Social Media Advertising | ABTA Advanced Social Media Trends In Travel 2019
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In 2019 Adido were headline sponsors for ABTA's Advanced Social Media Trends in Travel event with members of the team delivering several talks during the course of the day. Our Paid Social Media Manager, Robin Brooks delivered this talk on Social Media Advertising
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Social Media Advertising | ABTA Advanced Social Media Trends In Travel 2019
- 1. ROBIN BROOKS ADVANCED SOCIAL MEDIA IN TRAVEL
- 2. HELLO! Robin brooks – Paid Social Media Manager @Adido email… robin.brooks@adi.do
- 3. • Paid vs organic advertising o Which works better? • Follower overview for: o Facebook, LinkedIn and Twitter • Audience targeting o Segmentation, Naming Conventions & Tracking • Social media strategies for growing your brand o Tips, tricks and tools to suit all budgets WHAT I’M GOING TO COVER:
- 4. PAID VS ORGANIC WHICH WORKS BETTER? Organic - How many people can you reach for FREE on Facebook? Facebook History 101: 2007 anyone could create a page and post unlimited content 2012 we learned not everyone was actually seeing our content - About 16% 2014 a study showed that organic reached dropped from 16% to 7% and pages 2016 Was indeed a dark time in organic posting - All page posting reached the lows of 2% of total followers. 2017, Facebook’s largest update by far gave users the ability to use an ad free newsfeed… You can imagine the consequences! 2018 and the data ”misuse” by Cambridge Analytica forced Facebook to tackle user privacy. 2019 The above linked very well with a further newsfeed update which favours content from ‘friends and families’ over Facebook pages The latest update doesn’t eliminate page content from newsfeeds entirely but instead gives it priority in the following ways: • 1.) If the content is shared over Facebook Messenger. • 2.) If the content is Liked or commented on. • 3.) If the content receives multiple replies. • These are "Meaningful Interactions" between users. • Pages organic posts still ONLY reach around the 4% mark, 2% if you have over 250k followers. • There is hope, this can be increased if any of the above steps are adhered to in a positive way… until the next Facebook update!
- 5. FOLLOWER OVERVIEW THE PLATFORMS Facebook: The social hostess with the mostest (users) Status updates, upload an unlimited amount of photos, share links, videos, events and join groups! Instagram: A fast, beautiful and fun way to share your life with friends through a series of pictures and videos. Now with Stories and IG TV. Twitter: A social networking/micro-blogging platform that allows groups and individuals to stay connected through the exchange of short status messages. LinkedIn: A place where groups of professionals with similar areas of interest can share information and participate in a conversations. Or get approached by recruiters…
- 6. FACEBOOK DEMOGRAPHIC USAGE Facebook age & gender demographics With the exception of adults aged 65 and older, Facebook is used by a majority of people amongst all other age ranges. In terms of gender, the demographics of Facebook users is nearly split down the middle, but leans more towards a female user base with 54% women and 46% men. According to the Pew Research Center’s report, 62% of all online men and 72% of all online women use Facebook.
- 7. INSTAGRAM DEMOGRAPHIC USAGE Instagram usage among key demographics For starters, general Instagram user demographics include 35% of all US adults with 1 billion monthly active users and 500 million daily active users. Its Stories feature alone boasts 400 million daily active users. Instagram leans towards a much younger audience than that of Facebook, appealing to teens and young adults with its straightforward, photo-centric design and ease of use. The platform also is more popular among women than men, with 39% of online women using Instagram vs. 30% of online men.
- 8. LINKEDIN DEMOGRAPHIC USAGE LinkedIn demographics LinkedIn is the number one platform when it comes to B2B social media marketing. Known for connecting professionals, LinkedIn has over 590 million registered users. The percentage of online women and men on the social media platform is equal. Only 25% of online women and men use LinkedIn.
- 9. TWITTER DEMOGRAPHIC USAGE Twitter usage among key demographics Twitter is incredibly popular amongst its user base, and also has become an exceptional platform for brands to use for social customer service. As one of the last remaining social networks with a chronological feed, Twitter has stayed a favorite for many of its users. Most popular with people in their 20s, the breakdown of Twitter user demographics shows that the platform is preferred by those in younger age ranges. Perhaps surprisingly, Twitter demographics for gender reveal that the spread of women vs. men on the platform is nearly even.
