Social Advertising for Small Businesses
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Social Advertising for Small Businesses

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Social media has grown and evolved tremendously over the past few years. Facebook is reporting over 900 million users, Twitter has said there are 250 million tweets per day, which breaks down to ...

Social media has grown and evolved tremendously over the past few years. Facebook is reporting over 900 million users, Twitter has said there are 250 million tweets per day, which breaks down to roughly 2,900 per second. With that growth, social advertising on social media sites has gained wide spread popularity and usage, allowing advertisers to tap into the social and interest graphs of consumers when delivering ads. Facebook as an example enables advertisers to reach more than 900 million people with ads that are relevant, engaging and have social context. So, as a business, how are you taking advantage of social advertising tactics to help extend your brand, build engagement and generate ROI? Attend Formic Media’s Free Seminar Series to learn how social advertising on Facebook, Twitter and other social media platforms can help elevate your small business online.

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Social Advertising for Small Businesses Social Advertising for Small Businesses Presentation Transcript

  • Lunch & Learn:SocialAdvertising forSmall BusinessesPresenter: Wendy Hwang and Anna HutsonDate: September 12th, 2012Location: Formic Media, Inc.
  • Formic Team Social Advertising for Small Businesses• Launched in 2008 to service small business & partners• Specializes in search, social and website development• 100% of Account Team Google AdWords & Google Analytics Certified• 7 employees & 45+ clients• Strategic partnerships (SEMA, AlphaGraphics, etc.)• Focus on education via monthly Seminar Series
  • Lunch & Learn Social Advertising for Small BusinessesSocial Advertising Overview
  • Social Ads Overview Social Advertising for Small Businesses What is Social Advertising?Ads that employ the social stream to harnessamplification. Helps defeat “bannerblindness”
  • Social Ads Overview Social Advertising for Small Businesses Many Platforms to Choose From
  • Social Ads Overview Social Advertising for Small Businesses
  • Social Ads Overview Social Advertising for Small BusinessesWhy use Social Advertisements? Know Your Goals!• Increase Exposure• Increase Sales or• Lead Generation • Webinars, Newsletters, Website, etc.• Reduce Advertising Costs • Less expensive w/ better results than traditional advertising• Build a Loyal Fan Base • Interact, engage, and nurture fans (continuity)
  • Social Ads Overview Social Advertising for Small Businesses What are you trying to promote? What’s the goal of the ad?
  • Lunch & Learn Social Advertising for Small Businesses Facebook Ads
  • Facebook Ads Social Advertising for Small Businesses Why Use Facebook Ads? • Gives you most control with messaging. • Many options for advertising. o External URL o Facebook Event o Business Fan Page • Micro-Targeting!! o Allows advertisers to reach anyone the advertiser chooses.
  • Facebook Ads Social Advertising for Small BusinessesUse the search bar to find a Facebook Page or entera URL to enter the ad destination.
  • Facebook Ads Social Advertising for Small BusinessesFacebook Suggested Ad
  • Facebook Ads Social Advertising for Small BusinessesOr enter a URL and add your own text
  • Facebook Ads Social Advertising for Small BusinessesAnatomy of a Facebook Ad
  • Facebook Ads Social Advertising for Small BusinessesCopy• Keep it simple - less is more. • Allowed >135 characters in the body, but stick to <95• Include a call to action.• Check Facebook rules for language pertaining to: • Race • Financial Status/Info • Religion • Membership in Unions • Age • Criminal Record • Sexual Orientation • Disability/Medical Condition
  • Facebook Ads Social Advertising for Small BusinessesURL• Must function properly in all browsers• No pop-ups or auto-downloads• Don’t shrink URL • Transparency creates trust
  • Facebook Ads Social Advertising for Small BusinessesImage:• Use eye catching images (no animation or flash)• Relate to the text & call to action.• Be visible when shrunk to thumbnail size. • Images display at 100 x 72 pixels.
  • Standard Page Ads Social Advertising for Small BusinessesTo a Custom App
  • Standard External URL Social Advertising for Small BusinessesTo a External Webpage
  • Sponsored Story Social Advertising for Small BusinessesUtilizing SocialConnections• Allows advertisers reach people that are friends of fans who’ve already “Liked” the page.• Are auto generated & not editable but generally provide higher click through rates.
  • Sponsored Page Post Social Advertising for Small BusinessesChoose between Sponsored Page Post & Sponsored Page Like
  • Specific Post Ads Social Advertising for Small BusinessesIncreases the visibility amongst users whoaren’t already fans or didn’t see the story
  • Choose Your Audience Social Advertising for Small BusinessesUtilize Facebook Insights
  • Choose Your Audience Social Advertising for Small Businesses Ad Targeting • Location • Age • Gender • Likes & Interests • Education • Relationship Status • Language • Workplace
  • Objective Social Advertising for Small BusinessesImpressionPriced based on number of views, or times the ad showed on user’spages. OR
  • Facebook Ads Social Advertising for Small BusinessesCost per Click (CPC)?charged based on number of ad clicks.
