The document discusses the secrets of effective paid social media campaigns. It outlines four secrets: 1) having a clear objective, 2) not feeling like ads, 3) reaching the right audience, and 4) coordinating campaigns. It provides tips for setting objectives, targeting the right types of social media users, leveraging insights to find the audience, and coordinating campaigns to tell a story over time through different post types and paid promotions.

1. Of Effective Paid Social Media Campaigns
The 4 Secrets
By Josse Alex Garrido, UTRGV Social Media & Digital Marketing Manager.
bit.ly/spicase16

2. Yes, you have to pay to play.

3. No, it doesn’t have to be expensive.

4. Our G al:
“Make social media ads as effective and
cheap as possible.”

5. Effective paid social media campaigns:
Have a clear objective
Do not feel like ads
Reach the right kind of people
Work together

6. Develop a clear objective
Think about an important message your department/division wants to publish. It
can be a program, event, update, etc.
* What do you want to accomplish?
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7. Translate it to digital marketing
How can you translate your campaign objective into the digital world?
Impressions: total people reached, cost per impression.
Video views: click to play, time on video, completion rate.
Engagement: likes, comments, shares.
Website visits: website hits, time on site, bounce rate.
Conversions: form submissions, registration, key website visits.
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8. Low Engagement Medium Engagement High Engagement
Website Conversion $$$$ $$$$ $$$
App Install $$$$ $$$ $$
Lead Generation $$$ $$ $$
Event Attendance $$$ $$ $
Page Likes $$ $$ ¢
Post Engagement $$ $ ¢
Impressions $ ¢ ¢

9. Forget the “single ad mentality”
Soil: Organic engagement
Plant: Your actual campaign, your goal
Fertilizer: Your paid engagement
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10. Unless you work in the advertizing industry, you
are not very likely to share ads.

11. Excitement
We share

12. Anger
We share

13. Surprise
We share

14. Pride
We share

15. High Arousal vs. Low Arousal
From “Contagious: Why Things Catch On” by Jonah Berger.
High Arousal
Low Arousal
More PleasantLess Pleasant
Excitement
Astonishment
Joy
Happiness
Inspiration
Anger
Anxiety
Disgust
Sadness
Loss
Pity
Contentment
Relaxation
Calmness
Boredom
Gratitude
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16. Reach the right kind of people
Types of people on social media:
Lurkers: Seeking high entertainment value. Hard to
engage. Most of the people on social media.
Active consumers: Strong affinity with your messages.
Actively engage, don’t necessarily share.
Advocates: Seek your content and share it.

17. If you are not reaching the right kinds of
people, you are wasting your time and
money.

18. Facebook/Instagram Audience Segmentation
Location
Age range
Gender
Demographics
Interest
Behaviors
Facebook Audience Insights: facebook.com/ads/audience-insights

19. Acxiom PersonicX Clusters: isapps.acxiom.com/personicx/personicx.aspx

20. FB Demographics
Education: Level, field of study, school, undergraduate years.
Generation: Baby Boomers, Generation X, Millennials.
Life events: New job, new relationship, engaged, newlywed.
Parents: New parents, toddlers, preschoolers, preteens, teenagers, adult
children.
Work: employer, industry, job title, office type.
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21. FB Interests
Business & Industry: advertising, banking, healthcare, small business, etc.
Entertainment: Games, movies, music, books, TV.
Fitness & Wellness: running, nutrition, yoga, Zumba.
Food & Drink: Beverages, cooking, cuisine, food, restaurants.
Hobbies & Activities: arts and music, DIY, pets, social issues, travel.
Technology: devices.
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22. FB Behavior
Charitable donations*: animal welfare, cancer, children, health, world.
Digital Activities: Browser used, email domain, business owner, tech early
adopters.
Mobile device user: brand, smartphone owners, tablet owners.
Buyer profile**: coupon user, DIYer, foodies, green living, outdoors, high-end
recreation (skiing, golfing, boating).
Seasonal profile: Olympic games, football, travel.
*Epsilon - Model built from a combination of offline self-reported data and online survey panels.
**U.S consumer data on where consumers shop, how they shop, what products and brands they purchase, the
publications they read, and their demographic and psychographic attributes.
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23. Effective SM campaigns work together
“The most effective social media campaigns build up a
story over a period of time.”
For example: “Build up a culture of giving.”

24. Effective SM campaigns work together
Awareness Engagement Connection
1- Organic Video: Importance of giving. 2- Promoted video views. 3- Post: Targeted donor story.
4- Organic Link: Student impact.
5- Boosted engagement. 6- Video: You can make a difference.
7- Post: How to give back. 8- Targeted engagement. 9- Post: Thank you.

25. Questions?
Josse.Garrido@utrgv.edu
Linkedin.com/in/AlexGarrido
Twitter.com/MrAlexGarrido