Wildfire's Social Advertising Webinar
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April 25, 2012 SOCIAL ADVERTISING Part I Everything You Need to Know about Adver6sing on Facebook, LinkedIn, and Twi?er
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Transcript of Wildfire's Social Advertising Webinar
April 25, 2012
SOCIAL ADVERTISING
Part I Everything You Need to Know about Adver6sing on Facebook, LinkedIn,
and Twi?er
AGENDA FOR DISCUSSION
• Network rules and ad types
• What works and doesn’t work
• Sponsored Stories
• Ad types and performance
• Content cycle • Targe6ng best
prac6ces
• Marketplace func6ons • Best prac6ces elici6ng
engagement • Scheduling strategies
Facebook Twi;er LinkedIn
Summary and Q & A
AGENDA FOR DISCUSSION
• Network rules and ad types
• What works and doesn’t work
• Sponsored Stories
• Ad types and performance
• Content cycle • Targe6ng best
prac6ces
• Marketplace func6ons • Best prac6ces elici6ng
engagement • Scheduling strategies
Facebook Twi;er LinkedIn
Summary and Q & A
Why? Brand
TODAY’S SPEAKERS
Tweet freely! We’ll be sending some shirts out for great commentary! Use @wildfireapp and #wfwebinar
Maya Grinberg
Social Media Manager Featured in Huffington Post Social Media Today Social Media Examiner Cornell University @papayamaya
TODAY’S SPEAKERS
Manager, Industry Strategists Worked on PepsiCo ABC7 Microsoft Goodby Silverstein, AKQA @pandapout
Tweet freely! We’ll be sending some shirts out for great commentary! Use @wildfireapp and #wfwebinar
Amanda Andriesz
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
FACEBOOK AD MARKET
• CTR improved by 18% in 2011
• Facebook earned 23% more in ad rates at the end of 2011 compared to Q1
900MM+ acNve users 6 hr 33 mins/ month in U.S.
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
WHAT WE’VE LEARNED
• Stay in network where possible • Social ads perform be?er • Sponsored stories are an
opportunity for unprecedented brand advocacy
• Ads integrated with a complete social media marke6ng plan perform best
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
STAY IN THE NETWORK
• Bounce rate on the site compared to regular ads went up by 41% • Average 6me on site fell by 57% • Cost per click (CPC) campaigns that point internally cost 29% less than
those linking offsite
Users don’t like to leave, and Facebook doesn’t like them to either.
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
SOCIAL ADS PERFORM BETTER
• “People want to discover what other people are doing.”
• Branded messages with social context lead to:
• 68% higher ad recall
• 4x higher likelihood for viewers to purchase
Gokul Rajaram, Facebook 2011
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
BEST PRACTICES FOR FACEBOOK ADS
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
BEST PRACTICES FOR FACEBOOK ADS
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
OTHER BEST PRACTICES
Images and Branding Title Copy Body Copy TargeNng Calls-‐to-‐AcNon All found in the 20 page “Best PracNces for Successful Social Ads” report
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
SPONSORED STORIES ARE BIG
Facebook Sponsored Stories
• 46% higher click through rate (CTR)
• 20% lower cost per click (CPC)
• 18% lower cost per fan (CPF)
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
SPONSORED STORIES IN NEWSFEED
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
SPONSORED STORIES IN NEWSFEED
Facebook Newsfeed Sponsored Stories
• Ads will be marked sponsored • Rate limit= 1 ad/user/day • Only friends or pages already
liked • No way to opt out of seeing ads
or having ac6vity used
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
SPONSORED STORIES IN MOBILE FEED
488+ MM users
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
HOW TO GENERATE ORGANIC WOM
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
STORYTELLER FOR PAGES
SNmulate conversaNons.
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
STORYTELLER FOR PAGES
Create scalable WOM.
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
AFTER THE CLICK:
UlNmate Birthday Coupon Giveaway
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
AFTER THE CLICK:
UlNmate Birthday Coupon Giveaway Ads UlNmate Birthday Coupon Giveaway Landing Page with Custom App
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
WHAT WILL YOUR ENGAGEMENT LEAD TO?
Landing Pages are colossally important
Average engagement is 0.05% CTR
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
TWITTER ADS MARKET
340,000,000 Tweets per day 140,000,000+ acNve users
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
WHAT WE’VE LEARNED
Twi;er
• Less mature ads pla[orm • Freshness of content important • Refresh and re-‐promote new
tweets • High engagement rates, low
conversion outside network
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
ADVERTISING ON TWITTER
Promoted Accounts Promoted Trends
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
ADVERTISING ON TWITTER
Promoted Tweets
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
CAMPAIGN TYPES
Promoted Tweets
Timeline
Search
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
FRESHNESS OF CONTENT
Promoted Tweets
24 hours of content at a Nme
Post new tweet to campaign, deacNvate old one
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
GEOGRAPHY AND ENGAGEMENT
Target tweets/accounts very carefully
Single digit percentage engagement rates
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
WHAT WE’VE LEARNED
150MM acNve members 200 countries
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
WHAT WE’VE LEARNED
• Less mature ads pla[orm • Engagement compara6vely low • All about targe6ng • Brevity is key • Weekly scheduling
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
MARKETPLACE VERSUS PREMIUM
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
MAXIMIZE EFFECTIVENESS OF SMALL ADS
A;racNve 50x50 picture
Includes CTA
Good headline
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
BEST PERFORMERS
• Strong CTA • Link copy and 6tle to “Who” • Images with business professionals
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
BEST PERFORMERS
AcNvity peaks mid-‐week (M-‐W)
Lower average engagement rate, $2/click
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]
WHAT YOU LEARNED
• Average engagements rates vastly different— 0.05% | 1 %+ | 0.025% • Strong Call-‐to-‐Ac6on universally important • Aeer the ad: what is the purpose of your adver6sement? Where do users
go next? • Best prac6ces for copy, imagery, calls-‐to-‐ac6on, and targe6ng
AdverNsing between Facebook, Twi;er, and LinkedIn can be very different
World Leader in Social PromoNons (200,000+) BeauNful and Engaging Facebook Page Management Efficient Social Messaging Advanced AnalyNcs Ads Manager
WHAT IS WILDFIRE
WHAT’S NEXT
• Every webinar a;endee will receive – a link to the recorded presentaNon – a copy of the slides – a complimentary report “Social AdverNsing on Facebook, Twi;er, and LinkedIn: How to Succeed when One Size Doesn’t Fit All” by dialing
1-‐888-‐274-‐0929 ext. 2
Q & A
WILDFIRE INTERACTIVE
wildfireapp.com
facebook.com/wildfireinteracNve
@wildfireapp
+1-‐888-‐274-‐0929
1600 Seaport Blvd Redwood City, CA 94301
WE’RE HIRING!
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