Pay To Play: Using Social Media Ads to Reach Goals #SoMeT14US
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Pay To Play: Using Social Media Ads to Reach Goals was created and presented by FSC Interactive at the 2014 Social Media Tourism Symposium (SoMeT14US) in Nashville, TN. This presentation will provide an overview of Facebook, Twitter, and Pinterest advertising options by showcasing real-life examples from the New Orleans Tourism accounts with goals, metrics, and case studies to support the results. It is a great resource for destination and tourism businesses.
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Pay To Play: Using Social Media Ads to Reach Goals #SoMeT14US
- 1. PAY TO PLAY: USING SOCIAL MEDIA ADS TO REACH GOALS #SoMeT14US – Nashville, TN
- 2. FSC Interactive Online and Interactive Marketing Agency located in New Orleans, La. Specializes in Social Media Strategy, Paid Search Campaigns, and SEO Specializes in a number of diverse industries, including Hospitality and Tourism Clients include New Orleans Tourism Marketing Corporation, New Orleans CVB, and Zatarain’s
- 3. Kate Stroh • Empowerment and Web Projects Manager at FSC Interactive • North Dakota girl trying to conquer the South one day at a time • Attended the University of North Dakota • Loves: Traveling (especially to the beach, any beach), daydreaming about Pinterest meals and crafts, running, and playing soccer
- 5. The Four C’s of Social Media Content Consistency Customization Community • Content is king • Provide value • Be authentic • Don’t contribute to noise • Consistency is better than rare moments of greatness • Do not start and stop • Posting/engaging should occur daily • Customization is necessary • Set yourself apart • Community is success • Identify your audience • Build your community
- 6. Content is king … but what if no one is seeing it?
- 7. Organic Reach Stats Only 33% of Americans have followed a brand on social media Facebook: Fan reach has dropped to 6.51% per post Twitter: Organically reach 30% of your Followers in a given week Pinterest: The average number of Repins is only 10
- 8. Content Lifecycle We believe in making our content work overtime. We work overtime to give it our all, so why should we expect any less? The following outlines FSC Interactive’s approach to the content lifecycle: Start with an authentic glimpse of something unique to New Orleans that FSC team members catch while out on the street creating content. Publish that photo on FSC partners’ websites to generate fresh, relevant content, excellent links, and boosted SEO. Seek conversations and opportunities to share and interact with existing or potential community members to provide information and serve as a resource for New Orleans Tourism. Post to Facebook or other social channels as relevant to the persona to encourage engagement. Post to Pinterest, linking back to a website in order to drive traffic to the site, increase inbound links, and encourage sharing. Provide the photo to our paid and earned media partners (360i and Search Influence) to spread the content to additional outlets.
- 10. Goals • I want an average cost per click of $1.25. • I want to increase visitation to my website by 7%. • I want an average click-through rate of 1.25%.
- 12. Who is your audience? Age, gender, location How do they talk to you? How do they talk to each other? Where are they spending time?
- 14. What (and who) are your resources? In-house vs. outsourced Team size Available time Accountability
- 15. Facebook
- 16. Facebook Ad Strategy Visit New Orleans (New Orleans Tourism Marketing Corp): Follow Your Joy Holiday Marketing Campaign Goal: Support and complement the traditional media buy in key drive markets as well as fly markets
- 17. Facebook - Types of Ads Clicks to Website Website Conversions Page Post Engagement Page Likes Video Views App Engagement Local Awareness Event Responses Offer Claims App Installs
- 18. Facebook – Targeting Options Location Age Gender More Demographics Interests 13-65+ Behaviors Connections Custom Audiences
- 19. Facebook – Targeting Options Travel All Frequent Travelers Business Travelers Family Vacations Leisure Travelers Personal Travelers (INTL) Personal Travelers (US) Planning to Travel Intender (Any Destination)
- 20. Follow Your Joy – Ad Samples
- 23. Twitter Ad Strategy New Orleans Convention & Visitors Bureau: Meeting Professionals Twitter Campaign Goal: Build a larger Twitter community focused on meeting planners
- 24. Twitter - Types of Ads Followers Website Clicks or Conversion Tweet Engagements App Installs or Engagements Leads on Twitter Custom
- 25. Twitter – Targeting Options Language Television Lookalikes Interests Keywords @ Search Handles Location Mobile Gender Followers Tailored
- 26. Meeting Planner Tweets – Ad Samples
- 27. $ 256,609 impressions 1,809 interactions .71% average engagement rate $1.05 average cost
- 28. • Now in beta • Only available to select users • Social Media Search Engine
- 29. • Paid ad • Cost per click (CPC) • Optimize • Rules
- 30. Promoted Pin Targeting Options Keywords Categories Location Language Device Gender
- 31. GoNOLA Pinterest Organic Pin Traffic Jan 2014 through Oct 2014 8,455 visitors 5,401 daily impressions 179,460 monthly viewers Can you imagine what would happen if we put a little money behind those Pins?
