How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014

Grant Tilus
Associate Inbound Marketing Manager
#Zenith2014
How to Use Paid Social Promotions
to Drive Measurable Business
Objectives

Grant Tilus
May 29, 2014 | Copyright Collegis, LLC. Proprietary and Confidential. 2
Associate Inbound
Marketing Manager,
Collegis Education
Director of Content
Marketing, MnSearch.org
@GrantTilus
plus.google.com/+GrantTi
lus

Are You a Small Business Owner/Employee?
May 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 3
#Zenith2014@GrantTilus

You Used To Love Social Media
Marketing

But Then Things Started to Change

And Your Like…

Some Decided to Moved On

But You See the Value in Social Media
#Zenith2014
(2014 Social Media Marketing Industry Report)
@GrantTilus

This is Rented Land

They Are In Control

Trying to Be Nice

The Free Ride is Over

It’s Time to Start Thinking Bigger

Because Social Promotion Still Matters

Local Advertising Options (Not Very Targeted)

Targeted Social Advertising Examples

Not Everyone is Taking Paid Promotions
Seriously…Yet
#Zenith2014
@GrantTilus

Time to Rethink Your Social Promotion
Strategy?

Business Goals Haven’t Changed
 Brand Reputation
 Build Brand Awareness
 Drive Customer Actions
 Increase Customer Loyalty
*All of These Goals Can Be Positively Impacted And Tracked
Through the Use of Paid Social Media Amplification and
Analytics

Brand Reputation Goal Examples
 Increasing Amount of Positive Online
Reviews
 Decrease Negative Sentiment Online
 Gain Customer Feedback for
Improvements
 Increase Customer Referrals via
Online Sharing

Brand Awareness Goal Examples
 Increase Social Media
Impressions
 Increase Website Traffic
 Increase Number of New
Customers via Social
Media
 Increase Customer
Referrals
 Increase Brand
Conversations

Drive Customer Action Goal Examples
 Increase Repeat Customers
 Drive Special Event Sales
 Increase Average Amount
Spent
 Increase Foot Traffic During
Slow Business Hours
 Add Newsletter Subscribers
 Increase Content Shares

Customer Loyalty Goal Examples
 Increase Customer Retention
 Crowd Source New Product Ideas
 Increase Customer Frequency
 Drive Additional Brand Loyalists
 Increase Customer Referrals
 Growth Loyalty Program

Develop SMART Goals

Set Baseline Metrics
 Tools for Collecting Data:
 Facebook Insights
 Social Bro
 Twitter Analytics Suite
 Circle Count
 True Social Metrics
 Google Analytics
 Google Alerts
 Topsy
 Excel
 Simply Measured
 Social Mentions
 Bit.ly
 Raven Tools

Let’s Start by Discussing The Platforms

Let’s Talk About

Facebook Ad Objectives

Facebook Ad Audience Targeting
#Zenith2014
 Location (Country, State, City+ or Zip)
 Age (13+) / Gender / Languages
 Demographics (Relationships, Education, Work, Financial, Home,
Ethnic Affinity, Generation, Parents, Politics, Life Events)
 Interests (E.g. Breaking Bad, Shopping, Tea)
 Behaviors (E.g. Charitable donations, Digital Activities, Travel)
 Connections (Include People, Exclude People, Include Friends)
 Custom Audience
 Facebook Audience Network
New
@GrantTilus

Facebook Campaigns

Facebook Costs
 Assign Budgets by Campaigns and Ad Sets
 Ad Costs:
 Daily or Lifetime Budgets
 CPM or CPC
 Bidding

Facebook Analytics
 Reach
 Clicks
 Click Through Rate (CTR)
 Cost Per Click (CPC)
 Cost Per Action (Based on Objective)
 Website: Conversions, Checkouts, Registrations, Leads,
Views, Event Responses and More
*Remember to Start by Developing a Baseline

Facebook Analytics Best Practices
 Track the Data Points that Matter Based on Your Goals
 Use the Right Tools: Facebook Insights, True Social Metrics,
Google Analytics, Excel
 ABT (Always Be Testing)
 Objectives
 Goals
 Tactics
 Find the Important Data Points
 Track Your Competitors
*Track Overall Results Each Month to Compare MoM, QoQ or
YoY

Paid Facebook Ads Example
 Business Goal: Drive
Customer Action to Increase
Sales
 Paid Promotion Tactic: Utilize
Offer Claims In Order to Drive
Increased Foot Traffic and
Sales About Memorial Day
Special Targeted at Local
Veterans
 Digital Metrics
 Reach
 CTR
 CPC
 Total Spend
 Business Metrics
 Gross Sales with Offer
 Average Sale Per Customer
 Number of Offers Redeemed
 Number of New Customers

Facebook Example #2
 Business Goal: Increase
Customer Loyalty (Customer
Visit Frequency)
 Paid Promotion Tactic: Utilize
Custom Audiences to Create
Special Promotions for
Previous Customers
 Digital Metrics
 Reach/Impressions
 CTR
 CPC
 Downloads
 Total Spend
 Gross Sales with Offer
 Average Sale Per Customer
 Number of Offers Redeemed
 Customers Enrolled in Loyalty
Program

