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Find Out How to:
Leverage Paid Social Media
Advertising to Achieve
Enrollment Goals
Josh Walovitch
Director of Digital,
Social & Paid Media
@joshovitch
Charles Lockwood
Interactive Designer
& Web Strategist...
35%
Share of traffic
to publisher
content
Search vs. Social
(Shareaholic)
If You Build it, They Probably Won’t Come
amazingly beautiful & functionally elegant website?
SOCIAL FEEDS ARE THE
NEW HOMEPAGES
RELEVANT
CONTENT
NEWS STORY /
VIRAL VIDEO
SOMETHING YOU WILL
SHARE WITH OTHERS
No Longer do we have
access to our target’s
attention.
( and our tools don’t work like they used to )
WEBSITES, DIRECT MAIL
BROCHURES, POSTCARDS,
FLYERS, BANNER ADS,
POSTERS, EMAIL, PPC
ARE THESE THE MEDIUMS PEOPLE
CONSUME &...
let’s see what happened to the
effectiveness of our tools when we
used them based on an outdated
marketing outlook:
EMAIL OPEN RATES
BANNER AD CTRs
CPC DEMAND OF ADWORDS
email open rates:
2002: 37.3%
2009: 26%
2011: 17%
2014: 9.8%
(Constant Contact)
email open rates:
2015: ?
Banner ad click-thru rates
Mid 90’s: 3.0%
Early 2000s: 0.5%
2010: 0.1%
2014: 0.04%
(Advertising and the World Wide Web by ...
you are more likely to complete
NAVY SEAL training than click a
banner ad
cost-per-click demand of google adwords
GOING DOWN
15% Y.O.Y.
?(Google)
Now let’s take a look at
where ad spend in the
market currently stands
in 2018 smart phones will overtake
non-smartphones, skyrocketing to
3.5 billion consumer devices
worldwide (cisco)
So here’s that question again:
why do marketers continue to invest
so heavily in email, direct mail, ppc,
banner ads, etc?...
Social media content is seen by more
customers than any other medium at a
frequency higher than any other medium
Not inves...
so much fun
yay
pretty lights
Social Media Core Approach
Social Media Core Approach
ADD VALUE
EDUCATE
ENTERTAIN
(and then every once in awhile ask them to do something for us)
Social Media Core Approach
3 PRONG
OWNED
EARNED
INTEGRATED PROJECT STRATEGY
Social Media Core Approach
Social Media Core Approach
OWNED
EARNED
INTEGRATED PROJECT STRATEGY
PAID
Unfortunately
Similar to email, ppc, etc.
The social realm isn’t
working like it used to either.
This makes us as marketers
have to work much harder to
get our message out.
In order for organic social marketing to really work, you
have to devote a large amount of resources* to:
LONG TERM COMMUN...
Last year, Nestle revealed that its teams produce more
than 1,500 pieces of marketing content each day for more
than 800 F...
Assuming each FB post takes 2 hours of work,
that means they spend roughly:
$127,500/day on FB posts alone.
How can you as smaller, in-house marketing departments (with limited
resources) fully utilize these social platforms to:
A...
PAID SOCIAL
What is the goal?
Get our brand in front of
targets in a meaningful way,
in the places they spend
most of their time
What is the obstacle?
Organic reach isn’t working.
Not to mention it’s not like
sending another email is
going to get the ...
What is the solution?
There’s a new way to find
our targets and get in front
of them
Facebook’s Data Partners
allow brands greater access to:
A VAST
AMOUNT OF
AUDIENCE
DATA
Any information users
input into Facebook can be
leveraged for targeted ads
CASE STUDYSawyer Business School - Executive MBA Program
PAY-PER-CLICK, FACE-TO-
FACE, EVENTS, CORPORATE
SPONSORSHIPS, DIRECT
MAIL, ETC.
THEY NEEDED MORE LEADS.
PLAN:
PLAN:
[CONTENT]
PLAN:
[CONTENT] + [CONVERSION TOOL]
PLAN:
[CONTENT] + [CONVERSION TOOL] [QUALIFIED TRAFFIC]
PLAN:
[CONTENT] + [CONVERSION TOOL] [QUALIFIED TRAFFIC]
QUALIFIED LEAD GENERATION
If you’re already using adwords along
with conversion-driven Landing Pages,
all your content is basically already created
Now, let’s talk targeting
DEMOGRAPHIC, AGE,
JOB TITLE, COMPANY NAME,
LOCATION, INTERESTS,
GENDER, LANGUAGE, ETC.
+ THOSE EMAIL LISTS
IMG V01
COPY V01
IMG V01
COPY V02
IMG V01
COPY V03
IMG V01
COPY V04
IMG V01
COPY V05
IMG V02
COPY V01
IMG V02
COPY V02
IMG...
IMG V01
COPY V01
IMG V01
COPY V02
IMG V01
COPY V03
IMG V01
COPY V04
IMG V01
COPY V05
IMG V02
COPY V01
IMG V02
COPY V02
IMG...
