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Topic 12-13 Social Media Posts Vs Paid Ad .ppt

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JaySears2

The document compares social media posts versus paid ads on social media. It discusses that social media posts allow for free organic marketing to loyal followers, while paid ads are ideal for new announcements or product launches. Paid ads allow for targeted advertising to specific audiences, while social posts target specific interest groups. Social posts build connections and social presence over time, while paid ads provide instant traffic. The document provides tips for creating effective social media posts and paid ads, including using relevant keywords and pictures, having a clear call to action, and avoiding long blocks of text.

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1 Part 13 Social Media Posts Vs Paid Ads on Social Media
PAID SOCIAL ADS VS SOCIAL GROUP POSTS Free Marketing This is for organic free social marketing, to turn a loyal social follower base into website visitors or to direct them to your own social group. Announcements Paid social ads are ideal when you are planning to make a new announcement or if you are launching a new product/service for your brand. Targeted Targeting a specific audience segment: With optimised paid social ads, you can target a specific group of people based on their demographic or location details. Organic Reach Social posts are not paid for and contain an organic reach. They target a specific social group with a very specific common interest, i.e. a group may be about board game reviewers and not about board games in general. SHORT TERM LONG TERM Social Group Posts Paid Social Ads 2
PAID SOCIAL ADS VS SOCIAL GROUP POSTS Specific Interest Social posts provide a way to target a very specific interest. Brand Awareness Paid social ads create brand awareness. Paid Social Ads Specific Targeting Paid social ads target a specific audience segment, but not necessarily a very specific interest (i.e not within the general common interest). Social Presence Social posts create a social presence and a way for you to contribute to that community. Social Group Posts SHORT TERM LONG TERM Instant Traffic Paid social ads drive instant traffic to your website or product page. Connections Social posts provide a platform to gradually build a following, which in turn becomes much stronger over time than the affect of paid ads. 3
PAID SOCIAL ADS & SOCIAL GROUP POSTS KEYWORDS Use relevant key words and keep it positive. 1-2 in title / 4-8 in main body of text. BE SPECIFIC Ensure your ads/posts are tailored to your audience. RIGHT LENGH Keep your ad / post at the right length. Dont waffle too much and break it down. PICTURE OR NOT Use a relevant picture. Not all group posts warrant a picture though, so choose wisely! 4 Post descriptions between 100 and 250 characters get 60 percent more engagement than ones that are more than 250 characters, according to Facebook. A See More link is produced after 477 characters to reveal the rest of the text. Dos
PAID SOCIAL ADS & SOCIAL GROUP POSTS JARGON / NEGATIVE Avoid jargon and negative words. DONT CONFUSE Dont confuse the reader. Avoid changing the subject and make sure what you say makes sense. TOO LONG Dont make the ad or post too long. We get bored easily! With general posts you can be more experimental with. WRONG PICTURE Dont use a picture that doesnt relate to the content or is poor quality. 5 Don'ts
