Take Your Social Media Campaigns to the Next Level

Let’s face it, social media has become a pay-to-play strategy. As companies like Facebook, Twitter and LinkedIn seek revenue the social media marketing game has changed. Strategies that were once organic campaigns have transitioned into paid media. The good news, paid social campaigns are extremely effective in reaching your target audience and driving them toward conversion.

It’s never been more important to include paid social media as part of your digital marketing strategies. Nearly every demographic spends countless hours on social media every week. If you’re not advertising on social you’re seriously missing out.

Our Webinar teaches you how to enhance your social media campaigns with paid advertising. Better yet, social media advertising is inexpensive and highly targeted.



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Hi I’m Taylor Pettis and welcome to today's webinar. Today we’re talking about social media with Carie Otto. A couple of quick items before we start today, we are recording today's session and everyone will be emailed a copy of the presentation after the event.  We also encourage you, the audience to help make this interactive, so please feel free to chime in with questions and comments during presentation. I’ll do my best to help Carie answer them as we go. Now to today's topic social media. Facebook Twitter and other social platforms have been around for roughly 10 years now - it's hard it's been that long, but they have. Marketers love them because consumers of nearly every demographic spent countless hours on social media every week… Even my mom is on Facebook and she likes almost all of my posts, which is great. What has changed? These dorm room startups are now public companies in many cases, and what was once an organic strategy is now a pay-to-play platform. The good news is that paid social campaigns are extremely effective in reaching your target audiences and driving them towards conversion. If you’re not advertising on social, you’re seriously missing out. We’ll learn more about this from Carie Otto. Carie is all things awesome when it comes to paid media. She leads the strategy, planning, and implementation for paid media campaigns at Three Deep. I'm really looking forward to learning from her today and hope you enjoy the session as well.

Carie: (slide 2)
Great. Thanks, Taylor. As Taylor mentioned, I am Carie Otto and I lead the paid media and optimization team here at Three Deep. I’ve got a couple of certifications to backup some of the things we’ve been doing from a skills basis.

What are you guys doing here today? Hopefully you’re all here to see how social media might impact your business in 2016 and beyond. In particular, how paid social media might impact your business this year and into the future.

Carie: (slide 3)
So, just really quickly we’re going to cover some trends talk about content and how important that is that is, and talk about targeting and ad options across the social networks and then dive into a quick case study from one of our clients here at Three Deep. Then will leave a little bit of time for any questions at the end.

Carie: (slide 4)
To get started, let's look at a couple of trends. We'd be remiss not to start with Facebook, one of the largest networks for social media across the U.S. and worldwide. We’ve been hearing basically how it died years ago, right? But, for some reason it just refuses to give up, it continues to stick around and continue to be a major consideration for marketers from both an organic and paid standpoint for years to come.

Carie: (slide 5)
This chart you're looking at here is from TechCrunch, a fairly recent article at TechCrunch just talking about who uses Facebook and how active they. They’ve got about 1.6 billion people on Facebook who are considered active users, meaning they’re logging in at least once in the last 30 days. Of those people who are part of the active Facebook community, there's more than 1 billion people logging into Facebook every single day! Of those1 billion people that are logging in, they’re spending about 20 minutes on Facebook. This is really captive audience within Facebook where marketers can deliver messages and have conversations with their target audience on an ongoing basis day-after-day. As you know, Facebook has also acquired a few other social media tools. Notably, and recently Instagram, which also gives marketers a different way to communicate with their audience and other tools like WhatsApp and Messenger. It's expected that I'll be about 170 million U.S. users on Facebook by 2018. It’s used by both the young and the old. Taylor mentioned his mom is on Facebook, so we got an older generation coming into Facebook is actually the fastest growth segment within Facebook. Actually almost 90% of high school seniors still say they use Facebook all the time! So, we've got high school seniors, one-third of senior citizens on the media tool, so it is really standing a large age gap.

Carie: (slide 6)
Where are these people on Facebook? We talked about over 1 billion people using Facebook. A lot of them are in the U.S. and Canada. The large notable segment at the bottom of the bar graphs here. Also Europe and Asia, have pretty large growth within Facebook over the past number of quarters. Where’s all of the advertising revenue coming from? So there's a little bit of a flip-flop here, so even though we don't have the most users on Facebook in the U.S. and Canada, it is where a large percentage of the revenue at from the ad side of the Facebook platform is coming form.  It accumulated about $4.3 billion in ad revenue just in one quarter. If you look back to Q3 of 2015 and and haven't seen a chart for Q4 2015 yet, but I'm sure increased because holiday spending typically influences that final quarter of the year pretty heavily for ad networks.

