Paid media for PR pros:
Facebook & Twitter
Leslie Campisi
Managing Director, US
Hotwire Public Relations
June 2013
Today’s Goal
No more thousand-yard stares.
business.twitter.com
“Ad Products”
$5,000+
monthly spend
in US
business.twitter.com
“Ad Products”
Promoted Accounts
Promoted Tweets
facebook.com/business
/overview
facebook.com/business
/overview
Facebook Drops 'Sponsored
Stories' As It Pares Down Ad
Formats
Social Network Has 27 Ad
Pr...
Low(-ish)
price of
entry
Self-
serve
Analytics
First-
party
cred
“Un-
mess-
upable”
Fail fast
Common Ground
Promoted Accounts
(In my experience), much more
common in a consumer
context.
Promoted Tweets
Appear in mid-
stream, always clearly
visible who promoted
them and why you are
being targeted.
Promoted Tweets
Seasonal tie-in
As B2B as you can get!
Ads
Suggested Post
Sponsored Story (Mobile)
Further Reading…
Why Paid Media for PR?
• A rising tide lifts all boats
• Highly measurable
• Low barrier to entry/low risk
• The sign of a...
Why Paid Media for PR?
• Expand your definition of PR
• It’s all new – there are no experts
• Quantitative skills will rub...
Homework!
Crossover with mobile, location, native ads
?
Thank you
@lesliecampisi
+1 646 738 8961
leslie.campisi@hotwirepr.com
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter
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PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter

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I presented this deck at the PR News Content Marketing Bootcamp event in New York City in June 2013. I was asked to steer my commentary specifically toward paid marketing opportunities on Facebook & Twitter. It's a bit hard to follow without my commentary running alongside it. So, any questions, just shout!

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PR News Content Marketing Bootcamp: Paid Marketing on Facebook & Twitter

  1. 1. Paid media for PR pros: Facebook & Twitter Leslie Campisi Managing Director, US Hotwire Public Relations June 2013
  2. 2. Today’s Goal No more thousand-yard stares.
  3. 3. business.twitter.com “Ad Products” $5,000+ monthly spend in US
  4. 4. business.twitter.com “Ad Products” Promoted Accounts Promoted Tweets
  5. 5. facebook.com/business /overview
  6. 6. facebook.com/business /overview Facebook Drops 'Sponsored Stories' As It Pares Down Ad Formats Social Network Has 27 Ad Products But Will Cut That Number by More than Half in Next 6 Months
  7. 7. Low(-ish) price of entry Self- serve Analytics First- party cred “Un- mess- upable” Fail fast Common Ground
  8. 8. Promoted Accounts (In my experience), much more common in a consumer context.
  9. 9. Promoted Tweets Appear in mid- stream, always clearly visible who promoted them and why you are being targeted.
  10. 10. Promoted Tweets Seasonal tie-in As B2B as you can get!
  11. 11. Ads
  12. 12. Suggested Post
  13. 13. Sponsored Story (Mobile)
  14. 14. Further Reading…
  15. 15. Why Paid Media for PR? • A rising tide lifts all boats • Highly measurable • Low barrier to entry/low risk • The sign of a mature brand strategy • Great content deserves to be merchandised • Baby steps toward cross-functional PR/marketing/tech team • More than just social for social’s sake • Different strokes for different folks
  16. 16. Why Paid Media for PR? • Expand your definition of PR • It’s all new – there are no experts • Quantitative skills will rub off into other areas • The beginning of an adventure. Where will it lead you? • Be the hero with a last-minute save • This will appear on the quiz • Next time, you will be up here presenting instead of me
  17. 17. Homework!
  18. 18. Crossover with mobile, location, native ads
  19. 19. ?
  20. 20. Thank you @lesliecampisi +1 646 738 8961 leslie.campisi@hotwirepr.com

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