How advertising and marketing methods and strategies are implemented in social media.

1. ADVERTISING & MARKETING
IN SOCIAL MEDIA
JULI PETERSON | IDENTITYPR.COM | @juliennecarrots

2. WHAT WE’LL COVER:
o Social media: How businesses got here
o Advertising in social media
o Marketing in social media
o Key components for every campaign
o Questions and discussion
2

3. http://www.flickr.com/photos/jesseshapins/4482198607
STATE OF SOCIAL MEDIA
3

4. FIRST CAME CUSTOMERS…
People joined social network sites and started:
o Interacting
o Talking about brands and companies
o Sharing opinions, interests and experiences
o Giving reviews and recommendations
4

5. BRANDS TOOK NOTICE…
o Brands needed to go to where customers
are talking.
o Ability to learn more about customers and
prospects.
Through social media, brands and companies:
o Connect
o Engage
o Listen
o Learn
o Grow their business
5

6. INTEGRATION OF BUSINESS
Now, almost every part of a business touches
social media:
o Sales
o Marketing/Communications
o Customer Service
o Human Resources
o Legal
o Investor Relations
6

7. SOCIAL MEDIA ADVERTISING
7

8. SOCIAL MEDIA ADVERTISING
Social media advertising focuses on
paid space on a social networking site.
o Ads focus specifically on generating traffic
to a site where customers make a purchase
or gain awareness about a product or
service.
8

9. TYPES OF SOCIAL MEDIA ADS
o Facebook ads, promoted posts and sponsored
stories
o Twitter sponsored tweets
o YouTube commercials
o Website ads: pop-ups, banners, user registration, etc.
o LinkedIn ads
o Paid search engine ads: PPC and top ranks
o Blog advertisements and blogger ambassadors
o Mobile ads
o QR codes
9

10. EXAMPLE: FACEBOOK ADS
DASHBOARD:
SAMPLE AD
10

11. EXAMPLE: FACEBOOK ADS
TARGET USERS
o Location o Gender
o Age o Interests
o Likes
STATS o Frequency
o Reach o Click Through Rate
(CTR)
o Actions
o Clicks
11

12. SOCIAL MEDIA MARKETING
12

13. SOCIAL MEDIA MARKETING
Social media marketing focuses on increasing
website traffic and visibility to promote sales.
o Email marketing
o Company blogs
o Blogger brand advocates
o Engaging customers in lifestyle storytelling
o Community relations outreach campaigns
13

14. EXAMPLE: FORD SOCIAL
14

15. EXAMPLE: FORD SOCIAL
BADGES – Graphic badges to display pride in
different Ford products
OUR STORIES – Tells Ford’s brand and lifestyle
stories
YOUR STORIES – Customers share their real-life
experiences with Ford products
YOUR IDEAS – Submit your ideas for products,
green technology, safety, convenience, etc.
15

16. FORD PLACES VALUE ON CUSTOMER
INTERACTION
16

17. DRIVE THROUGH THE NOISE
o Your campaigns must stand out above the
others.
• Simple, engaging and unique.
o Understand the channel and how to engage
your audience.
o Ads and campaigns must drive an action.
• Clicks are currency.
17

18. http://www.flickr.com/photos/95572727@N00/211566219/
CREATE YOUR CAMPAIGN
18

19. CREATING A CAMPAIGN
 Determine goals and time frame.
 Define your audience.
 Define and allocate resources.
 Create simple, engaging ad or campaign.
 Provide call to action and destination.
 Monitor and tweak if necessary.
 Evaluate.
19

20. KEY COMPONENTS
20

21. KEY COMPONENTS OF ALL
CAMPAIGNS
o Understand the channels
o Set goals and define related strategy
o Capture usable data
o Measure results
o Listen and learn
21

22. UNDERSTAND THE CHANNELS
o Facebook: Visual and message-based platform
• Gain likes and comments
o Twitter: Single message platform
• Drive news and share content
o LinkedIn: Professional networking platform
• Professional or educational, recruiting
22

23. UNDERSTAND THE CHANNELS
o Search Engines: Content search platform
• People are looking for an answer – make your
site be their answer.
o Blogs: Message-based platform
• Provide valuable/helpful information, tell the
brand’s stories, demonstrate thought leadership.
o Email Marketing: Message-based platform
• Send out requested information and updates to
customers/investors/leads.
23

24. SET GOALS
Set MEASURABLE goals that prove VALUE.
EXAMPLES OF GOALS:
o Drive purchases
o Increase visibility or sharing
o Growth of following
o Connect with more customers
o Lead generation
o Capture target audience data
o Increase positive sentiment
24

25. CAPTURE DATA
To understand your customers and
effectiveness, you need to know who
they are.
o Where did they come from?
o Where are they located?
o What are their interests?
o What are they looking at?
o Why are they here?
25

26. CAPTURE DATA
o HOW TO CAPTURE DATA?
o Email forms
o Google Analytics
o Social platform advertising
o Third-party management and analytic
platforms
• HootSuite
• TweetDeck
• SproutSocial
26

27. DATA: GOOGLE ANALYTICS
27

28. DATA: GOOGLE ANALYTICS
(MOBILE TRAFFIC)
28

29. DATA: SYSOMOS (TWITTER)
29

30. DATA: AUDIENCE & PRODUCT
MENTIONS
30

31. DATA: MESSAGES & KEYWORDS
31

32. MEASURING SUCCESS
WHAT DOES SUCCESS LOOK LIKE?
o Conversions (sales and revenue)
o Increased site traffic and more pageviews
o More customer engagement with brand and/or
peers
o Increase in positive conversation online
32

33. LEARNING NEVER STOPS
o Social media is constantly evolving and
changing every day.
o Listening is critical: What do your customers
want?
o As your following grows, you will see what
they like and don’t like through their
interaction.
o No two days or situations are the same.
33

34. QUESTIONS &
DISCUSSION

35. PHOTO CREDITS
o Slide 3 – Social media landscape, Buddy Media:
http://www.businessinsider.com/social-media-marketing-landscape-
complicated-2012-5
o Slide 7 – Advertising: http://www.gabrielworks.com/services/internet-
advertising/
o Slide 12 – Marketing:
http://www.seevirtualrealestate.com/marketing/customer-reviews/
o Slide 18 – Building blocks: http://www.emmawaltonhamilton.com/the-
building-blocks-of-plot-or-dramatic-arc/
o Slide 20 – Keys: http://www.locksmiths-phoenix.com/Locksmith_Service.html
35

36. JULI PETERSON
EMAIL: JPETERSON@IDENTITYPR.COM
WEBSITE: IDENTITYPR.COM
TWITTER: @JULIENNECARROTS