Carie: (slide 7)
So, all of us marketers are giving Mark Zuckerberg quite a bit of money. We did throughout 2015 and because of the growth in Facebook I can’t imagine that this will change in 2016. What this tells us as marketers though, these numbers are gigantic, but what it means is that lots of other advertisers are finding value in running advertisements on Facebook… and they all can’t be wrong. Advertisers are replacing billions of dollars’ worth of trust in Facebook to deliver their message to the right people, the right time, every single quarter. So it must have something going for it that's going well, so we'll talk more about what that might be in the next few slides here.

Carie: (slide 8)
One final note as we talk about Facebook and really all social platforms… mobile is not going anywhere. As 2015 finally proved to be the year where more mobile searches were happening on mobile devices and computers. Facebook users are also become increasingly active on their mobile devices. Here are Three Deep, we’ve actually run campaigns where more than 90% of the traffic and the campaign was driven mobile device. As your creating strategies, creating content for social media make sure that you're focusing on mobile device users first, and then scaling up to desktop on-site imagery and ad copy from there. But, definitely meeting with the mobile strategy is going to be advantageous on social platforms.

Carie: (slide 9)
A lot of social advertisers consider Facebook and of the premier, the go to business to consumer social media platform by one of business-to-business companies? They have an opportunity to use LinkedIn, the longest standing professional social networking tool. It continues to accumulate more and more members quarter-over-quarter like this chart from CNBC is showing us the earnings for LinkedIn and particularly in this quarter focusing on the membership within LinkedIn. Again on a lot of these platforms like Facebook and LinkedIn have been around for years and we know that there tends to be entrance in early exit of the mutual that are introduced into the social networking industry. But this is one where professionals are continuing to spend their time. A lot of people at LinkedIn have free accounts, about 80% of people have free accounts just something to consider from a marketer’s perspective. How much time are people spending within LinkedIn? About 40% of LinkedIn members are spending less than two hours a week in the site or application, but over 50% of LinkedIn member’s other active members are spending more than three hours a week in the tool. Again, this doesn't quite map to you know 20 minutes per day, per user like Facebook is seeing across a larger number of users, but if you’ve got a professional audience target going after as a marketer LinkedIn is definitely a professional tool to consider.

Carie: (slide 10)
LinkedIn definitely takes a content focus. Even if you look at what LinkedIn considers to be it's four cornerstones of how people interact with the tool and how they advise marketers to spend their time with on LinkedIn, from a business perspective. It's really beyond sharing content. LinkedIn and to benefit from users being engaged within their application and they’re going to encourage marketers to post content in a variety of different formats. One of the Slide Share, again like Facebook acquired Instagram, Slide Share became part of LinkedIn a couple of years ago. LinkedIn is recommending to marketers to make the most of their business -  upload content via Slide Share. It’s a great way to share information with your target audience and really establish some thought leadership. Another way to do that is by building a company profile just making sure you got information about who you are and how you can help people who would be interested in your business. Help them get the information they need right there. We know when people are engaged in social networking applications, they're not super likely to leave to go to the website to learn more. One way to do that, is really to embrace and create content where people can engage right within something like LinkedIn. Lastly you can sponsor updates with LinkedIn. We’ll talk a little bit about the ad format and how you can get in front of your audience using sponsored updates. If your company is already talking and communicating with people on LinkedIn, there’s a great way to amplify the reach of that message using advertising side of the tool.

Some of the longer form content based on publishing within LinkedIn. If you’re spending a little bit of time each week creating blog like content, posting at LinkedIn, it’s going to help your brand establish leadership within your industry as well. LinkedIn continues to earn quite a bit of money from their advertising platform. About 643 million on one year ago doesn't quite rival the dollars we been seeing on Facebook. But, LinkedIn CFO is saying that you continue to focus on sponsored content, which is to grow their revenue in the short-term and long-term.

Carie: (slide 11)
We talked about blog like content on LinkedIn, well move into the microblogging preferred platform here twitter. Definitely the most popular short blogging website with about 300 million monthly active users. That means they’re logging into their account at least once per month. This information is based on some research done by the Pew Research organization. People are sending lots of tweets. As we see the penetration of this tool in the U.S. about 20% of women in the U.S. have a twitter accounts. And about a quarter of men in the U.S. have a twitter account as well. About 10% of older Americans are using twitter, which is quicker growing age group particularly looking to follow important figures and get information from various sources on twitter. As we discussed mobile not going anywhere, of course when in social media. A lot of Twitter users are on their mobile devices. Based on the information I provided so far, I bet it’s probably clear that we’re going to spend the majority of our time on Facebook and LinkedIn. That is definitely where we’re going to put our focus.

Carie: (slide 12)
Before we dive into how to advertise the messages you're creating for Facebook, LinkedIn and Twitter… We first talk about how content really is King. Or Queen, that is an ongoing debate we have at Three Deep. Without having a strategy to anchor to, social media advertising will all be for not.

Carie: (slide 13)
Having a content strategy is really simple, right? There's about 1 million definitions of what content strategy is across the Internet. You Google it and you'll be amazed at how many different definitions you can find. Let’s just anchor on one, since our core focus today isn't about strategy, but we’d be remised not talk about it.

