ADVERTISING ON SOCIAL NETWORKS

Social Media Club BransonJames Little, Oct. 17, 2013

SOCIAL ADVERTISING OPTIONS Facebook

Page Likes Promoted Posts PPC Display Ads (linking out of FB) Retargeting Ads (third-party FBX vendor)

Twitter Promoted Tweets Promoted Accounts Promoted Trends

LinkedIn Display Ads Sponsored Updates

Pinterest ads coming soon

GOALS OF FACEBOOK CAMPAIGNS

Goals of Facebook Page Liking Campaigns

Acquire new page fans Reach friends of existing fans Fit a geographic, demographic or interest

profile

Goals of Facebook Promoted Posts Give your best content better reach Increase interaction rates Acquire new page fans (secondary benefit) Promotion period is now 24 hours

FACEBOOK:WHAT'S THE MINIMUM I CAN SPEND?

Page promotion: $2-$3/day

Post promotion: $5 and up/post(varies based on page fans)

FACEBOOK:AD RULES Artwork and text must be relevant to the

page Nothing political, controversial or

suggestive Proper grammar (no TXT-speak) Can't disclose that you're targeting

specific groups/gender/etc. Images can't contain more than 20%

text Facebook staff reviews every ad

TYPES OF ADS BANNED OR WITH SPECIAL RESTRICTIONS:

Adult Products (banned) Alcohol (local laws apply) Dating Drugs and Tobacco Family Planning/Contraception Gambling and Lotteries Multilevel Marketing (banned) Pharmaceuticals and Supplements Software Subscription Services Weapons and Explosives Unacceptable Business Models (Catch-all)

FACEBOOK ADS – ONGOING OPTIMIZATION MATTERS Need to review and tweak your ads at

least weekly The longer an ad runs, the less efficient

it is

TWITTER Pay-per-interaction model You are charged when people follow

your account, retweet, reply, favorite or click on one of your promotions

Organic activity is not limited or charged Promoted tweets are

sent first as regular tweets to followers, then as a promoted tweet

ANOTHER BENEFIT WE DISCOVERED

Enter a credit card – even if you don't buy ads – you get Twitter Analytics

BENEFIT OF PROMOTED TWEETS

Increase interaction with your existing followers

Reach new followers based on keywords, interest, geography and device

Display at the top of relevant search results

Your followers will likely see the tweet twice, once as organic and then again as promoted

BENEFIT OF PROMOTED ACCOUNTS

Attract new followers based on targeting you select

Geographic Interest Gender

WHAT'S THE MINIMUM I CAN SPEND ON TWITTER? Sponsored account: $2-3 per day

Sponsored tweets: $2-3 per day

Sponsored trends: $200,000 per day (really)

LINKEDIN ADVERTISING Ads

Text-only ads Image ads Video ads

Sponsored Updates Minimum spend is $10 per day

($300/month)

IN A #NUTSHELL For ongoing Facebook or Twitter account

promotion: Budget at least $60-$90 per month

For spot promotion of Posts or Tweets:Budget at least $5-$10 each ** Cost varies greatly depending on size of fan base

LinkedIn: Budget at least $300 per month