Social media Business Partner advertising kit

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© 2012 IBM Corporation

Social Media Business Partner Advertising Kit

Business Partner Marketing © 2012 IBM Corporation 2

Social Media Advertising - Agenda

• Introduction

• Keyword Research

• Facebook

• Twitter

• LinkedIn

• YouTube

• Sample ad copy and graphics

• Resources


Social Media advertising - Introduction

· Social media web sites provide unique marketing opportunities to target potential customers based on their demographics and what they are:

Talking about,

Searching on,

Interested in.

· This primer provides an overview about the advertising opportunities on major social media web sites.

Common to all Social Media Web sites is the need for effective keyword research and targeting to make sure your ad reaches the right audience.


Step 1: Keyword Research

Optimizing your social media advertising starts with keyword research.

There are many free and paid tools you can use for research; we‟ll focus here on

a few free tools from Google but there are a variety of options.

The first step is to make a list of

possible search terms and compare

them against each other. This is

called a seed list.

Think about using layman‟s terms,

rather than corporate terminology,

when you make your list.

Utilize the Google drop-down menu

to help identify related search terms

add to your list.

Create a Seed List



Once you have your list, compare your keywords with Google Adwords, which can

help you understand how many people are using a particular search term and the

relative number of sites that are optimized for the same term.

Optimally, you‟ll want to choose a phrase with Low to Medium Competition and a

high number of global or local monthly searches (depending on the geographies

you serve).

Note: Google

Adwords is only as

good as the words

you give it!

Compare Keywords

https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS



Take your top choice and compare with Google Insights.

Google Insights shows you how words are trending, and can provide insight into

external factors affecting demand, such as season effects and advertising/PR.

Ultimately, you‟ll want to select a keyword that is trending positive (steady or

increasing demand, focused on the right geos, etc.)

Finalize Your Keywords

Tips for Keyword Selection

• It is probably not a good idea to try to

optimize for the same exact words as IBM

– you many not be able to compete.

• If you do want to use a similar keyword, try

optimizing locally, for example, if you‟re

located in London “business analytics and

optimization London”, rather than just “

business analytics and optimization”. This

will help you target a slightly different

audience.

• Make sure you don‟t have multiple pages

on your own site competing for the same

keyword. This is counterproductive!

http://www.google.com/insights/search/


Major Social Media sites

· Web sites that facilitate social interaction

• Social media sites are online services, platforms, or web sites that focuses on facilitating the building of social networks or social relations among people who, for example, share interests, activities, backgrounds, or real-life connections

• Companies with major scale (especially Facebook) are creating new opportunities for advertisers.

• Advertisers should explore and experiment with social media advertising because that‟s where customers share their experiences, spread word-of-mouth, recommend or review products and services.


Social Media Advertising Audience (Feb 2012)

• Facebook: 900 million+ members.

• Twitter: approaching 500 million users.

• LinkedIn: over 150 million members.

• YouTube: 4 billion videos. 490 million+ registered

users

Align your social media advertising to the right

audience - quality not quantity. Not all social media

users will be interested in your product!

For more information, refer to Choosing a Social Media Platform.

http://public.dhe.ibm.com/partnerworld/pub/swg/choosing_which_social_media_platform_is_right_for_your_business.pdf


Facebook Advertising

Use Cases

·Awareness & Acquisition: get customers

• Deliver messaging about your company to connect with target audiences.

·Engagement & Community Building: build fans

• Cultivate fans to interact with, drive loyalty, and “like” you.

·Direct Response: performance advertising

• Invest in targeted media in order to drive a specific conversion.

For a more general overview of Facebook marketing, refer to Facebook Basics.

https://public.dhe.ibm.com/partnerworld/pub/swg/facebook_basics.pdf



· Facebook Ads are not contextually based on page content. They are targeted to the user’s profile data.