Carie: (slide 14)
Content Strategy is really in a guide the planning for the creation delivering governments a usable useful content. That’s from Christina Halverson, she is the founder of brain traffic also here in the Twin Cities just like Three Deep.

If we anchor to this as the strategies that you give us some guardrails and guidelines for what sort of content we want to create, why we want to create it. What is the message you want delivered to our audience in the upcoming quarter or year? How are we going to do that? We have to say no to some things and having a content strategy allows you to focus on what's most important and say no to the things that fall outside of the scope or the target information you want to deliver in the upcoming time period.

Carie: (slide 15)
Content Marketing is what more and more marketers are drawn to. Content Marketing, again so many different definitions floating around out there. Different people defining it in completely different ways. How is it the same as, or different from content strategy? Where do they overlap? Where do they not overlap?

Carie: (slide 16)
Let’s just anchor on one definition. Joe Pulizzi is founder of the Content Marketing Institute, says content marketing create valuable, compelling relevant content to build an audience over time in order to see profitable customer action. This is really where social media marketing, or advertising comes up. If we come up with some really great things to focus on in our content strategy, we need to come up with a way to say and not consistent concise manner to our audience. Content marketing can help us really really drive that message to more and more of our audience. Profitable is also subjective it doesn't have to mean dollars it could be creating more brand advocates through social media whatever it is I'm content marketing is to help us deliver our content strategy.

Carie: (slide 17)
Of course more and more marketers are drawn to content marketing, because strategy is boring. It's hard to see it in action, so content marketing is particularly hot. Why is that?

Carie: (slide 18)
If you spent a lot of time developing good quality content that your audience actually cares about, but no one is there to hear it… What good is it anyways? Right? So, in a recent post from Contently, content experts recommended placing at least 20% of your content budget into marketing. That way you can make sure the content that you created with a great strategy in place, can actually be seen and found by your target audience. Now we’re going to talk about how to amplify that content via the social media advertising platforms.

Carie: (slide 19)
Not all targets are equal. Let’s talk about the different targeting options on the social networks that we have mentioned so far. There's a lot of basic targeting options on Facebook and Instagram. Anytime you're creating ads, or amplifying promoting your post via Facebook, you can actually create ads that will run into Instagram as well very seamlessly. Just pick up as a desired placement, and your ad can run across Facebook and Instagram all within one platform. It’s a great timesaver and helps to reach more and more of your audience.

Carie: (slide 20)
How can we target people on Facebook and Instagram? We can target people who are followers, target by geography, other demographics people have entered into their profiles. We target people based interest that they have, based on interests are defined by pages people like, brands that consumers are interacting with… We can target people with behavioral characteristics meaning they have specific purchase behaviors, or non-purchased behaviors, purchase intent. And Facebook also provides data from a lot of third-party sources, so we can also layer in some additional characteristics of our target audience.

Let's take an example. Let's say we want to sell a product that is in the baby industry. We want to market this product to women who are likely to be purchasing it for their children. We would target people on a few demographic characteristics. We want target women maybe who live in a certain demographic, or in a certain geographic region. If we need to drive into the store… and we want them to be in a certain age range that signaled their likely to have the moms of younger children. They may have interest of parenting meaning they’re liking other pages mommy’s timeout, scary mommies, the mother pages on Facebook that indicate you are interested in learning more about being a good parent. We can layer in some information about what products they may have purchased overtime. Let’s see how this starts to filter down as we look at the Facebook targeting platform. First, we select our demographic features, right? As we define we were targeting women, in this age range, in this geographic location… about 700,000 women would fall into your target audience segment. We want to get a little bit more specific than that. We want to make sure targeting of moms with kids. So, we layer in that interest-based targeting. People who are interested in parenting and we say if they’re interested, or if they have purchased behavior and baby products. Now we got a potential reach of about a quarter of 1 million women who are falling into this target audience segment. Lastly, we can layer in and say, with this particular product that were promoting people should really be making about 40K per year on from household income perspective in order to afford this product. We can layer in this third-party data and say make sure these people also have the income ranges. Now we’ve narrowed our target audience down to about hundred thousand people.

We have some pretty sophisticated targeting techniques within Facebook. You have all heard that half of advertising dollars are wasted and you don't know which half right? Actually, not so true in the digital world, because with digital you can measure everything that works, everything that doesn't work as well. You can start by targeting small like we did here. You don't have to be like the major truck companies, splashing your ads all over football games because all men who watch football must like trucks. That’s an advertising approach is a far cry from the specific detailed targeting capabilities in the paid social universe… and you can continually measure and adjust and optimize your campaigns once you've gotten them into market. You can actually realize some pretty significant savings by running these micro-targeted campaigns across social networks.

