Confinement during the pandemic has people using social media more than ever. Therefore, this deck was created to inform social strategy and to explain the new opportunities that exist in the social realm to capitalize on increased social use
Jessi BrawleySocial Media Marketing Specialist à Maritz Motivation Solutions
2. Confinement during the
pandemic has people
using social media
more than ever.
Therefore, this deck
was created to inform
social strategy and to
explain the new
opportunities that exist
in the social realm to
capitalize on increased
The use of targeted advertising and remarketing on social
media to drive leads and build brand recognition is more
important now than ever. Targeted social media
advertising is here for the long run. It’s the next frontier of
online marketing. Advertising on social media is a real,
tangible driver of leads and sales. Marketing departments
are increasing their social ad spend across the board in
response. Our task is to find new ways to utilize these
networks in new and innovative ways – using the latest
methodologies and new tactics.
Planning a Paid Social Campaign
Approach, Strategy and ROI
Targeting and Retargeting
Key Things to Remember and What’s
Let’s connect. Contact info on slide 35
Greater Results from Targeted Advertising
Social Media and Internet
• Unquantifiable consumer behavior
• Numbers driven
• Low cost per capita
• High total cost
• One-way communication
• Response to feedback is not immediate
• Feedback driven
• Direct communication
• Cost effective – A/B Testing
• Highly visible communication
• Immediate response available
The World of Marketing Has Changed and
Consumer Control of Media is Transforming
awareness interest consideration purchase opinions advocacy community
7. Changes Create New Opportunities
for Marketing Performance
Unique Creative Opportunities
8. These New Opportunities are
Traditional Marketing Digital Marketing
Paid, earned, owned
Consumer and results data
10. š What goal is a paid campaign strategy supporting?
š Who is the target audience?
š What action do you want them to take?
š How will you measure it?
š What will the communication look like?
Essential Campaign Planning
Overview of an Advertising Campaign Plan:
Goal Audience Key
Reach 1 June to
11. š Target audience is early in the decision process
š “TOFU” – top of the funnel
š Something new—audience, product, service, message
š Something interesting—content
š Key is audience targeting
Choosing a Brand Campaign
Choosing a Performance Campaign
š Target audience asked to take action, make a decision
š “BOFU” – bottom of the funnel
š Something they already know about
š Key is a strong call to action
Selecting the Right Advertising Channel
Page Post Engagement
Clicks to website
Right Hand Column
Cost per click (CPC)
Cost per 1,000
Cost per conversion (e.g., event
Pricing is optimized
On competition, delivery, fatigue,
Website clicks or
Price is based on
You can target
or even people who are
similar to your follower base,
a great way to find your
Premium Display Ads
Email Marketing and
Direct Sponsored Updates
Position and Seniority
(e.g., white paper for C-
Cost per click (CPC) bid
Cost per 1,000 impressions
Effective with B2B
13. Marketing Goal: Awareness
Key to Success • Audience Targeting, Breakthrough Creative (e.g., video)
Metric • Estimated Ad Recall, Reach, CPM
Call to Action • Maybe?
Marketing Goal: Engagement
Key to Success • Interesting Content
Metric • Likes, Comments, Shares, CPC, Video Views
Call to Action • Learn More, Watch More, Watch Video, Open Link
Marketing Goal: Acquisition
Key to Success • Audience Targeting, Interesting or ongoing value
Metric • New Followers, Cost-per-acquisition, CPC
Call to Action • Like page, sign up
Marketing Goal: Conversion
Key to Success • People you know—right offer, right time, Install FB tracking pixel
Metric • # or $ of sales, bookings, app downloads
Call to Action • Get in touch, etc.
š Planning is key. Utilize a competitor analysis to learn what trends are in the market, what your
competitors are doing and what works and what doesn’t.
š Develop a 12-month (or determined time frame) strategy for the brand.
š Three Main Decisions: 1) Brand campaign or performance campaign 2) Marketing Campaign
Goal 3) Core audience, custom audience, or lookalike audience
š Follow the R.A.C.E. concept:
š Reach: Grow your audience
š Act: Encourage brand interactions and leads
š Convert: Increase Sales
š Engage: Build customer loyalty and advocacy
What Strategy Can Be Used to Plan a Paid Social
happens off a
Stage Creative Placement KPIS
• News Feeds
• New Site Visits
• Page Engagement
• News Feed
• Audience Netwok
• News Feed
• Audience Network
• Site visits
• Site engagement
• Customer Sign-ups
• Customer Sign-ups
Brand lift is a measurement of the direct impact our ads are having on perceptions and behaviors
throughout the customer journey.
