Social media advertising #SMBClub The Social Media Business Club 18 Dec 2013

2. Social Media Advertising – An Overview
A Bit About The Social Media Business Club…..
The Social Media Business Club’s mission is: -
Helping businesses and individuals
gain the maximum benefit from social
media through collaboration,
knowledge, skills and access
to the industry’s excellence.

3. Social Media Advertising – An Overview
A Bit About The Social Media Business Club…..
The Social Media Business Club’s focus is: -
Enabling businesses to do better
business by bringing social media
to the heart of their culture.

4. Social Media Advertising – An Overview
A Bit About The Social Media Business Club…..
The Social Media Business Club will meet here in London every third
Wednesday of the month.
There will also be #SMBClub events in
Bristol, Birmingham, Manchester, Leeds and Nottingham through 2014.
Top speakers from the specialist areas of social media business and
social media marketing.
At the events we are focusing on three things –
Quality networking | learning from top speakers and each
other | Fun and club team building.

5. Social Media Advertising – An Overview
A Bit About The Social Media Business Club…..
A wide range of sites and tools to help you in your business.
At the end of 2014 we will be holding a focused exhibition
here in London.
Membership packages with tangible benefits that will help
your business.

6. Social Media Advertising – An Overview
A Bit About The Social Media Business Club…..
On The Social Media Business Club LinkedIn, Facebook, Google
+, Twitter, blogs and portal sites you will find:
The Social Media Business Club Buzz.
Social media events listings.
Free social media Business Suppliers Directory.
Helpful how to, posts, blogs, tips and hints.

7. Social Media Advertising – An Overview
A Bit About The Social Media Business Club…..
A place to post and bid on social media business and marketing projects.
The social media business / marketing projects site has a mobile app
too.
Social media business / marketing jobs.
A host of training from sponsors, members and suppliers

8. Social Media Advertising – An Overview
Social media and how it fits into the marketing mix?…….
Social media is part of the
marketing mix and needs to be
mixed relevant to your target
market.
Social Media Advertising is one
tool in the social media mix and
should be mixed appropriately.

9. Social Media Advertising – An Overview
Social media and how it fits into the marketing mix?…….
Why use social media?
What are you looking to
achieve?
Who is your target audience?

10. Social Media Advertising – An Overview
Social media and how it fits into the marketing mix?…….
What is the theme for the
campaign activity?
What are the social media
channels and tactics?

11. Social Media Advertising – An Overview
Social media and how it fits into the marketing mix?…….
Although the campaign featured
prominently in offline media,
including newspapers, outdoor
advertising and local radio,
what really stood out was the
use of online media, especially
social media via YouTube and
the excellent video and song.

12. Social Media Advertising – An Overview
Social media and how it fits into the marketing mix?…….
This campaign used
(newspaper, outdoor
advertising), owned (website,
mobile app) and earned
(Tumblr, YouTube video, song)
media can be used together in
an integrated way

13. Social Media Advertising – An Overview
Social media advertising, the early days…….
In the early days a social media campaign
meant letting people know you were on
Facebook.
Over the past few years, this has changed.
Today social campaigns meet and sometimes
even exceed their traditional forms of online
advertising.

14. Social Media Advertising – An Overview
Social media advertising, the early days…….
The evidence suggests eMarketer that brands
can profit from well-executed social
campaigns
A 2012 study by Millward-Brown showed a
direct correlation between a company's success
and how well it uses social media.

15. Social Media Advertising – An Overview
Social media advertising ecosystem – an overview…….
Social networks like
Facebook,Twitter & others are
frequented by millions of
consumers. The ad products
offer targeting by a number of
variables such as
demographics, social
connections, interests, and
habits.

16. Social Media Advertising – An Overview
Social media advertising ecosystem – an overview…….
Research from BI Intelligence
shows increase in social
media ads on Facebook and
Twitter, with Tumblr as an
emerging as an ad medium.
Mobile is an important part of
this story as mobile-friendly and
native ad formats fuel growth in
the market.

17. Social Media Advertising – An Overview
Social media advertising ecosystem – an overview…….
The lure of social media
advertising is massive and is
set to explode.
Increased mobile integration is
a huge growth driver.

18. Social Media Advertising – An Overview
Social media advertising ecosystem – an overview…….
Pay Per Click (PPC) advertising
This is the most common paid method for
boosting visibility online.
PPC promotes content online that attracts clicks
from users—when a user clicks on the ad, the
marketer pays per click.
There are two types of PPC ads: search and
content.

19. Social Media Advertising – An Overview
Social media advertising ecosystem – an overview…….
Search PPC
This requires the marketer to select specific
Keywords.
The most common ad exchange is Google
Adwords, but there are many others including
Bing Ads by Microsoft.
You must pay each time an ad is
clicked - Keyword selection is key.

20. Social Media Advertising – An Overview
Social media advertising ecosystem – an overview…….
Search PPC
Traditionally, paid ads often drive to
a company’s product page or e-commerce site,
paid social advertising tends to promote
content.
Why does this work? Readers are more
inclined to click on useful or informative
content over blatant promotions.

21. Social Media Advertising – An Overview
Social media advertising ecosystem – an overview…….
Content PPC
Ads appear as content on sites, often
underneath similar articles.
Many different ad networks have harnessed
content PPC such as Outbrain, Gravity, Clicksor,
And OneSpot.

22. Social Media Advertising – An Overview
Social media advertising ecosystem – Facebook…….
Promoted Post
Sponsored Stories
Domain Ad
Page Post Ad

23. Social Media Advertising – An Overview
Social media advertising ecosystem – Facebook…….
Facebook - users love interactive content. Innovative methods for
visual content distribution such as contests fuel engagement on
Facebook.
1.5. billion monthly users has led to 67% of B2C companies and 41%
of B2B companies acquiring a customer from Facebook.
In 2013 74% of all marketers indicated that Facebook is the most
important channel for their social lead generation plan.