As you define your audience, Facebook going to come back and say, this audience segment has there's other brands competing for these targets as well. Based on that is a recommended cost per click you might be you might need to be willing to spend in order to get your ad to reach this target audience. It’s all based on an auction system depending upon how coveted the audience segment is. Facebook will give you a range and then you can set that yourself.

Carie: (slide 21)
That the basic targeting options available on Facebook. Let’s talk a little bit of the advanced targeting options on the platform as well. One of the really cool things you can do here, you can use your customer database to reach your best consumer across social media. People who purchased from you and given their email address in the process, we actually upload that into Facebook or people who have requested information, downloaded a brochure… now we want them to get our message in front of them again. We can upload a custom audience, so what we can do is upload a list of emails to call the customer list and see how many of our customers actually market to on Facebook as well. This is all done through a data hashing process within the Facebook advertising platform. What we do, is we take our consumer database list, it can be your whole list or a section of it, depending on what you want to advertise and to whom. Facebook can basically, anonymize the data and say based on the hundred thousand names you gave me from your customer list, I was able to find 50,000 of them within Facebook. They are doing this by email address matching number one… There are a few other ways you can do this by phone number and other methodologies if you have additional information as well. Facebook will then say email address that you uploaded is associated to this person's profile within Facebook. Now, we got a certain match rate that’s going to allow us to place our advertisement in front of our best customers who have already given us their email address. Now we’re talking to them across channel. We can talk to them via email and we can also make sure they get that message in other on ways as well.

There's one more thing Facebook can do with custom audience uploaded list. That’s create look like audiences, so once you upload your database and Facebook says it's really interesting within your database a lot of people are in the age group 45 to 55 and it looks like they like hunting and fishing. Facebook can start to do some of that major data analysis and create look-alike audiences based on demographic, geographic, interest-based characteristics of your custom audience list and find more people across their system that look exactly like your current consumers or your current database list. This is a pretty powerful targeting platform, it takes the guesswork out of you trying to define what people might be interested in, and let Facebook do some of that work. You can also do some of this targeting by now placing Facebook pixel on your website and re-marketing to people within the Facebook platform. You’ve probably heard about that across different platforms like Google display network. There's a lot of advanced targeting features within Facebook.

Carie: (slide 22)
Let’s talk a little bit about the targeting options on LinkedIn. Again we’re to be using LinkedIn more for reaching consumers to have business-to-business like objectives and intent. We can target people a lot of the same way they can on Facebook with a few differences. The demographic features are still going to be there. We can target people, by gender, by age, by geographic region in which they indicated they belonged to create a profile. Then we have some more company specific, job specific, ways that we can reach people. We can target people in specific industry and company sizes. We can actually target specific companies if we want to reach people at Target or Best Buy or General Mills… You can actually type and the company specifically and make sure that our ads show only to those people at those specific companies. Or we can go a little more broad… Then we can target people based on their job, whether that be in the job function that they have. Maybe what department they reside in within an organization. The level of their job, so whether they’re a manager, director, Chief Executive Officer or maybe an entry-level position. There’s a number of other ways we can refine our targeting on LinkedIn, and that is… as I indicated skillset that people say that they have. We can target people based on where they graduated from, what degree they have, a number of other factors as well.

What does it look like in action? Again were kind of filtering the entire LinkedIn universe. We’re saying, okay if I want to reach people 25+ in the greater Minneapolis-St. Paul area. I want them to be in specific industries, maybe my business is most interested in working with people in a set of specific industries. As a company we may have a target we want the companies to work with to be at least 500 employees or more… we want them to be at least be a small midsize company. Then we can refine that a little bit more, and say the buyer who can actually make a decision about what our company has to offer, is probably manager direct manager or director level or above and then we can say all you know we actually need desire to have some knowledge of marketing in order to be interested in the product or service that we have to offer. You can see how that target audience number changed as I applied those different filters… and because of all of these filters I've applied to being in universe and about 6000 people I could talk to on LinkedIn that really fit that target demographic and looking for. Again LinkedIn is going to determine our recommended cost per click bid for your audience. LinkedIn does have a minimum cost for entry into their auction to get ads in front of people on their tool. It's a three-dollar minimum cost per click bid, which seems a little bit steep… but you have to remember in some of these industries where companies might be interested in using a tool like LinkedIn, they may be spending a lot more than 3 to 5 to 7 dollars on clicks across different networks like the search network. Some software companies may be willing to spend 20 dollars on each click on Google. Whereas in LinkedIn they may be able to generate those clicks that 5 or 7 dollars. It’s all relative, the cost on LinkedIn or to be quite a bit higher than what you would see on a tool like Facebook or twitter.

