Post on 27-Nov-2015
description
Social advertising ch-ch-changes:
What you need to know
(Part 1: Facebook, Twitter & LinkedIn)
Ian Mackie – Point It | ianm@pointit.com
Brooke Anglés – ADMOSIS Media | brooke@admosismedia.com
Logistics
• Webinar is being recorded
• A link will be emailed within 24 hours
• Feel free to ask questions during the
webinar via the chat option
Any unanswered questions will be responded to
following the webinar
Who is Point It?
• Founded in 2002
• Seattle-based digital marketing
agency
• $40 MM in managed media each
year
• Servicing clients across all verticals
and revenue models
Microsoft Store
Rhapsody
At&t
SCOTTEVEST
Docusign
sharebuilder
ADMOSIS
1: effortless absorption or diffusion of a brand message
resulting in a desire to patronize or buy.
ADMOSIS: noun \əd-ˈmō-səs
Brooke Anglés
Obsessed with targeting & creative,
Brooke leads a swat team of social
advertising experts.
#brandsbestfriend #1MMfans #srsly
Caitlin Angeloff
Caitlin is a master of strategic social
integration who likes to catch &
collect bottles full of lightening.
#digitalseamstress #GSD
ADMOSIS
ADMOSIS is changing the ways brands think about advertising
- Brooke Angles, Founder
Ads that don’t feel like ads are the future.
Frictionless, super-relevant & sharable brand assets are the equivalent of paddling out to ride the wave of conversation vs. trying to manufacture the wave yourself.
We’ve helped brands like these paddle out and ride the wave:
ADMOSIS
Why social advertising matters now
With more than 1 billion
users tapping into social
networks, marketers have
eagerly turned to social
advertising tactics in order
to reach their audiences as
the platforms go in to full
monetization mode.
ADMOSIS
Social ads more critical than ever1. Social ads are critical for reach &
depth.
2. Exploit unparalleled targeting
capabilities based on users affinities but
also past purchase behaviors and
cookies.
3. Better data – stop guessing who to
target and which creative to adopt
across your broader marketing
campaigns. Research and optimize in
relative real-time.
4. More cost efficient – only spend on the
stuff that’s working.
5. Mobile is built in.
Source: Forrester
ADMOSIS
Unprecedented mobile reach
Social advertising offers a simple
and effective way to reach your
audience on mobile.
Consider this, Facebook and
Twitter are already connected to
all our mobile activities.
Facebook has the number 1
mobile app in the world and
Twitter is the fastest growing.
65%of Likes happen in the newsfeed
45%of comments happen in the
newsfeedFAST FACT:
Facebook led display mobile advertising
with 18.6% of the market in revenue.* Source: eMarketer
ADMOSIS
2014 general trends & themes
Mobile before desktop
Bite-sized content
Smart integration reins supreme
Better retargeting tools
ADMOSIS
Funnel of links, likes & love
• Social Advertising
Awareness
• Content / Sponsored Content / Advertising
Education / Consideration
• Organic / Incentives /Ads / Content
Download / Usage / Purchase
• Amplify expression of sentiment & engagement
Preference
• Fuel Awareness / Establish credibility
Sharing
ADMOSIS
What’s up @ LinkedInSponsored Updates: The newest ad type on LinkedIn, similar to
Facebook Sponsored Stories, lets you publish relevant content straight
to the LinkedIn feed of any member of the site, not just your Company
Page followers.
This Ad Type Is Great For:
1) Increasing awareness
2) Driving quality leads
3) Deepening relationships with followers
ADMOSIS
LinkedIn case study: HubSpot
Goals:
1) Expand targeted reach among most
relevant audiences for each piece of
content
2) Promote top-performing offers in a
professional context
3) Strengthen lead generation program
& capture contact information
4) Gain instant feedback on which
content drove the most engagement
Results:
• Quality of leads is much higher than
other paid media platforms
• 400% more leads within their target
audience than lead generation efforts
on other platforms
• One of the largest paid lead
generators during the campaign
ADMOSIS
What’s up @Facebook
Ad products continue to become more consolidated and more targeted
1. Sponsored Stories will be replaced in April, but ads will still have social context
2. Domain & Graph Sponsored Stories will go away completely
3. Ad Image cropping function
4. Streamlined targeting & geographic exclusion targeting now available
5. Advanced demographics targeting (including job industry & function) and behaviors targeting available
Takeaways:
• Overall 94% targeting accuracy & 47% cost savings vs other publishers
• Newsfeed is preferred placement: 8X engagement for page posts in news feed
• 70% of campaigns driving offsite had 3x or greater ROI, 49% with 5x or greater ROI
ADMOSIS
Facebook’s new ad ecosystemChoose the ad unit that corresponds to your campaign objectives:
• Clicks to website
• Website Conversions
• Page Post Engagement
• App Installs
• In-store Offer claims
• Event Responses
ADMOSIS
LivingSocial case study
LivingSocial’s event experience team hired Admosis
Media to drive ticket sales to each of their events,
Sushi+Sumo, BeerFest & 5K Dance Party.
Key program components:
• Content strategy consultation
• Custom Facebook advertising creative
• Targeted & optimized Facebook ad serving
• Campaign measurement
Results:
18K new fans to the US Facebook population
70% increase in wall conversation regarding events
20% of traffic to Living Social deal page deliveredby social advertising
ADMOSIS
What’s up @TwitterAds API update includes Re-targeting
1. Tailored Audience: Cookies, Email and UID
2. Targeting Capabilities included Layered Targeting, Exclusion Targeting, Reach Expansion, Audience Updating and Audience-Level Reporting
3. Tailored Audiences can be run through an ads partner
Takeaways:
• Re-targeting and Tailored Audiences will help integrate advertising & marketing campaigns across platforms, & help smart advertisers target people with expressed interest in a product. With Tailored Audiences, you’ll be able to:
• Take loyalty marketing to the next level by turning high-spenders into followers, and talking to them daily
• Reactivate lapsed customers with great offers that bring them back in-store
• Run highly efficient new customer acquisition campaigns that exclude your current customers
• Precision targeting will provide a 100% match on the platform.
ADMOSIS
Sample web tailored audience ad
ADMOSIS
Sample CRM tailored audience ad
ADMOSIS
The Battle RoyalSocial vs. search vs. displayDon’t Assume Anything!
Considerations:
1. Goal of the campaign
2. Where is you’re audience currently
3. Budget
ADMOSIS
Social AND Search AND DisplaySocial:
• LinkedIn: highest CPCs but highest average conversion rate
• Facebook: inexpensive traffic, did convert but required more love
Search:
• Overall most cost-effective channel (big surprise!)
Display
• Wide reach, but too expensive and didn’t convert well in most cases
Reach Cost of Traffic Conversions
Search 3 2 2
LinkedIn 4 3 1
Facebook 2 1 4
Display 1 4 3
ADMOSIS
Things to keep in mind
Start with clear social advertising objectives
Promote your brand & your content. Don’t forget it’s a two-way dialogue
Take advantage of robust targeting
Integrate social ads with the rest of your advertising mix for greater success
Consider using a 3rd party ad serving tool for programmatic buying
ADMOSIS
And remember. Don’t feed the zombies.Quality content and smarter targeting are your great defense
ADMOSIS
Questions?
Thanks for joining us today!
Be sure to sign-up for Part 2 of this series,
where we’ll cover advertising changes for:
ADMOSIS
Connect with ADMOSIS
www.admosismedia.com
facebook.com/AdmosisMedia
Brooke Angles
brooke@admosismedia.com
425.533.4995
Caitlin Angeloff
caitlin@admosismedia.com
206.790.4773