how to select social networks for advertising

Paid Social

NetworkSelectionLukeAlleyVicePresident,DigitalMarketing

A N E W H O P E

#mastersocialads

@lukealley

VicePresidentofDigitalMarketing

Avalaunch Media–FullServiceDigitalMarketingFirm

BachelorsfromBYU-Idaho,MBAfromUniversityofUtah

#mastersocialads

My Life Turned Out Great

@lukealley#mastersocialads

My Life is a party


My Life is a Quirky TV Show


We Are All Going to Die


I’m the best business person on this planet


Death Star Population1,179,000

2.3 Billion Active Social Media Users (2000xthePopulationoftheDeathStar)

@lukealley

Source:wearesocial.com

#mastersocialads

Social Media Builds the Wrong Habits in Marketers - Mashable

Social Media alters your appetite – ReadersDigest

The very nature of social networks can also lend itself to trolling – lovetoknow.com

The social media pastime does not provide the brain with enough food for development – nperov.com

Social Media can "butcher" real-life conversations" – ReadersDigest


Secret Plans to save the Galaxy(socialmediagalaxy,thatis)


Which social network is best?


Where my social users at?

ActiveUsers(Millions) %ofActiveUsers

FACEBOOK 1,650 54.87%

TWITTER 550 18.29%

LINKEDIN 107 3.56%

INSTAGRAM 400 13.30%

PINTEREST 100 3.33%

SNAPCHAT 200 6.65%

@lukealley

Sources:CNBC, VentureBeat,ExpandedRamblings.com, digiday.com,adweek.com

#mastersocialads

Where my social advertisers at?

ActiveUsers(Millions) %ofActiveUsers Est. YearlyAdRev(Millions)* %ofAdRev

FACEBOOK 1,650 54.87% $27,600 78.85%

TWITTER 550 18.29% $2,868 8.19%

LINKEDIN 107 3.56% $3,715 10.61%

INSTAGRAM 400 13.30% $475 1.36%

PINTEREST 100 3.33% $300 .86%

SNAPCHAT 200 6.65% $348 .99%*Someadrevenuefrom2015andsome from2016

@lukealley

Sources:CNBC, VentureBeat,ExpandedRamblings.com, digiday.com,adweek.com

#mastersocialads

Why facebook though?%ofOnlineAdults

Source:PewResearchCenter

18- 29 30- 49 50 - 64 65+

FACEBOOK 88% 84% 72% 62%

TWITTER 36% 23% 21% 10%

LINKEDIN 34% 33% 24% 20%

INSTAGRAM 59% 33% 18% 8%

PINTEREST 36% 34% 28% 16%


Why facebook though?%ofOnlineAdults


College >$30k/year $30 - $49k $50– 75k $75k+

FACEBOOK 79% 84% 80% 75% 77%

TWITTER 29% 23% 18% 28% 30%

LINKEDIN 50% 21% 13% 32% 45%

INSTAGRAM 33% 38% 32% 32% 31%

PINTEREST 34% 30% 32% 31% 35%


Frequency of Site Usage


Three-quartersofFacebookusersandhalfofInstagramusersuseeachsitedaily

76

51

42

25

18

15

26

24

31

31

7

22

33

43

51

Facebook

Instagram

Twitter

Pinterest

LinkedIn

Daily Weekly LessOften


@lukealley

Planning Your Paid Social Ad Strategy

#mastersocialads

@lukealley

#1 Identify the Goals of Your Campaign

#mastersocialads

@lukealley

define your goals: engagement vs roiWhichMetricsDoYouUseMoreOftentoMeasuretheSuccessofSocialMedia?

56%

20.70%

15%

2.30%

2.30%

2.00%

1.70%

ENGAGEMENT

CONVERSION&REVENUE

AMPLIFICATION&BRANDAWARENESS

OTHER

CUSTOMERSERVICE

WEDON'TMEASUREPERFORMANCE

CUSTOMERSATISFACTION

Source:Simpllymeasured.com

(Likes,comments,@mentions,shares,Retweets)

(Webtraffic,goalconversions,revenue)

(Webtraffic,goalconversions,revenue)

(Responsetime,responserate,etc.)

(Sentiment, referrals,etc.)

#mastersocialads

@lukealley

#2 Identify ideal customers

#mastersocialads

@lukealley

Age

Occupation

Income

Interests

Pains

Problems

Obstacles

Habits

Likes

Dislikes

Motivations

Objections

who is your customer?

