3. Today's Seminar 1. Why use online advertising? 2. Why use social media? 3. Intro to social media networks 4. Classic Advertising 5. Online Advertising 6. How to advertise online effectively 7. How to create a Google Ad 8. How to create a Facebook Ad 9. Best practice examples 10. Where to go from here
4. During the Seminar... Take notes but don't just copy slides, we'll give you those after. Ask questions. Interrupt if you need to. We can learn from each other. Initial questions?
8. So... Why use Social Media? 34% of Canadian businesses have won new business through social media networks (the global average was 40%) 28% of Canadian businesses have set aside a dedicated marketing budget to social media 60% of medium-sized Canadian companies and 34% of small companies won new customers through social media
9. So... Why use Social Media? 53% of respondents stated that “keeping in touch with business contacts ” was the primary reason they use Social Media 51% said that they used it to organize, connect to and manage customer groups 94% say that brand building is currently the primary purpose for business social media usage
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11. Consider... Should YOU be on Social Networks? In London alone, on Facebook , there are: 343,680 people * who live within 10 miles of London, ON * age 18 and older Can you accurately calculate how many people see your current marketing and ads?
14. Why? 1. Hosted Photos/Content 2. Contests 3. Direct Ads 4. Stationary, more website-like 5. Gives people a place to link back to 6. Lets people 'share' what they do The biggest social networks...
15. Instant, real time messages that can be seen by anyone who “follows” you. 140 Character Limit. 130 Million Users. . . The biggest social networks...
16. Why? 1. Direct conversations 2. Allows you to search out new clients 3. Real-time = spending time 4. Allows you to 'watch' competitors and market. The biggest social networks...
17. LinkedIn Why? 1. Corporate presence 2. In-depth discussions in Groups 3. Advertising for B2B The biggest social networks...
18. Everything Else (Foursquare, Gowalla, Places, Quora) Why? 1. Online and Local Presence 2. Marketing Dispersion 3. Brand Awareness The biggest social networks...
23. The difference: Classic Advertising YellowPages: Only 24% of respondents said “Yes” to the question, “Are yellow page phone books still relevant?”
24. The difference: Classic Advertising YellowPages: Only about 10% of business owners use yellow page phone books more than once per month.
25. The difference: Classic Advertising YellowPages: 90% of business owners believe that less then 25% of their costumers find them through the yellow pages.
42. How do... Online Ads Work Effectively Ad Text Use emotional words: 'help, cause, life, money, family' 'new, important, you, love' Use action words: 'click here, time, now, get, free'
43. How do... Online Ads Work Effectively Images Use images that are easy to recognize Use images that trigger an emotion Use images with people
44. How do... Online Ads Work Effectively Click vs No Click Less tracking, better for budget Branding is key
46. How to... Create a Google Ad Key Points: Website: google.com/adwords Sign in with gmail or create account Click “Reporting and Tools” then “Keyword Tool” to find relevant keywords. Click “Campaigns, then below the blank graph “ + New Campaign” to start an ad. Note: Reports are the button with a downward arrow and 1/2 box.
47. Group Task: Create a Google Ad for your company. Details: 25 characters for the title 35 characters for the ad text x 2 lines Bonus: List 10 key search terms to use
49. How to... Create a Facebook Ad Key Points Website: facebook.com/ads Sign in, then 'Create Ad' (or if ads are created, click 'manage existing ads') Be sure to uncheck 'Run Ad Continuously' to set dates. To see current clicks/impressions, go to 'manage existing ads' then click on the campaign title.
61. Where ... To go from here Research Search your industry's keywords on Google (make a list of common words) Load a Facebook page and refresh multiple times
63. Where ... To go from here External vs Internal Management Professional research and knowledge of key words and demographics Cost effective at start up Ability to alter ads based on analytics
64. Where ... To go from here Budgeting Compare to other marketing streams: billboards, newspaper. What is a visit to your website worth to you? Daily budgets can be changed at any time.