SOCIAL GROUP POSTS Dos Contribute to the community: get involved in helping others. CONTRIBUTE 4:1:1 RULE Use the 4:1:1 rule for every 5 posts not about you, the 6th posts is. Tell your story: this makes you human. STORY TIME INFORMAL Make it informal. Although, if you are thinking of putting an ad out, create an ad type post first, to drum interest before boosting it. Dos 6
SOCIAL GROUP POSTS Don'ts Dont put out too many posts at once: spread them out. TOO MANY POSTS REPETITION Dont repeat the same type of posts all the time. Vary the content. Dont try and sell something - avoid the sales pitch. Sell informally (the hidden agenda). TRY TO SELL SPAM Dont spam the groups with just your products or help guides. Share other help guides and Ebooks. Spam Spam Spam 7
SOCIAL MEDIA PAID ADS 01 02 03 04 CALL TO ACTION Make sure it is easy to access your product or service. Use a direct link for the landing page. Dont direct them to a page not relevant to the ad. Also include a link in the main body of text, at the bottom. PUNCHY Make it punchy! Get straight to the point! Avoid the blah, blah remember, people get bored easily. EMOJIS & TICKS Using green or blue ticks and emojis work a treat for paid ads, but not necessarily for social group posts. WHO, WHAT, WHY Follow the who, what, why, where method. Dos 8
SOCIAL MEDIA PAID ADS Don'ts 01 02 03 04 MISLEAD Dont mislead the reader. Not only will this create negative feedback, it is a complete waste of money directing people to your website that doesnt relate to the ad. WRONG KEYWORDS Using incorrect keywords or keywords not related to your ad will not only give an unclear message, it will also make it much more difficult for targeted search. BLOCK PARA Dont use long sentences or one big paragraph. Instead, keep it short, to the point (1-6 lines) and consider using emojis / ticks / bullet points. TOO GENERIC Dont make your targeted ad too generic. Be specific. In the ad settings ensure you target a specific group of people. Dont waste money! 9
SOCIAL GROUP POST DONTS EXAMPLE 10
11 SOCIAL GROUP POST DONTS EXAMINED Green ticks should be on the left to be aligned Repetition When listing, keep it short! No text on the picture
SOCIAL GROUP POST DOS EXAMPLE 12 Theres a small story attached Its short Limited spaces! Can create eagerness Social proof
PAID AD ON SOCIAL MEDIA DOS EXAMPLE 1 58 likes 22 shares in just 4hrs 219 likes 35 shares in just 72hrs 13
PAID AD ON SOCIAL MEDIA DOS EXAMPLE 2 14 3.6k likes 63 shares in just 72hrs
PAID AD ON SOCIAL MEDIA DOS EXAMPLE 3 15 2.3k likes 31 shares in just 72hrs
PAID ADS ON SOCIAL MEDIA DON'TS LOW RESPONSE 16 Looks tacky! you would guess its his friend messaging. No benefits mentioned Ok, theres a metaphore with the video! You need to test it first? Asterixs look bleek
17 66 38 66 voted for ads with one line 38 for ads with bullet points with emojis A study in 2018 by adespreso.com asked 121 people what type of ads they like best 66 38 POPULAR ADS FACT #17
HACK #73 18 Creating effective picture/video posts that end up as ads Tutorial videos work well to draw in interest, which also allows you to upsell more easily. Fun and quirky videos go viral. Give away something for free. Always ask people to comment with one word or a specific phrase. The more comments, the more reach you get. When you get lots of likes (100+) and comments (30+) boost the post. Create an engaging video / picture post like an ad. NB: Facebook will randomly pick posts that are popular to promote in other peoples video timeline for free. You To reply to all the comments in a post, consider using a bot to auto reply. You will need the exact word / phrase for it to respond.

