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How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014

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My presentation from Zenith Social Media Marketing 2014. Go through it to learn about how you can use paid social media advertising promotions and measure results to better track ROI to impact actual business objectives.

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How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014

  1. 1. Grant Tilus Associate Inbound Marketing Manager #Zenith2014 How to Use Paid Social Promotions to Drive Measurable Business Objectives
  2. 2. Grant Tilus May 29, 2014 | Copyright Collegis, LLC. Proprietary and Confidential. 2 Associate Inbound Marketing Manager, Collegis Education Director of Content Marketing, MnSearch.org @GrantTilus plus.google.com/+GrantTi lus
  3. 3. Are You a Small Business Owner/Employee? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 3 #Zenith2014@GrantTilus
  4. 4. You Used To Love Social Media Marketing May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 4 #Zenith2014@GrantTilus
  5. 5. But Then Things Started to Change May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 5 #Zenith2014@GrantTilus
  6. 6. And Your Like… May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 6 #Zenith2014@GrantTilus
  7. 7. Some Decided to Moved On May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 7 #Zenith2014@GrantTilus
  8. 8. But You See the Value in Social Media May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 8 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
  9. 9. This is Rented Land May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 9 #Zenith2014@GrantTilus
  10. 10. They Are In Control May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 10 #Zenith2014@GrantTilus
  11. 11. Trying to Be Nice May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 11 #Zenith2014@GrantTilus
  12. 12. The Free Ride is Over May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 12 #Zenith2014@GrantTilus
  13. 13. It’s Time to Start Thinking Bigger May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 13 #Zenith2014@GrantTilus
  14. 14. Because Social Promotion Still Matters May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 14 #Zenith2014@GrantTilus
  15. 15. Local Advertising Options (Not Very Targeted) May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 15 #Zenith2014@GrantTilus
  16. 16. Targeted Social Advertising Examples May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 16 #Zenith2014@GrantTilus
  17. 17. Not Everyone is Taking Paid Promotions Seriously…Yet May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 17 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
  18. 18. Time to Rethink Your Social Promotion Strategy? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 18 #Zenith2014@GrantTilus
  19. 19. Business Goals Haven’t Changed  Brand Reputation  Build Brand Awareness  Drive Customer Actions  Increase Customer Loyalty *All of These Goals Can Be Positively Impacted And Tracked Through the Use of Paid Social Media Amplification and Analytics May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 19 #Zenith2014@GrantTilus
  20. 20. Brand Reputation Goal Examples  Increasing Amount of Positive Online Reviews  Decrease Negative Sentiment Online  Gain Customer Feedback for Improvements  Increase Customer Referrals via Online Sharing May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 20 #Zenith2014@GrantTilus
  21. 21. Brand Awareness Goal Examples  Increase Social Media Impressions  Increase Website Traffic  Increase Number of New Customers via Social Media  Increase Customer Referrals  Increase Brand Conversations May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 21 #Zenith2014@GrantTilus
  22. 22. Drive Customer Action Goal Examples  Increase Repeat Customers  Drive Special Event Sales  Increase Average Amount Spent  Increase Foot Traffic During Slow Business Hours  Add Newsletter Subscribers  Increase Content Shares May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 22 #Zenith2014@GrantTilus
  23. 23. Customer Loyalty Goal Examples  Increase Customer Retention  Crowd Source New Product Ideas  Increase Customer Frequency  Drive Additional Brand Loyalists  Increase Customer Referrals  Growth Loyalty Program May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 23 #Zenith2014@GrantTilus
  24. 24. Develop SMART Goals May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 24 #Zenith2014@GrantTilus
  25. 25. Set Baseline Metrics  Tools for Collecting Data:  Facebook Insights  Social Bro  Twitter Analytics Suite  Circle Count  True Social Metrics  Google Analytics  Google Alerts  Topsy  Excel  Simply Measured  Social Mentions  Bit.ly  Raven Tools May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 25 #Zenith2014@GrantTilus
