How To Find And Market To Audiences Across Different Platforms By Phoebe Hanley

6/11/14 SMX Advanced 2014

How To Find And Market To Audiences Across Different

Platforms

Introductions

Phoebe Hanley Senior Ad Manager, managing full funnel social

campaigns for our largest partners.

What We Do SocialCode helps the largest brands in the world

advertise on Facebook and Twitter

Partnerships

API Partner with Facebook, Twitter, and official

Platform Developer on Instagram

Our Clients More than 30% of Fortune 100 brands rely on

SocialCode

What We’ll Talk About Today

Why Social Media?

Finding Customers On Social

Custom Audiences and Existing Customers

Building New Customer Base

Audience Testing

Sharing Audience Learnings

Using Full Funnel Advertising for Scale Engagement to Direct Response

Creative Synergy

Case Study

Why Social Media?

• 1.28 billion monthly active users

• 802 million daily active users

• 79% of Facebook active users are on mobile

• 255 million monthly active users

• 500 million Tweets are sent per day

• 78% of Twitter active users are on mobile

Finding Your Customers on Social

Retargeting Your Search Audience

• Retargets users based on past online history

• Product dynamic and automatic

• Place WCA Pixel

• Retarget previous visitors of your website

• Facebook targeting overlays

• Customer emails, phone numbers,

Facebook IDs, or app users

• Segment your search customers

Facebook Exchange (FBX)

Website Custom Audience

Custom Audiences

Finding New Audiences on Social

Using third party purchase data, both online

and in store, to identify Facebook users that

are more likely to convert

Use your Custom Audiences to find similar

audiences based on similar interests and

Facebook behavior. Custom Audiences of

500k can be scaled to 20MM

Facebook identifies users based on home

composition, income, ethnicity, family

structure, life events, and political views.

Partner Categories

FB Advanced Demo

Look-A-Likes

Keyword Targeting: Competing Outside Your Vertical

Student, College, Exams Travel, Airplanes

Wedding, Engagement, Bridal Gaming

9

Sharing Audience Learnings

TEST

CREATE ANALYIZE

AUDIENCE

SYNERGY

Break down the make-up of

search converters

ANALYIZE

Create Website Custom

Audience and Custom Audience

by Keyword Segments

Analyze the composition of

your Custom Audience

Test new audience possibilities with

specific messaging for each

Full Funnel Advertising and Scale

Full Funnel Advertising

1

1

Serve engagement and DR to

maintain Community

Management and Create

Demand

Using paid as a response to intent

11

Social

Drive Conversions

Search

Find audiences with keyword targeting

Engagement and

Awareness against

multiple audiences for

Audience Learnings

Create a DR Testing Program to use

paid to Create Demand with Scale

Drive Conversions

Scaling Direct Response

Look-A-Likes/Fans

Interests/Partner Categories

Search

Self Identifiers

Custom Audiences

Test, Optimize, Then Scale

Click

/D

ow

nlo

ad

Vo

lum

e

Align on Logistics

& Launch

Scale

• Incrementally increase spend against top

performing clusters and placement types

4 Weeks Ongoing

Test

Scale

Test all variables

and levers.

1 Week

Evaluating Marketing Mix

Creative Synergy

Use Your Historical Search

Findings!

• Top ads on search

• Messaging and Call to Actions

• Products vs. Branding

1

6

Engagement vs. Direct Response

Story Time

Aligning on Promotional Messaging A Case Study

Overall Direct Response Results

Targeting Conv Rate (Conv/Click) ROAS

Custom Audiences 21.58% $9.83

Look-alike 14.61% $5.57

Fans 11.88% $3.34

16.17% $5.96

Promotional Weekend Results

Targeting Conv Rate (Conv/Click) ROAS

Custom Audiences 16.09% $6.24

Look-alike 8.25% $4.07

Fans 10.62% $2.97

10.97% $5.06

• Engagement Prep

• Hashtag Targeting

• Aligning on Messaging

• Consistent Creative

Promotional Weekend #1

Direct, Engagement, Search Alignment

In Summary

• Bring Audiences Across Platforms

• Creative Learnings from Search to Social

• Plan Holistically, Execute Separately

Thank you!

Phoebe@socialcode.com