Learn how to integrate social media advertising into your digital marketing portfolio, and boost results with some specific tips and tricks from Hitachi Data Systems. David Reske from Nowspeed and Sharon Crost from Hitachi Data Systems show you how in this presentation from ClickZ Live San Francisco #CZLSF
Boosting Social Ad Results with Audience Segmentation: Nowspeed and Hitachi Data Systems
1. August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
How to Leverage Audience
Segmentation Techniques to
Improve Social Advertising
Sharon Crost, Hitachi Data Systems
sharon.crost@hds.com
David Reske, Nowspeed Marketing
dreske@nowspeed.com
2. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Agenda
• Trends in Social Media Advertising
• Integrating Social Media Advertising with Organic Social
Media Marketing
• Facebook Campaigns
• LinkedIn Campaigns
• Twitter Campaigns
• Hitachi Data Systems Experience and Case Study
2
3. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Social Media Users
0
200
400
600
800
1000
1200
Facebook
YouTube
Google
+
Twi8er
LinkedIn
Pinterest
3
5. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Integrated Digital Advertising Campaigns
5
Google
Search
-‐
PPC
Google
Display
Google
RemarkeJng
Bing
Facebook
LinkedIn
Mobile
6. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
What is Social Media Advertising (SMM)?
6
Social Media Advertising is a term that is used to describe a
form of Online advertising that focuses on social networking sites.
One of the major benefits of advertising on a social networking site
is that advertisers can take advantage of the users demographic
information and target their ads appropriately. - Wikipedia
7. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Organic Social Media Program
• Manage and
Update Platforms
– Facebook
– Twitter
– Youtube
– LinkedIn
– Pinterest
• Create and
Syndicate Content
• Build Follower
Base
7
PlaMorms
Followers
Content
• Static Content
• Branded Content
• Industry Content
8. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Business Value of Organic Social Media
Brand, Impressions, Visits, Leads,
Nurture
Followers
Content
Posts
Offer
–
Call
to
AcJon
Likes,
Traffic
and
Leads
&
Sales
8
500 Followers X 20 Posts / Month = 10,000 Impressions/mo
10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo
9. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Business Value of Organic Social Media
Brand, Impressions, Visits, Leads,
Nurture
Followers
Content
Posts
Offer
–
Call
to
AcJon
Likes,
Traffic
and
Leads
&
Sales
9
500 Followers X 20 Posts / Month = 10,000 Impressions/mo
10,000 Followers X 200 Posts/mo = 2 Million Impressions/mo
10. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
What can Social Media Ads do for you?
1. Engagement
2. Get more likes/
followers
3. Get more leads
4. Get new customers
1
“93% of adults in the US are on Facebook
according to BlogHer.”
11. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Who is using it?
1
North American
represents almost
50% of social
media ad spending.
13. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Which social network is most
popular?
1
Facebook is currently the
most popular social media
site for advertising.
Benefits:
• Largest Social Media Audience
(Over 1 Billion people on FB)
• Most affordable way of advertising
(Great Targeting)
• Most visited social media site
(655 Million Daily Active Users)
• Conversion Tracking
14. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Target
Customer
Marketing Segmentation
Interests
Business,
Computer
Data
Storage
Behaviors
Technology
Early
Adopters
Demographics
US,
UK,
22-‐55,
English,
Job
Title
Target
Customer
Connec4ons
Not
Connected
16. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising - Targeting
• According to eMarketer, the top three segmenting categories used by Facebook
marketers include age, used by 55% of Facebook advertisers, followed by country and
interest.
1
29
17. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising - Targeting
• Targeting based on interests give you powerful options
• Facebook knows exact interest because people give them that information.
• Target exact interests, related interests, or broad categories.
• Check audience numbers as you add interests, be sure audience is not too small
1
330
628
18. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Facebook Advertising Conversion
Tracking
1
• You can choose between 6
conversion categories.
• A conversion is an action that a person
takes on your website such as checking
out, registering, adding an item to the
shopping cart, or viewing a particular page.
• Virtually any page on your website can
represent a conversion, and you can create
and add the conversion tracking code on
any page of your website.
23. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising
• Geographic Targeting
• Target by Company
– Select specific companies or target by category
• Target by Job
– Select specific titles or target by job function/
seniority
2
24. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
LinkedIn Advertising
• Target by School
• Target by Skills
– Similar to Facebook
Interest Targeting
– Suggests similar Skills
• Target by Group
– LinkedIn Groups are
very popular
– Using specific groups
can get you a targeted
audience
2
26. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Pros and Cons of LinkedIn
Advertising
• Pros
– Target a professional audience
– Accurate targeting by industry
– Leverage LinkedIn Groups
– Target Decision Makers
• Cons
– Smaller reach
– Conversion tracking is not as robust as Google & FB
2
27. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets & Accounts
• Promoted Tweets are regular Tweets with the added bonus that
they can reach more people who are interested in your business.
– Targeting: Location, Category, Users with the same interest as
followers
• Promoted Accounts simply puts you in front of more people who
are just like them – quick, easy way to grow your followers.
– Targeting: Interest, Geography, Gender
2
30. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Promoted Tweets/Accounts:
Budget & Bid
3
You pay only for engagement.You’ll only be charged when
people follow your Promoted Account or retweet, reply, favorite
or click on your Promoted Tweets.You’ll never be charged for
your organic activity on Twitter.There’s no monthly fee and you
set your maximum daily budget.
31. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Why Advertise on Social Media?
• Huge Audience: Billions of People
• Strong Momentum: Projections to double annual ad spending
from from $4.6 billion in 2012 to $9.2 billion by 2016.
• Advanced Ad Targeting: Targets consumers with interests that
match the virtues and values of their products.
• Multiple Engagement and Conversion Opportunities:
Generate engagement, likes and followers, as well as traffic, leads
and sales.
• Mobile: with the social consumer on-the-go for proven social ROI
(70% of FB users are mobile)
• Low Cost per Click and Cost per Conversion
3
32. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Hidden Danger
• Engagement is growing but
you don’t know that
performance can be much,
much better
• Content creators are still
broadcasting text oriented
brand messages
• Don’t know when you
“spam”
• Teams are still putting
pressure on creating “viral”
content
33. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Key solutions
1. Paid social ads to segmented audience
demographics to boost engagement rates
2. Segmentation helps drive content providers
to tailor content to audience
3. Image beauty is in the eye of the beholder
4. Better relationship with audiences (spam
reduction) as they only see relevant content
5. Going “micro-viral”
34. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Can you guess when?
Huge boost in budget adjusted engagement rates
0
10
20
30
40
50
60
0
500
1,000
1,500
2,000
2,500
3/10/2014
4/10/2014
5/10/2014
6/10/2014
7/10/2014
Total
Engagements
per
$100
Page
Likes
per
$100
35. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Two Sides of the Story
Forced audience-targeted content removes “all about me”
syndrome
36. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
If you are Imageless you are Naked
• Images are worth the characters
0
100
200
300
400
500
600
700
800
900
0
20,000
40,000
60,000
80,000
100,000
120,000
Impressions
Total
Engagements
37. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Seeing is the new Seeing
Eliminate content from the un-crowd
96.00%
96.50%
97.00%
97.50%
98.00%
98.50%
99.00%
99.50%
100.00%
3/10/2014
4/10/2014
5/10/2014
6/10/2014
7/10/2014
Bounce
Rate
Bounce
Rate
39. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
Surprising Results
• Boosted engagement rates / ROI
• Content providers are now repurposing
content for audiences
• Brand credibility – only the in crowd sees
our content
• Real performance results. Greatness is
not lost in the mean
• Each ad is its own “viral” campaign
40. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
In Summary
Everyone talks about rock these days; the
problem is they forget about the roll.
- Keith Richards
41. @davidreske @SharonHDS
August 11–14, 2014 | #CZLSF | @ClickZLive
How to Leverage Audience
Segmentation Techniques to
Improve Social Advertising
Sharon Crost, Hitachi Data Systems
sharon.crost@hds.com
David Reske, Nowspeed Marketing
dreske@nowspeed.com