Build a Paid Social Media Plan in 8 Steps
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Creating a social media advertising plan from scratch can be daunting. What platforms should you use? How much money will you need? What content will resonate with your key audiences? How will you measure success to be able to adjust your strategy as you go? This presentation will give you a hands-on look of developing a paid social media plan, creating a strategic and scalable approach that moves prospective students from awareness, to leads, to enrolled students. This presentation was given at the Social Media Strategies Summit for Higher Education in November 2017.
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Build a Paid Social Media Plan in 8 Steps
- 1. Vanessa Theoharis / @vanessatsmiles Associate Director, Integrated Content Strategy Babson College #SMSsummit BUILDING AND IMPLEMENTING A PAID SOCIAL MEDIA PLAN
- 2. WHAT WE’LL COVER 1. How Social Media Fits Into the Journey 2. Structuring Your Plan 3. Tips for Working with an Agency 4. Guiding Principles
- 3. THE HIGHER EDUCATION DECISION JOURNEY
- 4. TODAY’S CONSUMER DECISION JOURNEY FOR HIGHER EDUCATION THE LOYALTY LOOP
- 5. WHERE DO OUR SOCIAL MEDIA EFFORTS FALL ALONG THE JOURNEY?
- 8. MEASURING SOCIAL MEDIA EFFORTS ALONG THE JOURNEY BECOME AWARE CONSIDER EVALUATE BUY ENJOY Total Potential Reach Top Shared URLs Referral Traffic to WWW Properties Conversions via Social Networks Most Engaged Content Total Impressions from Content Total Followers Social Sharing Retargeting
- 9. STRUCTURING YOUR PLAN Questions to Answer
- 10. Where does social media advertising fit into the marketing mix? Goals must be measurable. Don’t just boost. Just don’t. STEP 1: GOALS GOALS GOALS BECOME AWARE CONSIDER EVALUATE BUY New website visitors Lead gen (RFI, event registrations) Retargeting website visitors Retargeting to apply
- 11. STEP 2: DEFINE SUCCESS Identify KPIs aligned to goals. The “always on” strategy. “Ads are doing well.”
- 12. STEP 3: DEFINE YOUR AUDIENCE Use the platform to find the right audience. • Suppress alumni (profile info, upload lists) • Suppress those with a similar degree. Set up pixels. • Per platform. • Set up custom audiences based on visits to specific pages or unsuccessful previous completion of goals. Use existing lists. Use lists and pixels to create lookalike audiences.
- 13. STEP 4: PLATFORM EVALUATION AND AD TYPES Where is your audience? Where is the audience who will complete your goals? Try to maintain a presence across multiple platforms for a holistic experience.
- 14. LinkedIn • Sponsored Content • Lead Gen • Text Ads • InMail Facebook • News Feed (articles, photo, video, carousels) • Lead Gen STEP 4: PLATFORM EVALUATION AND AD TYPES Instagram • Feed (photo, video, carousels) Track everything using UTM tags!
- 15. STEP 5: OUTLINE THE PLAN. AND SHARE IT. Map out your plan against key dates and layer over other marketing touchpoints.
- 16. Awareness • Overarching brand content • Videos in platform • Drive to website to build retargetable audiences STEP 6: CONTENT AND CREATIVE
- 17. STEP 6: CONTENT AND CREATIVE Lead Gen • Download white papers, access exclusive content (i.e. not available publicly)
- 18. Retargeting • Additional program content (alumni stories, outcomes) • Specific CTAs (submit your application, attend an event) STEP 6: CONTENT AND CREATIVE
- 19. STEP 7: BUDGET Have some advertising history? Evaluate your spend against set goals to develop your budget. No history? Determine cost per lead (CPL) for other marketing activities. Use this as a baseline (then cut in half). General Rule: Spend more on LinkedIn, less on Facebook, the least on Instagram.
- 20. STEP 8: YOU’RE OFF! KIND OF. Evaluate your data weekly – against your goals. Don’t get distracted by other data. Integrate within other marketing activity dashboards.
- 21. WORKING WITH YOUR AGENCY PARTNER
- 22. PARTNERING WITH AN AGENCY Share as much information as possible about how your audience engages organically, what content is typically successful, what falls flat. Review all ad creative before it goes live. Review analytics and performance with your agency weekly. Keep community management and monitoring in-house.
- 24. GUIDING PRINCIPLES • Become best friends with your developers. • Become best friends with your platform reps (even if you use an agency). • Stay on top of platform changes. • Test, fail, try again. • Share your successes. Use your own word of mouth marketing internally. • Be the keeper of the social media landscape of your campus.
- 25. Vanessa Theoharis / @vanessatsmiles Associate Director, Integrated Content Strategy Babson College (Soon to be Digital Marketing Director at OHO Interactive, email me! vanessa@oho.com) THANK YOU! QUESTIONS?