Fulfilling the Mad Men Promise of Creative - Michelle Stinson-Ross

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The document discusses fulfilling the promise of creative marketing through social media ads. It covers relating ad creative to audiences and goals, elements of social ad creative like headlines and images, and testing different creative combinations. The overall message is that carefully crafted creative that aligns with business goals, audiences and content will drive better data collection and results for social advertising.

@MStinsonRoss
FULFILLING THE
MAD MEN PROMISE
OF CREATIVE

@MStinsonRoss
MICHELLE STINSON ROSS
@MStinsonRoss
Director of Marketing Operations
Conference Speaker, Trainer & Regular
Industry Contributor
Marketing Generalist with experience
integrating Content, Search, Social, Paid,
Email & Traditional Marketing

@MStinsonRoss
AGENDA
 Relationship of ad creative to audience and content
 Various creative elements of social ads
 How to test for the best combination of creative
elements

@MStinsonRoss
CREATIVE + AUDIENCE +
CONTENT

@MStinsonRoss
GOAL + CONTENT +
AUDIENCE + CREATIVE =
VALUABLE DATA COLLECTION

@MStinsonRoss
BUSINESS GOALS
• Drive Traffic to Website or Storefront
• Increase Press Mentions
• Generate New Leads
• Increase Sales & Sign-ups

@MStinsonRoss
BUSINESS GOALS
• Social Customer Service

@MStinsonRoss
BUSINESS GOAL
Cultivate a community of 10,000 likeminded
Facebook users likely to purchase fair-trade
sustainable clothing online.

@MStinsonRoss
BUSINESS GOAL
Convert doctors eligible for medmal
coverage from Facebook connections to
leads at a rate of 9%.

@MStinsonRoss
Post Text
Visual
Headline,
Description, CTA

@MStinsonRoss
TAKEAWAYS
Creative is the Stimulus
Without it you have no data
to collect

@MStinsonRoss
TAKEAWAYS
Creative designed to match
goals with audience and
content drives better data

@MStinsonRoss
TAKEAWAYS
Creative must be
methodically tested

@MStinsonRoss
TAKEAWAYS
Algorithms and AI cannot craft
psychological, nuanced creative
like a human can.

@MStinsonRoss
THANK YOU
MICHELLE@APOGEERESULTS.COM

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The managers achieve organizational objectives by getting work from others and not performing in the tasks themselves. Management is an art and science of getting work done through people. It is the process of giving direction and controlling the various activities of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever there is human activity there is management. Management is a vital aspect of the economic life of man, which is an organized group activity. A central directing and controlling agency is indispensable for a business concern. The productive resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability and enterprising initiative of the management. Thus, management provides leadership to a business enterprise. Without able managers and effective managerial leadership the resources of production remain merely resources and never become production. Management occupies such an important place in the modern world that the welfare of the people and the destiny of the country are very much influenced by it. 1.2 MEANING OF MANAGEMENT Management is a technique of extracting work from others in an integrated and co-ordinated manner for realizing the specific objectives through productive use of material resources. Mobilising the physical, human and financial resources and planning their utilization for business operations in such a manner as to reach the defined goals can be benefited to as management. 1.3 DEFINITION OF MANAGEMENT Management may be defined in many different ways. Many eminent authors on the subject have defined the term "management". Some of these definitions are reproduced below: In the words of George R Terry - "Management is a distinct process consisting of planning, organising, actuating and controlling performed to determine and accomplish the objectives by the use of people and resources". According to James L Lundy - "Management is principally the task of planning, co¬ordinating, motivating and controlling the efforts of others towards a specific objective", In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to co-ordinate and to control". According to Peter F Drucker - "Management is a multipurpose organ that manages a business and manages managers and manages worker and work". In the words of J.N. Schulze - "Management is the force which leads, guides and directs an organisation in the accomplishment of a pre-determined object". In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance of an internal environment in an enterprise where individuals working together in groups can perform efficiently and effectively towards the attainment of group goals". According to Ordway Tead - "Management is the process and agency which directs and guides the operations of an organisation in realising of established aim

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Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website. Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts! Key takeaways: 1. The growth potential of reaching customers in their native language 2. Tips to streamline translation with software and integrations to your tech stack 3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation

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1. @MStinsonRoss FULFILLING THE MAD MEN PROMISE OF CREATIVE

2. @MStinsonRoss MICHELLE STINSON ROSS @MStinsonRoss Director of Marketing Operations Conference Speaker, Trainer & Regular Industry Contributor Marketing Generalist with experience integrating Content, Search, Social, Paid, Email & Traditional Marketing

3. @MStinsonRoss

4. @MStinsonRoss

5. @MStinsonRoss AGENDA  Relationship of ad creative to audience and content  Various creative elements of social ads  How to test for the best combination of creative elements

6. @MStinsonRoss CREATIVE + AUDIENCE + CONTENT

12. @MStinsonRoss CREATIVE IS THE STIMULUS

17. @MStinsonRoss GOAL + CONTENT + AUDIENCE + CREATIVE = VALUABLE DATA COLLECTION

18. @MStinsonRoss BUSINESS GOALS • Increased Brand Awareness • Boost Brand Engagement • Build Community

19. @MStinsonRoss BUSINESS GOALS • Drive Traffic to Website or Storefront • Increase Press Mentions • Generate New Leads • Increase Sales & Sign-ups

20. @MStinsonRoss BUSINESS GOALS • Social Customer Service

21. @MStinsonRoss BUSINESS GOAL Cultivate a community of 10,000 likeminded Facebook users likely to purchase fair-trade sustainable clothing online.

27. @MStinsonRoss BUSINESS GOAL Convert doctors eligible for medmal coverage from Facebook connections to leads at a rate of 9%.

33. @MStinsonRoss CREATIVE ELEMENTS

34. @MStinsonRoss Post Text Visual Headline, Description, CTA

35. @MStinsonRoss CREATIVE TESTING

41. @MStinsonRoss TAKEAWAYS Creative is the Stimulus Without it you have no data to collect

42. @MStinsonRoss TAKEAWAYS Creative designed to match goals with audience and content drives better data

43. @MStinsonRoss TAKEAWAYS Creative must be methodically tested

44. @MStinsonRoss TAKEAWAYS Algorithms and AI cannot craft psychological, nuanced creative like a human can.

45. @MStinsonRoss THANK YOU MICHELLE@APOGEERESULTS.COM

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