The 4 Secrets of Effective Paid Social Media Campaigns

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Of Effective Paid Social Media Campaigns The 4 Secrets By Josse Alex Garrido, UTRGV Social Media & Digital Marketing Manager. bit.ly/spicase16

Transcript of The 4 Secrets of Effective Paid Social Media Campaigns

Page 1: The 4 Secrets of Effective Paid Social Media Campaigns

Of Effective Paid Social Media CampaignsThe 4 Secrets

By Josse Alex Garrido, UTRGV Social Media & Digital Marketing Manager.

bit.ly/spicase16

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Yes, you have to pay to play.

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No, it doesn’t have to be expensive.

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Our G al:“Make social media ads as effective and

cheap as possible.”

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Effective paid social media campaigns:

Have a clear objectiveDo not feel like adsReach the right kind of peopleWork together

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Develop a clear objective

Think about an important message your department/division wants to publish. It can be a program, event, update, etc.

* What do you want to accomplish?

Activity1

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Translate it to digital marketing

How can you translate your campaign objective into the digital world?

Impressions: total people reached, cost per impression.

Video views: click to play, time on video, completion rate.

Engagement: likes, comments, shares.

Website visits: website hits, time on site, bounce rate.

Conversions: form submissions, registration, key website visits.

Activity2

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Low Engagement Medium Engagement High Engagement

Website Conversion $$$$ $$$$ $$$

App Install $$$$ $$$ $$

Lead Generation $$$ $$ $$

Event Attendance $$$ $$ $

Page Likes $$ $$ ¢

Post Engagement $$ $ ¢

Impressions $ ¢ ¢

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Forget the “single ad mentality”

Soil: Organic engagement

Plant: Your actual campaign, your goal

Fertilizer: Your paid engagement

Activity3

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Unless you work in the advertizing industry, you are not very likely to share ads.

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ExcitementWe share

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AngerWe share

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SurpriseWe share

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PrideWe share

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High Arousal vs. Low Arousal

From “Contagious: Why Things Catch On” by Jonah Berger.

High Arousal

Low Arousal

More PleasantLess Pleasant

Excitement

Astonishment

Joy

Happiness

Inspiration

Anger

Anxiety

Disgust

Sadness

Loss

Pity

Contentment

Relaxation

CalmnessBoredom

Gratitude

Activity4

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Reach the right kind of people

Types of people on social media:

Lurkers: Seeking high entertainment value. Hard to engage. Most of the people on social media.

Active consumers: Strong affinity with your messages. Actively engage, don’t necessarily share.

Advocates: Seek your content and share it.

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If you are not reaching the right kinds of people, you are wasting your time

and money.

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Facebook/Instagram Audience Segmentation

LocationAge rangeGenderDemographicsInterestBehaviors

Facebook Audience Insights: facebook.com/ads/audience-insights

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Acxiom PersonicX Clusters: isapps.acxiom.com/personicx/personicx.aspx

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FB Demographics

Education: Level, field of study, school, undergraduate years.

Generation: Baby Boomers, Generation X, Millennials.

Life events: New job, new relationship, engaged, newlywed.

Parents: New parents, toddlers, preschoolers, preteens, teenagers, adult children.

Work: employer, industry, job title, office type.Activity

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FB Interests

Business & Industry: advertising, banking, healthcare, small business, etc.

Entertainment: Games, movies, music, books, TV.

Fitness & Wellness: running, nutrition, yoga, Zumba.

Food & Drink: Beverages, cooking, cuisine, food, restaurants.

Hobbies & Activities: arts and music, DIY, pets, social issues, travel.

Technology: devices.Activity

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FB BehaviorCharitable donations*: animal welfare, cancer, children, health,

world.

Digital Activities: Browser used, email domain, business owner, tech early adopters.

Mobile device user: brand, smartphone owners, tablet owners.

Buyer profile**: coupon user, DIYer, foodies, green living, outdoors, high-end recreation (skiing, golfing, boating).

Seasonal profile: Olympic games, football, travel.*Epsilon - Model built from a combination of offline self-reported data and online survey panels.**U.S consumer data on where consumers shop, how they shop, what products and brands they purchase, the publications they read, and their demographic and psychographic attributes.

Activity7

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Effective SM campaigns work together

“The most effective social media campaigns build up a story over a period of time.”

For example: “Build up a culture of giving.”

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Effective SM campaigns work together

Awareness Engagement Connection

1- Organic Video: Importance of giving. 2- Promoted video views. 3- Post: Targeted donor story.

4- Organic Link: Student impact. 5- Boosted engagement. 6- Video: You can make a difference.

7- Post: How to give back. 8- Targeted engagement. 9- Post: Thank you.