Carie: (slide 23)
You target people on twitter using a lot of the same ways we’ve already mentioned, so I’ll kind of breeze through this. We can target followers of your twitter profile, or other competitive brands. You can target people by device, behavior, people on twitter based on keywords that have recently tweeted about. We can layer that with geography language gender and interests. So, we're running some sort of a campaign around something March Madness related target audience might look like the following, right? We might want to target men located in the United States, whose behavior is online indicate that there probably sports fans… They’ve identified some interest in basketball and they may have recently tweeted about things like March Madness, their NCAA bracket, college basketball - these sorts of things. Twitter we first put in just where somebody is located in the United States, the gender is male, we got a large audience. But as we start to kind of layer in some of those additional targeting features like the behavioral interest keyword behavior, we've reduced our target audience size to 69 million people we could reach. So this is a pretty broad target audience compared to the 6,000 we say on LinkedIn specifically. If we are trying to reach all men on Twitter who are potentially interested in this NCAA Tournament based on related product that were offering on this might be an appropriate time to reach a slightly larger audience. Just like the other platforms we talked about twitter is going to generate cost per click recommended bid based on this audience, and how competitive it is on the twitter platform to reach these different users. On twitter you can also target people based on tailored audiences, which is very similar to the custom audience upload on Facebook. The match rate is slightly lower on twitter meaning that less of your consumers are probably going to be on Twitter in a very by industry. Again all this is done through data hashing and matching a process like we discussed earlier.

Carie: (slide 24)
You are going to pay to reach your target audience, there's no doubt about it. Here are some experienced average cost per click for campaign that we have run here at Three Deep. Just gathering some additional info from industry trends in the marketplace. On Facebook you could experience cost per clicks much less than one dollar, and very seldom much farther than a dollar on the high-end. Whereas LinkedIn is to be much more in that 5 to 7-dollar range, and twitter about a dollar to two dollars depending upon your audience. You have to consider your audience figure out how much of the cost to reach them, it's free to and enter into the tool and use targeting features you can get a good feel for how much it might cost to reach your target audience on these different platforms. It can still represent a steep discount research networks like we discussed when we are talking about LinkedIn, right? On cost per click on the search network are 5, 6 or 7 dollars and you can reach that same user user on social media for a dollar or two… potentially you want to make sure you're maximizing the media spend in the right channels. You can think about using remarketing across Facebook, so you pay 5 dollars on the search network to get somebody into your website, you tagged that person so now you can remarket to them on Facebook and only spend a dollar to get them back into website, instead of spending 5 dollars every single time you attract that person through the search network. So, there's quite a few ways you can use this in combination with other media vehicles, like search advertising or whatever else you may be employing in your company.

Carie: (slide 25)
We talked a little bit about targeting features across the social media networks. Now we’re going to talk more about the ad type you can run across them.

Carie: (slide 26)
So, Facebook clearly offers desktop and mobile variations in their ad formats. We can promote our post, which is as a brand when you are already creating content and distributing it to your social network. We can basically put some ad dollars behind that, define who are target audiences that we want to see that. Maybe our fan-base or maybe it’s beyond our fan-base and some additional people that meet our targeting criteria. We can easily promote our posts both on mobile and desktop devices. Or we can run some additional ads that may drive people through to our website, or someplace where they can actually take action… whether that’s the purchase a form, or fill out or some other desired action on our websites. You can see on the standard and format is going to allow us to be image centric. We want to make sure we have a nice large image with no more than 20% text embedded in the image. We’ve got plenty of opportunity to add in some text above the image and below the image to encourage people to take some action. Facebook going to build in the like icon at the top of our ad, even though we may not be running page like ad. It's just a built-in feature of the ads on Facebook. Now we got a call to action button, and we can actually modify what we want to call to action button to say at the bottom of our ad, as well as social sharing opportunities, so that as many users are seeing our advertisement they can. Now they can share it with their networks easily by pushing the share button.

The carousel ad where users can scroll side-to-side and the different imagery in different messaging that you programmed and from the marketing side of things people self select what they're most interested in and under each image is actually click through into different subsections of your website, product pages, whatever it might be… It’s a great way to highlight a little bit more about your business and products that you offer. There is also video advertising format another great interactive advertising format where you can upload short ads. These can be commercial like, testimonial like, informative… Really, it’s worth testing lots of different video types, and just see how users on Facebook are engaging with your video. This particular video ad would be a right side column on a desktop. You can run video on mobile devices as well. We’ve got a link here to the business guide where you can see all the different options for Facebook ad formats.

Carie: (slide 27)
Now we’re talking about Instagram. These ad formats at the surface or to look very similar to one another, but that’s just the standard photo ad ranges highlighting one image about your business with a little text below it. People can either like, comment, or learn more about that, easily within the ad placement. There is a little sponsored indicator up in the top right corner.

The second format for the Instagram format is the video ad. Where again show movement in your image it can draw the user’s eye more to your ad than just the standard images they may be used to seeing on your Instagram feed. You can create a carousel on Instagram, just like we talked about on Facebook where users can scroll to find out more about a product.

