Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Maximising Social Conversions - SMWi Bristol

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Nächste SlideShare
Adstars General Presentation
Adstars General Presentation
Wird geladen in …3
×

Hier ansehen

1 von 61 Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Andere mochten auch (15)

Anzeige

Ähnlich wie Maximising Social Conversions - SMWi Bristol (20)

Weitere von SearchStar (17)

Anzeige

Aktuellste (20)

Maximising Social Conversions - SMWi Bristol

  1. 1. Go to www.kahoot.it on your mobile device Enter the PIN code Pick a player name Win big prizes If you like the quiz then our “Simply The Best” workshop this afternoon will be even better
  2. 2. Maintaining a strong relationship with your brand Feed information to your customers Brand presence Content marketing Longer conversion period Granular targeting methods Creative & engaging ad formats Instant results Reaches new audiences Shorter conversion period Consider integral part of the conversion funnel
  3. 3. Organic post overload January 2016 - mid-July 2016, publishers’ Facebook Pages have experienced a 52% decline in organic reach, according to social publishing tool SocialFlow Mainly due to Facebook’s updated algorithm to shift the balance of what is seen – prioritising content from friends over brand publications Therefore paid advertising on social platforms is being used to make up for this shortfall
  4. 4. Increase in social media ad spend YoY Source: http://socialmedialondon.co.uk/digital-social-mobile-statistics-2015/ Active mobile social accounts in 2015 worldwide
  5. 5. Social network ad spend expected to reach $35.98 billion by 2017, representing 16% of all digital ad spending globally Social media advertising grew by 55% in 2015 to $10.9 billion http://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357 http://adage.com/article/digital/iab-digital-advertising-generated-60-billion-2016/303650/
  6. 6. Founded 2004 by Mark Zuckerberg 1.18 billion daily active users on average for September 2016 1.66 billion monthly mobile users as of September 2016 More than 1 million SMEs advertising through Facebook & an estimated yearly spend of $100 million by larger companies* *2015 - https://smallbiztrends.com
  7. 7. Single Image Video Carousel Auction based model - fits any budget, you choose budget and audience Formats: Single Image, Carousel & Video Images: https://www.facebook.com/business
  8. 8. Various calls to action to suit your business: Targeted ads to reach different audiences: Custom audiences: find your existing customers on Facebook using a customer contact list, website traffic or activity in your app Lookalike audiences: find more people who are similar to your best customers Target by: location, demographic, interests, behaviours, connections, Partner Categories (provided by Facebook’s third- party data partners – can target people based on offline behaviours) Apply Now Book Now Contact Us Download Learn More Request Time See Menu Shop Now Sign Up Watch More
  9. 9. Earlier this year Facebook launched Canvas  “an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products” Ads designed for mobile  available on Android & iOS A combination of videos, still images and call-to-action buttons Users swipe through a carousel of images, tilt to view panoramic images and zoom to view images in detail Advertisers have complete creative control
  10. 10. Created by Kevin Systrom and Mike Krieger Launched in October 2010 Bought by Facebook in September 2012 500m+ monthly actives, 300m+ daily actives, 4.2b likes daily, 95m+ daily posts All about visual sharing To compete with Twitter’s Vine, Instagram released a 15 second video component to their platform on June 20, 2013. Within the first 24 hours, 5 million videos were uploaded.
  11. 11. Very similar to Facebook In order to run ads on Instagram, you need a Facebook Page Photo, video & carousel formats Ads purchased and managed through Facebook’s self-serve interfaces (Ads Manager & Power Editor)
  12. 12. Instagram has recently introduced a new shopping feature Helps users identify and purchase products in photos from brands in their feeds Does not allow you to make an actual purchase within the app Selected partners can include a “Tap to view products” icon 1 tap  the icon brings up tags next to each item showing product information and price, 2 taps  loads a product page inside Instagram with more information To complete a purchase, Instagram will send users to the purchase page on the retailer’s mobile website or app Source: http://www.recode.net/2016/11/1/13478838/instagram- shopping-commerce-brands-discovering
  13. 13. List of partners includes brands such as Abercrombie, Kate Spade and Macy’s Retailers are not currently paying Instagram to take part in the shopping test Shopping features will not be included in Instagram Ads…for now Both Twitter and Facebook have previously introduced a “Buy” feature within their apps, only to later remove it Test only including a small group of iOS users in the US to begin with Source: http://www.recode.net/2016/11/1/13478838/instagram- shopping-commerce-brands-discovering
  14. 14. Founded 2006 Founders: Jack Dorsey, Evan Williams, Biz Stone & Noah Glass A global platform for public self-expression and conversation, in 140 characters, in real time 313m monthly active users 82% active users on mobile 40+ languages supported
  15. 15. Promoted Tweets – ordinary tweets purchased by advertisers to reach a wider group of users or to encourage engagement from their current followers Promoted Accounts – suggested accounts people don’t currently follow and may find interesting Promoted Trends – users see time-, context-, and event-sensitive trends promoted by advertisers Pay-per-link-click model Promoted Tweet PromotedAccount Promoted Trend
  16. 16. ‘The world’s catalogue of ideas’ Privately held company - owned by Benjamin Silberman, Paul Sciarra and Evan Sharp Managed by Cold Brew Labs, Inc. - a company that Silbermann and Sciarra founded in March 2010 Validated at $11 billion Available in 30+ languages
  17. 17. 300 million Fashion Boards 180 million Food/Drink Boards 130 million Home Décor Boards 30 million Education Boards
