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CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising
Facebook, LinkedIn and Twitter
John Thyfault,
Vice President of Search Engine & Social Media Marketing, Beasley Direct and
Online Marketing
Adjunct Professor, University of California, Santa Cruz, Silicon Valley Extension
November 28, 2018 | 10:00 AM - 12:00 PM PST
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
How To Redeem Your $1,000 of Free B2B Data
Contact: Sky Cassidy
MountainTop Data
scassidy@mtd-email.com
(818) 252-8140 x2788
www.MountainTopData.com
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
The Direct Marketing Association of Northern
California
The Direct Marketing Association of Northern California
was formed to educate, inform and provide networking
opportunities for Direct and Online Marketing
professionals in the San Francisco Bay Area. 



We hold monthly seminar meetings, certification
workshops, periodic half-day seminars, and provide
opportunities for the best in learning and job networking in
the Northern California marketing community
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Upcoming Certification Workshops
Nov. 2, 2018 10:00am-12:00pm PST Advanced Search Engine Optimization
Nov. 30, 201810:00am-12:00pm PST Improving Email Marketing Response
Rates
Dec. 7, 2018 10:00am-12:00pm PST Social Media Advertising Best Practices
Dec. 14, 201810:00am-12:00pm PST Pay Per Click Advertising Fundamentals
Jan. 11, 2019 10:00am-12:00pm PST Advanced Pay Per Click Advertising
http://www.dmanc.org/certification.htm
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
DMAnc Certification Requirements
▪ A certificate requires the completion of any 8 courses,
taken within two years of starting.
▪ Of course, if a certificate isn’t in your immediate plan,
you can take as few or as many of the courses as you’d
like.
▪ Students who complete a certification program will
receive a frameable Certificate of Completion as well as
a digital badge to include on your website, blog, email
signature, or social profiles.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
About Beasley Direct and Online Marketing, Inc.
Inbound Marketing
• PPC Management
• Display Networks
• Re-targeting
• SEO Audits
• Content Creation
• Content Distribution
• Landing Page Creation
• Website Design
Outbound Marketing
• Account Based Marketing
• Email Marketing
• Marketing Automation
Management
• Salesforce.com Management
• Direct Mail
• Tele-prospecting
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
About The Instructor
John Thyfault, Vice President, Search Engine & Social Media Marketing at
Beasley Direct and Online Marketing
▪ John Thyfault has more than 20 years of marketing, sales and product
development experience. His knowledge of search engine optimization (SEO),
pay per click (PPC) marketing and social media marketing, combined with an in-
depth understanding of customer identification, market analysis and
segmentation, allows him to deliver high returns on client marketing investment.
▪ Prior to working with Beasley Direct and Online Marketing, John was Senior
Client Services Project Director at ThirdAge.com, a first wave baby boomer
lifestyle and community website. At ThirdAge he successfully led major client
sponsorships for Tylenol, American Century, Intel, IBM, and Revlon.
▪ John has led workshops for the Silicon Valley American Marketing Association,
the Direct Marketing Association in Northern and Southern California and the
Business Marketing Association. He also teaches Search Engine Marketing at
the University of California, Santa Cruz, Extension in Silicon Valley and is led
day long seminars as part of the Online Marketing Summit's 2011 International
Tour.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Workshop Agenda
▪Defining social media advertising
▪Pros and Cons of social media advertising vs. traditional
▪Underlying best practices across properties will be
discussed throughout
▪Facebook advertising
▪LinkedIn advertising
▪Twitter advertising
▪Pinterest advertising
▪Final Notes
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising - What Is It?
▪ Text, display or video advertising to a self selected
audience within a social media channel
▪ Users have willing joined for the SM property and have
provided a ton of demographic and psychographics
information through sign-up process and interactions on
the network
▪ Advertisers have the ability to micro-target using this
information
▪ Social media has overtaken email as the most popular
consumer activity online
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising - Pros
▪ Built on the one-to-one, peer relationship idea
▪ Ultimate in opt-in advertising
▪ Ads and campaigns are respectful of user’s opt-out
choices
▪ Ads can be ranked and displayed based on user’s
feedback, social display rank
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising - Pros
▪ Targeting tools can lead to lower CPA
▪ A much broader range of targeting options supports
this
▪ Messages and offers can be tailored to laser
focused segments - RELEVANCE
▪ CPC/CPM pricing is generally more affordable when
the CPA is worked into the costs
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising - Cons
▪ Users are members of these properties to be social and
interact with their communities, not interact with advertisers
▪ Ads are by definition, very short lived.