  26. 26. Let’s Start by Discussing The Platforms May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 26 #Zenith2014@GrantTilus
  27. 27. Let’s Talk About May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 27 #Zenith2014@GrantTilus
  28. 28. Facebook Ad Objectives May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 28 #Zenith2014@GrantTilus
  29. 29. Facebook Ad Audience Targeting May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 29 #Zenith2014  Location (Country, State, City+ or Zip)  Age (13+) / Gender / Languages  Demographics (Relationships, Education, Work, Financial, Home, Ethnic Affinity, Generation, Parents, Politics, Life Events)  Interests (E.g. Breaking Bad, Shopping, Tea)  Behaviors (E.g. Charitable donations, Digital Activities, Travel)  Connections (Include People, Exclude People, Include Friends)  Custom Audience  Facebook Audience Network New @GrantTilus
  30. 30. Facebook Campaigns May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 30 #Zenith2014@GrantTilus
  31. 31. Facebook Costs  Assign Budgets by Campaigns and Ad Sets  Ad Costs:  Daily or Lifetime Budgets  CPM or CPC  Bidding May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 31 #Zenith2014@GrantTilus
  32. 32. Facebook Analytics  Reach  Clicks  Click Through Rate (CTR)  Cost Per Click (CPC)  Cost Per Action (Based on Objective)  Website: Conversions, Checkouts, Registrations, Leads, Views, Event Responses and More *Remember to Start by Developing a Baseline May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 32 #Zenith2014@GrantTilus
  33. 33. Facebook Analytics Best Practices  Track the Data Points that Matter Based on Your Goals  Use the Right Tools: Facebook Insights, True Social Metrics, Google Analytics, Excel  ABT (Always Be Testing)  Objectives  Goals  Tactics  Find the Important Data Points  Track Your Competitors *Track Overall Results Each Month to Compare MoM, QoQ or YoY May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 33 #Zenith2014@GrantTilus
  34. 34. Paid Facebook Ads Example  Business Goal: Drive Customer Action to Increase Sales  Paid Promotion Tactic: Utilize Offer Claims In Order to Drive Increased Foot Traffic and Sales About Memorial Day Special Targeted at Local Veterans  Digital Metrics  Reach  CTR  CPC  Total Spend  Business Metrics  Gross Sales with Offer  Average Sale Per Customer  Number of Offers Redeemed  Number of New Customers May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 34 #Zenith2014@GrantTilus
  35. 35. Facebook Example #2  Business Goal: Increase Customer Loyalty (Customer Visit Frequency)  Paid Promotion Tactic: Utilize Custom Audiences to Create Special Promotions for Previous Customers  Digital Metrics  Reach/Impressions  CTR  CPC  Downloads  Total Spend  Business Metrics  Gross Sales with Offer  Average Sale Per Customer  Number of Offers Redeemed  Customers Enrolled in Loyalty Program May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 35 #Zenith2014@GrantTilus
  36. 36. Up Next May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 36 #Zenith2014@GrantTilus
  37. 37. Twitter Ads May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 37 #Zenith2014@GrantTilus
  38. 38. Twitter Ad Details May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 38 #Zenith2014@GrantTilus
  39. 39. Twitter Audience Targeting  Keywords  Interests and Followers  Television  Tailored Audiences  Locations  Where Promotions Appear  Devices  Gender  Language May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 39 #Zenith2014@GrantTilus
  40. 40. Twitter Campaign May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 40 #Zenith2014@GrantTilus
  41. 41. Twitter Costs  Assign Daily or Lifetime Budgets per Campaign  Costs Per Click / Cost Per Engagement  Bidding  Pacing Options  Standard  Accelerated May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 41 #Zenith2014@GrantTilus
  42. 42. Twitter Analytics  Impressions  Engagements  Clicks  Retweets  Replies  Follows  Card Engagements  Engagement Rate  Spend  eCPE May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 42 #Zenith2014@GrantTilus
  43. 43. Twitter Analytics Best Practices  Track the Data Points that Matter Based on Your Goals  Use the Right Tools: Twitter Analytics, True Social Metrics, Google Analytics, Excel, Bit.ly  ABT (Always Be Testing)  Wording  CTA’s  Creative  Targeting  Double Check the Clicks You Receive  Track Your Competitors *Track Overall Results Each Month to Compare MoM, QoQ or YoYMay 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 43 #Zenith2014@GrantTilus
  44. 44. Paid Promotion Twitter Example  Business Goal: Build Brand Awareness Surrounding Local Events  Paid Promotion Tactic: Utilize a Promoted Tweet Campaign to Drive Additional Brand Awareness Surrounding a Local Community Event  Digital Metrics  Impressions  Engagements  Follows  Total Spend  Online Brand Mentions  Business Metrics  Increased Foot Traffic  Increased Brand Awareness May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 44 #Zenith2014@GrantTilus
