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Beyond Search: Leveraging Adson Facebook, Twitter & LinkedIn          Jennifer Wong          Marketing, HasOffers         ...
Friends, Fans & Followers are NOT leads
Organic vs. Paid Social Media:      Differences & Implications• Goal: Community       • Goal: optimize  Growth            ...
Facebook    vs.  Twitter    vs. LinkedIn
Paid Social Media Marketing Goals  BRANDING            CUSTOMER& AWARENESS          ACQUISITION
Know Your Target AudienceTarget Audience    Small size company owner in North America looking                   for a mark...
Plan, Set Up, and Execute Campaigns                                                     KILLER OFFERKILLER       KILLER   ...
Types of Offers•   Premium content•   Free trial•   Newsletter sign up•   Request a demo•   Discount code•   Product promo...
Tips for Creating Killer Offers• Use search keywords in  your copy• Placement of link• Ask a question• Present a solution•...
Good vs. Bad Offers
Good vs. Bad Offers
Killer Offers Need Killer Landing Pages7.9%                                13.9%
GOAL: BRANDING & AWARENESS
Promoted Account                             Charged on a cost per follower                             (CPF) basisShown i...
Promoted AccountBuild yourfollower base bytargeting userswith particularinterests andinfluencers ofspecific interests.
Promoted Account
Promoted TrendsWith Promoted Trends, userssee time-, context-, andevent-sensitive trendspromoted by advertisers"Promoted."...
Self-Serve AdsAds consists of these elements:• Headline (up to 25 characters of text)• Description (up to 75 characters of...
Self-Serve Ads
Display AdsTypes of ads:• Content• Polls• Recruiting• Product• LinkedIn Company  Page*Display is for largerbudgets, $15Kin...
GOAL: DEMAND GENERATION
Promoted Tweets in SearchPromoted Tweetsare ordinary Tweetsthat show up at thetop of relevantsearch                      U...
Promoted Tweets in Search
Device Targeting Experiment  • Promoted Tweets in Timeline  • 24 hour            Campaign     Cost per   Engagement   Impr...
Promoted Tweets in Timelines                                                         Promoting Tweets to targeting        ...
Promoted Tweets in Timelines
Followers Targeting Experiment • Promoted Tweets in Timeline • 24 hour             Campaign     Cost per   Engagement   # ...
SHARING YOUR SUCCESS
Reporting Success – Earned Media
Reporting Success – Earned Media
Reporting Success – ROILead Profile      683 leads      150 Agencies (22%), 536 Non Agency (78%)      88 Title contains...
Checklist for Managing Campaigns       Strategy       Goals and baseline metrics       Content plan       Frequency   ...
Beyond Search: Leveraging Adson Facebook, Twitter & LinkedIn          Jennifer Wong          Marketing, HasOffers         ...
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Beyond Search: Leveraging Ads On Facebook, Twitter and LinkedIn #SMX

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Not advertising on Facebook? You’re missing out on potential traffic from the second largest internet website, with more than 800 million active users. And if you’re familiar with Google AdWords or Microsoft’s adCenter you’ll love Facebook’s self-serve image and text-based ads that let you advertise your own web page or even your own Facebook page or event. Twitter and LinkedIn offer similar programs.

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  • It’s easy for marketers to become distracted by all the conversations on twitter and forget the main reason they using that channel, to drive demand. Similar to building a search persona to build your SEO campaigns, create a persona to learn about the Twitter audience that you want to reach. Target Audience – describe your perfect buyerSmall sized company in North America looking for a marketing software Understand Pain Points – How would your target customer articulate their need for your product in terms of keywords? What kinds of questions would they ask help for on Twitter?Need to drive more demand, need to streamline reporting, need more granular tracking capabilities Solution - Content includes overview, description, review and testimonial, as well as demo or trial Search Queries - Marketing software, how to drive more leads, how to acquire more customers Hashtags - #inbound, #content, #onlinemarketing, #leadgen, #webmktg Call-to-Action – Offer a call to action that compels the Twitter user to dive deeper into your conversion funnel. Free trial, purchase now, call for consultation, compare products, download a whitepaper
  • Layout your content plan for the campaigns to determine the offers and follow up.B2B and B2C examples of offers
  • http://www.kmart.com/shc/s/dap_10151_10104_DAP_KM+Black+Friday?adcell=promo1previewdoorbuster&SID=ISm22200224x000651http://whatsmyneed.com/https://twitter.com/tide/status/268003019541581824https://twitter.com/Spredfast/status/264079381822058496https://twitter.com/windowsphone/status/269167904229044224
  • 1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.promote gated content" since that's the only way they will generate leads and attribute them to Twitter.you should not promote just gated content. It might also be a good point to talk about ratios of tweets - 15% self promoting, 70% share content, 15% interactions.
