Facebook Marketing and its place in "Paid, Earned, and Owned Media"
•Download as PPTX, PDF•
0 likes•431 views
Facebook is still the largest social media platform in the world and it continues to reign with Millennials (ages 15-34). A recent study focusing on Millennials in the U.S. shows that 66% (92 million) are still using Facebook compared to only 29% for Twitter.* Join Justin Estrada, Media Planner at Hobsons on March 12 at 2pm EST, as he shares best practices on how to tap into this large market and target the right students using Facebook. Content will focus on students who aren’t currently familiar with your brand or are considering you on their short lists. What you’ll learn: - How paid, earned, and owned media translate to Facebook - Why paid media is a critical component - Branding and lead generation techniques - Targeting the right students
Recommended
More Related Content
Similar to Facebook Marketing and its place in "Paid, Earned, and Owned Media"
Similar to Facebook Marketing and its place in "Paid, Earned, and Owned Media" (20)
Recently uploaded
Recently uploaded (20)
Facebook Marketing and its place in "Paid, Earned, and Owned Media"
- 1. Facebook Marketing and Its Place in Paid, Owned, & Earned Media
- 2. INTRODUCTIONS Justin Estrada Media Planner, Lead Generation Chris McNamee Vice President, Marketing 2
- 3. AGENDA 1 Paid, Owned and Earned Overview 3 Maximizing Owned Media 2 Developing a Paid Media Strategy 4 Completing the Conversion Funnel 3
- 4. 4
- 5. 5 CHINA
- 7. 7 Understanding Paid, Owned, & Earned
- 8. 8
- 9. 9
- 10. 10
- 11. 11
- 12. 12
- 13. 13
- 14. 14
- 15. 15 Benefits A Paid Media Strategy on Facebook
- 17. 17 Paid
- 18. 18 Paid
- 19. 19
- 20. 20 Paid
- 22. 22 Maximizing Owned Media on Facebook
- 23. 23 EDUVENTURES ASKED ADULT STUDENTS
- 24. 24 Owned
- 25. 25 Owned
- 26. 26 Owned
- 30. 30 Paid
- 31. 31 Owned
- 32. 32 Paid
- 34. 34 Questions?
- 35. Contact Information Justin Estrada Media Planner, Lead Generation justin.estrada@hobsons.com 513-354-7880 Chris McNamee Vice President, Marketing chris.mcnamee@hobsons.com 513-924-3253 35
- 36. 36 Thank You
Editor's Notes
- So obviously we are here today to talk about marketing on Facebook. What started out as a Social platform for Harvard Students has grown into a large media behemoth that has the reach and scale rivaling nearly any content provider in history.
- One of the main things that facebook has going for it is its absolutely massive scale. At the end of2014 they reported 1.39 Billion Monthly Active Users. Meaning, If facebook was a country, they would be tied for the largest country in the world, with China
- The first thing I want to do is stress to you that the decision process for a Higher Education Institution isn’t different from any other large item purchase. As you likely know, the 3 stages of the conversion funnel are Awareness, Consideration and Conversion. Facebook is unlike any other media channel in that it has the ability to affect students at each stage of the funnel. No Facebook marketing plan is complete if you haven’t properly addressed the needs of the student at each stage of the funnel. One thing I want to stress in the upfront is that while it is possible for a student to only interact with you institution on Facebook, it’s extremely unlikely. Facebook can’t do this on it’s own, and setting aside other tactics to focus solely on Facebook is unwise.
- As we talk about our marketing strategy, it’s important that we have a firm understanding of what paid owned and earned is, and why it’s an important concept to understand. Paid Owned Earned are a simple construct for crafting your marketing plan and it helps you to understand what you can and cannot affect through advertising. I have a really simple analogy that I like to use when discussing this concept, and I’ll share it with you today.
- Let’s say you are want to host a 4th of July barbecue. Naturally, you would prefer that you have a party where all of your friends come over, and you all enjoy some fun yards games, good food and fireworks. So what can you do to make sure that your party looks like this, and not like this? How can you ensure that people not only show up at your party, but also want to come to any of your future parties?
- The first thing that you might do if you were to host a 4th of July party would be to send out invitations. You could also call, text and email your friends, but if you really want everyone to show up you need to make an impression on them. You aren’t the only one hosting a 4th of July party you know. So you need to make a great first impressions. This is your paid media. It’s the media that you pay for to reach out to others and let them know about the event that you are putting on.
- Now how about that party. You better make sure that it has a great set up. So you bust out your American Flag Cornhole boards, grill up some super tasty burgers and of course get the best fireworks your state will allow. This is your owned media. These are the things that you can control that give the user the best experience possible.