  45. 45. Up Next May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 45 #Zenith2014 64% of marketers plan to increase LinkedIn participation in the near future 2014 Social Media Marketing Industry Report @GrantTilus
  46. 46. LinkedIn  Sponsored Updates or Right Hand Ads  Text, Images or Video  Targeting Features  Location (Continent, Country, State, Metro Area)  Company (Name, Industry, Size)  Exclusion Capabilities  Job Title  Title Name  Category (Function, Seniority)  School, Skill, Groups, Gender, Age May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 46 #Zenith2014@GrantTilus
  47. 47. LinkedIn Cost  Daily budget must be at least $10  Minimum Bid $2 May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 47 #Zenith2014@GrantTilus
  48. 48. LinkedIn Analytics  Impressions  Clicks  Click Through Rate (CTR)  Cost Per Click (CPC) *Remember to Start by Developing a Baseline May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 48 #Zenith2014@GrantTilus
  49. 49. LinkedIn Best Practices May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 49 #Zenith2014  Track the Data Points that Matter Based on Your Goals  Use the Right Tools: LinkedIn Analytics, True Social Metrics, Google Analytics, Excel, Bit.ly  ABT (Always Be Testing)  Ads vs. Sponsored Updates  CTA’s  Creative  Targeting  Determine Your Goal  Track Your Competitors *Track Overall Results Each Month to Compare MoM, QoQ or YoY @GrantTilus
  50. 50. LinkedIn Example  Business Goal: Promote Brand Reputation to Attract New Talent  Paid Promotion Tactic: Promote Sponsored Updates In Order to Attract New Employee Talent  Digital Metrics  Impressions  Engagement  CTR  CPC  Total Spend  Business Metrics  Phone Call Inquiries  Submitted Applications  Interviews Conducted  # of Employees Hired  Time Spent on Hiring May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 50 #Zenith2014@GrantTilus
  51. 51. Google+  +Post Ads  Requirements  1,000 Google+ Followers  Great for Brand Awareness and Community Engagement  Metrics to Track:  +1’s  Comments/Mentions  Shares  Traffic  Lots of Opportunities Given the Benefits of Using Google+ May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 51 #Zenith2014 54% of marketers are using Google+, 65% want to learn more about it and 61% plan on increasing Google+ activities in 2014. (2014 Social Media Marketing Industry Report) @GrantTilus
  52. 52. Plenty of Options with More to Come May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 52 #Zenith2014@GrantTilus
  53. 53. Struggling to Prove the ROI? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 53 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
  54. 54. Are You Taking It Seriously? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 54 #Zenith2014 (2014 Social Media Marketing Industry Report) @GrantTilus
  55. 55. Tips for Defining Your Social Media KPIs  Consider Your Business Goals then Work Backwards to Align Your Paid Promotion Goals and Tactics  Discover Your Baseline No Matter How Small  Use the Right Tool (Slide 25)  Set a Budget and Stick to It  Measure Social Performance As Often As You Measure Your Businesses Performance  Create OKRs to Help You Stay on Track Toward Your KPIs  Create Quarterly and Annual Goals May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 55 #Zenith2014@GrantTilus
  56. 56. Get Familiar with using Google Analytics  Event Tracking  Assisted Conversions  Referral Sources  UTM Tracking Codes/Bit.ly  Assigned Goals  Pixel Tracking May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 56 #Zenith2014@GrantTilus
  57. 57. Get Familiar with These New World Advertising Platforms May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 57 #Zenith2014@GrantTilus
  58. 58. How to Choose Which to Focus On  Determine Which Platform Works Best for You  Follow Your Target Market  Consider the ROI When Setting Your Goals  Set New (SMART) Goals Each Quarter  Remember to review and readjust  Test Different Analytics Tools May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 58 #Zenith2014@GrantTilus
  59. 59. Key Takeaways  Organic and Paid Social Media Tactics are Now Necessary to Win  Connect Your Business Goals to Social Media Goals/Tactics  Review the Social Analytics Data to Set Social KPIs and Track ROI  Your Analytics are Unique to Your Business  Determine Which Business KPIs Can Be Impacted by Paid Promotion  Turn Inefficient Spending into Efficient Spending  Set SMART Goals to Improve from Your Baselines  Fail Fast and Remain Agile  The Targeting in on These Platforms is Unseen Anywhere ElseMay 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 59 #Zenith2014@GrantTilus
  60. 60. Questions? May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 60 #Zenith2014@GrantTilus

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