This document provides guidance on selecting paid social networks for digital marketing campaigns. It discusses analyzing goals, target audiences, competitors, and budgets to determine the best networks. Facebook, Twitter, LinkedIn, Instagram and Pinterest are evaluated based on their user bases, ad revenue, and types of campaigns and ads that typically perform best on each platform. The document also outlines tactics for different stages of the buyer's journey, including awareness, consideration and decision, and emphasizes the importance of retargeting across networks.

1. Paid Social
Network
Selection
Luke Alley
Vice President, Digital Marketing
A N E W H O P E
#mastersocialads

2. @lukealley
Vice President of
Digital Marketing
Avalaunch Media –
Full Service Digital
Marketing Firm
Bachelors from BYU-
Idaho, MBA from
University of Utah
#mastersocialads

3. My Life Turned
Out Great
@lukealley#mastersocialads

4. My Life is
a party
@lukealley#mastersocialads

5. My Life is a
Quirky TV Show
@lukealley#mastersocialads

6. We Are All
Going to Die
@lukealley#mastersocialads

7. I’m the best business
person on this planet
@lukealley#mastersocialads

8. Death Star
Population 1,179,000
2.3 Billion Active
Social Media Users
(2000x the Population of the Death Star)
@lukealley
Source: wearesocial.com
#mastersocialads

9. Social Media Builds the
Wrong Habits in Marketers - Mashable
Social Media alters your appetite – Readers Digest
The very nature of social networks
can also lend itself to trolling – lovetoknow.com
The social media pastime does not
provide the brain with enough food
for development – nperov.com
Social Media can "butcher"
real-life conversations" – Readers Digest
@lukealley#mastersocialads

10. Secret Plans to
save the Galaxy
(social media galaxy, that is)
@lukealley#mastersocialads

11. Which social network is best?
@lukealley#mastersocialads

12. Where my social users at?
Active Users (Millions) % of Active Users
FACEBOOK 1,650 54.87%
TWITTER 550 18.29%
LINKEDIN 107 3.56%
INSTAGRAM 400 13.30%
PINTEREST 100 3.33%
SNAPCHAT 200 6.65%
@lukealley
Sources:CNBC, VentureBeat, ExpandedRamblings.com, digiday.com, adweek.com
#mastersocialads

13. Where my social advertisers at?
Active Users (Millions) % of Active Users Est. Yearly Ad Rev(Millions)* % of Ad Rev
FACEBOOK 1,650 54.87% $27,600 78.85%
TWITTER 550 18.29% $2,868 8.19%
LINKEDIN 107 3.56% $3,715 10.61%
INSTAGRAM 400 13.30% $475 1.36%
PINTEREST 100 3.33% $300 .86%
SNAPCHAT 200 6.65% $348 .99%
*Some ad revenue from 2015 and some from 2016
@lukealley
Sources:CNBC, VentureBeat, ExpandedRamblings.com, digiday.com, adweek.com
#mastersocialads

14. Why facebook though?
% of Online Adults
Source: Pew Research Center
18 - 29 30 - 49 50 - 64 65+
FACEBOOK 88% 84% 72% 62%
TWITTER 36% 23% 21% 10%
LINKEDIN 34% 33% 24% 20%
INSTAGRAM 59% 33% 18% 8%
PINTEREST 36% 34% 28% 16%
@lukealley#mastersocialads

15. Why facebook though?
% of Online Adults
Source: Pew Research Center
College >$30k/year $30 - $49k $50 – 75k $75k+
FACEBOOK 79% 84% 80% 75% 77%
TWITTER 29% 23% 18% 28% 30%
LINKEDIN 50% 21% 13% 32% 45%
INSTAGRAM 33% 38% 32% 32% 31%
PINTEREST 34% 30% 32% 31% 35%
@lukealley#mastersocialads

16. Frequency of Site Usage
Source: Pew Research Center
Three-quarters of Facebook users and half of Instagram users use each site daily
76
51
42
25
18
15
26
24
31
31
7
22
33
43
51
Facebook
Instagram
Twitter
Pinterest
LinkedIn
Daily Weekly Less Often
@lukealley#mastersocialads

17. @lukealley
Planning Your Paid
Social Ad Strategy
#mastersocialads

18. @lukealley
#1 Identify the Goals
of Your Campaign
#mastersocialads

19. @lukealley
define your goals: engagement vs roi
Which Metrics Do You Use More Often to Measure the Success of Social Media?
56%
20.70%
15%
2.30%
2.30%
2.00%
1.70%
ENGAGEMENT
CONVERSION & REVENUE
AMPLIFICATION & BRAND AWARENESS
OTHER
CUSTOMER SERVICE
WE DON'T MEASURE PERFORMANCE
CUSTOMER SATISFACTION
Source: Simpllymeasured.com
(Likes, comments, @mentions, shares, Retweets)
(Web traffic, goal conversions, revenue)
(Web traffic, goal conversions, revenue)
(Response time, response rate, etc.)
(Sentiment, referrals, etc.)
#mastersocialads