- Now your friends Chip and Chuckie are tweeting, facebooking and texting all of the friends that decided NOT to come to your party and telling them what a mistake they made! They should be at YOUR party! This is earned media. These are the nice, and not nice, things that people say about you and your party. The only way to affect this media is to send great invitations and put on an awesome party. So what does this look like in the “real” advertising world?
- This is the Facebook page of Warby Parker. I don’t know how much you guys know about Warby Parker, but they are an eyecare brand that sells corrective lenses online. This facebook page would be considered Warby Parker’s Owned media. On this page they can post almost anything they like about anything they want. Naturally they are posting about things relevant to their brand, something that we will get into a little further later.
- This is a Facebook ad for Warby Parker. I received this ad a few days ago, and even though I don’t wear glasses I was interested. So this is Warby’s paid media. It’s how they let me know that they are having a party and that I am invited. I should check out their site and see what they are all about.
- Finally, I actually received a call from my co-worker Dave Boyd, and he was asking me what I thought of his new glasses. He also wanted to tell me how much he loved
- As organic reach dropped we felt it was important to supplement that traffic with paid media. This is what Facebook will tell you, and unfortunately there isn’t much to be done to combat that stance. There are a few key learnings that we have gained from our time running Facebook marketing
- One of the absolute benefits of advertising on Facebook is the ability to message test. The scale of the platform really allows marketers to test out different messages and learn in real time what resonates with the audience. For many Higher Ed Institutions there are limited resources for marketing, and gaining access to a service like Simmons ONEview or hiring a team to go out and interview students may simply be out of the question. The second benefit is more obvious, but I do want to talk for a bit about the best ways to generate awareness of your institution. Having a Facebook page and posting on it is not enough to create awareness of your institution or any new things that may be taking place on campus. It’s important to understand that if you would like to generate any sort of awareness, you are going to have to pay for it
- As you can see here, we have 3 ads with the same image but different messages. Our strategy when writing copy is to identify 3 or 4 things we believe differentiate us from our competitors and create talking points around each of these. The goal here is to find the message that achieves to our success metric. That could be as simple as CTR, or more direct response like a CPL
- Let’s say that the message that had the highest return for us was the message around Affordability. The next step here is to expand upon that message point and see is we can drive more interaction by changing our image and tweaking the language Regardless, what we learn here can and should influence the type of information you post on you school’s page. You could even find ways to take this information offline and into other marketing materials.
- In just a few minutes we are going to talk about Content marketing and maintaining your page on Facebook, but I want to first mention what a waste of time those efforts could be if you were not supporting them with paid media. In early 2014 the smart people at Social@Ogilvy noticed that the organic reach of their clients facebook pages had been dropping. What this means is, even though someone has liked your page, the percentage of those people that were actually seeing posts that you made to your Facebook page was dropping. In November Facebook made it official, notifying all advertisers that if they currently manage a page and post content, they were going to have to boost those posts with paid media in order for people to see them.
- Now, when you make a post on your Facebook page you will see a button at the bottom allowing you to boost your post. While it is possible to boost every post, I highly recommend that you develop a strategy around the right posts to boost. From a lead generation standpoint, I would recommend only boosting content that can tie back to your lead generation metrics. It’s important that you develop a strategy around boosting posts that allows you to make a boosting decision quickly and easily.
- In order to get conversion at the bottom of the funnel, you need to start stuffing the top. In a recent Eduventures report, they stated that Adult students only really consider 2 to 3 schools when deciding to go back to school. In order to make that consideration set the potential student needs to be aware of your institution and what you have to offer. Paid ads on facebook play a critical role in generating awareness and getting students started in the conversion funnel.
- Content marketing is a critical piece of any marketing strategy, but often times is the part of the plan that gets neglected. So what I want to talk about here is the importance of content marketing, and taking those learnings to Facebook. Let’s first talk about how the internet has changed our shopping behaviors. In the last 20 years consumers have increasingly turned to Google to get more information about products or services they are interested in. Believe me, this is no different in Higher Education. Like any large purchase decisions, students are going to seek out as much information as possible about your institution. Facebook, and it’s ability to house and deliver content makes it a great medium for spreading information to current and potential students.
- Here is something that I want to address immediately. In a study that Eduventures released a few months ago, they noted that Adult students don’t tend to turn to Social Media to do further research on a potential institution. Thankfully more than half of the students use the school’s website to gather more information, although I am shocked that number isn’t higher. Some people may look at this report and say “well then I shouldn’t be on social media. I shouldn’t waste the effort”. I look at this report and say “There is still a reason to be active on social media.” And further, the thing that this doesn’t address is, who are these 21% of students? We don’t know if they are converters or just browsers, and we can’t rule out either possibility. So even if the numbers aren’t incredibly high, we should still be focused on providing the best experience possible.
