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

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We Live in a Pay to Play World… Let’s Embrace It! @abbyelisabeth25 #HEWEB17 Abby Meyer Web Content/ Social Media Specialist

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We Live in a Pay to Play World… Let’s 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

What’s 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

What’s 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