The document discusses social advertising on Facebook and Twitter. It provides guidance on using social ads to engage audiences rather than directly market to them. It outlines how to set objectives and target audiences on each platform. It then presents four scenarios showing how different businesses can use social ads for goals like increasing engagement, collecting email opt-ins, boosting event participation, and driving store traffic. Resources for social advertising on Facebook and Twitter are also referenced.

1. Social
Advertising
Taught by Gwen Woltz
Co-founder, Wahine Media
social media strategy, training
& implementation for business
Slides: slideshare.net/wahinemedia

2. Why social advertising?

3. Social ads won’t solve your
problems, they compliment
your success.

4. Remember the context! Don’t
use social ads to market, use
them to engage.

5. Design for mobile first.

6. Facebook
Ads

7. Facebook
Ads
• Objectives
• Target audience
• Custom audiences
• Demographics
• Location
• Interests
• Behavior
• Images and messaging
• Ad management & budgeting
• Campaign > Ad set > Ads

8. Twitter
Ads

9. Twitter
Ads
• Objectives
• Target audience
• Location, gender
• Keywords, interests
• Followers
• Tailored audiences
• Images and messaging
• When not to use hashtags
• Twitter cards
• Ad management & budgeting

10. Scenario #1
Keep engagement and growth on profiles

11. Keep
engagement
and
growth
on
profiles
• Industry: nonprofit
• Facebook:
• 5,000 fans
• Boost post 1x per week
• Build fans
• Twitter:
• 2,500 followers
• Promote profile
• Promote tweets 3x per week

12. Scenario #2
Increase email opt ins

13. Increase
email
opt
ins
• Industry: restaurant
• Website conversion ads
• Landing page on website or Facebook
• Opt in, download e-book, get coupon,
enter sweepstakes
• Opt in form
• Short Stack
• OfferPop

14. Scenario #3
Increase participation in giveaway

15. Increase
participation
on
giveaway
• Industry: hospitality
• Entry form installed on website and
Facebook App
• Facebook
• Ad 1: page like ads (Facebook no
longer allows fan-gating)
• Land on entry form app
• Ad 2: boost post to fans, pin to top
• Twitter
• Leads on Twitter (using Twitter card)
• Land on website

16. Scenario #4
Get people to walk in your door

17. Get
people
to
walk
in
your
door
• Industry: fitness & spa
• Fan like ads: build awareness
• Target people most likely to purchase
product
• Boost post: keep top of mind
• Local awareness targeted ad: convert
• Ad 1: target fans
• Ad 2: target interests

18. Resources
• Twitter Advertising
• https://support.twitter.com/groups/58-advertising
• Twitter Contest Guidelines
• https://support.twitter.com/articles/68877-guidelines-for-
contests-on-twitter
• Facebook Advertising
• https://www.facebook.com/advertising
• Latest Facebook Ad News
• https://www.facebook.com/business/news/?tag=ads
• Aaron Zakowski Facebook Ad examples
• http://aaronzakowski.com/wp-content/uploads/2015/02/
Facebook-Ads-Swipe-File.pdf
• Facebook link ad tips
• https://www.facebook.com/business/a/online-sales/link-
ads-tips
• Twitter Ads success stories
• https://business.twitter.com/success-stories

19. Keep
in
touch!
Wahine Media
web: wahinemedia.com
blog: wahinemedia.com/wahineblog
facebook: facebook.com/wahinemedia
twitter: @wahinemedia
Gwen Woltz
@gjwahine
Download this slideshow:
http://slideshare.net/wahinemedia