0
the social sweet spot
aaron levy
director of ppc
seer.is/jobbies
@bigalittlea
73% of internet users are
on social networks
pewinternet.org/fact-sheets/social-networking-fact-sheet/
5
207 million users age
13+ in north america*
*source: really fuzzy math
6pewinternet.org/fact-sheets/social-networking-fact-sheet/
7pewinternet.org/2013/12/30/social-media-update-2013/
8
61.1 million
50.1 million
197.4 million
9flickr.com/photos/jasonparis/
10
AGE
CAR
@bigalittlea
WORKPLACE
SMELL
COLLEGE
INTERESTMUSIC
JOB
11flickr.com/photos/rhoadeecha/
12
• flickr.com/photos/throwingstars/
find your sweet spot
remember:
these are
people
15@bigalittlea
16
a jillion* different
targeting categories
*number may be approximated@bigalittlea
resist the
urge
flickr.com/photos/tropicaliceberg
they‘re not
all good
@bigalittlea
19
job title
skillsage
@bigalittlea
20
sorta?
back in
the day?
nope.
21
22
job title
skillsage
@bigalittlea
partner
network
@bigalittlea
24
job function
company
name
groups
@bigalittlea
company
size
flickr.com/photos/joeshlabotnik/
26
pick the right
sized target
• flickr.com/photos/imelda/
27
bigger ask?
pick bigger
companies
flickr.com/photos/donhomer
28
right company size
decision makers
active
=
@bigalittlea
29
30
workplace
broad
category
friends o
friends
@bigalittlea
great.
32
workplace
broad
category
friends o
friends
@bigalittlea
33
workplace
broad
category
age
@bigalittlea
partner
categories
35
education
age
precise
interests
@bigalittlea
36
right demographic
has money
active interest
=
@bigalittlea
37@bigalittlea
38
39@bigalittlea
40
keywords in timeline
interest
search results
age
gender
blah
@bigalittlea
similar to
followers
42
reach followers of competitors
43
twtrland
@mbwdimarco
44@bigalittlea
45
little bird
@katypit
46
find new influencers
seer.is/littlebirdz
@bigalittlea
47
demographics pro
(@mmstll)
48@bigalittlea
49
followerwonk
@harrisneifield
50@bigalittlea
find YOUR
happy place
let‘s get weird
retargeting
54
FBX = good*
55
*…if you’re
responsible
56
twitter = yeesh.
custom
audiences:
a little funky
flickr.com/photos/mckln/
58
don't:
dump your email
list and go nuts
do:
cross &
upsell
re-activate
push
flickr.com/photos/jflinchbaugh
extra stalky
bonus trick
seer.is/jobbies
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Finding your sweet spot advertising on social networks

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My presentation from ClickZ Toronto. How can you target your campaigns on Facebook, LinkedIn and Twitter to find the audience most likely to react. What categories are good, what are not so good and what are some nifty tricks to get the most out of your PPC

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Transcript of "Finding your sweet spot advertising on social networks"

  1. 1. the social sweet spot aaron levy director of ppc
  2. 2. seer.is/jobbies
  3. 3. @bigalittlea
  4. 4. 73% of internet users are on social networks pewinternet.org/fact-sheets/social-networking-fact-sheet/
  5. 5. 5 207 million users age 13+ in north america* *source: really fuzzy math
  6. 6. 6pewinternet.org/fact-sheets/social-networking-fact-sheet/
  7. 7. 7pewinternet.org/2013/12/30/social-media-update-2013/
  8. 8. 8 61.1 million 50.1 million 197.4 million
  9. 9. 9flickr.com/photos/jasonparis/
  10. 10. 10 AGE CAR @bigalittlea WORKPLACE SMELL COLLEGE INTERESTMUSIC JOB
  11. 11. 11flickr.com/photos/rhoadeecha/
  12. 12. 12 • flickr.com/photos/throwingstars/
  13. 13. find your sweet spot
  14. 14. remember: these are people
  15. 15. 15@bigalittlea
  16. 16. 16 a jillion* different targeting categories *number may be approximated@bigalittlea
  17. 17. resist the urge flickr.com/photos/tropicaliceberg
  18. 18. they‘re not all good @bigalittlea
  19. 19. 19 job title skillsage @bigalittlea
  20. 20. 20 sorta? back in the day? nope.
  21. 21. 21
  22. 22. 22 job title skillsage @bigalittlea
  23. 23. partner network @bigalittlea
  24. 24. 24 job function company name groups @bigalittlea
  25. 25. company size flickr.com/photos/joeshlabotnik/
  26. 26. 26 pick the right sized target • flickr.com/photos/imelda/
  27. 27. 27 bigger ask? pick bigger companies flickr.com/photos/donhomer
  28. 28. 28 right company size decision makers active = @bigalittlea
  29. 29. 29
  30. 30. 30 workplace broad category friends o friends @bigalittlea
  31. 31. great.
  32. 32. 32 workplace broad category friends o friends @bigalittlea
  33. 33. 33 workplace broad category age @bigalittlea
  34. 34. partner categories
  35. 35. 35 education age precise interests @bigalittlea
  36. 36. 36 right demographic has money active interest = @bigalittlea
  37. 37. 37@bigalittlea
  38. 38. 38
  39. 39. 39@bigalittlea
  40. 40. 40 keywords in timeline interest search results age gender blah @bigalittlea
  41. 41. similar to followers
  42. 42. 42 reach followers of competitors
  43. 43. 43 twtrland @mbwdimarco
  44. 44. 44@bigalittlea
  45. 45. 45 little bird @katypit
  46. 46. 46 find new influencers seer.is/littlebirdz @bigalittlea
  47. 47. 47 demographics pro (@mmstll)
  48. 48. 48@bigalittlea
  49. 49. 49 followerwonk @harrisneifield
  50. 50. 50@bigalittlea
  51. 51. find YOUR happy place
  52. 52. let‘s get weird
  53. 53. retargeting
  54. 54. 54 FBX = good*
  55. 55. 55 *…if you’re responsible
  56. 56. 56 twitter = yeesh.
  57. 57. custom audiences: a little funky flickr.com/photos/mckln/
  58. 58. 58 don't: dump your email list and go nuts
  59. 59. do: cross & upsell re-activate push flickr.com/photos/jflinchbaugh
  60. 60. extra stalky bonus trick
  61. 61. seer.is/jobbies
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