Putting The Social Back in Advertising — Matt Singley (Social Fresh WEST 2012)
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Putting The Social Back in Advertising — Matt Singley (Social Fresh WEST 2012)

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  • Intro Slide – 1 minute
  • Setup slide: 3 minutes
  • Buy your competitors keywords (Samsung bough iPhone, Obama bought “Literally”)
  • Goals and strategy discussion: 3 minutesDiscuss driving outbound vs. installs vs. page likes (and how to combine)
  • On Goals
  • Facebook: 3 minutes
  • Twitter: 3 minutesDisclaimer: not allowed to show screen shots of Twitter dashboardCaution: as Twitter advertising popularity grows we can assume a proportionate decrease in CTR and engagement
  • Buy your competitors keywords (Samsung bough iPhone, Obama bought “Literally”)
  • Carlos Tevez
  • Give away four tickets to the LA Galaxy's season home final on 10/28 against the Seattle Sounders and televised by ESPN
  • We have very viral items we know fans want, in a quick test on Carlos Tevez jersey.  Basically in a week we went from 300 Likes to over 2000 likes by setting up a Jersey campaign focused exclusively on fans of where Tevez Played.  Facebook recommended we make a .8 - 1.2 CPC, we ended up paying .04 CPC
  • We have very viral items we know fans want, in a quick test on Carlos Tevez jersey.  Basically in a week we went from 300 Likes to over 2000 likes by setting up a Jersey campaign focused exclusively on fans of where Tevez Played.  Facebook recommended we make a .8 - 1.2 CPC, we ended up paying .04 CPC
  • Buy your competitors keywords (Samsung bough iPhone, Obama bought “Literally”)
  • Cantasia challenge and goals: 3 minutes
  • This ad targets 5,978,300 users:who live in the United States35 years old and youngerwho like #Jewel Quest, zuma blitz, diamond dash, #Bejeweled, #Bejeweled Blitz, bejeweled blitz, bubble island, hotshot or bubble safari

Putting The Social Back in Advertising — Matt Singley (Social Fresh WEST 2012) Presentation Transcript

  • 1. Social Fresh WestPutting the SocialBack into SocialAdvertisingMatt Singley, CEO, Singley + Mackie@mattsingley@singleymackie
  • 2. 2 We have the pleasure of working with companies like these (and many others)!
  • 3. 33
  • 4. 4 Facebook vs. Twitter Social Advertising. For Pundits have been debating which is better (and which will last): Twitter or Facebook Both now have ever-evolving advertising platforms, and both can offer real success for an advertiser…or abysmal failure if you don’t know what to look for and how to measure success
  • 5. 55 Ads are now more than display…they are another form of social communication.
  • 6. 6 Goals • The one-size-fits-all advertising solution is a thing of the past • Are you trying to drive clicks, installs, conversation or Likes/Followers? • In to or out of the platform? • What KPIs matter to your boss? If you don’t know this, find out before you start.
  • 7. 77 Figure out where you want to go before you try to figure out how to get there.
  • 8. 8 Facebook What are Facebook ads good for? Base growth (number of Likes), long-term campaigns, low cost-of-entry What are Facebook ad challenges? Getting people’s attention. It’s a saturated channel for advertising.
  • 9. 9 Twitter What are Twitter ads good for? Base growth, immediacy of conversations, mobile users What are Twitter ad challenges? Prohibitively expensive for many companies, targeting
  • 10. 1010 Don’t feed the follower trolls. Instead, add value to your growing community through advertising.
  • 11. 1111
  • 12. 1212 SoccerWithoutLimits.com
  • 13. 1313
  • 14. 1414
  • 15. 1515$86.15 Spent1,700 New Likes$.05 CPA
  • 16. 1616 People tend to approach advertising like checkers, but excellent advertising is like chess; sometimes it’s even defensive.
  • 17. 1717
  • 18. 18 A Closer Look: Samsung’s Cantasia 1. Know your target audience. Look at Facebook Insights and your own internal demographic studies. Don’t target “everybody” 2. Divide and conquer. Make sure you are targeting ads for growth and action 3. Timing is everything. Research the timing of your campaign ads on both Facebook and Twitter 4. Don’t fall asleep at the wheel. Monitor your ad performance daily. If something isn’t working, turn it off then figure out why it didn’t perform
  • 19. 19 A Closer Look: Samsung’s Cantasia What are we trying to accomplish? Introduce a popular South Korean toy franchise to a U.S. audience through gaming Facebook or Twitter Ads? Facebook. Keep people in the channel, track installs and Likes
  • 20. 20 A Closer Look: Samsung’s Cantasia The results? With proper targeting, monitoring and “twisting the dials” we drove thousands of U.S. based game installs with an average CPI of just $0.61 What can we learn from this? • Targeting is everything • Don’t be afraid to turn poorly performing ads off • Kittens and puppies sell
  • 21. 2121
  • 22. 22 THANK YOU Questions or comments about what we have presented, or more information about social advertising solutions: • matt.singley@singleymackie.com • twitter.com/mattsingley • twitter.com/singleymackie • facebook.com/singleymackie