

• Twitter Ads

• https://ads.twitter.c

om/login?ref=gl-pg-

btc-homepage

• Twitter for Business

• https://business.twit

ter.com/

• Twitter Basics

• https://business.twit

ter.com/basics

• Twitter Analytics

• https://business.twit

ter.com/analytics

• LinkedIn Business

• https://www.busine

ss.linkedin.com

• LinkedIn Ads

• http://partner.linked

in.com/ads/info/Ad

s_faqs_updated_e

n_US.html

• LinkedIn Best Practices

• http://partner.linked

in.com/ads/info/Ad

s_bestpractices_e

n_US.html

• LinkedIn Ads Playbook

• http://partner.linked

in.com/ads/playbo

ok/playbook.pdf

Instagram Link: Clicks to Website Image

Design Recommendations

Image ratio: 1:1

Image size: 1080 x 1080 pixels

Your image may not include more than

20% text.

Caption: Text only, 125 characters

recommended

Technical Requirements

Image ratio: 1.9:1 to 1:1

Minimum resolution:

600 x 315 pixels (1.9:1 landscape) / 600

x 600 pixels (square)

Caption: Text only, max 2,200 characters

Clicks to Website: Instagram Carousel

Design Recommendations

Image size: 1080 x 1080 pixels

Caption: Text only, 125 characters recommended

Technical Recommendations

Minimum number of images: 3

Maximum number of images: 5

Image ratio: 1:1

Minimum resolution: 600 x 600 pixels

Maximum resolution: 1936 x 1936 pixels

File type: .jpg or .png

Maximum size: 30MB per image

Your image may not include more than 20% text.

Caption: Text only, max 2,200 characters

Mobile App Install Image: Instagram

Design Recommendations

Image ratio: 1:1

Image size: 1080 x 1080 pixels

Your image may not include more

than 20% text.

Caption: Text only, 125 characters

recommended

Technical Requirements

Image ratio: 1.9:1 to 1:1

Minimum resolution: 600 x 315

pixels (1.9:1 landscape) / 600 x

600 pixels (square)

Caption: Text only, max 2,200

characters

Mobile App Install Video: Instagram

Design Guidelines

Text: 90 characters

Headline: 25 characters

Video: H.264 video compression, high profile preferred,

square pixels, fixed frame rate, progressive scan

Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no

edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV,

1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or

2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps +

preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass

encoding, as long as long as your file doesn't exceed 1

GB. Otherwise, 8 megabits per second for 1080p and 4

megabits per second for 720p.

Length: 45 minutes max

Video Views: Instagram

Design Recommendations

Aspect Ratio: 1:1

Video: H.264 video compression, high profile preferred, square

pixels, fixed frame rate, progressive scan

Format: .mp4 container ideally with leading mov atom, no edit lists

Audio: Stereo AAC audio compression, 128kbps + preferred

Caption: Text only, 125 characters recommended

Technical Requirements

Caption length text: Text only, max 2,200 characters

Video aspect ratio: 1.9:1 to 1:1

Length: 30 seconds max

Thumbnail image ratio: Should match the aspect ratio of your

video. Your thumbnail image may not include more than 20% text.

Minimum resolution: 600 x 315 pixels (1.9:1 landscape) / 600 x 600

pixels (square)

File Size: Up to 30MB max

Frames: 30fps max

Bitrate: No limit to bitrate file if you're using two pass encoding, as

long as long as your file doesn't exceed 1 GB. Otherwise, 8

megabits per second for 1080p and 4 megabits per second for

720p.

Tagging

Overview

Click tag: A piece of code/tracking mechanism (HTML) that sends the consumer from an ad to the destination page. Tracks all post-ad* activity from

users who actually click-through on the ad

View tag: Another code that tracks performance beyond last click. Tracks all post-ad* activity from

users who simply see the ad (i.e. based off impressions regardless of user interacts with ad)

Implementation

Click tag: Place a respective click tag where the destination URL would

typically go. Remember the click tag drives you to the destination page.

View tag: Place the view tag in the “view tag” field during campaign/post creation.

Benefits

We are able to report on unique visits to the site and de-dup data.

Whereas platforms can provide data on age, gender, & device performance

Less focus on Fans & Engagements

Research shows that engagements are not correlated with any business objectives – whether it be awareness, ad recall, favorability or intent to purchase.

Instead, engagements tell us more about the type of consumer we are targeting and whether they tend to be consumers, engagers, commentators or authors of content.

This paired with the decrease in organic reach to less than 2% of fans on average, leads us to recommend a shift in success metrics and thus campaign planning.

Paid Social Marketing – Paid, Owned & Earned