win with social advertising for twitter, linkedin and youtube

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Win with Social Advertising for Twitter, LinkedIn and YouTube

Win with Social Advertising for Twitter, LinkedIn and YouTubeJustin levy - @justinlevyDirector, social media @citrix

@justinlevy #SocialFresh

@justinlevy #SocialFresh

@justinlevy #SocialFresh

Paid social amplifies great content like a boombox

Social advertising helps to amplify great content like a boombox (or great sound system) does for your favorite music. Note that the content still needs to be great.

According to The CMO Survey, the share of marketing budgets spent on social media is expected to more than double over the next five years, from 11% today to 24% by 2020.

Social media advertising revenue is estimated to reach $9.8 billion this year and is estimated to grow to $11 billion in revenue by 2017, up from $6.1 billion in 2013.

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@justinlevy #SocialFresh

The big value is the targeting that is available. Youre able to understand what theyre talking about, who theyre talking to, etc.

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@justinlevy #SocialFresh

We want engaged audiences for our brand. And none of us like to take a lot of time to work on a great piece of content to only get one or two likes on it.

According to The CMO Survey, the share of marketing budgets spent on social media is expected to more than double over the next five years, from 11% today to 24% by 2020.

Social media advertising revenue is estimated to reach $9.8 billion this year and is estimated to grow to $11 billion in revenue by 2017, up from $6.1 billion in 2013.

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@justinlevy #SocialFresh

Many of us feel information overload and it has been that way for years. We are increasingly exposed to more and more information on a daily basis. We are also consuming more data. Some reports estimate that by 2017, the global average consumption set to rise to 506 minutes - nearly 8.5 hours per day.

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@justinlevy #SocialFresh

@justinlevy #SocialFresh

@justinlevy #SocialFresh

Promoted FollowersWebsite clicks or conversionsTweet engagementsApp installsApp re-engagementsVideo viewsLead cardsPromoted TrendsTwitter Advertising Options

@justinlevy #SocialFreshPromoted Followers

Execution: Targeted people who their target audience may followTailored audiencesCountry-specificWebsite tag

Audience: 18-34 year-olds, health conscious

Tailored audiences are a way to target your existing users and customers to create highly relevant campaigns. There are three main types of tailored audiences.The first istailored audiences from lists. These are audiences that are created by uploading your own list of email addresses, mobile phone numbers, Twitter IDs (user IDs or usernames), or mobile advertising IDs. You can do this through Twitter Ads yourself or there is the option to use Twitters API partners to create lists.The second istailored audiences from web. These are the people that have visited your website. You can collect this data using Twitters website tag available through Twitter Ads, or there is the option to use Twitters website tag partners.The third istailored audiences from mobile apps. These are the people that are using your mobile app, and are collected with conversion tracking for mobile apps.

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@justinlevy #SocialFreshWebsite clicks or conversionsExecution: Website cardRemarketing pixelFollower targeting

Audience: Targeting B2Bindustry decision makers and C-suite executives.

Implement a remarketing pixelSiriusDecisionsposted a Twitter remarketing pixel on their Thank you page and set an attribution window of 30 days post engagement and 7 days post view. Because it allowed them to track when users who saw their ad registered for the event, this pixel gave them insight on the full user journey. The attribution window of 30 days worked well for them since the decision to buy a ticket and attend the event required significant consideration.

Use follower targeting to reach industry decision makersSiriusDecisionsused follower targeting to serve campaigns to the followers, and people like the followers, of targeted account lists, similar companies, B2B news publications and industry influencers. By doing this, they were able to reach high-level decision makers and B2B industry influencers who have the power to approve conference budgets.

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@justinlevy #SocialFreshTweet engagementsExecution: Promoted menu/specialsFollower targetingReal-time monitoringReal-time interaction

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@justinlevy #SocialFreshApp installs/re-engagementsExecution: App Install CardText overlayTweet copy matches imageFollower targeting

Targeting people around the world interested in competitivecycling and fitness training.14

@justinlevy #SocialFreshVideo viewsExecution: Multiple tweets/copyShort videoTimelyNew tweets daily

87k+ views13.9k+ mins

Targeting people around the world interested in competitivecycling and fitness training.15

@justinlevy #SocialFreshLead generation cardExecution: Name/Handle/EmailInterest and Username TargetingTailored copy for each audienceDirect CTA55% reduced CPL101% increased conversion rate

MWC owned by Kaplan, Inc. Adobe was tasked with increasing brand awareness and online engagement for the school while driving enrollment leads.

