Primer on paid social media

1. Michael Durwin
ATTENTIONATTENTION
Michael
PAYING
For
#PRPaidSocial

2. Michael Durwin
DURWIN
MICHAEL
INNOVATION, DIGITAL &
SOCIAL MEDIA STRATEGIST

3. Michael Durwin
1
SOCIAL MEDIA CAMPAIGN:
1995
BRAND FAN PAGE
WEBSITE VIDEO
BRAND MYSPACE PAGE
BRAND VIDEO ON YOUTUBE
CHARACTER TWITTER
INVENTED POTENTIAL
HUMAN REACH™
ST

4. Michael Durwin
BERMUDA TOURISM•HBO•
MASSGENERALHOSPITAL•
STOLI•NBC•AMAZON•SFO•
MICROSOFT•COCACOLA•
ABCNEWS•BOSTONBRUINS•
DECATHLONSPORTS•ESPN•
DISNEY•REEBOK•FOX•NATGEO•
AMC•CMEGROUP•HOMEDEPOT
BLUECROSSBLUESHIELD•
DELOITTE•COMCAST•JJILL•
FOODNETWORK•MDA•THULE •
PARTNERSHEALTH•NOKIA•
NATUREPUBLISHING•FIDELITY•
NEWBALANCE•BIOGEN•AMEX

5. Michael Durwin
ADS?ADS?
Michael
Why Oh Why
Must We Do
#PRPaidSocial

6. Michael

7. Michael Durwin
42%
16%
6.5%
2%
ORGANIC REACH:2012-2016
#PRPaidSocial

8. Michael Durwin
IMPRESSIONS:THE NUMBER OF TIMES YOUR
ADS WERE VIEWED*.

9. Michael Durwin

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11. Michael Durwin
IMPRESSIONS:DID YOU SEE ALL 6 ADS AND
2 PIECES OF SPONSORED
CONTENT? NO? THEY WERE
STILL COUNTED AS
IMPRESSIONS.

12. Michael Durwin
CPM:THE AVERAGE COST FOR
1,000 IMPRESSIONS.

13. Michael Durwin
CTR:THE TOTAL NUMBER OF CLICKS
RECEIVED DIVIDED BY THE NUMBER
OF IMPRESSIONS.
TOTAL CLICKS
TOTAL IMPRESSIONS X 100

14. Michael Durwin
SMARTINSIGHTS.COM
#PRPaidSocial

15. Michael Durwin
#PRPaidSocial

16. Michael Durwin
.17% VS 9.2%
AVERAGE CTR:
#PRPaidSocial

17. Michael
Brand
Followers’ Followers
Followers
#PRPaidSocial

18. Michael
LAUNCH & ANALYZE
ANALYZE & LAUNCH
FACEBOOK ADS
INSTAGRAM ADS
PROMOTED TWEETS
LINKEDIN ADS
DIGITAL ADS
FACEBOOK PROMOTED POSTS
PROMOTED PINS
#PRPaidSocial

19. Michael
Facebook Twitter Instagram
Demographic
58% Female
34% are 18-29 years old
Activity
829 million daily active
users
654 million daily active
mobile users
Demographic
50% Female
45% are18-29 years old
Activity
646 million daily active
users
43 million daily active
mobile users
Demographic
68% Female
37% are 18-29 years old
Activity
Time on site: 257 min/mo
60 million photos posted
per day
200 million monthly active
users

20. Michael
LinkedInSnapchatPinterest
Demographic
80% Female
33% are 18-29 years old
Activity
Avg time on site: 64.67
min
2.5 billion page views/mo
64% of Pinterest users
perform a Pinterest-
inspired activity monthly
Demographic
70% Female
23% are 18-29 years old
Activity
Snapchat Stories get 1
billion views per day
Content skews toward
“in-the-moment” self-
promotion or humor.
Reaches 41% of 18-34
year olds
Demographic
1/3 are not employed
Largest user group by age:
30-49
56% Male
48% in decision-making
roles
Activity
2 new members per
second
467 million users
48% check in once a day

21. Michael Durwin
ADSADS
Michael
Types of
Social Media
#PRPaidSocial

22. Michael
#PRPaidSocial

23. Michael
U.S. Virgin Islands
So nice
#PRPaidSocial

24. Michael
#PRPaidSocial

25. Michael
#PRPaidSocial

26. Michael
#PRPaidSocial

27. Michael
#PRPaidSocial

28. Michael
#PRPaidSocial

29. Michael
#PRPaidSocial

30. Michael
#PRPaidSocial

31. Michael
#PRPaidSocial

32. Michael Durwin
ADAD
Michael
Creating A
Facebook
#PRPaidSocial

33. Michael
#PRPaidSocial

34. Michael Durwin

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48. Michael Durwin
SECRET TO SUCCESS:
DAILY MONITORING
SHORT CAMPAIGNS
CONSTANT OPTIMIZATION
LONG-TERM COMMITMENT
STICK TO MY PROPRIETARY CALENDAR

49. Michael
What Optimization Gives You: Facebook CTR
CTR
0
2.5
5
7.5
10
0.74
1.2
1.94
1.47 1.17
1.81
4.33
7.91
7.53
8.02 8.18 8.45
7.72
8.35
7.98
9.96

50. Michael
CPC
0
0.35
0.7
1.05
1.4
1.32
0.57
0.5
0.43
0.38 0.35
0.16
0.08
0.17
0.05 0.03
0.11
0.03 0.05 0.05 0.02
What Optimization Gives You: Facebook CPC

51. Michael Durwin
QUESTIONS?QUESTIONS?
Michael
Do You
Have
#PRPaidSocial

52. Michael Durwin
THANK YOU
MICHAEL DURWIN
MDURWIN@GMAIL.COM