Advertising & Marketing in Social Media

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How advertising and marketing methods and strategies are implemented in social media.

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Advertising & Marketing in Social Media

  1. 1. ADVERTISING & MARKETINGIN SOCIAL MEDIAJULI PETERSON | IDENTITYPR.COM | @juliennecarrots
  2. 2. WHAT WE’LL COVER: o Social media: How businesses got here o Advertising in social media o Marketing in social media o Key components for every campaign o Questions and discussion2
  3. 3. http://www.flickr.com/photos/jesseshapins/4482198607 STATE OF SOCIAL MEDIA 3
  4. 4. FIRST CAME CUSTOMERS… People joined social network sites and started: o Interacting o Talking about brands and companies o Sharing opinions, interests and experiences o Giving reviews and recommendations4
  5. 5. BRANDS TOOK NOTICE… o Brands needed to go to where customers are talking. o Ability to learn more about customers and prospects. Through social media, brands and companies: o Connect o Engage o Listen o Learn o Grow their business5
  6. 6. INTEGRATION OF BUSINESS Now, almost every part of a business touches social media: o Sales o Marketing/Communications o Customer Service o Human Resources o Legal o Investor Relations6
  7. 7. SOCIAL MEDIA ADVERTISING7
  8. 8. SOCIAL MEDIA ADVERTISING Social media advertising focuses on paid space on a social networking site. o Ads focus specifically on generating traffic to a site where customers make a purchase or gain awareness about a product or service.8
  9. 9. TYPES OF SOCIAL MEDIA ADS o Facebook ads, promoted posts and sponsored stories o Twitter sponsored tweets o YouTube commercials o Website ads: pop-ups, banners, user registration, etc. o LinkedIn ads o Paid search engine ads: PPC and top ranks o Blog advertisements and blogger ambassadors o Mobile ads o QR codes9
  10. 10. EXAMPLE: FACEBOOK ADSDASHBOARD: SAMPLE AD 10
  11. 11. EXAMPLE: FACEBOOK ADS TARGET USERS o Location o Gender o Age o Interests o Likes STATS o Frequency o Reach o Click Through Rate (CTR) o Actions o Clicks11
  12. 12. SOCIAL MEDIA MARKETING12
  13. 13. SOCIAL MEDIA MARKETING Social media marketing focuses on increasing website traffic and visibility to promote sales. o Email marketing o Company blogs o Blogger brand advocates o Engaging customers in lifestyle storytelling o Community relations outreach campaigns13
  14. 14. EXAMPLE: FORD SOCIAL14
  15. 15. EXAMPLE: FORD SOCIAL BADGES – Graphic badges to display pride in different Ford products OUR STORIES – Tells Ford’s brand and lifestyle stories YOUR STORIES – Customers share their real-life experiences with Ford products YOUR IDEAS – Submit your ideas for products, green technology, safety, convenience, etc.15
  16. 16. FORD PLACES VALUE ON CUSTOMERINTERACTION16
  17. 17. DRIVE THROUGH THE NOISE o Your campaigns must stand out above the others. • Simple, engaging and unique. o Understand the channel and how to engage your audience. o Ads and campaigns must drive an action. • Clicks are currency.17
  18. 18. http://www.flickr.com/photos/95572727@N00/211566219/CREATE YOUR CAMPAIGN18
  19. 19. CREATING A CAMPAIGN  Determine goals and time frame.  Define your audience.  Define and allocate resources.  Create simple, engaging ad or campaign.  Provide call to action and destination.  Monitor and tweak if necessary.  Evaluate.19
  20. 20. KEY COMPONENTS20
  21. 21. KEY COMPONENTS OF ALLCAMPAIGNS o Understand the channels o Set goals and define related strategy o Capture usable data o Measure results o Listen and learn21
  22. 22. UNDERSTAND THE CHANNELS o Facebook: Visual and message-based platform • Gain likes and comments o Twitter: Single message platform • Drive news and share content o LinkedIn: Professional networking platform • Professional or educational, recruiting22
  23. 23. UNDERSTAND THE CHANNELS o Search Engines: Content search platform • People are looking for an answer – make your site be their answer. o Blogs: Message-based platform • Provide valuable/helpful information, tell the brand’s stories, demonstrate thought leadership. o Email Marketing: Message-based platform • Send out requested information and updates to customers/investors/leads.23
  24. 24. SET GOALS Set MEASURABLE goals that prove VALUE. EXAMPLES OF GOALS: o Drive purchases o Increase visibility or sharing o Growth of following o Connect with more customers o Lead generation o Capture target audience data o Increase positive sentiment24
  25. 25. CAPTURE DATA To understand your customers and effectiveness, you need to know who they are. o Where did they come from? o Where are they located? o What are their interests? o What are they looking at? o Why are they here?25
  26. 26. CAPTURE DATA o HOW TO CAPTURE DATA? o Email forms o Google Analytics o Social platform advertising o Third-party management and analytic platforms • HootSuite • TweetDeck • SproutSocial26
  27. 27. DATA: GOOGLE ANALYTICS27
  28. 28. DATA: GOOGLE ANALYTICS(MOBILE TRAFFIC)28
  29. 29. DATA: SYSOMOS (TWITTER)29
  30. 30. DATA: AUDIENCE & PRODUCTMENTIONS30
  31. 31. DATA: MESSAGES & KEYWORDS31
  32. 32. MEASURING SUCCESS WHAT DOES SUCCESS LOOK LIKE? o Conversions (sales and revenue) o Increased site traffic and more pageviews o More customer engagement with brand and/or peers o Increase in positive conversation online32
  33. 33. LEARNING NEVER STOPS o Social media is constantly evolving and changing every day. o Listening is critical: What do your customers want? o As your following grows, you will see what they like and don’t like through their interaction. o No two days or situations are the same.33
  34. 34. QUESTIONS &DISCUSSION
  35. 35. PHOTO CREDITS o Slide 3 – Social media landscape, Buddy Media: http://www.businessinsider.com/social-media-marketing-landscape- complicated-2012-5 o Slide 7 – Advertising: http://www.gabrielworks.com/services/internet- advertising/ o Slide 12 – Marketing: http://www.seevirtualrealestate.com/marketing/customer-reviews/ o Slide 18 – Building blocks: http://www.emmawaltonhamilton.com/the- building-blocks-of-plot-or-dramatic-arc/ o Slide 20 – Keys: http://www.locksmiths-phoenix.com/Locksmith_Service.html35
  36. 36. JULI PETERSONEMAIL: JPETERSON@IDENTITYPR.COMWEBSITE: IDENTITYPR.COMTWITTER: @JULIENNECARROTS

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