1. Social Fresh West
Putting the Social
Back into Social
Advertising
Matt Singley, CEO, Singley + Mackie
@mattsingley
@singleymackie

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We have the pleasure of working with companies like these (and many others)!

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Facebook vs. Twitter
Social Advertising. For
Pundits have been debating which is
better (and which will last): Twitter or
Facebook
Both now have ever-evolving advertising
platforms, and both can offer real success
for an advertiser…or abysmal failure if you
don’t know what to look for and how to
measure success

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Ads are now more than
display…they are another
form of social
communication.

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Goals
• The one-size-fits-all advertising solution is a thing
of the past
• Are you trying to drive clicks, installs, conversation
or Likes/Followers?
• In to or out of the platform?
• What KPIs matter to your boss? If you don’t know
this, find out before you start.

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Figure out where you
want to go before you try
to figure out how to get
there.

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Facebook
What are Facebook ads good for? Base growth (number of Likes),
long-term campaigns, low cost-of-entry
What are Facebook ad challenges? Getting people’s attention. It’s a
saturated channel for advertising.

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Twitter
What are Twitter ads good for?
Base growth, immediacy of conversations,
mobile users
What are Twitter ad challenges?
Prohibitively expensive for many companies,
targeting

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Don’t feed the follower
trolls. Instead, add value to
your growing community
through advertising.

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SoccerWithoutLimits.com

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$86.15 Spent
1,700 New Likes
$.05 CPA

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People tend to approach
advertising like checkers,
but excellent advertising
is like chess; sometimes
it’s even defensive.

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A Closer Look: Samsung’s Cantasia
1. Know your target audience. Look at Facebook Insights and your own
internal demographic studies. Don’t target “everybody”
2. Divide and conquer. Make sure you are targeting ads for growth and
action
3. Timing is everything. Research the timing of your campaign ads on
both Facebook and Twitter
4. Don’t fall asleep at the wheel. Monitor your ad performance daily. If
something isn’t working, turn it off then figure out why it didn’t perform

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A Closer Look: Samsung’s Cantasia
What are we trying to
accomplish? Introduce a
popular South Korean toy
franchise to a U.S. audience
through gaming
Facebook or Twitter
Ads? Facebook. Keep people in
the channel, track installs and
Likes

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A Closer Look: Samsung’s Cantasia
The results? With proper targeting, monitoring
and “twisting the dials” we drove thousands of
U.S. based game installs with an average CPI of
just $0.61
What can we learn from this?
• Targeting is everything
• Don’t be afraid to turn poorly performing
ads off
• Kittens and puppies sell

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THANK YOU
Questions or comments about what we have presented,
or more information about social advertising solutions:
• matt.singley@singleymackie.com
• twitter.com/mattsingley
• twitter.com/singleymackie
• facebook.com/singleymackie