Measure Campaigns’ Ability to Drive Brand
vWhat is reported
How it’s measured
Questions which this
Will help answer
Surveys Surveys Search
Is the ad
? ? ?
š Run social platforms reports and use native analytics.
š Track progress against your objectives.
š Compare and contrast the marketing investment against revenue.
š Social media ROI is a metric showing how much value we generate with our social media
š Social ROI is usually a sum of money but can also be viewed as a non-monetary value such as
comments or newsletter sign ups.
š Profit / Investment x 100 = social media ROI %
(Profit is the money earned from social media marketing while investment is the total cost of our
social media marketing efforts.)
š What social media ROI means for your company depends entirely on our objectives.
Tracking Marketing ROI: Measuring social media
ROI must be a priority
Tracking ROI Down
the Marketing Funnel
Metrics that link social media
marketing to ROI at different
stages of the funnel
To understand how good our
social media ROI really is, we
need to benchmark it
against the market.
22. Consumers are in
making it more
consumer that wants
to see and get what
they want whenever
they want it.
Gleanster, 50 percent
of leads are qualified
but not ready to buy.
shows that 35-50
percent of sales go to
the vendor that
Impatient and ad
consumers is a
require new ways to
budgets and shifting
business needs also
mean you are under
more pressure than
ever to make your
online investments go
Problems Solved with Social & Digital
23. š The practice of serving ads to users based on prior engagement
š How it works: When someone visits our website, our retargeting provider
will place an anonymous browser cookie that will store the site visit and
when that visitor leaves, that cookie lets the retargeting provider know
when that bounced visitor appears on another site.
š If there’s available ad space, the retargeting provider will bid on that
space in real-time. If they’re the highest bidder, then secure the ad space
before the page loads. All occurs in fraction of a second.
š Why Retarget? Traffic that bounces doesn’t have to be the end of the
line. By serving retargeted ads to users who already expressed interest in
our site, they’ll become part of the purchase funnel and we’ll encourage
the next step: conversion
š Because 90-98 percent of site visitors simply don’t convert, retargeting can
provide the additional marketing touch points to encourage conversions
and drive prospects further down the funnel
24. New Prospecting Strategies
Crawlers scan the content of sites and based on relevant keywords and/or customizable categories,
display ads on the sites that are a fit. This is a Page-leel keyword and contextual strategy.
Matching the client’s keyword with a user searching for that same term via all search engines
Video Running Pre-Mid or Post-Roll Video on Targeted Sites with Video completion Rates Visibility
Displaying ads to users who appear on specific verticals
Outlook users migrated from Hotmail and view ads while on their Outlook Webmail. Exclusive inventory
that allows only one advertiser on page and garners strong CTR’s. Yahoo allows larger 300x600 ads and
tends to yield higher CTR
The Look-Alike Modeling strategy uses the DMP to ID the most valuable first-party data traffic and
matches the DMP data to the first-party data. Need at least 50K Cookies for this strategy to be viable.
IP and Zip Code
The algorithm selects data segments with a high likelihood of driving campaign performance and
automatically adjusts audiences as the campaign progresses. One can deactivate/activate the
underperforming and higher performing segments. CTR goals can average 3-6x improvement.
IP and Zip Code Targeting to connect with users in specific IP and/or Zip Code areas. Targets can be
supplied by your company, a third party, or created based on a campaign.
25. When to Use Retargeting Strategies
• When a website has in excess of at least 20,000 estimated Unique visitors per month. A robust cookie pool is
needed in order to achieve successful Retargeting campaign results. Only 7-20% of the Uniques can be
used toward a monthly retargeting budget.
• Performance driven campaigns demanding specific CPA and ROAS Goals
• CPM, CPC & CTR Rates take on less importance as conversions and revenue drive the KPIs. Retargeting
strategies force higher CPM’s and CPC’s and tend to draw a lower CTR, mainly because we are forced to
bid higher on limited retargeted cookies.
• No focus on the Geo as we only want to capture users who have shown intent when they initially visited the
• Retargeting can be used as a Branding Strategy as users are delivered multiple targeting ads, ensuring that
the Brand is top of mind.
• Retargeting is key for Cross-Selling campaigns
• Dynamic Retargeting is highly intelligent, utilizing the latest
technology for performance marketing, which enables ads that
are highly accurate and relevant through personalization, cost
effective and revenue generating. This is possible due to
algorithms targeting most likely conversion (company defined
valuable post ad click actions) targets and at the right moment
in their purchasing funnel.