Carie: (slide 28)
If you remember that target audience, we defined for Facebook when we were looking at targeting a mother who was interested in parenting and potentially baby products. Well, if you got a diaper cream to advertise, why not try it on Instagram, right? It’s a low cost per click. We can create an ad that has quite a bit of visual interest with the upside down baby and as we scroll from right to left, we can actually tell a bit more of our story. You can see that there's different products we offer, cute babies that and engage our eyes especially as parents. And then, with each of these visuals there is a call to action to learn more about that product.

Carie: (slide 29)
Overall, these interactive ad formats for users can scroll or engage with the video, seem to be well worth it from our experience. For one of our clients, this past fall we ran two different formats for the same promotional campaign. One was a standard website ad format where users would see a static image, have the opportunity to click through and get a coupon for sale of this product. We introduce the carousel ad format where users can scroll side-to-side and hopefully find the different boot that meets their needs or identify with the product that you purchased in the past... and may need to repurchase, right? So users can scroll and see up to 5 different product images and carousel ad format. What does this mean for the company's campaign?

Well those carousel ads you saw on the right actually drove 2 to 3 times higher click through rate, depending upon the target segments. We're essentially able to drive more clicks for the same exposure. And on a scale, Facebook offers relevant scores essentially very similar to the quality score will talk a little more about it later, but we were able to increase the relevance score here on a scale of 1 to 10 about three points which is a significant increase in relevance score Facebook at campaign.

Carie: (slide 30)
LinkedIn, there is a couple of core ad format on LinkedIn. One of them is a sponsored update area which will appear in your newsfeed. If you've never paid attention to these before they're typically the second or third post in your LinkedIn feed. There is always a little sponsored all under whatever the business name is that is linked to that profile. There are a lot of built-in features again on this ad, where you’re essentially sponsoring your content by paying a little bit of money to get exposure to your target audience here… There’s going to be a follow option just like in the Facebook ad at the top right of the ad format. It’s an opportunity for you to engage with that ad and socially share it across your LinkedIn network, or comment or actually click through on the ad or the link associated with the ad that drives to a website… Or wherever the ad is directing you.

There's also add that run across the right hand side when you're looking at somebody's profile, or looking at job listings. Wherever you may be browsing within LinkedIn, you can see these small text-based ads with a very small image alongside of them. These are going to generate very little clicks, the small ads that run on the side. Buy you really have to think about what the rate format for the message you need to promote, and how often are you posting, who would manage the content creation for the ad post, if you want to sponsor those. It’s just an assessment of what kind of content do you have, we know that this ad appearing in the news feed have a much higher click through rate for your business. Again you're only paying if somebody on your ad, so is awareness is a goal, the small right side ads might be just appropriate for your brand.

Just one quick tip on LinkedIn. If you notice your campaign is getting a little stale, one thing that we found to be successful on LinkedIn is to change out your ads very frequently. If you’ve launched an ad and look at your ad performance in the LinkedIn results panel… And you start with the impressions going down and clicked going down it happens every 3 to 5 days on LinkedIn. The best can do is create a copy of one of your ads with slight tweaks and release it, so it looks like a brand-new ad to LinkedIn help you generate some additional impression and click volume again.

Carie: (slide 31)
Twitter is very similar to the other platforms we’ve already talked about. We can run large ads in the twitter feed. These are essentially called card or website card ads. These allow us to put a big image in and include a little bit of information encouraging people to click through and interact with that ad. Just recently and launched into beta video ad formats that can appear in the twitter feed as well. It’s another way to offer a more interactive format for users. You can also promote your brand, you can promote hashtags, and topics that you want to trend on twitter or you can just promote your tweet the party created without adding the card format to it.

Carie: (slide 32)
The advertising platforms are going to give ads quality or relevant scores based on this simple Venn diagram. There's 3 major players in the marketplace on social media. We’ve got the advertisers, the network, and the users. One way to look at it as if you had the advertiser making the network money, you’re going to be rewarded by giving the chance to make them even more money. The cynical way to think about it, but think about it. If your ad is more likely to be engaged with, the social network just like a search engine has a reason to run your ad more often. More clicks on your ad mean more money for them when you're paying by click. It also means that you're going to get more traffic or engagement depending upon your ad or ad type at a discounted rate typically.

If we move away from the advertising the dark side of the Internet view, this diagram really represent the win-win-win situation. That’s because people are served better content or ads their more interested in, advertisers can reach the target audience at a micro target level, and the ads make the network money. Really can be of the trifecta here, really pays off for all parties involved.

Facebook determines that relevance score that we're talking about a scale of 1 to 10. With one advertiser, we were able to drive relevance score from 5 to 7 or 8 on Facebook which drove a 30% reduction in cost per click. That means for the same budget we can drive 30% more traffic into our website and ultimately drive more conversion behavior. Facebook already had a low cost per click, but when you got strong relevance score and created ad that people like to look at… like to interact with, it actually going to help you drive even more business for your media dollars.