▪ Tweet half life = 24 minutes / 75% of potential
engagement in 3 hours
▪ Facebook = 90 minutes / 75% of potential engagement
in 5 hours
▪ Social display ranking can hurt ad performance for
advertisers
▪ Ads that miss badly on message and offend users can have
a negative multiplier effect when backfiring
▪ Consumers can opt out of your ads
▪ Privacy concerns!
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising - Best Practices
Across Platforms
▪ Define your advertising goals and metrics first
▪ Create both daily and lifetime budgets for your
campaigns.
▪ Research the social advertising platforms.
▪ Fit your social ad campaigns in the context of other
advertising initiatives.
▪ Match available targeting options with your advertising
objectives
▪ Use hashtags in your text
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising - Best Practices
Across Platforms
▪ Fit your social ad campaigns in the context of other
advertising initiatives
▪ Match available targeting options with your advertising
objectives
▪ Test, test, test
▪ Automate wherever possible
▪ Day part and Week part scheduling
▪ Plan, act, gather data, analyze, repeat - It Never Stops
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Platforms Compared
https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Key Stats
▪ 1.47 billion daily active users
▪ 1.25 billion daily mobile users
▪ 2.06 billion monthly active users in March 2018
▪ 82.5% of daily active users are outside of the US and
Canada
▪ “3.57 degrees of separation”
▪ More than 59 million businesses use Facebook Pages
▪ Facebook users leave 2.5 billion comments on Facebook
Pages monthly
▪ 42% of customer service responses from brands on
Facebook happen within 60 minutes
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Why Advertise There?
▪ Facebook can reach more people than TV or radio,
regardless of country
▪ Sophisticated targeting
▪ Low minimum spends
▪ Currently, the lowest CPM in history, 1% of TV CPM
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - January 2018 — Zuckerberg
Changes The Rules
▪ Pages are going to be minimized in importance
▪ Facebook will be working the feed to focus on
interactions between people and their friends
▪ Not people and pages
▪ Reactions, comments, shares and other 1to1
interactions will drive the feed algorithm
▪ Pages are going to drive on generation organic
traffic unless they are engaging the audience in a
significant way
▪ Live videos and to a lesser event, archived videos
will drive more traffic, engagement and meaningful
interactions than written content
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - General Best Practices
▪ Micro target your audience, large groups are not the
best bet
▪ Set up conversion tracking, either FB or 3rd party
▪ Use FB auto optimization tools
▪ Think about driving demand but not fulfilling it.
▪ Low effort conversions (Likes, email address, etc.)
▪ Use high quality images, people shots tend to work well
▪ Avoid “stock photo” looking images
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Targeting Options
	1.	Geography	
	2.	Language	
	3.	Age	
	4.	Gender	
	5.	Workplace	
	6.	College	
	7.	Interests	(including	job	titles)	Psychographics	
	8.	Categories	
	9.	Your	own	email	lists	
	10.	 Relationship	status	
	11.	 Education	level	
	12.	 College	major	
	13.	 School	
	14.	Retargeting	
and	so	on	and	so	and	so	on
https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
See Wordstream’s Infographic on Targeting Options
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook Custom Audiences
▪ The ability to upload a list of your current customers for
targeting on Facebook
▪ Customers are matched using emails
▪ 60-80% match rate
▪ Dramatically improves engagement and conversion
because the customer is already aware of you and
your product
▪ Can also be built off of:
▪ Fans
▪ Website visitors (tracking pixel)
▪ Customer lists
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook Custom Audiences
▪ Custom audiences can also be built off of engagement
factors
▪ Video engagement
▪ Everyone or just by percentage viewed
▪ Lead engagement - those who opened but did not
submit
▪ Canvas engagement
▪ Page engagement
▪ Visit, click, engaged with post, messaged, saved
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook Custom Audiences
▪ Custom audiences can be expanded to larger
audiences by building look alike audiences that match
your custom audience characteristics to the larger
Facebook population
▪ The ability to multiply highly selective custom
audience targeting by factors of 10 to 100X
▪ Look alike Audiences can be optimized for different
goals
▪ Engagement (video, lead form, page)
▪ Clicks
▪ Conversions
▪ etc.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook
Psychographic Targeting
From	Marty	Weintraub	at	AIMCLEAR
“ “Psychographics”
is a means of identifying users by
interests, occupations, roles in life,
predilections, and other personal
characteristics.”
