SIPA 2016 Social Media Powerpoint Matthew Cibellis FINAL
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Transcript of SIPA 2016 Social Media Powerpoint Matthew Cibellis FINAL
![Page 1: SIPA 2016 Social Media Powerpoint Matthew Cibellis FINAL](https://reader035.fdocuments.net/reader035/viewer/2022062412/58ef51ea1a28ab697c8b46bd/html5/thumbnails/1.jpg)
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1. Successful Facebook Campaign—seeing what works
2. Failed Facebook Campaign—demonstrating what doesn’t work
3. Twitter Campaign– assessing your brand’s readiness
4. Lessons Learned5. Conclusions and
Recommendations
Presentation Details
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• More outreach than your page• More targeted outreach• Growing your brand• Facebook algorithms work against you
Why Do You Need Ads?
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Leaders To Learn From• Generate nominations for
award• Generate registrations for the
conference
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• Garner nominations• Increase impressions• Increase followers• Raise brand awareness
Goals
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• Ad Type: Clicks to Website• Flight: July 6— August 1• Budget: $20 daily• Audience:
• US• Age 25—64• All Gender
• Specific Interests to hone search• Education, Teacher, School, Board
of Education, School district, Primary school, Middle School, High School, Primary Education, Secondary Education, Education Technology, K-12 Education
Facebook Ad Campaign
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Facebook Ad Campaign
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• Estimated daily reach: 1,500-4,000
• CPM (cost per 1,000 impressions): approx. $5
• Potential reach in 46 days: 60,000 people
Expected Results
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• 1-3 hours research• 10 minutes set-up• Weekly check-in• 2 hours post-analysis
Work Involved
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Results
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Why it worked• “Low-lift” ask• Tailored to the right audience• People who know who to
nominate• Well-timed• Engaging Photo
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Second Ad Campaign
• Increase registrations for the live event• Thought we had the keys to success• Had a better idea of our audience
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Goals• To increase registration numbers• To increase impressions and
followers• To increase brand and event
awareness
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GoalsRegistration Campaign:
Goals:• Generate paid
registrations for an event
Success Means:• Just a handful of
registrations that garner thousands of dollars in revenue
• Raised brand/event awareness
• Raised “likes” to Edweek Events’ page
• Raised post engagement
Nominations Campaign:
Goals:• Generate free
nominations for an award
Success Means:• Over 400
nominations by August 1
• Raised brand awareness
• Raised “likes” to Edweek Events’ page
• Raised post engagement
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The Event Registration AdHoning Criteria:
• Ad Type: “Event Responses”
• Audience: Same as Nominations Ad
• Running Time: August 6-August 31
• Budget: $16/day for 25 days
Expected Results:
• Estimated daily reach: 2,100-5,600 people
• Cost per click: approximately $0.50
• Potential Reach: 61,000 people
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Results• Cancelled after only 1
week• Spent $223.25• Reached 18,175• 16 event responses• 158 event clicks• Resulted in no viable
registrations
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• “Heavy-lift ask”• Audience was ill-fit• Time frame• Artwork Department• Changes in Personnel
Why It Didn’t Work
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• Original launch: December 2015
• Budget: $268• Choice between maximum
daily budget and total campaign
• Goal: Website clicks to registration page
Twitter Campaign
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• Did not receive support from• Audience• Art department• Own staff
• Timing and content issues
Issues
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• Create plan based on a successful Facebook campaign
• Attempted implementation too early
• Audience on Twitter• Ticket price
When to Abort Mission
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• “There’s an ‘APP’ for that!”• Know your audience• Know your product• Know your plan
• Create a plan and be sure to execute• Schedule in advance
• Facebook is very different from Twitter
Takeaways
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Conclusion
• Remember• Audience• Product• Plan
• “Heavy-lift” vs. “low-lift” task
• Twitter and Facebook are very different
• Some will hit, some will miss, but it’s worth the risk