20. @lukealley
#2 Identify ideal
customers
#mastersocialads

21. @lukealley
Age
Occupation
Income
Interests
Pains
Problems
Obstacles
Habits
Likes
Dislikes
Motivations
Objections
who is your customer?
#mastersocialads

22. @lukealley
#3Inside scoop on
competitors
#mastersocialads

23. @lukealley
social spying on
your competitors Audience Size
Network Comparison
Social Icons
Facebook Pages
Visit/Interact with Site
Subscribe to
Social Channels
#mastersocialads

24. @lukealley
#4 network
selection
#mastersocialads

25. which platforms do agencies use?
@lukealley
Source: Strata
Platforms Agencies are Most Likely to Use
Facebook
YouTube
Twitter
Instagram
LinkedIn
Q1 2016 Q1 2015
10 20 30 40 50 60 70 80 90 100
#mastersocialads

26. instagram vs snapchat growth
Instagram and Snapchat Ad Revenue
@lukealley
Source: eMarketer
0
1
2
3
4
5
6
7
8
2015 2016 2017 2018
Instagram Snapchat
#mastersocialads

27. b2c importance of networks
How Important are Social Media Networks?
@lukealley
57%
21%
6%
6%
5%
4%
7%
23%
40%
16%
26%
31%
13%
16%
6%
13%
22%
26%
28%
21%
25%
18%
9%
3%
4%
13%
23%
24%
16%
27%
30%
18%
18%
3%
4%
29%
16%
27%
31%
29%
67%
79%
Facebook
Twitter
LinkedIn
YouTube
Instagram
Google+
Pinterest
Tumblr
Snapchat
Critical - Our Top Channel Very Important Important Somewhat Important Not Important
Source: Social Media Trends 2015 Research, Rival IQ
#mastersocialads

28. @lukealley
b2B importance of networks
How Important are Social Media Networks?
21%
33%
31%
6%
5%
5%
3%
25%
36%
35%
26%
8%
14%
4%
3%
19%
21%
22%
28%
9%
23%
13%
3%
24%
7%
9%
24%
20%
30%
18%
9%
7%
11%
3%
3%
16%
58%
28%
64%
82%
91%
Facebook
Twitter
LinkedIn
YouTube
Instagram
Google+
Pinterest
Tumblr
Snapchat
Critical - Our Top Channel Very Important Important Somewhat Important Not Important
Source: Social Media Trends 2015 Research, Rival IQ
#mastersocialads

29. @lukealley
#5Attacking the
budget
#mastersocialads

30. How to determine budget
between networks?
@lukealley
Source: eMarketer
#mastersocialads
1) What’s a like/email/lead worth to you?
2) Do Your Industry Homework
3) Determine Target Networks
4) Allocate Off Network Split
5) Adjust Based on Hitting Campaign Goals
Est. Yearly Ad Rev(Millions)* % of Ad Rev
FACEBOOK $27,600 78.85%
TWITTER $2,868 8.19%
LINKEDIN $3,715 10.61%
INSTAGRAM $475 1.36%
PINTEREST $300 .86%
SNAPCHAT $348 .99%

31. @lukealley
#6 campaign & ad
type selection
#mastersocialads

32. facebook’s most popular campaign types
2.56%
7.69%
10.26%
20.51%
23.08%
33.33%
41.03%
41.03%
53.85%
64.10%
69.23%
71.79%
74.36%
92.31%
Have not used Facebook
Store Visits
App Engagement
Offer Claims
Local Awareness
App Installs
Event Response
Video Views
Page Post Engagement
Lead Generation
Brand Awareness
Website Conversions
Page Likes
Clicks to Website
@lukealley#mastersocialads

33. facebook’s most popular ad types
5%
20.51%
23%
28%
36%
38.46%
56%
67%
71.79%
74.36%
82.05%
92%
Have not used Facebook
Product Set
Desktop App
Canvas Ads
Mobile App
Dynamic Product Ads
Lead Ads
Video Ads
Carousel Ads
Photo Ads
Mobile News Feed
News Feed Ads
@lukealley#mastersocialads

34. linkedin’s most popular campaign types
@lukealley
34%
18%
47.37%
52.63%
Have not used LinkedIn
Sponsored InMail
Sponsored content
Text Ads
#mastersocialads