IMG V01
COPY V01
IMG V01
COPY V02
IMG V01
COPY V03
IMG V01
COPY V04
IMG V01
COPY V05
IMG V02
COPY V01
IMG V02
COPY V02
IMG...
IMG V01
COPY V02
IMG V01
COPY V04
IMG V01
COPY V05
IMG V02
COPY V02
IMG V02
COPY V04
IMG V03
COPY V02
IMG V03
COPY V05
IMG...
OPTIMIZE + REPEAT
out of over 1 million impressions and 1,300+ clicks:
298 244 243
Finally, add some remarketing
REMARKETING
THE CAMPAIGN
WAS SUCCESSFUL.
ISN’T THAT GREAT?
OH YEAH! WE
SHOULD DO THESE
CAMPAIGNS ALL
THE TIME!
Agile Marketers
Paid social campaigns allow
an in-house department to
think and act more creatively
when it comes to marke...
Paid social is:
A great addition to your mix for driving leads
at low cost in a marketing climate where your
existing mark...
Thank you.
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood
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How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood

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Suffolk University’s graduate business school has conducted a series of experiments with paid social media advertising. Find out how they found great success in driving qualified program leads through leveraging the extremely powerful advertising systems of Facebook, LinkedIn and Twitter.

Published in: Marketing
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How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood

  1. 1. Find Out How to: Leverage Paid Social Media Advertising to Achieve Enrollment Goals
  2. 2. Josh Walovitch Director of Digital, Social & Paid Media @joshovitch Charles Lockwood Interactive Designer & Web Strategist @thelockwould
  3. 3. 35% Share of traffic to publisher content Search vs. Social (Shareaholic)
  4. 4. If You Build it, They Probably Won’t Come amazingly beautiful & functionally elegant website?
  5. 5. SOCIAL FEEDS ARE THE NEW HOMEPAGES RELEVANT CONTENT NEWS STORY / VIRAL VIDEO SOMETHING YOU WILL SHARE WITH OTHERS
  6. 6. No Longer do we have access to our target’s attention. ( and our tools don’t work like they used to )
  7. 7. WEBSITES, DIRECT MAIL BROCHURES, POSTCARDS, FLYERS, BANNER ADS, POSTERS, EMAIL, PPC ARE THESE THE MEDIUMS PEOPLE CONSUME & SHARE & ENGAGE WITH CONTENT?
  8. 8. let’s see what happened to the effectiveness of our tools when we used them based on an outdated marketing outlook:
  9. 9. EMAIL OPEN RATES BANNER AD CTRs CPC DEMAND OF ADWORDS
  10. 10. email open rates: 2002: 37.3% 2009: 26% 2011: 17% 2014: 9.8% (Constant Contact)
  11. 11. email open rates: 2015: ?
  12. 12. Banner ad click-thru rates Mid 90’s: 3.0% Early 2000s: 0.5% 2010: 0.1% 2014: 0.04% (Advertising and the World Wide Web by David Shuman and Esther Thorson, 2014 and Hubspot)
  13. 13. you are more likely to complete NAVY SEAL training than click a banner ad
  14. 14. cost-per-click demand of google adwords GOING DOWN 15% Y.O.Y. ?(Google)
  15. 15. Now let’s take a look at where ad spend in the market currently stands
  16. 16. in 2018 smart phones will overtake non-smartphones, skyrocketing to 3.5 billion consumer devices worldwide (cisco)
  17. 17. So here’s that question again: why do marketers continue to invest so heavily in email, direct mail, ppc, banner ads, etc? When they themselves, as a consumer, don’t fall for those tactics.
  18. 18. Social media content is seen by more customers than any other medium at a frequency higher than any other medium Not investing in social media is equivalent to:
  19. 19. so much fun yay pretty lights
  20. 20. Social Media Core Approach
  21. 21. Social Media Core Approach ADD VALUE EDUCATE ENTERTAIN (and then every once in awhile ask them to do something for us)
  22. 22. Social Media Core Approach 3 PRONG
  23. 23. OWNED EARNED INTEGRATED PROJECT STRATEGY Social Media Core Approach
  24. 24. Social Media Core Approach OWNED EARNED INTEGRATED PROJECT STRATEGY PAID
  25. 25. Unfortunately Similar to email, ppc, etc. The social realm isn’t working like it used to either.
  26. 26. This makes us as marketers have to work much harder to get our message out.
  27. 27. In order for organic social marketing to really work, you have to devote a large amount of resources* to: LONG TERM COMMUNITY MANAGEMENT CONSTANTLY CREATING MEANINGFUL CONTENT ACTIVELY BUILDING RELATIONSHIPS *Designers, videographers, front-end developers, back-end developers, photographers, writers, creative directors, art directors, etc.
  28. 28. Last year, Nestle revealed that its teams produce more than 1,500 pieces of marketing content each day for more than 800 Facebook pages.
  29. 29. Assuming each FB post takes 2 hours of work, that means they spend roughly: $127,500/day on FB posts alone.