  18. 18. Promoted Pins - just like normal Pins, only you pay to have them seen by more people Auction based – enter your maximum CPC bid They’re native ad units that help people discover and save ideas You must have a US, CA, or UK - based business account to use Promoted Pins Promoted Pins drive traffic back to your website where Pinners can take action 2 Goal Options: Boost engagement with your pins: Track audience’s signals of intent – charged for each engagement on your pin (closeup, repin, click) Get traffic to your website: Send a motivated audience to your content – charged for clicks to your website
  19. 19. Business & employment-oriented social network Founded by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean- Luc Vaillant Officially launched on May 5, 2003 Available in 24 languages
  20. 20. B2B Minimum CPC of $2 There are 2 main ad placements: Sponsored Content (on desktop, mobile & tablet) - Native in stream ad that looks like a Linkedin post Text ads (only on desktop) – Right hand side & along the top
  21. 21. Pricing = pay-per-click (CPC) or pay-per-1,000 impressions (CPM) Minimum costs are: $10 daily budget per campaign. $10 total budget per campaign (an optional feature for Sponsored Content). $2 minimum bid (for CPC or CPM). Targeting by:
  22. 22. Google Company Launched May 2005 More than 1 billion users Available in 70+ countries and 60+ languages More than half of YouTube views come from mobile devices On mobile, the average viewing session is now more than 40 minutes
  23. 23. Pre-roll video ads – appear before other videos Other video ads – appear beside playing videos and in search results Cost: you control your daily budget and you only pay when someone engages with you ad – don’t pay if they skip before 30 seconds (or the end) Targeting by demographic, interests, topics, keywords, placements and remarketing lists Link your YouTube account to your AdWords account to create custom audiences Track your ads with YouTube’s built-in Analytics Interactive ads – allows viewers to further engage with your brand E.g. Call-to-action overlays generating clicks to website & shopping cards with product details from linked Merchant Centre
  24. 24. Founded 2011by Co-Founders Evan Spiegel & Robert Murphy Formerly known as Snapchat Inc. but became Snap Inc. in Sept 2016. Based in Venice, California Current valuation is approximately $18 billion Text and photo based messaging application Daily views increased by 400% between May 2015 – May 2016 By May 2017, Snapchat will surpass 18 billion daily video views Snapchat’s video views are now greater than Facebook’s http://mediakix.com/2016/01/snapchat-statistics-2016-marketers- need-to-know/#gs.fIlAILM
  25. 25. 60% of all smartphone users are now on Snapchat of which millennials account for 70% More users than Twitter 500 million Snapchat stories a day Users spend on average 25-30 minutes a day on Snapchat
  26. 26. Snapchat launched its advertising service, 3V, in 2015 Snapchat ads are viewed anywhere between 500,000 to a million times a day Recently expanded their advertising options and now allow marketers to make purchases through the app Targeting: CEO Evan Spiegel has previously expressed how the app is against “creepy” targeted advertising Targeting options by gender, age, device, location & context (e.g. specific publisher or audience “bundles” grouped by theme) http://mediakix.com/2016/01/snapchat-statistics-2016-marketers- need-to-know/#gs.fIlAILM
  27. 27. http://mediakix.com/2016/01/snapchat-statistics-2016-marketers- need-to-know/#gs.fIlAILM • SNAP ADS: • 10 second, vertical, full screen video ad that appears in the context of other snaps. • Swipe up option to see more • Swipe-up rate for Snapchat is 5x higher than the average CTR on comparable platforms • SPONSORED GEOFILTERS: • Special filters users can apply to their snaps • When users are in the location(s) of your choice, your Geofilter explains where, when and why they took the snap • SPONSORED LENSES: • Brand activation  offers a “play time” where the users spend time playing with the interactive ad you’ve created • Some include prompts like “raise your eyebrows” to trigger an animation
  28. 28. • DISCOVER • A section of Snapchat that hosts new content from publishers • Not on native landing page, must be accessed through Discover or Stories pages • Advertisers can take over all ad space or own a 10 second segment of a publisher’s Discovery Story • Best suited to advertisers looking to fuel national awareness • Pricing determined by view count  cost per view = $0.02 • LIVE STORY • A series of user-submitted content documenting major events and themes • Advertisers can opt to take over all ad space or sponsor 10-second segments of a Live Story • Signified by an “ad” watermark on the video and are active for 24 hours
  29. 29. Barry Madge, Manor House Hotel Using Facebook’s powerful audience targeting and ad formats, SearchStar created campaigns for family and golf breaks. The targeting included breaking out campaigns by parent age-bands, ages of children, competitor and golfing interests. Carousel ads were created with engaging and appealing imagery, while tailored landing pages were set up to ensure each audience segment had the most relevant information to them.
  30. 30. SearchStar suggested a running social ads on Facebook and Twitter to increase website visits and bookings during their peak booking period. Facebook running prospecting and remarketing campaigns with both image and video ads. We also ran a campaign to drive Page Likes. Twitter running prospecting and remarketing with both video and image ads. We also ran a re- engagement campaign targeting users that had interacted with the prospecting video, encouraging them to visit the site and book a villa. Lisa Leggate, To Tuscany Between 1 January – 29 February 2016
  31. 31. Initial campaigns were set up on Facebook encouraging recent site visitors to book, However, we quickly found the conversion rate to be lower than other marketing channels. In order to increase conversion we suggested running a four-week promotion remarketing offering a discount on any parking booked through Facebook. With the introduction of a promo code, 5% less budget was spent while delivering a 1741% increase in bookings. Facebook is now a much more significant contributor to total monthly sales and revenue for the car park. Alec Hodgson, Edinburgh Airport
  32. 32. Go to www.kahoot.it on your mobile device Enter the PIN code Pick a player name Win big prizes
  33. 33. Reliable Analytics Account set up Social traffic sources correctly ‘tagged’ Use the Analytics reports Understand how social appears in your journeys

×