social media advertising

Social Media Advertising

Week #7March 12, 2014

Utica CollegePRL 408: Social MediaThomas Armitage

In today’s lesson…

What is advertising? Advertising vs PR Social media marketing Handles vs posts Google AdWords Facebook ads LinkedIn ads Twitter ads YouTube ads Other platforms Software Trends

Past week’s articles

Chapter 18 in The New Rules of Marketing and PR on Instagram and photo sharing apps

“5 Social Media Advertising Trends to Watch for in 2014” - http://bit.ly/MSelf9

What is advertising?

(Curtis, 2013)

Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.

Social media marketing

Growing organically can be slow Fast results Tap new, targeted audiences Inexpensive compared to mass media Trackable

Handle vs Post

Facts

(Boies, 2013)

Google AdWords

 500 million searches each day $10.86 billion in ad revenue last

quarter PPC model

(Goodwin, 2011)

Google AdWords

Google AdWords

(Miller, 2012)

Facebook ads

50% of active users log on every day 30 billion pieces of content each

month Inexpensive Great targeting features

(Odden, 2010)

Facebook ads

Facebook ads

Facebook ads

Twitter ads

Drive users off Twitter Potentially cheapest option Build an audience and keep it Limited insight

(Slagen, 2012)

Twitter ads

Twitter ads

Twitter ads

LinkedIn ads

Professionals, B2B and/or recruitment Create many variations Highly specific targeting CPM or CPC pricing models Potentially most expensive

(Odden, 2010)

LinkedIn ads

XXX

LinkedIn ads

LinkedIn ads

YouTube Ads

1 billion unique visitors per month 2nd most popular search engine Multiple formats More detailed messages

(Odden, 2010)

YouTube Ads

YouTube Ads

YouTube Ads

YouTube Ads

Best YouTube ads entertain Tell stories Be short and sweet

Other platforms

Which is best?

Goal Traffic Brand exposure Engagement

Budget

Target

(Smith, 2013)

Software

AdRoll Unified Social ArgyleSocial KISSMetrics FollowerWonk

Is advertising effective?

Goal: obtain targeted Twitter followers

$10,000 budget 2% engagement rate, $0.50 per

follow 1,000,000 impressions 20,000 followers

Trends

Content overload Twitter ads Facebook video? Google+ ads Blurred lines

(Lee, 2013)

Next class, we will discuss…

Guest Speakers Evaluation and Measurement

To do: Read chapter 22 from the text Read articles from #UticaCollegeSM and

comment SnapChat and TvTag presenters should be

ready to present Review channels of our guest speakers…

Next class, we will discuss…

Rick Short,  Director of Marketing Communications at Indium Corporation indium.com youtube.com/user/INDIUMcorporation blogs.indium.com vine.co/u/934495255103942656 facebook.com/indium twitter.com/indiumcorp reverbnation.com/rickshort

Next class, we will discuss…

Sarah Foster, Director of Group Sales at Oneida County Tourism oneidacountytourism.com youtube.com/user/getawayregion facebook.com/oneidacountyny twitter.com/OCTevents pinterest.com/getawayregion

References

Boies, J. (2013, November 21). The guide to social media advertising. Exact Target. Retrieved on March 8, 2014 from http://www.exacttarget.com/blog/the-guide-to-social-media-advertising-infographic/

Curtis, A. (2013). What is advertising? University of North Carolina at Pembroke. Retrieved on March 8, 2014 from http://www2.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Advertising/AdvertisingWhatIsIt.html

Goodwin, D. (2011, April 21). Top Google result gets 36.4% of clicks. Search Engine Watch. Retrieved on March 8, 2014 from http://searchenginewatch.com/article/2049695/Top-Google-Result-Gets-36.4-of-Clicks-Study

Kim, L. (2012, July 17). The war on ‘free’ clicks: think nobody clicks on Google Ads? Think again! Wordstream. Retrieved on March 8, 2014 from http://www.wordstream.com/blog/ws/2012/07/17/google-advertising

Lee, J. (2013, December 30). 5 social media advertising trends to watch for in 2014. Search Engine Watch. http://searchenginewatch.com/article/2320367/5-Social-Media-Advertising-Trends-to-Watch-for-in-2014

Miller, M. (2012, October 10). 53% of organic search clicks go to first link. Search Engine Watch. Retrieved on March 8, 2014 from http://searchenginewatch.com/article/2215868/53-of-Organic-Search-Clicks-Go-to-First-Link-Study

Odden, L. (2010). Getting started social media advertising on Facebook, YouTube & LinkedIn. Top Ranked Blog. Retrieved on March 8, 2014 from http://www.toprankblog.com/2010/12/social-media-advertising-tips/

Parker, P. (2012, October 25). Google bringing in more than $100 million per day via AdWords. Search Engine Land. Retrieved on March 8, 2014 from http://searchengineland.com/google-bringing-in-100-millionday-via-adwords-says-study-137583

Slagen, D. (2012, April 16). The pros & cons of Twitter advertising for small business. Inbound Hub. Retrieved on March 8, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/32354/The-Pros-Cons-of-Twitter-Advertising-for-Small-Business.aspx

Smith, B. (2013, August 9). How to choose the most effective social media platform for your brand. Social Media Today. Retrieved on March 8, 2014 from http://socialmediatoday.com/brianna5mith/1648356/how-choose-most-effective-social-media-platform-your-brand