Influencing Today’s Consumer through Social AdvertisingCAITLIN JEANSONNESocial Media Director at MMI Agency@MMIAgency | @QCait

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About Caitlin• Cat lady, pop culture junkie,

geek• 10+ years experience in

digital strategy, SEO/SEM, social media

• Follow me @QCait!

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About MMI Agency

EMPLOYEES80

CLIENTS77

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About MMI Agency

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Let’s Chat

• Why Social Ads?• Social Platforms• Campaign Strategy• Trends• Resources

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Once upon a time….

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The New Consumer Landscape

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198 millionactive ad block users around the world

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Social Media Marketing Spend

Source: Statista

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Social Platforms

Lower Opportunity for Organic Reach

Higher Opportunity for Organic Reach

Niche Appealing/

Smaller

Broadening Appeal/Larger

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Ad Types

Driving On-Platform Driving Off-Platform

• Sponsored Content• Posts• Video/Media

• New Fans/Followers• Lead Generation

• Direct Response• Clicks• Conversions

• Product Ads• Lead Generation

Campaign Process

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Campaign Elements

Goals Audience Budget

Platforms Creative Reporting

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Goals

Awareness Consideration

Preference/Purchase Retention

• Increase visibility to key new audiences

• Utilize existing customers’ networks to build awareness through social endorsement

• Improve brand perception in consideration set

• Reinforce key brand attributes

• Educate on service offerings

• Drive website traffic and new consumers into the sales funnel

• Purchases and conversions

• Capture direct customer feedback and market insights 

• Resolve customer service issues efficiently

• Build brand trust and customer loyalty

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Audience

Houston Families

Avid Golf Fans

Millennials

Develop personas• Who are they?• What are their

needs? • Where do they

hang out online?• What are their

objections?

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Audience Targeting• Demographics (age, gender, location)• Relationships (relationship status, family

makeup, parents/children)• Education (school, field of study)• Work (employer, industry, job title)• Home (home type, ownership, composition)• Ethnicity• Life events• Interests• Remarketing & Lookalikes

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Audience Behavior Targeting

• Purchase behavior• Charitable donations• Banking/investments• Spending methods• Media consumption (TV, Radio)• Travel• Residential profiles• Seasonal

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Audience Connection Targeting

Why does it work?• Social proof• 83% of people trust

recommendations from people they know

• People tend to behave like their friends

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Try this: facebook.com/ads/preferences

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Budget

• Facebook minimum is $5/day• 38% of organizations spent >20% of

their total ad budgets on social in 2015

• Things that affect budget:• Audience size• Audience competition• CTA• Relevance score

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Rule of thumb: The more you’re expecting a user to do, the more you should expect to pay

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Budget

Reserve budget for key cultural moments!

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Platform(s)

• Where do your users hang out?

• Where does your content make the most sense?

• Where are you already active?

• What platform has targeting options that make sense for you?

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Creative

+84% improvement

vs.

• Should match the “feel” of the network

• Optimize image size, character count by platform

• Facebook 20% Rule• Ex: Instagram square

images

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Creative

• Every word counts• Avoid ad fatigue by

swapping out often• Think mobile-first• Test, Test, Test

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Rule of thumb: Creative should feel as native to the platform as possible.

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Reporting

Awareness Consideration Preference Purchase

• Reach• Views

• Clicks• Content Views• Engagement• Likes/follows

• Likes/follows • Shares• Post-click

engagement• Coupon

downloads• Social listening

• Conversions• Coupon

Redemption• Tracking Tags

2016 Trends

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Live video• Facebook Live, Instagram Stories,

Periscope, YouTube and Snapchat• Facebook Live video streams are

pushed to the top of fans’ News Feed

• Reporting options vary widely by platform

• Content strategy is key

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Messaging Apps• Messaging apps provide the benefits of

texting without the extra fees for: international messaging, encryption security, communicating with users on incompatible devices

• Most popular messaging apps:• Kik• WhatsApp• Facebook Messenger

• 36% of smartphone users and almost half of all young adults use at least one messaging app

• Rise of Chat Bots: artificial computer programs built to mimic human conversation and stimulate conversation with a user

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Influencer Marketing

• 59% of marketers will increase influencer marketing budgets in 2016

• Some brands still treat influencer content as an ad buy

• The rise of microinfluencers• Adhere to all FTC guidelines

#ad

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Additional Resources• Follow industry resources:

• The Skimm• SmartBrief on Social Business• MarketingLand• Digiday

• Training resources:• Lynda.com• Twitter Flight School• Facebook Blueprint• Google Analytics• Google Adwords

Questions?

Thank you