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    Social advertising Social advertising Document Transcript

    • Why one size does not fit all andhow you should approach each.
    • PAGE 2 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Executive summary...................................................................................................4Social ad network summary............................................................................................ 5Facebook....................................................................................................................... 7Learnings.........................................................................................................................................7Users want to stay in the network where possible...................................................... 7Facebook wants you to stay in its network.................................................................. 7Social ads perform better................................................................................................ 8Other best practices for Facebook advertising................................................................9Images and branding........................................................................................................ 9Title copy........................................................................................................................... 9Body copy........................................................................................................................ 10Calls-to-action................................................................................................................. 10Targeting........................................................................................................................... 11CPC vs CPM....................................................................................................................... 11Sponsored Stories: your opportunity for brand advocacy......................................... 12Sponsored Stories in the News Feed............................................................................12Sponsored Stories in mobile..........................................................................................13The Wildfire Storyteller application............................................................................ 14Managing your advertising mix.................................................................................... 14Twitter............................................................................................................................15Logistics......................................................................................................................................... 15Promoted Accounts.........................................................................................................15Promoted Tweets.............................................................................................................16Placement in Search........................................................................................................16
    • PAGE 3 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Placement in the Timeline..............................................................................................17Promoted Trends.............................................................................................................17Best practices for Twitter advertising................................................................................18Keep content fresh and engaging.................................................................................18Geography........................................................................................................................18Mobile................................................................................................................................18LinkedIn.........................................................................................................................19Logistics....................................................................................................................................19Best practices for LinkedIn ddvertising............................................................................20Imagery and branding....................................................................................................20Linking your title and copy to your audience.............................................................20Strong calls-to-action....................................................................................................20Running promotions to drive ad efficacy....................................................................21Weekly trends when timing your campaigns..............................................................21Targeting..........................................................................................................................22Optimization....................................................................................................................22
    • PAGE 4 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn What you need to know beforeyou jump into the detailsAs a marketer, you have likely dipped your toes into “social”waters, and developed a branded presence and audience.But have you mastered the art of moving that audience intoaction, or tapping into the incredible population of users inter-acting on social networks that have not yet joined the ranksof your brand’s community? It’s only in building an engagedaudience that you can tap into the holy grail of all advertising:“Word of Mouth (WOM) at Scale.”A new era in marketing is here, and the dividing line between what makes a good ad and whatinspires user engagement has all but dissolved. Going forward, an effective social ad strategymust pull in new fans and followers, and also optimize for the types of users that want to engagewith your brand for the long haul.In order to develop an ad strategy that results in long-term engagement, you have to developa campaign that plays off the existing, organic “rules of engagement” unique to each socialnetwork. After all, what inspires Susan to share your brand post on Facebook will be quitedifferent from what moves John to re-tweet your brand message on Twitter. However, the cluesto building an effective ad campaign on either network can be found by observing what contentand ad strategies engaged both Susan and John.In this report, Wildfire offers you a framework for understanding how users interact withpaid and owned content on Facebook, Twitter and Linkedin, and how to pay for thekinds of ads now that will lead to additional “earned media” later. Let’s start by looking atthe differences between social advertising on these platforms…