#mastersocialads

@lukealley

#3Inside scoop on competitors

#mastersocialads

@lukealley

social spying on your competitors AudienceSize

NetworkComparison

SocialIcons

FacebookPages

Visit/InteractwithSite

SubscribetoSocialChannels

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@lukealley

#4 network selection

#mastersocialads

which platforms do agencies use?

@lukealley

Source:Strata

PlatformsAgenciesareMostLikelytoUse

Facebook

YouTube

Twitter

Instagram

LinkedIn

Q12016 Q12015

102030 4050607080 90 100

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instagram vs snapchat growthInstagramandSnapchatAdRevenue

@lukealley

Source:eMarketer

0

1

2

3

4

5

6

7

8

2015 2016 2017 2018

Instagram Snapchat

#mastersocialads

b2c importance of networksHowImportantareSocialMediaNetworks?

@lukealley

57%

21%

6%

6%

5%

4%

7%

23%

40%

16%

26%

31%

13%

16%

6%

13%

22%

26%

28%

21%

25%

18%

9%

3%

4%

13%

23%

24%

16%

27%

30%

18%

18%

3%

4%

29%

16%

27%

31%

29%

67%

79%

Facebook

Twitter

LinkedIn

YouTube

Instagram

Google+

Pinterest

Tumblr

Snapchat

Critical- OurTopChannel VeryImportant Important SomewhatImportant NotImportant

Source:SocialMediaTrends2015Research,RivalIQ

#mastersocialads

@lukealley

b2B importance of networksHowImportantareSocialMediaNetworks?

21%

33%

31%

6%

5%

5%

3%

25%

36%

35%

26%

8%

14%

4%

3%

19%

21%

22%

28%

9%

23%

13%

3%

24%

7%

9%

24%

20%

30%

18%

9%

7%

11%

3%

3%

16%

58%

28%

64%

82%

91%

Facebook

Twitter

LinkedIn

YouTube

Instagram

Google+

Pinterest

Tumblr

Snapchat

Critical- OurTopChannel VeryImportant Important SomewhatImportant NotImportant

Source:SocialMediaTrends2015Research,RivalIQ

#mastersocialads

@lukealley

#5Attacking the budget

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How to determine budget between networks?

@lukealley

Source:eMarketer

#mastersocialads

1)What’salike/email/leadworthtoyou?

