1. The Basics of Social Media Advertising April 29, 2010 1:00 PM – 2:00 PM (EDT)

2. Who We Are Who We Are Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success. Hanny Hindi Clickable Search Marketing Guru Max Kalehoff Clickable Search Marketing Guru & Vice President of Marketing 4/29/10 2

3. Agenda Our Goal Today: Introduce the Basics of Social Media Advertising. The basics of social media advertising’s costs, ad copy restrictions and bidding procedures. What you need to know to make an informed decision about whether to advertise on social media networks. Strategies for “hyper-targeting” users on. Incorporating social media advertising into a larger social media strategy that includes Twitter feeds and Facebook fan pages. 4/29/10 3

5. The first major innovation in online advertising since search.

6. Companies with major scale (especially Facebook) are creating new opportunities for advertisers.

7. These are opportunities that advertisers will need to seek out; they aren’t going to make their way into the search networks.4/29/10 4

8. History of Social Media Marketing Social Advertising Earned Social Media Tactics 4/29/10 5

10. MySpace: 250 million members, 60 million unique users each month.

11. Twitter: over 100 million members, 55 million tweets a month.4/29/10 6

13. Create a page with useful, current information.

14. Integrate social media features into your website.

15. Direct Response: performance advertising:

16. Create a social PPC campaign.

17. Track performance against your other direct response channels (SEM, email, etc.)

18. Spend more in whichever channels yield best results.4/29/10 7

19. Maintaining a Presence on Social Media Sites Pages or Profiles Pay-per-click (PPC) ads 4/29/10 8

21. Any company, brand or organization can make an advertiser page for free.

22. Customers and potential customers can become “friends” or “fans” or your business or brand.

23. Can include information about your business, such as:

24. Hours

25. Location

26. Website

27. Menu/list of services

28. Can (and should) include other dynamic content, such as:

29. Your updates (e.g., “Sale this week only!”)

30. Comments left by your customers and fans

31. RSS feed of your blog4/29/10 9

32. Social Media Profile Pages 4/29/10 10

33. Social Media Profile Pages 4/29/10 11

34. Social Media Profile Pages 4/29/10 12

35. Social Media Profile Pages 4/29/10 13

37. Make sure somebody within your organization can manage profile pages on a day-to-day basis; the information on those pages is too specific and dynamic to outsource.

38. Take advantage of the ability to mass-message your fans/friends/followers.

39. Decide whether to display your customers’ comments.

40. If you do, you’ll need to moderate them.

41. If you don’t, you’ll need to fill that blank space somehow.

42. Don’t create a page just because, and then leave it blank, out-of-date, or ugly. It’d be better to not have one at all.4/29/10 14

44. Local pizza place, ice cream shop, coffee house

45. Consumer brands

46. Membership-based organization (church, club)

47. If you have a service or product that people might search for on Facebook.

48. Results are localized

49. Not a lot of competition

50. If you want to provide your customers with a hip, casual way to interact with you and each other.

51. If you want to be able to target advertising and messages specifically to your fans.4/29/10 15

53. Auction-based, PPC pricing

54. Ads appear within content pages (not search results pages)

55. Typical click-through rates (CTR) are comparable

56. Ads are narrowly targeted to a niche audience

57. Important differences from content match ads

58. Targeting: Social/demographic, not contextual.

59. Ad creative formats: 125 character descriptions, should always include images.

60. Account structure: No ad groups.4/29/10 16

62. “18-25 yr. old male college graduates with an interest in chess”

63. “unmarried 20-25 yr. old women living in Pennsylvania”

64. And so on…

65. Once you’ve defined your personas, use the social network’s targeting options to implement them.4/29/10 17

66. Social Media PPC Ads: Ad Targeting 4/29/10 18

67. Social Media Ads are not contextually based on page content. They are always targeted to the user’s profile data. Ads are for a 30-year-old college-educated male in Baltimore. 4/29/10 19

69. Title (25 chars)

70. Body text (125 chars)

71. Image (optional)

72. Best Practices

73. Everything that’s good writing practice for SEM still applies.

74. Include an image.

75. Directly address your target audience by age, gender, location and interest.4/29/10 20

76. SEM Account Structure Campaign: Set budget (contains ad groups) Ad Group 2 keywords ↔ ads Ad Group: (contains targeting parameters & ads) Ads: Keywords: pizza Ad Group 3 keywords ↔ ads pizza delivery order pizza pizza online Ad Group 4 keywords ↔ ads cheap pizza 4/29/10 21

78. Manhattan

79. 18-22Single ad creative Ad 2 Targeting Parameters ↔ Ad Creative Ad 3 Targeting Parameters ↔ Ad Creative 4/29/10 22

81. Each “ad” pairs targeting options with single ad copy

82. Budgets and bids are set on individual ads

83. Best Practices

84. Create many small, narrowly-targeted ads.

85. Track conversion rates and ROI separately for each ad.4/29/10 23

91. Custom social network-specific landing pages for PPC.

92. Include content from your website on your page.

93. Interact with your customers on your Facebook page, and listen to their feedback.

94. Use Facebook social plugins to integrate your website into Facebook.4/29/10 28

95. Getting Started Now Join Facebook and Twitter. Learn how they work. Create a company profile page. Create a single practice ad for a tiny niche. Create a broad ad covering many customers. Over time, refine your broad ad into many smaller niches with custom ad creatives. Integrate Facebook and Twitter sharing features into your website. http://www.facebook.com/advertising/http://advertisting.myspace.com 4/29/10 29

96. Simplifying SMA with Clickable 4/29/10 30

97. How Clickable Can Help Let Clickable Assist Account Associates create and manage Pay-Per-Click Facebook Ads for you. Create and edit Facebook edits in Bulk with Clickable Pro. Track performance alongside Google, Yahoo and Microsoft with Clickable Conversion Tracking. Report search and social performance side-by-side. http://www.facebook.com/advertising/http://advertisting.myspace.com 4/29/10 31

98. How to Sign Up for Clickable Simply go to www.clickable.com/signup and try the Pro product free for 15 days. If you want more support, consider Clickable Assist, our fully-managed solution: www.clickable.com/assist Or email us: editor@clickable.com 4/29/10 32