    • PAGE 5 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Social Network Ad SummaryIf we had to describe each social network with one word, what would it be?Facebook = ConnectionTwitter = InformationLinkedIn = ProfessionsSee how those differences play out in our “Social Network Ad Summary” Table below:Facebook Twitter LinkedInPurpose Connection Information ProfessionsConsdierationsfor Audience/Targeting1) Users want to stay innetwork (and Facebookcharges less for ads tointernal destination)2) Utilize social ads toleverage users’ intentto connect with friends/family1) Users expect fresh or“breaking news” content2) Target promotedtweets to Timeline ratherthan search3) Target only relevantgeographies duringinternational campaigns1) Users identify by theirprofessions – targetaccordingly2) For maximum ad efficacy,focus on targeting specificgroups of users, versus bytargeting members of LinkedIn“Groups,” as these groups caninclude a broader selection ofusers (which dulls the effectsof extensive targeting efforts!)Key ad units Sponsored Stories =highest engagementPromoted accounts,tweets, trends (note:“trends” are higher costand require a Twitterad rep)Two placements available –right hand side and bottom ofpageChannels/TimingNewly available: ads forNewsfeed and MobileStrong mobileconsumptionTraffic peaks Mondaysand Wednesdays; minimalweekend trafficUser traffic peaks duringworking hours— keep thisin mind when targetinggeographies and time zones
    • PAGE 6 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn After you consider the different “rules of engagement” on each network, it’s essential to think holistically about howthe individual parts of your user’s experience connect within one network. Specifically are you thinking about how thefollowing all connect?• your paid media (ads)• your owned media (branded destinations like your Facebook page and all the custom content you create for it)• your earned media (the viral reach being generated by users clicking, sharing and commenting on your content).In the not-so-distant past, marketers may have thought about and managed these three media types independentlyin social, but we are experiencing a sea change in our industry. Social networks like Facebook are reinventing tra-ditional “push advertising” in favor of a new concept of paid placement for quality content (i.e. in Facebook’s case“sponsored stories” that the user would have seen anyway, just higher up in the feed and more persistent).When your paid, owned and earned media are optimized together (through a virtuous cycle of testing and learning),you’ll decrease your advertising costs and have money left over to reach more new users! So please keep this con-text in mind as we dig into the specifics of ad optimization in the report ahead.SummaryWhen considering advertising on the different social networks, you should be aware of the dynamicsspecific to that network to ensure you receive the most bang for your advertising buck.In this report, you’ll learn specific best practices on the messaging, design, content, targeting, andoptimization of social ads on Facebook, Twitter and LinkedIn.
    • PAGE 7 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn FacebookWhat is Facebook’s relevance to you as a marketer and advertiser? According to VentureBeat,American users spend over 6 hours a month interacting on Facebook. And with over 900 millionmonthly active users, that’s a tremendous audience that has the potential to bump into yourbrand. In the US itself, Facebook will account for 6.5% of all online ad spending in 2012.Facebook’s ad revenues will swell more than 60% this year to reach $5.06 billion worldwide, af-ter posting growth of 68.2% in 2011 (according to eMarketer). Additionally, social ad (Facebookads with social context such as a “Like” button) click-thru-rates (CTRs) have improved by 18% in2011. This could mean that users are engaging more or ads are becoming more effective.So what should you consider with respect to Facebook advertising?Users want to stay in network where possibleWe see time and time again that users don’t like to be taken outside of Facebook. Studies have confirmed that incomparison to ads on Facebook that stay in-network, ads that drop the user outside of Facebook lead to significantlyhigher bounce rates.One study by SEOMoz confirmed that bounce rates from Facebook adsincreased 41% over the typical bounce rates from those brands’ websites. Inaddition, the users that stayed around the site after clicking through to it weremuch less engaged with the content: SEOMoz reported a 57% decrease intime spent on the site as compared to typical page visitors.Facebook wants you to stay in networkNo surprise here, but in addition to users reacting poorly to being dropped outside of Facebook after interactingwith an ad, Facebook itself appears to be incentivizing advertisers to grow their Facebook applications and Pages,with cost per click (CPC) campaigns that point to a page or tab within Facebook costing 29% less than thoselinking offsite.Facebook is intentionally charging more favorable rates to advertisers who keepusers inside the Facebook ecosystem, as this promotes what Facebook wants:more time spent on the network. This does, however, mean that you need to havea destination page or tab with engaging content to drive to; otherwise the efficacyyou have built into your ads will be lost when users are sent to an untargeted pagewith no follow-thru-action (like your Timeline home page, for example, if your adpromised something more specific, such as a special promotional code or item).41%higherbouncerates57% lesstime spenton siteCPC costs29% lesswhen in-network