35. linkedin’s most popular ad types
@lukealley
34%
0%
2.63%
2.63%
5.26%
13%
15.79%
21.05%
61%
Have Not Used LinkedIn
Join-Group Ads
Picture Yourself
Recommendation Ads
Jobs You May Be Interested In
Follow Company Ads
Spotlight Ads
Rich Media Ads
Text Ads
#mastersocialads

36. twitter’s most popular campaign types
@lukealley
37%
0.00%
13%
13%
16%
18.00%
24.00%
24.00%
26%
45%
63.00%
Have not used Twitter
Promoted Trends
Promoted Accounts
App Installs or Re-Engagements
Video Views
Awareness
Tweet Engagements
Followers
Lead Generation
Website Clicks or Conversions
Promoted Tweets
#mastersocialads

37. twitter’s most popular ad types
@lukealley
43%
0.00%
3.00%
8.00%
8.00%
16%
27.00%
35%
46%
Have not used Twitter
Player Card
Gallery Card
Product Card
Summary Card
App Card
Photo Card
Lead Generation Card
Website Card
#mastersocialads

38. pinterest’s most popular campaign types
75%
11.00%
14%
25.00%
Have not used Pinterest
Awareness
Engagement
Traffic
@lukealley#mastersocialads

39. pinterest’s most popular ad types
74%
3.00%
26%
Have not used Pinterest
Video Pins
Pins
@lukealley#mastersocialads

40. instagram’s most popular campaign types
@lukealley
26%
13.00%
18.00%
26.00%
53.00%
66%
Have not used Instagram
Mobile App Installs
Photo Post Engagement
Boost Your Post
Website Conversion
Clicks to Website
#mastersocialads

41. instagram’s most popular ad types
@lukealley
26%
21%
34%
50.00%
68.00%
Have not used Instagram
Video Views
Video Ads
Carousel Ads
Photo Ads
#mastersocialads

42. @lukealley
paid social
ad tactics
#mastersocialads

43. @lukealley
Most Popular
Campaign & Ad
Types
Most Popular Campaign?
Clicks to Website (FB, Insta & Twitter)
Likes & Followers Campaigns?
#2 for Facebook, #4 for Twitter
Lead Gen Campaigns & Ad Types
Popular on both FB & Twitter
Most Popular Creative?
Photo!
Video Falls Into the MIddle
This should rise
#mastersocialads

44. @lukealley
Focus on the buyers journey
Pick tactics that meet your objectives
Buyer’s Journey Objective Social Media Strategy Social Activity Social KPI’S
AWARENESS Create awareness Expose target audience
to brand content
Posts, promotions
(boosts)
Impressions, reach
CONSIDERATION Generate demand Generate engagement
of target audience
with brand content
Posts, responses # of engagements,
types of engagements
DECISION Drive conversion Drive target audience
to brand offers
Posts, promotions Link clicks
Source: Simplymeasured
#mastersocialads

45. @lukealley
Awareness
Stage Tactics
CAMPAIGN TYPES
• Like
• Follower
• Brand Awareness
• Page Post Engagement
• Video Views
AD TYPES
• News Feed
• Photo Ads/Cards
• Carousel
• Video
#mastersocialads

46. @lukealley
Consideration
Stage Tactics
CAMPAIGN TYPES
• Page Post Engagement
• Video Views
• Clicks to Website
• Promoted Tweets
• Tweet Engagements
AD TYPES
• News Feed
• Photo Ads/Cards
• Carousel
• Video
#mastersocialads

47. @lukealley
Decision
Stage Tactics
#mastersocialads
CAMPAIGN TYPES
• Clicks to Website
• Website Conversion
• Lead Generation
• Event Response
• Mobile App Installs
• Sponsored Content
AD TYPES
• News Feed
• Photo Ads/Cards
• Carousel
• Video
• Dynamic Product Ads
• Lead Gen Card

48. @lukealley
Retargeting!
FACEBOOK/INSTAGRAM
Custom Audiences
TWITTER
Tailored Audiences
PINTEREST
Retargeting!
LINKEDIN
N/A
“Retargeting
converts 11/10
visitors."
Source: Luke.. and I’m totally joking.
Just couldn’t find a great stat on this
#mastersocialads

49. @lukealley
In Summary –
Hitting Your
Target
STRATEGIZE
•Identify Your Goals
•Identify Ideal Customers
•Do Competitive Research
•Identify Budget
•Consider Strengths of Each Network
•Consider Campaigns and Ads
For B2C, Facebook & Twitter are most popular.
For B2B, Facebook, Twitter & LinkedIn are
most popular.
Facebook should be a part of your strategy.
Choose tactics based on buyer stage
•Awareness
•Consideration
•Decision
USE RETARGETING!
#mastersocialads

50. Paid Social
Network
Selection
Luke Alley
Vice President, Digital Marketing
A N E W H O P E
#mastersocialads