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Social	
  Advertising	
  
Taught by Gwen Woltz
Co-founder, Wahine Media
social media strategy, training 

& implementation...
Why social advertising?
Social ads won’t solve your
problems, they compliment
your success.
Remember the context! Don’t
use social ads to market, use
them to engage.
Design for mobile first.
Facebook	
  Ads
Facebook	
  Ads
• Objectives
• Target audience
• Custom audiences
• Demographics
• Location
• Interests
• Behavior
• Image...
Twitter	
  Ads
Twitter	
  Ads
• Objectives
• Target audience
• Location, gender
• Keywords, interests
• Followers
• Tailored audiences
• ...
Scenario #1
Keep engagement and growth on profiles
Keep	
  engagement	
  and	
  
growth	
  on	
  profiles
• Industry: nonprofit
• Facebook:
• 5,000 fans
• Boost post 1x per we...
Scenario #2
Increase email opt ins
Increase	
  email	
  opt	
  ins
• Industry: restaurant
• Website conversion ads
• Landing page on website or Facebook
• Op...
Scenario #3
Increase participation in giveaway
Increase	
  participation	
  
on	
  giveaway
• Industry: hospitality
• Entry form installed on website and
Facebook App
• ...
Scenario #4
Get people to walk in your door
Get	
  people	
  to	
  walk	
  in	
  
your	
  door
• Industry: fitness & spa
• Fan like ads: build awareness
• Target peopl...
Resources
• Twitter Advertising
• https://support.twitter.com/groups/58-advertising
• Twitter Contest Guidelines
• https:/...
Keep	
  in	
  touch!
Wahine Media
web: wahinemedia.com

blog: wahinemedia.com/wahineblog

facebook: facebook.com/wahinemed...
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Social Advertising: Pacific New Media Class, Feb 2015

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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.

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Social Advertising: Pacific New Media Class, Feb 2015

  1. 1. Social  Advertising   Taught by Gwen Woltz Co-founder, Wahine Media social media strategy, training & implementation for business Slides: slideshare.net/wahinemedia
  2. 2. Why social advertising?
  3. 3. Social ads won’t solve your problems, they compliment your success.
  4. 4. Remember the context! Don’t use social ads to market, use them to engage.
  5. 5. Design for mobile first.
  6. 6. Facebook  Ads
  7. 7. Facebook  Ads • Objectives • Target audience • Custom audiences • Demographics • Location • Interests • Behavior • Images and messaging • Ad management & budgeting • Campaign > Ad set > Ads
  8. 8. Twitter  Ads
  9. 9. Twitter  Ads • Objectives • Target audience • Location, gender • Keywords, interests • Followers • Tailored audiences • Images and messaging • When not to use hashtags • Twitter cards • Ad management & budgeting
  10. 10. Scenario #1 Keep engagement and growth on profiles
  11. 11. Keep  engagement  and   growth  on  profiles • Industry: nonprofit • Facebook: • 5,000 fans • Boost post 1x per week • Build fans • Twitter: • 2,500 followers • Promote profile • Promote tweets 3x per week
  12. 12. Scenario #2 Increase email opt ins
  13. 13. Increase  email  opt  ins • Industry: restaurant • Website conversion ads • Landing page on website or Facebook • Opt in, download e-book, get coupon, enter sweepstakes • Opt in form • Short Stack • OfferPop
  14. 14. Scenario #3 Increase participation in giveaway
  15. 15. 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 • Twitter • Leads on Twitter (using Twitter card) • Land on website
  16. 16. Scenario #4 Get people to walk in your door
  17. 17. Get  people  to  walk  in   your  door • Industry: fitness & spa • Fan like ads: build awareness • Target people most likely to purchase product • Boost post: keep top of mind • Local awareness targeted ad: convert • Ad 1: target fans • Ad 2: target interests
  18. 18. 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
  19. 19. 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

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