You should think that you can get to the top of the social networks organically. This should be the “right” way to get ahead. Well, it isn’t exclusively the way to get there. Advertising on Facebook and Twitter, with a budget, can yield significant results for your business goal as well as positive results for your brand. Having spent the last 4 years advertising campaigns on Facebook and Twitter totalling in the six figures, I’d like to share insights, failures and successes. Here’s an overview of the presentation: - Earning executive support - Proposing and implementing a plan - Adjusting your strategy

1. Paying Your Way to the Top
Advertising on Facebook & Twitter
@jp_rains

2. Takeaways
• Earning executive support
• Implementing a plan
• Strategy
• Mistakes I’ve made.

3. Earning Executive Support
• Speak their language
– Cost per lead
– Cost per thousand impressions
– Expand database
– Don’t talk about likes or followers

4. $18 $14 $10
$105
$120
$26
Network
Television
Local
Television
Radio Major
newspaper
Local
newspaper
Web: Banner
ad
Cost per thousand impressions (CPM)

5. Earning Executive Support
• Respond to an existing need
– STORY: Alumni department
• Social advertising is not a “risk”
– Start small, prove it works
– Use existing budget

6. Earning Executive Support
• Digital ads were expected to represent 22% of
all advertising in 2013
• An average a university spends $9M on
external affairs
• CPM on our social advertising in 2013-2014
was $0.21 (Local paper is $26)
• Samsung spent $14B on advertising in 2013

7. Planning
• Propose what you’ll achieve in 1 page
• Example:
– Goal: Convert targeted prospects into applicants
– Strategy: Advertising on Twitter, Facebook
targeting college students leading them to the
College Transfer Applications webpage funnel.

8. Planning
• Share targeting parameters with your client
• Communicate with stakeholders
– Website Analytics (if this isn’t you, contact them!)
– Increased call volume
– Customer Relationship Management
– Admissions office
• Don’t wait for approval, this isn’t print

9. Facebook Strategy
• Facebook allows you to serve multiple visuals
– Free stock images from Shutterstock
– Upload your own #girlsundertrees
• Monitor performance and adjust accordingly

10. Facebook Strategy

11. Facebook Strategy
• Create a custom audience
• Data File
– Match emails, phone numbers, Facebook user IDs, app user IDs
or IDFAs to people on Facebook.
• MailChimp
– Sync with MailChimp to match your email lists to people on
Facebook.
• Website
– Create a list of people who have taken a specific action on your
website.
• Mobile App
– Create a list of people who have taken a specific action in your
app or game.

12. Facebook Strategy

13. Twitter Strategy
• Targeting options
– Target by province, state
– Device
– Gender (inferred)
– Keyword
– Language
• Deliver in timelines or search results

14. Twitter Strategy
• As per Twitter: change your tweet every 24-48
hours
• Target handles followed by your audience

15. Twitter Strategy

16. Twitter Strategy
• Closely monitor your results
• Adjustments required more often than FB
• Best for awareness campaigns
• Best in reaching specific influencers
• Higher spending baseline

17. Summary
• Determine your business goal
• Devise Strategy
• Exceed expectations
• Measure your performance
• Report on results