2. • Who uses paid social media already?
• Who has a separate social media line item in their marketing
budget?
• Who spends money on traditional print ads?
2
Opening Questions
3. • Sponsored Updates (LinkedIn)
• Twitter Card/Sponsored Tweets
• Sponsored Facebook Posts
• Other paid posts on Instagram, Pinterest, etc.
3
WHAT IS PAID SOCIAL MEDIA?
4. • Major social sites are crystal clear – social media is no longer
free for brands
• Brands have a choice – pay or forfeit broad reach
• Era of organic reach is over
• Paid social a huge untapped resource for marketers
• Source: Everything You Need to Know About Paid Social,
Sprinklr Whitepaper, 2014
4
B2B SOCIAL MEDIA = PAY TO PLAY
5. • More eyes on your content
• Can target content to specific audiences
• Amplify organic efforts
• Grow Audience
• Special tools specifically attached to
paid social media
• Money Quote: “The shift to paid has already happened … it’s time
to embrace that shift.” Colin Alsheimer, Weber Shandwick Source:
Everything You Need to Know About Paid Social, Sprinklr
Whitepaper, 2014
5
WHY $PEND ON $OCIAL
6. • Total paid social media audience: 4.2 billion monthly active
users (MAU) across eight platforms
• 1.3 billion MAU on Facebook and YouTube
• 260 million MAU on Twitter
• 200 million MAU on LinkedIn
• 200 million MAU on Instagram
• By 2016, paid social audience will be 8 billion MAU spanning
10 platforms
• Source: Everything You Need to Know About Paid Social,
Sprinklr Whitepaper, 2014
6
PAID SOCIAL STATS
7. • Instagram – fastest growing social network
• Expected to have 302 million users by end of this year
• No. 1 social network for delivering engagement (58 times
more than Facebook, 120 times more than Twitter)
• Sponsored photos and videos
• Source: Everything You Need to Know About Paid Social,
Sprinklr Whitepaper, 2014
7
NEW KID ON THE PAID SOCIAL BLOCK
8. • Gatefold Sponsored by GE
• Cover featured AHA CEO Rich Umbdenstock and GE CEO Jeff
Immelt
• Released With February Issue of H&HN and Trustee
• Special Landing Page on H&HN website
• Digital/ Social Assets: Cover photo, infographics
8
HF CASE STUDY: MANAGING COMPLEXITY
9. • TOTAL SM IMPRESSIONS: 667,083 – nearly 7 times the
circulation of H&HN and Trustee COMBINED.
• 41.3 percent of those who clicked on our LinkedIn sponsored
update identified themselves as CEOs, while 35.5 percent of
those who clicked on the sponsored update were in the
hospital and health care field. Five CEOs shared the piece
with their own LinkedIn networks.
• Using social media, we will have extended the reach of the
GE piece far beyond its print circulation – and gotten their
content in front of their desired audience.
9
RESULTS
10. • 60,085 Impressions
• 324 clicks on page
• 30 likes (Notable – Jennifer Hamilton, Director of Clinical
Support, Clinical Operations, Nemours Children’s Hospital;
Terry Trafton, Associate Administrator Behavioral Health,
Truman Medical Centers; Holly Madara, Administrative
Director Cardiovascular Services, St. Mary Medical Center;
Stephanie Bechtel, Clinical Product Director, Premier Health
Alliance; Kimberly Rutherford, Business Partner & Director,
A&P, GE Healthcare)
10
MANAGING COMPLEXITY: LINKEDIN RESULTS
14. 14
TARGETING OPTIONS
• Facebook: Interests, keywords, age, geography, e-mails
• LinkedIn: Company size, industry, job title
• Twitter: User handle, e-mails, hashtags, keywords
15. 15
BIDDING FOR EYEBALLS ON LINKEDIN AND
TWITTER
• Both LinkedIn and Twitter use a bidding system for their self-
service sponsored updates/tweets
• Suggested bid range depends on targeting
• The higher you bid, the more favorable a position your
sponsored update/tweet will get
16. 16
SPRINKLR’S 10 COMMANDMENTS OF SOCIAL
ADVERTISING
• Create Great Content
• Measure Wisely
• Keep Things Fresh
• Choose the Right Platform
• Stay on Target
• Escalate The Winners
17. 17
SPRINKLR’S 10 COMMANDMENTS OF SOCIAL
ADVERTISING
• Test Things Out
• Optimize Your Bidding
• Drop Poor Performers
• Learn From The Past
18. 18
EXPERIMENT/CHALLENGE FOR THE WEEK
• Repurpose some of your print
ad dollars and engage in paid
social – see what happens. You
might be surprised.
