Understand why social media advertising matters, demonstrate how to fit social advertising into a food blog's larger growth strategy and see real examples of the impact social media advertising can have in building Facebook/Twitter account followings and promoting content. Learn the different types of social media advertising available and what's needed to get started. Originally delivered at the BlogHer Food conference in Miami on May 17, 2014.

1. INTENSIVE:
Social Media Advertising
for Food Bloggers

2. Social Media
Advertising
for Food
Bloggers Instructor: Hana Bieliauskas
Account Manager, CMA
Twitter: @hanab08
www.FollowMyFootnotes.com

3. Introductions:
Who’s Hana?
• PR pro at a national agency
specializing in all things FOOD!
• Hails from Columbus, Ohio
• Manages agency’s digital
department, including social
media & blogger engagement
• Fav part of my job: Working
with so many fabulous food
bloggers!
• I love: Smoothies, veggie-
licious salads, Greek yogurt,
sweet potatoes, cheese,
blueberries, peanut butter.
• Hold the…: Tuna, mayonnaise,
fast food, herring, oysters, blue
cheese, bakery icing,
eggplant, Wonder bread.

4. Introductions:
Who are YOU?
• Do you have a Facebook
page for your site that you
update regularly?
• Do you have a Twitter account
that you update regularly?
• What is your FAVORITE social
media network? Least fav?
• What do you find more
effective for promoting your
content: Facebook or Twitter?
• Have you ever tried Facebook
advertising? Twitter ads?
• Questions before we hit GO?

6. Social Media
Advertising:
What’s in it for
You?
• Paid advertisements on social
media, such as Facebook &
Twitter, may help food bloggers:
• Increase engagement
with content
• Expand reach
• Drive new traffic
• Create loyal followers
• Ensure content is seen
• Initiate conversations
• Offer unique promotional
opportunities to
sponsors/clients
• Connect with additional
users and networks

7. Facebook Ads: What YOU Said

8. #1: Choose a type of ad that fits best
with your promotion goals.
Boost posts on a page to
increase comments, “likes,”
shares, photo views, video plays.
Grow page likes and following.
Encourage visits to your website.
Promote certain actions on your
website. A conversion-tracking
pixel is needed to measure
results.

9. #2: Consider the Facebook habits of
your target audience.
• News Feed ad placements are often the most successful: 60
percent of all users are visiting Facebook on their phones and
tablets, which means there is no right-hand column.
• Before launching an ad, ask yourself:
• WHO makes up my target audience?
• HOW are members of my audience most often viewing my
Facebook page (mobile, desktop, tablet)?
• What TYPES of content does my audience like most? (photos,
graphics, links, video)
• WHAT words, messages and visuals I can include to promote
users to act?

10. #3: Step into the shoes of THE ideal
member of your target audience.
• Describe the ideal member of your target audience. Give her a name.
• Geographic location?
• Age?
• Gender?
• Family?
• Interests?
• Behaviors?
• Language?
• Off the top of your head: What keywords you would use to describe your
target audience?

11. #3: Step into the shoes of THE ideal
member of your target audience.
• Think about what [NAME] does during a normal day.
• What food brands does she buy?
• Where does she shop?
• What company produced her favorite cooking appliances/tools?
• What are her favorite clothing brands?
• What magazines, books and blogs does she read?
• What TV programs does she watch?
• What brands of kids’ toys and products are in her house?
• What kind of car does she drive?
• POOF!: Now, you have a set of keywords to test in your ads!

12. #3: Step into the shoes of THE ideal
member of your target audience.

13. #4: Budgets are flexible, so flex your
advertising muscles.

14. #5: Involve sponsors in Facebook ad
campaigns & build ads into packages.
• Facebook ads may benefit both you AND your sponsors.
• Sponsors who share your target audiences may be interested in
supporting your ad campaigns.
• Likewise, you may greatly benefit from sponsors’ ad campaigns.
• Need to convincing? Paint a detailed virtual picture of who you’ll
target. Facebook can help.
• Give sponsored Facebook ads a test run: Build budget into sponsor
proposals and add ads to available packages.
• Provide detailed reports that prove ROI to data-loving clients.
Facebook makes it simple to pull reports, including engagement,
impressions, CPM, etc.

15. Facebook Ads: Tips for Success
1. Carefully, consistently monitor Facebook ads throughout a
campaign. Stop ads that aren’t performing well. Tweak keywords.
Try new ads & ad types. Target different audiences.
2. Launch Facebook ads in conjunction with giveaways, contests
and promotions to expand engagement. Third-party platforms
such as Offerpop and PromoJam can host promotions, too.
3. Consider timing before investing in ads. Launch ads around times
of peak interest, such as holidays or events, for best results.
4. Play by the 20 percent rule. Any image-based ad placed in the
News Feed can have a text overlay, but that text can’t take up
more than 20 percent of the total ad image.
5. Advertise your best, most engaging content. You know best what
your followers like. Before launching ads, have a strong content
plan that includes highly engaging content.

16. Questions?

17. Twitter Ads: What’s kept YOU from them?

18. Twitter Ads: Getting Started

19. Twitter Ads: Promoted Account

20. Twitter Ads: Promoted Tweets

21. Twitter Ads: Tips for Success
1. Include a strong, straightforward call-to-action. Ask followers to
DO something, such as:
1. Retweet
2. Follow
3. Reply
4. Enter
5. Download
6. Watch
2. Again, timing is everything. Create planned Twitter ad
campaigns around events and holidays, but keep in mind real-
time opportunities, such as trending hashtags and live events.
3. Power in numbers. Joining others who are talking about similar
topics, or who are also engaged in paid Twitter campaigns,
increases reach. (Think: Twitter parties)

22. Questions?

23. More questions?
Shoot ‘em my
way.
Email:
hanab@cmabuildstrust.com
Twitter:
@hanab08
LinkedIn:
/in/hanabieliauskas
Blog:
www.FollowMyFootnotes.com