2)DoYourIndustryHomework

3)DetermineTargetNetworks

4)AllocateOffNetworkSplit

5)AdjustBasedonHittingCampaignGoals

Est. YearlyAdRev(Millions)* %ofAdRev

FACEBOOK $27,600 78.85%

TWITTER $2,868 8.19%

LINKEDIN $3,715 10.61%

INSTAGRAM $475 1.36%

PINTEREST $300 .86%

SNAPCHAT $348 .99%

@lukealley

#6 campaign & ad type selection

#mastersocialads

facebook’s most popular campaign types

2.56%

7.69%

10.26%

20.51%

23.08%

33.33%

41.03%

41.03%

53.85%

64.10%

69.23%

71.79%

74.36%

92.31%

HavenotusedFacebookStoreVisits

AppEngagementOfferClaims

LocalAwarenessAppInstalls

EventResponseVideoViews

PagePostEngagementLeadGenerationBrandAwareness

WebsiteConversionsPageLikes

ClickstoWebsite


facebook’s most popular ad types

5%

20.51%

23%

28%

36%

38.46%

56%

67%

71.79%

74.36%

82.05%

92%

HavenotusedFacebookProductSetDesktopAppCanvasAdsMobileApp

DynamicProductAdsLeadAdsVideoAds

CarouselAdsPhotoAds

MobileNewsFeedNewsFeedAds


linkedin’s most popular campaign types

@lukealley

34%

18%

47.37%

52.63%

HavenotusedLinkedIn

SponsoredInMail

Sponsoredcontent

TextAds

#mastersocialads

linkedin’s most popular ad types

@lukealley

34%

0%

2.63%

2.63%

5.26%

13%

15.79%

21.05%

61%

HaveNotUsedLinkedIn

Join-GroupAds

PictureYourself

RecommendationAds

JobsYouMayBeInterestedIn

FollowCompanyAds

SpotlightAds

RichMediaAds

TextAds

#mastersocialads

twitter’s most popular campaign types

@lukealley

37%

0.00%

13%

13%

16%

18.00%

24.00%

24.00%

26%

45%

63.00%

HavenotusedTwitterPromotedTrends

PromotedAccountsAppInstallsorRe-Engagements

VideoViewsAwareness

TweetEngagementsFollowers

LeadGenerationWebsiteClicksorConversions

PromotedTweets

#mastersocialads

twitter’s most popular ad types

@lukealley

43%

0.00%

3.00%

8.00%

8.00%

16%

27.00%

35%

46%

HavenotusedTwitter

PlayerCard

GalleryCard

ProductCard

SummaryCard

AppCard

PhotoCard

LeadGenerationCard

WebsiteCard

#mastersocialads

pinterest’s most popular campaign types

75%

11.00%

14%

25.00%

HavenotusedPinterest

Awareness

Engagement

Traffic


pinterest’s most popular ad types

74%

3.00%

26%

HavenotusedPinterest

VideoPins

Pins


instagram’s most popular campaign types

@lukealley

26%

13.00%

18.00%

26.00%

53.00%

66%

HavenotusedInstagram

MobileAppInstalls

PhotoPostEngagement

BoostYourPost

WebsiteConversion

ClickstoWebsite

#mastersocialads

instagram’s most popular ad types

@lukealley

26%

21%

34%

50.00%

68.00%

HavenotusedInstagram

VideoViews

VideoAds

CarouselAds

PhotoAds

#mastersocialads

@lukealley

paid social ad tactics

#mastersocialads

@lukealley

Most Popular Campaign & Ad Types

MostPopularCampaign?Clicks toWebsite (FB,Insta &Twitter)

Likes&FollowersCampaigns?#2forFacebook,#4forTwitter

LeadGenCampaigns&AdTypesPopularonbothFB&Twitter

MostPopularCreative?Photo!

VideoFallsIntotheMIddleThisshould rise

#mastersocialads

@lukealley

Focus on the buyers journeyPicktacticsthatmeetyourobjectives

Buyer’sJourney Objective SocialMediaStrategy SocialActivity SocialKPI’S

AWARENESS Createawareness Exposetargetaudiencetobrandcontent

Posts, promotions(boosts)

Impressions, reach

CONSIDERATION Generatedemand Generateengagementoftargetaudiencewithbrand content

Posts, responses #ofengagements,typesofengagements

DECISION Drive conversion Drivetarget audiencetobrandoffers

Posts, promotions Linkclicks

Source:Simplymeasured

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@lukealley

Awareness Stage Tactics

CAMPAIGNTYPES• Like• Follower• BrandAwareness• PagePostEngagement• VideoViews

ADTYPES• NewsFeed• PhotoAds/Cards• Carousel• Video

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@lukealley

Consideration Stage Tactics

CAMPAIGNTYPES• PagePostEngagement• VideoViews• Clicks toWebsite• PromotedTweets• TweetEngagements

ADTYPES• NewsFeed• PhotoAds/Cards• Carousel• Video

#mastersocialads

@lukealley

Decision Stage Tactics

#mastersocialads

CAMPAIGNTYPES• Clicks toWebsite• Website Conversion• LeadGeneration• EventResponse• MobileAppInstalls• Sponsored Content

ADTYPES• NewsFeed• PhotoAds/Cards• Carousel• Video• DynamicProductAds• LeadGenCard

@lukealley

Retargeting!

FACEBOOK/INSTAGRAMCustomAudiences

TWITTERTailoredAudiences

PINTERESTRetargeting!

LINKEDINN/A

“Retargeting converts 11/10 visitors."

Source:Luke..andI’mtotallyjoking.Justcouldn’t findagreatstatonthis

#mastersocialads

@lukealley

In Summary –Hitting Your TargetSTRATEGIZE•IdentifyYour Goals•IdentifyIdealCustomers•DoCompetitive Research•IdentifyBudget•Consider StrengthsofEachNetwork•Consider CampaignsandAds

ForB2C,Facebook&Twitteraremostpopular.

ForB2B,Facebook,Twitter&LinkedInaremostpopular.

Facebookshouldbeapartofyourstrategy.

Choosetacticsbasedonbuyerstage•Awareness•Consideration•Decision

USERETARGETING!

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Paid Social

NetworkSelectionLukeAlleyVicePresident,DigitalMarketing

A N E W H O P E

#mastersocialads