- 10. AUDIENCE TARGETING SEGMENTATION Why Segment? If you don’t segment and produce content that will appeal to everyone, you risk producing content that is flat, generic, and mediocre. “In trying to please everyone, we end up pleasing no one.” Seth Godin Segmenting an audience avoids mediocrity because it makes your content more personalized/focused - It lets you: • Define your target audiences • Tailor your message to resonate specifically with them • Meet a specific need that can help drive up conversion rates • Build a relationship with your customers and earn their loyalty • And bring in leads to accelerate your sales cycle
- 11. • Campaign Name: • [Campaign Name] – [Objective eg: Conversions] – [Budget Optimisation eg: Campaign or Ad Set Budget] – [Other Variations eg: Split-Test or Campaign bid strategy when necessary] • Ad Set Name: • [Conversion Type eg: Purchase, Lead etc.] – [Audience Targeted] – [Placements eg: Facebook Newsfeed] – [Budget/Scheduling where necessary] – [Other Variations eg: Dynamic Creative] • Ad Name: • [Copy Details eg: Its time to purchase] – [Heading Details eg: Click Here to Purchase] – [Asset Details eg: Video, Image, Carousel etc.] – [Other Variations eg: Specific URL] AUDIENCE TARGETING NAMING CONVENTIONS Why use a solid naming convention? To easily see, at a glance, what optimisations you are using, who/how you are targeting, and the individual messaging being used by your ads.
- 12. • UTM Tracking: o https://gener8ads.com/?utm-source=facebook&utm-medium=paid-social&utm-campaign=18-35-lookalike-user-list-desktop-only&utm-content=living-a- happier-life-quote%20video Utm-campaign – Can be aligned to the ad set targeting to give you a picture of the audience that is driving the conversion in Google Analytics. • e.g. 18-35-lookalike-user-list-desktop-only Utm-term - Used when you have a carousel and need to differentiate between links • e.g. &utm-content=living-a-happier-life-quote%20video&utm_term=card-1 • or &utm-content=living-a-happier-life-quote%20video&utm_term=see-more Utm-content – To highlight the main message hook in ad copy and ad type, Image or video etc. (separated by space which is auto populated with %20) • e.g. &utm-content=living-a-happier-life-quote%20video Utm-source / utm-medium – keep to the standard labels (and use lower case) to allow reporting to be consistent with Google Analytics default settings It’s always best to use ‘utm-source=facebook’ (or instagram, or twitter etc.) and then we recommend using utm-medium=paid-social to differentiate in Google Analytics between paid social activity and paid search activity as ‘CPC’ is the default medium for Paid Search. Note: If you customise the utm-medium from the default settings (e.g. use paid-social), then you will need to update your default channel settings. This can be set up in ‘Channel Settings’ in GA (admin), otherwise it will place your activity under ‘Other’ which is less helpful. AUDIENCE TARGETING TRACKING
- 13. TIPS, TRICKS AND TOOLS TO SUIT ALL BUDGETS SOCIAL MEDIA STRATEGIES FOR GROWING YOUR BRAND
- 14. HOW TO SPY ON THE COMPETITION? IT USED TO BE HERE…
- 15. HOW TO SPY ON THE COMPETITION? IT’S NOW HERE…
- 16. HOW TO SPY ON THE COMPETITION? …
- 18. INSTAGRAM
- 19. BID FOR AWARENESS OPPOSED TO ENGAGEMENT! TIP NUMBER 2:
- 22. A FINAL THOUGHT ON CLICKS…
- 23. CREATIVE IN A MOBILE WORLD WHEN IT COMES TO MOBILE, WE'RE TURNING TO VIDEO
- 24. Consumption of video on mobile is frequent and fast!
- 25. Use vertical video to drive performance
- 26. CAPTURE ATTENTION ALONGSIDE THE SPECTRUM Short, on the go Long, lean back On the go Lean forward Lean back Short video in feed and in Instagram Stories You can also use Canvas Carousel Collection In-stream videos But with in-stream the content needs to be on Newsfeed as well.
- 27. ALSO… MOBILE AFFECTS ATTENTION SPANS FOR OTHER MEDIA During the season premiere of a very popular TV show, the usage of Facebook went up at EVERY commercial break COMMERCIAL PRE/POST SHOW SHOW 250,000 200,000 150,000 100,000 50,000 Activepeople Minutes of show
- 28. AND FINALLY… THE OPTIMAL CAMPAIGN SET UP:
- 29. THANK YOU! If you need any advice or have any questions? Please free to drop me an email at… robin.brooks@adi.do
Hinweis der Redaktion
- This is how it used to work… the more likes your Facebook Page had, the more people would see your content, and engage with it. The more engagement, the more people who weren't following your page also received exposure to your content. Since the algorithm change, or since Facebook was nerfed, it’s been harder and harder for Pages to reach their followers. Why? Well, essentially pages were over powered and needed to be patched. Facebook needed to limit this power and get pages to spend on advertising instead of being able to grow their brand organically. Facebook say they will prioritise “meaningful interactions” from friends and family over content from brands. Facebook no longer cares how much time users spend on its platform, as long as that time is “quality” time. This is quite a big deal as most social networks, including Facebook, have traditionally competed for increasing lengths of “time spent.” The longer users spent on a network, the better.
- Facebook is used all around the world, with about 89% of monthly active users living outside of the US and Canada and more than 50% speaking a language other than English. With such a diverse platform, it’s easy to find your target audience no matter where they are.
