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August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Agenda
•  Trends in Social Media Advertising
•  Integrati...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Social Media Users
0	
  
200	
  
400	
  
600	
  
800	
  
...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Growth of Facebook
Facebook gets 1 out of every 5
pagevie...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Integrated Digital Advertising Campaigns
5
Google	
  
Sea...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
What is Social Media Advertising (SMM)?
6
Social Media Ad...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Organic Social Media Program
•  Manage and
Update Platfor...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Business Value of Organic Social Media
Brand, Impressions...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Business Value of Organic Social Media
Brand, Impressions...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
What can Social Media Ads do for you?
1.  Engagement
2.  ...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Who is using it?
1
North American
represents almost
50% o...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Digital Advertising Market Share
1
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Which social network is most
popular?
1
Facebook is curre...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Target	
  
Customer	
  
Marketing Segmentation
Interests	...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Targeting
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising - Targeting
•  According to eMarkete...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising - Targeting
•  Targeting based on in...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising Conversion
Tracking
1
•  You can cho...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Ads Promoting Offers
1
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Example of FB Ad promoting Likes
2
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Promoted Post
287 organic views, 1,056 paid views
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising
2
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising
•  Geographic Targeting
•  Target by...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising
•  Target by School
•  Target by Ski...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Examples of LinkedIn Ads
2
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Pros and Cons of LinkedIn
Advertising
•  Pros
–  Target a...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets & Accounts
•  Promoted Tweets are regular...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets: Targeting
2
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets: Which tweets to
promote?
2
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets/Accounts:
Budget & Bid
3
You pay only for...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Why Advertise on Social Media?
•  Huge Audience: Billions...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Hidden Danger
•  Engagement is growing but
you don’t know...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Key solutions
1.  Paid social ads to segmented audience
d...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Can you guess when?
Huge boost in budget adjusted engagem...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Two Sides of the Story
Forced audience-targeted content r...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
If you are Imageless you are Naked
•  Images are worth th...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Seeing is the new Seeing
Eliminate content from the un-cr...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Wait for it…
Peak hits at 2-3 weeks
0.00	
  
1.00	
  
2.0...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Surprising Results
•  Boosted engagement rates / ROI
•  C...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
In Summary
Everyone talks about rock these days; the
prob...
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
How to Leverage Audience
Segmentation Techniques to
Impro...
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Boosting Social Ad Results with Audience Segmentation: Nowspeed and Hitachi Data Systems

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Learn how to integrate social media advertising into your digital marketing portfolio, and boost results with some specific tips and tricks from Hitachi Data Systems. David Reske from Nowspeed and Sharon Crost from Hitachi Data Systems show you how in this presentation from ClickZ Live San Francisco #CZLSF

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Transcript of "Boosting Social Ad Results with Audience Segmentation: Nowspeed and Hitachi Data Systems "

