Visit Philly Social Media Summit - Advertising

December 2014

Social Media Advertising:

Ensure Your Message Meets The Audience

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that focuses on social media and creative digital communications.

We help organizations reach their target customer communities.

We work with businesses, non-profit organizations, institutions and government entities.

ChatterBlast Media is a digital voice agency

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“A brand is no longer what we tell

the consumer it is – it is what

consumers tell each other it is.”

- Scott Cook, Intuit Chairman & P&G Board Member

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Information consumption is changing…

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Ads should feel like a natural extension of your best content

Content & Advertising are Merging

“Pages that post promotional creative should expect their organic distribution to fall significantly over time.”

-Facebook Blog, Nov. '14

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Take a content-first approach to what you post & your advertising


“News Feed has controls for the number of ads… and for the quality of those ads (based on engagement, hiding ads, etc.)”

-Facebook Blog, Nov. '14

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Ads can't stand alone

•Address advertising needs within your content calendar

•Focus advertising around content that builds value


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Facebook determines posts to be overly promotional if they:

1.“…Solely push people to buy a product or install an app”

2.“…Push people to enter promotions and sweepstakes with no real context”

3.“...Reuse the exact same content from ads”


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Ads should support & amplify …• Unique

• Creative

• Exclusive

• Thought-Leadership

…areas within your planned content

Content: Boring Is As Bad As Overly-Promotional

‘What make MY audience want to see this in their feeds?’

“What value do you provide the reader before they click?”

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• Bad promoted posts are worse than bad organic posts

• You're paying to tell people how uncreative you are

Content: Boring Is As Bad As Overly-Promotional

‘What would make people want to share this?’

“How is it special?”

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• Ads should always drive

traffic or conversions

• Use your blog to make

more in depth “sales pitches”

• Bid for engagements only if a reader can enter etc. via comment/tweet

Advertising Should Serve A Purpose

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Bidding for conversions & clicks helps drive organic growth, if your content is quality.

Good content will naturally:

•Boost a reader’s page depth on your site

•Boost engagements when a user returns to Facebook after the click-through.


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• Find your audience through getting granular

• Many niche placements > Targeting the broadest segments of your audience


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Use ads as an opportunity for content experiments with focused audiences


Within the same ad set target a variety of…

• Images

• Videos

• Calls to action

…to a variety of niche audience segments

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Track goals and conversions within Google Analytics


• Tells you if audience targeting is working

• Tells you what networks are most effective

• Using UTM links for campaigns helps close the loop on effectiveness

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Facebook Power Editor

Ad Sets are your best friend

• Budgets & Targeting are set here

• Can easily duplicate whole sets & tweak single demographic items for A/B testing

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Experiment with different audiences

• Save a variety of specific versions within a demographic

– Ages– Locations– Children / No children

• Use a tracking pixel to target website visitors

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Experiment with different audiences

• Use those multiple versions of the same ad to niche audiences

• Cut the low performers mid-campaign

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Closing The Loop

• Use successful ads and audiences to determine ongoing content & campaigns

• Always provide value

• Give, give, give & give again; then you get.

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Questions?

Matthew Ray & Lou Perseghin

@ChatterBlast

@matropolis @LouPerseghin