Influencing Today's Consumer through Social Advertising Strategies
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The document discusses strategies for influencing today's consumers through social advertising. It provides an overview of key topics including why social ads are effective, top social platforms, best practices for campaign strategy, current trends in social media marketing, and additional resources. The presentation was given by Caitlin Jeansonne, Social Media Director at MMI Agency, and focused on how to build successful social advertising campaigns.
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Influencing Today's Consumer through Social Advertising Strategies
- 1. Influencing Today’s Consumer through Social Advertising CAITLIN JEANSONNE Social Media Director at MMI Agency @MMIAgency | @QCait
- 2. 2 About Caitlin • Cat lady, pop culture junkie, geek • 10+ years experience in digital strategy, SEO/SEM, social media • Follow me @QCait!
- 5. 5 Let’s Chat • Why Social Ads? • Social Platforms • Campaign Strategy • Trends • Resources
- 6. 6 Once upon a time….
- 7. 7 The New Consumer Landscape
- 8. 8 198 million active ad block users around the world
- 9. 9 Social Media Marketing Spend Source: Statista
- 10. 10 Social Platforms Lower Opportunity for Organic Reach Higher Opportunity for Organic Reach Niche Appealing/ Smaller Broadening Appeal/ Larger
- 11. 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
- 12. Campaign Process
- 13. 13 Campaign Elements Goals Audience Budget Platforms Creative Reporting
- 14. 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. 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. 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. 17 Audience Behavior Targeting • Purchase behavior • Charitable donations • Banking/investments • Spending methods • Media consumption (TV, Radio) • Travel • Residential profiles • Seasonal
- 18. 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. 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. 21 Rule of thumb: The more you’re expecting a user to do, the more you should expect to pay
- 22. 22
- 23. 23 Budget Reserve budget for key cultural moments!
- 24. 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. 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. 26 Creative • Every word counts • Avoid ad fatigue by swapping out often • Think mobile-first • Test, Test, Test
- 27. 27 Rule of thumb: Creative should feel as native to the platform as possible.
- 28. 28
- 29. 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
- 30. 2016 Trends
- 31. 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. 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. 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. 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
- 35. Questions?
- 36. Thank you
Notes de l'éditeur
- Hubspot: http://blog.hubspot.com/marketing/horrifying-display-advertising-stats#sm.00001hxexdbpuwe6mrjydjg2oex8z There are now 198 million active ad block users around the world. (Source: PageFair) A study revealed that only 2.8% of participants thought that ads on website were relevant. (Source: Infolinks and bannerblindness.org) 33% of internet users find display ads completely intolerable (Source: Adobe) Ad blocking grew by 41% globally in the last 12 months. (Source: PageFair) About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media) 54% of users don’t click banner ads because they don’t trust them. (Source: BannerSnack)
- 32% of US teens cite Instagram as their favourite social network 42% of all online women use the platform 66% of content that users Pin comes from brand websites Facebook: 1.7 billion users Youtube: Over 1 billion users WhatsApp: 900 million users/Wechat: 1.12 billion users Instagram: 400 million users Twitter: 320 million users LinkedIn: 300 million users Snapchat: 100 million users Pinterest: 100 million users Reddit: 36 million accounts Periscope: 10 million users Google+: 300 million users
- Who are they? What do they care about? How do they act online? What are their wants/needs? What are their objections?
- Facebook accounts for 62% of social logins made by consumers to sign into the apps and websites of publishers and brands
- Nielsen’s most recent annual Trust in Advertising study found that 83% of people trust recommendations from people they know