- 32. GoNOLA Promoted Pin Example Targeting: Keywords > Mardi Gras, Super Krewe, New Orleans Categories > Holidays and Events, Travel Location > Drive and fly markets (i.e. Louisiana, Texas, Mississippi, Florida, Georgia) Language > not specified Device > not specified Gender > Men and Women
- 34. Social Media Strategy Create good content Optimize for organic distribution Boost through targeted, paid ads with clear goals and proper targeting
- 36. Questions? E-mail: info@fscinteractive.com Facebook: www.facebook.com/fscinteractive Twitter: www.twitter.com/fscinteractive Get More Slides: http://www.slideshare.net/fscnola
Notas do Editor
- Intro to presentation: As you know, organic reach on social media is no longer guaranteed. With that on the table, it’s important to understand and develop advertising strategies on social media to help attain goals. That’s why you have to PAY TO PLAY…
- Introduction of the FSC team/who we are: Founded in 2009 by McKenzie Coco We just celebrated our 5 year anniversary (last week) --- Specialize in SoMe, Paid Search Campaigns and SEO; we’ve also recently added Web Design to our line of services --- We’ve won multiple awards for our work including the Prestigious Adrian Award , which honors travel advertising, digital marketing, public relations excellence.
- I’ll always be a North Dakota girl, home is home. But there is no place I’d rather be than the South!
- It has become increasingly more important to have a social media presence. So the question becomes not whether we should or shouldn’t take the time to be on social media, it’s how well are we going to do it?
- At FSC we use something we like to call the “Four C’s of Social Media” – no matter what channels you use, these four things will help keep you on track. Content + give your audience a reason to follow you + be honest and true, people want to know your brand (that you) are REAL + be a part of the conversation, don’t add to the noise --- Consistency + create a schedule and stick to it, you won’t create a loyal following without putting in the regular effort --- Customization + showcase how you are unique and different from others like you EX: Something that’s unique to New Orleans is that we have 3 entities that target similar but different audiences. Generally, each city has 1 entity that targets everyone from meeting planners to leisure travelers. Our role as their online marketing agency, is to customize and differentiate the content, for leisure and meeting planners, to suit the needs of each entity and their different audiences. --- Community + know WHO you are trying to attract, know WHAT they engage with, know WHAT their interests are + create brand loyalty in order to gain brand advocates
- As I mentioned: Content is king… but what is no one is seeing it? *Photo sourced from Pando Daily online source
- Organic reach is no longer guaranteed. Not only are you not reaching your entire audience anymore, but you also have to consider how to get in front of the people who aren’t currently connected to your brand. --- Facebook Reach could be anywhere from 2-45%, it is more likely that you’ll Reach between 6-10% of your audience [per post] Although there is dispute about the actual average reach, the important thing to know is that more than likely you aren’t reaching even 10%. NOTE: The reason that Facebook has changed the way they are showing content is due to the fact that for so long marketers had been using this tool to reach their audience for FREE. Now with EdgeRank, users will be getting a more personal experience while using the social platform instead of large amounts of promotion content. Twitter says you can get 30% organic reach, meaning you aren’t reaching 70% of your audience that you worked so hard to get. It is recommended that you rephrase and repurpose content 1-2x to reach more of Followers. Pinterest says that on average, your Pin receives 10 Repins We all know that for all social media, organic reach is based on your community and timing of daily posting. --- How do you plan to get in front of your audience if your content isn’t being shown? Engage: Of the 270K Fans on Facebook, how many fans weekly do you think the Visit New Orleans account reaches? 6% = 16,200 Fans daily, before advertising. With the implementation of a large ad strategy, VNO saw a huge spike in Post Reach within a week. For instance, Total Page Likes were up 4.2% and New Page Likes were up 269.7% while Post Reach increased by 500+%.