· Define your user profiles in business terms, rather than starting with targeting options

• “45-55 yr. old males with an interest in technology living in Sydney, Australia”

• “30-45 yr. old women with advanced degrees living in Paris, France”

• And so on…

· Once you’ve defined your profiles, use the social network’s targeting options to best match them.



You can target any element of a user’s profile:

Geographic Location

Gender/Sex

Language

Cultural Interest/Hobby/Fan Status

Education Level

Relationship/Marital Status

Workplace/Employer

Sexual Orientation

College/Alma Mater

College Major

Birthday


Facebook Ads: Ad Creative

· Destination URL

· Title (25 chars)

· Body text (125 chars)

· Image (recommended)

Best Practices

• Best practices for other online advertising venues apply.

• Always include an image (max size is 110x80 pixels).

• Customize your message to your target audience.

• Keep it conversational (in line with the tone of Facebook) and don’t be too corporate.


Facebook Ads: Next Steps

Ready to advertise on Facebook?

· Try the Ad tool on Facebook – experiment by choosing different elements of a user’s profile so you can see the size of the potential audience your ad could reach. The tighter the focus, the better the results – see below.

· Ad creative – your Facebook ad will run based on your user profile targeting. You might want to create 2 ads to test for a specific time period to see which ad creative is more effective in attracting click-throughs.

11/19/2012 13

This ad showed up because I am an

IBM employee. So ad must target

“IBM” as an employer.

This ad showed up because I have „food, dining,

restaurants‟ in my likes. But I don‟t drink (no wine

in my likes), so target too broad.

This ad showed up because I used to live in CA. So ad

must target California in the user profile. But I no longer

live in CA, so target should have been “current location”


Twitter advertising

Promoted tweets •In beta – your tweets appear when users search on targeted keyword

•Context based on searches, hashtags as well as mobile OS

•Cost-efficient for smaller budgets to spread awareness. Use this to

encourage followers to retweet.

For a more general introduction to Twitter marketing, refer to Twitter Basics.

https://public.dhe.ibm.com/partnerworld/pub/swg/twitter_basics.pdf


Twitter advertising

Promoted accounts •Available to all advertisers

•Featured in search results and within the Who To Follow section.

•Geo-targeted


Twitter advertising

Promoted trends •In beta

•Create a conversation topic based on searches and hashtags


Twitter advertising – next steps

•SEO type research on hashtags and keywords so you can tighten the

target audience as accurately as possible.

•Example: Keyword “Cloud” is too broad. “Cloud Computing” is narrower.

“Cloud Computing Software”

•Define campaign and message to be relevant to keyword searches.


Twitter: A short message service (SMS) that serves as a micro-blogging tool for all users,

free of charge.

Tweet: A short message (140 characters) shared with your followers which anyone can see.

May include links to other sites, photos or Twitter users.

Reply: In order to reply to another user‟s Tweet, you must include the “@” sign before their

username (no spaces), such as @IBMSocialBiz. This will then appear in their Twitter stream.

ReTweet : (RT) Forwarding another user‟s Tweet so that your own followers can see it; a form

of recommendation to your followers.

Direct message : (DM) A private Twitter message that only the recipient can read. A user must be following you in order to exchange direct messages.

Hashtag : A keyword used to join and monitor conversations about a particular topic. You can

create any hashtag just by typing “#” before the word (no spaces), such as #IBM or

#IBMSocialBiz (it is redundant to use #IBMSocialBiz if you are tweeting directly from the

@IBMSocialBiz account).

A Quick Glossary

Social Media Tools - Twitter Tip 1 Tip


LinkedIn Advertising (B2B)

Ads targeted by user profile, mainly:

•Geography

•Industry

•Job function – which makes LinkedIn a strong advertising vehicle to

target specific roles: CIO, CEO, data center analyst…

Cost: Per per click or Pay per impression up to your bid

For more information about LinkedIn marketing, refer to LinkedIn Basics.

https://public.dhe.ibm.com/partnerworld/pub/swg/linkedin_basics.pdf


LinkedIn Advertising (B2B)

Next Steps •Similar to Facebook targeting, define and narrow the LinkedIn user

profile to accurate pinpoint your target audience.