Up Next

Twitter Ads

Twitter Ad Details

Twitter Audience Targeting
 Keywords
 Interests and Followers
 Television
 Tailored Audiences
 Locations
 Where Promotions Appear
 Devices
 Gender
 Language

Twitter Campaign

Twitter Costs
 Assign Daily or Lifetime Budgets per Campaign
 Costs Per Click / Cost Per Engagement
 Bidding
 Pacing Options
 Standard
 Accelerated

Twitter Analytics
 Impressions
 Engagements
 Clicks
 Retweets
 Replies
 Follows
 Card Engagements
 Engagement Rate
 Spend
 eCPE

Twitter Analytics Best Practices
 Use the Right Tools: Twitter Analytics, True Social Metrics,
Google Analytics, Excel, Bit.ly
 Wording
 CTA’s
 Creative
 Targeting
 Double Check the Clicks You Receive
YoYMay 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 43

Paid Promotion Twitter Example
 Business Goal: Build Brand Awareness Surrounding Local
Events
 Paid Promotion Tactic: Utilize a Promoted Tweet Campaign to
Drive Additional Brand Awareness Surrounding a Local
Community Event
 Digital Metrics
 Impressions
 Engagements
 Follows
 Total Spend
 Online Brand Mentions
 Increased Foot Traffic
 Increased Brand Awareness

Up Next
#Zenith2014
64% of marketers plan to increase LinkedIn participation in the near future
2014 Social Media Marketing Industry Report
@GrantTilus

LinkedIn
 Sponsored Updates or Right Hand Ads
 Text, Images or Video
 Targeting Features
 Location (Continent, Country, State, Metro Area)
 Company (Name, Industry, Size)
 Exclusion Capabilities
 Job Title
 Title Name
 Category (Function, Seniority)
 School, Skill, Groups, Gender, Age

LinkedIn Cost
 Daily budget must be at least $10
 Minimum Bid $2

LinkedIn Analytics
 Impressions
 Clicks
 Click Through Rate (CTR)
 Cost Per Click (CPC)
*Remember to Start by Developing a Baseline

LinkedIn Best Practices
#Zenith2014
 Use the Right Tools: LinkedIn Analytics, True Social Metrics,
Google Analytics, Excel, Bit.ly
 Ads vs. Sponsored Updates
 CTA’s
 Creative
 Targeting
 Determine Your Goal
YoY @GrantTilus

LinkedIn Example
 Business Goal: Promote
Brand Reputation to Attract
New Talent
 Paid Promotion Tactic:
Promote Sponsored Updates
In Order to Attract New
Employee Talent
 Digital Metrics
 Impressions
 Engagement
 CTR
 CPC
 Total Spend
 Phone Call Inquiries
 Submitted Applications
 Interviews Conducted
 # of Employees Hired
 Time Spent on Hiring

Google+
 +Post Ads
 Requirements
 1,000 Google+ Followers
 Great for Brand Awareness
and Community Engagement
 Metrics to Track:
 +1’s
 Comments/Mentions
 Shares
 Traffic
 Lots of Opportunities Given
the Benefits of Using Google+
#Zenith2014
54% of marketers are using Google+, 65%
want to learn more about it and 61% plan
on increasing Google+ activities in 2014.
@GrantTilus

Plenty of Options with More to Come

Struggling to Prove the ROI?
#Zenith2014
@GrantTilus

Are You Taking It Seriously?
#Zenith2014
@GrantTilus

Tips for Defining Your Social Media KPIs
 Consider Your Business Goals then Work Backwards to Align
Your Paid Promotion Goals and Tactics
 Discover Your Baseline No Matter How Small
 Use the Right Tool (Slide 25)
 Set a Budget and Stick to It
 Measure Social Performance As Often As You Measure Your
Businesses Performance
 Create OKRs to Help You Stay on Track Toward Your KPIs
 Create Quarterly and Annual Goals

Get Familiar with using Google
Analytics
 Event Tracking
 Assisted Conversions
 Referral Sources
 UTM Tracking Codes/Bit.ly
 Assigned Goals
 Pixel Tracking

Get Familiar with These New World
Advertising Platforms

How to Choose Which to Focus On
 Determine Which Platform Works Best for You
 Follow Your Target Market
 Consider the ROI When Setting Your Goals
 Set New (SMART) Goals Each Quarter
 Remember to review and readjust
 Test Different Analytics Tools

Key Takeaways
 Organic and Paid Social Media Tactics are Now Necessary to
Win
 Connect Your Business Goals to Social Media Goals/Tactics
 Review the Social Analytics Data to Set Social KPIs and Track ROI
 Your Analytics are Unique to Your Business
 Determine Which Business KPIs Can Be Impacted by Paid
Promotion
 Turn Inefficient Spending into Efficient Spending
 Set SMART Goals to Improve from Your Baselines
 Fail Fast and Remain Agile
 The Targeting in on These Platforms is Unseen Anywhere
ElseMay 29, 2014 | Copyright Collegis LLC. Proprietary and Confidential. 59

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How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives - Zenith 2014

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