Social Advertising 101

2. Agenda
! Intros
! A look at the social landscape
! Social media strategy
! Social advertising
o Facebook
o Instagram
! Landing pages
! Remarketing

3. Credentials
! Online marketing since 1994
! McCann Erikson, Publicis, Cove-Ito (Japan)
! Fortune 500 brands: Nestle, HP, Coca-Cola, Budweiser
! Founded bWEST – July 2009
! Co-founded Social Media Camp – 2010
! Founded SOHO Victoria – 2015

5. Lets Get Started…
1. Who is doing social advertising?
2. Anyone have a Facebook Business account?
3. Using Power Editor or Ads Manager?

6. Social Glossary
! CPC
! CPM
! CPA
! CTR
! CAC
! CPL
! CR (CRO)
! CTA
! GA
! KPI
! LTV
! MoM (YoY)
! PPC
! ROI
! RT
! UVP

7. Where to Start?
Ask yourself these questions:
1. Do we have a responsive website with GA installed?
2. How are we measuring the success of our marketing?
3. What metrics & benchmarks are most important to us?
4. What are we doing now to reach prospects?
5. What results do we need to achieve and by when?
6. Are we on track for reaching those results?
7. What resources do we have (internal / external)?

8. The Shifting Social Landscape

9. Source: HubSpot

11. sCommerce
StartupsFM
Global ecommerce sales top $1.2 trillion
Social commerce sales are forecasted to represent
5% of all online retail revenue in 2016
MediaBistro
$15
billion

12. sCommerce
StartupsFM
74% of consumers rely on social networks
to guide purchase decisions
55% of consumers share purchases
on social networks

14. sCommerce
Postcron
of marketers have successfully gained
new customers via social networks70%

15. sCommerce
Conversion rate of social referrers
Statista

16. sCommerce
MediaBistro
Shopify
60%
of social traffic to retail sites originates from
Facebook
85% of all orders from social media come via

18. Social Advertising
Internet advertising will make up nearly
25% of the entire ad market
By
2016
Postcron

19. Mobile ad spending will rise to $95 billion
by
2018
eMarketer

20. Social Advertising
Marketers advertise on…
Socialbakers
92% 35% 24% 23%

21. 500,000 Facebook pages
use promoted posts to boost
their social success
Accumulating
2.5 million
promoted posts on Facebook
Jeff Bullas
Facebook remains marketers’ favourite platform

22. Social Engagement
User interactions with brands’ posts as percentage of
brands’ fans or followers
Forrester Research, Inc.

23. 62% of Facebook’s profit
comes from mobile ads
TechCrunch
TechCrunch
81% of Twitter’s ad revenue
comes from mobile
And let’s not forget about mobile…

25. The Revolution of Mobile
Canada & US smart phone
penetration
amounts to
50%
eMarketer

26. The Revolution of Mobile
Digital Marketing Magazine
Mobile data traffic increased by
since 2013
+81%
And will grow
10x
by 2019
Ericson

27. The Revolution of Mobile
Digital Marketing Magazine
With users spending
Per day on mobile devices
2h
42m

28. Mobile and social media go hand in hand
60% of social media time is
spent on mobile
Business Insider
The Revolution of Mobile

30. Social Video
Brainshark
74% of all internet traffic will be video by 2017
Video will continue to dominate the digital landscape

31. Social Video
Single Grain
Video is shared
1200% more times
than links and text combined

32. Social Video
YouTube is the
#2
search engine in the world
DigitalSherpa

33. Social Video

34. Social Video
More than 200 million users total
MediaBistro
DMR
create over 1 billion Vine loops daily

35. Social Video
57% of Instagram users access the site every day
35% of users access the site multiple times a day
57%
35%
Pew Research

36. Social Video
Instagram videos are creating
double the engagement
of Instagram photos
Inside Facebook
88% of brands on Instagram have
shared at least one video
Totems

37. Social Media Strategy

38. Inbound Marketing

39. 1. Planning – Objectives
2. Execution – Tactics and management
3. Measurement – Results
4. Optimize – Test, Track & Tweak…
Social Strategy

40. ! Increase website traffic
! Generate awareness
! Educate
! Generate leads
! Sell products / services
Objectives

41. 1. Content
2. Engagement
3. Management
4. Measurement
Four Part Plan

42. − Plan compelling, valuable content
− Copy, images, video
− Follow category, competitors, customers,
prospects
− Curated content
− Create 5 blog “themes”
1. Content

