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Using Social Insights To Fine Tune Your Advertising | Current360

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Using Social Insights To Fine Tune Your Advertising | Current360

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Using Social Insights To Fine Tune Your Advertising, presented by Angela Trumbaturi, Social Media Director at Current360 for Advertising Federation of Louisville Lunch & Learn, June 24, 2014.


While most businesses understand how to promote their content to consumers via “owned” social media channels, many are missing the opportunity to get their message in front of highly targeted audiences through paid social ads. On June 24th I had the honor of presenting the following to the Advertising Federation of Louisville during a Lunch & Learn.

In Using Social Insights To Fine Tune Your Advertising, we discussed how social media can be used to gain consumer insights and how those insights can be used to create targeted advertising. We walked through the latest options presented via paid social advertising on Facebook, Twitter, LinkedIn and discussed targeting according to demographics, social connections, interests and habits on desktop and mobile devices.

Unfortunately (or fortunately…) I couldn’t squeeze my cheesy jokes, social ad stories, and detailed explanations onto SlideShare. That being said, if you’d like to discuss further, feel free to reach out to me in the comments below or shoot us a message!

See more at: http://current360.com/play/targeted-advertising-using-social-media/#sthash.qOte6E9t.dpuf

Using Social Insights To Fine Tune Your Advertising, presented by Angela Trumbaturi, Social Media Director at Current360 for Advertising Federation of Louisville Lunch & Learn, June 24, 2014.


While most businesses understand how to promote their content to consumers via “owned” social media channels, many are missing the opportunity to get their message in front of highly targeted audiences through paid social ads. On June 24th I had the honor of presenting the following to the Advertising Federation of Louisville during a Lunch & Learn.

In Using Social Insights To Fine Tune Your Advertising, we discussed how social media can be used to gain consumer insights and how those insights can be used to create targeted advertising. We walked through the latest options presented via paid social advertising on Facebook, Twitter, LinkedIn and discussed targeting according to demographics, social connections, interests and habits on desktop and mobile devices.

Unfortunately (or fortunately…) I couldn’t squeeze my cheesy jokes, social ad stories, and detailed explanations onto SlideShare. That being said, if you’d like to discuss further, feel free to reach out to me in the comments below or shoot us a message!

See more at: http://current360.com/play/targeted-advertising-using-social-media/#sthash.qOte6E9t.dpuf

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Using Social Insights To Fine Tune Your Advertising | Current360

  1. 1. Using Social Insights To Fine Tune Your Advertising AAF Louisville, @adfedlou Angela Trumbaturi, @atrumb
  2. 2. @insidecurrent @atrumb
  3. 3. @insidecurrent
  4. 4. @insidecurrent
  5. 5. @insidecurrent The most effective ad can fail if it doesn’t reach the right audience.
  6. 6. @insidecurrent
  7. 7. @insidecurrent
  8. 8. Social Insights Social media can give you insight into your customer base. Discover what your customers like, what they are interested in, who they are, habits. @insidecurrent
  9. 9. In the food and beverage category for example, only 5% of conversations mention a brand. The opportunity is to understand the other 95% where the most powerful communication and innovation insights are found. @insidecurrent Social Insights: Conversations
  10. 10. Blogs Message Boards Facebook Pages Twitter Searches LinkedIn Groups Instagram Hashtags @insidecurrent Social Insights: Conversations Online conversations leave a permanent trail that allows us to explore consumers’ worlds in constantly changing ways.
  11. 11. @insidecurrent
  12. 12. Facebook Advertising Ads Manager & Power Editor are the tools that let you customize the audience you want to target in your campaign. They don’t give you any insights for that audience before running with it. @insidecurrent
  13. 13. Facebook: Audience Insights A tool to help you target your Facebook ads more effectively. Learn more about the people your ad reaches before you spend money on it. @insidecurrent
  14. 14. Facebook: Audience Insights @insidecurrent
  15. 15. Facebook: Audience Insights Get to know the people who matter to your business, so you can understand what matters to them. Their locations, interests & behaviors. Create messages that will resonate. @insidecurrent
  16. 16. Facebook: Audience Insights Self-reported data: This is data gathered as people share on their personal profiles. It includes liking inside Facebook, relationship status, job, education level, etc. @insidecurrent
  17. 17. Facebook: Audience Insights Off-Facebook data: Collected by companies such as Acxiom, Epsilon & Datalogix. Purchasing behaviors, home market value, household income and more. *Pay attention to the % of audience matched at the bottom of each chart. This external data is matched to Facebook user IDs. @insidecurrent
  18. 18. Facebook: Audience Insights Data is divided into six main tabs: @insidecurrent
  19. 19. Facebook: Audience Insights @insidecurrent
  20. 20. Facebook: Audience Insights @insidecurrent Affinity: likelihood of a segment being in this audience over the average Facebook user.
  21. 21. Facebook: Audience Insights Page Likes: Facebook pages that are likely to be relevant to your audience based on Facebook page likes. Great way to find other relevant sources in your niche. @insidecurrent
  22. 22. Facebook: Audience Insights @insidecurrent
  23. 23. Facebook: Audience Insights @insidecurrent
  24. 24. Facebook: Audience Insights @insidecurrent
  25. 25. Facebook: Audience Insights Custom audience: Populate an existing custom audience to analyze it (email, phone). Connections: Include or exclude your own fans. Advanced: Filter for behaviors, language, relationship status, education, work, financial, home, market segments, parents, politics, life events & device owners. @insidecurrent
  26. 26. @insidecurrent Facebook: Ads Most online advertising reaches only 38% of its intended audience. Facebook’s average is 89%. *Nielsen, 2013
  27. 27. @insidecurrent Facebook: Goals News Feed Right Hand Mobile vs. Desktop
  28. 28. Facebook: Advertising @insidecurrent
  29. 29. Facebook: CTA Buttons @insidecurrent Web Clicks Conversions
  30. 30. @insidecurrent Facebook: Advertising
  31. 31. Facebook: Right Hand Ads @insidecurrent
  32. 32. Sidebar Ads > Fewer Ads > More Competition > Higher Ads will also become more effective Facebook: Right Hand Ads @insidecurrent
  33. 33. of your ads diligently, you can limit waste and focus bud s will differ depending on the audience and placement o Facebook: Reporting @insidecurrent
  34. 34. Facebook: Reporting @insidecurrent
  35. 35. Twitter: Insights @insidecurrent Ads Dashboard Follower Activity
  36. 36. Twitter: Insights @insidecurrent
  37. 37. @insidecurrent Twitter
  38. 38. @insidecurrent Twitter: Remarketing
  39. 39. Twitter Cards @insidecurrent
  40. 40. LinkedIn @insidecurrent Sponsored Posts Ad Network
  41. 41. Instagram Insights
  42. 42. • Traditional marketers typically calculate return based on investment and what it brings to the bottom line • Social media campaigns require assessing different metrics • ROI isn’t everything; that doesn’t mean you can’t measure • To reduce the impact of social to a revenue number fails to account for the significant business value it delivers • Remember: social delivers across the entire lifecycle of customer relationships Measuring Success @insidecurrent
  43. 43. ALWAYS monitor your results @insidecurrent
  44. 44. Questions? angela@current360.com Angela Trumbaturi current360.com

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