NYXPO Social Media Keynote - Social Advertising for Small Business

JASMINE SANDLERSOCIAL MEDIA MARKETER SINCE 2001

@Jasmine_Sandler

How to Use

Social Media

Advertising to

Generate Leads

& Interest

DIGITAL MARKETING CONSULTING & TRAINING

w w w . j a s m i n e s a n d l e r . c o m© J A S M I N E S A N D L E R

AGENDA

• WHY DO SMALL BUSINESSES NEED TO DO IT ?

• WHAT IS SOCIAL ADVERTISING?

• GOOGLE AND YOUTUBE ADVERTISING

• FACEBOOK AND INSTAGRAM ADVERTISING

• TWITTER ADVERTISING

• LINKEDIN ADVERTISING

DIGITAL MARKETING CONSULTING & TRAININGw w w . j a s m i n e s a n d l e r . c o m | @ J a s m i n e _ Sa n d l e r© J A S M I N E S A N D L E R

Social Media and Mobile

WHAT IS SOCIAL ADVERTISING?• Proven way to reach Billions of potential consumers and clients on Social & Mobile

• Efficient advertising for Hyper-targeting

• Industry/Title

• Location

• Age/ Gender

• Interests

• Way to do dynamic ad testing and delivery

• Main Ad Platforms:

• YouTube/Google Display (1.5 Billion)

• Facebook + Instagram (1.6 Billion + 500 MM)

• Twitter (400 MM)

• LinkedIn (445 MM)


• Marketing Budgets Shifting

Away from Traditional to

Social and Mobile

• Audiences consuming

content more in Social for

News and Information

• Social Advertising Cuts

Through Organic Clutter

• Social Ad Costs Lower than

Paid Search


• YouTube video

watching +50%

• Facebook video

posts +94%

• 50% Facebook

users watch one

video a day

• Video in FB

newsfeed 3.6x

increase


What You Can Do with YouTube Video Ads

• Product Demos

• Sales Pitch

• Content Marketing

• Product and Service

Promotion

• Drive E-commerce visits

• Retention and Upselling

via Education


YouTube TrueView Reach

• YouTube In Stream

• Pre-Roll/ Post Roll

• Competitive Channels

• Google Display

• In Apps


How YouTube True View Video Ads Work

• Host Video on YouTube

• Cost Per View of Target

(post :30)

• Cost Per Action Bidding

• Multiple Ad Groups

• In-stream

• Bumper Ads

• Discovery Video Ads


What Does YouTube Advertising Cost?


Measuring Success of YouTube Ads

• # Views/ View Rate

• Ave Cost Per View (:30)

• Video Clicks

• Engagements on Cards

and Call-Outs

• Multiple Ad Groups allow

for In-stream and Discovery

Video Ads


Facebook• 1.55bn Users

• 1.39bn mobile Users

• 8 billion Video views daily

• 50 Million Business Pages

• 33% of Users engage with Brands

on FB

• 500 Mill Users

• 95 million photos and videos

per day

• 50% of all Brands use IG

• 75% of IG users take action from

Ads

Source: Facebook, 2015DIGITAL MARKETING CONSULTING & TRAININGw w w . j a s m i n e s a n d l e r . c o m | @ J a s m i n e _ Sa n d l e r© J A S M I N E S A N D L E R

What You Can Do with Facebook Ads

• Raise Brand Awareness

• Generate Leads

• Increase Local Sales

• Drive Online Sales

• Promote Your App

• Build Following on

Facebook and

Instagram


Types of FB & IG Ads

• Promoted FB posts for Page Likes and

Shares

• Event Promotions

• App Installs

• Video Ads to drive to site offers

• Local Offers for Store Visits

• Lead Generation – Link Ads

• Video & Carousel Ads – Story

Commercials

Source: Statista, 2015DIGITAL MARKETING CONSULTING & TRAININGw w w . j a s m i n e s a n d l e r . c o m | @ J a s m i n e _ Sa n d l e r© J A S M I N E S A N D L E R

How To Set Up Facebook & IG Ads

• Have Branded FB Page

• Have Business Manager Account

• Connect IG Account

• Set Up Power Editor for IG

• Create Campaign

• Choose Audience Targeting

• Create Video or Image Ad


What Does It Cost for FB & IG Ads?


