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How to Rock Social Advertising!

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Discussion of the various social advertising formats including Facebook, Twitter, LinkedIn, Reddit, and StumbleUpon. Includes how to effectively utilize advertising budgets to gain the most value.

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How to Rock Social Advertising!

  1. 1. How to Rock atSocial AdvertisingChris Reilly @reilly3000 unleashed-online.com
  2. 2. AgendaPaid vs. OrganicOverview of Social Advertising OptionsBest and Worst PracticesFacebook Deep DiveQ&A
  3. 3. The Role of Advertising
  4. 4. Uses of Social Advertising
  5. 5. The Power of Social Ads• Social ads have 55% higher recall than non-social ads (Nielson)• Friends of fans were 27% more likely to shop at Target afterseeing an ad on Facebook (Comscore)• 90% of purchases are subject to social influence (WiredMagazine)
  6. 6. Facebook Ad Targeting
  7. 7. Facebook Ads• Largest reach over 1B Users!• Great Geotargeting• Interest Targeting• Relationship Targeting• “Sponsored Stories”• CPM or CPC PricingFacebook.com/Ads
  8. 8. Twitter Ads• Highest Engagement with Ads• Limited Geo-targeting• Interest Targeting• Use to grow followers or Promote Tweets• Cost Per Engagement ModelAds.Twitter.com
  9. 9. LinkedIn DirectAds• Targeting for Job Titles and Industries!• High cost and low performance• New Video Ad Formats• Localized by region• Local Targeting• CPM or CPCLinkedIn.com/DirectAds
  10. 10. StumbleUpon Paid Discovery• Low, fixed cost per visit• Generates organic content views and backlinks• Great for bloggers and photographers• No geotargeting capabilities• People stumble away quickly, engage themStumbleUpon.com/PD
  11. 11. Reddit Ads• Interest driven targeting• Social engagement with ads• No geotargeting except for /r/cityname• Affordable fixed-rate pricing model• Understanding the community really helpsreddit.com/promoted
  12. 12.  Target Interests Target relationships - amplify word of mouth Age Workplace Relationship status Sexual preference School status Location
  13. 13. Best Practices• Split-testing• Ad Fatigue• Imagery• Age Bucketing• Segmentation
  14. 14. Worst Practices• Overusing the timeline• Driving Traffic Offsite• Ad fatigue• Letting Facebook spend your money• Change happens!
  15. 15. Advanced Options•FBX•Customized Audiences•Action Based Targeting•View-Through Conversion Tracking
  16. 16. Facebook FormatsFanAcquisitionFacebookApp installsExternalwebsitesalesBrandengagementProductlaunchesMobile appinstallsSocial.comRecommendationFanpage ad ApplicationadExternalwebsite adSponsoredstories (All)Page-postvideoMobile appinstall adSponsoredpage likesstorySponsoredapp used adPage-posts(All)Page-postphotoWorth testingPage-postphotoSponsoredcustomaction appadPage postlink advertPage-posteventSponsoredpage sharestorySponsoreddomainstory
  17. 17. External Website AdsSPECS:Title: 25 characters Bodycopy: 90 characters Image:100 x 72 pixelsBest use case•Driving traffic to an externalwebsite•Using custom creative todrive to a FB pageBest use case•Driving traffic to an externalwebsite•Using custom creative todrive to a FB pageKey Features:•Creative and URL is entirelycustomizable•If website is connected to Facebook,social context is possible if you refrainfrom using URL redirects/click tagsTargeting: AllPlacement: RHS, RHS homepagePlatform: Desktop onlyFacebook Conversion Trackingcompatible:Yes
  18. 18. Facebook Page/PlaceKey Features:•Contains ‘like’ button (great for fan acquisition)•Customizable image & body•Social context availableTargeting: AllPlacement: Newsfeed, RHS & RHS HomepagePlatform: Mobile & DesktopPremium compatible : NoFacebook Conversion Tracking compatible:YesBest use case•Fan acquisition•Driving traffic towardsfanpage tabsBest use case•Fan acquisition•Driving traffic towardsfanpage tabs
  19. 19. EventKey Features:•Join button•customizable image & body•Social context availableTargeting: AllPlacement: Newsfeed, RHS & RHS HomepagePlatform: Mobile & DesktopPremium compatible : NoFacebook Conversion Tracking compatible:YesBest use case•Generate RSVP’s fromcurrent and prospectivecustomers•Event awarenessBest use case•Generate RSVP’s fromcurrent and prospectivecustomers•Event awareness
  20. 20. Sponsored StoriesKey Features:•‘Like this page’ button•Social plugTargeting: Connections & friends of connectionsPlacement: News feed, RHS, RHS HomepagePlatform: Mobile & DesktopPremium compatible : YesFacebook Conversion Tracking compatible:YesBest use case•Brand awareness,drive engagementand reacquisitionBest use case•Brand awareness,drive engagementand reacquisition
  21. 21. Questions?!?

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