Social Advertising. For Pundits have been debating which is better (and which will last): Twitter or Facebook
Both now have ever-evolving advertising platforms, and both can offer real success for an advertiser…or abysmal failure if you don’t know what to look for and how to measure success.
4. 4
Facebook vs. Twitter
Social Advertising. For
Pundits have been debating which is
better (and which will last): Twitter or
Facebook
Both now have ever-evolving advertising
platforms, and both can offer real success
for an advertiser…or abysmal failure if you
don’t know what to look for and how to
measure success
5. 55
Ads are now more than
display…they are another
form of social
communication.
6. 6
Goals
• The one-size-fits-all advertising solution is a thing
of the past
• Are you trying to drive clicks, installs, conversation
or Likes/Followers?
• In to or out of the platform?
• What KPIs matter to your boss? If you don’t know
this, find out before you start.
7. 77
Figure out where you
want to go before you try
to figure out how to get
there.
8. 8
Facebook
What are Facebook ads good for? Base growth (number of Likes),
long-term campaigns, low cost-of-entry
What are Facebook ad challenges? Getting people’s attention. It’s a
saturated channel for advertising.
9. 9
Twitter
What are Twitter ads good for?
Base growth, immediacy of conversations,
mobile users
What are Twitter ad challenges?
Prohibitively expensive for many companies,
targeting
10. 1010
Don’t feed the follower
trolls. Instead, add value to
your growing community
through advertising.
18. 18
A Closer Look: Samsung’s Cantasia
1. Know your target audience. Look at Facebook Insights and your own
internal demographic studies. Don’t target “everybody”
2. Divide and conquer. Make sure you are targeting ads for growth and
action
3. Timing is everything. Research the timing of your campaign ads on
both Facebook and Twitter
4. Don’t fall asleep at the wheel. Monitor your ad performance daily. If
something isn’t working, turn it off then figure out why it didn’t perform
19. 19
A Closer Look: Samsung’s Cantasia
What are we trying to
accomplish? Introduce a
popular South Korean toy
franchise to a U.S. audience
through gaming
Facebook or Twitter
Ads? Facebook. Keep people in
the channel, track installs and
Likes
20. 20
A Closer Look: Samsung’s Cantasia
The results? With proper targeting, monitoring
and “twisting the dials” we drove thousands of
U.S. based game installs with an average CPI of
just $0.61
What can we learn from this?
• Targeting is everything
• Don’t be afraid to turn poorly performing
ads off
• Kittens and puppies sell
22. 22
THANK YOU
Questions or comments about what we have
presented, or more information about social
advertising solutions:
• matt.singley@singleymackie.com
• twitter.com/mattsingley
• twitter.com/singleymackie
• facebook.com/singleymackie
Editor's Notes
Intro Slide – 1 minute
Setup slide: 3 minutes
Buy your competitors keywords (Samsung bough iPhone, Obama bought “Literally”)
Goals and strategy discussion: 3 minutesDiscuss driving outbound vs. installs vs. page likes (and how to combine)
On Goals
Facebook: 3 minutes
Twitter: 3 minutesDisclaimer: not allowed to show screen shots of Twitter dashboardCaution: as Twitter advertising popularity grows we can assume a proportionate decrease in CTR and engagement
Buy your competitors keywords (Samsung bough iPhone, Obama bought “Literally”)
Carlos Tevez
Give away four tickets to the LA Galaxy's season home final on 10/28 against the Seattle Sounders and televised by ESPN
We have very viral items we know fans want, in a quick test on Carlos Tevez jersey. Basically in a week we went from 300 Likes to over 2000 likes by setting up a Jersey campaign focused exclusively on fans of where Tevez Played. Facebook recommended we make a .8 - 1.2 CPC, we ended up paying .04 CPC
We have very viral items we know fans want, in a quick test on Carlos Tevez jersey. Basically in a week we went from 300 Likes to over 2000 likes by setting up a Jersey campaign focused exclusively on fans of where Tevez Played. Facebook recommended we make a .8 - 1.2 CPC, we ended up paying .04 CPC
Buy your competitors keywords (Samsung bough iPhone, Obama bought “Literally”)
Cantasia challenge and goals: 3 minutes
This ad targets 5,978,300 users:who live in the United States35 years old and youngerwho like #Jewel Quest, zuma blitz, diamond dash, #Bejeweled, #Bejeweled Blitz, bejeweled blitz, bubble island, hotshot or bubble safari