    • PAGE 8 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Ultimately, you, as a marketer, want your paid media (ads), owned media(your branded destinations) and earned media (the additional share of voicefrom people commenting, sharing, liking your content) working togetherin the most efficient way, and staying in network with a dedicated landingpage tab enables this to happen.Check out our blog for more tips on content and engagement:http://blog.wildfireapp.com/Social ads perform betterThe core of the Facebook network centers around connection.People are there to connect with their friends and family, and theyalso want to discover what other users are doing.We see greater response rates when a brand’s message is pairedwith content that shows how a user’s friends or network haveinteracted with that brand. Essentially, your advertising messageincludes a trusted referral or endorsement from someone yourusers know.Gokul Rajaram, Facebook’s Product Director for Ads, confirmedthis. According to Rajaram, branded messages paired with asocial context result in a 68% higher ad recall and 4x greaterlikelihood that a viewer will purchase.Social ads are Facebook ads that are set up to includeFacbook graphic elements such as the “Like”button and listof friends who also liked the adBranded messages paired with a socialcontext result in a 68% higher ad recalland 4x greater likelihood that a viewerwill purchase.Note: due to the enhanced performance of social ads, wewill be focusing exclusively on this ad format for our report.Ads with no social context, which are ads that have no “Like”button or any tie-in with Facebook social data, can be used todrive user traffic outside of Facebook. While this strategy hasits time and place, we will not be covering it in this report. Afull breakdown of other types of ads Facebook offers can befound here: https://www.facebook.com/business/ads/
    • PAGE 9 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Other Best Practices for Facebook AdvertisingImages and BrandingYou have 99x72 pixels of image space available to you. Ads with people, andespecially close-ups of faces and eyes, tend to get a higher click through rate.Of course, it’s best to use an image that’s relevant to your ad. It’s best to uploadhorizontal (landscape) images to ensure you’re maximizing the space available inthe small size available. You don’t want to use a vertically oriented picture, whichleaves a gap of white space on the right hand side.Where possible (like when you have the space), include branding in your image.Only a tiny percentage of people exposed to your ad will actually click on it, butmany will see it (free impressions!) so it’s a great opportunity to maximize branding.Firenze Jewels, on the right, is a good example of strong branding with in the ad:Title CopyThe title copy of your advertisement is often a fixed feature. Facebook willautomatically pull in the title of your Fan Page, or the title of your app, to serve asthe title of your ad if you’re driving traffic to thoselocations. The one ad unit whereyou have control over the title is the ad that drives outside of Facebook (and hasno social plugins). While we don’t dive deeply into this ad format, one of the bestpratices when you have the option to change the title is to ask a question. Ques-tions automatically trigger readers’ subconscious or conscious minds to answer.If your question is compelling enough, they will want to click through to see theanswer. Another way to think of this is to try titles that will elicit some kind ofreaction from your audience, like making them laugh or think. And of course—keep it succinct and limit your titles to one line.This ad for Dillard’s demonstratesseveral best practices, including ahorizontal image orientation, a close-up of a face (as it is relevant to the adcontent), and a great call-to-action.Since Jun Group has opted to set this ad up to drive trafficoutside of Facebook, the ad can also have a customized Title.
    • PAGE 10 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Body CopyThe body copy of your ad should describe what you are offering and also convey why a user should pay attentionor care. By pairing your advertising with a compelling reason to click (e.g. access to deals or promotions such ascoupons, sweepstakes, contests, and giveaways), your ads will perform better. Facebook ad body copy is limited to90 characters, so brevity is very important.If you are targeting users based on certain “Likes & Interests” or demographic information, tie that information intoyour copy to make it feel more relevant for the user. For example, an ad targeting users living in Palo Alto, CA, willhook a user better if the words “Palo Alto” or “Bay Area” are in the copy.Calls-to-ActionA critical ad factor, that often gets missed, is having a strong call-to-action (CTA). It seems logical that a user shouldknow to click on an ad if they like it, right? Wrong. The truth is they aren’t likely to click unless they’re explicitly told.It’s a very strange phenomenon, but our learnings show that users respond to instruction, but will seldom act withoutit. That is why you’ll see a lot of “Click ‘LIKE’ if you enjoyed this” copy appended to posts within your News Feed.You don’t want users to be passive in their consumption of your content - passive consumption fails to generate thatsuper-valuable earned media.Ask people to click “Like”, “Comment” or “Click Here.” At Wildfire, we have seen up to a 4x increase in these typesof behaviors when there is a clear ask, whether it’s in a Facebook post, an ad, or even a promotion.All of the ads on this page have very specific calls to action within the body copy.