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
So Much Targeting, So Little Time
• French & English-speaking women
• Between the ages of 31 and 56
• Located in a 10-mile radius of Boston, MA
• Who work either from home or from a small office in the retail production industry
• Who are “fit moms” and “green moms” of grade school kids
• Who have friends with an anniversary within 30 days
• Who have college degrees from either Northeastern University, Simmons
College, or Emmanuel College
• Who are active in US politics & either liberal or very liberal & self-proclaimed
democrats
• Who live in a condo or apartment built after 2011, between 2,000 & 2,999 sq. ft
• Who enjoy attending ballet, theatre and musical theatre movies
• Who frequently travel internationally, plan to travel to Spain, and used a travel
app within the last month
• Who are categorized as “foodies” and “green living” buyers,
• Who tend to spend above average in high-end retail online stores
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Targeting
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Business Manager
Results	selection		
drives	ad	format
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Business Manager
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Writing Ad Copy
▪ With all FB ads, ads burn out quickly due to limited
audience! 1 to 2 weeks
▪ Set up and pay attention to tracking
▪ Ad copy space varies by type of ad but good copy/
narration rules still apply to all!
▪ Old school is still the best school - AIDA
▪ Attention - Get their attention
▪ Interest - Tell them about the most important
benefit
▪ Desire - Create immediate desire with offer
▪ Action - Strong call to action - - ASK FOR THE
SALE!
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook Ad Placement By Goal
• Brand awareness: Facebook and Instagram
• Engagement: Facebook and Instagram
• Video views: Facebook, Instagram and Audience
Network
• App installs: Facebook, Instagram and Audience
Network
• Traffic (for website clicks and app engagement):
Facebook and Audience Network
• Sales: Facebook and Audience Network
• Leads: Facebook and Audience Network
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Facebook - Instagram
▪ Need to set up a business account
▪ Remember that the same social proof guidelines (likes,
etc.) apply to Instagram that apply to Facebook
▪ Short format
▪ Use colors and brand images/logos to capture attention
▪ Spend the time to create interesting, unique and/or
clever images/videos to capture attention
▪ Videos tend to be played more often with Sound On vs.
Silent Play on Facebook
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
AdEspresso Ad Gallery
▪ A great resource to browse different types of Facebook and Twitter ads for ideas
▪ You can filter by goal, ad type, channel, language and advertiser
▪ https://university.adespresso.com/tools/ads-gallery/
▪ https://university.adespresso.com/ad/2055707/
▪ https://university.adespresso.com/ad/1548753/
▪ https://university.adespresso.com/ad/1505665/
▪ https://university.adespresso.com/ad/686746/
▪ https://university.adespresso.com/ad/580987/
▪ https://university.adespresso.com/ad/2201021/
▪ https://university.adespresso.com/ad/2303453/
▪ https://university.adespresso.com/ad/2303492/
▪ https://university.adespresso.com/ad/2299802/
▪ https://university.adespresso.com/ad/2302743/
▪ https://university.adespresso.com/ad/2302161/
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Video Ads Best Practices ( All Channels)
▪ Make the first 10 seconds compelling
▪ Attention falls off after that point
▪ It’s a silent film first (think visual storytelling)
▪ Most viewers listen with the sound off by default
▪ Humanize your brand with humor or emotional appeal
▪ Customer Testimonials people!
▪ Demonstrate core company values
▪ Real people do better than product shots
▪ Use your execs and give them a platform to address timely
topics
▪ First looks, behind the scenes and product demos
https://www.slideshare.net/LImarketingsolutions/linkedin-video-ad-gallery-of-greatness-106494656/LImarketingsolutions/linkedin-video-ad-gallery-of-greatness-106494656
LinkedIn Video Gallery of Greatness
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Why Advertise There?
