Week #7
March 12, 2014
Utica College
PRL 408: Social Media
ThomasArmitage
 What is advertising?
 Advertising vs PR
 Social media marketing
 Handles vs posts
 Google AdWords
 Facebook ads
 L...
 Chapter 18 in The New Rules of Marketing and
PR on Instagram and photo sharing apps
 “5 Social MediaAdvertisingTrends t...
(Curtis, 2013)
Advertising is the paid, impersonal, one-
way marketing of persuasive
information from an identified sponso...
 Growing organically can be slow
 Fast results
 Tap new, targeted audiences
 Inexpensive compared to mass media
 Trac...
(Boies, 2013)
 500 million searches each day
 $10.86 billion in ad revenue last quarter
 PPC model
(Goodwin, 2011)
(Miller, 2012)
 50% of active users log on every day
 30 billion pieces of content each month
 Inexpensive
 Great targeting features
...
 Drive users offTwitter
 Potentially cheapest option
 Build an audience and keep it
 Limited insight
(Slagen, 2012)
 Professionals, B2B and/or recruitment
 Create many variations
 Highly specific targeting
 CPM or CPC pricing models
...
 XXX
 1 billion unique visitors per month
 2nd most popular search engine
 Multiple formats
 More detailed messages
(Odden,...
 BestYouTube ads entertain
 Tell stories
 Be short and sweet
 Goal
 Traffic
 Brand exposure
 Engagement
 Budget
 Target
(Smith, 2013)
 AdRoll
 Unified Social
 ArgyleSocial
 KISSMetrics
 FollowerWonk
 Goal: obtain targetedTwitter followers
 $10,000 budget
 2% engagement rate, $0.50 per follow
 1,000,000 impressions
...
 Content overload
 Twitter ads
 Facebook video?
 Google+ ads
 Blurred lines
(Lee, 2013)
 Guest Speakers
 Evaluation and Measurement
 To do:
 Read chapter 22 from the text
 Read articles from #UticaCollegeS...
 Rick Short, Director of Marketing
Communications at Indium Corporation
 indium.com
 youtube.com/user/INDIUMcorporation...
 Sarah Foster, Director of Group Sales at
Oneida CountyTourism
 oneidacountytourism.com
 youtube.com/user/getawayregion...
 Boies, J. (2013, November 21).The guide to social media advertising. ExactTarget. Retrieved on March 8,
2014 from http:/...
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Social Media Advertising. Week 9 for PRL 408 at Utica College. Spring 2014.

