This document provides an overview of social media marketing and digital advertising. It discusses how social media spending is expected to increase significantly in the coming years. It then covers key aspects of social media strategy, goals, tactics, and measurement. Subsequent sections focus on digital advertising platforms, types of ads, targeting tactics, and how to structure Facebook ad campaigns including setting goals, audiences, placements, budgets and schedules, ad formats, and monitoring results. The takeaway is that advertising, especially on social media, can be highly effective when using a data-driven approach.

1. SOCIAL MARKETING
Jeff SanGeorge
Magnetic-Ideas.com
Scaling

2. About Jeff
Principal at Magnetic Ideas, Digital Marketing Agency
Specializing in Search and Social.
15+ years of Digital marketing experience with expertise in:
- Search Engine Optimization (SEO)
- Paid Search (SEM, PPC)
- Social Media Marketing
- Content Marketing
- Conversion Rate Optimization (CRO)
- Graphic Design/Web Design

3. Digital/Social Marketing
Part One

4. Social Media Marketing
“Marketers are expected to expand
social media spend by 89%
in the next 5 years .”
The CMO Survey
March, 2018
Source: https://cmosurvey.org/wp-content/uploads/sites/15/2017/08/The_CMO_Survey-Highlights_and_Insights-Aug-2017.pdf

5. Strategy
Goals
Tactics
Measure
Learn
Digital Marketing
Data-Driven Marketing
Repeat

6. Digital Marketing

7. Digital Marketing
Data, data, data.
Targeting
Customization
Social Graph
Measurement
Quicker ad cycle
Real time
Advantages

8. Social Media
“The Gravy Days”
2008 - 2012
Build your Audience Organically.

9. Social Graph
Source: https://en.wikipedia.org/wiki/Social_graph

10. Facebook
Edgerank Algorithm
Facebook
Page Node(user)
Edge
(relationship)
Photo credit: https://www.flickr.com/photos/ajc1

11. Social Media
Evolution
May 18, 2012
Facebook held its initial public offering (IPO)
2013 - 2014
Build with a Boost.
2014- 2018
Pay to Play!

12. Facebook Reach

13. Advertising
Part Two

14. Definition
“Advertising is a form of communication that
attempts to influence the behavior of a
defined target audience.”
Any message developed and placed with the
ultimate intention of persuading a group to take
a specific action (such as buying a product)
can be considered an ad.”
Advertising
Source: https://blog.hubspot.com/marketing/the-definition-of-advertising

15. Formula
AIDA
Advertising
Attention
Interest
Desire
Action

16. AIDA
Attention
Interest
Desire
Action
Advertising
Image Source: https://media.sandiegoreader.com/img/photos/2016/03/31/fark_QpcTtOqCRAHDvprwPv1Pa5qC8K4.jpg

17. AIDA
Attention
Interest
Desire
Action
Image Source: https://assets3.thrillist.com/v1/image/1352011/size/tmg-article_tall.jpg
Advertising

18. AIDA
Attention
Interest
Desire
Action
Image Source: https://www.wordstream.com/blog/ws/2016/06/29/best-facebook-ads
Advertising
Facebook

19. AIDA
Attention
Interest
Desire
Action
Image Source: https://www.wordstream.com/blog/ws/2016/06/29/best-facebook-ads
Advertising
Facebook

20. Your Turn
Write a 3-4 line Ad for your
Product or Service that uses
AIDA
Attention ->
Interest ->
Desire ->
Action ->
Example:
(Graphic:) Giant Magnet pulling people
Magnetic Ideas Can Help You Find New Customers.
Increase your online presence with Magnetic Ideas.
(Button) Click Here to Get Started Now.

21. Digital Advertising
Part Three

22. Digital Advertising
Platforms
• Facebook & Instagram
• Google Ads & YouTube
• LinkedIn
• Twitter
• Pinterest
• SnapChat
• Ad Networks
• Amazon Ads
• and more….

23. Digital Advertising
Types of Ads
• Display ads
• Text-based ads
• Social Posts
• Video Ads
• Native ads

24. Digital Advertising
Tactics
• Retargeting -(website they visited)
• Geo-Targeting -(Where they are located)
• Interests - (Interested in..)
• Behavioral ( what they have done)
• Categorical (ie. Food, dogs, etc..)
• Likes(who they like/follow)
• Device Targeting (mobile, tablets )
• Custom Audience (facebook)
• Geo-fencing (specific location/area)

25. Facebook Advertising
Part Four

26. Strategy
Goals
Tactics
Measure
Learn
Digital Advertising
Data-Driven Marketing
Repeat

27. Boost or Facebook Ads?
•Post Boost: Simple way for your post to be seen
and engaged with by more of your audience.
•Facebook Ads: advanced targeting and customization.
Facebook

28. FACEBOOK
Post Boost

29. FACEBOOK
Advertising
•Campaign
•Ad Account
•Ad Set
Ad Account
Conversion
Audience
Placements
Budget & Schedule
•Ad
Identity
Format
Media
Links

30. Facebook Ad Manager
Advertising
facebook.com/adsmanager
Campaign

31. Facebook Ad Set
Conversions
• Website, App or Messenger
Facebook Ad Set: Conversion > Audience > Placements > Budget & Schedule

32. Facebook Ad Set
Audience
Facebook Ad Set: Conversion > Audience > Placements > Budget & Schedule

33. Facebook Ad Set
Placements
Facebook Ad Set: Conversion > Audience > Placements > Budget & Schedule

34. Facebook Ad Set
Budget & Schedule
Facebook Ad Set: Conversion > Audience > Placements > Budget & Schedule

35. Facebook Ad
Identity
Facebook Ad: Identity > Format > Media > Links

36. Facebook Ad
Format
Facebook Ad: Identity > Format > Media > Links

37. Facebook Ad
Media
Facebook Ad: Identity > Format > Media > Links

38. Facebook Ad
Links (and Copy)
Facebook Ad: Identity > Format > Media > Links

39. Facebook Ad
Review

40. Monitor Your Campaign
Facebook Ads

41. Results
Facebook Ads

42. Results
Facebook Ads

43. Take Aways
•Social Media is now (almost) completely pay to play.
•Social Advertising is the best way to get your Product/Service to
spread on Social Media.
•Digital Advertising uses data to be highly targeted and customized.
• Advertising works, and it works even better on Social Media.
• Facebook Advertising isn’t as complicated as you first thought!
Social Advertising

44. Jeff SanGeorge
Strategic Digital Marketing, Principal, Magnetic Ideas
Thank You!
http://linkedin.com/in/JeffSanGeorge
http://twitter.com/JeffSanGeorge
http://magnetic-ideas.com
888-239-3449