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Social media advertising slides Bristol Nov 17
- 1. Social Media Advertising to find New Overseas Customers
- 4. Agenda • Introduction and Welcome • Levels of understanding • Audiences, customers and platforms • Internationalisation Done Right • Coffee • Case Studies • Let’s get hands on • A bit about Export for Growth
- 12. Q: What is the most important question you need to answer when marketing a product or service? Question
- 13. Who buys your stuff? Personas (or in old marketing speak target market!) Answer
- 14. Women aged 34-55 Income range £40- 60k+ Interested in polo/horse events The audience Creating a persona
- 18. How can you find out who buys your stuff? Question?
- 20. Exercise: Build up to 3 personas that would buy your product or service. Start with your lead persona. Work in pairs. Exercise
- 21. What is the 2nd most important question you need to answer? Question.
- 22. Where do they hang out? Platform – online and offline Answer
- 23. Which Platform? 2bn active users 328m active users 200m active users 1.5bn active users 260m active users 800m active users 300m active users 166m active users a month; video & messaging; 18-24s make up largest demographic but teenagers use it prolifically; awareness and engagement
- 24. Let’s whizz around the social media world…
- 25. Let’s whizz around the social media world…
- 26. Let’s whizz around the social media world…
- 27. Let’s whizz around the social media world…
- 28. Let’s whizz around the social media world…
- 29. Let’s whizz around the social media world…
- 30. Let’s whizz around the social media world…
- 31. For each persona, where do you think they ‘hang out’ online. Where do they get information? What sites do they read? Where do they shop online? Exercise
- 32. What is the 3rd most important question you need to answer? Question
- 33. What are you going to say to them? Proposition Answer
- 35. For at least one persona, create a message or an idea for them and think about where you would place that message. Exercise
- 42. Translate international pages and keywords www.yourcompany.com/de
- 43. Tell Google (and Bing) what you have done Geotargeting in webmaster tools <rel=“alternate” HREFLANG=“de” href=“https://www.yourcompany.com/de”>
- 45. Design for mobile Whose website is designed for mobile? Hintability Page speed Layout CTAs Key functionality in the top third Text phone number – international! Stong branding
- 47. What is the most important factor that people take into account when buying online? Question
- 48. Trust Answer
- 49. Pay attention to localisation of language
- 53. Social Media Advertising to Reach New Markets
- 54. What are you trying to achieve?
- 55. What are you trying to achieve? Leads/data collection Brand awareness Claim an offer Website traffic App installs Direct sales Video views
- 56. What are you trying to achieve? Different social networks deliver different objectives Facebook isn’t always the best option Tailor your efforts to each specific channel
- 57. What are you trying to achieve?
- 58. Who are we talking to and where? http://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options- infographic Location Age, gender, education, financial, job, life events Parents, family, relationships Interests: marketing, retail, small business, aviation, reading, movies, fitness, food and drink, hobbies, activities, pets, home, technology Behaviour: purchasing, media, travel travel, cars, digital
- 59. Custom Audiences
- 61. Inspiration: Facebook Success Stories https://www.facebook.com/business/inspiration
- 62. Inspiration: Adespresso Ad Gallery
- 63. Ad types: Photo
- 64. Ad types: Video
- 66. Ad types: Canvas
- 68. What are you trying to achieve? Case study exercise: groups of 4 Each group has a different scenario Your business wants to grow internationally – how might you use social media advertising to do this?
- 69. Jiggly’s Jam
- 70. Create your ad: step 1 Select your marketing objective From your home page select, ‘create ads’ from the dropdown menu in the top right hand corner
- 71. Create your ad: step 1 Select your objective & insert your campaign name Your marketing objective is what you want them to do!
- 72. Create your ad: step 1 Select your objective & insert your campaign name Enter your account info:
- 73. Create your ad: step 2 Find the right audience It’s beneficial to be as specific as possible, aiming for an audience under 50,000 people Avoid using generic interests such as nature and food. Choose brands, books, sites and even other Facebook pages if available!
- 74. Create your ad: step 2 Find the right audience Location You can select entire countries, state/region, city, zip code/postcodes You can condense more by age, gender & language
- 75. Create your ad: step 2 Find the right audience To narrow down even further…target based on demographics, interests, behaviours and more under ‘detailed targeting’ Finally, use ‘connections’ to reach people who have a specific kind of connection to your page, app or event. Once you’ve made your selections, press Save Audience and you’ll be prompted to give your audience a name.
- 76. Create your ad: step 3 Setting your budget & schedule You need to define how much you’ll spend either daily or over a lifetime Source: 5 – Facebook.com Why would my actual spend be different from my daily budget? 6. Facebook Business. Lifetime Budget.