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Social Media Advertising

  1. 1. Week #7 March 12, 2014 Utica College PRL 408: Social Media ThomasArmitage
  2. 2.  What is advertising?  Advertising vs PR  Social media marketing  Handles vs posts  Google AdWords  Facebook ads  LinkedIn ads  Twitter ads  YouTube ads  Other platforms  Software  Trends
  3. 3.  Chapter 18 in The New Rules of Marketing and PR on Instagram and photo sharing apps  “5 Social MediaAdvertisingTrends toWatch for in 2014” - http://bit.ly/MSelf9
  4. 4. (Curtis, 2013) Advertising is the paid, impersonal, one- way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.
  5. 5.  Growing organically can be slow  Fast results  Tap new, targeted audiences  Inexpensive compared to mass media  Trackable
  6. 6. (Boies, 2013)
  7. 7.  500 million searches each day  $10.86 billion in ad revenue last quarter  PPC model (Goodwin, 2011)
  8. 8. (Miller, 2012)
  9. 9.  50% of active users log on every day  30 billion pieces of content each month  Inexpensive  Great targeting features (Odden, 2010)
  10. 10.  Drive users offTwitter  Potentially cheapest option  Build an audience and keep it  Limited insight (Slagen, 2012)
  11. 11.  Professionals, B2B and/or recruitment  Create many variations  Highly specific targeting  CPM or CPC pricing models  Potentially most expensive (Odden, 2010)
  12. 12.  XXX
  13. 13.  1 billion unique visitors per month  2nd most popular search engine  Multiple formats  More detailed messages (Odden, 2010)
  14. 14.  BestYouTube ads entertain  Tell stories  Be short and sweet
  15. 15.  Goal  Traffic  Brand exposure  Engagement  Budget  Target (Smith, 2013)
  16. 16.  AdRoll  Unified Social  ArgyleSocial  KISSMetrics  FollowerWonk
  17. 17.  Goal: obtain targetedTwitter followers  $10,000 budget  2% engagement rate, $0.50 per follow  1,000,000 impressions  20,000 followers
  18. 18.  Content overload  Twitter ads  Facebook video?  Google+ ads  Blurred lines (Lee, 2013)
  19. 19.  Guest Speakers  Evaluation and Measurement  To do:  Read chapter 22 from the text  Read articles from #UticaCollegeSM and comment  SnapChat andTvTag presenters should be ready to present  Review channels of our guest speakers…
  20. 20.  Rick Short, Director of Marketing Communications at Indium Corporation  indium.com  youtube.com/user/INDIUMcorporation  blogs.indium.com  vine.co/u/934495255103942656  facebook.com/indium  twitter.com/indiumcorp  reverbnation.com/rickshort
  21. 21.  Sarah Foster, Director of Group Sales at Oneida CountyTourism  oneidacountytourism.com  youtube.com/user/getawayregion  facebook.com/oneidacountyny  twitter.com/OCTevents  pinterest.com/getawayregion
  22. 22.  Boies, J. (2013, November 21).The guide to social media advertising. ExactTarget. Retrieved on March 8, 2014 from http://www.exacttarget.com/blog/the-guide-to-social-media-advertising-infographic/  Curtis, A. (2013). What is advertising? University of North Carolina at Pembroke. Retrieved on March 8, 2014 from http://www2.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Advertising/AdvertisingWhatIsIt.html  Goodwin, D. (2011, April 21).Top Google result gets 36.4% of clicks. Search EngineWatch. Retrieved on March 8, 2014 from http://searchenginewatch.com/article/2049695/Top-Google-Result-Gets-36.4-of- Clicks-Study  Kim, L. (2012, July 17).The war on ‘free’ clicks: think nobody clicks on GoogleAds?Think again! Wordstream. Retrieved on March 8, 2014 from http://www.wordstream.com/blog/ws/2012/07/17/google- advertising  Lee, J. (2013, December 30). 5 social media advertising trends to watch for in 2014. Search EngineWatch. http://searchenginewatch.com/article/2320367/5-Social-Media-Advertising-Trends-to-Watch-for-in-2014  Miller, M. (2012, October 10). 53% of organic search clicks go to first link. Search EngineWatch. Retrieved on March 8, 2014 from http://searchenginewatch.com/article/2215868/53-of-Organic-Search-Clicks-Go-to- First-Link-Study  Odden, L. (2010). Getting started social media advertising on Facebook,YouTube & LinkedIn.Top Ranked Blog. Retrieved on March 8, 2014 from http://www.toprankblog.com/2010/12/social-media-advertising- tips/  Parker, P. (2012, October 25). Google bringing in more than $100 million per day via AdWords. Search Engine Land. Retrieved on March 8, 2014 from http://searchengineland.com/google-bringing-in-100- millionday-via-adwords-says-study-137583  Slagen, D. (2012, April 16).The pros & cons ofTwitter advertising for small business. Inbound Hub. Retrieved on March 8, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/32354/The-Pros-Cons-of- Twitter-Advertising-for-Small-Business.aspx  Smith, B. (2013, August 9). How to choose the most effective social media platform for your brand. Social MediaToday. Retrieved on March 8, 2014 from http://socialmediatoday.com/brianna5mith/1648356/how- choose-most-effective-social-media-platform-your-brand

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