I presented this deck at the PR News Content Marketing Bootcamp event in New York City in June 2013. I was asked to steer my commentary specifically toward paid marketing opportunities on Facebook & Twitter. It's a bit hard to follow without my commentary running alongside it. So, any questions, just shout!

1. Paid media for PR pros:
Facebook & Twitter
Leslie Campisi
Managing Director, US
Hotwire Public Relations
June 2013

8. Today’s Goal
No more thousand-yard stares.

11. business.twitter.com
“Ad Products”
$5,000+
monthly spend
in US

12. business.twitter.com
“Ad Products”
Promoted Accounts
Promoted Tweets

13. facebook.com/business
/overview

14. facebook.com/business
/overview
Facebook Drops 'Sponsored
Stories' As It Pares Down Ad
Formats
Social Network Has 27 Ad
Products But Will Cut That
Number by More than Half in
Next 6 Months

15. Low(-ish)
price of
entry
Self-
serve
Analytics
First-
party
cred
“Un-
mess-
upable”
Fail fast
Common Ground

18. Promoted Accounts
(In my experience), much more
common in a consumer
context.

19. Promoted Tweets
Appear in mid-
stream, always clearly
visible who promoted
them and why you are
being targeted.

20. Promoted Tweets
Seasonal tie-in
As B2B as you can get!

21. Ads

22. Suggested Post

23. Sponsored Story (Mobile)

24. Further Reading…

26. Why Paid Media for PR?
• A rising tide lifts all boats
• Highly measurable
• Low barrier to entry/low risk
• The sign of a mature brand strategy
• Great content deserves to be
merchandised
• Baby steps toward cross-functional
PR/marketing/tech team
• More than just social for social’s sake
• Different strokes for different folks

27. Why Paid Media for PR?
• Expand your definition of PR
• It’s all new – there are no experts
• Quantitative skills will rub off into
other areas
• The beginning of an adventure.
Where will it lead you?
• Be the hero with a last-minute
save
• This will appear on the quiz
• Next time, you will be up here
presenting instead of me

28. Homework!

29. Crossover with mobile, location, native ads

31. ?

32. Thank you
@lesliecampisi
+1 646 738 8961
leslie.campisi@hotwirepr.com