Social Media - Method Agency · Custom Audiences - An ad targeting option that lets you find people...
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Social Media Building a Digital Ad Campaign that Converts for Bicycle Tourism & Events! Method Agency | MethodAgency.com 11/7/18
Transcript of Social Media - Method Agency · Custom Audiences - An ad targeting option that lets you find people...
Social MediaBuilding a Digital Ad Campaign that Converts for Bicycle Tourism & Events!
Method Agency | MethodAgency.com 11/7/18
Hi, We’re Bekah and Nikki!
Tourism Experience
Goals Today:
✓ Introduction
● Social Media Overview
● How Brands use social media
● Social Media Then and Now
● Finding Your Audience
● Building Your Audience / Influencers
● Social Media Advertising
● Creating… Creative
● Q&A
Download this presentation and follow along: methodagency.com/bikes
2,230,000,000Active Facebook Users
As of end of Q2, 2018 source
1 BillionActive Instagram Users
As of June 2018 source
● 223 Billion Active Facebook users
worldwide
● 204 Million users Facebook in the US
● 72.4% of North America uses Facebook
● 1 Billion Active Instagram users worldwide
● 38% of US women use Instagram
● More than 400 million use Instagram stories
DAILY
● 335 Million worldwide Twitter users
● Facebook Messenger is the 3rd most
popular social networking app
● Pinterest has 58 million monthly users
● Snapchat has 52 million monthly users
Source
As of Oct 2018 source
72.68% of Searches happen on Google
Source
YouTube is the 3rd most visited website on the internet after Google and Facebook!
“Everyone is on Social Media“(even our Grandmas)
-Bekah and Nikki
How BrandsUse Social Media
R E B E K A H
Social Media Campaigns
Social Media Campaigns
Then there are the rest of us...
➢ Over 2,000 reached
➢ 264 Engagements
➢ 16 Shares
➢ Page has 7,000 likes
➢ No Ad or Boost!
Then there are the rest of us...
Animoto
Canva
UnsplashPexels
Ripl
Over
How it used to be...
“JUST EXPAND YOUR REACH!!”
And Then...
IT’S YOUR TURN!
Calculate your
reach
Post 3-5 times per week
Mix of fun, information posts
Use Video
Use Images
Repurpose old content
Set aside a budget for social media
posts (starting at $50/mo)
“Boost” important posts you want
more EYES on.
Find people traveling in and
traveling to your area and serve
them image or video-based ads
Use Event Ads to drive the right
audience to your events
Why even publish organic (non-paid) posts?
Organic Strategy Paid Strategy
FIND YOUR AUDIENCE!
IT’S YOUR TURN!
Think of an event you’re marketing or perhaps a social media profile you want to build and write down your answers to these questions:
➔ What is their age range?
➔ Am I trying to reach a specific gender?
➔ Where are they located?
➔ What are their interests?
➔ What specific attributes to do have?
Take it one step further...➔ Who are the influential people or thought leaders this
person might follow?
Find the right recipe
for you!
Organic vs Paid Media Strategy
Your Audience A Consistent Schedule
Method Agency
Marketing GoalsTimelineThe right audience
Engaging content& copy
Targeted Advertising
Build Your Following
➢ Become a thought leader
➢ Write Consistent Blogs
➢ Create helpful videos or imagery
➢ Send regular, helpful, and SHORT emails
➢ Use Digital Advertising○ Facebook Ads○ Instagram Story Ads○ Twitter Promote○ Google Adwords
➢ Partnerships and Cross-Promotion
➢ Influencers!
“Infl*encer$!”
One influential person sharing content resulted in 31.8% more social shares
Source
Five influential people sharing content almost quadrupled the total number of social shares for an article
Source
IT’S YOUR TURN! Questions?
FACEBOOK ADS?!INSTAGRAM ADS?!
WHAT’S YOUR OBJECTIVE?
FACEBOOK BOOST
FACEBOOK ADVS
Boost: Increase views and engagement on a specific Facebook post - including likes, shares, and comments.
There are eleven specific objectives you can choose from when creating a Facebook Ad. Once you know your goal you can choose which type of Ad will mostly likely perform the best for you.
11 Facebook Objectives
1. Brand Awareness
2. Reach
3. Traffic (Events)
4. Engagement
5. App Installs
6. Video Views
7. Lead Generation
8. Messages
9. Conversions
(Events, tickets)
10 Catalogue Sales
11. Store Visits
IT’S YOUR TURN!
Look at these objectives, write down two ideas for ads for your brand or event using two different objectives
IT’S YOUR TURN! Questions?
WHO’S YOUR AUDIENCE
Lookalike Audience is a way to reach new people who are likely to be interested in your brand because they're similar to your best existing followers.
PSST: Use your email database! You only need 100 emails to start!
Custom Audiences - An ad targeting option that lets you find people who already know your business on Facebook. You can use sources like customer lists, engagement on Facebook or website or app traffic to create Custom Audiences.
PSST: Create an ad audience to reach people who responded to an event on your Page
BUT CAN YOU TRACK IT?
Track it, Baby!
1. Facebook Pixel
2. Tracking Links
(Campaign Builder)
3. Google Analytics
GET CREATIVE!
Including an image with a post on Facebook more than triples the amount of shares that post received, while on Twitter shares more than doubled.
Source
VIDEO! VIDEO! VIDEO!
Facebook’s Slideshow
iMovie
Slid.ly
Biteable
Shakr
Spark
Pixaloop
VIDEO DIY:
Crello
Pixlr
Canva
Adobe Spark
Fotor
Ripl
Snappa
Graphics DIY:
Boomerang
A Design Kit
A Color Story
Over
Snapseed
Text Mask
VSCO
Apps DIY:
Lightroom
Unsplash
Videezy
Pexels
Videvo
Video Blocks
Hive
FREE Stock Video & Images:
REPURPOSE OLD CONTENT!
2017!
2018!
2018 - Ad!
CREATE GOOD CONTENT!
Before Your EventBrainstorm what makes your event special - how can you capture that in video, image, GIF form, and storytelling?
IT’S YOUR TURN!
Write down a few ideas on content that you would share if you saw your brand post it
IT’S YOUR TURN!
Share your ideas, or favorite info you learned this afternoon!
Extreme Makeover! Social Media Edition
(ok maybe it’s not that extreme)
MOVE THAT BUS!
Suggestions:
● YAY VIDEO!!
● Upload the file TO Facebook, you will earn more views - Facebook “rewards” Pages who keeps users ON Facebook
● Create an ad next year based on this video
● Build out the copy a bit more “Thank you to…” “Who’s coming this year?”
Suggestions:
● YAY VIDEO that’s uploaded to Facebook!
● Create a short version - anything under 1:30 (OR LESS!!) will earn you even more shares and views (and these are great numbers already!)
● Do you have an event hashtag? Use it!
● Tag your partners / sponsors / city Pages in this post.
Suggestions:
● Yay! Asking for Rider created content!
● Posts with Images get more engagement - ALWAYS include an image
● Have you allowed followers to shares images in comments? Sometimes this option is turned off in your Page settings
● What is your event Hashtag?● Where else are you sharing this
info?
Suggestions:
● Asking for feedback is awesome!
● Posts with Images get more engagement - ALWAYS include an image
● Think about using a Google Form, or another easy way to capture feedback from participants - the ride has a Survey Monkey Form - reshare that link as well
● You asked for feedback - respond as the Page or “react” to their comment
OTHER LINKS
➢ Download the Slides and get fun goodies HERE at methodagency.com/bikes
Method Agency | MethodAgency.com 11/7/18