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Topic 12-13 Social Media Posts Vs Paid Ad .ppt

  • 1. 1 Part 13 Social Media Posts Vs Paid Ads on Social Media
  • 2. PAID SOCIAL ADS VS SOCIAL GROUP POSTS Free Marketing This is for organic free social marketing, to turn a loyal social follower base into website visitors or to direct them to your own social group. Announcements Paid social ads are ideal when you are planning to make a new announcement or if you are launching a new product/service for your brand. Targeted Targeting a specific audience segment: With optimised paid social ads, you can target a specific group of people based on their demographic or location details. Organic Reach Social posts are not paid for and contain an organic reach. They target a specific social group with a very specific common interest, i.e. a group may be about board game reviewers and not about board games in general. SHORT TERM LONG TERM Social Group Posts Paid Social Ads 2
  • 3. PAID SOCIAL ADS VS SOCIAL GROUP POSTS Specific Interest Social posts provide a way to target a very specific interest. Brand Awareness Paid social ads create brand awareness. Paid Social Ads Specific Targeting Paid social ads target a specific audience segment, but not necessarily a very specific interest (i.e not within the general common interest). Social Presence Social posts create a social presence and a way for you to contribute to that community. Social Group Posts SHORT TERM LONG TERM Instant Traffic Paid social ads drive instant traffic to your website or product page. Connections Social posts provide a platform to gradually build a following, which in turn becomes much stronger over time than the affect of paid ads. 3
  • 4. PAID SOCIAL ADS & SOCIAL GROUP POSTS KEYWORDS Use relevant key words and keep it positive. 1-2 in title / 4-8 in main body of text. BE SPECIFIC Ensure your ads/posts are tailored to your audience. RIGHT LENGH Keep your ad / post at the right length. Dont waffle too much and break it down. PICTURE OR NOT Use a relevant picture. Not all group posts warrant a picture though, so choose wisely! 4 Post descriptions between 100 and 250 characters get 60 percent more engagement than ones that are more than 250 characters, according to Facebook. A See More link is produced after 477 characters to reveal the rest of the text. Dos
  • 5. PAID SOCIAL ADS & SOCIAL GROUP POSTS JARGON / NEGATIVE Avoid jargon and negative words. DONT CONFUSE Dont confuse the reader. Avoid changing the subject and make sure what you say makes sense. TOO LONG Dont make the ad or post too long. We get bored easily! With general posts you can be more experimental with. WRONG PICTURE Dont use a picture that doesnt relate to the content or is poor quality. 5 Don'ts
  • 6. SOCIAL GROUP POSTS Dos Contribute to the community: get involved in helping others. CONTRIBUTE 4:1:1 RULE Use the 4:1:1 rule for every 5 posts not about you, the 6th posts is. Tell your story: this makes you human. STORY TIME INFORMAL Make it informal. Although, if you are thinking of putting an ad out, create an ad type post first, to drum interest before boosting it. Dos 6
  • 7. SOCIAL GROUP POSTS Don'ts Dont put out too many posts at once: spread them out. TOO MANY POSTS REPETITION Dont repeat the same type of posts all the time. Vary the content. Dont try and sell something - avoid the sales pitch. Sell informally (the hidden agenda). TRY TO SELL SPAM Dont spam the groups with just your products or help guides. Share other help guides and Ebooks. Spam Spam Spam 7
  • 8. SOCIAL MEDIA PAID ADS 01 02 03 04 CALL TO ACTION Make sure it is easy to access your product or service. Use a direct link for the landing page. Dont direct them to a page not relevant to the ad. Also include a link in the main body of text, at the bottom. PUNCHY Make it punchy! Get straight to the point! Avoid the blah, blah remember, people get bored easily. EMOJIS & TICKS Using green or blue ticks and emojis work a treat for paid ads, but not necessarily for social group posts. WHO, WHAT, WHY Follow the who, what, why, where method. Dos 8
  • 9. SOCIAL MEDIA PAID ADS Don'ts 01 02 03 04 MISLEAD Dont mislead the reader. Not only will this create negative feedback, it is a complete waste of money directing people to your website that doesnt relate to the ad. WRONG KEYWORDS Using incorrect keywords or keywords not related to your ad will not only give an unclear message, it will also make it much more difficult for targeted search. BLOCK PARA Dont use long sentences or one big paragraph. Instead, keep it short, to the point (1-6 lines) and consider using emojis / ticks / bullet points. TOO GENERIC Dont make your targeted ad too generic. Be specific. In the ad settings ensure you target a specific group of people. Dont waste money! 9
  • 11. 11 SOCIAL GROUP POST DONTS EXAMINED Green ticks should be on the left to be aligned Repetition When listing, keep it short! No text on the picture
  • 12. SOCIAL GROUP POST DOS EXAMPLE 12 Theres a small story attached Its short Limited spaces! Can create eagerness Social proof
  • 13. PAID AD ON SOCIAL MEDIA DOS EXAMPLE 1 58 likes 22 shares in just 4hrs 219 likes 35 shares in just 72hrs 13
  • 14. PAID AD ON SOCIAL MEDIA DOS EXAMPLE 2 14 3.6k likes 63 shares in just 72hrs
  • 15. PAID AD ON SOCIAL MEDIA DOS EXAMPLE 3 15 2.3k likes 31 shares in just 72hrs
  • 16. PAID ADS ON SOCIAL MEDIA DON'TS LOW RESPONSE 16 Looks tacky! you would guess its his friend messaging. No benefits mentioned Ok, theres a metaphore with the video! You need to test it first? Asterixs look bleek
  • 17. 17 66 38 66 voted for ads with one line 38 for ads with bullet points with emojis A study in 2018 by adespreso.com asked 121 people what type of ads they like best 66 38 POPULAR ADS FACT #17
  • 18. HACK #73 18 Creating effective picture/video posts that end up as ads Tutorial videos work well to draw in interest, which also allows you to upsell more easily. Fun and quirky videos go viral. Give away something for free. Always ask people to comment with one word or a specific phrase. The more comments, the more reach you get. When you get lots of likes (100+) and comments (30+) boost the post. Create an engaging video / picture post like an ad. NB: Facebook will randomly pick posts that are popular to promote in other peoples video timeline for free. You To reply to all the comments in a post, consider using a bot to auto reply. You will need the exact word / phrase for it to respond.