•Graphics are 50x50 pixels.

Examples:

This ad showed up because my

work experience is in high tech.

This ad showed up because my

work experience is specifically Web.

This ad showed up because I am in

Austin, TX, and this school is in

Austin. Ad must target Austin area

professionals.


YouTube

Posting a video is free! Promoting your video

organically: •Relevant description and keywords

•Cross promotion to other YouTube channels

•Placing your video on relevant blogs and web sites.

YouTube marketing is „Google for video‟ so SEO

marketing strategies apply.

For more information about YouTube marketing, refer to YouTube Basics.

https://public.dhe.ibm.com/partnerworld/pub/swg/youtube_basics.pdf


YouTube

YouTube Advertising:

TrueView – optimize your video by keywords and only

pay for views.

First Watch – be the first video YouTube viewers see all

day

Display Ads – your ad runs as an overlay of a video that

has a matching keyword or category (480x70 pixels) with

optional companion ad (300x250).


YouTube


Homepage Ad – Own the front of YouTube for a day.


YouTube


In-stream ad – your video ad runs just before a video

plays. Tied to related keywords and categories.


Keywords—example for social business and web experience

social business

social software

social business software

what is social business

what is social software

social for business

----------------------------------------------

web experience

web design experience

user web experience

rich web

customer experience

* Targeting can be narrowed by geography, by another profile

element, by mobile operating system, by job title and so on.


Sample ad copy: social business messaging

Facebook ad:

Title (25 characters max): IBM Social Business

Body (125 characters max):

• Take the next step in the evolution of business. Get started today. (hyperlinked to URL)

• Transform your business. IBM Social Business can help. Visit URL and get started.

Twitter ad:

Define keywords: social business

Body (140 characters max): Want to become a social business? Need direction? IBM and (insert IBM Business Partner name) are social business experts and can help you. Visit URL.

LinkedIn ad:

Title (25 characters max): Become a social business

Body (75 characters max): Learn how (insert IBM Business Partner name) can help. (hyperlinked to URL)


Sample ad copy: exceptional web experience messaging

Facebook ad:

Title (25 characters max): ExceptionalWebExperience

Body (125 characters max): Is your website exceptional? IBM and (insert IBM Business Partner name) can provide you a truly exceptional web experience. Visit URL.

Twitter ad:

Body (140 characters max): An exceptional web experience anticipates user needs, simplifies how needs are met and engages people within communities. URL

LinkedIn ad:

Title (25 characters max): ExceptionalWebExperience

Body (75 characters max): Go to URL and learn how (insert IBM Business Partner name) can provide an exceptional website.


Sample graphics—URL TBA

Graphics cannot be modified without permission. Business Partners can locate and use the assets from the IBM Co-Marketing Center at https://www.ibm.com/partnerworld/page/pw_com_cfm_index

https://www.ibm.com/partnerworld/page/pw_com_cfm_index






Learn more

Facebook advertising

https://www.facebook.com/advertising/

LinkedIn advertising

http://partner.linkedin.com/ads/bestpractices/index.html

Twitter advertising

https://business.twitter.com/

YouTube advertising

http://www.youtube.com/yt/advertise/our-solutions.html

Getting Started with Social Media (IBM PartnerWorld® website)

www.ibm.com/partnerworld/sw/socialmedia

Search engine optimization basics http://public.dhe.ibm.com/partnerworld/pub/swg/search_engine_optimization_basics.pdf

https://www.facebook.com/advertising/

http://partner.linkedin.com/ads/bestpractices/index.html

https://business.twitter.com/




http://www.ibm.com/partnerworld/sw/socialmedia

http://public.dhe.ibm.com/partnerworld/pub/swg/search_engine_optimization_basics.pdf

Social media Business Partner advertising kit

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