  • Facebook Ads Social Advertising for Small BusinessesSubmit, Monitor, and Tune• Avoid Ad Fatigue• A/B Test • Run similar ads with minor changes. Experiment with text copy, image, & headline to find the most successful performing ads. • Pause ads what aren’t performing well• Experiment with times of day to publish ads based on performance.
  • Facebook Ads Social Advertising for Small Businesses
  • Facebook Ads Social Advertising for Small Businesses Various Reports & Export Options • Advertising Performance • Responder Demographics • Actions by Impression Time • Inline Interaction • News Feed
  • Social Ads Overview Social Advertising for Small BusinessesFormic Case Study – ThinkThinBy clearly defining goals, proper launching, targeting andtesting Facebook ads Formic was able to achieve thefollowing stats in just 1 month.• 44% increase in “Likes”• 40% increase in Post Interactions• 17% increase in Post Feedback• 749 contest submissions
  • Lunch & Learn Social Advertising for Small Businesses Twitter Ads
  • Twitter Ads Social Advertising for Small Businesses Location
  • Twitter Ads Social Advertising for Small Businesses Budgeting
  • Twitter Ads Social Advertising for Small Businesses Promote Your Tweet
  • Twitter Targeting Social Advertising for Small BusinessesBy Interest using @username
  • Twitter Targeting Social Advertising for Small Businesses By Interest
  • Twitter Targeting Social Advertising for Small Businesses Reporting
  • Twitter Targeting Social Advertising for Small Businesses
  • Lunch & Learn Social Advertising for Small Businesses LinkedIn Ads
  • Social Ads Overview Social Advertising for Small BusinessesWho is on LinkedIn?
  • Social Ads Overview Social Advertising for Small Businesses
  • Social Ads Overview Social Advertising for Small Businesses
  • Social Ads Overview Social Advertising for Small Businesses
  • Social Ads Overview Social Advertising for Small BusinessesWhat is LinkedIn Ads? • LinkedIn Ads is a self-service advertising solution that allows you to create and place ads on prominent pages on the LinkedIn.com website. • Specify which LinkedIn members view your ads by selecting a target audience: by job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group.
  • Social Ads Overview Social Advertising for Small BusinessesIt is important to define your advertising goals beforelaunching your campaign.• A. If your goal is to generate clicks to your website at a certain cost per click (CPC), use the My Ad Campaigns tab and Reporting tab.• B. If your ultimate goal is to generate leads, inquiries, or sales that result from the clicks that you receive, you need to track users’ actions on your website and attribute those actions to your ads on LinkedIn.
  • Social Ads Overview Social Advertising for Small BusinessesHow to measure ad performance & ROI?• Your click-through rate (CTR) is a good indicator of how your ad is performing. In general, good ads have a CTR greater than 0.025%.• Important: Monitor your ads click-through rate (CTR) on a regular basis. If the CTR of your ad drops, refresh the ads with new images or ad text. A good practice is to refresh your ads at least once per month.
  • Social Ads Overview Social Advertising for Small BusinessesWhat will ads look like?• Headline (up to 25 characters of text)• Description (up to 75 characters of text)• From: (your name or any company)• Image: (50x50 pixel image)• URL (website people visit once they click on your ad)
  • Social Ads Overview Social Advertising for Small BusinessesWhere will ads be shown?• Profile Page (when users view the profile of other LinkedIn members)• Home Page (the page that users see when they log in to LinkedIn)• Inbox (the page where users see messages and invitations to connect)• Search Results Page (the page that results when you search for a member by name)• Groups (on pages in LinkedIn Groups)
  • Social Ads Overview Social Advertising for Small Businesses An Example: On a users Home Page, (1) your ad text may appear in a single line across the top of the page or (2) both your image and ad text may appear with up to 2 other ads in the rectangular ad unit in the right column of the page.
  • Social Ads Overview Social Advertising for Small Businesses Who will see the ads?Target By: Examples:Job Title “Patent Attorney” or “Sr. Laboratory Technician” or "Registered Nurse"Job Function “Sales” or “Engineering” or "Marketing" functionsIndustry “Banking” or “Biotechnology” industriesGeography “United States” or “Netherlands” or “Toronto”Company Size "1-10" or “500-1000" peopleCompany Name "GE" or "Hewlett-Packard" or "FedEx"Seniority “Vice President” or “Owners”Age “18-24” or “35-54”Gender "Female" or "Male"LinkedIn Group "Business Intelligence Group" or "Corporate Real Estate"
  • Social Ads Overview Social Advertising for Small BusinessesHow much do ads cost?• You can set your budget as low as $10 or as high as $1,000 or more.• Pay per click (CPC) or per 1,000 impressions (CPM)• There are two options for how to pay for your ads: Pay per Click (CPC) and Pay per 1,000 Impressions (CPM). Each click will cost between $2.00 (the minimum cost per click) and your bid.
