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Advertising & Marketing in Social Media

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Juli Peterson
Juli Peterson

This document provides an overview of advertising and marketing in social media. It begins by explaining how customers initially joined social networks and started sharing opinions, which led brands to recognize the need to engage with customers on social media. It then discusses social media advertising, which focuses on generating traffic and awareness, and social media marketing, which aims to increase visibility and promote sales. Key components for successful social media campaigns are outlined, including understanding channels, setting goals, capturing user data, measuring results, and continually learning.

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ADVERTISING & MARKETING IN SOCIAL MEDIA JULI PETERSON | IDENTITYPR.COM | @juliennecarrots
WHAT WE’LL COVER: o Social media: How businesses got here o Advertising in social media o Marketing in social media o Key components for every campaign o Questions and discussion 2
http://www.flickr.com/photos/jesseshapins/4482198607 STATE OF SOCIAL MEDIA 3
FIRST CAME CUSTOMERS… People joined social network sites and started: o Interacting o Talking about brands and companies o Sharing opinions, interests and experiences o Giving reviews and recommendations 4
BRANDS TOOK NOTICE… o Brands needed to go to where customers are talking. o Ability to learn more about customers and prospects. Through social media, brands and companies: o Connect o Engage o Listen o Learn o Grow their business 5
INTEGRATION OF BUSINESS Now, almost every part of a business touches social media: o Sales o Marketing/Communications o Customer Service o Human Resources o Legal o Investor Relations 6
SOCIAL MEDIA ADVERTISING 7
SOCIAL MEDIA ADVERTISING Social media advertising focuses on paid space on a social networking site. o Ads focus specifically on generating traffic to a site where customers make a purchase or gain awareness about a product or service. 8
TYPES OF SOCIAL MEDIA ADS o Facebook ads, promoted posts and sponsored stories o Twitter sponsored tweets o YouTube commercials o Website ads: pop-ups, banners, user registration, etc. o LinkedIn ads o Paid search engine ads: PPC and top ranks o Blog advertisements and blogger ambassadors o Mobile ads o QR codes 9
EXAMPLE: FACEBOOK ADS DASHBOARD: SAMPLE AD 10
EXAMPLE: FACEBOOK ADS TARGET USERS o Location o Gender o Age o Interests o Likes STATS o Frequency o Reach o Click Through Rate (CTR) o Actions o Clicks 11
SOCIAL MEDIA MARKETING 12
SOCIAL MEDIA MARKETING Social media marketing focuses on increasing website traffic and visibility to promote sales. o Email marketing o Company blogs o Blogger brand advocates o Engaging customers in lifestyle storytelling o Community relations outreach campaigns 13
EXAMPLE: FORD SOCIAL 14
EXAMPLE: FORD SOCIAL BADGES – Graphic badges to display pride in different Ford products OUR STORIES – Tells Ford’s brand and lifestyle stories YOUR STORIES – Customers share their real-life experiences with Ford products YOUR IDEAS – Submit your ideas for products, green technology, safety, convenience, etc. 15
FORD PLACES VALUE ON CUSTOMER INTERACTION 16