    • PAGE 11 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Targeting—balancing relevance with reachFacebook lets you finely target which groups of people should see your ad.You can target ads based on users’ profile information, such as age, gender,location, college, relationship status, and interests. You can target those whoare fans of your company’s Facebook page or friends of your fans. Or you canavoid your fans altogether, if your goal is growing your base with new, “never-before-seen” users.Of course, by targeting very specifically to a group, you can increase the effec-tiveness of your ad, but be careful to balance this with a broad enough audiencereach to ensure enough people see your contentCPC vs CPMAd prices on Facebook are determined by auction. You can pay based on cost-per-impression (CPM), which is the number of times people see the ad, or oncost-per-click (CPC), the number of times people actually click on it. Most ad-vertisers choose CPC, but it is worth testing both options to see which is moreaffordable.One way to optimize a campaign for reach and spend is to blend a CPC andCPM approach. You start by running a series of ads on a CPC basis (note: youwill need a person, or a service, to monitor results frequently). Once you’ve spent 48-72 hours optimizing your ads forthe lowest CPC (by pausing the ads that performed poorly and reallocating the budget to better performers), you’llhave a good idea of what exact ad (copy, image, title, CTA) works best for your target demographic.Then, you can pause the CPC campaign and re-launch that very same ad on a CPM basis, to the samedemographic. Assuming it continued to be popular and engaging to the same demographic, you’d be getting themost “bang for your buck” by optimizing the ad first, then launching it in a way that was cheaper to serve.Note: Facebook defines“Reach” as “the count ofpeople who have seen any-thing associated with yourpage over a given length oftime”. One effective way tounderstand if your targetingand demographic profilesare effective is to test avariety of campaigns acrossa selection of demographicbuckets. This way, you cansee if your ad resonatesdifferently across varioustypes of users, while main-taining your message’s widecoverage.
    • PAGE 12 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Sponsored stories are an opportunityfor unprecedented brand advocacySponsored Stories are posts from users on Facebook that a busi-ness, organization or individual has paid to highlight on other users’pages. Facebook calls these ads “a way to create organic andscalable word of mouth.” They are the only ad unit thatFacebook has integrated into the newsfeed. Sponsored Storiesare just one type of ad unit on Facebook, but one that is receiving alot of attention because it consistently outperforms other ad types.Facebook Ads API service provider TBG Digital has revealed thatin a 10-day, 3-client, 2 billion impression test, Facebook’s newSponsored Stories ad units received a 46% higher click throughrate, a 20% lower cost per click, and an 18% lower cost per fanthan Facebook’s standard ad units.Facebook is increasing the span of coverage achieved bySponsored Stories. Starting in January 2012, Facebook graduallybegan showing Sponsored Stories social ads in the main NewsFeed of the web version of the site. Considering that users spendup to 27% of their time on Facebook reading through the NewsFeed, this is an enormous opportunity to capture users’ attention(ComScore, 2012).Note: there are seven types of Sponsored Story ad units. You canread about them all here: http://ads.ak.facebook.com/ads/Face-bookAds/Sponsored_Stories_Guide_042511.pdfSponsored Stories ad units receiveda 46% higher click through rate, a20% lower cost per click, and an 18%lower cost per fan than Facebook’sstandard ad units.Logistics of Sponsored Storiesin the News Feed• Ads will be marked “Sponsored” at thefoot of the post.• Facebook is imposing a rate limit forappearances of a Sponsored Story in auser’s News Feed, ensuring that eachuser will see only 1 per day. • Users will only see stories about friendsor pages that they already like.• Users cannot opt out of seeing SposoredStories in their own feed or having theiractivity turned into Sponsored Stories inothers’ feeds. That’s 901 million activeFacebook users having potentiallysponsored conversations about brands—an awful lot of mouths creating WOM!
