Your Guide to Social Advertising for the Holiday Season

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You’ve got your marketing budget earmarked for the holiday rush. Now comes the tough part: deciding how to spend it.

It’s an ongoing problem for marketers. New marketing channels, social networks and ad types continue to pop up, and it is a marketer's job to be aware of where consumers are spending their time and money. The pressure is on for brand marketers to keep in pace with consumers.

In this webinar, Tim Bosch, Director of Media and Planning of Likeable Media, and Marcus Whitney, CTO and Co-founder of Moontoast, reveal insights on how to help you plan your holiday social advertising strategy for maximum impact.

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  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Our innovative technology platform has delivered first-to-market interactive ads for brands such as Lexus, Nike, Toyota, Samsung, etc….
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • Social Interactive Advertising Platform for the Enterprise - We believe that ads need to be branded, creative social experiences that deliver rich engagement for the top brands and agencies.
  • With our Social Interactive Advertising Platform, a top brand can create an ad once and deliver it across all devices and social networks from a single ad creation, and then measure and optimize the results of the interactive ad.
  • Your Guide to Social Advertising for the Holiday Season

    1. 1. #SocialAds Your Guide to Social Advertising for the Holiday Season Tweet this link to invite your friends! http://bit.ly/AdsWebinar
    2. 2. #SocialAds Marcus Whitney Tim Bosch @MarcusWhitney @Moontoast Co-founder & CTO @timmybosch @LikeableMedia Director of Media Planning
    3. 3. #SocialAds What’s Inside? • Meet Likeable • Meet Moontoast • Approaching Facebook Advertising • Facebook Ads & the Holiday Season • Q&A, Feedback, Grand Prize
    4. 4. #SocialAds Have A Question? • Tweet questions to @LikeableMedia, @Moontoast or use the hashtag #SocialAds • Ask questions on Likeable’s Facebook page at fb.com/LikeableMedia • Use the chat bar in GoToWebinar to ask questions!
    5. 5. #SocialAds Meet
    6. 6. #SocialAds Timeline
    7. 7. #SocialAds Meet Likeable’s Clients
    8. 8. #SocialAds Meet
    9. 9. #SocialAds Who is Moontoast  2013 Facebook PMD Innovation Award Winner for Social Rich Media  Strategic partner exclusively focused on Social Interactive Advertising and recognized by AdWeek, TechCrunch, Mashable, AllFacebook, and others  Responsive Ad Technology to provide the best user experience  Ecosystem of Partners for email, data, targeting, technology, commerce, & ad buying  Social Rich Media Expertise with big brands Social Interactive Advertising Platform for the Enterprise
    10. 10. #SocialAds Trusted by Top Brands Around the World
    11. 11. #SocialAds Approaching Facebook Advertising
    12. 12. #SocialAds What Sets Facebook Apart? • 180 Million Monthly Users in the USA • 136 Million Monthly Users on Mobile in the USA • Mobile users spend 1 out of 5 minutes on Facebook • Average time spent per Facebook visit is 20 Minutes • Paid efforts to effectively reach and target these users has improved dramatically in the past year
    13. 13. #SocialAds What Sets Facebook Apart? • Paid efforts to reach these users is becoming better and better by the month • Targeted Reach – constantly adding improved targeting • Deep Engagement – better visual formats in the News Feed (particularly on mobile) and ability to enter the News Feed of non- fans has benefited advertisers • Social Rich Media – Facebook has optimized for brands to use Rich Media ad units in the News Feed across devices
    14. 14. #SocialAds The 7 Step Approach Marketing Objectives → Generate the right response Targeting→ from the right people Ad Placement→ by showing them Creative→ the right message Campaign Set-Up→ efficiently Buying Measuring→ with demonstrable results
    15. 15. #SocialAds The Facebook Ads Process
    16. 16. #SocialAds First Things First: What’s the Marketing Objective? • Increase sales in store/online or acquire new customers in store/online • Launch new product/brand • Increase product/brand awareness • Drive loyalty • Drive app installs
