The landscape of social media has changed dramatically in the last 5 years. For businesses, social media is not free—with most of the investment being in the time it takes to execute. Social media has increasingly become a platform for advertisers, as social networks evolve their business models, and many brands are finding their growth is at a standstill unless they utilize social advertising. Learn the power of social ads, what techniques you should use, and how you know they are working. Participants in this class should have an intermediate understanding of social media, already be using social for business, and be looking to take their strategy to an advanced level. Please bring your laptop. Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the past president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine's Young Professional of the Year, one of Hawaii's Top 15 Social Media Influencers in 2012, and has over 7 years of digital media and marketing experience.

1. Social Advertising
Taught by Gwen Woltz
Co-founder, Wahine Media
social media strategy, training
& implementation for business
Slides: slideshare.net/wahinemedia

2. Why social advertising?

3. Social ads won’t solve your
problems, they compliment
your success.

4. Remember the context! Don’t
use social ads to market, use
them to engage.

5. Design for mobile first.

6. Facebook Ads

7. Facebook Ads
• Objectives
• Target audience
• Location
• Demographics
• Traveling now
• Interests/behaviors
• Exclude/narrow
• Placement & budgeting
• Format & media

8. Facebook Ads
• Power editor
• Audience insights
• Saving audiences

9. Instagram Ads

10. Instagram Ads
• Placed within Facebook ad platform
• Cannot target IG followers
• Use to sponsor content
• No “follower” ads, but can use
sponsored content to encourage follows

11. Twitter Ads

12. Twitter Ads
• Objectives
• Target audience
• Location, gender
• Keywords, interests
• Followers
• Tailored/custom audiences
• Twitter cards
• Budgeting & placement

13. Scenario #1
Keep engagement and growth on profiles

14. Keep engagement and
growth on profiles
• Example: Maui Kai Condos
• Facebook
• Build fans throughout month*
• Boost post 1x per week*
• Instagram
• Sponsor posts 1x per week OR
• Sponsor content to build fans*
• Twitter
• Promote profile throughout month*
• Promote tweets 2x per month*

15. Scenario #2
Increase website traffic, track conversions

16. Increase website traffic,
track conversions
• Example: YMCA Long Island
• Website traffic ads
• Facebook pixel installed
• Highly targeted groups, narrowed by
each location
• Customize images or text per location
• Bid for clicks
• Retarget website traffic last*

17. Scenario #3
Increase participation in giveaway

18. Increase participation
on giveaway
• Industry: hospitality
• Entry form installed on website and
Facebook App
• Facebook
• Ad 1: page like ads (Facebook no
longer allows fan-gating)
• Land on entry form app*
• Ad 2: boost post to fans, pin to top*
• Ad 3: website traffic ad to entry form
• Twitter
• Leads on Twitter (using Twitter card)*
• Land on website

19. Scenario #4
Get people to walk in your door

20. Get people to walk in
your door
• Industry: fitness
• Fan like ads: build awareness
• Target people who like competitors
who live in your area*
• Target people who live in area with
“fitness” interests
• Boost post: keep top of mind
• Local awareness targeted ad: convert*
• Make ads timely and “now”
• Include “in your area” verbiage

21. Resources
• Twitter Advertising
• https://support.twitter.com/groups/58-advertising
• Twitter Contest Guidelines
• https://support.twitter.com/articles/68877-guidelines-for-
contests-on-twitter
• Facebook Advertising
• https://www.facebook.com/advertising
• Latest Facebook Ad News
• https://www.facebook.com/business/news/?tag=ads
• Aaron Zakowski Facebook Ad examples
• http://aaronzakowski.com/wp-content/uploads/2015/02/
Facebook-Ads-Swipe-File.pdf
• Facebook link ad tips
• https://www.facebook.com/business/a/online-sales/link-
ads-tips
• Twitter Ads success stories
• https://business.twitter.com/success-stories

22. Keep in touch!
Wahine Media
web: wahinemedia.com
blog: wahinemedia.com/wahineblog
facebook: facebook.com/wahinemedia
twitter: @wahinemedia
Gwen Woltz
@gjwahine
Download this slideshow:
http://slideshare.net/wahinemedia