24. Social Media Advertising – An Overview
Social media advertising ecosystem – Twitter…….
Promoted Tweets
Promoted Trends
Promoted Accounts

25. Social Media Advertising – An Overview
Social media advertising ecosystem – Twitter…….
Twitter - 69% of B2C marketers and 80% of B2B marketers use
Twitter to distribute content, in 2013.
Consider tweeting out content that lives on your website or blog in
order to drive traffic back to your site.
You should balance between links to content and conversational
tweets.

26. Social Media Advertising – An Overview
Social media advertising ecosystem – LinkedIn…….
Sponsored Updates
Display Advertising
Sponsored InMail
B2B LinkedIn advertising article on B2B Magazine website

27. Social Media Advertising – An Overview
Social media advertising ecosystem – LinkedIn…….
LinkedIn - Create your own LinkedIn group.
Share relevant, interesting content in other LinkedIn groups.
On your company page, target specific updates to certain Linkedin
members by role, industry, and company size.
Always engage. Reply to all likes, comments and discussions.

28. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
Pinterest - Image-driven social platform that has 30 million unique
monthly visitors.
Add social buttons to your site. This will provide more opportunities for
audience engagement with your content.

29. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
Pin images that link back to your site. The purpose of Pinterest is to
engage users through visual content, so choose enticing images in
order to drive traffic to your site.
Include rich descriptions along with your pins for SEO purposes.
Consider discoverability when pinning content and use accurate
descriptors to simplify search. Keep SEO in mind!

30. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
Google Plus – is second only to Facebook for the largest active
follower-base.
This massive network makes Google + a must choice for additional
content distribution.

31. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
Posting on Google + can result in improved search results on Google.
The use of the +1 button on your website can generate 3.5x more
Google+ visits than sites without. (Hubspot).

32. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
YouTube - Upload all video assets. This will increase the chances of
your content being found and shared.
Give your videos searchable descriptions and tags.
Vary your content. Include how-to, case study, conference and event
footage, and interview videos.

33. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
Include your website url in the video description to increase visits to
your website.
Embed your videos on your own website to make them more
discoverable and create a richer experience.

34. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
Slideshare – Has about 60 million monthly visitors.
People do judge a presentation by its cover, make sure
your title slide is easy to read and visually interesting.
Appeal to your audiences’ interests
Optimise your Slideshare for SEO by including keyword-rich titles.

35. Social Media Advertising – An Overview
Social media advertising ecosystem – Pinterest, Google + 1 and others…….
Promote your presentations across multiple social channels and your
blog.
Repurpose your white papers and guides into Slideshare
presentations.

36. Social Media Advertising – An Overview
Social media advertising best practice?…….
Set your advertising goals first.
Create both daily and lifetime
budgets for your campaigns.
Research the social advertising
platforms.
Fit your social ad campaigns in
the context of each other.

37. Social Media Advertising – An Overview
Social media advertising best practice?…….
Match available targeting
options with your advertising
objectives.
Test, test, test.
Automate wherever possible.
Don't forget about time of day
and scheduling.

38. Social Media Advertising – An Overview
Social media advertising best practice?…….
Determine the metrics that will
best represent your campaign
status.
Set regular meetings to analyse
metrics.

39. Social Media Advertising – An Overview
The Psychology of Sharing - Posts and updates are also a form of advertising…….
Your updates to your brand footprint
can be shared - Friends, followers,
groups and so on are in effect a
valuable source of endorsed
advertising.
More about them than you, but the
message needs to be very subtle.

40. Social Media Advertising – An Overview
The Psychology of Sharing - Posts and updates are also a form of advertising…….
Don’t advertise directly
Create something entertaining
Build on what works
Be genuine
Be quick

41. Social Media Advertising – An Overview
The Psychology of Sharing - Posts and updates are also a form of advertising…….
Be open
Interact with the audience.
Utilise all of your available
tools.
Learn what your customers
want.

42. Social Media Advertising – An Overview
Social media – what should I measure?…….
There are many ways to measure
ranging from ROE to ROI.
The important thing is that you have
realistic measures set against your
objectives for the campaign.

43. Social Media Advertising – An Overview
Social media – what should I measure?…….
The following are a few to consider.
Likes, +1s, shares, retweets and
comments.
Conversations, mentions on the posts.
Reach and how viral.
Click-through rate from
social content.

44. Social Media Advertising – An Overview
Social media – what should I measure?…….
The following are a few to consider.
Traffic through to campaign landing
pages within your website.
Conversion rate –
No of enquiries,
No of leads generated from enquiries
Sales/revenue attributed to social

45. Social Media Advertising – An Overview!
Thank you for your time and if you wish to ask further questions you can
contact me or view The social Media Business Club sites through any of the
following and find:
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The Social Media Business Club Buzz
Social media events listings
Free social media Business Suppliers Directory
Helpful how to, posts, blogs, tips and hints
A place to post and bid on social media business and marketing projects
Social media business / marketing jobs
A host of training from sponsors, members and suppliers
The membership packages with all the privileges and benefits …………
www.socialmediabusiness.uk.com
www.socialmediastrategy.org.uk
www.socialmediamarketing.eu.com
www.twitter.com/smm_uk
http://www.linkedin.com/groups/Social-Media-Business-Club-3070640
https://www.facebook.com/socialmediabusinessuk
https://plus.google.com/u/0/b/113926515713692730521/113926515713692730521/posts