    17. 17. #SocialAds Overview of Targeting Capabilities • Standard Audiences • Custom Audiences • Lookalike Audiences
    18. 18. #SocialAds Standard Audiences
    19. 19. #SocialAds Partner Categories • Reach people on Facebook based on 3rd party data of their offline activities
    20. 20. #SocialAds Custom Audiences • Reach your specific customers at scale by targeting your lists
    21. 21. #SocialAds Lookalike Audiences • Find more people who look like your best customers • Further qualify the Lookalike audience by layering additional targeting (Demographics, location, interests/lifestyle, 3rd party data)
    22. 22. #SocialAds Segment Your List • Target subsets of your custom audience. Examples: • Prospects vs. Customers • Key dates (renewals, birthdays, etc.) • Create specific Lookalike Audience segments. Examples: • People who bought your product in the last 3 months • People who spent the most on your products last holiday season • People who don’t ever open your newsletter
    23. 23. #SocialAds Facebook Ad Placement Options
    24. 24. #SocialAds Placement: The Desktop News Feed • Great for off-site conversions
    25. 25. #SocialAds Mobile News Feed • This is the best placement for overall brand awareness and post engagement
    26. 26. #SocialAds Right Hand Side • The cheapest real estate on Facebook (lowest CPM)
    27. 27. #SocialAds Summary of Placement Options
    28. 28. #SocialAds Ad Types & Placements
    29. 29. #SocialAds Facebook Ads & the Holiday Season
    30. 30. #SocialAds Holidays and the Social Media Landscape • In 2012, nearly 1 out of every 3 consumers (29%) used social to inform a gift purchase leading up to the holidays • Social media is the #3 resource for holiday gift research and recommendations • 62% of social shoppers make a holiday gift purchase as a direct result of an interaction they had on a social network
    31. 31. #SocialAds Page Post Link Ads Upgrade What once was lost… Now is found…
    32. 32. #SocialAds Page Post Link Ad Opportunity • People click on images more than anything else on Facebook • Now instead of seeing a full-size image when they click, consumers are sent to your site • However, many brands are still using the old “work around” to drive web traffic – posting a photo with a link within the text prompt
    33. 33. #SocialAds Measure True ROI with Conversion Tracking • Create an offline pixel and start optimizing your ads for web conversions
    34. 34. #SocialAds Unpublished Page Posts • Here’s a small list of reasons to be using Unpublished Page Posts this season: • To show special offers to specific Facebook Custom Audiences – can be a powerful technique for driving sales during holidays • To test different creative on a smaller scale before using the best performing messaging as a fully promoted regular Page Post • Drive engagement & conversions at scale without clogging your current fan bases’ News Feeds • To have the ability to post to mobile or desktop only
    35. 35. #SocialAds Social Rich Media • Explosive growth Social, Mobile, Video • Value cost is advantageous in digital advertising versus TV at scale • Interactive advertising supports the entire path-to-purchase to maximize ROI • Innovation with interactive advertising is creating unique opportunities in social to leverage the news feed (e.g. location-based services, OpenGraph stories)
    36. 36. #SocialAds Social Rich Media Ads Target Audiences Along Consumer Journey Awareness Lead Generation Preference Shopping Experience Endorsement • Interactive and transactional rich media experiences which engage social consumers throughout the entire path-to-purchase journey within the social context.
    37. 37. #SocialAds • Align user functionality and calls to action with business KPI’s • Optimized for mobile devices, social channels and are embeddable • Can be promoted via media buy Interactive Rich Media Ad Units – Responsive Interactive Rich Media Ads Interactive ads can be distributed at scale on major social channels like Facebook and Twitter, across multiple device types responsively.
    38. 38. #SocialAds Free Resources
    39. 39. #SocialAds Free Resources
    40. 40. #SocialAds Free Resources
    41. 41. #SocialAds Marcus Whitney @marcuswhitney @Moontoast Tim Bosch @timmybosch @LikeableMedia Questions? Feedback? Grand Prize!

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