Social media advertising #SMBClub The Social Media Business Club 18 Dec 2013

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Social media advertising #SMBClub The Social Media Business Club 18 Dec 2013

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Social media advertising #SMBClub The Social Media Business Club 18 Dec 2013

  1. 1. Social Media Advertising – An Overview A Bit About The Social Media Business Club….. The Social Media Business Club’s mission is: - Helping businesses and individuals gain the maximum benefit from social media through collaboration, knowledge, skills and access to the industry’s excellence.
  2. 2. Social Media Advertising – An Overview A Bit About The Social Media Business Club….. The Social Media Business Club’s focus is: - Enabling businesses to do better business by bringing social media to the heart of their culture.
  3. 3. Social Media Advertising – An Overview A Bit About The Social Media Business Club….. The Social Media Business Club will meet here in London every third Wednesday of the month. There will also be #SMBClub events in Bristol, Birmingham, Manchester, Leeds and Nottingham through 2014. Top speakers from the specialist areas of social media business and social media marketing. At the events we are focusing on three things – Quality networking | learning from top speakers and each other | Fun and club team building.
  4. 4. Social Media Advertising – An Overview A Bit About The Social Media Business Club….. A wide range of sites and tools to help you in your business. At the end of 2014 we will be holding a focused exhibition here in London. Membership packages with tangible benefits that will help your business.
  5. 5. Social Media Advertising – An Overview A Bit About The Social Media Business Club….. On The Social Media Business Club LinkedIn, Facebook, Google +, Twitter, blogs and portal sites you will find: The Social Media Business Club Buzz. Social media events listings. Free social media Business Suppliers Directory. Helpful how to, posts, blogs, tips and hints.
  6. 6. Social Media Advertising – An Overview A Bit About The Social Media Business Club….. A place to post and bid on social media business and marketing projects. The social media business / marketing projects site has a mobile app too. Social media business / marketing jobs. A host of training from sponsors, members and suppliers
  7. 7. Social Media Advertising – An Overview Social media and how it fits into the marketing mix?……. Social media is part of the marketing mix and needs to be mixed relevant to your target market. Social Media Advertising is one tool in the social media mix and should be mixed appropriately.
  8. 8. Social Media Advertising – An Overview Social media and how it fits into the marketing mix?……. Why use social media? What are you looking to achieve? Who is your target audience?
  9. 9. Social Media Advertising – An Overview Social media and how it fits into the marketing mix?……. What is the theme for the campaign activity? What are the social media channels and tactics?
  10. 10. Social Media Advertising – An Overview Social media and how it fits into the marketing mix?……. Although the campaign featured prominently in offline media, including newspapers, outdoor advertising and local radio, what really stood out was the use of online media, especially social media via YouTube and the excellent video and song.
  11. 11. Social Media Advertising – An Overview Social media and how it fits into the marketing mix?……. This campaign used (newspaper, outdoor advertising), owned (website, mobile app) and earned (Tumblr, YouTube video, song) media can be used together in an integrated way
  12. 12. Social Media Advertising – An Overview Social media advertising, the early days……. In the early days a social media campaign meant letting people know you were on Facebook. Over the past few years, this has changed. Today social campaigns meet and sometimes even exceed their traditional forms of online advertising.
  13. 13. Social Media Advertising – An Overview Social media advertising, the early days……. The evidence suggests eMarketer that brands can profit from well-executed social campaigns A 2012 study by Millward-Brown showed a direct correlation between a company's success and how well it uses social media.
  14. 14. Social Media Advertising – An Overview Social media advertising ecosystem – an overview……. Social networks like Facebook,Twitter & others are frequented by millions of consumers. The ad products offer targeting by a number of variables such as demographics, social connections, interests, and habits.
  15. 15. Social Media Advertising – An Overview Social media advertising ecosystem – an overview……. Research from BI Intelligence shows increase in social media ads on Facebook and Twitter, with Tumblr as an emerging as an ad medium. Mobile is an important part of this story as mobile-friendly and native ad formats fuel growth in the market.
  16. 16. Social Media Advertising – An Overview Social media advertising ecosystem – an overview……. The lure of social media advertising is massive and is set to explode. Increased mobile integration is a huge growth driver.
  17. 17. Social Media Advertising – An Overview Social media advertising ecosystem – an overview……. Pay Per Click (PPC) advertising This is the most common paid method for boosting visibility online. PPC promotes content online that attracts clicks from users—when a user clicks on the ad, the marketer pays per click. There are two types of PPC ads: search and content.
  18. 18. Social Media Advertising – An Overview Social media advertising ecosystem – an overview……. Search PPC This requires the marketer to select specific Keywords. The most common ad exchange is Google Adwords, but there are many others including Bing Ads by Microsoft. You must pay each time an ad is clicked - Keyword selection is key.
  19. 19. Social Media Advertising – An Overview Social media advertising ecosystem – an overview……. Search PPC Traditionally, paid ads often drive to a company’s product page or e-commerce site, paid social advertising tends to promote content. Why does this work? Readers are more inclined to click on useful or informative content over blatant promotions.
  20. 20. Social Media Advertising – An Overview Social media advertising ecosystem – an overview……. Content PPC Ads appear as content on sites, often underneath similar articles. Many different ad networks have harnessed content PPC such as Outbrain, Gravity, Clicksor, And OneSpot.
  21. 21. Social Media Advertising – An Overview Social media advertising ecosystem – Facebook……. Promoted Post Sponsored Stories Domain Ad Page Post Ad
  22. 22. Social Media Advertising – An Overview Social media advertising ecosystem – Facebook……. Facebook - users love interactive content. Innovative methods for visual content distribution such as contests fuel engagement on Facebook. 1.5. billion monthly users has led to 67% of B2C companies and 41% of B2B companies acquiring a customer from Facebook. In 2013 74% of all marketers indicated that Facebook is the most important channel for their social lead generation plan.