    • PAGE 13 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Sponsored Stories for mobileSponsored Stories are not only set to be the first ad units to appearwithin the Facebook News Feed; they are also the first units to bereleased to the mobile Facebook platform! And with 55% of activeFacebook users (~500MM) accessing the network from their mobiledevices, advertisers utilizing Sponsored Stories in their advertisingmix will have exclusive access to a majority of Facebook consumerswho may not have otherwise seen their ads.If you want to try Sponsored Stories for your brand, you have todo something crucial first: you must generate conversations andcontent (i.e. user activity) on your brand page so you have organicstories to use for a Sponsored Stories campaign.The Wildfire Storyteller applicationOne way to do this is with the Wildfire Storyteller app. Using theWildfire Storyteller app, you can create a tab in your Facebook Pageto ask your users fun and engaging questions about your brand. Youcan then set up an entire customized Facebook Feed Story that getspublished alongside that user’s generated response. This feed storyis especially powerful in that you can include a branded video orimage with the story and you can also customize the feed story title,URL and description.For example, a coffee brand couldask about how people prefer to gettheir caffeine fix. The ad generatedfrom the response would includeyour friend’s name and their com-ment, but it could also include a linkto a daily coupon which users couldpass on to their friends.At Wildfire, we recently integratedAdaptly into our Social MarketingSuite. Adaptly is an ads managementtechnology that allows you toautomatically optimize ads insteadof manually testing for the best-performing ads. It’s some seriouslyadvanced tech.The idea is that you load up aselection of creative assets (titles,images and body copy), and Adaptlywill launch and run through everyconceivable permutation of theoptions, all the while optimizing for aspecific performance result. Thetechnology will actively launch ads,assess their performance in real-time,and immediately pause poor perform-ers while reallocating budget to thestars in order to maximize the efficien-cy of your campaigns according tothe performance metrics you set (e.g.cost-per-action or cost-per-fan).We can’t wait for you to try it!We are excited about this for tworeasons:1) It helps marketers optimize their adbudgets while reducing time spentwith manual ad building.2) You can now optimize your adswithin Wildfire’s same holistic platformwhere you manage the rest of yourpaid, owned and earned media.55% of activeFacebookusers accessthe networkfrom theirmobile devices
    • PAGE 14 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn You can see the Storyteller app in actionon the Facebook tab in these images.Managing your advertisingmixBecause we believe that social adssignificantly enhance your ads’ per-formance in driving engagement, wehave covered them in great detail in thisreport. It is worthwhile to note howeverthat it is important to balance fan growthads (Marketplace Ads) with engage-ment-focused ads (Sponsored Stories)in your advertising mix.Marketplace ads can be targeted atnon-fans hence you can expect higherreach with Marketplace Ads due tobroad targeting beyond your existingfans or friends of fans. On the otherhand, you can expect better conversionsthrough Sponsored Stories due to WOMbenefits shown in the ad units. A combi-nation of these formats working togetherwill maximize your reach and effectivenesswhile keeping costs as low as possible.The Storyteller app is used to start a conversation around customer prefernces at theJava Bean CafeOnce a user inputs an answer, each answer is conversted into a potential sponsoredby story, but with the page administrators pre-set image, custom links, anddescriptive text.
    • PAGE 15 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn TwitterTwitter has been the focus of much hype because of its addictive, real time information broadcasting, particularly inthe global political arena.It has 140 million monthly active users but those users, who are doing a broad range of activities on Twitter. Twitter isa less mature advertising platform than Facebook, rolling out advertising functionalities for brands in 2010. Uptake byadvertisers, however, has grown very fast. With the introduction of Twitter Brand Pages in 2011, more advertisers areinvesting ad budgets in the network. In fact, according to eMarketer, you can see that from Mid 2011 thru 2012,the number of companies on Twitter jumped four-fold. In addition, advertising revenue on the network is steadilyincreasing.Use Promoted Accounts to boost your follower rateand build your baseA “Promoted Account” a type of ad that is featured within search resultsand within the “Who To Follow” section on user’s Twitter pages, which helpsfollowers discover new businesses, content, and people on Twitter. The rec-ommendations are made based on the Promoted Accounts that are mostlikely to appeal to a user.Twitter’s ads marketplace is less mature than Facebook’s.(eMarketer)However, it has come up to speed with advertisers very quickley.(eMarketer)MetroPC is promoted as an account to fol-low, together with two organically selectedaccounts.
    • PAGE 16 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Promoted TweetsUse Promoted Tweets to extend your reach to a broader audience and be in the right place at the right time.Promoted Tweets can be targeted to show up at the top of search results, or to show up on user timelines.Placement in SearchPromoting Tweets to Search, while it seems like afamiliar strategy (in its striking resemblance to SEM)is not a very effective way to achieve high engage-ment or interaction with Twitter users. Generally,users aren’t on Twitter to search (it’s not typicallyaligned with their Twitter engagement behavior). Atcertain times, however, piggybacking your keywordsagainst #hashtags and trending topics can have asignificant impact.For example, if people are talking about #earthdayand you sell biodegradable containers, you areable to advertise against #earthday to have yourpromoted tweet show up at the top of resultingsearches, thereby inserting your ad messaging intothe conversation about the Earth day event.