  • 1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.
  • Use promoted accounts to build a following of your target audience. Blueprint of a Promoted AccountCharged on a cost per follower (CPF) basisShown in the Who to follow section – first positionShows a yellow or purple box “Promoted”Shows related people in your network that are following that accountShows the Twtitter AvatarShows the Twitter Name and UsernameYour account will be promoted in search results for related keywords and the “Who to follow” section of Twitter.
  • Everything you tweet organically will be seen by your potential buyers and when you run campaigns to your followers and users like your followers your Tweets are in front of the right peoplegetting more followers will help you establish a stronger presence, increase your reach, build your brand name and eventually generate more leads.
  • Best way to set up a promoted account campaignAdd relevant categories, add relevant users who are influencers of the interest“Include users like my followers” – if you have a followers base that is on target, check this box. If you don’t have the right followers base, don’t check this box. Specific what locations are important. International or local?Is your product/service gender bias or neutral?Set your campaign time period and bid.Once you set up targeting, you can see the summary of the campaign: estimated reach, interests, location, gender, bid
  • They are able to click on a Promoted Trend to view all Tweets containing the trending #hashtag or trend terms. They are also able to Tweet about the Promoted Trend by including the terms in their Tweets. Best practices:- There is one promoted trend ever 24 hrsOnly one advertiser can ‘book’ a promoted trend a day so you have to work with you Twitter rep to claim your day far in advanceYou can buy a trend for specific locations or globally. Be preapared to drop around 100K for a US promoted trend topicOn the plus side, promoted trends get about 50% engagement rate (when the typical is 1-5% and you don’t pay or each impression or engagement so it’s an effective national branding strategy
  • - Select keywords that are relevant to your offer – put them in “” if you want exact match, you can target @usernames as keywords- Pick specific locations where you do business- Choose which devices to display on – If you care about form completions choose desktop only so you don’t waste money on non conversions- Is your offer gender bias or neutral?- Choose what Tweet you want to promote
  • Monitor Twitter campaign on a daily basis and optimize campaigns to achieve highest performance levelsCheck your Twitter campaigns on a daily basis to make sure you are targeting the right keywords, location, and devices with the Tweets you are promoting. Also, adjust the bid accordingly using the suggested bid range that  changes on a daily basis.Close the loop by Tweeting relevant follow up links to users who became a lead from TwitterIf you have the capability to track a lead that converted from Twitter from a specific Tweet, close the loop and reply back on Twitter with follow up content.
  • Transcript of "Beyond Search: Leveraging Ads On Facebook, Twitter and LinkedIn #SMX"

    1. 1. Beyond Search: Leveraging Adson Facebook, Twitter & LinkedIn Jennifer Wong Marketing, HasOffers SMX Toronto Jennifer@hasoffers.com @Jenerationy /jenerationy
    2. 2. Friends, Fans & Followers are NOT leads
    3. 3. Organic vs. Paid Social Media: Differences & Implications• Goal: Community • Goal: optimize Growth budget• Time • Time + money• Longer time to • Immediate results see results • Greater reach• More trustworthy • Targeted ads• Higher quality
    4. 4. Facebook vs. Twitter vs. LinkedIn
    5. 5. Paid Social Media Marketing Goals BRANDING CUSTOMER& AWARENESS ACQUISITION
    6. 6. Know Your Target AudienceTarget Audience Small size company owner in North America looking for a marketing software for their business Pain Point Need to drive more demand, need to streamline reporting, need more granular tracking capabilities Solution Content includes overview, description, review and testimonial, as well as demo or trial Search Queries Marketing software, how to drive more leads, how to acquire more customers Hashtags #inbound, #content, #onlinemktg Call-to-Action Free trial, purchase now, compare products, download whitepaper
    7. 7. Plan, Set Up, and Execute Campaigns KILLER OFFERKILLER KILLER NEXT FUTUREOFFER OFFER OFFER OFFERS LANDING PAGEDownload Fill out Sign up Request the the for our a Demo THANK YOU Study Survey Webinar PAGE THANK YOUSign up Click for a EMAIL Purchase Enter for Promonewsletter Code Now Sweepstakes EMAIL TEMPLATE FOR SALES
    8. 8. Types of Offers• Premium content• Free trial• Newsletter sign up• Request a demo• Discount code• Product promotion• Webinars• Events• Exclusive invite
    9. 9. Tips for Creating Killer Offers• Use search keywords in your copy• Placement of link• Ask a question• Present a solution• Address their pain points• Include a picture or video• Promote gated offer• Minimize extra clicks
    10. 10. Good vs. Bad Offers
    11. 11. Good vs. Bad Offers
    12. 12. Killer Offers Need Killer Landing Pages7.9% 13.9%
    13. 13. GOAL: BRANDING & AWARENESS
    14. 14. Promoted Account Charged on a cost per follower (CPF) basisShown in the Who to followsection – first position
    15. 15. Promoted AccountBuild yourfollower base bytargeting userswith particularinterests andinfluencers ofspecific interests.