  23. 23. Social Media Advertising – An Overview Social media advertising ecosystem – Twitter……. Promoted Tweets Promoted Trends Promoted Accounts
  24. 24. Social Media Advertising – An Overview Social media advertising ecosystem – Twitter……. Twitter - 69% of B2C marketers and 80% of B2B marketers use Twitter to distribute content, in 2013. Consider tweeting out content that lives on your website or blog in order to drive traffic back to your site. You should balance between links to content and conversational tweets.
  25. 25. Social Media Advertising – An Overview Social media advertising ecosystem – LinkedIn……. Sponsored Updates Display Advertising Sponsored InMail B2B LinkedIn advertising article on B2B Magazine website
  26. 26. Social Media Advertising – An Overview Social media advertising ecosystem – LinkedIn……. LinkedIn - Create your own LinkedIn group. Share relevant, interesting content in other LinkedIn groups. On your company page, target specific updates to certain Linkedin members by role, industry, and company size. Always engage. Reply to all likes, comments and discussions.
  27. 27. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. Pinterest - Image-driven social platform that has 30 million unique monthly visitors. Add social buttons to your site. This will provide more opportunities for audience engagement with your content.
  28. 28. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. Pin images that link back to your site. The purpose of Pinterest is to engage users through visual content, so choose enticing images in order to drive traffic to your site. Include rich descriptions along with your pins for SEO purposes. Consider discoverability when pinning content and use accurate descriptors to simplify search. Keep SEO in mind!
  29. 29. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. Google Plus – is second only to Facebook for the largest active follower-base. This massive network makes Google + a must choice for additional content distribution.
  30. 30. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. Posting on Google + can result in improved search results on Google. The use of the +1 button on your website can generate 3.5x more Google+ visits than sites without. (Hubspot).
  31. 31. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. YouTube - Upload all video assets. This will increase the chances of your content being found and shared. Give your videos searchable descriptions and tags. Vary your content. Include how-to, case study, conference and event footage, and interview videos.
  32. 32. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. Include your website url in the video description to increase visits to your website. Embed your videos on your own website to make them more discoverable and create a richer experience.
  33. 33. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. Slideshare – Has about 60 million monthly visitors. People do judge a presentation by its cover, make sure your title slide is easy to read and visually interesting. Appeal to your audiences’ interests Optimise your Slideshare for SEO by including keyword-rich titles.
  34. 34. Social Media Advertising – An Overview Social media advertising ecosystem – Pinterest, Google + 1 and others……. Promote your presentations across multiple social channels and your blog. Repurpose your white papers and guides into Slideshare presentations.
  35. 35. Social Media Advertising – An Overview Social media advertising best practice?……. Set your advertising goals first. Create both daily and lifetime budgets for your campaigns. Research the social advertising platforms. Fit your social ad campaigns in the context of each other.
  36. 36. Social Media Advertising – An Overview Social media advertising best practice?……. Match available targeting options with your advertising objectives. Test, test, test. Automate wherever possible. Don't forget about time of day and scheduling.
  37. 37. Social Media Advertising – An Overview Social media advertising best practice?……. Determine the metrics that will best represent your campaign status. Set regular meetings to analyse metrics.
  38. 38. Social Media Advertising – An Overview The Psychology of Sharing - Posts and updates are also a form of advertising……. Your updates to your brand footprint can be shared - Friends, followers, groups and so on are in effect a valuable source of endorsed advertising. More about them than you, but the message needs to be very subtle.
  39. 39. Social Media Advertising – An Overview The Psychology of Sharing - Posts and updates are also a form of advertising……. Don’t advertise directly Create something entertaining Build on what works Be genuine Be quick
  40. 40. Social Media Advertising – An Overview The Psychology of Sharing - Posts and updates are also a form of advertising……. Be open Interact with the audience. Utilise all of your available tools. Learn what your customers want.
  41. 41. Social Media Advertising – An Overview Social media – what should I measure?……. There are many ways to measure ranging from ROE to ROI. The important thing is that you have realistic measures set against your objectives for the campaign.
  42. 42. Social Media Advertising – An Overview Social media – what should I measure?……. The following are a few to consider. Likes, +1s, shares, retweets and comments. Conversations, mentions on the posts. Reach and how viral. Click-through rate from social content.
  43. 43. Social Media Advertising – An Overview Social media – what should I measure?……. The following are a few to consider. Traffic through to campaign landing pages within your website. Conversion rate – No of enquiries, No of leads generated from enquiries Sales/revenue attributed to social
  44. 44. Social Media Advertising – An Overview! Thank you for your time and if you wish to ask further questions you can contact me or view The social Media Business Club sites through any of the following and find: • • • • • • • • The Social Media Business Club Buzz Social media events listings Free social media Business Suppliers Directory Helpful how to, posts, blogs, tips and hints A place to post and bid on social media business and marketing projects Social media business / marketing jobs A host of training from sponsors, members and suppliers The membership packages with all the privileges and benefits ………… www.socialmediabusiness.uk.com www.socialmediastrategy.org.uk www.socialmediamarketing.eu.com www.twitter.com/smm_uk http://www.linkedin.com/groups/Social-Media-Business-Club-3070640 https://www.facebook.com/socialmediabusinessuk https://plus.google.com/u/0/b/113926515713692730521/113926515713692730521/posts

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