UHD AMA | Influencing Today's Consumers Through Social Advertising
-
Upload
mmi-agency -
Category
Marketing
-
view
111 -
download
0
Transcript of UHD AMA | Influencing Today's Consumers Through Social Advertising
Influencing Today’s Consumer through Social AdvertisingCAITLIN JEANSONNESocial Media Director at MMI Agency@MMIAgency | @QCait
2
About Caitlin• Cat lady, pop culture junkie,
geek• 10+ years experience in
digital strategy, SEO/SEM, social media
• Follow me @QCait!
3
About MMI Agency
EMPLOYEES80
CLIENTS77
4
About MMI Agency
5
Let’s Chat
• Why Social Ads?• Social Platforms• Campaign Strategy• Trends• Resources
6
Once upon a time….
7
The New Consumer Landscape
8
198 millionactive ad block users around the world
9
Social Media Marketing Spend
Source: Statista
10
Social Platforms
Lower Opportunity for Organic Reach
Higher Opportunity for Organic Reach
Niche Appealing/
Smaller
Broadening Appeal/Larger
11
Ad Types
Driving On-Platform Driving Off-Platform
• Sponsored Content• Posts• Video/Media
• New Fans/Followers• Lead Generation
• Direct Response• Clicks• Conversions
• Product Ads• Lead Generation
Campaign Process
13
Campaign Elements
Goals Audience Budget
Platforms Creative Reporting
14
Goals
Awareness Consideration
Preference/Purchase Retention
• Increase visibility to key new audiences
• Utilize existing customers’ networks to build awareness through social endorsement
• Improve brand perception in consideration set
• Reinforce key brand attributes
• Educate on service offerings
• Drive website traffic and new consumers into the sales funnel
• Purchases and conversions
• Capture direct customer feedback and market insights
• Resolve customer service issues efficiently
• Build brand trust and customer loyalty
15
Audience
Houston Families
Avid Golf Fans
Millennials
Develop personas• Who are they?• What are their
needs? • Where do they
hang out online?• What are their
objections?
16
Audience Targeting• Demographics (age, gender, location)• Relationships (relationship status, family
makeup, parents/children)• Education (school, field of study)• Work (employer, industry, job title)• Home (home type, ownership, composition)• Ethnicity• Life events• Interests• Remarketing & Lookalikes
17
Audience Behavior Targeting
• Purchase behavior• Charitable donations• Banking/investments• Spending methods• Media consumption (TV, Radio)• Travel• Residential profiles• Seasonal
18
Audience Connection Targeting
Why does it work?• Social proof• 83% of people trust
recommendations from people they know
• People tend to behave like their friends
20
Budget
• Facebook minimum is $5/day• 38% of organizations spent >20% of
their total ad budgets on social in 2015
• Things that affect budget:• Audience size• Audience competition• CTA• Relevance score
21
Rule of thumb: The more you’re expecting a user to do, the more you should expect to pay
22
23
Budget
Reserve budget for key cultural moments!
24
Platform(s)
• Where do your users hang out?
• Where does your content make the most sense?
• Where are you already active?
• What platform has targeting options that make sense for you?
25
Creative
+84% improvement
vs.
• Should match the “feel” of the network
• Optimize image size, character count by platform
• Facebook 20% Rule• Ex: Instagram square
images
26
Creative
• Every word counts• Avoid ad fatigue by
swapping out often• Think mobile-first• Test, Test, Test
27
Rule of thumb: Creative should feel as native to the platform as possible.
28
29
Reporting
Awareness Consideration Preference Purchase
• Reach• Views
• Clicks• Content Views• Engagement• Likes/follows
• Likes/follows • Shares• Post-click
engagement• Coupon
downloads• Social listening
• Conversions• Coupon
Redemption• Tracking Tags
2016 Trends
31
Live video• Facebook Live, Instagram Stories,
Periscope, YouTube and Snapchat• Facebook Live video streams are
pushed to the top of fans’ News Feed
• Reporting options vary widely by platform
• Content strategy is key
32
Messaging Apps• Messaging apps provide the benefits of
texting without the extra fees for: international messaging, encryption security, communicating with users on incompatible devices
• Most popular messaging apps:• Kik• WhatsApp• Facebook Messenger
• 36% of smartphone users and almost half of all young adults use at least one messaging app
• Rise of Chat Bots: artificial computer programs built to mimic human conversation and stimulate conversation with a user
33
Influencer Marketing
• 59% of marketers will increase influencer marketing budgets in 2016
• Some brands still treat influencer content as an ad buy
• The rise of microinfluencers• Adhere to all FTC guidelines
#ad
34
Additional Resources• Follow industry resources:
• The Skimm• SmartBrief on Social Business• MarketingLand• Digiday
• Training resources:• Lynda.com• Twitter Flight School• Facebook Blueprint• Google Analytics• Google Adwords
Questions?
Thank you