▪The best site for the professional, B2B audience (FB is a
close 2nd)
▪562 mm members, growing 30%+ year over year
▪146 mm in the US
▪42% use LinkedIn daily
▪All members have given info on job title, job functions,
seniority, industry, geography, school, gender, age and
interests
▪Great targeting options that are B2B specific, both
inclusive and exclusive
▪CPC ($2 min) or CPM pricing models
▪Ads have social sharing/ranking ability
https://www.omnicoreagency.com/linkedin-statistics/
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn
Sponsored	
Update
Basic	Ads
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn with Video Ads
Video ads
In main feed and
right column
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn Sponsored Content Example
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn Lead Form Example
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn Video Example
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Ad Types
▪Sponsored Content
•Company updates are served into member feeds
•Good for building awareness, relationships and
driving leads
•Negative targeting and social options included in
price
•Can be video ads
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Ad Types
▪Basic text ads - right hand column or top of page
•Text only ads
•Video ads
•Text and image ads
•Social options extra
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Ad Types
▪ Sponsored InMail
▪ Only delivered through LinkedIn Messenger to
active users
▪ Very targetable
▪ Longer approval time
▪ More expensive but ROI is generally good
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Interface
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Demographics Reporting
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Audience Setup - New Beta UI
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Audience Setup - Ad Options
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Audience Setup - Budget & Bids
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Ad Pay Off
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Ad Pay Off
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
LinkedIn - Client Services Team
▪ If you have the budget, LinkedIn has a client services
team that will work with you to create richer, more
customized options that are not available via self-serve
▪ It is pricey though
▪ Can include some email and displays ad units not
available to the self serve customer
▪ The big advantage is that they can craft a targeting
package quickly and give some volume based
discounts
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Why Advertise There?
▪ 335 mm users who are actively engaged
▪ 46% use the channel daily
▪ 69 mm in US
▪ 500 mm tweets sent each day
▪ Twitter users like to get in on the conversation
▪ You can shoot for a number of goals, both on and off of
Twitter
▪ On par with Facebook for affordability, less than
LinkedIn
▪ It has become a medium of choice for major politicians,
media and sports personalities
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter
▪ Gives you the ability to capture the zeitgeist
▪ Most effective if you are monitoring the twitter feed
closely
▪ Excellent to promote the top part of your sales funnel
▪ 24 hour live window
▪ Geo targeting
▪ Drive mass awareness in target markets
▪ Seed conversations or make announcements
▪ Build buzz for your event
▪ Hop on make alike trends
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Types of Ads
▪ Plain text
▪ Twitter Cards with an image/gif or video
▪
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Plain Text Tweet
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Image Website Card
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Image App Card
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Promoted Video
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Single Image Tweets & GIFs
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Multiple Image Tweets
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Video App Cards
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Video Website Cards
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Conversational Ads
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Promoted Accounts
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Promoted Trends
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter Automatic Promoted Tweeks
▪ Will automatically promote the first 10 tweets you post
in a day
▪ Poor man’s approach to ad campaigns
▪ Great if you have limited time
▪ Does not perform as well as a manually created
campaign
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter
Analytics
▪ Lead Generation Cards
▪ When added to your promoted tweet/trend/account,
creates an easy pre-filled form where the user can
request more info about your product or service
▪ Has slots for offer and call to action
▪ CPL based pricing
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Twitter - Analytics
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest
▪ 150 mm active monthly users
▪ 80 mm+ outside the US
▪ Young, female mobile users
▪ 88% have purchased a product because of Pinterest
▪ 70% of sales from Promoted Pins come from new
customers to the brand
▪ Very low ad costs to start
▪ $0.10 cpc
▪ $5.00 cpm
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Interface
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Promoted Pins
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Promoted Video Pins
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Promoted Cinematic Pins
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - One Tap Pins
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Rich Pins - Product
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Rich Pins - Recipe
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Rich Pins - Article
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Rich Pins - App Pins
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Pinterest - Buyable Pins
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Social Media Advertising - Final Notes
▪ Create the ad so that it matches the property and the
audience
▪ Take advantage of the unique characteristics of the
property
▪ Think conversationally as you are creating the ad
▪ Remember to respect user privacy and community
concerns
▪ When you step on these the fall out goes social
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Free SEO & PPC Audits
From Beasley Direct and Online Marketing
Get a free initial Lead Funnel, SEO, PPC or Social
Media Audit from Beasley Direct and Online
Marketing:
https://beasleydirect.com/free-reverse-sales-funnel-offer/
https://beasleydirect.com/free-ppc-advertising-audit/
https://beasleydirect.com/free-seo-audit-offer/
https://beasleydirect.com/free-social-media-audit/
Have us take a quick look at your site and campaigns and
identify some of the areas in which we can help you
improve.
CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
Thank You!!
John Thyfault
http://www.beasleydirect.com/search_marketing.html
jthyfault@beasleydirect.com
650-323-1881
@JohnThyfault

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Social Media Marketing Best Practices Workshop

  • 1. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising Facebook, LinkedIn and Twitter John Thyfault, Vice President of Search Engine & Social Media Marketing, Beasley Direct and Online Marketing Adjunct Professor, University of California, Santa Cruz, Silicon Valley Extension November 28, 2018 | 10:00 AM - 12:00 PM PST
  • 2. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. How To Redeem Your $1,000 of Free B2B Data Contact: Sky Cassidy MountainTop Data scassidy@mtd-email.com (818) 252-8140 x2788 www.MountainTopData.com
  • 3. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. The Direct Marketing Association of Northern California The Direct Marketing Association of Northern California was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area. 
