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Similaire à Social Media Week Copenhagen #smwads
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Social Media Week Copenhagen #smwads
- 1. SOCIAL MEDIA ADVERTISING & YOUR CONTENT STRATEGY The Great Disconnect #smwads
- 2. MARY Mary Liebowitz @sparklewitz @falconsocial Social Engagement Manager #smwads
- 3. MAY May Laursen @maylaursen Inbound Marketing Specialist #smwads
- 4. FALCON SOCIAL (@FalconSocial) Copenhagen startup founded in 2010 An enterprise-focused, all-in-one social media management platform Hit hypergrowth period in Q3 2013, so most of our teammates are relatively new Employees consist of 108 team members, of 30 different nationalities #smwads
- 5. TODAY Content • The Balance of Advertising and Content • Building an Audience with a Rich Content Strategy Advertising • When & How to Boost Effectively to Capture Leads • Using Custom Targeting to Avoid Spamming Your Audience • 3 Examples of Connected Content Strategy & Advertising We Like ! • Comments - Questions? #smwads
- 6. ! In social marketing, maintaining authenticity comes from a combination of structure, self-awareness, and consistency. ! • #smwads
- 8. THE BALANCE ! Content Strategy: • Is the framework for your content • Aligns an overview with business goals • Gives content a sustainable lifecycle ! Content Marketing • “Delivering the content your audience is seeking in all the places they are searching for it”. (Joe Pulizzi) #smwads
- 9. THE BALANCE ! Who We Are • Clean aesthetic • Scandinavian background • UX and ease-of-use #smwads
- 10. THE BALANCE ! Where We’ve Been Lucky Working from scratch: • Most content created in the last 5 months • The need for social presence backed up into content strategy New, growing team: • Flat, Scandinavian hierarchy • Team members are new & enthusiastic & looking for ways to work together #smwads
- 11. STRATEGY & AUDIENCE ! Self-awareness: • Who are you Client research: ! • • What are your target audience’s challenges • What type of content do they typically look for Organization Resources Responsibility #smwads
- 12. SOCIAL ADVERTISING ! ! Why Advertise? • Create awareness • Attract new audiences • Capture leads • Increase consumption of existing audiences • Strengthen brand position !
- 13. ! TARGETING Control: • You define the audience ! • • You select the channels • You set the exposure rate ! !
- 14. YOU DON’T WANT TO BE THAT GUY ! !
- 15. • People you’re interested in TARGET ! People who are interested in you
- 16. ! TARGETING • Demographics • Geographics ! • • Interests • Custom Audiences • Lookalikes
- 17. ! TARGETING • Hard and soft sell • Explicit and implicit CTA ! • • Catchphrases and puns • Capitalization • Offer or benefit lead
- 18. ! FORM • Twitter lead gen cards • FB custom CTA buttons ! • • Dedicated landing pages • Bidding optimization • Capture contact info for retargeting
- 19. ! TARGETING Tracking • From ad to conversion - The customer journey ! • • Split testing • Segments • Creative • Content • Conversion tracking • Attribution modelling
- 20. ! TOOLKIT Tracking • Google Analytics ! • • Conversion paths • Conversion sources • Time lag • Affiliate advertiser insights • Split testing tool e.g. Optimizely • Heat and scroll maps
- 21. EXAMPLES WE LIKE ! General Electric - “Imagination at Work” Conglomerate corporation with Energy, Technology Infrastructure, Capital Finance and Consumer & Industrial divisions ! ! #smwads
- 22. EXAMPLES WE LIKE ! Cisco - “Imagination at Work” Networking Technology ! ! #smwads
- 23. EXAMPLES WE LIKE ! Colgate-Palmolive - “World of Care” Multinational Consumer Products Company ! ! #smwads