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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.

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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 let’s see what happened to the effectiveness of our tools when we used them based on an outdated marketing outlook: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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