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Integrating Social Media With Paid Social

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Integrating Social Media With Paid Social

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“Integrating Social Media With Paid Social” was presented by Melonie Gallegos, Chief Social Strategist of Fandom Marketing, in a partner webinar with Katana.
Turn your content marketing into engaging advertising with on social media. Advertising in social media improves reach in social networks to get more eyeballs on your content, in turn increasing sharing and engagement.

“Integrating Social Media With Paid Social” was presented by Melonie Gallegos, Chief Social Strategist of Fandom Marketing, in a partner webinar with Katana.
Turn your content marketing into engaging advertising with on social media. Advertising in social media improves reach in social networks to get more eyeballs on your content, in turn increasing sharing and engagement.

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Integrating Social Media With Paid Social

  1. 1. KATANA Integrating Social Media with Paid Social Featuring: Melonie Gallegos Founder & chief social strategist
  2. 2. KATANA Webinar Agenda •  Why you should use paid social to boost organic content •  How-to create winning content for paid social •  Ways you can turn organic social media posts into advertising •  3 strategies to extend web content to paid social content •  Top mistakes marketers make in advertising for traffic in paid social •  The most overlooked social advertising platform most marketer's aren't yet using
  3. 3. Why you should use paid social to boost organic content How-to create winning content for paid social Ways you can turn organic social media posts into advertising
  4. 4. KATANA Why you should use paid social to boost organic content 1.  You worked hard for it 2.  Small audience? If nobody sees it, nobody will engage with it 3.  Organic reach is limi@ng, even for large well followed pages 4.  Enhanced targe@ng down to zip code 5.  More ways to repackage content
  5. 5. KATANA How-to create winning content for paid social ü  Built for your audience ü  Speaks their language ü  Mobile first ü  Meets guidelines ü  Feels na@ve to the plaKorm ü  Photography is everything ü  ArKul headlines
  6. 6. KATANA Ways you can turn organic social media posts into adver:sing ①  Boost it from the organic feed ②  Build ad outside of the organic feed ③  Photos & videos best for CPE (cost per engagement) performance ④  Link posts op@mized for click through for CPC (cost per click) performance
  7. 7. KATANA What do you want to do with your audience? Tell them what you want to tell them in the social network? Or, tell them on your website? Engagement vs. Clicks
  8. 8. 3 strategies to extend web content to paid social content
  9. 9. KATANA Strategy #1 •  Quotes or photos in animated banner •  Mul@ple blogs in Facebook carousel •  Na@ve feeling messaging •  Fresh content weekly – important to social BLOGS $0.44 CPC link | 1.3% link CTR
  10. 10. KATANA Strategy #2 Repurpose it! •  A blog conversa@on – content networks •  Extended whitepaper – solu@on focused ad targe@ng •  Quote images – Twi`er photo ads •  Facts – product educa@on WEBSITE CONTENT
  11. 11. KATANA Strategy #3 •  Extract photos for Instagram • 15 second shorts for Facebook adver@sing **for watching with or without sound •  Twi`er adver@sing na@ve video •  Video posted na@ve performs best (0-1 vs. 2 clicks to watch) •  Facebook priori@zes video for compete with YouTube – they want your content, it’s s@ll low compe@@on VIDEOS
  12. 12. Top mistakes marketers make in advertising for traffic in paid social
  13. 13. KATANA Using photos uploads to drive clicks Facebook
  14. 14. KATANA Boos:ng posts vs. weblink ads Facebook Post Boost Web link ad CPC $0.33 $1.00 CTR 1.17% 1.03% CPM $3.91 $10.58 REACH 1,7055 891
  15. 15. KATANA Adver:sing for followers to boost organic traffic Facebook
  16. 16. The most overlooked social advertising platform most marketers aren’t yet using
  17. 17. KATANA Pinterest •  S@ll new and low compe@@on •  Recently relaunched ad plaKorm •  Strong female targe@ng •  High engagement • Keyword & category focused •  Build content for on-page engagement or reason to click CPC web traffic ads CPE engagement ads
  18. 18. KATANA Thank you! @melonie More tips at fandommarketing.com

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