    16. 16. Promoted Account
    17. 17. Promoted TrendsWith Promoted Trends, userssee time-, context-, andevent-sensitive trendspromoted by advertisers"Promoted." Paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted."
    18. 18. Self-Serve AdsAds consists of these elements:• 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)*A text-only version of the ad may beshown in locations such as the top of theLinkedIn home page.
    19. 19. Self-Serve Ads
    20. 20. Display AdsTypes of ads:• Content• Polls• Recruiting• Product• LinkedIn Company Page*Display is for largerbudgets, $15Kinvestment to start
    21. 21. GOAL: DEMAND GENERATION
    22. 22. Promoted Tweets in SearchPromoted Tweetsare ordinary Tweetsthat show up at thetop of relevantsearch Use Promoted Tweets in Search to reach an audience interested in a specific topic
    23. 23. Promoted Tweets in Search
    24. 24. Device Targeting Experiment • Promoted Tweets in Timeline • 24 hour Campaign Cost per Engagement Impression Engagement # of Leads Cost per spend Engagement rate Count LeadTargeting $640 $1.09 .85 69575 589 30 $21 iOS & AndroidTargeting $245 $1.49 .49 33590 165 15 $16Desktop Higher engagements and impressions when target iO & Android devices Lower cost per lead when targeting Desktop
    25. 25. Promoted Tweets in Timelines Promoting Tweets to targeting users in their timeline, at scale.Use Promoted Tweets in Timelines to reach followerswho might have missed your organic Tweets and/orusers who share similar interests with your followers.
    26. 26. Promoted Tweets in Timelines
    27. 27. Followers Targeting Experiment • Promoted Tweets in Timeline • 24 hour Campaign Cost per Engagement # of Leads Cost per # of Net Cost per spend Engagement rate Lead New Leads New LeadTargeting $830 $.76 .93 72 $11.52 52 $15.96Followers onlyTargeting $745 $.83 .56 65 $11.46 57 $13.07Users likefollowers only Targeting users like followers only resulted in more net new leads versus known contacts
    28. 28. SHARING YOUR SUCCESS
    29. 29. Reporting Success – Earned Media
    30. 30. Reporting Success – Earned Media
    31. 31. Reporting Success – ROILead Profile  683 leads  150 Agencies (22%), 536 Non Agency (78%)  88 Title contains ‘marketing’ or ‘digital’ (13%)  66 Bad Information (10%), 70 out of scope (10%)Opportunities  Profile • 15 Agency – 68% • 7 Non Agency – 31%  Stage • (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0% • Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign Guide (4), T4B Guide (1), organic (1)
    32. 32. Checklist for Managing Campaigns  Strategy  Goals and baseline metrics  Content plan  Frequency  Set and manage budget  Track everything – but focus on the metrics that matter  Test, test, test  Social nurturing
    33. 33. Beyond Search: Leveraging Adson Facebook, Twitter & LinkedIn Jennifer Wong Marketing, HasOffers SMX Toronto Jennifer@hasoffers.com @Jenerationy /jenerationy

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