• CPM – Cost Per 1000 Impressions – Min.$1/Day

• Cost Per Click – Min. $5-10/Day

• Automatic and Manual Bidding Available

• Automatic bid type, the system will bid for you and

keep low

• Manual bid type, you can set a high manual bid which

helps your ad win more auctions

• Can set Daily or Lifetime Ad Budgets

Twitter• 1.3 Bill Accounts

• 400m Active Users

• 80% active users on mobile

• 60% of Consumers expects

brands to reply to them on Twitter

• 77% of Twitter Users feel

positive about engaging brands

• The average Twitter user #follows

5 Businesses

• 80% of Twitter Users reported

taking action from Branded Ads

Source: Twitter, 2015DIGITAL MARKETING CONSULTING & TRAININGw w w . j a s m i n e s a n d l e r . c o m | @ J a s m i n e _ Sa n d l e r© J A S M I N E S A N D L E R

Twitter Advertising Opportunities

Source: Statista, 2015

• Website Card Ads to Site Leads

• AutoPlay videos on Timeline

• # Engagement – Tweet Chat

• Twitter Follow Ads

• Twitter Lead Gen Ads

• App Installs

• Quick Post Promote


Twitter Targeting and Budgeting


• Cost Per Engagement

• Cost Per Click

• Cost Per View

• Cost Per Download

• Cost Per Follow

• Cost Per Twitter Lead

• Cost Per Awareness

• Set Daily Rate

• Target by

• Interests

• Demographics

• Followers

• Keywords

Detailed Twitter Analytics


• Track Impressions in

Real time

• Results based on

Objectives

• Follows

• Engagements

• Views

• Downloads

• Leads

• Clicks

• Downloads

LinkedIn – B2B Social Advertising

Source:: LinkedIn, 2015DIGITAL MARKETING CONSULTING & TRAININGw w w . j a s m i n e s a n d l e r . c o m | @ J a s m i n e _ Sa n d l e r© J A S M I N E S A N D L E R

Senior Level Decision

Influencers

60M+

Decision Makers

40M+

C-level execs

6.8M+

Opinion Leaders

10.7M+

LinkedIn Target Decision Maker Reach

• Targeted Sponsored

InMail

• Sponsored Content

• Display Ads

• Dynamic,

Personalized Ads

• Text Ads

Source: eMarketer, 2015DIGITAL MARKETING CONSULTING & TRAININGw w w . j a s m i n e s a n d l e r . c o m | @ J a s m i n e _ Sa n d l e r© J A S M I N E S A N D L E R

Danie

Seattle, Washington USA

Boston University

Communication

Bachelor of Science

2011, 25-34

Simply Measured

51-200 employees

Internet

Senior Marketing Manager

Marketing, Senior IC

CMA, LEWIS, Social Tools

SEO, Social Media,

Digital Marketing,

Blogging

• Skills

• University

• Groups

• Location

• Title

• Function

• Seniority

• Experience

• Co Size

• Industry

• Gender

• Age

Source: eMarketer, 2015

LinkedIn Budgeting & Performance


• Cost Per Impressions (CPM)

• Cost Per Click

• Min $10. $50/Day

• Audience Targeting Guidelines• Sponsored Content minimum of 300,000.• Text Ads target between 60,000 - 400,000.• Sponsored InMail in range of 100,000.

• Social Media Custom

Strategy

• Social Media Custom

Header Design

• Social Media Profile

Setup & Design

• YouTube

• Facebook

• Twitter

• LinkedIn Company

• Social Media Monthly

Posting

SOCIAL MEDIA MANAGEMENT 50% OFF! NYXPO ONLY

WWW.JASMINESANDLER.COM/SOCIALLITE