- 77. Create your ad: step 3 Setting your budget & schedule You can schedule to run your advert continuously, or within a start and end date
- 78. Create your ad: step 4 Designing your advert Choose the format you want from the options, depending if you have multiple images or videos or collections of products…
- 79. Create your ad: step 4 5 essentials to your ad! ① Image/video. This has a big impact on how people respond to your ad. ② Headline. This should grab people’s attention and tell them what the ad is about. Keep it to 25 characters. ③ Text. Tell a bit more about what you are promoting/your URL. Keep it to 90 characters. ④ Call to action – tell people what you want them to do! ⑤ News Feed link description – tell customers where they are linking to.
- 80. Create your ad: step 4 You’ll be prompted to enter the information on the page. You can preview the ad on different formats. At the bottom of the page, you will be prompted to ‘Place Order’! Click on the button and enter your payment details
- 82. Thank you and questions. Nigel Barker International Digital Marketing & Ecommerce Advisor
- 84. Thank you for your time Any Questions?
Hinweis der Redaktion
- Leave our opinions at the big metaphorical door! Who hates fb? Who hates twitter? Or Linkedin…we all have our opinions… but… Doesn’t really matter what our opinions are of these social media platforms…its about what they can potentially do for your business that is important and who is on them?
- Who was trending higher or lower yesterday evening on FB or twitter?
- Duties on beer wine and whisky are frozen (lower) Or Stamp duty cut for first time buyers (£300,000) (HIGHER)
- U.S. dept of treasury slaps new sanctions on N. Korean, Chinese firms (LOWER) Or Trump v LaVar Ball (HIGHER) President Trump escalated his Twitter war with basketball patriarch LaVar Ball, calling him “a poor man’s Don King” and an “ungrateful fool.”
- David Cassidy, US musician and heart throb of the Partidge Family passed away… Lower Or US justice dept accuses an Iranian of hacking HBO and stealing Game of Thrones episodes (higher) President Trump escalated his Twitter war with basketball patriarch LaVar Ball, calling him “a poor man’s Don King” and an “ungrateful fool.”
- So we can gauge where everyone’s levels of knowledge right now we are going to do a show of hands… Who has a social media strategy for their business? (audience/persona > business goals > social platforms > tone of voice > what is success?) Who is on 1 sm platform, 2, 3 4 etc Who has used sm advertising before? Who has used sm advertising to target overseas audiences? Anyone here is on Export for Growth programme?
- We are here today to talk about social media and in particular social media advertising and how we can use it to reach new markets and what we have to think about with regards targeting international audiences. Before we start I just wanted to show you some recent research that shows an internet minute in 2017…Social media is a large part of an internet minute… Social media is a strong influencer in the world of e-commerce. Shares and recommendations of products or services help increase brand recognition, improve buyer trust, and drive sales. According to Hubspot, 71% of consumers are more likely to make a purchase based on a social media reference. Mobile is more and more important. And I know we will talk about this more today. But think about how many times we check our phones…research tells us its around– 150 times a day Spend around 177 mins on our phone a day – for about a minute at a time We could call these brief snacking moments. We don’t go online anymore. We live online. And this has had a huge impact on the growth of social media and how it influences behaviour, what we purchase and how we go about purchasing things… Think about how you start the buying process? Where do you start now a days? If you want to buy a new bike? A new computer where do start looking? What do you use to start looking? Google? Mobile Phone? Tablet? Ahead of making a purchase, more than half (53%) of consumers say their mobile is the most important device for research (Marketing Week.com) This workshop today aims to be an introduction to social media advertising….to get you started and show you the process. To enable you to start talking to and influencing overseas customers… But it is not a quick win solution. You wouldn’t generally expect to put one ad up and get an immediate response with an influx of overseas visitors clicking on your advert. It might take some time, some testing of different ad formulas or creative options to see which ads work best…then you might want to scale your ads to increase your results further. And all this is assuming you have all your ducks in a row to sell overseas…for example do you sell in multiple currencies, do you have international shipping options, are you set up for export duty and any compliance/regulation issues that may be relevant to your business and the market you are targeting…
- Please introduce yourself and your business…and what’s your USP? What’s special about what you do? Why should someone come to you over your competitor?!
- Example of Persona: Vouchercodes Personas Visual Design - Design of wall decals which featured prominently in Vouchercodes' London office, their purpose to focus the customer team on their core personas, in a way that made them feel like real people and would remain vivid in the staff's collective consciousness.