- At FSC, we like to make our content work over-time. We work hard, so we want our content to work hard! Here’s how we view social media distribution: Start with an authentic glimpse at something {Instagram} Publish on partner website to create fresh and relevant content for SEO {blogging} Seek conversations and opportunities to interact with community members {Twitter} Post to additional social media channels to encourage engagement {Facebook} Post to Pinterest and link it back to website Use photo in paid search as well as share with media partners to spread to additional outlets. Even though your content is optimized and working over-time across each of the channels, you need to understand the importance of how a paid ad strategy can help to extend the content lifecycle.
- You have the content. Now you need a plan. First step in creating a plan and executing it successfully is by defining goals.
- Whenever you’re planning your social media strategy, it is most important to have SMART goals. Just like with any other facet of your marketing plan, social media needs to have a strategy behind it starting with goals that are Specific Measurable Attainable Realistic and Time-bound. It’s important to keep KPIs [key performance indicators] in mind when setting your goals – how are you going to measure success? Fan growth? # of overall engagement? # of website clicks or visits? For example: The average CTR on Facebook is less than .1 %; when targeted properly, you can achieve a CTR of anywhere from 1-3%
- In addition to goals, it is important to understand WHO your audience is. Where are they spending time? Is it worth spending money on Facebook, Twitter or Pinterest? Is it worth the money you spend to actually achieve your goals? Knowing who and where your audience spends their time is key.
- It’s important to know more than just who they are based on demographics but where are they spending time and HOW are they spending their time. Social networks are making it easy by providing you with analytics tools to help you better understand who your audience REALLY is and how they want to be engaged. Age, gender, location = 20-30 or 40-55? men and women? 50 mile radius or International? How do they talk to you = do they ask Qs? Do they comment or reply regularly? How do they talk to each other = do they provide information to one another or are they mostly engaging with your brand? On Twitter, are they using hashtags in conversation? Are influencers participating in chats? What is the tone – casual or formal? Time spent = which of your social networks has the largest following? Are they engaging on one network more than others? Each of the social networks (and various other online resources) have analytics tools to help check your KPIs. Facebook Knowledge Graphic Twitter Analytics Pinterest Analytics Google Analytics *There are so many targeting options, you can really pin-point who your audience is to make sure you are getting the results you want for the least amount of money.
- Social media requires resources beyond financial. Make sure you have the time and staff to fully commit to your social presence in order to be effective. NOTE: It won’t benefit you to put money into a targeted ad campaign if you aren't planning to support your social presence with regular posting and regular return interaction with your Fans.
- It’s just as important to know WHO is going to be doing this and HOW, as it is to understand WHY. In order to achieve the SMART goals you set, you need to commit human resources and time. It requires much more involvement then setting it and forgetting it. In-house vs. outsourced – do you have an in-house team that is managing the social presence or are you using resources outside of your company? If so, do you have all of the pieces and parts to run a successful ad campaign? Team size – do you have 1 or 3 people community managing your account? Available time – realistically, does your team have ample time to allocate towards the social presence management? Or does the individual in charge of the social channels wear multiple hats within your organization and doesn’t have the proper time to allocate towards maintaining the presence? Accountability – you need a way to maintain accountability, who is responsible for what? Have you clearly defined the role(s) of your team so that everyone is aware of what they are responsible for? Do you have a checks and balances system to make sure all necessary parties have been involved in planning, creative, maintenance?
- Now that we’ve explored the importance of strategy, let’s talk specifics of advertising on each of the social media channels. In the following slides, I’m going to share specific examples from past or recent marketing campaigns that my agency has run with our partners and clients. Facebook
- Follow Your Joy 2013 Holiday Marketing Campaign for NO Tourism Marketing Corp {Visit New Orleans} – Entirely leisure focused, with an audience of anyone who is planning on visiting New Orleans, regardless of purpose. Anyone who is coming to the city that is going to have to eat, drink, or be entertained are the target demographics for this group. The goal was to support and compliment the traditional media buy in key drive and fly markets. During the holiday season, our partner agency, 360i, had TV spots running and we wanted to amplify the media spend.
