Post on 10-May-2015
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Montreal. Paris, Mexico, May 2012
Michael Binnion / Questerre: Social Media Strategy
Facebook Ads & Twitter Strategy
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
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Step 1: Creating a Facebook Ad
• Login to the Facebook account you will be managing the ad with
• Click on “Advertise” to get started
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
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Step 1: Create an Ad (cont.)
Click “Create an Ad”
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 2: Design Your Ad
• You can make an ad for a specific website, or a Facebook Page you are administrating
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
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Step 3: Target your Ad
The number of people your ad may reach
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
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Step 3: Target your Ad (cont.)
You can target specific ages, genders, workplaces, etc.
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
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Step 4: Campaigns, Pricing and Scheduling
Set your budget: The amount you want to spend for the lifetime of your campaign
Please note: You can only set your currency and time zone ONCE. Please chose wisely.
Schedule the length of you campaign
Switch to Advance Mode, and set a price before hitting “Review Ad”
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
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Step 5: Setting a Price
CPC: Recommended particularly during the testing phase of any ad campaign. Over the long term, CPC can be very cost-effective as your click price drops when your ad is very popular.• I recommend bidding CPC when conversion is
your goal. If you’re interested in having people click through to your website or Facebook page, then CPC is most likely going to work out best for you.
CPM: Cost per thousand impressions
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Managing your
Account
Click on your account name to view your ads
Once your account is set up with its first ad, click here to access it
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Managing your
Account
• Easy way to change your budget• See your campaign schedules,
how much you’ve spent and keep track of your remaining budget
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Managing your
Account
The amount of “Actions” your ad receives is a good indication on how well the ad is doing
You can see how many people your ad is reaching
How much you’ve spent
If you’re ad isn’t doing well, hit “Edit” to change your ad
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
How to Manage a Successful Twitter
Campaign
The sign of a good tweeter is the number of times he gets retweeted. Retweeting is often more powerful as it acts as an accreditation by other users, who are in turn recommending the tweet to their followers.
• Find topics that are close to your industry • Retweet them• Respond to them to get involved in the action
It is important to remember that Twitter is primarily a networking tool. The amount of followers you have is seen as a status symbol in some circles. Here’s a step by step guide to easily increase your Twitter following:
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 1: Find your Power Tweeters
http://www.twellow.com/
• Search for “energy” or “oil and gas” or “natural gas”• Follow the people on the top of the list most relevant to the industry:
• former employees and executives• news groups and journalist• energy companies
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 2: Monitor and Engage
http://www.tweetdeck.com
• Create lists of people to monitor• Retweet your favorite people • Replying to their tweets • Select one power tweeter a week to
monitor• Be as helpful as you can by giving
constructive advice and comments to their tweets
• Answer questions they might have• Linking out to informative articles • Giving thoughtful opinions in a wider
discussion
The goal is for them to mention you in their tweets and ultimately follow you in return. We suggest:
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 3: Schedule your Tweets
You can use Tweekdeck to schedule tweets
• @Questerre_Utica: Between 11am and 1pm MDT as well as 5pm MDT
• @Mrbinnion: Between 12am and 1pm MDT as well as 3pm or 6pm MDT
The times to tweet in order to acquire the best engagement would be:
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 4: Follow Others
http://tweepi.com/
Tweepi can analyse any Twitter user and point out show you which of their followers you should be following• We suggest paying for an account to gain access
to the full features of Tweepi• When using free Tweepi, remember to click on
“load score” and sort by “klout” to determine those you should follow
• Use the “Follow Friends” feature to follow the people power tweeters are following
• You can easily unfollow all the people who haven’t followed you back
• You can follow all those people who are following you
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 5: Interact with Followers
• Tweet Beep is a very effective tool that sends you alerts for a range of specified keywords. This will ensure you never miss an opportunity to join or reply to a conversation.
• Type in keywords or phrases you would like to get alerts for, like “shale gas” or “fracking”
• You can also get alerts for specific users being mentioned, or hashtags
• Hit “save alert”, and you’ll receive an email everytime someone uses your keywords in a tweet.
http://tweetbeep.com/
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 6: Utilise the Hashtags
It displays in real-time the words which are buzzing right now on Twitter
• Look at the word cloud on the right hand side
• All of those words are currently being used on twitter
• Use those words when composing a tweet to get the most exposure possible that day
http://www.twitscoop.com/
Social Campaign Optimization
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
Step 7: Rinse and Repeat
http://manageflitter.com/
If some users you are following have not yet followed you back, consider deleting them and repeating the previous steps
• Click on the “Not Following Back” tab on the left hand side to show all the people you are following who are not following you back
• Select all the people you would like to unfollow
• Then hit the “unfollow” tab on the right hand side to unfollow everyone you have selected
Parta Dialogue Inc. © 2011 I TSX-V : PAD I partadialogue.com I Montreal • Paris • Mexico
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