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Creating a mix: Using Online Advertising to Effectively Support your Social Media Strategy - SMSS NYC - Social Media Strategies Summit
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Creating a mix: Using Online Advertising to Effectively Support your Social Media Strategy - SMSS NYC - Social Media Strategies Summit

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This presentation was for the Social Meda Strategies Summit in New York City (SMSS NYC). We go over how social ads can support a strong content strategy to drive awareness, leads and sales. View …

This presentation was for the Social Meda Strategies Summit in New York City (SMSS NYC). We go over how social ads can support a strong content strategy to drive awareness, leads and sales. View these slides to run more effective social ads.

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  • 1. CREATING A MIXUSING ONLINE ADVERTISING TO EFFECTIVELYSUPPORT YOUR SOCIAL MEDIA STRATEGYWednesday, June 12, 13
  • 2. Jeff GibbardPresident & Chief Strategist at True Voice MediaSpeaker, Blogger & CoachTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemediaThe PhiladelphiaSocial Business Agency@jgibbardMaking the Duck FaceWednesday, June 12, 13
  • 3. True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemediaThe PhiladelphiaSocial Business AgencyWednesday, June 12, 13
  • 4. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemediaThe PhiladelphiaSocial Business Agency#SMSSNYC@jgibbardWednesday, June 12, 13
  • 5. True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012ResourcesSlides, Links and Tools MentionedTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemediaThe PhiladelphiaSocial Business Agencytruevoicemedia.com/notesWednesday, June 12, 13
  • 6. Let’s Dive InWednesday, June 12, 13
  • 7. Wednesday, June 12, 13
  • 8. The Only WayYou Could REACHYour Audience WasWith Ads or PRWednesday, June 12, 13
  • 9. Wednesday, June 12, 13
  • 10. Wednesday, June 12, 13
  • 11. Wednesday, June 12, 13
  • 12. Wednesday, June 12, 13
  • 13. And For A While...It Was Good.Wednesday, June 12, 13
  • 14. It Wasn’t PERFECT...But It Was Good.Wednesday, June 12, 13
  • 15. ThenSomethingHappenedWednesday, June 12, 13
  • 16. People Stopped ListeningWednesday, June 12, 13
  • 17. They StartedSkipping TV AdsWednesday, June 12, 13
  • 18. They Stopped Reading PrintWednesday, June 12, 13
  • 19. They Stopped Trusting AdsWednesday, June 12, 13
  • 20. WhatHappened?Wednesday, June 12, 13
  • 21. Audiences FragmentedWednesday, June 12, 13
  • 22. Wednesday, June 12, 13
  • 23. Search Engine ResultsSocial NetworksTelevision Online VideoBlogsForumsPrinted PublicationsRadio Online RadioSearch AdsBillboardsSocial AdsOnline ReviewsLocation BasedRecommendationsAugmented RealityWednesday, June 12, 13
  • 24. There Are More Screens NowWednesday, June 12, 13
  • 25. It Got Very NoisyWednesday, June 12, 13
  • 26. The average Americansees an estimated5,000 advertisementsPER DAY!Wednesday, June 12, 13
  • 27. We’re MostlyTuned OutWednesday, June 12, 13
  • 28. BigBOLDStatementWednesday, June 12, 13
  • 29. Every Single Ad You RunIs A Waste Of MoneyWithout A Good StrategyWednesday, June 12, 13
  • 30. But...Wednesday, June 12, 13
  • 31. Today You’ll LearnHow To StopWasting MoneyBy Creating AnEffective MixWednesday, June 12, 13
  • 32. What you’ll learn today...★ What Social Ads are good for★ Why to use Social Ads★ How to use Social AdsWednesday, June 12, 13
  • 33. ...and if we have time★ Q&AWednesday, June 12, 13
  • 34. Let’s StartAt The BeginningWednesday, June 12, 13
  • 35. ForgetEVERYTHINGYou Know AboutAdvertisingWednesday, June 12, 13
  • 36. Most advertising isvery ineffectiveWednesday, June 12, 13
  • 37. Becausemost advertisersmake ads and do this...Wednesday, June 12, 13
  • 38. I Sure Hope We Get Some BusinessWednesday, June 12, 13
  • 39. So...Wednesday, June 12, 13
  • 40. We Need ToRETHINKThe ApproachWednesday, June 12, 13
  • 41. Ads Need To DriveACTIONWednesday, June 12, 13
  • 42. Ads Need To ProvideReal ValueWednesday, June 12, 13