- To the end, here is a page of an institution that I am familiar with. Identities have been blocked to protect the innocent, but you can see that there is nothing here. There is no phone number, no address and all relevant information has been sourced from Wikipedia. This is a very small school, with a small enrollment and small faculty and staff. And while I wouldn’t suggest that they should have all of the content of a large institution, the fact that there is nothing here concerns me as a potential student. I would be looking to get a better feel for the campus and the student life at the college, and I can’t currently do that with the information here. It may be that some of that information is on the .edu site, but I was hoping to get more here.
- Here is the page of a much larger institution, Arkansas State University. This is certainly not an Apples to apples comparison, but it is a useful guide to showing how Facebook can be used. One of the first things that you notice here is that they are using this page for several different reasons.
- Arkansas State does a great job of updating their Facebook page regularly, and providing content for not only their current students, but also potential students. From fun videos made by students, to important weather alerts, Arkansas State gives you an idea of what it might be like to be a student at their University. The university’s culture and personality shine through in nearly every post, which is exactly what you would hope to see. As a potential student, you may still decide to go to the Wesleyan College based on a host of other factors, including cost of going to school, programs offered or accreditations. But what you can do on your Facebook page is appeal to the emotion of the potential student. Appealing to the emotional part of the students decision may be enough for them to choose you over another institution.
- One final piece of advice when it comes to content marketing, regardless of if it is on Facebook or not, is this concept of “They ask, we answer”. The idea here is to create content that helps the answer the questions that your potential students are asking about you. Whether it’s the price of going to school, or what move in day is like, you can gain a lot of goodwill by simply answering the questions that the students have. You may want to speak with your admissions team and see what kinds of questions they are being asked about your institution. Even if these questions are tough to answer, like “What is the graduation rate of your institution” it’s worth at least thinking about how you can answer that question online. This isn’t a FAQ, where you only give one sentence answers. Go into detail about why the typical student graduates in a specific amount of time, and provide information around the types of assistance offered to students to help them achieve their goals. This may seem really scary, but I think you might be surprised at the feedback you receive.
- So as we move down the Conversion funnel, it’s easy to see how this owned media, specifically your Facebook page, fits into this consideration bucket. This is the stage where we start to lose some potential students, and that’s ok. Your institution isn’t a fit for everyone, and it’s important to remember that. However, what you don’t want to do is lose someone that is a viable student just because you didn’t let them peak behind the curtain get a feel for who you are. In this time when organic reach is shrinking, and effectiveness is in question it is even more critical that we put emphasis on the type and quality of information that we put out. No chance can be wasted to make a connection to a potential student.
- So how do we tie this all together? How do we move the potential student from consideration down to conversion on Facebook? Facebook offers a few tools that allow us to specifically reach out to and target users that we know are closer to the bottom of the funnel. Even with these tools, it’s still likely that you will see a potential student finally convert via search or direct visit to your website, so don’t be surprised if that is the case.
- The first tactic, and one that you might have seen if you visit Facebook regularly, is a retargeting ad. Building a custom audience to serve a targeted message to is extremely easy on Facebook, and only requires you to place a piece of code on your website. In our experience for Higher Education, these ads don’t tend to have a lot of scale or drive a lot of conversions, but they do tend to be our most qualified conversions and move through to enrollment at a much faster rate. I do want to mention here that these ads tend to be served at a much higher rate than normal ads, so it’s important to make sure that you rotate new creative in at a consistent rate.
- Another thing that you could do is add a lead form directly to a tab on your Facebook page. Times where we have implemented this for a client, we have seen that the number of leads increases dramatically. Many people don’t want to be taken away from Facebook to get in touch with you, so implementing a lead form on the page may be easy enough for them to consider completing it. I will say that this isn’t a turnkey solution that Facebook offers, but if you are interested in implementing something like this please reach out to us and we’ll be happy to tell you how to do this.
- Finally, maybe you have a list of students that came to an event or are an old lead that hasn’t been contacted in awhile. Because of the scale that Facebook has, they offer the ability to turn a list of email addresses into a custom targeted list that you can serve messages to. At a high level, once you upload this list of emails to Facebook, they are going to run that list against every single person that has ever created an account, and match the emails to the users. Because this is a custom list created from a custom set, I highly recommend developing custom creative that speaks directly to this audience. Also, be sure to update the list from time to time and remove any student that has converted. You don’t want to serve an ad to someone that is already a student!
- So there you have it. A pretty simple explanation on how with the help of Facebook you are able to reach a student at every level of the conversion funnel.