The team began by combining interest (business, careers, job search, adult education) and username (to reach people similar to followers of accounts like @educationweek, @edutopia, @careerbuilder)

Source: http://marketingland.com/adobe-used-twitter-generate-leads-online-college-brand-equity-case-study-74404

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Whats left out?

Promoted Trends. The reason? It costs approximately $250k/day for a Promoted Trend in the U.S. however Trends in other countries can be much less expensive. For example, we were able to buy a Trend in Spain last year for $25k/day.

Hashtag Emojis. The reason? It costs nearly double the spend of a Promoted Trend.17

@justinlevy #SocialFresh

#PromotedTrend#BrandedEmojis

Whats left out?

Promoted Trends. The reason? It costs approximately $250k/day for a Promoted Trend in the U.S. however Trends in other countries can be much less expensive. For example, we were able to buy a Trend in Spain last year for $25k/day.

Hashtag Emojis. The reason? Started at $1M when launched at the Super Bowl. It now costs nearly double the spend of a Promoted Trend.

Just earlier this week Twitter introduced Promoted #Stickers with Pepsi as their launch partner.

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@justinlevy #SocialFresh

@justinlevy #SocialFresh

YouTube TrueViewLightbox Video AdYouTube Advertising Options

@justinlevy #SocialFreshTargeting Available:

DemographicInterests (General/Custom)RemarketingPlacementsTopicsKeywords

TrueView Targeting Options

Definition: a user choice skippable pre-roll video ad that vides the user an option to skip the ad after 5 sec of the video playingReference: https://support.google.com/adwords/answer/2454017?hl=en21

@justinlevy #SocialFresh2.6M impressions1.4M unique users876k views

130% lift in Brand Interest26% lift in Brand Ad Recall

Citrix Helps You Say Yes Results

Definition: a user choice skippable pre-roll video ad that vides the user an option to skip the ad after 5 sec of the video playingReference: https://support.google.com/adwords/answer/2454017?hl=en

33.27% view rate vs 25.24% benchmark

~19% viewed 100% of video

82% desktop / 18% tablet / 0% mobile23

@justinlevy #SocialFresh

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@justinlevy #SocialFresh

Advertising options:

Sponsored contentSponsored InMailDynamic adsDisplay adsText adsLinkedIn Advertising Options

@justinlevy #SocialFresh

Targeting Available:

LocationCompany NameIndustryCompany SizeJob Title/Function/SenioritySkills & EndorsementsSchools/DegreesGender/Age (inferred)Years of ExperienceLinkedIn Sponsored Updates

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Warning: due to the hyper-targeting available within LinkedIn, the available audience size can be very small and access to that audience can cost a lot of money.27

@justinlevy #SocialFresh

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@justinlevy #SocialFresh

Before diving into using paid social, you need to understand what your goal is. This could be growing your reach (e.g. followers), driving downloads/installs, building awareness, etc. Once you have a stated goal, you can build out an integrated paid social strategy along with identifying success metrics. Notice that I mentioned integrated paid social it should not be conducted in a silo, it needs to be integrated into broader marketing/communications planning.29

@justinlevy #SocialFresh

Before diving into using paid social, you need to understand what your goal is. This could be growing your reach (e.g. followers), driving downloads/installs, building awareness, etc. Once you have a stated goal, you can build out an integrated paid social strategy along with identifying success metrics. Notice that I mentioned integrated paid social it should not be conducted in a silo, it needs to be integrated into broader marketing/communications planning.30

@justinlevy #SocialFresh

Sample

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@justinlevy #SocialFresh

Working with our Healthcare vertical team

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4.6k total link clicks targeted at healthcare audiences including IT & Informatics roles within healthcare systemsLinkedIn campaign performance exceeded benchmarks by 2xAll performance metrics fall on higher end of baseline, indicating strong performance and pro

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