Social Media Marketing: A Guide to Advertising on Facebook, Twitter and LinkedIn

April 25, 2012

SOCIAL

ADVERTISING
Part
I

Everything
You
Need
to
Know
about

Adver6sing
on
Facebook,
LinkedIn,

and
Twi?er

AGENDA FOR DISCUSSION

Facebook
Twi;er
LinkedIn

•  Network
rules
and
•  Ad
types
and
•  Marketplace
func6ons

ad
types
performance
•  Best
prac6ces
elici6ng

•  What
works
and
•  Content
cycle
engagement

doesn’t
work
•  Targe6ng
best
•  Scheduling
strategies

•  Sponsored
Stories
prac6ces

Summary
and
Q
&
A

AGENDA FOR DISCUSSION

Facebook
Twi;er
LinkedIn

•  Network
rules
and
•  Ad
types
and
•  Marketplace
func6ons

ad
types
performance
•  Best
prac6ces
elici6ng

Why?

•  What
works
and
•  Content
cycle
engagement

doesn’t
work
•  Targe6ng
best
•  Scheduling
strategies

•  Sponsored
Stories
prac6ces

Brand

Summary
and
Q
&
A

TODAY’S SPEAKERS

Maya
Grinberg

Social Media Manager

Featured in
Huffington Post
Social Media Today
Social Media Examiner

Cornell University
@papayamaya

Tweet freely! We’ll be sending some shirts out for
great commentary! Use @wildﬁreapp and #wfwebinar

TODAY’S SPEAKERS

Amanda
Andriesz

Manager, Industry Strategists

Worked on
PepsiCo
ABC7
Microsoft

Goodby Silverstein, AKQA
@pandapout

Tweet freely! We’ll be sending some shirts out for great
commentary! Use @wildﬁreapp and #wfwebinar

WHAT WE’VE LEARNED

Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com

FACEBOOK AD MARKET

Facebook

•  CTR
improved
by

18%
in
2011

•  Facebook
earned

23%
more
in
ad

rates
at
the
end
of

2011
compared
to

Q1

900MM+
acNve
users

6
hr
33
mins/
month
in
U.S.



Facebook

•  Stay
in
network
where
possible

•  Social
ads
perform
be?er

•  Sponsored
stories
are
an

opportunity
for
unprecedented

brand
advocacy

•  Ads
integrated
with
a
complete

social
media
marke6ng
plan

perform
best


STAY IN THE NETWORK

Users
don’t
like
to
leave,
and
Facebook
doesn’t
like
them
to
either.

•  Bounce
rate
on
the
site
compared
to
regular
ads
went
up
by
41%

•  Average
6me
on
site
fell
by
57%

•  Cost
per
click
(CPC)
campaigns
that
point
internally
cost
29%
less
than

those
linking
oﬀsite


SOCIAL ADS PERFORM BETTER

Facebook

•  “People
want
to
discover
what

other
people
are
doing.”
Gokul Rajaram, Facebook 2011

•  Branded
messages
with
social

context
lead
to:

•  68%
higher
ad
recall

•  4x
higher
likelihood
for
viewers

to
purchase


WHAT ARE SOCIAL ADS?


WHAT ARE OTHER ADS?


BEST PRACTICES FOR FACEBOOK ADS


OTHER BEST PRACTICES

Images
and
Branding

Title
Copy

Body
Copy

TargeNng

Calls-‐to-‐AcNon

All
found
in
the
20

page
“Best
PracNces
for
Successful
Social
Ads”
report


SPONSORED STORIES ARE BIG

Facebook
Sponsored
Stories

•  46%
higher
click

through
rate
(CTR)

•  20%
lower
cost
per

click
(CPC)

•  18%
lower
cost
per

fan
(CPF)


Social Media Marketing: A Guide to Advertising on Facebook, Twitter and LinkedIn

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