we live in a pay to play world... let's embrace it!

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  • We Live in a Pay to Play World Lets Embrace It!

    @abbyelisabeth25

    #HEWEB17

    Abby MeyerWeb Content/ Social Media Specialist

  • Organic reach hovers below 5% on Facebook.

    @abbyelisabeth25

    #HEWEB17

    352 people reached

    569 people reached

  • @abbyelisabeth25

    #HEWEB17

  • At a big university, quality content can go a long way organically. But for smaller schools, sometimes Facebook posts need a literal boost to reach your desired audience.

    @abbyelisabeth25

    #HEWEB17

  • @abbyelisabeth25

    #HEWEB17

    42 Shares4 Comments

    354 Reactions20K Reached

    14 Shares33 comments471 Reactions15.6K Reached

    79 Shares20 comments743 Reactions33.4K Reached

  • @abbyelisabeth25

    #HEWEB17

  • Whats the return on investment?

    Depends on your objective!

    Reviewing event attendees, click-through rates on links, and community

    engagement are some metrics to measure success of paid content objectives.

    @abbyelisabeth25

    #HEWEB17

  • Depends on your marketing goals.

    Boosted posts can build reach and fan base.

    Ads are more likely to bring tangible outcomes or conversions due to the robust targeting and

    objective options.

    @abbyelisabeth25

    #HEWEB17

    Facebook Boosted Post, Boosted Post Ad, or Facebook Ad?

  • Facebook Boosted Post, Boosted Post Ad, or Facebook Ad?

    Boosted Page Posts Boosted Post Ads Facebook Ads

    Appears on FB Page X X

    Location Targeting X X X

    Age & Gender Targeting

    X X X

    Interest Targeting X X X

    Language Targeting X X

    Behavior Targeting X X

    Ad Scheduling X X

    Call to Action Button X

    Optimized Bidding X X

    Multiple Images X X

    Instagram Ads X X

    Righthand Side Ads X X

    Objective Choice X X

  • Which platform should I advertise on?!

    @abbyelisabeth25

    #HEWEB17

    Where is your audience most active?

  • @abbyelisabeth25

    #HEWEB17

    Stories

    Links that are boosted on Facebook can be sponsored content on Instagram as well, as long as it has a thumbnail photo.

  • Are you paying for content now on social media?

    If so, what is the content and is it effective?

    If not, where are resources going instead of social?

    @abbyelisabeth25

    #HEWEB17

  • @abbyelisabeth25

    #HEWEB17

    Source: Hootsuite

  • Source: Hootsuite

  • Whats your objective?

    @abbyelisabeth25

    #HEWEB17

  • @abbyelisabeth25

    #HEWEB17

    Select your audience based on demographics and interests

  • @abbyelisabeth25

    #HEWEB17

    Select your audience based on demographics and interests

  • @abbyelisabeth25

    #HEWEB17

    Select your audience based on demographics and interests

  • Lookalike Audiences

  • Pay for what works

    organically to see even bigger

    results.@abbyelisabeth25

    #HEWEB17

  • Promote specific hashtags for events to encourage real-time engagement.

    Develop content stream to display those engagements.

    @abbyelisabeth25

    #HEWEB17

  • @abbyelisabeth25

    #HEWEB17

    Target prospective clinical trial participants

    for Research Studies.

    (women in the area, ages 50-60)

  • Target your community to participate in events

    based on the theme.

    (People in the area who enjoy riding their bikes,

    physical exercise, physical fitness, or mountain biking.)

    @abbyelisabeth25

    #HEWEB17

  • Target Consumers for specific services

    offered.

    @abbyelisabeth25

    #HEWEB17

    (Targeting people

    interested in arthritis

    awareness, chronic pain,

    diabetes, etc. in the

    area.)

  • Target prospective students to increase

    applications.

    @abbyelisabeth25

    #HEWEB17

    (Targeting current undergrad students in

    NE, interested in health and science, for six

    weeks.)

  • Target general public to increase Brand

    Awareness.

    @abbyelisabeth25

    #HEWEB17

    (Targeting Nebraskans

    who are interested in the

    state and its

    government.)

    Replacing print/radio

  • @abbyelisabeth25

    #HEWEB17

  • @abbyelisabeth25

    #HEWEB17

  • What are the potential opportunities to incorporate paid content into your

    social content plan?

    What are the steps that must be taken in order to make that happen? Budget

    considerations? @abbyelisabeth25

    #HEWEB17