- Nike
- FB – audience insights Instagram Google Analytics – demographics Ask them – customer survey Study them! Desk research Customer listening on social media
- So if we think about using SM to grow your biz across the globe, the main benefits (or goals) are the same internationally as at home. build brand…promote prods / services….engage with customers But with any form of international biz, conducting conversations around the globe, on FB, twitter and the like can bring new challenges… I don’t want to bombard you with loads of stats that are going to send you to sleep, but did you know… If FB was a country, it would be the most populated country in the world…. (nearly 1.6bn people) – China 1.3bn, India 1.25bn 2.3bn social media users in the world 85% of global users are accessing SM through mobile So which one is right for your business… This infographic, which I have copies of if you are interested in (and you can find on google) summarises the main SM, who they are targeting, their purpose and what they are best for… And as always do your research and choose the platforms whose users match your target market…but remember you don’t need to use them all!
- Quick whistle stop tour of the SM world… as we know a few SM services have a near global presence- FB, Twitter, Linked in… yet there are also other noteworthy local alternatives in some countries In Latin America the no 1 SM network is FB, followed by blogger sites and then linked in Local networks of note include Taringa.net (Argentine social network with a large following of spanish speaking countries) and nametests.com
- FB dominates in the US, and Youtube, linked in and Google + are dominant. Similar for Canada with twitter in the mix.
- The social mix in Aus resembles the rest of English speaking world. FB and You Tube dominate. Twitter is along way behind.
- More than any other world China is different mainly because of Govt censorship. FB and Twitter are blocked, although some users still have access to them. The most sig chinese networks are home grown. WeChat has almost 900m users and is more than just a social network. Its got a photo sharing app, messenger service, payment service, games. Our china specialist who lived in China for a number of years told me that you can basically do everything you want to without even leaving the WeChat app…chat, shop, read articles…and most of this will be done on a phone. Weibo – 313m users has been dubbed the Chinese twitter and functions in the same way as twitter. And there others including Youku (video), Qzone, Renren, Kaixin if you are interested with differing audiences.
- In Europe, Fb, Twitter, Linked and Youtube dominate. there are some b2b social networking sites that have been developed – Viadeo in France and Spain (65m members) and Xing in Germany (10m active users) Nk.pl in Poland (losing traffic over the last 6 months – Alexa.com) Tuenti was powerful in Spain but much of its lead has been eroded (esp by Twitter)
- Africa – FB and Twitter most popular, with some local networks depending on which country you are targeting Middle east – FB most popular, and Instagram has grown to become the second most popular network, twitter now declined into third place – snapchat becoming very popular with younger consumers. India – once more FB and twitter – and online gaming is also popular
- Russia – heavy users of social media. FB and to a lesser extend twitter are present. But the dominate site is Vkontakte (v-kon-tac-t-ya). Also popular is schoolmates reunited site Odnoklassniki. (od-noh-KLASS-ni-ki) The Japanese market, similar to the chinese market, has been dominated by local operators, although this is changing... Mixi is a local network, but sign up restrictions make it difficult for non-Japanese to access, FB and Twitter are the better established. Twitter for personal use and FB for more b2b use... In South Korea Kakoa Talk is a social platform used by nearly all smartphone owners and should be considered alongside FB. Phew... that‘s pretty much most of the world done! So we‘ve thought about who we want to talk to and where, how we want to talk to them and with which social network. So what tools do these social media networks have specifically to help you reach audiences around the globe?
- And each proposition will differ basing on your persona, and possibly where they are hanging out. A message on LinkedIn will look different to a message on Facebook, but you might be targeting the same audience.
- If we return to Vouchercodes Personas The messages they use in their marketing comms will differ depending on their personas they are targeting. Rob, as a classic shopper with a higher disposable income, who has little time to hunt around for voucher codes will have a different treatment and message to Isobel who is very spontaneous and loves a bargain and will respond to deals.
- Show of hands https://www.wired.com/2016/04/wait-web-isnt-really-dead-google-made-sure/ Back in 2010 wired magazine wrote an article about this very subject…people were moving away from the web favouring content on apps – on devices that worked more efficiently and looked nicer! Basically the adoption of mobile had a large part to do with this – now that websites, search engines particularly and a lot of websites are now mobile first or responsive the website is more fundamental than ever before…. 57% of all search is now done on a mobile device
- The website is at the centre of your digital marketing universe It is both driven by and informs social media strategies and campaigns Your website should be the central hub where you add and publish new content which can be shared across your various channels – using videos, blog, social media, email newsletter and a host of other content marketing strategies. However, all your digital activities should point people back to your website, which if finely tuned and professional in its appearance will convert visitors into customers. Visitor journey – immediately know who you are/what you do/your story & USP Free download Connect (social media, newsletter, webinar) Enquire (quote, contact us, phone no email etc) Buy (buy upsell promo)
- Make life easy….for your customer… How do we do that?
