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NYXPO Social Media Keynote - Social Advertising for Small Business

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Jasmine Sandler, Social Media Expert, created and delivered this Social Media Advertising Best Practices Keynote Presentation at the NYXPO in NYC in 2016. The speech covered
Youtube Advertising
Video Marketing
Facebook Marketing
LinkedIn Marketing
Twitter Marketing
Content Marketing

Jasmine Sandler is a Keynote Speaker on Social Media and a global social media trainer to Fortune 100 organizations. Her services can be found at www.jasminesandler.com

Veröffentlicht in: Business
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NYXPO Social Media Keynote - Social Advertising for Small Business

  1. 1. JASMINE SANDLER SOCIAL MEDIA MARKETER SINCE 2001 @Jasmine_Sandler How to Use Social Media Advertising to Generate Leads & Interest DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m© J A S M I N E S A N D L E R
  2. 2. AGENDA • WHY DO SMALL BUSINESSES NEED TO DO IT ? • WHAT IS SOCIAL ADVERTISING? • GOOGLE AND YOUTUBE ADVERTISING • FACEBOOK AND INSTAGRAM ADVERTISING • TWITTER ADVERTISING • LINKEDIN ADVERTISING DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  3. 3. Social Media and Mobile
  4. 4. WHAT IS SOCIAL ADVERTISING? • Proven way to reach Billions of potential consumers and clients on Social & Mobile • Efficient advertising for Hyper-targeting • Industry/Title • Location • Age/ Gender • Interests • Way to do dynamic ad testing and delivery • Main Ad Platforms: • YouTube/Google Display (1.5 Billion) • Facebook + Instagram (1.6 Billion + 500 MM) • Twitter (400 MM) • LinkedIn (445 MM) DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  5. 5. • Marketing Budgets Shifting Away from Traditional to Social and Mobile • Audiences consuming content more in Social for News and Information • Social Advertising Cuts Through Organic Clutter • Social Ad Costs Lower than Paid Search DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  6. 6. • YouTube video watching +50% • Facebook video posts +94% • 50% Facebook users watch one video a day • Video in FB newsfeed 3.6x increase DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  7. 7. What You Can Do with YouTube Video Ads • Product Demos • Sales Pitch • Content Marketing • Product and Service Promotion • Drive E-commerce visits • Retention and Upselling via Education DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  8. 8. YouTube TrueView Reach • YouTube In Stream • Pre-Roll/ Post Roll • Competitive Channels • Google Display • In Apps DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  9. 9. How YouTube True View Video Ads Work • Host Video on YouTube • Cost Per View of Target (post :30) • Cost Per Action Bidding • Multiple Ad Groups • In-stream • Bumper Ads • Discovery Video Ads DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  10. 10. What Does YouTube Advertising Cost? DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  11. 11. Measuring Success of YouTube Ads • # Views/ View Rate • Ave Cost Per View (:30) • Video Clicks • Engagements on Cards and Call-Outs • Multiple Ad Groups allow for In-stream and Discovery Video Ads DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  12. 12. Facebook • 1.55bn Users • 1.39bn mobile Users • 8 billion Video views daily • 50 Million Business Pages • 33% of Users engage with Brands on FB • 500 Mill Users • 95 million photos and videos per day • 50% of all Brands use IG • 75% of IG users take action from Ads Source: Facebook, 2015 DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  13. 13. What You Can Do with Facebook Ads • Raise Brand Awareness • Generate Leads • Increase Local Sales • Drive Online Sales • Promote Your App • Build Following on Facebook and Instagram DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  14. 14. Types of FB & IG Ads • Promoted FB posts for Page Likes and Shares • Event Promotions • App Installs • Video Ads to drive to site offers • Local Offers for Store Visits • Lead Generation – Link Ads • Video & Carousel Ads – Story Commercials Source: Statista, 2015 DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  15. 15. How To Set Up Facebook & IG Ads • Have Branded FB Page • Have Business Manager Account • Connect IG Account • Set Up Power Editor for IG • Create Campaign • Choose Audience Targeting • Create Video or Image Ad DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  16. 16. What Does It Cost for FB & IG Ads? DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R • CPM – Cost Per 1000 Impressions – Min.$1/Day • Cost Per Click – Min. $5-10/Day • Automatic and Manual Bidding Available • Automatic bid type, the system will bid for you and keep low • Manual bid type, you can set a high manual bid which helps your ad win more auctions • Can set Daily or Lifetime Ad Budgets
  17. 17. Twitter • 1.3 Bill Accounts • 400m Active Users • 80% active users on mobile • 60% of Consumers expects brands to reply to them on Twitter • 77% of Twitter Users feel positive about engaging brands • The average Twitter user #follows 5 Businesses • 80% of Twitter Users reported taking action from Branded Ads Source: Twitter, 2015 DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  18. 18. Twitter Advertising Opportunities Source: Statista, 2015 • Website Card Ads to Site Leads • AutoPlay videos on Timeline • # Engagement – Tweet Chat • Twitter Follow Ads • Twitter Lead Gen Ads • App Installs • Quick Post Promote DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  19. 19. Twitter Targeting and Budgeting DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R • Cost Per Engagement • Cost Per Click • Cost Per View • Cost Per Download • Cost Per Follow • Cost Per Twitter Lead • Cost Per Awareness • Set Daily Rate • Target by • Interests • Demographics • Followers • Keywords
  20. 20. Detailed Twitter Analytics DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R • Track Impressions in Real time • Results based on Objectives • Follows • Engagements • Views • Downloads • Leads • Clicks • Downloads
  21. 21. LinkedIn – B2B Social Advertising Source:: LinkedIn, 2015 DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R Senior Level Decision Influencers 60M+ Decision Makers 40M+ C-level execs 6.8M+ Opinion Leaders 10.7M+
  22. 22. LinkedIn Target Decision Maker Reach • Targeted Sponsored InMail • Sponsored Content • Display Ads • Dynamic, Personalized Ads • Text Ads Source: eMarketer, 2015 DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R
  23. 23. Danie Seattle, Washington USA Boston University Communication Bachelor of Science 2011, 25-34 Simply Measured 51-200 employees Internet Senior Marketing Manager Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging • Skills • University • Groups • Location • Title • Function • Seniority • Experience • Co Size • Industry • Gender • Age Source: eMarketer, 2015
  24. 24. LinkedIn Budgeting & Performance DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R • Cost Per Impressions (CPM) • Cost Per Click • Min $10. $50/Day • Audience Targeting Guidelines • Sponsored Content minimum of 300,000. • Text Ads target between 60,000 - 400,000. • Sponsored InMail in range of 100,000.
  25. 25. • Social Media Custom Strategy • Social Media Custom Header Design • Social Media Profile Setup & Design • YouTube • Facebook • Twitter • LinkedIn Company • Social Media Monthly Posting SOCIAL MEDIA MANAGEMENT 50% OFF! NYXPO ONLY WWW.JASMINESANDLER.COM/SOCIALLITE DIGITAL MARKETING CONSULTING & TRAINING w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R

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