A hand-on introduction to both paid and social campaigns | Outreach Digital London, December 9th 2015

1. MARKETING ON
FACEBOOK &
TWITTER
O R G A N I C & P A I D S O C I A L C A M P A I G N S

2. WHICH NETWORK SHOULD YOU
FOCUS ON?

3. WHICH NETWORK SHOULD YOU
FOCUS ON?
• Ask yourself:
– What’s your audience interested in?
– What’s their demographics?
– What are they looking to do on each social network?
• Or just ask them!
• Remember… no presence is better than a bad one.

4. WHICH NETWORK SHOULD YOU
FOCUS ON?
• Pretty much everyone has an account
• Getting popular with older people now
• But… declining amongst Gen Z
• … not always useful for targeting larger
B2B clients
• Mixed audience
• Awesome to reach journalists, blogger,
and potential B2B clients
• Great for approaching people directly

5. DEVELOP A CONTENT STRATEGY

6. WHY DO YOU EVEN NEED THIS?
If you don’t think about content,
social media will be really hard to
do.

7. STEP 1: CLIENT PERSONAS
• The premium traveller: John
• Married, 50+ years old, children
have left the house
• Time-rich
• Retired or semi-retired
• Loves: Great food experiences,
safety features, expert local
knowledge, nice hotels

8. STEP 2: WHAT DO THEY WANT AT
EACH ‘LIFECYCLE STAGE’?
•Clients won’t see your Facebook post
and buy from you right away
•More likely to buy if they’ve engaged
with you for a while

9. STEP 2: WHAT DO THEY WANT AT
EACH ‘LIFECYCLE STAGE’?
Awareness
“A holiday could be
nice!’
Consideration
“I definitely want a trip
to Asia!”
Decision
“Now I just need to
decide who I book
with.”
Post-decision
After the client has
booked
• Epic travel photos
• Travel videos
• Best food
experiences
• ‘What type of
traveller are you?’
quiz
• …
• ‘Experience of the
week’
• Free Travel Guide to
Sri Lanka
• We won a British
Travel Award!
• What’s our holidays
really like?
• Photo competitions
• Blogs written by
their consultant
• Company news

10. STEP 3: GET THE BALANCE RIGHT
You’ll need all of those, but balance them out:
• Simple, engaging content
• Content that sends people to your website/blog
• ‘Company news’ posts
• Sales posts
• Current events
• Try to use video!
– https://www.facebook.com/experiencetravel/videos/vb.1724274
94871/10153702491799872/?type=2&theater
– https://www.facebook.com/experiencetravel/videos/vb.1724274
94871/10153628136584872/?type=2&theater

11. FACEBOOK & TWITTER IN PRACTICE

12. FACEBOOK: ORGANIC POSTS
• Make sure you get the balance right!
– Use videos and photo albums to maximise engagement (awareness &
consideration stage)
– Use link previews to maximise clicks (decision stage)

13. NEW ‘CAROUSEL’ POSTS

14. A WORD ON ‘BOOSTING’ POSTS
• Controversial
• Can be useful (and cheap) but be careful
• Only use if the people who like your page are very targeted

15. FACEBOOK: PAID ADVERTISING
•First of all, what is your aim?
– Drive sales from your existing contacts?
– Engage previous customers?
– Generate new leads?

16. DRIVE SALES FROM YOUR EXISTING
CONTACTS
• People who opened an email and then saw a social ad =
22% more likely to buy
• Step 1: Upload an Excel list with e-mail addresses
• Step 2: Click ‘create ad’
• Step 3: Set ‘increase conversions’ as campaign objective
• Step 4: Select URL  Use UTM code (more later!)

17. DRIVE SALES FROM YOUR EXISTING
CONTACTS

18. ENGAGE PREVIOUS CUSTOMERS
• The India launch video I showed you before…
–6,000 people took the time to watch it…
–200 people liked, commented or shared it…
–It only costs £100 to promote and, most importantly:
• Generated 10 bookings already!

19. GENERATE NEW LEADS ON FACEBOOK
• Refinery24 test  brand storytelling
• Remember that people will usually have to see your ads
more than once before they react!
• Transferwise have done this really well

20. GENERATE NEW LEADS
Transferwise…
– Were ALL OVER my news feed
for YEARS
– Lookalike targeting
– Combination of relevant blog
articles, branded call-to-
actions, videos
– https://www.youtube.com/watc
h?v=LbEkto5TGzA

21. GENERATE NEW LEADS
• Select ‘send people to your website’ to maximise impressions
• Lookalike audience

22. RETARGETING
• https://www.facebook.com/experiencetravel/posts/10153729833349872?ref=notif&not
if_t=like

23. TWITTER: POSTING CONTENT
• Make sure you have a good mix – feeds are full with links
these days so sometimes something that doesn’t require
people to click a link stands out!
• Some people say ‘tweet x times per day’ but it really
depends on your business.
• But generally, tweets are more frequent than FB – so it
makes sense to automate with a tool like Hootsuite or
Buffer (more on that later)

24. TWITTER: PRACTICALITIES
• Don’t start Tweets with an @ sign, unless it’s directed to
someone specific  won’t show in your feed!
• 140 characters, but doesn’t fully count URLs
• Can now do videos and photo albums – videos limited to
30 secs

25. TWITTER: GETTING NOTICED
• Twitter is great for B2B relationships
• But it’s a long-run effort – just following people or adding them to a list won’t work!
• Secret Birds have done this really well

26. TWITTER: GETTING NOTICED
•Another example: let’s assume you’re after
a feature in a popular tech blog.
•Lists are a great idea to keep track of your
key targets.
•Think of a nice and specific list name and
add the most important folks to it.

27. TWITTER: GETTING NOTICED
• Favourite their Tweets, retweet the ones you like most, and
write replies to them AS LONG AS these are useful. But DON’T
get too sales-y without offering something back!
• Another idea: link to an article they’ve written and @ them, or,
better yet, write a blog post with them included (‘The top 10
Techology Bloggers’) and tweet at them with the article.
Changes are they’ll retweet you!
• Once you interacted with them for a while, you can send them
a direct message.
• To find people: Twitter search or google search.

28. TWITTER: WHAT NOT TO DO

29. TWITTER: PAID ADVERTISING

30. TWITTR: TARGETING OPTIONS

31. TWITTR: TARGETING OPTIONS

32. SHEDULING TOOLS
•Drawbacks with Facebook
•Makes sense if you lack time
•Hootsuite, Buffer, MeetEdgar, …

33. A WORD ON INTEGRATION
•Super important that it’s all communicating
the same message!
•Use to social media to drive people to your
website and to support your e-mail
campaigns

34. MEASURE IF IT WORKS
• Wrong to just measure ‘likes’ but also just measuring direct sales misses off parts of
the picture
• Definitely use UTM tracking codes!!!
Posts:
• Engagement rate is a good one to track
• So is ‘people engaged’
• Hootsuite has good metrics (show dashboard).
Ads:
• Definitely track what you’re spending – direct response campaigns are easy to track
directly on Facebook, but also look at your GA as Facebook only just tracks one type of
conversion

35. THANKS 
Social Media & Marketing Consultancy
@LindaSandhoff
www.linkedin.com/in/lindasandhoff