The 4 Secrets of Effective Paid Social Media Campaigns

Of Effective Paid Social Media CampaignsThe 4 Secrets

By Josse Alex Garrido, UTRGV Social Media & Digital Marketing Manager.

bit.ly/spicase16

Yes, you have to pay to play.

No, it doesn’t have to be expensive.

Our G al:“Make social media ads as effective and

cheap as possible.”

Effective paid social media campaigns:

Have a clear objectiveDo not feel like adsReach the right kind of peopleWork together

Develop a clear objective

Think about an important message your department/division wants to publish. It can be a program, event, update, etc.

* What do you want to accomplish?

Activity1

Translate it to digital marketing

How can you translate your campaign objective into the digital world?

Impressions: total people reached, cost per impression.

Video views: click to play, time on video, completion rate.

Engagement: likes, comments, shares.

Website visits: website hits, time on site, bounce rate.

Conversions: form submissions, registration, key website visits.

Activity2

Low Engagement Medium Engagement High Engagement

Website Conversion $$$$ $$$$ $$$

App Install $$$$ $$$ $$

Lead Generation $$$ $$ $$

Event Attendance $$$ $$ $

Page Likes $$ $$ ¢

Post Engagement $$ $ ¢

Impressions $ ¢ ¢

Forget the “single ad mentality”

Soil: Organic engagement

Plant: Your actual campaign, your goal

Fertilizer: Your paid engagement

Activity3

Unless you work in the advertizing industry, you are not very likely to share ads.

ExcitementWe share

AngerWe share

SurpriseWe share

PrideWe share

High Arousal vs. Low Arousal

From “Contagious: Why Things Catch On” by Jonah Berger.

High Arousal

Low Arousal

More PleasantLess Pleasant

Excitement

Astonishment

Joy

Happiness

Inspiration

Anger

Anxiety

Disgust

Sadness

Loss

Pity

Contentment

Relaxation

CalmnessBoredom

Gratitude

Activity4

Reach the right kind of people

Types of people on social media:

Lurkers: Seeking high entertainment value. Hard to engage. Most of the people on social media.

Active consumers: Strong affinity with your messages. Actively engage, don’t necessarily share.

Advocates: Seek your content and share it.

If you are not reaching the right kinds of people, you are wasting your time

and money.

Facebook/Instagram Audience Segmentation

LocationAge rangeGenderDemographicsInterestBehaviors

Facebook Audience Insights: facebook.com/ads/audience-insights

Acxiom PersonicX Clusters: isapps.acxiom.com/personicx/personicx.aspx

FB Demographics

Education: Level, field of study, school, undergraduate years.

Generation: Baby Boomers, Generation X, Millennials.

Life events: New job, new relationship, engaged, newlywed.

Parents: New parents, toddlers, preschoolers, preteens, teenagers, adult children.

Work: employer, industry, job title, office type.Activity

5

FB Interests

Business & Industry: advertising, banking, healthcare, small business, etc.

Entertainment: Games, movies, music, books, TV.

Fitness & Wellness: running, nutrition, yoga, Zumba.

Food & Drink: Beverages, cooking, cuisine, food, restaurants.

Hobbies & Activities: arts and music, DIY, pets, social issues, travel.

Technology: devices.Activity

6

FB BehaviorCharitable donations*: animal welfare, cancer, children, health,

world.

Digital Activities: Browser used, email domain, business owner, tech early adopters.

Mobile device user: brand, smartphone owners, tablet owners.

Buyer profile**: coupon user, DIYer, foodies, green living, outdoors, high-end recreation (skiing, golfing, boating).

Seasonal profile: Olympic games, football, travel.*Epsilon - Model built from a combination of offline self-reported data and online survey panels.**U.S consumer data on where consumers shop, how they shop, what products and brands they purchase, the publications they read, and their demographic and psychographic attributes.

Activity7

Effective SM campaigns work together

“The most effective social media campaigns build up a story over a period of time.”

For example: “Build up a culture of giving.”

Effective SM campaigns work together

Awareness Engagement Connection

1- Organic Video: Importance of giving. 2- Promoted video views. 3- Post: Targeted donor story.

4- Organic Link: Student impact. 5- Boosted engagement. 6- Video: You can make a difference.

7- Post: How to give back. 8- Targeted engagement. 9- Post: Thank you.

Questions?Josse.Garrido@utrgv.edu

Linkedin.com/in/AlexGarridoTwitter.com/MrAlexGarrido