- Tracking and conversion pixels and tags Facebook Pixel LinkedIn Pixel Twitter Website Tags
- Google’s mobile first index coming in in early 2018! Whose site is designed for mobile? Mobile first or responsive? Nearly 60% of search is on mobile. Over 80% of social media users are accessing it via a mobile device! Mobile responsive or mobile compatible 80% penetration in Germany for adults with smartphone (46% tablet) 83% say constantly checking their phone and searching. Make sure your mobile site not only works but works well Design for mobile first not second. Assume they will be hitting the site via mobile. China – 82% of purchases on mobile rising to 90% for fashion Google? Mobile Phone? Tablet? Ahead of making a purchase, more than half (53%) of consumers say their mobile is the most important device for research (Marketing Week.com)
- Content is king…relevant content! It’s all about really drilling down to your personas/micro audiences and providing information they will find useful, in a language/format that they will be able to consume. Dominos pizza – leaflet through the door. To me that’s junk mail. To my son, who is 13 – its dietary advice! Some research was done with some student as Plymouth uni…advertising on sm…
- Ubiquitous…mean the same in berlin as in brazil… How Consider embedding a Google/search engine friendly star system as these help with conversions Review Trust, Trust Pilot, Feefo, B2B … trust elements…experience, team information, testimonials, logos of companies worked with, case studies…
- Translate to the audience.
- Translate to the audience.
- Translate to the audience. Thong example – company wanted to sell flip flops to the UK. They had some really strong designs and they were selling well in Australia. They were running some ppc ads targeted at their personas but were not having much luck. Can any one guess why? They were calling them Thongs in the PPC ads! Not flip flops…
- We are now going to move more specifically on to social media advertising…So what are you trying to achieve? You need to set some goals…QUESTION – WHAT SORT OF GOALS COULD WE SET? With any plan, be it a marketing plan a business plan or an advertising campaign social or otherwise it is really important to define your goals. What are we trying to achieve. It we don’t know this, we don’t know if it has been successful or not. And the more specific we can be about this goal the more accountable we can be into how successful it has been. If we are entering a new market for example, do we want to focus on brand awareness? Or are we more interested in a direct call to action, so asking people to go to our website and buy something? Or are we looking to use the advertising campaign as a lead generating tool? And there are many variations of goals we can focus on in sm advertising…
- In terms of the objectives that we could be looking at…we could be trying to generate leads (Facebook is great at this – it has a ready made form facility that comes pre-filled in with the persons Facebook details once they click on the call to action button). We could be trying to generate website traffic, Brand awareness, app installs, or run a promotion for a particular offer. We could be aiming to increase sales in a particular market or get people to look at our video. Or a combination of a number of these. Recent research showed that the top 3 social media goals were awareness, lead generation and customer loyalty.
- We know that different social networks deliver different objectives – they operate in different ways, they can help target different audiences more effectively. Pinterest is 80% women. LinkedIn and Xing are B2B networks. Snapchat has a very young audience Facebook has an incredibly high reach so can be good at targeting b2c and b2b audiences if you use the targeting tools available… Facebook also has an array of useful tools for developing international markets including custom audiences & lookalike audiences… Facebook isn’t always the best option. It is important to tailor your efforts to each specific channel – think about where your audience hangout…think about your product/service… is it a visual product? If it is maybe instagram and Pinterest might be a good social media to use? If it is a formal product/service, twitter and Linkedin might be more appropriate…
- There is a vast array of information to be gathered for inspiration…for example if you look at Facebook Business they have a success story section, and you can search for all the case studies relevant to your business/sector or what you are trying to achieve…Twitter & Linkedin also do something similar.
- In addition AdEspresso have something called Ad Gallery which is a database that you can search to see examples of facebook ads within certain sectors.
- a full-screen adexperience built for bringing brands and products to life on mobile.” It allows advertisers to deliver fully immersive, interactive ads that are hosted completely on Facebook — thereby eliminating the need for users to click out of the app to engage with mobile content.
- Video or photo, with 4 images underneath it…idea is it used to promote a collection… Again great for clothing or product based ecommerce websites that want to promote a collection of products… mobile-only ad format that allows advertisers to feature videos or photos of a product above four product images in Facebook News Feed. Clicking on an ad leads people to a shopping experience showcasing multiple products
- Add brief description via John
- Phew. There we have it. Social media advertising to reach overseas markets. Any final questions for us!