Fandom Marketing: Social Media Advertising and Measurement
Track: Paid Acquisition Topic: PAID SOCIAL Title: Social Media Advertising and Measurement Speaker: MELONIE GALLEGOS, Co-founder & Chief Strategist, Fandom Marketing Build a measurable social media program that leverages your content marketing and builds reach with customers. Social media advertising is a continually evolving channel combining the elements of earned, paid and owned media. Social ads are interactive content units that carry the potential to be shared by others for viral reach. Learn how to reach your targets by location, interests and behavior. Get the top three ways to find and target customers. Plus, gain key metrics to benchmark ROI in Twitter, Facebook, and Pinterest advertising. - See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
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Fandom Marketing: Social Media Advertising and Measurement
- 1. @MELONIE MELONIE GALLEGOS Social Media Advertising and Measurement
- 2. @MELONIE Social Network Ad Spending $23.68 billion Worldwide •33.5% increase from 2014 worldwide •US & China leading 50% worldwide market •16% of all digital ad spending by 2017 •$9.59 billion US 2015 •Spend $50 per user in 2015 •Facebook advertising consists of 64% market, Twitter 8.8%, LinkedIn 3.8% Source: emarketer.com “Social Network Ad Spending Hit 23.68 Billion Worldwide”
- 4. @MELONIE AND, ADVERTISING IS NECESSARY FOR A SUCCESSFUL CONTENT PROGRAM CONTENT MARKETING is your advertising program.
- 5. @MELONIE Top Social Traffic Drivers #1 #2 #3 +
- 7. @MELONIE Now, anyone can advertise on Instagram. •Direct response ads with linking •Available for all business, big and small •Self-service interface •Create and Buy with Facebook Ads
- 8. @MELONIE 100% INSTAGRAM 100% SNAPCHAT 87% FACEBOOK 80% TWITTER 50% LINKEDIN 50% YOUTUBE Social media is mobile first. Advertising, content & landing pages must be made for MOBILE.
- 9. @MELONIE What To Measure LINKS | BLOGS | OFFERS CPC links CTR links PHOTOS | VIDEOS | CONVERSATIONS CPE CTR ad
- 10. @MELONIE Measuring Facebook advertising isn’t straightforward. CPC ad links vs. CPC web links CTR ad links vs. CTR web links
- 11. @MELONIE The benefits of not boosting your Facebook post. Boosting A Post •Optimizes for engagement •Default CPE •CPC = clicks anywhere on the ad •Link clicks generally more expensive •To fans and friends in geographies Web Link Ad •Optimizes for link clicks •Default CPC = link •Highly targeted •More efficient spend for traffic •Higher CTR
- 12. @MELONIE Top 3 Ways To Target Customers Interests Email List Website Visitors
- 14. @MELONIE Content Infographics Ad Type Promoted Pin Traffic Campaign Test Education vs. Product Target Keywords Measure Web Clicks
- 15. Product VS. Technique • Running • Running shoes for high arches • Running shoes for flat feet 248 REPINS 413 228 CLICKS 102 1.4% CTR .11% $0.44 CPC $0.66 • Cycling • Road cycling • Road cycling workout
- 17. @MELONIE Content Website URL’s Ad Type Carousel Ad Test Blogs vs. Products Target Email list, running + fitness Measure Web Clicks
- 18. Content VS. Products Running Guides $0.26 CPC link | 2.75% ad CTR | 2.43% link CTR | 385 link clicks Running Shoes $0.33 CPC link | 2.26% ad CTR | 1.85% link CTR | 305 link clicks
- 19. @MELONIE ROI Checklist Use the right type of ad Have a content strategy Don’t forget the CTA Use Google Analytics parameters (tags) Set Google Analytics Goals Identify Google Analytics events Track shopping cart revenue Twitter & Facebook ad pixel