- The Facebook-owned photo sharing app has grown in both features and its user base since its inception in 2010. Since the addition of Stories and IGTV in the last few years, Instagram’s user base has only increased in size.
- To deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Subgroups can also be based on behavior such as purchases made in the past. Psychographics come into play when you have access to insights about your audience’s personality types, values, attitudes, and beliefs. An example is creating separate segments for people based on whether they are family-oriented versus individualistic, leaders versus followers, or adventure seekers versus homebodies. Tip: Allow wiggles room.
- Why? Over the years, Facebook has been criticized a lot on issues such as privacy, tracking, censorship, and election interference. As a result, many people are pushing the social networking platform to become more transparent. Info and Ads used to be one way Facebook let us do this. But things have changed…
- It was specifically designed to increase transparency and accountability for bad actors, which will hopefully help to prevent abuse on Facebook. Facebook said, “We believe that when you visit a Page or see an ad on Facebook it should be clear who it’s coming from. We also think it’s important for people to be able to see the other ads a Page is running, even if they’re not directed at you.” Turns out this transparency play can also be a win for businesses advertising on Facebook and Instagram :)
- This section is included on every Facebook Page, even yours. It allows people to see more information about any organization on Facebook. CLICK: It also lets people view the Page history CLICK: People who manage the page CLICK: and, of course, the active ads a Page is running across Facebook, Instagram, Messenger, and Audience Network.
- What’s more, Facebook also lets you view ads by country! This provides another way to see a Facebook Page’s active ad campaigns. Also if the page is political in nature, then you can even see how money it’s spent on advertising!
- If you’re more active on Instagram than Facebook, you might want to only see the Instagram activity. Here’s how: CLICK To get started, navigate to the Instagram profile you’d like to learn more about. Then, tap the three on the top right corner. CLICK – Then tap “About The Account” to be taken to Info and Ads on Instagram. CLICK - Here, you can find general information about the page, to see the ads click “Active ads.” CLICK - The best part is that Instagram allows you to view ads by format. Just tap “Feed” or “Story” and then tap on an ad to see it.
- Bid for Awareness opposed to Engagement! Like Clicks! Engagement is complex Traditional marketing – Is about moving hearts Online Advertising is ALWAYS about clicks. (Who here measures success with the amount of clicks?) Facebook is slightly different, we have likes (reactions), comments, shares, onsite and offsite clicks. What's more, clicks are classed as engagement.
- This is something I learned at Facebook recently. Bidding for engagement limits your audience… Why? Well apparently 99.3% of your buyers never click And 1% of ALL users engage. Clicking is engaging. So what does this mean, what do we have to do?
- Focusing on Brand Awareness dives higher ad recall. Simply by changing your objective at the top of your funnel from clicks to brand Awareness can result in higher ad recall and higher reach as the brand awareness optimisation is cheaper. Here we have…
- Optimising for clicks excludes (CLICK) 91% of your audience… CLICK - It also ends up being more expensive!
- What about the creative one should focus on in a mobile world? What works best, what's good to aim for to capture the attention of your target audience? When it comes to mobile, consumers are turning to video. - 78% of total data traffic will be video by 2021 - Three times more people were engaged with an ad when a brand name and message were presented in the first ten seconds of a video ad - 79% of consumers would rather watch a video to learn about a product, than read text on a page
- With Video being key, here are some things to consider: Its important to lead with brand – Get your logo in front That said, videos work best when they are between 10-15 seconds long and FRONT LOAD your content. 2-3 Delight with sound when you can… 98% of people watch video without sound so subtitles are key. We know the specs – square and horizontal 9:16 for Instagram.
- Talking about vertical video - People of all ages are watching more video on mobile. Vertical viewing, in particular, has spiked in popularity. According to a YuME report, it's providing a more intuitive experience for people. In fact, 79% of novice vertical video consumers agreed that the format is more engaging, and said that they would choose the vertical format in most cases.
- Building campaigns around the attention spectrum Addressing the three types of Facebook mobile users: - On the go - Lean forward - Lean back It's important to know that these are rough guidelines and the formats themselves can be used in a flexible way. For instance, Canvas is a full-screen experience that is great for "lean forward" behaviour that invites people to interact, but you can also include a longer-form video and tap into "lean back" behaviour.
- While TV is still an important part of our cultural zeitgeist, there are more things to distract us as we watch – especially during commercial breaks. Facebook analysed the season premiere of a popular TV show in the UK and discovered that usage of Facebook surged during the commercials. One million people noted on Facebook that they were watching. Facebook took a look at usage pre, during and post the show. The peaks you see in activity coincide with ad breaks. Note that usage went up at every commercial break. Facebook can and does complement TV and programme viewing times.
- I will explain where and how to use awareness in the optimal campaign funnel set up!