Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

UHD AMA | Influencing Today's Consumers Through Social Advertising

189 views

Published on

MMI Agency's Social Media Director Caitlin Jeansonne presented to the University of Houston Downtown American Marketing Association about social media advertising and how to build effective strategies to win the new consumer landscape.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

UHD AMA | Influencing Today's Consumers Through Social Advertising

  1. 1. Influencing Today’s Consumer through Social Advertising CAITLIN JEANSONNE Social Media Director at MMI Agency @MMIAgency | @QCait
  2. 2. 2 About Caitlin • Cat lady, pop culture junkie, geek • 10+ years experience in digital strategy, SEO/SEM, social media • Follow me @QCait!
  3. 3. 3 About MMI Agency EMPLOYEES 80 CLIENTS 77
  4. 4. 4 About MMI Agency
  5. 5. 5 Let’s Chat • Why Social Ads? • Social Platforms • Campaign Strategy • Trends • Resources
  6. 6. 6 Once upon a time….
  7. 7. 7 The New Consumer Landscape
  8. 8. 8 198 million active ad block users around the world
  9. 9. 9 Social Media Marketing Spend Source: Statista
  10. 10. 10 Social Platforms Lower Opportunity for Organic Reach Higher Opportunity for Organic Reach Niche Appealing/ Smaller Broadening Appeal/ Larger
  11. 11. 11 Ad Types Driving On-Platform Driving Off-Platform • Sponsored Content • Posts • Video/Media • New Fans/Followers • Lead Generation • Direct Response • Clicks • Conversions • Product Ads • Lead Generation
  12. 12. Campaign Process
  13. 13. 13 Campaign Elements Goals Audience Budget Platforms Creative Reporting
  14. 14. 14 Goals Awareness Consideration Preference/ Purchase Retention • Increase visibility to key new audiences • Utilize existing customers’ networks to build awareness through social endorsement • Improve brand perception in consideration set • Reinforce key brand attributes • Educate on service offerings • Drive website traffic and new consumers into the sales funnel • Purchases and conversions • Capture direct customer feedback and market insights • Resolve customer service issues efficiently • Build brand trust and customer loyalty
  15. 15. 15 Audience Houston Families Avid Golf Fans Millennials Develop personas • Who are they? • What are their needs? • Where do they hang out online? • What are their objections?
  16. 16. 16 Audience Targeting • Demographics (age, gender, location) • Relationships (relationship status, family makeup, parents/children) • Education (school, field of study) • Work (employer, industry, job title) • Home (home type, ownership, composition) • Ethnicity • Life events • Interests • Remarketing & Lookalikes
  17. 17. 17 Audience Behavior Targeting • Purchase behavior • Charitable donations • Banking/investments • Spending methods • Media consumption (TV, Radio) • Travel • Residential profiles • Seasonal
  18. 18. 18 Audience Connection Targeting Why does it work? • Social proof • 83% of people trust recommendations from people they know • People tend to behave like their friends
  19. 19. 19 Try this: facebook.com/ads/preferences
  20. 20. 20 Budget • Facebook minimum is $5/day • 38% of organizations spent >20% of their total ad budgets on social in 2015 • Things that affect budget: • Audience size • Audience competition • CTA • Relevance score
  21. 21. 21 Rule of thumb: The more you’re expecting a user to do, the more you should expect to pay
  22. 22. 22
  23. 23. 23 Budget Reserve budget for key cultural moments!
  24. 24. 24 Platform(s) • Where do your users hang out? • Where does your content make the most sense? • Where are you already active? • What platform has targeting options that make sense for you?
  25. 25. 25 Creative +84% improvement vs. • Should match the “feel” of the network • Optimize image size, character count by platform • Facebook 20% Rule • Ex: Instagram square images
  26. 26. 26 Creative • Every word counts • Avoid ad fatigue by swapping out often • Think mobile-first • Test, Test, Test
  27. 27. 27 Rule of thumb: Creative should feel as native to the platform as possible.
  28. 28. 28
  29. 29. 29 Reporting Awareness Consideration Preference Purchase • Reach • Views • Clicks • Content Views • Engagement • Likes/follows • Likes/follows • Shares • Post-click engagement • Coupon downloads • Social listening • Conversions • Coupon Redemption • Tracking Tags
  30. 30. 2016 Trends
  31. 31. 31 Live video • Facebook Live, Instagram Stories, Periscope, YouTube and Snapchat • Facebook Live video streams are pushed to the top of fans’ News Feed • Reporting options vary widely by platform • Content strategy is key
  32. 32. 32 Messaging Apps • Messaging apps provide the benefits of texting without the extra fees for: international messaging, encryption security, communicating with users on incompatible devices • Most popular messaging apps: • Kik • WhatsApp • Facebook Messenger • 36% of smartphone users and almost half of all young adults use at least one messaging app • Rise of Chat Bots: artificial computer programs built to mimic human conversation and stimulate conversation with a user
  33. 33. 33 Influencer Marketing • 59% of marketers will increase influencer marketing budgets in 2016 • Some brands still treat influencer content as an ad buy • The rise of microinfluencers • Adhere to all FTC guidelines #ad
  34. 34. 34 Additional Resources • Follow industry resources: • The Skimm • SmartBrief on Social Business • MarketingLand • Digiday • Training resources: • Lynda.com • Twitter Flight School • Facebook Blueprint • Google Analytics • Google Adwords
  35. 35. Questions?
  36. 36. Thank you

×