  • 43. What AreAdsGood For?Wednesday, June 12, 13
  • 44. Here’s what ads are good for...★ Amplifying content & increasing reach★ Growing network sizeWednesday, June 12, 13
  • 45. Here’s what businesses want...★ More Awareness★ More Leads★ More SalesWednesday, June 12, 13
  • 46. Success WithSocial AdsDepends OnThingsWednesday, June 12, 13
  • 47. Know Your GoalsWednesday, June 12, 13
  • 48. Have A StrategyWednesday, June 12, 13
  • 49. Create Great ContentWednesday, June 12, 13
  • 50. Be Ready To AdaptWednesday, June 12, 13
  • 51. GoalsWednesday, June 12, 13
  • 52. What Do YouREALLYWednesday, June 12, 13
  • 53. ...and be honestWednesday, June 12, 13
  • 54. Are you trying toCapture Leads?Wednesday, June 12, 13
  • 55. Are you trying toRaise Awarenessabout a Product,Service or Event?Wednesday, June 12, 13
  • 56. Are you trying toGrow your audience?Wednesday, June 12, 13
  • 57. GOALS STRATEGYinformGOALS CONTENTinformWednesday, June 12, 13
  • 58. StrategyWednesday, June 12, 13
  • 59. What Do I Need ToDo To AccomplishMy Goals?Wednesday, June 12, 13
  • 60. Wednesday, June 12, 13
  • 61. Capture LeadsWednesday, June 12, 13
  • 62. Capture LeadsCreate Content They WantAmplify With AdTarget AudienceWednesday, June 12, 13
  • 63. Raise Awareness About XWednesday, June 12, 13
  • 64. Raise Awareness About XCreate Compelling ContentAmplify With AdTarget AudienceWednesday, June 12, 13
  • 65. Wednesday, June 12, 13
  • 66. WHAT Content WillCapture The AttentionOf My Audience?WHO Is MyTarget Audience?Wednesday, June 12, 13
  • 67. Ads Are JustAnother ToolWednesday, June 12, 13
  • 68. ContentMarketingWednesday, June 12, 13
  • 69. With Something ValueAds are more effective when youWednesday, June 12, 13
  • 70. The Tools OfContent MarketingWednesday, June 12, 13
  • 71. So, You’ve GotGoals, Strategy AndGood Content...Now What?Wednesday, June 12, 13
  • 72. Let’s Talk AboutSocial AdsWednesday, June 12, 13
  • 73. Wednesday, June 12, 13
  • 74. Why Use AFacebook Ad?Wednesday, June 12, 13
  • 75. Primary Uses for a Facebook Ad★ Amplify content to a target audience (Increase Reach)★ Get more page likes (Network Growth)★ Bring traffic to a custom tab (Lead Capture)Wednesday, June 12, 13
  • 76. Benefits of a Facebook Ad★ Highly Targeted: Age, Gender, Location, Interests★ Advertise to friends of fans★ Relatively low costWednesday, June 12, 13
  • 77. Amplify content★ Boost (Promote) a Post★ Boost (Promote) New Posts★ Sponsored Story: Page Post Story★ Sponsored Story: Page Post Like StoryWednesday, June 12, 13
  • 78. Get more page likes★ Page Ad★ Sponsored Story: Page Like StoryWednesday, June 12, 13
  • 79. Traffic to a custom tab★ Page Ad - points to tab★ Boost (Promote) a Post - points to tab★ Boost (Promote) New Posts - points to tab★ Sponsored Story: Page Post Story - points to tab★ Sponsored Story: Page Post Like Story - points to tabWednesday, June 12, 13
  • 80. Want Leads?Do ThisWednesday, June 12, 13
  • 81. Custom Tabwith Opt-inCreate adEmailMarketingWednesday, June 12, 13
  • 82. Custom Tabwith Opt-inCreate adEmailMarketingWednesday, June 12, 13
  • 83. Wednesday, June 12, 13
  • 84. Why Use ATwitter Ad?Wednesday, June 12, 13
  • 85. Primary Uses for a Twitter Ad★ Amplify content (Promoted Tweet)★ Grow Network Size (Promoted Account)Wednesday, June 12, 13
  • 86. Benefits of a Twitter Ad★ WIDE open!★ Can link to anywhere without affecting CPCWednesday, June 12, 13
  • 87. Be FlexibleWednesday, June 12, 13
  • 88. Being Flexible★ A/B Testing★ Try different Ad copy★ Try different Ad pictures★ Try different audiences★ Watch the data - Clickthrough Rate, Impressions, etcWednesday, June 12, 13
  • 89. Final ThoughtsWednesday, June 12, 13
  • 90. Ads Are JustTools To AmplifyContentFocus On TheContentWednesday, June 12, 13
  • 91. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemediaThe PhiladelphiaSocial Business AgencyTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemediaThe PhiladelphiaSocial Business Agency truevoicemedia.com | socialmediaphilanthropy.com | jeffgibbard.com | jgibbard.comResources: Slides, Links and Tools Mentionedtruevoicemedia.com/notesQ & AWednesday, June 12, 13