• Ad personalization and timing will affect consumer engagement
and also their purchase behavior, positively affecting ROI.
• Dynamic retargeting considering timing (ads targeted directly
after browsing instead of 8-hour delay) has higher banner click-
through rate and conversion rate plus increasing ROI. Dynamic
retargeting has an incremental ROI of 62 times the investment
compared to buyers not targeted with dynamic retargeting.
27. Social targeting is an audience buying methodology for online
advertising. It’s related to other types of audience buying such as
demographic or behavioral / interest-based targeting. While pure
interest-based targeting allows advertisers to find an audience
online based on the affinities they have expressed in their web
behavior (i.e., what sorts of websites they have visited), social
targeting combines that logic with social network logic, helping
brands to find the people who are connected to their best
š Integrate both paid and
organic social media into your
š Use free social media to beta-
test paid social ads
š Take advantage of targeting
š Rotate ads frequently (week
on/week off) to avoid ad fatigue
š Send out several “test” ads to
small audiences, track the
results, and then push the
winning ads to larger groups.
This is more cost effective
š Understand how ads are sold
and adapt content
š Design ads with mobile in
LI has reported that 90%
of all social media traffic
to B2B websites comes
from a combination of
Facebook, Twitter and
LinkedIn. LI accounts for
over half of this traffic,
making it substantially
more effective than its
30. LinkedIn Marketing Strategy: Lead
There are currently more than 1.3 million
companies with pages on LinkedIn, all
vying for the attention of more than half
a billion users. Company pages
represent a huge opportunity for
businesses to establish their brands and
expand their business network. Your
business needs to utilize LinkedIn’s full
capabilities to win the minds and hearts
of your target audiences.
Part of the LinkedIn marketing Solution’s full funnel platform.
31. Geographic Locations: Reach members based on where they live or visit by searching
for locations. Geographic location is based on the permanent or long-term location
specified by the member in their profile and/or by their IP address for short-term visits.
Optional Targeting Facets:
Company: Company Connections, Company Industry, Company Size, Company Name,
Company Followers, Company Growth Rate, Company Category
Demographics: Member Age, Member Gender
Education: Field of Study, Member Schools, Degrees
Job Experience: Job Function, Job Seniority, Job Title, Member Skills, Years of Experience
Interests and Traits: Member Groups, Member Interests, Member Traits (behavioral)
We can also select from LinkedIn’s audience templates, which are templates pre-
populated with various targeting options to help you reach desired audiences more
easily and efficiently.
LinkedIn Targeting Capabilities
32. Companies can use LinkedIn Sponsored Content to promote our content in
the LinkedIn feed to drive greater engagement with professionals and to
strengthen its position as a thought leader.
We can amplify content through the use of LinkedIn’s Sponsored Content. This
will enable your company to start building a relationship with professionals
who are not connected to you through content.
Result: Increased exposure of thought leadership content within a professional
environment and raise the visibility of the company blog to stimulate greater
interaction and content sharing.
LinkedIn Sponsored Content
š Recognize users across different devices. (72 percent of buyers used at least 2 devices
and switched at least three times before the purchase, which highly suggests cross
device recognition as an important feature in dynamic retargeting in order to gain
efficiency in ad delivery, costs and result.
š Digitalization is enabling new ways to perform advertising and it is changing the
behaviors of target audiences - the digital consumer (who want to self-service by
helping themselves when they feel like it). They are multichannel and are thus browsing
and buying amongst different channels.
š In the digital environment the consumer-purchasing funnel might involve touchpoints
from channels such as paid search (e.g. Google search), display ads (banners) and
email.This makes it important to understand the complex customer journey across
marketing channels, in order to increase advertising efficiency such as channel cost
allocation based on the level of different channel interactions among consumer
Key things to remember
34. Further Questions to Be Answered
š How can we get to grips
with social data mining
and intelligently split our
š How exactly do we
harness social media
data and better divide
our marketing segments?
š We must personalize and
retarget effectively. How do
we leverage social data to
reach the right consumer at
the right time with the right
content (without being
š How can we utilize Google
Ads to do audience
š What information are we
legally allowed to collect,
use and store from social
š How do we best segment
our audiences on social
media for the most
effective ad campaigns?
š The future is private. More
conversations will happen
on messenger and dark
social marketing tools.
How can we take
advantage of this?
35. Let’s Talk.
I like to disrupt industries with innovative digital
marketing. If you want to prove the ROI from social
media, get in touch. Contact me for consulting
services and other opportunities. I’d love to help
you out. My resume and blog is at
www.jessibrawley.com. Let’s chat and connect on