    • PAGE 17 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Placement in the TimelineThe second option is targeting tweets to the Timeline. As you are aware, Twitter is 100% chronological. This meansthat it is likely many of your followers are regularly missing your tweeted content because they weren’t online to readit at the same time you were there to write it, and by the time they did scan their feed, your content was replaced withmore fresh items posted by the other accounts they follow. Promoted Tweets targeted to users’ timelines appear ator near the top of their timeline when they log on or refresh their homepage, no matter what time it is. They can betargeted to your followers, so you can make sure they see your tweeted content anytime, or people that are similarto your followers. You are essentially paying for persistent visibility of your content.Targeting to timeline is vastly more effective and engaging as people’s natural behavior is to read through their feed:• targeting followers puts your message in front of your brand advocates, who will hopefully re-tweet on yourbe half, perpetuating your content for you.• targeting users like your followers extends the reach of your campaign and brand to additional users whoare likely to be receptive to your message, based on demographic and psychographic similarities to yourexisting followers.Promoted TrendsUse Promoted Trends to ramp awareness and drive buzz andengagement by being featured as a “trending topic” at the topof the Trends list on Twitter’s homepage.A Promoted Trend gets massive exposure as it is placed nextto the hottest topics of the moment, and is optimally placed forkick starting or amplifying a conversation. The Promoted Trendfunctionality is currently in Beta, and it comes with a significantprice tag (approximately $120,000 for 24 hours), so contactyour Twitter rep for more details. AMC purchased the promoted trend “The Walking Dead” toptomote the popular show.Note: you are likely to see far higher numbers of“qualified fans”, i.e. those who are truly interested inyour product or service, when you target to a geogra-phy where your product is available rather than openingit up to regions where you don’t have a presence. If youdon’t pay attention to geographic targeting when youset up your Twitter campaigns, you may inadvertentlyblow through your budget very quickly to produce lowquality results.
    • PAGE 18 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Best Practices for Twitter AdvertisingKeep Content Fresh and EngagingOne of the core concepts of the Twitter platform is the dissemination of what’s happening/news and real timeinformation. As you can imagine, freshness of content is important. As a result, it is critical to refresh and re-promotenew tweets regularly.Marketers are seeing engagement numbers reach up into the single digits for Twitter advertising (which is muchhigher than the average 0.02% for online advertising in general).Advertise by GeographyTwitter’s geographic targeting allows you to increase the relevance of your campaign by targeting your message to aspecific geography. This results in boosted engagement rates because of relevance.Mobile advertisingYou’ll be heartened to hear that both Promoted Accounts and Promoted Tweets are rolling out on Twitter mobile. As55% of Twitter’s monthly active users access the information network via mobile devices, mobile is really where thenew money is waiting to be made.Additional targeting can only benefit advertisers, because you get more bang for your buck by allowing morespecificity through being able to select certain mobile OS’s to have your promoted items show to:
    • PAGE 19 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn LinkedInLinkedIn is commonly known as the “Professional” social network.According to LinkedIn, the network has a higher composition ofhigh income earners, business decision makers, and college orpost-college graduates than other leading social media networks.Additionally, with 150 million monthly activeusers, LinkedIn serves as a powerful venue forcompanies seeking to interact with customers andprospects, build positive brand awareness, anddrive revenue. Consider the latest statistics:• Approximately two professionals signup to join LinkedIn every second• Executives from all Fortune 500companies are LinkedIn members• More than 2 million companies haveLinkedIn Company Pages.Interestingly, LinkedIn, which has lower ad revenues and a lowergrowth rate overall than Twitter, is getting an increasingly greatershare of its ad dollars from outside the US. This year, when thesite will see $226 million in ad revenues, a 46.1% increase over2011, 32% of that money will come from abroad. But, by 2014, itis anticipated that US advertisers will account for 60% of LinkedIn’srevenues of $405.6 million, according to eMarketer estimates, dueto a stronger-than-expected advertising program on the site.Logistics:• There are two placement areas forAds –the right bar and bottom ofthe page• Market place ad units are identifiedby the phrase “Ads by LinkedInMembers”• Ad units are composed of image,title, body and source of the ad unit- Image- Title = 25 characters max- Body = 75 charters max- Source = Citation of advertisingcompany
    • PAGE 20 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Imagery and BrandingSince there is such a small amount of space to play with (50 pixels wide by 50 pixels high), images should be cleanand minimal. Do not use an image composed solely of text, and be sure that the contents of your image are readableat this size.As on Facebook, include an image with your ad that’s relevant to what you offer. A best practice is a version of yourlogo or mascot. Anecdotally, images of smiling professionals also tend to perform well.A tip— the LinkedIn background color is white, so images with bright colors are more likely to capture the attention ofyour audience.Link your title and copy to your audienceAs mentioned, LinkedIn is job related so people identify heavily by profession and industry. Take advantage of this bycreating ads and copy that are targeted by title, (e.g. have the term “CEO’s and Co-Founders” in the title of the ad) asthis calls out specific users and increases their likelihood of paying attention. On LinkedIn, like on Facebook, ques-tions in the title can work well.Have a strong CTA and keep it briefInclude strong call-to-action phrases like Try, Download, Sign up, or Request a Quote.