 
 We hold monthly seminar meetings, certification workshops, periodic half-day seminars, and provide opportunities for the best in learning and job networking in the Northern California marketing community
  • 4. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Upcoming Certification Workshops Nov. 2, 2018 10:00am-12:00pm PST Advanced Search Engine Optimization Nov. 30, 201810:00am-12:00pm PST Improving Email Marketing Response Rates Dec. 7, 2018 10:00am-12:00pm PST Social Media Advertising Best Practices Dec. 14, 201810:00am-12:00pm PST Pay Per Click Advertising Fundamentals Jan. 11, 2019 10:00am-12:00pm PST Advanced Pay Per Click Advertising http://www.dmanc.org/certification.htm
  • 5. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. DMAnc Certification Requirements ▪ A certificate requires the completion of any 8 courses, taken within two years of starting. ▪ Of course, if a certificate isn’t in your immediate plan, you can take as few or as many of the courses as you’d like. ▪ Students who complete a certification program will receive a frameable Certificate of Completion as well as a digital badge to include on your website, blog, email signature, or social profiles.
  • 6. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. About Beasley Direct and Online Marketing, Inc. Inbound Marketing • PPC Management • Display Networks • Re-targeting • SEO Audits • Content Creation • Content Distribution • Landing Page Creation • Website Design Outbound Marketing • Account Based Marketing • Email Marketing • Marketing Automation Management • Salesforce.com Management • Direct Mail • Tele-prospecting
  • 7. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. About The Instructor John Thyfault, Vice President, Search Engine & Social Media Marketing at Beasley Direct and Online Marketing ▪ John Thyfault has more than 20 years of marketing, sales and product development experience. His knowledge of search engine optimization (SEO), pay per click (PPC) marketing and social media marketing, combined with an in- depth understanding of customer identification, market analysis and segmentation, allows him to deliver high returns on client marketing investment. ▪ Prior to working with Beasley Direct and Online Marketing, John was Senior Client Services Project Director at ThirdAge.com, a first wave baby boomer lifestyle and community website. At ThirdAge he successfully led major client sponsorships for Tylenol, American Century, Intel, IBM, and Revlon. ▪ John has led workshops for the Silicon Valley American Marketing Association, the Direct Marketing Association in Northern and Southern California and the Business Marketing Association. He also teaches Search Engine Marketing at the University of California, Santa Cruz, Extension in Silicon Valley and is led day long seminars as part of the Online Marketing Summit's 2011 International Tour.
  • 8. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Workshop Agenda ▪Defining social media advertising ▪Pros and Cons of social media advertising vs. traditional ▪Underlying best practices across properties will be discussed throughout ▪Facebook advertising ▪LinkedIn advertising ▪Twitter advertising ▪Pinterest advertising ▪Final Notes
  • 9. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising - What Is It? ▪ Text, display or video advertising to a self selected audience within a social media channel ▪ Users have willing joined for the SM property and have provided a ton of demographic and psychographics information through sign-up process and interactions on the network ▪ Advertisers have the ability to micro-target using this information ▪ Social media has overtaken email as the most popular consumer activity online
  • 10. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising - Pros ▪ Built on the one-to-one, peer relationship idea ▪ Ultimate in opt-in advertising ▪ Ads and campaigns are respectful of user’s opt-out choices ▪ Ads can be ranked and displayed based on user’s feedback, social display rank
  • 11. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising - Pros ▪ Targeting tools can lead to lower CPA ▪ A much broader range of targeting options supports this ▪ Messages and offers can be tailored to laser focused segments - RELEVANCE ▪ CPC/CPM pricing is generally more affordable when the CPA is worked into the costs
  • 12. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising - Cons ▪ Users are members of these properties to be social and interact with their communities, not interact with advertisers ▪ Ads are by definition, very short lived. ▪ Tweet half life = 24 minutes / 75% of potential engagement in 3 hours ▪ Facebook = 90 minutes / 75% of potential engagement in 5 hours ▪ Social display ranking can hurt ad performance for advertisers ▪ Ads that miss badly on message and offend users can have a negative multiplier effect when backfiring ▪ Consumers can opt out of your ads ▪ Privacy concerns!