  1. 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers How to Leverage Audience Segmentation Techniques to Improve Social Advertising Sharon Crost, Hitachi Data Systems sharon.crost@hds.com David Reske, Nowspeed Marketing dreske@nowspeed.com
  2. 2. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Agenda •  Trends in Social Media Advertising •  Integrating Social Media Advertising with Organic Social Media Marketing •  Facebook Campaigns •  LinkedIn Campaigns •  Twitter Campaigns •  Hitachi Data Systems Experience and Case Study 2
  3. 3. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Social Media Users 0   200   400   600   800   1000   1200   Facebook   YouTube   Google  +   Twi8er   LinkedIn   Pinterest  3
  4. 4. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Growth of Facebook Facebook gets 1 out of every 5 pageviews on the Internet. 4
  5. 5. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Integrated Digital Advertising Campaigns 5 Google   Search  -­‐   PPC   Google   Display   Google   RemarkeJng   Bing   Facebook   LinkedIn   Mobile  
  6. 6. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive What is Social Media Advertising (SMM)? 6 Social Media Advertising is a term that is used to describe a form of Online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site is that advertisers can take advantage of the users demographic information and target their ads appropriately. - Wikipedia
  7. 7. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Organic Social Media Program •  Manage and Update Platforms –  Facebook –  Twitter –  Youtube –  LinkedIn –  Pinterest •  Create and Syndicate Content •  Build Follower Base 7 PlaMorms   Followers  Content   •  Static Content •  Branded Content •  Industry Content
  8. 8. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Business Value of Organic Social Media Brand, Impressions, Visits, Leads, Nurture Followers   Content  Posts   Offer  –  Call  to   AcJon   Likes,   Traffic  and   Leads  &  Sales   8 500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo
  9. 9. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Business Value of Organic Social Media Brand, Impressions, Visits, Leads, Nurture Followers   Content   Posts   Offer  –  Call   to  AcJon   Likes,  Traffic   and  Leads  &   Sales   9 500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo
  10. 10. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive What can Social Media Ads do for you? 1.  Engagement 2.  Get more likes/ followers 3.  Get more leads 4.  Get new customers 1 “93% of adults in the US are on Facebook according to BlogHer.”
  11. 11. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Who is using it? 1 North American represents almost 50% of social media ad spending.
  12. 12. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Digital Advertising Market Share 1
  13. 13. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Which social network is most popular? 1 Facebook is currently the most popular social media site for advertising. Benefits: •  Largest Social Media Audience (Over 1 Billion people on FB) •  Most affordable way of advertising (Great Targeting) •  Most visited social media site (655 Million Daily Active Users) •  Conversion Tracking
  14. 14. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Target   Customer   Marketing Segmentation Interests     Business,   Computer   Data  Storage   Behaviors   Technology   Early  Adopters   Demographics   US,  UK,  22-­‐55,   English,  Job   Title   Target   Customer   Connec4ons   Not  Connected  
  15. 15. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Facebook Targeting
  16. 16. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Facebook Advertising - Targeting •  According to eMarketer, the top three segmenting categories used by Facebook marketers include age, used by 55% of Facebook advertisers, followed by country and interest. 1 29  
  17. 17. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Facebook Advertising - Targeting •  Targeting based on interests give you powerful options •  Facebook knows exact interest because people give them that information. •  Target exact interests, related interests, or broad categories. •  Check audience numbers as you add interests, be sure audience is not too small 1 330   628  
  18. 18. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Facebook Advertising Conversion Tracking 1 •  You can choose between 6 conversion categories. •  A conversion is an action that a person takes on your website such as checking out, registering, adding an item to the shopping cart, or viewing a particular page. •  Virtually any page on your website can represent a conversion, and you can create and add the conversion tracking code on any page of your website.
  19. 19. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Facebook Ads Promoting Offers 1
  20. 20. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Example of FB Ad promoting Likes 2
  21. 21. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Facebook Promoted Post 287 organic views, 1,056 paid views
  22. 22. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive LinkedIn Advertising 2
  23. 23. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive LinkedIn Advertising •  Geographic Targeting •  Target by Company –  Select specific companies or target by category •  Target by Job –  Select specific titles or target by job function/ seniority 2
  24. 24. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive LinkedIn Advertising •  Target by School •  Target by Skills – Similar to Facebook Interest Targeting – Suggests similar Skills •  Target by Group – LinkedIn Groups are very popular – Using specific groups can get you a targeted audience 2
  25. 25. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Examples of LinkedIn Ads 2
  26. 26. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Pros and Cons of LinkedIn Advertising •  Pros –  Target a professional audience –  Accurate targeting by industry –  Leverage LinkedIn Groups –  Target Decision Makers •  Cons –  Smaller reach –  Conversion tracking is not as robust as Google & FB 2
  27. 27. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Promoted Tweets & Accounts •  Promoted Tweets are regular Tweets with the added bonus that they can reach more people who are interested in your business. –  Targeting: Location, Category, Users with the same interest as followers •  Promoted Accounts simply puts you in front of more people who are just like them – quick, easy way to grow your followers. –  Targeting: Interest, Geography, Gender 2
  28. 28. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Promoted Tweets: Targeting 2
  29. 29. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Promoted Tweets: Which tweets to promote? 2
  30. 30. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Promoted Tweets/Accounts: Budget & Bid 3 You pay only for engagement.You’ll only be charged when people follow your Promoted Account or retweet, reply, favorite or click on your Promoted Tweets.You’ll never be charged for your organic activity on Twitter.There’s no monthly fee and you set your maximum daily budget.
  31. 31. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Why Advertise on Social Media? •  Huge Audience: Billions of People •  Strong Momentum: Projections to double annual ad spending from from $4.6 billion in 2012 to $9.2 billion by 2016. •  Advanced Ad Targeting: Targets consumers with interests that match the virtues and values of their products. •  Multiple Engagement and Conversion Opportunities: Generate engagement, likes and followers, as well as traffic, leads and sales. •  Mobile: with the social consumer on-the-go for proven social ROI (70% of FB users are mobile) •  Low Cost per Click and Cost per Conversion 3
  32. 32. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Hidden Danger •  Engagement is growing but you don’t know that performance can be much, much better •  Content creators are still broadcasting text oriented brand messages •  Don’t know when you “spam” •  Teams are still putting pressure on creating “viral” content
  33. 33. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Key solutions 1.  Paid social ads to segmented audience demographics to boost engagement rates 2.  Segmentation helps drive content providers to tailor content to audience 3.  Image beauty is in the eye of the beholder 4.  Better relationship with audiences (spam reduction) as they only see relevant content 5.  Going “micro-viral”
  34. 34. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Can you guess when? Huge boost in budget adjusted engagement rates 0   10   20   30   40   50   60   0   500   1,000   1,500   2,000   2,500   3/10/2014   4/10/2014   5/10/2014   6/10/2014   7/10/2014   Total  Engagements  per  $100   Page  Likes  per  $100  
  35. 35. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Two Sides of the Story Forced audience-targeted content removes “all about me” syndrome
  36. 36. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive If you are Imageless you are Naked •  Images are worth the characters 0   100   200   300   400   500   600   700   800   900   0   20,000   40,000   60,000   80,000   100,000   120,000   Impressions   Total   Engagements  
  37. 37. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Seeing is the new Seeing Eliminate content from the un-crowd 96.00%   96.50%   97.00%   97.50%   98.00%   98.50%   99.00%   99.50%   100.00%   3/10/2014   4/10/2014   5/10/2014   6/10/2014   7/10/2014   Bounce  Rate   Bounce  Rate  
  38. 38. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Wait for it… Peak hits at 2-3 weeks 0.00   1.00   2.00   3.00   4.00   5.00   6.00   7.00   8.00   9.00   0   100   200   300   400   500   600   700   800   900   1,000   Clicks  per  $100  
  39. 39. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive Surprising Results •  Boosted engagement rates / ROI •  Content providers are now repurposing content for audiences •  Brand credibility – only the in crowd sees our content •  Real performance results. Greatness is not lost in the mean •  Each ad is its own “viral” campaign
  40. 40. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive In Summary Everyone talks about rock these days; the problem is they forget about the roll. - Keith Richards
  41. 41. @davidreske @SharonHDS August 11–14, 2014 | #CZLSF | @ClickZLive How to Leverage Audience Segmentation Techniques to Improve Social Advertising Sharon Crost, Hitachi Data Systems sharon.crost@hds.com David Reske, Nowspeed Marketing dreske@nowspeed.com
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