This document discusses how companies can leverage paid tactics on social media to increase the reach and engagement of their social content among target audiences. It notes that while great content is important, payment is required to promote content to larger audiences beyond organic reach. The document provides examples of different paid promotion options on platforms like Facebook and Twitter, and recommends selecting promotion formats, channels, and targeting options that match companies' goals.

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1
AMPLIFICATION
Joy Hays @JoyHays
AT&T – Corporate Communications
Director, Digital & Social Media
July, 2015
Putting Media Dollars Behind Your Content

2. At the core, it’s about how you leverage money to
accelerate the success of social programs by using paid
tactics to increase reach and drive engagement around
social content among desired target audiences.
While great content and engagement are important
factors, you have to pay to play.
2

3. The gap between content creation and
ability to consume continues to widen
TIME
CONTENT
Content created
Ability to consume
content

4. You post it, but
does that mean
I see it?

5. 2%
98%
Seeing your content
Not seeing your content
F A C E B O O K O R G A N I C R E A C H

6. N A T I V E A D S A R E I M P O R T A N T
Users Prefer to Learn About Brands Through Content
7 OUT OF 10
Users say that they prefer to learn about a company through a collection of articles rather than in an ad
NATIVE ADS
1.0 1.2
CONTENT
Users consume content and native
ads for similar amounts of time
NATIVE ADS
32% 23%
BANNER ADS
Native advertising sees stronger lift in
awareness metrics than banners
* Percentage in lift in brand favorability
NATIVE ADS
4.1 2.7
BANNER ADS
Consumers look at native ads 52% more
frequently than banner ads
* Avg. number of times ad was viewed in one session

7. Boosted Post: Promoting a post (with spend) to existing followers.
• Because boosting simply helps us get content in front of existing followers, it
is an organic play.
Paid Advertising: Promoting a post (with spend) to non-followers.
• When you are attracting new audiences, it is an advertising play.
Dark Post: It does not appear on the timeline. It is still available for promotion to
followers or non-followers.
P A Y T O P L A Y

8. Insures your content has the
opportunity to be seen by the people
you want to see it.
Increases staying power and feed
longevity of your content, increasingly the
likelihood of consumption and
engagement.
Visibility and Precise Targeting Discoverability & Feed Longevity
W H A T P A I D S O C I A L D O E S F O R Y O U

9. Brand Awareness
• Promoted Posts/Trends
• Sponsored Content
• Promoted Accounts
Community Growth
• Promoted Accounts
• Like/Follow Ads
• Page Likes
• Twitter Cards
• Direct Response Ads
• Right-Hand Rail Ads
• Facebook Tabs
• Website Conversions
• Click-Throughs
• Offer Claims
• Event Responses
GOALS
Follow Action
SOCIALADTYPES
M A T C H Y O U R G O A L S T O T H E R I G H T F O R M A T S
Engagement
• Promoted Post
• Promoted Tweet
• Promoted Trend

10. Primary Social Platforms Emerging Social Platforms Content Marketing Platforms
P I C K T H E R I G H T C H A N N E L S T O R E A C H Y O U R A U D I E N C E

11. Location
Age
Gender
Relationship Status
Language Education
Employer History
Job History
Income Job Function
Seniority
Skills
Industry
T A K I N G A D V A N T A G E O F R O B U S T T A R G E T I N G :
Precise Interests
Broad Interest Categories
Page Connections
Friends of Fans
Lookalikes
Purchase Behavior
Charitable Donations
Device
OS
Tailored Audiences (past
website visitors, CRM
email lists, app users)
Partner Categories via
Acxiom, Datalogix and
Epsilon
DEMOGRAPHICS
INTERESTS&
BEHAVIORS
CUSTOM
INTERESTS&
BEHAVIORS

12. “Even if you are on the right track, you’ll
get run over if you just sit there.”
-Will Rogers
Joy Hays @JoyHays
AT&T, Corporate Communications
Director of Digital & Social Media