  30. 30. How can you as smaller, in-house marketing departments (with limited resources) fully utilize these social platforms to: AFFECT THE BOTTOM LINE DRIVE ADMISSIONS GATHER DEMOGRAPHIC INSIGHT
  31. 31. PAID SOCIAL
  32. 32. What is the goal? Get our brand in front of targets in a meaningful way, in the places they spend most of their time
  33. 33. What is the obstacle? Organic reach isn’t working. Not to mention it’s not like sending another email is going to get the job done.
  34. 34. What is the solution? There’s a new way to find our targets and get in front of them
  35. 35. Facebook’s Data Partners allow brands greater access to: A VAST AMOUNT OF AUDIENCE DATA
  36. 36. Any information users input into Facebook can be leveraged for targeted ads
  37. 37. CASE STUDYSawyer Business School - Executive MBA Program
  38. 38. PAY-PER-CLICK, FACE-TO- FACE, EVENTS, CORPORATE SPONSORSHIPS, DIRECT MAIL, ETC. THEY NEEDED MORE LEADS.
  39. 39. PLAN:
  40. 40. PLAN: [CONTENT]
  41. 41. PLAN: [CONTENT] + [CONVERSION TOOL]
  42. 42. PLAN: [CONTENT] + [CONVERSION TOOL] [QUALIFIED TRAFFIC]
  43. 43. PLAN: [CONTENT] + [CONVERSION TOOL] [QUALIFIED TRAFFIC] QUALIFIED LEAD GENERATION
  44. 44. If you’re already using adwords along with conversion-driven Landing Pages, all your content is basically already created
  45. 45. Now, let’s talk targeting
  46. 46. DEMOGRAPHIC, AGE, JOB TITLE, COMPANY NAME, LOCATION, INTERESTS, GENDER, LANGUAGE, ETC. + THOSE EMAIL LISTS
  47. 47. IMG V01 COPY V01 IMG V01 COPY V02 IMG V01 COPY V03 IMG V01 COPY V04 IMG V01 COPY V05 IMG V02 COPY V01 IMG V02 COPY V02 IMG V02 COPY V03 IMG V02 COPY V04 IMG V02 COPY V05 IMG V03 COPY V01 IMG V03 COPY V02 IMG V03 COPY V03 IMG V03 COPY V04 IMG V03 COPY V05 IMG V04 COPY V01 IMG V04 COPY V02 IMG V04 COPY V03 IMG V04 COPY V04 IMG V04 COPY V05 IMG V01 COPY V06 IMG V02 COPY V06 IMG V03 COPY V06 IMG V04 COPY V06
  48. 48. IMG V01 COPY V01 IMG V01 COPY V02 IMG V01 COPY V03 IMG V01 COPY V04 IMG V01 COPY V05 IMG V02 COPY V01 IMG V02 COPY V02 IMG V02 COPY V03 IMG V02 COPY V04 IMG V02 COPY V05 IMG V03 COPY V01 IMG V03 COPY V02 IMG V03 COPY V03 IMG V03 COPY V04 IMG V03 COPY V05 IMG V04 COPY V01 IMG V04 COPY V02 IMG V04 COPY V03 IMG V04 COPY V04 IMG V04 COPY V05 IMG V01 COPY V06 IMG V02 COPY V06 IMG V03 COPY V06 IMG V04 COPY V06 ad variations let the market decide.
  49. 49. IMG V01 COPY V01 IMG V01 COPY V02 IMG V01 COPY V03 IMG V01 COPY V04 IMG V01 COPY V05 IMG V02 COPY V01 IMG V02 COPY V02 IMG V02 COPY V03 IMG V02 COPY V04 IMG V02 COPY V05 IMG V03 COPY V01 IMG V03 COPY V02 IMG V03 COPY V03 IMG V03 COPY V04 IMG V03 COPY V05 IMG V04 COPY V01 IMG V04 COPY V02 IMG V04 COPY V03 IMG V04 COPY V04 IMG V04 COPY V05 IMG V01 COPY V06 IMG V02 COPY V06 IMG V03 COPY V06 IMG V04 COPY V06
  50. 50. IMG V01 COPY V02 IMG V01 COPY V04 IMG V01 COPY V05 IMG V02 COPY V02 IMG V02 COPY V04 IMG V03 COPY V02 IMG V03 COPY V05 IMG V04 COPY V04 IMG V01 COPY V06 IMG V04 COPY V06 if the ad isn’t working, it’s sent packing. (or simply packed away)
  51. 51. OPTIMIZE + REPEAT
  52. 52. out of over 1 million impressions and 1,300+ clicks: 298 244 243
  53. 53. Finally, add some remarketing
  54. 54. REMARKETING
  55. 55. THE CAMPAIGN WAS SUCCESSFUL. ISN’T THAT GREAT? OH YEAH! WE SHOULD DO THESE CAMPAIGNS ALL THE TIME!
  56. 56. Agile Marketers Paid social campaigns allow an in-house department to think and act more creatively when it comes to marketing.
  57. 57. Paid social is: A great addition to your mix for driving leads at low cost in a marketing climate where your existing marketing mix no longer yielding the same bang for your buck as it used to.
  58. 58. Thank you.

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