- Here’s where goal setting will come into play. It’s important to select the proper ad type for your campaign to make sure that you are getting the best results for your desired outcome. Facebook ad targeting gives you 10 different options to choose from. Clicks to Website: create ads that drive traffic to your website Website Conversions: Create ads to promote specific actions for people to take on your website. You’ll need to use a conversion-tracking pixel to measure your results With ads that lead to your website, you’ll want to include a CTA button such as SHOP NOW, BOOK NOW, LEARN MORE to drive more results Page Post Engagement: Create ads that boost your posts and increase likes, comments, shares, video plays and photo views Page Likes: create ads that build your audience on Facebook App Installs: Create ads to encourage people to install your app App Engagement: create ads that generate more activity on your app Event Responses: create ads to promote your event Offer Claims: create ads to promote offers you created. You’ll need to use an offer you’ve created on Facebook OR can create a new one through the ads builder NEW- Local Awareness: takes your location and pin-points a defined geo-targeted area (your next door neighbors) NEW- Video Views: Create ads that get more people to view a video Good way to support a 60 sec TV spot is with a 15-30 sec video ad on Facebook to reinforce and increase frequency of reaching desired target audience. Specifically for this campaign, we selected ads that linked outside of Facebook and drove traffic directly to the Follow Your Joy campaign within neworleansonline.com. As FSC rule of thumb is to have 4 Ads in an ad set, Facebook will optimize and promote those that perform best [48 hours to test]
- Not only is it important to select the right type of ad, but to pick the most appropriate target audience for your desired goal. There is an unlimited number of ways to TARGET for your perfect audience. You will need to be specific in your goal setting to be able to make the right selections during targeting. Such targeting options include the following: Location By country, by state, by city 10+, 25+, 50+ miles within area Age All ages (13-65+) or defined (25-35) Gender Men, Women, or both More Demographics Financial, Education, Relationship status, Family status, Income, etc. Interests Endless Behaviors Purchase types, Mobile device user, Residential type, even TRAVEL Connections Friends of Fans, Only people not connected to page Custom Audiences Email database list Why would we use? For a loyalty push – you are targeting people who have already engaged with your brand
- Behaviors > Travel > Specifically for destination and tourism, this feature comes in handy. You can target frequent travelers, business travelers, personal travelers, leisure travelers and even those PLANNING to traveling For the FYJ campaign, we were targeting key drive and fly market states including: Louisiana, Mississippi, Texas, Florida, Wisconsin, New York and more.
- These are example ads from the FYJ Holiday Marketing campaign. They are very authentic to New Orleans. The headlines and text are different, but they are both leading to the same place on the website Going for Likes Promoting the overall FYJ campaign (not a clear CTA)
- With the short (2 month) timeframe [end of October 2013 through beginning of December, selected to center on the Holiday season], we saw the following results: 1 M impressions 21,700 clicks to the website $0.30 CPC NOTE: The average cost per click for ads that drive traffic outside of Facebook is actually just over a dollar at $1.08. Our cost per click was only $0.30. And, again, the average CTR of Facebook ads is less than 0.1% - these ads had a CTR of over 1.34%. Budget: will vary based on your goals and audience. Depending on how many people you want to reach, look at the audience gauge to determine if you are too broad or specific with your demographics. Ex. 1,000 New Likes + Average CPL @ $0.30 = $300
- Next, let’s discuss Twitter.
- The objective of the New Orleans Convention and Visitors Bureau is to help bring meetings of all sizes to New Orleans, including conventions and group travel. Their primary focus is on meeting planners and meeting attendees. The goal of this campaign is to build a larger Twitter community focused on meeting planners. The ads are still running, so these are working results. Because of their focus, the NOCVB knows that meeting professionals are talking about planning on Twitter. With their focus on meetings, and not leisure, it made sense for us to be part of the conversation and get in front of these meeting individuals while they are in the talking and planning stage.
- Twitter is no different from Facebook when selecting a campaign – you need to define your goals, choose a target audience, and strategically set yourself up for success when making a decision about the type of ad you want to run. There are 6 different types of ads available on Twitter: Grow Followers: help you to build an engaged, connected audience Website Clicks or Conversions: help you to drive qualified traffic to your website Tweet Engagements: help you to increase engagement with your Tweets App Installs or Engagements: help to boost app installs and engagements with the ability to open your mobile app directly from your Tweets Leads on Twitter: help to generate leads through a custom email database, drive business forward with people who’ve expressed an interested in your product or services Custom: For this particular campaign, the CVB was going for Follower Acquisition.
