A general overview of traditional & social advertising including how social should fit as part of your marketing mix. Focus is on Facebook & Instagram ads, goals, and best practices. Also covers the difference between Facebook promoted and boosted posts. May 2018

1. SOCIAL MEDIA WORKSHOP:
SOCIAL ADVERTISING
Presented by
Plaid Swan

2. TRADITIONAL VS. SOCIAL
ADVERTISING
 Audience demographic
 Product or service
 Geographic location of your target
 Niche markets
 Campaign budget
 Type of campaign
(brand awareness or call to action)
 Campaign goals
 Type of conversion desired
Careful consideration and the successful mixing of campaign
channels is essential. The effectiveness of the media mix – the
partnership of traditional with social – depends on multiple
factors.

3. THE ROLE
OF
TRADITION
AL MEDIA
Brands perceptions are established over a
period of time.
With their widespread distribution and
extensive impressions, traditional channels
are well served to generate awareness of your
brand.
Only after this awareness has been made is it
time to pair with a more two-way conversation
approach to help guide the customer to a
decision and ultimately an action.

4. TRADITIONAL MEDIA IS
EVOLVING
Advancements in technology now make it easier to consume
traditional channels – television, newspaper, radio and magazine – in
more ways than ever before.
• 50% of homes in the US have subscriptions to video on demand.
• Online radio consumption is also on the rise.
• Even print has found ways for online access to information through digital
subscriptions.
These new advancements have added the ability for two-way
conversations to what was previously known as a one-way channel.
The bottom line is that campaigns need to be versatile and adaptable.

5. DOVE’S
REAL
BEAUTY
CAMPAIGN
Dove, a well-known brand owned by Unilver,
certainly found the right mix of traditional and
digital with their “Real Beauty” campaign.
The campaign successfully combined billboard,
print, TV, YouTube and social media to direct 1.5
million visitors to the Campaign for Beauty
website, increase sales by $2.5 billion and claim
the third most all-time shared video on YouTube
(3.74 million shares).

6. ROLE OF SOCIAL IN ADVERTISING
MIX
Social platforms attract people with content but the core
engine driving the platforms is advertising.
Benefits of Advertising Through Social Media Include:
 Grow your sales and your fanbase.
 Use customer generated content for ads (which perform
better, too!).
 Better target net new and returning customers (so you waste
less money).
 A/B test on the fly, using platform analytics to determine
winners.
 Ability to turn on, off, pause, and adjust as needed.
 Control over your dollar spend.

7. WHICH
SOCIAL
ADVERTISI
NG
PLATFORM
DO YOU
ADVERTISE
ON?
Which social media network you choose will
depend on 3 VERY important factors:
1. Where your target customers are most
concentrated (usage, groups, etc.)
2. Where your target customers are most
accessible (preferred media, ad targeting, etc.)
3. Where your target customers most actively
engage with ads (testing required)

8. MEASURING ROI
The 3 top ways marketers
measure ROI of social ad
campaigns:
1. 42 % by how much
engagement they receive
2. 17% on leads generated
3. 15% on sales earned

9. FACEBOOK
AD
PLATFORM
With algorithms focusing on personal
relationships, organizations are turning to
advertising to ensure their supporters’ see their
posts.

10. FACEBOOK
AD OPTIONS
Facebook has two primary
advertising options and a ton
of secondary advertising
options for nonprofits.

11. AD OPTION: PROMOTED POSTS
o They can be used to drive people to your
website, promote a campaign, or sell
merchandise for your cause.
o To set up a promoted post, you must have a
Facebook business page.
o Created using Facebook Ads Manager.
o Virtually identical to a normal Facebook
post aside from 2 distinguishing features:
 The word “Sponsored”
 A call to action button

12. AD OPTION:
BOOSTED POSTS
oBoosted posts are similar to promoted posts, except
that you wouldn’t use the Ads Manager program to
create and track the marketing campaign.
oYou are required to have a Facebook Business page
to boost your post.
oIf you’re interested in increasing your reach for a
particular post (especially since the algorithm
change), this is the quickest and easiest way to do
that.
oFrom the user stand point you can’t tell a boosted
post from a regular post – except that you will see it
more often.

13. INSTAGRAM AD
PLATFORM
All Instagram ads are placed within the
Instagram Newsfeed and are
distinguishable by the word “Sponsored”
and a call to action button.

14. INSTAGRAM AD OPTIONS
Image Ads
 Single photos can be formatted to be situated as a
square or landscape.
 Ideally, the photo should be easily digestible, such as a
fact, statistic, or a photograph that speaks for itself.
Videos Ads
 Use videos to introduce powerful images, complete with
sound and motion.
 Videos can be up to 60-seconds.
Carousel Ads
 A swipeable image feature.
 If you are looking to tell a story through a photo
sequence, this is your best tool.

15. FACEBOOK & INSTAGRAM AD
ELEMENTS
Targeted Audience
Narrow down your desired audience
based on the following criteria:
• Location
• Demographics
• Interests
• Behaviors
• Connections
• Partner Categories

16. FACEBOOK & INSTAGRAM AD
ELEMENTS
Objective-Based “Call to
Action”
Facebook ad objectives that you are
likely to use include:
• Brand awareness
• Clicks to your website
• Lead generation
• Page “Likes”
• Post engagement
• Website conversions

17. FACEBOOK AD CALLS-TO-ACTION
 Contact Us
 Like Page
 Donate Now
 Learn More
 Download
 Sign Up
 Watch More
 Subscribe

18. INSTAGRAM AD CALLS-TO-ACTION
• Clicks to website
• Website conversion
• Video views
• Reach and frequency
• Page post engagement
• Local awareness

19. AD BEST
PRACTICES
Know Your Audience
 Who are they & what makes them unique to your business?
Remember Your Brand
 Include your logo, name, symbol, hashtag, or other brand-specific detail that sets
you apart from others.
Keep It Short
 Keep both your headline (5 words) and ad text short and direct.
Choose Meaningful Images and Video that Meet Ad Specifications
 Think through the purpose of the ad before selecting the image or video.
Engage with Your Audience
 Communicate with those who take the time to engage with your posts.
Know Your Limitations
 Recognize and adapt to any limitations you may have.