  • Social Ads Overview Social Advertising for Small BusinessesHow to create effective ads• Choose words that grab the attention of your target audience.• Give people a reason to take notice and click to learn more by highlighting special offers, unique benefits, whitepapers, free trials or demos.• Include strong call-to-action phrases like Try, Download, Sign up, or Request a Quote.• Include an image with your ad thats relevant to what you offer. The LinkedIn background color is white, so images with bright colors are more likely to capture the attention of your audience.
  • Social Ads Overview Social Advertising for Small BusinessesTip: Monitor your Click Through Rate (CTR) - Itscommon for the CTR of your ad to decline if you continueto display the same ad week after week. A good practiceis to refresh your ads at least once per month with newad text or images.
  • Social Ads Overview Social Advertising for Small Businesses
  • Social Ads Overview Social Advertising for Small BusinessesTip: Create multiple ads for each campaign - Withinyour campaign, create at least 3 ad variations -- varyingthe ad text, call-to-action phrases, and images. You cancreate up to 15 different ads within a campaign
  • Social Ads Overview Social Advertising for Small Businesses3 ads variations that a university might create to promoteits graduate business program
  • Social Ads Overview Social Advertising for Small BusinessesMake sure to create ads that resonate with that particularaudience.• Geography: Choose one or more geographies for your campaign, especially if your products or services only appeal to users in certain countries or cities.• Industry: Examples of industries: Banking, Real Estate, Internet, and Automotive.• Job Function: Target by job function if you want to limit your ads to people who are in one of 20 broad job functions.(Cont.)
  • Social Ads Overview Social Advertising for Small BusinessesMake sure to create ads that resonate with that particularaudience.• Job Title: Target by job title if your offerings are relevant to people with a specific job title.• LinkedIn Groups: People express their interests, skills, and expertise by joining LinkedIn Groups. Add members of groups to your target audience.Tip: Search for groups using the LinkedIn Groups Directory.
  • Social Ads Overview Social Advertising for Small BusinessesAdditional/Customized LinkedIn Advertising Solutions
  • Social Ads Overview Social Advertising for Small BusinessesAdditional/Customized LinkedIn Advertising Solutions
  • Social Ads Overview Social Advertising for Small BusinessesAdditional/Customized LinkedIn Advertising Solutions
  • Social Ads Overview Social Advertising for Small BusinessesAdditional/Customized LinkedIn Advertising Solutions
  • Social Ads Overview Social Advertising for Small BusinessesAdditional/Customized LinkedIn Advertising Solutions
  • Social Ads Overview Social Advertising for Small BusinessesFormic Case Study – RevelarBy implementing properly targeted campaigns, refiningmessaging and frequently altering ads to avoid imageburnout, Formic delivered the following results in thefirst five months the campaigns were active:• Total cost of campaigns: $654.91• 327 clicks• 19 conversions• Cost per lead: $34.47
  • Social Ads Overview Social Advertising for Small BusinessesFormic Case Study – Swimfish, Inc.By implementing an extensive advertising campaign onLinkedIn in order to combat the inflated cost-per-click onAdWords, Formic delivered the following results:• Decreased the average CPC by 56.80%• Increased visitors to the site by 81.33% with a lower total ad spend.• In addition, the LinkedIn Advertising conversion rate was 1.22% higher compared to AdWords.
  • Social Ads Overview Social Advertising for Small Businesses Resource Links• Facebook Ad Guidelines• Facebook Copy, Image, Targeting & Destination requirements• LinkedIn Ad Guidelines• Twitter Ad Rules & Best Practices
  • What We Do Local SEM Company for Small BusinessServicesSEARCH ENGINE OPTIMIZATION PAY PER CLICKFormic Medias search engine optimization (SEO) Formic Medias pay-per-click (PPC) advertisingservices help small and local businesses to services provide small and local businessesgenerate visibility within "organic" or “natural" guaranteed visibility within targeted searchsearch engine listings. results, via paid "sponsored listings".SOCIAL MEDIA MARKETING WEB DESIGNFormic Medias social media marketing (SMM) Formic Medias SEO-friendly website design andservices enable small and local businesses to development services provide small businessesleverage free/ low-cost networks to gain with an affordable, functional and highly visibleincreased brand awareness. Web presence.FREE SEMINARS PARTNERSHIPSAttend Formic Medias free monthly search We have created the appropriate processes, toolsengine marketing seminars. Learn the latest and and methodologies needed to be efficient and costgreatest in the search engine marketing industry. effective for your team and your clients.
  • Lunch & Learn The Evolution of Local SEO & Google+ Local Thank you!Contact John McPhee for more information johnm@formicmedia.com 503.517.9059 x122