- There may be fewer ad choices, but the targeting isn’t limited. Language: target people with specific language messaging Television: audience that engages with or Tweets about a specific television programming Lookalike: target people that are similar to your audience based on similarities related to behaviors, interested, location, demographic attributes and engagement patterns Interests: choose audience based on their passions, over 350 interest categories [great for broad targeting] Keywords: target people using specific keywords Search: target people searching for specific keywords Handles: target people that are connected to other Twitter handles Location: target people based on a geographic area Mobile: target based on the type of device the user is using Gender: target specific messaging to men or women Followers: target those with specific interests or similar to followers of specific accounts Tailored: target using your own CRM list Like any Follower Acquisition campaign, it’s important to put yourself in your target audience’s mindset. Specific to the NOCVB campaign, our team asked themselves, “What accounts do meeting planners follow and what information do they need?” They determined the best way to answer these questions were to conduct research around users having conversations using #meetingprofs and #eventprofs hashtags. FSC recommends to test several sets of copy. Then optimize those that perform best and discard those that don’t. You’ll want to have 3 to 5 tweets per campaign, so be creative and include industry trends and relative local happenings in your ad copy.
- With these ads, our messaging was targeted to people using #meetingprofs and #eventprofs in their Tweets or engaging with them.
- The campaign was started in September 2014, and is still running. But here’s the breakdown for the first few months of the campaign: 257K Impressions 1,809 Interactions [RTs, Replies and Favorites] .71% Average Engagement Rate $1.05 Average Cost Per Follower Budget: A follower, according to Twitter costs $1-2. If you are looking to get a certain amount of New Followers, budget accordingly.
- Pinterest hasn’t rolled out promoted pins to the masses, yet. It’s currently in beta and only available to certain business account holders in the United States. But hold tight, because it’s coming. And it’ll be important to know the facts!
- A promoted pin is a paid ad on Pinterest So when do I pay you ask? Only when someone clicks through the pin to your website. Keep in mind, this is a bidding system. You will have to set the amount you are willing to spend per click. Monitor and adjust campaigns as they are running, to optimize for a more qualified audience Like all social media advertising, there are rules to keep the user experience top notch for consumers. So your promoted pins must follow these guidelines in order to comply with the rules: No promotional information, CTAs, service claims, price listings or deceptive content on the pin image Ad must be accurate and lead to a relevant landing page with no signup requests Simple enough, right?
- Unlike Facebook and Twitter, Pinterest doesn’t give you the option to select different ad types. There is only one kind = a Promoted Pin So select your Pin and begin… Several ways to target your audience: Search keywords or phrase > Example: Are you promoting a city or travel? Include that in your search term. Step into the mind of the consumer (aka Pinner), think about how they would search for information? It could be different from how they search on a search engine like Google or different when using a mobile device By categories > Such as Travel, Food and Drink, Weddings, Art, Popular, Everything, etc. Select location, language, device or gender Pinterest users are primarily Women, but the number of Men on this social network is increasing. Think about your target demographic, are they likely to search from mobile only or are they across all devices? Look at Pinterest Analytics to see the type of Pins your community likes. i.e. Long Pins, Quotes, Recipes, etc. Tailor and diversify accordingly for what your audience is interested in.
- The GoNOLA entity’s focus is on providing a friendly guide to the city for visitors, by locals. It consists of a weekly blog and video series that highlights all of the best places to eat, drink, shop and play in New Orleans. The main goal for their Pinterest presence is to create brand awareness and drive traffic back to the GoNOLA website. Here are the results of organic pin traffic from the GoNOLA efforts so far this year: Jan-Oct 2014: 8,455 Website visits 5,401 Daily Impressions {in home feed or after a search} 180K Monthly Viewers of GoNOLA Pins {on the board, seeing them in home feed or through search} EXAMPLE: In April 2013, we pinned a photo of a crawfish recipe that continues to be a top traffic referral source to the website. Pins live on for a long time, so thing about the long-game vs. the short game. See what’s working organically to help inform your decisions about promoted pins to make them go even further!
- Example of GoNOLA Promoted Pin
- Let’s start back at the beginning….
- Create good content Optimize for organic distribution Boost through targeted, paid ads with clear goals and proper targeting Remember, it’ll help you to define clear goals for your social media ad strategy to make the most out of your efforts, both with time and money.
- Lastly, I’ll leave you with this meme… In the end, social media is all about trial and error. Develop ads and test them. Spend time getting to know your audience. All of this will help you with maintaining a successful social media presence, both organically and paid.