Carie: (slide 33)
Now let’s look at a quick case study. We recently ran a campaign for a recipe website.

Carie: (slide 34)
Their primary goal was share some fun fresh contents with people who already liked this Facebook page, and extend that reach into his mother other core target markets. The company had a secondary goal of encouraging the people who are seeing this content organically to extend the reach a little bit more and propel the content into extended networks. And, tertiary goal or goals for this brand were to drive engage website traffic, so even though that the dollars were going into the social platform, they were hoping that the social post would encourage people to click through and come to their website… Also drive in-store purchases of products being featured in these recipes.

Carie: (slide 35)
It all starts with solid content strategy, right? We had to do some editorial work behind-the-scenes for both Facebook and Pinterest. There was a lot of curated content that this brand already had. A lot of recipes that already existed, some boards on Pinterest, meal ideas, and party planning ideas that all works together. Then for the whole month the content strategy and what they were going to say was planned out well in advance. Now, it takes a lot of effort to create the content and we can accelerate the reach of it using paid. Again, you got allocate some of your dollars into working dollars to make sure this content reaches the right audience.

Carie: (slide 36)
And now we’re onto content marketing. What we typically think of mass marketing is just shouting out at our target audience. When we got a good piece of social content, content marketing should not feel like somebody screaming in your ear. It should feel like I’m getting the content because I’m actually interested in it.

Carie: (slide 37)
In this case study, to stay focused, this brand wanted to promote the post that they had scheduled for the month that this campaign was running… to 4 key audience, their current likes meaning people who already like their Facebook page. But we know that Facebook has minimized the organic reach of their content, so only about 5% of people who are liking your page are going to see your post without amplifying us post somehow. Three other segments parents, empty-nesters, and young adults. Once we started promoting these posts to these core audiences, we are able to start to see some results.

Carie: (slide 38)
The percent of the budget expense to reach parents and investors currently in young adults ranged from about 32% down to 10%. There is an imbalance between who we reached how engaged they were with the content. This brand was convinced that parents, the green segment here, were their core target audience. The interesting thing is, the majority of the budget was allocated to parents and empty-nesters, but more of those empty-nesters carried the heavy burden of actually driving additional engagements with this content. So, there's imbalance there between who is really the core target audience, right?

Carie: (slide 39)
Similar results, so from a higher up level, the green bars under the chart here in green is lifetime total on Facebook for this the website recipe page. On Facebook likes grew, they dropped on Facebook cleaned up, started to grow slightly again, but had really plateaued for the previous few months. When the campaign started on December 1, you can really see how the number of of likes for the page grew again. Remember, likes only so important, because they don't always see your content. What's really interesting is that blue spike. That’s the number of engaged users on a daily basis, people who are clicking on, commenting on, sharing your content. As the Facebook campaign was running with some paid dollars, this engagement increased pretty enormously. Then the campaign was turned off, and December 31… likes no longer grow and engagement is essentially flat lining again.

Carie: (slide 40)
Number of people reached, paid and organic perspective during the campaign, daily number of people reached with the paid advertisements was growing, and at the same time or more people were reached organically without needing to spend additional dollars to reach them, and you really can't even see the green line ahead of this promotional timeframe. It’s pretty interesting that as he spends a little bit of money, it compels people to share and interact with your ad and their networks are yet organically as well.

Carie: (slide 41)
I mentioned a little bit about how some of that Facebook content that was being shared during this campaign was pointing towards Pinterest content… Although there were zero dollars and on Pinterest advertising, specifically this Pinterest board in this brand Pinterest profile began to see a lot of attention during the time the ads were running. And what else is interesting, is that clicks to the website from Pinterest to this recipe website grew pretty dramatically during December.

Carie: (slide 42)
So, these ads that were running across Facebook, were driving engagement within Facebook, within Pinterest, and then also driving traffic to the brand’s website, which was one of the tertiary goals.

Carie: (slide 43)
At the business level, this company experienced a huge left engagement across multiple channels. There was a spike in web traffic, so that's positive for the brand generate some additional people on their website, and the content ended up reaching a lot of the target audiences, we saw that the charts there. And there's a bigger learning, right?

Does the core target audience have to be redefined based on what we learned in this campaign? The reality of it is you're probably not going to adjust your target audience every time you run a campaign, but social is a fairly inexpensive platform… So you can test your messages your target audiences, and then take what you learn any social channels and apply it across your website, across your email platforms, across lots different ways you are communicating with your audience.

Carie: (slide 44)
That’s a pretty good look at some of the social network platforms.

Carie: (slide 45)
If you’re using the paid side of them, if you're interested in getting started is always free to explore. The Facebook for business platform, I highly encourage you if you are interested in advertising on Facebook to get the power editor plug-in to chrome, which allows you to create post for the future and launch them at appropriate dates. Then again just the links to LinkedIn and Twitter as well.