43. Five Themes
1. Solve customer problems
2. Common mistakes
3. Answer FAQs
4. Curate good content
5. Recipes

45. Base Camp
Outposts

46. 1. Content
2. Engagement
3. Management
4. Measurement
Social Media Strategy

47. − Determine channels, based on audience (Blog,
Facebook, Twitter, YouTube, Instagram, LinkedIn …)
− Start slow, get comfortable
− Engage … be “social”
− Network build
− 10:1 // Value Add:Marketing
2. Engagement

49. Post Regularly
! Daily: text updates, photos, video
! Use Facebook as your page (business)
! Monitor closely
! Respond to comments
! Don’t feed that trolls

53. What to tweet…
! A blog post
! Top 10 Lists
! “3 Mistakes People Make When…”
! Ask a question / get feedback
! Comment on a tweet
! Retweet something interesting / useful

54. 1. Content
2. Engagement
3. Management
4. Measurement
Social Media Strategy

55. 3. Management (tools & systems)
− Identify resources
− Hootsuite
− Create a System
− Work it…
Social Media Management

58. 1. Content
2. Engagement
3. Management
4. Measurement
Social Media Strategy

59. 4. Measurement & Monitoring
− Google analytics
− Hootsuite
− Facebook, YouTube…
Measurement

61. Social Advertising

62. Social Advertising Checklist
1. Define your goals
2. Determine budget
3. Understand media and ad types
4. Craft copy (research, TTT)
5. Create graphics / photography / Video (Canva.com)
6. Determine target audience(s)
7. Determine / create landing page(s)
8. Create and launch campaign (split and A/B testing)
9. Monitor and analyze (conversion tracking)
10. Test, track and tweak…

63. Define Goals
1. Drive website traffic
2. Sell products or services
3. Generate email subscriptions
4. Generate leads
5. Get more exposure for posts and updates
6. Generate page likes
7. Promote an event

64. Budgeting
1. What is your overall marketing budget (SMB average is 10-12% of sales)
! On avg SMBs spend about 50% of their marketing budget on digital
2. What are your goals (sales, leads, awareness…)
3. Who is your target audience
4. How many do you need to reach
5. How much competition is there
6. What is your conversion rate

65. Audience Targeting

66. Ad Placements

67. Mobile News Feed

68. Desktop News Feed

69. Right Column

70. Instagram

71. Instagram – Carousel Ads

73. Website Tracking

74. Landing Pages

75. What is a Landing Page
A standalone web page distinct from your main
website designed for a single focused objective.
Two types of landing page:
1. Click Through
2. Lead Generation

76. Click Through Landing Page
! Goal is to persuade visitors to click-thru to another page
! Typically used in ecommerce funnels
! Describes product enough to bring visitor closer to making a
purchasing decision

77. Lead Generation Landing Page
! Used to capture user data (name and email address)
! Purpose of the page is to collect information that will allow you to
market to and connect with the prospect
! Contains a form along with a description of what you’ll get in
return for submitting your personal data.

78. Lead Generation Landing Page
There are many uses for lead gen landing pages:
! Ebook or whitepaper
! Webinar registration
! Consultation for professional services
! Discount coupon/voucher
! Contest entry
! Free trial
! Notification of a future product launch

79. Effective Landing Pages
1. Unique Value Proposition – headline should include a UVP that explains
what the buyer will get from you that they can’t get elsewhere.
2. Hero shot – the image that conveys a sense of what owning a condo at
the Escher would be like.
3. Benefits – compelling content that demonstrates exactly what they will be
getting.
4. Social proof – the positive influence that is generated when people find
out that “everybody’s doing it”.
5. Call to Action – the LP has one goal. The CTA should trigger action.
6. Limited navigation options to other sections of the site.

80. Unique Value
Proposition
Hero Shot(s)
Benefits
Social Proof
Call to Action

82. Unique Value
Proposition
Hero Shot
Benefits
Social Proof
Call to Action

84. How Remarketing Works

85. How Remarketing Really Works

89. Resource Guide
1. Google mobile site tester https://www.google.ca/webmasters/tools/mobile-friendly/
2. Facebook Ad Guideline https://www.facebook.com/business/ads-guide
3. Facebook ad text tester https://www.facebook.com/ads/tools/text_overlay
4. Set-up FB Business account https://business.facebook.com
5. FB for Business https://www.facebook.com/business/help/1375217276096623
6. Google Display Ad Builder
http://www.google.com/ads/displaynetwork/build-your-ads/display-ad-builder.html
7. Stocksy for royalty free stock photos https://www.stocksy.com/
8. Canva for creating ad images https://www.canva.com/
9. PicMonkey for creating / editing photos http://www.picmonkey.com/
10. Hootsuite https://hootsuite.com/