Wildfire's Social Advertising Webinar

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Wildfire's Social Advertising Webinar

  1. 1. April 25, 2012 SOCIAL  ADVERTISING   Part  I  Everything  You  Need  to  Know  about   Adver6sing  on  Facebook,  LinkedIn,   and  Twi?er  
  2. 2. AGENDA FOR DISCUSSION Facebook   Twi;er   LinkedIn  •  Network  rules  and   •  Ad  types  and   •  Marketplace  func6ons   ad  types   performance   •  Best  prac6ces  elici6ng  •  What  works  and   •  Content  cycle   engagement   doesn’t  work   •  Targe6ng  best   •  Scheduling  strategies  •  Sponsored  Stories   prac6ces       Summary  and  Q  &  A  
  3. 3. AGENDA FOR DISCUSSION Facebook   Twi;er   LinkedIn  •  Network  rules  and   •  Ad  types  and   •  Marketplace  func6ons   ad  types   performance   •  Best  prac6ces  elici6ng   Why?  •  What  works  and   •  Content  cycle   engagement   doesn’t  work   •  Targe6ng  best   •  Scheduling  strategies  •  Sponsored  Stories   prac6ces       Brand   Summary  and  Q  &  A  
  4. 4. TODAY’S SPEAKERS Maya  Grinberg   Social Media Manager Featured in Huffington Post Social Media Today Social Media Examiner Cornell University @papayamayaTweet freely! We’ll be sending some shirts out forgreat commentary! Use @wildfireapp and #wfwebinar
  5. 5. TODAY’S SPEAKERS Amanda  Andriesz   Manager, Industry Strategists Worked on PepsiCo ABC7 Microsoft Goodby Silverstein, AKQA @pandapoutTweet freely! We’ll be sending some shirts out for greatcommentary! Use @wildfireapp and #wfwebinar
  6. 6. WHAT WE’VE LEARNED Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  7. 7. FACEBOOK AD MARKET Facebook   •  CTR  improved  by   18%  in  2011   •  Facebook  earned   23%  more  in  ad   rates  at  the  end  of   2011  compared  to   Q1  900MM+  acNve  users    6  hr  33  mins/  month  in  U.S.   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  8. 8. WHAT WE’VE LEARNED Facebook   •  Stay  in  network  where  possible   •  Social  ads  perform  be?er   •  Sponsored  stories  are  an   opportunity  for  unprecedented   brand  advocacy     •  Ads  integrated  with  a  complete   social  media  marke6ng  plan   perform  best     Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  9. 9. STAY IN THE NETWORK Users  don’t  like  to  leave,  and  Facebook  doesn’t  like  them  to  either.  •  Bounce  rate  on  the  site  compared  to  regular  ads  went  up  by  41%    •  Average  6me  on  site  fell  by  57%  •  Cost  per  click  (CPC)  campaigns  that  point  internally  cost  29%  less  than   those  linking  offsite   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  10. 10. SOCIAL ADS PERFORM BETTER Facebook   •  “People  want  to  discover  what   other  people  are  doing.”   Gokul Rajaram, Facebook 2011 •  Branded  messages  with  social   context  lead  to:   •  68%  higher  ad  recall   •  4x  higher  likelihood  for  viewers   to  purchase     Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  11. 11. WHAT ARE SOCIAL ADS? Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  12. 12. WHAT ARE OTHER ADS? Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  13. 13. BEST PRACTICES FOR FACEBOOK ADS Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  14. 14. BEST PRACTICES FOR FACEBOOK ADS Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  15. 15. OTHER BEST PRACTICES Images  and  Branding   Title  Copy   Body  Copy   TargeNng   Calls-­‐to-­‐AcNon    All  found  in  the  20    page  “Best  PracNces  for  Successful  Social  Ads”  report   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  16. 16. SPONSORED STORIES ARE BIG Facebook  Sponsored  Stories   •  46%  higher  click   through  rate  (CTR)   •  20%  lower  cost  per   click  (CPC)   •  18%  lower  cost  per   fan  (CPF)     Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  17. 17. SPONSORED STORIES IN NEWSFEED Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  18. 18. SPONSORED STORIES IN NEWSFEED Facebook  Newsfeed  Sponsored  Stories   •  Ads  will  be  marked  sponsored   •  Rate  limit=  1  ad/user/day   •  Only  friends  or  pages  already   liked   •  No  way  to  opt  out  of  seeing  ads   or  having  ac6vity  used   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  19. 19. SPONSORED STORIES IN MOBILE FEED488+  MM  users   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  20. 20. HOW TO GENERATE ORGANIC WOM Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  21. 