DRIVE THROUGH THE NOISE o Your campaigns must stand out above the others. • Simple, engaging and unique. o Understand the channel and how to engage your audience. o Ads and campaigns must drive an action. • Clicks are currency. 17
http://www.flickr.com/photos/95572727@N00/211566219/ CREATE YOUR CAMPAIGN 18
CREATING A CAMPAIGN  Determine goals and time frame.  Define your audience.  Define and allocate resources.  Create simple, engaging ad or campaign.  Provide call to action and destination.  Monitor and tweak if necessary.  Evaluate. 19
KEY COMPONENTS 20
KEY COMPONENTS OF ALL CAMPAIGNS o Understand the channels o Set goals and define related strategy o Capture usable data o Measure results o Listen and learn 21
UNDERSTAND THE CHANNELS o Facebook: Visual and message-based platform • Gain likes and comments o Twitter: Single message platform • Drive news and share content o LinkedIn: Professional networking platform • Professional or educational, recruiting 22
UNDERSTAND THE CHANNELS o Search Engines: Content search platform • People are looking for an answer – make your site be their answer. o Blogs: Message-based platform • Provide valuable/helpful information, tell the brand’s stories, demonstrate thought leadership. o Email Marketing: Message-based platform • Send out requested information and updates to customers/investors/leads. 23
SET GOALS Set MEASURABLE goals that prove VALUE. EXAMPLES OF GOALS: o Drive purchases o Increase visibility or sharing o Growth of following o Connect with more customers o Lead generation o Capture target audience data o Increase positive sentiment 24
CAPTURE DATA To understand your customers and effectiveness, you need to know who they are. o Where did they come from? o Where are they located? o What are their interests? o What are they looking at? o Why are they here? 25
CAPTURE DATA o HOW TO CAPTURE DATA? o Email forms o Google Analytics o Social platform advertising o Third-party management and analytic platforms • HootSuite • TweetDeck • SproutSocial 26
DATA: GOOGLE ANALYTICS 27
DATA: GOOGLE ANALYTICS (MOBILE TRAFFIC) 28
DATA: SYSOMOS (TWITTER) 29
DATA: AUDIENCE & PRODUCT MENTIONS 30
DATA: MESSAGES & KEYWORDS 31
MEASURING SUCCESS WHAT DOES SUCCESS LOOK LIKE? o Conversions (sales and revenue) o Increased site traffic and more pageviews o More customer engagement with brand and/or peers o Increase in positive conversation online 32
LEARNING NEVER STOPS o Social media is constantly evolving and changing every day. o Listening is critical: What do your customers want? o As your following grows, you will see what they like and don’t like through their interaction. o No two days or situations are the same. 33
QUESTIONS & DISCUSSION
PHOTO CREDITS o ºÝºÝߣ 3 – Social media landscape, Buddy Media: http://www.businessinsider.com/social-media-marketing-landscape- complicated-2012-5 o ºÝºÝߣ 7 – Advertising: http://www.gabrielworks.com/services/internet- advertising/ o ºÝºÝߣ 12 – Marketing: http://www.seevirtualrealestate.com/marketing/customer-reviews/ o ºÝºÝߣ 18 – Building blocks: http://www.emmawaltonhamilton.com/the- building-blocks-of-plot-or-dramatic-arc/ o ºÝºÝߣ 20 – Keys: http://www.locksmiths-phoenix.com/Locksmith_Service.html 35
JULI PETERSON EMAIL: JPETERSON@IDENTITYPR.COM WEBSITE: IDENTITYPR.COM TWITTER: @JULIENNECARROTS

