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How to make money from paid social
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How to make money from paid social


James Mortimer discusses how brands can make money from paid social campaigns

James Mortimer discusses how brands can make money from paid social campaigns

Published in Marketing
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  • 1. How to make money from paid social James Mortimer 15.07.2014
  • 2. #ixdisplay Who I am and what I do Introduction • Paid Social Analyst @ iCrossing • Here to help grow paid social offering • Based in Brighton • Work with media & content teams
  • 3. #ixdisplay • Fundamentals to client / agency relationship • Some good social campaigns • How to keep your accountants happy • They buying cycle and paid social What I’m going to cover Today
  • 4. #ixdisplay
  • 5. #ixdisplay (Compared to search) Advertising on social media is fairly new Facebook ads started in 2007 (same as iPhone) Twitter ads started 2011
  • 6. #ixdisplay
  • 7. #ixdisplay Or both? Branding or ROI?
  • 8. #ixdisplay
  • 9. #ixdisplay 276 RTs 160,000 visits to blog post explaining the stunt Lots of press coverage
  • 10. #ixdisplay
  • 11. #ixdisplay Most RT’d tweet of all time $1 billion (according to agency)
  • 12. #ixdisplay But what will your accountant think? These are all great PR
  • 13. #ixdisplay 1. Think beyond the like – look at bottom line 2. Channels and goals aligned 3. Targeting specific to content and goals 4. Good understanding of the buying cycle
  • 14. #ixdisplay The buying cycle
  • 15. #ixdisplay • Paid social is really good at this • Important to look at whole picture • Last click is a bad idea Awareness The buying cycle through social
  • 16. #ixdisplay • Go on Amazon and look at the ads on your Facebook • Targeting existing customers for up sell is good • Compare conversion from existing customers to new ones – social adds value here Remarketing through paid social works really well Retention
  • 17. #ixdisplay • Search is good because you spend X you get Y • Harder with display • Social is probably the hardest • Can work though • Paid Facebook ads for work nearly as well as search ads • Important to understand attribution process Facebook is good at this Direct response
  • 18. #ixdisplay • Paid social will make you money • It’s more than a PR and branding channel • Branding and engagement is good and paid makes this happen (but needs to be aligned with goals) • Tailor everything (goals, content and targeting) • Experiment! Paid social can make you money – need to be clever Summary