How to make money from paid social James Mortimer

15.07.2014

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Who I am and what I do Introduction

• Paid Social Analyst @ iCrossing

• Here to help grow paid social offering

• Based in Brighton

• Work with media & content teams

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• Fundamentals to client / agency relationship

• Some good social campaigns

• How to keep your accountants happy

• They buying cycle and paid social

What I’m going to coverToday

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(Compared to search)Advertising on social media is fairly new

Facebook ads started in 2007 (same as iPhone)

Twitter ads started 2011

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Or both?Branding or ROI?

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276 RTs

160,000 visits to blog post explaining the stunt

Lots of press coverage

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Most RT’d tweet of all time$1 billion (according to agency)

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But what will your accountant think?These are all great PR

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1. Think beyond the like – look at bottom line

2. Channels and goals aligned

3. Targeting specific to content and goals

4. Good understanding of the buying cycle

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The buying cycle

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• Paid social is really good at this

• Important to look at whole picture

• Last click is a bad idea

Awareness The buying cycle through social

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• Go on Amazon and look at the ads on your Facebook

• Targeting existing customers for up sell is good

• Compare conversion from existing customers to new ones – social adds value here

Remarketing through paid social works really wellRetention

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• Search is good because you spend X you get Y

• Harder with display

• Social is probably the hardest

• Can work though

• Paid Facebook ads for reed.co.uk work nearly as well as search ads

• Important to understand attribution process

Facebook is good at this Direct response

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• Paid social will make you money

• It’s more than a PR and branding channel

• Branding and engagement is good and paid makes this happen (but needs to be aligned with goals)

• Tailor everything (goals, content and targeting)

• Experiment!

Paid social can make you money – need to be clever Summary