  • 13. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising - Best Practices Across Platforms ▪ Define your advertising goals and metrics first ▪ Create both daily and lifetime budgets for your campaigns. ▪ Research the social advertising platforms. ▪ Fit your social ad campaigns in the context of other advertising initiatives. ▪ Match available targeting options with your advertising objectives ▪ Use hashtags in your text
  • 14. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising - Best Practices Across Platforms ▪ Fit your social ad campaigns in the context of other advertising initiatives ▪ Match available targeting options with your advertising objectives ▪ Test, test, test ▪ Automate wherever possible ▪ Day part and Week part scheduling ▪ Plan, act, gather data, analyze, repeat - It Never Stops
  • 15. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Platforms Compared https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/
  • 16. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Key Stats ▪ 1.47 billion daily active users ▪ 1.25 billion daily mobile users ▪ 2.06 billion monthly active users in March 2018 ▪ 82.5% of daily active users are outside of the US and Canada ▪ “3.57 degrees of separation” ▪ More than 59 million businesses use Facebook Pages ▪ Facebook users leave 2.5 billion comments on Facebook Pages monthly ▪ 42% of customer service responses from brands on Facebook happen within 60 minutes
  • 17. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Why Advertise There? ▪ Facebook can reach more people than TV or radio, regardless of country ▪ Sophisticated targeting ▪ Low minimum spends ▪ Currently, the lowest CPM in history, 1% of TV CPM
  • 18. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - January 2018 — Zuckerberg Changes The Rules ▪ Pages are going to be minimized in importance ▪ Facebook will be working the feed to focus on interactions between people and their friends ▪ Not people and pages ▪ Reactions, comments, shares and other 1to1 interactions will drive the feed algorithm ▪ Pages are going to drive on generation organic traffic unless they are engaging the audience in a significant way ▪ Live videos and to a lesser event, archived videos will drive more traffic, engagement and meaningful interactions than written content
  • 19. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - General Best Practices ▪ Micro target your audience, large groups are not the best bet ▪ Set up conversion tracking, either FB or 3rd party ▪ Use FB auto optimization tools ▪ Think about driving demand but not fulfilling it. ▪ Low effort conversions (Likes, email address, etc.) ▪ Use high quality images, people shots tend to work well ▪ Avoid “stock photo” looking images
  • 20. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Targeting Options 1. Geography 2. Language 3. Age 4. Gender 5. Workplace 6. College 7. Interests (including job titles) Psychographics 8. Categories 9. Your own email lists 10. Relationship status 11. Education level 12. College major 13. School 14. Retargeting and so on and so and so on https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic See Wordstream’s Infographic on Targeting Options
  • 21. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook Custom Audiences ▪ The ability to upload a list of your current customers for targeting on Facebook ▪ Customers are matched using emails ▪ 60-80% match rate ▪ Dramatically improves engagement and conversion because the customer is already aware of you and your product ▪ Can also be built off of: ▪ Fans ▪ Website visitors (tracking pixel) ▪ Customer lists
  • 22. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook Custom Audiences ▪ Custom audiences can also be built off of engagement factors ▪ Video engagement ▪ Everyone or just by percentage viewed ▪ Lead engagement - those who opened but did not submit ▪ Canvas engagement ▪ Page engagement ▪ Visit, click, engaged with post, messaged, saved
  • 23. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook Custom Audiences ▪ Custom audiences can be expanded to larger audiences by building look alike audiences that match your custom audience characteristics to the larger Facebook population ▪ The ability to multiply highly selective custom audience targeting by factors of 10 to 100X ▪ Look alike Audiences can be optimized for different goals ▪ Engagement (video, lead form, page) ▪ Clicks ▪ Conversions ▪ etc.
  • 24. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook Psychographic Targeting From Marty Weintraub at AIMCLEAR “ “Psychographics” is a means of identifying users by interests, occupations, roles in life, predilections, and other personal characteristics.”
