This is a speech that was delivered during Social Fresh 2016 in Orlando, FL. It explores how to win with social advertising using Twitter, LinkedIn and YouTube.
33. 4.6k total link clicks targeted at healthcare
audiences – including IT & Informatics roles within
healthcare systems
LinkedIn campaign performance exceeded
benchmarks by 2x
All performance metrics fall on higher end of
baseline, indicating strong performance and proper
matching of content to audience.
Recommend continuing all campaign tactics in Q3,
expanding to remarketing via FB & Twitter, and
adding “next step” actions for blog visitors
Executive Summary Run Time June 8-30
Impressions 2,555,346
Clicks 4,625
Engagements 10,765
Video Views 43,935
Overall CTR
(Baseline 0.1-0.4%)
0.32%
Avg. CPC
(Baseline $2.50-$3.50)
$4.32
Avg. CPV $0.02
Avg. CPE $0.03
Eng. Rate
(Baseline 0.5-1.5%)
7.74%
Q2 Healthcare Paid Campaign
@justinlevy #SocialFresh
34. Top Performing Ads (per Campaign)
Twitter Engagement Campaign Twitter Video Campaign LinkedIn Sponsored UpdateTwitter Clicks Campaign
@justinlevy #SocialFresh
Social advertising helps to amplify great content like a boombox (or great sound system) does for your favorite music. Note that the content still needs to be great.
According to The CMO Survey, the share of marketing budgets spent on social media is expected to more than double over the next five years, from 11% today to 24% by 2020.
Social media advertising revenue is estimated to reach $9.8 billion this year and is estimated to grow to $11 billion in revenue by 2017, up from $6.1 billion in 2013.
The big value is the targeting that is available. You’re able to understand what they’re talking about, who they’re talking to, etc.
We want engaged audiences for our brand. And none of us like to take a lot of time to work on a great piece of content to only get one or two likes on it.
According to The CMO Survey, the share of marketing budgets spent on social media is expected to more than double over the next five years, from 11% today to 24% by 2020.
Social media advertising revenue is estimated to reach $9.8 billion this year and is estimated to grow to $11 billion in revenue by 2017, up from $6.1 billion in 2013.
Many of us feel information overload and it has been that way for years. We are increasingly exposed to more and more information on a daily basis. We are also consuming more data. Some reports estimate that by 2017, the global average consumption set to rise to 506 minutes - nearly 8.5 hours per day.
Audience: 18-34 year-olds, health conscious
Tailored audiences are a way to target your existing users and customers to create highly relevant campaigns. There are three main types of tailored audiences.
The first is tailored audiences from lists. These are audiences that are created by uploading your own list of email addresses, mobile phone numbers, Twitter IDs (user IDs or usernames), or mobile advertising IDs. You can do this through Twitter Ads yourself or there is the option to use Twitter’s API partners to create lists.
The second is tailored audiences from web. These are the people that have visited your website. You can collect this data using Twitter’s website tag available through Twitter Ads, or there is the option to use Twitter’s website tag partners.
The third is tailored audiences from mobile apps. These are the people that are using your mobile app, and are collected with conversion tracking for mobile apps.
Audience: Targeting B2B industry decision makers and C-suite executives.
Implement a remarketing pixel
SiriusDecisions posted a Twitter remarketing pixel on their “Thank you” page and set an attribution window of 30 days post engagement and 7 days post view. Because it allowed them to track when users who saw their ad registered for the event, this pixel gave them insight on the full user journey. The attribution window of 30 days worked well for them since the decision to buy a ticket and attend the event required significant consideration.
Use follower targeting to reach industry decision makers
SiriusDecisions used follower targeting to serve campaigns to the followers, and people like the followers, of targeted account lists, similar companies, B2B news publications and industry influencers. By doing this, they were able to reach high-level decision makers and B2B industry influencers who have the power to approve conference budgets.
Targeting people around the world interested in competitive cycling and fitness training.
Targeting people around the world interested in competitive cycling and fitness training.
MWC owned by Kaplan, Inc. Adobe was tasked with increasing brand awareness and online engagement for the school while driving enrollment leads.
The team began by combining interest (business, careers, job search, adult education) and username (to reach people similar to followers of accounts like @educationweek, @edutopia, @careerbuilder)
Source: http://marketingland.com/adobe-used-twitter-generate-leads-online-college-brand-equity-case-study-74404
What’s left out?
Promoted Trends. The reason? It costs approximately $250k/day for a Promoted Trend in the U.S. however Trends in other countries can be much less expensive. For example, we were able to buy a Trend in Spain last year for $25k/day.
Hashtag Emojis. The reason? It costs nearly double the spend of a Promoted Trend.
What’s left out?
Promoted Trends. The reason? It costs approximately $250k/day for a Promoted Trend in the U.S. however Trends in other countries can be much less expensive. For example, we were able to buy a Trend in Spain last year for $25k/day.
Hashtag Emojis. The reason? Started at $1M when launched at the Super Bowl. It now costs nearly double the spend of a Promoted Trend.
Just earlier this week Twitter introduced Promoted #Stickers with Pepsi as their launch partner.
Definition: a user choice skippable pre-roll video ad that vides the user an option to skip the ad after 5 sec of the video playing
Reference: https://support.google.com/adwords/answer/2454017?hl=en
Definition: a user choice skippable pre-roll video ad that vides the user an option to skip the ad after 5 sec of the video playing
Reference: https://support.google.com/adwords/answer/2454017?hl=en
33.27% view rate vs 25.24% benchmark
~19% viewed 100% of video
82% desktop / 18% tablet / 0% mobile
Warning: due to the hyper-targeting available within LinkedIn, the available audience size can be very small and access to that audience can cost a lot of money.
Before diving into using paid social, you need to understand what your goal is. This could be growing your reach (e.g. followers), driving downloads/installs, building awareness, etc. Once you have a stated goal, you can build out an integrated paid social strategy along with identifying success metrics. Notice that I mentioned “integrated paid social” – it should not be conducted in a silo, it needs to be integrated into broader marketing/communications planning.
Before diving into using paid social, you need to understand what your goal is. This could be growing your reach (e.g. followers), driving downloads/installs, building awareness, etc. Once you have a stated goal, you can build out an integrated paid social strategy along with identifying success metrics. Notice that I mentioned “integrated paid social” – it should not be conducted in a silo, it needs to be integrated into broader marketing/communications planning.