21. STORYTELLER FOR PAGESSNmulate  conversaNons.   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  22. 22. STORYTELLER FOR PAGESCreate  scalable  WOM.   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  23. 23. AFTER THE CLICK: UlNmate  Birthday  Coupon  Giveaway   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  24. 24. AFTER THE CLICK: UlNmate  Birthday  Coupon   Giveaway  Ads             UlNmate  Birthday  Coupon   Giveaway  Landing  Page   with  Custom  App   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  25. 25. WHAT WILL YOUR ENGAGEMENT LEAD TO? Landing  Pages  are  colossally  important   Average  engagement  is  0.05%  CTR   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  26. 26. WHAT WE’VE LEARNED Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  27. 27. TWITTER ADS MARKET340,000,000  Tweets  per  day  140,000,000+  acNve  users   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  28. 28. WHAT WE’VE LEARNED Twi;er   •  Less  mature  ads  pla[orm   •  Freshness  of  content  important   •  Refresh  and  re-­‐promote  new   tweets   •  High  engagement  rates,  low   conversion  outside  network     Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  29. 29. ADVERTISING ON TWITTERPromoted  Accounts     Promoted  Trends   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  30. 30. ADVERTISING ON TWITTER Promoted  Tweets   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  31. 31. CAMPAIGN TYPES Search   Promoted  Tweets   Timeline   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  32. 32. FRESHNESS OF CONTENT Promoted  Tweets   24  hours  of  content  at  a  Nme   Post  new  tweet  to  campaign,     deacNvate  old  one   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  33. 33. GEOGRAPHY AND ENGAGEMENT Target  tweets/accounts  very  carefully   Single  digit  percentage  engagement  rates   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  34. 34. WHAT WE’VE LEARNED Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  35. 35. WHAT WE’VE LEARNED150MM  acNve  members  200  countries     Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  36. 36. WHAT WE’VE LEARNED LinkedIn   •  Less  mature  ads  pla[orm   •  Engagement  compara6vely  low   •  All  about  targe6ng   •  Brevity  is  key   •  Weekly  scheduling     Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  37. 37. MARKETPLACE VERSUS PREMIUM Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  38. 38. MAXIMIZE EFFECTIVENESS OF SMALL ADS A;racNve  50x50  picture   Good  headline   Includes  CTA   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  39. 39. EASY TO TEST VARIABLES Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  40. 40. BEST PERFORMERS LinkedIn   •  Strong  CTA   •  Link  copy  and  6tle  to  “Who”   •  Images  with  business  professionals     Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  41. 41. BEST PERFORMERS AcNvity  peaks  mid-­‐week  (M-­‐W)   Lower  average  engagement  rate,  $2/click   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  42. 42. BEST PERFORMERS Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  43. 43. WHAT YOU LEARNED AdverNsing  between  Facebook,  Twi;er,  and  LinkedIn  can  be   very  different    •  Average  engagements  rates  vastly  different—  0.05%  |  1  %+  |  0.025%  •  Strong  Call-­‐to-­‐Ac6on  universally  important  •  Aeer  the  ad:  what  is  the  purpose  of  your  adver6sement?  Where  do  users   go  next?  •  Best  prac6ces  for  copy,  imagery,  calls-­‐to-­‐ac6on,  and  targe6ng   Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
  44. 44. WHAT IS WILDFIRE World  Leader  in  Social  PromoNons  (200,000+)       BeauNful  and  Engaging  Facebook  Page  Management       Efficient  Social  Messaging       Advanced  AnalyNcs       Ads  Manager    
  45. 45. WHAT’S NEXT•  Every  webinar  a;endee  will  receive   –  a  link  to  the  recorded  presentaNon   –  a  copy  of  the  slides   –  a  complimentary  report  “Social  AdverNsing  on   Facebook,  Twi;er,  and  LinkedIn:  How  to  Succeed   when  One  Size  Doesn’t  Fit  All”  by  dialing   1-­‐888-­‐274-­‐0929  ext.  2     Q & A
  46. 46. WILDFIRE INTERACTIVE 1600  Seaport  Blvd     Redwood  City,  CA  94301   wildfireapp.com   facebook.com/wildfireinteracNve   @wildfireapp   +1-­‐888-­‐274-­‐0929   info@wildfireapp.com   WE’RE  HIRING!  

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