Carie: (slide 46)
Here at Three Deep, we’re managing media for our clients across search networks and social networks, and beyond. All of us here are certified and have proven success in this marketplace.

Carie: (slide 47)
I think we just got a few minutes left her for questions.

Yeah, thank you Carie! I’d like to thank you first of all for this presentation, I certainly found it beneficial. I hope everyone on the line did as well. We do have some questions as you have those, just type them in… And while you’re typing I going to take a quick second to make an announcement.

Carie’s team created a paid media toolkit. It's a free resource that comes with the offer for Carie and her team to provide some feedback on your current marketing campaigns. We’ll send that link in the email that we sent out already following the presentation.

So we do have a couple questions, one question that I see right now is related to attribution models. Is it possible to assign credit combining ad platforms?

You can essentially track each time somebody your pages and what messages they been exposed to really define that attribution model as well as using it will like Google analytics allow you to track that person as there being referred into your website and track them across multiple touch points over time. Attribution models are pretty complex and very few companies are able to implement them from A to Z. We’re often using a first click or a last click attribution model, but the more you map out your actual customer purchase path, and to assign on different weight to different techniques and tactics throughout the process advertisers are definitely going to get better and better at it.  So marketing automation tools Google analytics and the best ways to do that.


This next question goes beyond the ad. It’s about getting people to take action from your ad. How to increase the conversion once people who were driven to your website?


We talked a lot about ads driving to your website. That's all well and e-commerce landscape, right? We want to drive people into a page they expect to be taken to. If I'm looking at a particular pair of shoes in your ad, I click on it, I should be to be taken into a page where I can actually purchase that exact shoe. Number one, make sure you have the destination URL or the destination experience in alignment with what user would expect. The second item, I would recommend is definitely considering campaign landing pages. What that allows you to do is create a really specific user experience to the ad type that you were running. If in your Facebook ads you’re going to run a specific offer that is only available to people are seeing your Facebook ad, It’s super beneficial to have a landing experience for people see the exact offer so they can really make that connection. You’ve heard me say relevance too many times today, but it’s really important to be relevant and help people find that they expect. Once you get them into either your website or your landing page want to make sure it’s visually compelling user to follow on the next steps. Clearly layout what you want them to do next once they either on your website or campaign landing page, include a very clear call to action like the user to do and make sure the content provided either webpage or the Landing page encourage the user to take action. It’s just a very quick download on how to increase the conversion and make sure you're measuring and make sure you got the tracking in place to be able to actually track how many users are converting.

A question on advanced targeting. You mentioned how you can upload custom audiences and create ads on Facebook. Is Facebook the only platform for this, or can you do it on others as well. I think you mentioned Twitter has it too. Do you want to share more on that topic?

More and more advertising platforms are allowing you to upload custom audiences and run remarketing ads across them. Facebook, twitter and allow you upload your custom database and really as the fall of 2015 it's a pretty quiet announcement, but Google is now also allowing you to upload your custom audiences reach them through platforms like Gmail add or the Google display networks, so strongly encourage you to look into that as well.

Our last question is about CPC, so I assume they mean cost per click. You mentioned how platforms will suggest a CPC – does bidding above their recommendation increase my ads visibility over my competitors who are bidding at the recommended CPC?

That’s a really good question. When we think about search networks you know there's an auction takes place your placement is really a combination of your bid your quality score. It’s very similar in the social network space. When Facebook, LinkedIn, twitter, give you a recommended cost per click bid, it’s kind of a starting point assuming you have an average quality score. As your quality score dips meaning users aren't interacting with your ad is expected, less people are clicking on your ad at a rate that people are clicking on your competitor’s ads, what that’s going to do is to decrease your quality score, relevance score… whatever the advertising platform calls it, and you may or may not be able to see it on the algorithm. As your quality score drops you’re going to have to pay more. It all goes back to that Venn diagram, Taylor your ad is performing as well as somebody else's, it’s riskier for the ad network to continue to show your ad to your target audience than to insert a competitor’s ad where they’re more likely to be clicked, and the platform gets the revenue for that click. So, even if you bid more sometimes, the advertising platform doesn't always reward you for paying more. You have to really earn it in terms of providing a good experience for your user, so just increasing your bid doesn't necessarily help case. Getting more relevant will be more beneficial.

So quality is more important than price in this case. That’s great to know!

Thank you so much Carie! I really appreciate your time today. I really appreciate you leading this presentation. I know I learned a lot and hope others did too!

Thank you!

Links and Resources

Facebook Ads Guide
Facebook for Business
Power Editor

LinkedIn Ads

Twitter Ads

About the Presenter

Carie Otto is absolutely awesome when it comes to paid media. She leads the strategy, planning and implementation for paid media campaigns at Three Deep. Carie specializes in using AdWords and Bing along with social media platforms to increase lead flow, e-commerce purchase, enrollments and awareness. We think she's great, and we hope you enjoy her paid social media presentation!