Boosting Social Ad Results with Audience Segmentation: Nowspeed and Hitachi Data Systems
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Transcript of Boosting Social Ad Results with Audience Segmentation: Nowspeed and Hitachi Data Systems
August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
How to Leverage Audience Segmentation Techniques to Improve Social Advertising
Sharon Crost, Hitachi Data Systems [email protected] David Reske, Nowspeed Marketing [email protected]
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Agenda • Trends in Social Media Advertising
• Integrating Social Media Advertising with Organic Social Media Marketing
• Facebook Campaigns
• LinkedIn Campaigns
• Twitter Campaigns
• Hitachi Data Systems Experience and Case Study
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Social Media Users
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Facebook YouTube Google + Twi8er LinkedIn Pinterest 3
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Growth of Facebook Facebook gets 1 out of every 5 pageviews on the Internet.
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Integrated Digital Advertising Campaigns
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Google Search -‐ PPC
Google Display
Google RemarkeJng
Bing
Mobile
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
What is Social Media Advertising (SMM)?
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Social Media Advertising is a term that is used to describe a form of Online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site is that advertisers can take advantage of the users demographic information and target their ads appropriately. - Wikipedia
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Organic Social Media Program • Manage and
Update Platforms – Facebook – Twitter – Youtube – LinkedIn – Pinterest
• Create and Syndicate Content
• Build Follower Base
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PlaMorms
Followers Content
• Static Content • Branded Content • Industry Content
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Business Value of Organic Social Media Brand, Impressions, Visits, Leads,
Nurture
Followers Content Posts Offer – Call to AcJon
Likes, Traffic and
Leads & Sales
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500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Business Value of Organic Social Media Brand, Impressions, Visits, Leads,
Nurture
Followers Content Posts
Offer – Call to AcJon
Likes, Traffic and Leads &
Sales
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500 Followers X 20 Posts / Month = 10,000 Impressions/mo 10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
What can Social Media Ads do for you? 1. Engagement 2. Get more likes/
followers 3. Get more leads 4. Get new customers
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“93% of adults in the US are on Facebook
according to BlogHer.”
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Who is using it?
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North American represents almost 50% of social media ad spending.
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Digital Advertising Market Share
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Which social network is most popular?
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Facebook is currently the most popular social media site for advertising. Benefits: • Largest Social Media Audience
(Over 1 Billion people on FB) • Most affordable way of advertising
(Great Targeting) • Most visited social media site
(655 Million Daily Active Users) • Conversion Tracking
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Target Customer
Marketing Segmentation Interests Business, Computer
Data Storage
Behaviors Technology
Early Adopters
Demographics US, UK, 22-‐55, English, Job
Title
Target Customer
Connec4ons Not Connected
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Targeting
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising - Targeting • According to eMarketer, the top three segmenting categories used by Facebook
marketers include age, used by 55% of Facebook advertisers, followed by country and interest.
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising - Targeting • Targeting based on interests give you powerful options • Facebook knows exact interest because people give them that information. • Target exact interests, related interests, or broad categories. • Check audience numbers as you add interests, be sure audience is not too small
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising Conversion Tracking
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• You can choose between 6 conversion categories.
• A conversion is an action that a person takes on your website such as checking out, registering, adding an item to the shopping cart, or viewing a particular page.
• Virtually any page on your website can represent a conversion, and you can create and add the conversion tracking code on any page of your website.
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Ads Promoting Offers
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Example of FB Ad promoting Likes
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Promoted Post
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87 organic views, 1,056 paid views
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising • Geographic Targeting • Target by Company
– Select specific companies or target by category • Target by Job
– Select specific titles or target by job function/seniority
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising • Target by School • Target by Skills
– Similar to Facebook Interest Targeting
– Suggests similar Skills • Target by Group
– LinkedIn Groups are very popular
– Using specific groups can get you a targeted audience
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Examples of LinkedIn Ads
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Pros and Cons of LinkedIn Advertising
• Pros – Target a professional audience – Accurate targeting by industry – Leverage LinkedIn Groups – Target Decision Makers
• Cons – Smaller reach – Conversion tracking is not as robust as Google & FB
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets & Accounts • Promoted Tweets are regular Tweets with the added bonus that
they can reach more people who are interested in your business. – Targeting: Location, Category, Users with the same interest as
followers
• Promoted Accounts simply puts you in front of more people who are just like them – quick, easy way to grow your followers. – Targeting: Interest, Geography, Gender
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets: Targeting
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets: Which tweets to promote?
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets/Accounts: Budget & Bid
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You pay only for engagement. You’ll only be charged when people follow your Promoted Account or retweet, reply, favorite or click on your Promoted Tweets. You’ll never be charged for your organic activity on Twitter. There’s no monthly fee and you set your maximum daily budget.
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Why Advertise on Social Media? • Huge Audience: Billions of People • Strong Momentum: Projections to double annual ad spending
from from $4.6 billion in 2012 to $9.2 billion by 2016. • Advanced Ad Targeting: Targets consumers with interests that
match the virtues and values of their products. • Multiple Engagement and Conversion Opportunities:
Generate engagement, likes and followers, as well as traffic, leads and sales.
• Mobile: with the social consumer on-the-go for proven social ROI (70% of FB users are mobile)
• Low Cost per Click and Cost per Conversion
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Hidden Danger • Engagement is growing but
you don’t know that performance can be much, much better
• Content creators are still broadcasting text oriented brand messages
• Don’t know when you “spam”
• Teams are still putting pressure on creating “viral” content
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Key solutions 1. Paid social ads to segmented audience
demographics to boost engagement rates 2. Segmentation helps drive content providers
to tailor content to audience 3. Image beauty is in the eye of the beholder 4. Better relationship with audiences (spam
reduction) as they only see relevant content 5. Going “micro-viral”
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Can you guess when? Huge boost in budget adjusted engagement rates
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3/10/2014 4/10/2014 5/10/2014 6/10/2014 7/10/2014
Total Engagements per $100
Page Likes per $100
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Two Sides of the Story Forced audience-targeted content removes “all about me”
syndrome
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
If you are Imageless you are Naked • Images are worth the characters
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Impressions
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@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Seeing is the new Seeing Eliminate content from the un-crowd
96.00%
96.50%
97.00%
97.50%
98.00%
98.50%
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99.50%
100.00%
3/10/2014 4/10/2014 5/10/2014 6/10/2014 7/10/2014
Bounce Rate
Bounce Rate
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Wait for it… Peak hits at 2-3 weeks
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Clicks per $100
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Surprising Results • Boosted engagement rates / ROI • Content providers are now repurposing
content for audiences • Brand credibility – only the in crowd sees
our content • Real performance results. Greatness is
not lost in the mean • Each ad is its own “viral” campaign
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
In Summary Everyone talks about rock these days; the problem is they forget about the roll. - Keith Richards
@davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
How to Leverage Audience Segmentation Techniques to Improve Social Advertising
Sharon Crost, Hitachi Data Systems [email protected] David Reske, Nowspeed Marketing [email protected]