Ensure your message meets the audience

1. Social Media Advertising:
Ensure Your Message Meets The Audience
December 2014

2. ChatterBlast Media is a digital voice agency
that focuses on social media and creative digital communications.
We help organizations reach their target customer communities.
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We work with businesses, non-profit organizations,
institutions and government entities.

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“A brand is no longer what we tell the
consumer it is – it is what consumers tell
each other it is.”
- Scott Cook, Intuit Chairman & P&G Board Member

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Information consumption is changing…

5. Ads should feel like a
natural extension of your
best content
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Content & Advertising are Merging
“Pages that post promotional
creative should expect their organic
distribution to fall significantly over
time.”
-Facebook Blog, Nov. '14

6. -Facebook Blog, Nov. '14
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Content & Advertising are Merging
“News Feed has controls for the number of ads… and for the quality of those
ads (based on engagement, hiding ads, etc.)”
Take a content-first approach to
what you post & your advertising

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Content & Advertising are Merging
Ads can't stand alone
•Address advertising needs
within your content calendar
•Focus advertising around
content that builds value

8. Content & Advertising are Merging
Facebook determines posts to be
overly promotional if they:
1. “…Solely push people to buy a product or
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install an app”
2. “…Push people to enter promotions and
sweepstakes with no real context”
3. “...Reuse the exact same content from
ads”

9. Content: Boring Is As Bad As Overly-Promotional
Ads should support & amplify …
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• Unique
• Creative
• Exclusive
• Thought-Leadership
…areas within your planned content
‘What make MY audience want to see this in their
feeds?’
“What value do you provide the reader before they
click?”

10. Content: Boring Is As Bad As Overly-Promotional
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• Bad promoted posts are worse
than bad organic posts
• You're paying to tell people how
uncreative you are
‘What would make people want to share this?’
“How is it special?”

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Advertising Should Serve A Purpose
• Ads should always drive
traffic or conversions
• Use your blog to make
more in depth “sales pitches”
• Bid for engagements only if a
reader can enter etc. via
comment/tweet

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Advertising Should Serve A Purpose
Bidding for conversions & clicks
helps drive organic growth, if your
content is quality.
Good content will naturally:
•Boost a reader’s page depth on your site
•Boost engagements when a user returns to
Facebook after the click-through.

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Advertising Should Serve A Purpose
• Find your audience through
getting granular
• Many niche placements >
Targeting the broadest
segments of your audience

14. Use ads as an opportunity for content experiments
with focused audiences
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Advertising Should Serve A Purpose
Within the same ad set target a variety of…
• Images
• Videos
• Calls to action
…to a variety of niche audience segments

15. Track goals and conversions within
Google Analytics
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Advertising Should Serve A Purpose
• Tells you if audience targeting is working
• Tells you what networks are most effective
• Using UTM links for campaigns helps close the loop
on effectiveness

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Facebook Power Editor
Ad Sets are your best friend
•Budgets & Targeting are set here
•Can easily duplicate whole sets & tweak single demographic items for A/B
testing

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Facebook Power Editor
Experiment with different audiences
•Save a variety of specific versions within a demographic
– Ages
– Locations
– Children / No children
•Use a tracking pixel to target website visitors

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Facebook Power Editor
Experiment with different
audiences
•Use those multiple versions of the same ad to
niche audiences
•Cut the low performers mid-campaign

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Closing The Loop
• Use successful ads and audiences to determine
ongoing content & campaigns
• Always provide value
• Give, give, give & give again; then you get.

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Questions?
Matthew Ray & Lou Perseghin
@ChatterBlast
@matropolis @LouPerseghin