    • PAGE 21 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Consider running promotions to drive ad efficiencyOur initial tests show that running a Wildfire promotion in connection with a LinkedIn advertising campaign candouble ad click-through rates and decrease cost per lead by more than 60%. Additionally, our tests have shown thatthe viral sharing rate for LinkedIn users can be up to several times higher than on other leading social networks.Consider weekly trends when timing your campaignsIt’s no surprise, but weekend activity is very low on LinkedIn. Monday mornings tend to see increased impressionsand click volume traffic grows through Wednesday. As a result, always try to launch new campaigns at the beginningof the week, in line with weekly traffic trends.Additionally, activity on LinkedIn is highest during business hours. Keep this in mind when targeting ads bygeographic region— their time zone will also determine their business hours, which is another reason to segment onead campaign into many variations (like by time zone).GIA paired a LinkedIn promotion with an adversting campaignand saw a 60% lowered cost per lead.
    • PAGE 22 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn OptimizationLinkedIn will average the CTR of all ads in a campaign tocreate your overall quality score. The higher the quality score,the higher likelihood of your ad being served in the future.It’s important to know that the auto-optimize feature inLinkedIn pauses campaigns that are generating less than0.025% CTR. If your CTR is lower than 0.025%, create andtest several additional ad variations. LinkedIn recommendsthat you create at least 3 different ad variations for optimiza-tion and you can create up to 15 within a single campaign.You can also try narrowing your target audience so thatyour ad becomes more relevant and receives more clicks.Tip: It is not as effective to target LinkedInmember groups, as these can include userswho are not necessarily part of your desiredtarget audience.TargetingLinkedIn provides robust targeting parameters:- Age and geographic region- Company title- LinkedIn member groupsIf your CTR islower than 0.025%,create and testseveral additionalad variations.In Summary:This report has covered a multitude of best practices inrelation to the different social networks across imagery,copy, calls-to-action and targeting. In addition to these,three key takeaways we recommend you remember are:1) Engagement rates vary by network. Build this into yourexpectations and measurement framework. You canexpect to see 0.05% on Facebook, 1% (and hopefullymore) on Twitter, and 0.025% on LinkedIn.2) A strong call-to-action (CTA) is universally importantacross the different networks – don’t expect users toknow what you want them to do. Be specific.3) Think holistically about the entire experience you present to users. For example, once you have created ahigh performing, optimized ad creative, are youdelivering the best post-click experience possible?Does your landing page or destination seamlesslyreinforce your ad message? Is it intuitive and welldesigned? Does it maximize social sharing of yourcontent through built in stream stories and sharingcapability? Ensure you have your paid, owned andearned activities working together.
    • PAGE 23 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn Sources:http://partner.linkedin.com/ads/bestpractices/index.html#adshttps://business.twitter.com/en/advertise/https://www.facebook.com/advertising/http://ads.ak.facebook.com/ads/FacebookAds/Pages_Overview.pdfhttp://www.mediabistro.com/alltwitter/mobile-twitter-ads-smart-phones_b21191http://www.seomoz.org/ugc/three-pitfalls-that-every-smb-should-avoid-on-facebookhttp//:EMarketer.comhttp://press.linkedin.com/abouthttp://www.emarketer.com/Article.aspx?R=1008858http://www.emarketer.com/PressRelease.aspx?R=1008806
    • Redwood Cityinfo@wildfireapp.com(888) 274-0929New York Citysales.ny@wildfireapp.com(646) 503-2166Los Angelessales.la@wildfireapp.com(310) 280-2098Chicagosales.chi@wildfireapp.com(312) 496-7971Londonsales.eu@wildfireapp.com+44 (0)20 7189 8344Wildfire is a powerful, easy-to-use socialmarketing platform to grow, engage andmonetize your audience across social networks.Learn how we can help you today!888-274-0929 ext 2SIGN UP NOW