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Advertising & marketing pp
- 1. Social Media in Advertising and Marketing Chapter 5
- 2. ADVERTISING paid and commercial messages purchased by an advertiser or agency representative to appear within traditional or hybrid social media MARKETING promoting and selling services targeted at a specific market
- 3. Key Terms • Earned exposure • Conversion • Search engine result placements (SERP) • Customer relationship management (CRM) • Off-page Optimization
- 4. The Different Types of Social Media Platforms to Serve Ads • Social Networking (Facebook, LinkedIn, Google+) • Microblogging (Twitter, Tumblr) • Photo Sharing (Instagram, Snapchat, Pinterest) • Video Sharing (YouTube, Facebook Live, Periscope, Vimeo)
- 5. The Best Places to Invest Your Ad Money 1. Facebook (2 billion monthly users) 2. Instagram (500 million monthly users) 3. Twitter (328 million monthly users) 4. Pinterest (175 million monthly users) 5. LinkedIn (227 million monthly users) 6. Snapchat (301 million monthly active users)
- 6. Which social media network you choose will depend on 3 VERY important factors: 1. Where your target customers are more concentrated. 2. Where your target customers are most accessible. 3. Where your target customers most actively engage with ads.
- 7. 3 Ways to Manage Social Advertising Campaigns 1. Run your ad manually. 2. Run your ad campaigns via automated software. 3. Hire a managed service to run your ad campaigns.
- 9. BINGO Advertising Manual Advertising Snapchat Marketing Earned Exposure Off-page Optimization Facebook Conversion LinkedIn Instagram SERP FREE YouTube CRM FREE Pinterst
Editor's Notes
- Social media helps in relationship building. Earned exposure: when customers relay their positive experiences to others via social media sites for reviews and ratings. YELP Conversion: the ultimate goal in advertising and marketing campaigns is to convert people, from having an initial interest to completing a sale. FACEBOOK advertisements SERP: using search engine optimization (pushing content to the top if any specific search) to drive high placement during keyword searches CRM: organizes engagement around customer satisfaction, loyalty and retention Off-page optimization: a function that links similar pages
- Instagram commands one of the highest audience engagement rates in social media, 58% higher than facebook and 2000% higher than twitter. Pinterest is unique. It’s visual, like instagram, but unlike instagram, it is highly targeted toward women with an 81% female user base. Snapchat reaches 41% of all 18-34 year olds in the United States on any given day.
- usage, groups: depends on your demographic and who you are targeting, if it’s women only you may want to use pinterest, 18-34 age rang you may want to use instagram, etc. Preferred media, ad targeting Testing required For instance, I post advertisements for Kean on LinkedIn, Higheredjobs, Academic Keys, etc. You have to present a compelling offer via a compelling medium to people who will actually find it compelling, in a place those people actually see it.
- This is the cheapest way to run ad campaigns in terms of operating costs. Simply run them yourself. There are no special requirements to manually run a campaign, just head to the platform you wish to advertise on and set up your campaign on their website. A lot of work, no expertise. Use 3rd party tools. Not the most user friendly and pricey but allows you to keep tabs on performance without doing anything else. Ideal for businesses. The simplest and most successful. Let experts handle it for you. Hiring an advertising team but have to due your due diligence or it won’t work out. For big businesses.
- At Kean we use manual advertisements. All advertisements are posted on our webpage, along with several other pages such as Higheredjobs, academic keys, the chronicle, the star ledger, higher education recruitment consortium. The main social media outlet we use is LinkedIn.