More Related Content

Advertising & Marketing in Social Media

  • 1. ADVERTISING & MARKETING IN SOCIAL MEDIA JULI PETERSON | IDENTITYPR.COM | @juliennecarrots
  • 2. WHAT WE’LL COVER: o Social media: How businesses got here o Advertising in social media o Marketing in social media o Key components for every campaign o Questions and discussion 2
  • 4. FIRST CAME CUSTOMERS… People joined social network sites and started: o Interacting o Talking about brands and companies o Sharing opinions, interests and experiences o Giving reviews and recommendations 4
  • 5. BRANDS TOOK NOTICE… o Brands needed to go to where customers are talking. o Ability to learn more about customers and prospects. Through social media, brands and companies: o Connect o Engage o Listen o Learn o Grow their business 5
  • 6. INTEGRATION OF BUSINESS Now, almost every part of a business touches social media: o Sales o Marketing/Communications o Customer Service o Human Resources o Legal o Investor Relations 6
  • 8. SOCIAL MEDIA ADVERTISING Social media advertising focuses on paid space on a social networking site. o Ads focus specifically on generating traffic to a site where customers make a purchase or gain awareness about a product or service. 8
  • 9. TYPES OF SOCIAL MEDIA ADS o Facebook ads, promoted posts and sponsored stories o Twitter sponsored tweets o YouTube commercials o Website ads: pop-ups, banners, user registration, etc. o LinkedIn ads o Paid search engine ads: PPC and top ranks o Blog advertisements and blogger ambassadors o Mobile ads o QR codes 9
  • 11. EXAMPLE: FACEBOOK ADS TARGET USERS o Location o Gender o Age o Interests o Likes STATS o Frequency o Reach o Click Through Rate (CTR) o Actions o Clicks 11
  • 13. SOCIAL MEDIA MARKETING Social media marketing focuses on increasing website traffic and visibility to promote sales. o Email marketing o Company blogs o Blogger brand advocates o Engaging customers in lifestyle storytelling o Community relations outreach campaigns 13
  • 15. EXAMPLE: FORD SOCIAL BADGES – Graphic badges to display pride in different Ford products OUR STORIES – Tells Ford’s brand and lifestyle stories YOUR STORIES – Customers share their real-life experiences with Ford products YOUR IDEAS – Submit your ideas for products, green technology, safety, convenience, etc. 15
  • 16. FORD PLACES VALUE ON CUSTOMER INTERACTION 16
  • 17. DRIVE THROUGH THE NOISE o Your campaigns must stand out above the others. • Simple, engaging and unique. o Understand the channel and how to engage your audience. o Ads and campaigns must drive an action. • Clicks are currency. 17
  • 19. CREATING A CAMPAIGN  Determine goals and time frame.  Define your audience.  Define and allocate resources.  Create simple, engaging ad or campaign.  Provide call to action and destination.  Monitor and tweak if necessary.  Evaluate. 19
  • 21. KEY COMPONENTS OF ALL CAMPAIGNS o Understand the channels o Set goals and define related strategy o Capture usable data o Measure results o Listen and learn 21
  • 22. UNDERSTAND THE CHANNELS o Facebook: Visual and message-based platform • Gain likes and comments o Twitter: Single message platform • Drive news and share content o LinkedIn: Professional networking platform • Professional or educational, recruiting 22
  • 23. UNDERSTAND THE CHANNELS o Search Engines: Content search platform • People are looking for an answer – make your site be their answer. o Blogs: Message-based platform • Provide valuable/helpful information, tell the brand’s stories, demonstrate thought leadership. o Email Marketing: Message-based platform • Send out requested information and updates to customers/investors/leads. 23
  • 24. SET GOALS Set MEASURABLE goals that prove VALUE. EXAMPLES OF GOALS: o Drive purchases o Increase visibility or sharing o Growth of following o Connect with more customers o Lead generation o Capture target audience data o Increase positive sentiment 24
  • 25. CAPTURE DATA To understand your customers and effectiveness, you need to know who they are. o Where did they come from? o Where are they located? o What are their interests? o What are they looking at? o Why are they here? 25
  • 26. CAPTURE DATA o HOW TO CAPTURE DATA? o Email forms o Google Analytics o Social platform advertising o Third-party management and analytic platforms • HootSuite • TweetDeck • SproutSocial 26
  • 30. DATA: AUDIENCE & PRODUCT MENTIONS 30
  • 31. DATA: MESSAGES & KEYWORDS 31
  • 32. MEASURING SUCCESS WHAT DOES SUCCESS LOOK LIKE? o Conversions (sales and revenue) o Increased site traffic and more pageviews o More customer engagement with brand and/or peers o Increase in positive conversation online 32
  • 33. LEARNING NEVER STOPS o Social media is constantly evolving and changing every day. o Listening is critical: What do your customers want? o As your following grows, you will see what they like and don’t like through their interaction. o No two days or situations are the same. 33
  • 35. PHOTO CREDITS o ºÝºÝߣ 3 – Social media landscape, Buddy Media: http://www.businessinsider.com/social-media-marketing-landscape- complicated-2012-5 o ºÝºÝߣ 7 – Advertising: http://www.gabrielworks.com/services/internet- advertising/ o ºÝºÝߣ 12 – Marketing: http://www.seevirtualrealestate.com/marketing/customer-reviews/ o ºÝºÝߣ 18 – Building blocks: http://www.emmawaltonhamilton.com/the- building-blocks-of-plot-or-dramatic-arc/ o ºÝºÝߣ 20 – Keys: http://www.locksmiths-phoenix.com/Locksmith_Service.html 35
  • 36. JULI PETERSON EMAIL: JPETERSON@IDENTITYPR.COM WEBSITE: IDENTITYPR.COM TWITTER: @JULIENNECARROTS