Top 10 Social Media Hacks by Larry Kim

Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash

Top 10 Paid Social Media Advertising Hacks of All Time!

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www.wordstream.com/learn#SFIMA @larrykim


Welcome To Boston!

A Few Random Facts About Me

Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ashI Live in Harvard Square

Originally from Winnipeg, Canada


Actual Photos of Boston From February This Year

#SFIMA @larrykim


I Live in Harvard Square, Cambridge, MA


WordStream’s Global Headquarters in Boston

2008 2015

#SFIMA @larrykim


You’re Attending a Session on PAID Social Media Ads…

#SFIMA @larrykim


You Can Do Paid Social Ads with

$50!

#searchlove @larrykim


Download Slides Here: bit.ly/sfima2015


Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash#searchlove @larrykim

Why

Paid Social Ads

?


#1: Ridiculous Amount of Time on Social Media


#2: Facebook Organic Reach Stinks



#3: Most of Your Content Goes Nowhere

• 5% of Content = 56% of Page views

• Half of Content < 500 Page views

#SFIMA @larrykim


#4: Low Brand Recall for SEO

#SFIMA @larrykim


#5: Search Ads Are Great, But Expensive

#SFIMA @larrykim


#6: Typical Conversion Rate Via Content <1%

Traffic Generation Activities

Captured Lead

Engage with Content

#SFIMA @larrykim


So, Many Content/Social/PPC Marketing Efforts Actually More Like …


How does

CONTENT MARKETING

really work

?#SFIMA @larrykim


How to make:

STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency?


STA

RT / G

O

Paid Social Ads: Highly Scalable Content Promotion

CREATEProduce content& share on social

AMPLIFYSelectively

promote top content on social

media

TAGBuild remarketing

audience by tagging site visitors with a

cookie3

1

2


ADVERTISETarget your

audience with display & social ads

promoting offers

FILTERApply behavioral

and demographic filters on audience

CONVERTCapture qualified

leads or sale

EN

D / R

EPE

AT

4

6

5

#SFIMA @larrykim

Social Ads Turn Visitors into Leads

& Customers


The Top 10 Paid Social Media Advertising Hacks of All Time!


We’re Focusing on Facebook & Twitter Today


Apologies to Google+ Fans…


Quality Score in Facebook and Twitter Ads!

Larry’s #10 Social Ads Hack:


You are Attening a Social Media Marketing Session#SFIMA @larrykim


You are Attening a Social Media Marketing Session

#SFIMA @larrykim

“Relevancy Score” in Facebook

• Higher post engagement = Higher Relevance Score

• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement


“Quality Adjusted Bid” in Twitter

#SFIMA @larrykim


Higher Engagement Rate = (Much) Lower Cost Per Engagement

#SFIMA @larrykim


“Quality Adjusted Bid” in Twitter

1% Increase in Post Engagement = 5% Reduction in Cost Per Engagement!!


Quality Score & Ad Impression Share

Fewer and Fewer Ad Impressions

Every Day!


• High QS (Great!)– High Ad Impression Share– Low Cost Per Engagement

• Low QS (Terrible!)– Low Ad Impression Share– High Cost Per Engagement

#SFIMA @larrykim

Get a High Quality Score! (Duh)

High Post Engagement = High Quality Scores


Tweet More Often and Only Promote Your Best Stuff (Unicorns!)



Just Say NO to Promoting Junk Updates


How to Find High Engagement Posts? (Unicorns!)


Promote Your BEST Stuff Instead (Top 1-2%)


Paid Social Ads ROI Analysis:


Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme

1. Lots of stuff (organically) to Twitter

2. Post Top stuff from Twitter, to LinkedIn & Facebook

3. Pay to Promote the Unicorns on Facebook & Twitter!


#1 Difference Between Social Ads. vs.

Generic Display Advertising, Search Engine Optimization (SEO)

and Organic Social Media Marketing ??


Organic Social = Be Picky! Cast a Narrow Net, Maximize Engagement Rates.



Turn Low Engagement Updates Into High Engagement Posts w/ Keyword Targeting (and

other Targeting Methods)


Keyword Targeting Not on Facebook (Just Use Interest Targeting Instead)


Keyword Targeting: Google Search vs. Twitter

Social Keywords: Higher Funnel, Informational, Conversational, Hashtags


zOMG 10X Higher Engagement By Targeting #alphabet


Generates Valuable PR Exposure & Links


Precise Ad Targeting Boosts Engagement Rate


Larry’s #8 Social Ads

Hack

Increase Commercial Intent (Chance of People Buying Your Stuff) Using “In-Market Segments”


Website


“Behavioral Targeting” in Facebook


“Partner Audiences” in Twitter


Larry’s #7 Social Ads Hack!

Further Increase Commercial Intent Using Demographic Targeting


Demographic Ad Targeting in Facebook


Demographic Ad Targeting in Twitter


Social Media Remarketing

Larry’s #6 Social Ads Hack


Typical Website Remarketing Ads Often Never Seen!


Custom Website Audiences in Facebook


Tailored Website Audience in Twitter


Power of Social Remarketing

1. Triples Engagement Rates!

2. Doubles Conversion Rates!

3. So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)


Combine Remarketing With Product Ads on Facebook!


Combine Remarketing With Product Ads on Facebook!

Ridiculously Powerful Social Ads Strategy: Combining Remarketing + Demographic + Behavioral Targeting + High

Engagement Content


Hack


Layered Remarketing

1. Behavioral & Interest Targeting = They’re interested in your stuff

2. Demographic Targeting = They Can Afford to Buy Your Stuff

3. Remarketing = They Recently Checked Out Your Stuff

Target a Narrow Audience That Meets all 3 Criteria = $$$


Custom Audiences


Hack


The Evolution of Display Ad Targeting


New “Tailored Audiences” or “Custom Audiences”


People-Based Marketing is Like Email Marketing But Better


Identity Marketing Using Custom Audiences in Social Ads


This is a True Story


Shared the Article on My Social Media


Promoted Post to My List of Influencers


Story Picked Up in Marketing Land in 2 Hours


+500 Press Pickups in 48 Hours


Custom Audience Social Ads ROI Analysis:



Leverage Insanely Powerful New Ad

Formats


This Stupid Marketing Funnel is a Ridiculously Dated Concept


Facebook Call Buttons


Call Buttons are Game Changers


+Half Billion Use FB on Mobile Only


80% of Twitter Users are Mobile


New Facebook Social Direct Response Ad Formats


Twitter Lead Generation Card FormatUser’s Name, Email and Twitter Name are automatically emailed or posted to you!



The Flywheel Effect of Social

Media Marketing


Engagement Snowballs As You Go


Because Paid Social Ads Generate Fans!


Get Free Clicks!



Buy 1 Retweet/Like, Get 3 Clicks Free!


$0.00 Cost Per Engagement?!


Summary: Larry’s Top 10 Social Ad Hacks


STA

RT / G

O

Paid Social Ads: Highly Scalable Content Promotion

CREATEProduce content& share on social

AMPLIFYSelectively

promote top content on social

media

TAGBuild remarketing

audience by tagging site visitors with a

cookie3

1

2


ADVERTISETarget your

audience with display & social ads

promoting offers

FILTERApply behavioral

and demographic filters on audience

CONVERTCapture qualified

leads or sale

EN

D / R

EPE

AT

4

6

5

#SFIMA @larrykim

Social Ads Turn Visitors into Leads

& Customers


Thank You, SFIMA!

#SFIMA @larrykim

Top 10 Social Media Hacks by Larry Kim

Social Media

Transcript of Top 10 Social Media Hacks by Larry Kim