  • 25. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. So Much Targeting, So Little Time • French & English-speaking women • Between the ages of 31 and 56 • Located in a 10-mile radius of Boston, MA • Who work either from home or from a small office in the retail production industry • Who are “fit moms” and “green moms” of grade school kids • Who have friends with an anniversary within 30 days • Who have college degrees from either Northeastern University, Simmons College, or Emmanuel College • Who are active in US politics & either liberal or very liberal & self-proclaimed democrats • Who live in a condo or apartment built after 2011, between 2,000 & 2,999 sq. ft • Who enjoy attending ballet, theatre and musical theatre movies • Who frequently travel internationally, plan to travel to Spain, and used a travel app within the last month • Who are categorized as “foodies” and “green living” buyers, • Who tend to spend above average in high-end retail online stores
  • 26. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Targeting
  • 27. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Business Manager Results selection drives ad format
  • 28. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Business Manager
  • 29. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Writing Ad Copy ▪ With all FB ads, ads burn out quickly due to limited audience! 1 to 2 weeks ▪ Set up and pay attention to tracking ▪ Ad copy space varies by type of ad but good copy/ narration rules still apply to all! ▪ Old school is still the best school - AIDA ▪ Attention - Get their attention ▪ Interest - Tell them about the most important benefit ▪ Desire - Create immediate desire with offer ▪ Action - Strong call to action - - ASK FOR THE SALE!
  • 30. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook Ad Placement By Goal • Brand awareness: Facebook and Instagram • Engagement: Facebook and Instagram • Video views: Facebook, Instagram and Audience Network • App installs: Facebook, Instagram and Audience Network • Traffic (for website clicks and app engagement): Facebook and Audience Network • Sales: Facebook and Audience Network • Leads: Facebook and Audience Network
  • 31. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Facebook - Instagram ▪ Need to set up a business account ▪ Remember that the same social proof guidelines (likes, etc.) apply to Instagram that apply to Facebook ▪ Short format ▪ Use colors and brand images/logos to capture attention ▪ Spend the time to create interesting, unique and/or clever images/videos to capture attention ▪ Videos tend to be played more often with Sound On vs. Silent Play on Facebook
  • 32. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. AdEspresso Ad Gallery ▪ A great resource to browse different types of Facebook and Twitter ads for ideas ▪ You can filter by goal, ad type, channel, language and advertiser ▪ https://university.adespresso.com/tools/ads-gallery/ ▪ https://university.adespresso.com/ad/2055707/ ▪ https://university.adespresso.com/ad/1548753/ ▪ https://university.adespresso.com/ad/1505665/ ▪ https://university.adespresso.com/ad/686746/ ▪ https://university.adespresso.com/ad/580987/ ▪ https://university.adespresso.com/ad/2201021/ ▪ https://university.adespresso.com/ad/2303453/ ▪ https://university.adespresso.com/ad/2303492/ ▪ https://university.adespresso.com/ad/2299802/ ▪ https://university.adespresso.com/ad/2302743/ ▪ https://university.adespresso.com/ad/2302161/
  • 33. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 34. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 35. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 36. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 37. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 38. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 39. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 40. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 41. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 42. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 43. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 44. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Video Ads Best Practices ( All Channels) ▪ Make the first 10 seconds compelling ▪ Attention falls off after that point ▪ It’s a silent film first (think visual storytelling) ▪ Most viewers listen with the sound off by default ▪ Humanize your brand with humor or emotional appeal ▪ Customer Testimonials people! ▪ Demonstrate core company values ▪ Real people do better than product shots ▪ Use your execs and give them a platform to address timely topics ▪ First looks, behind the scenes and product demos https://www.slideshare.net/LImarketingsolutions/linkedin-video-ad-gallery-of-greatness-106494656/LImarketingsolutions/linkedin-video-ad-gallery-of-greatness-106494656 LinkedIn Video Gallery of Greatness
  • 45. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 46. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 47. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization.
