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
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
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• 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
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• 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
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• 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 reed.co.uk
work nearly as well as search ads
• Important to understand attribution
process
Facebook is good at this
Direct response
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• 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