  • 48. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Why Advertise There? ▪The best site for the professional, B2B audience (FB is a close 2nd) ▪562 mm members, growing 30%+ year over year ▪146 mm in the US ▪42% use LinkedIn daily ▪All members have given info on job title, job functions, seniority, industry, geography, school, gender, age and interests ▪Great targeting options that are B2B specific, both inclusive and exclusive ▪CPC ($2 min) or CPM pricing models ▪Ads have social sharing/ranking ability https://www.omnicoreagency.com/linkedin-statistics/
  • 49. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn Sponsored Update Basic Ads
  • 50. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn with Video Ads Video ads In main feed and right column
  • 51. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn Sponsored Content Example
  • 52. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn Lead Form Example
  • 53. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn Video Example
  • 54. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Ad Types ▪Sponsored Content •Company updates are served into member feeds •Good for building awareness, relationships and driving leads •Negative targeting and social options included in price •Can be video ads
  • 55. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Ad Types ▪Basic text ads - right hand column or top of page •Text only ads •Video ads •Text and image ads •Social options extra
  • 56. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Ad Types ▪ Sponsored InMail ▪ Only delivered through LinkedIn Messenger to active users ▪ Very targetable ▪ Longer approval time ▪ More expensive but ROI is generally good
  • 57. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Interface
  • 58. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Demographics Reporting
  • 59. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Audience Setup - New Beta UI
  • 60. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Audience Setup - Ad Options
  • 61. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Audience Setup - Budget & Bids
  • 62. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Ad Pay Off
  • 63. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Ad Pay Off
  • 64. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. LinkedIn - Client Services Team ▪ If you have the budget, LinkedIn has a client services team that will work with you to create richer, more customized options that are not available via self-serve ▪ It is pricey though ▪ Can include some email and displays ad units not available to the self serve customer ▪ The big advantage is that they can craft a targeting package quickly and give some volume based discounts
  • 65. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Why Advertise There? ▪ 335 mm users who are actively engaged ▪ 46% use the channel daily ▪ 69 mm in US ▪ 500 mm tweets sent each day ▪ Twitter users like to get in on the conversation ▪ You can shoot for a number of goals, both on and off of Twitter ▪ On par with Facebook for affordability, less than LinkedIn ▪ It has become a medium of choice for major politicians, media and sports personalities
  • 66. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter ▪ Gives you the ability to capture the zeitgeist ▪ Most effective if you are monitoring the twitter feed closely ▪ Excellent to promote the top part of your sales funnel ▪ 24 hour live window ▪ Geo targeting ▪ Drive mass awareness in target markets ▪ Seed conversations or make announcements ▪ Build buzz for your event ▪ Hop on make alike trends
  • 67. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Types of Ads ▪ Plain text ▪ Twitter Cards with an image/gif or video ▪
  • 68. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Plain Text Tweet
  • 69. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Image Website Card
  • 70. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Image App Card
  • 71. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Promoted Video
  • 72. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Single Image Tweets & GIFs
  • 73. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Multiple Image Tweets
  • 74. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Video App Cards
  • 75. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Video Website Cards
  • 76. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Conversational Ads
  • 77. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Promoted Accounts
  • 78. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Promoted Trends
  • 79. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter Automatic Promoted Tweeks ▪ Will automatically promote the first 10 tweets you post in a day ▪ Poor man’s approach to ad campaigns ▪ Great if you have limited time ▪ Does not perform as well as a manually created campaign
  • 80. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter Analytics ▪ Lead Generation Cards ▪ When added to your promoted tweet/trend/account, creates an easy pre-filled form where the user can request more info about your product or service ▪ Has slots for offer and call to action ▪ CPL based pricing
  • 81. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Twitter - Analytics
  • 82. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest ▪ 150 mm active monthly users ▪ 80 mm+ outside the US ▪ Young, female mobile users ▪ 88% have purchased a product because of Pinterest ▪ 70% of sales from Promoted Pins come from new customers to the brand ▪ Very low ad costs to start ▪ $0.10 cpc ▪ $5.00 cpm
  • 83. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Interface
  • 84. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Promoted Pins
  • 85. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Promoted Video Pins
  • 86. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Promoted Cinematic Pins
  • 87. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - One Tap Pins
  • 88. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Rich Pins - Product
  • 89. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Rich Pins - Recipe
  • 90. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Rich Pins - Article
  • 91. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Rich Pins - App Pins
  • 92. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Pinterest - Buyable Pins
  • 93. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Social Media Advertising - Final Notes ▪ Create the ad so that it matches the property and the audience ▪ Take advantage of the unique characteristics of the property ▪ Think conversationally as you are creating the ad ▪ Remember to respect user privacy and community concerns ▪ When you step on these the fall out goes social
  • 94. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Free SEO & PPC Audits From Beasley Direct and Online Marketing Get a free initial Lead Funnel, SEO, PPC or Social Media Audit from Beasley Direct and Online Marketing: https://beasleydirect.com/free-reverse-sales-funnel-offer/ https://beasleydirect.com/free-ppc-advertising-audit/ https://beasleydirect.com/free-seo-audit-offer/ https://beasleydirect.com/free-social-media-audit/ Have us take a quick look at your site and campaigns and identify some of the areas in which we can help you improve.
  • 95. CERTIFICATION WORKSHOP https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved. The Direct Marketing Association of Northern California a 501©(3) non-profit organization. Thank You!! John Thyfault http://www.beasleydirect.com/search_marketing.html jthyfault@beasleydirect.com 650-323-1881 @JohnThyfault