Win with Social Advertising for Twitter, LinkedIn and YouTube, Justin Levy, Social Fresh Conference 2016
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Win with Social Advertising for Twitter, LinkedIn and YouTube, Justin Levy, Social Fresh Conference 2016
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Win with Social Advertising for Twitter, LinkedIn and YouTube, Justin Levy, Social Fresh Conference 2016
- 1. Win with Social Advertising for Twitter, LinkedIn and YouTube JUSTIN LEVY - @JUSTINLEVY DIRECTOR, SOCIAL MEDIA @CITRIX
- 4. @justinlevy #SocialFresh Paid social amplifies great content like a boombox
- 10. @justinlevy #SocialFresh Promoted Followers Website clicks or conversions Tweet engagements App installs App re-engagements Video views Lead cards Promoted Trends Twitter Advertising Options
- 11. @justinlevy #SocialFresh Promoted Followers Execution: • Targeted people who their target audience may follow • Tailored audiences • Country-specific • Website tag
- 12. @justinlevy #SocialFresh Website clicks or conversions Execution: • Website card • Remarketing pixel • Follower targeting
- 13. @justinlevy #SocialFresh Tweet engagements Execution: • Promoted menu/specials • Follower targeting • Real-time monitoring • Real-time interaction
- 14. @justinlevy #SocialFresh App installs/re-engagements Execution: • App Install Card • Text overlay • Tweet copy matches image • Follower targeting
- 15. @justinlevy #SocialFresh Video views Execution: • Multiple tweets/copy • Short video • Timely • New tweets daily 87k+ views 13.9k+ mins
- 16. @justinlevy #SocialFresh Lead generation card Execution: • Name/Handle/Email • Interest and Username Targeting • Tailored copy for each audience • Direct CTA 55% reduced CPL 101% increased conversion rate
- 20. @justinlevy #SocialFresh YouTube TrueView Lightbox Video Ad YouTube Advertising Options
- 21. @justinlevy #SocialFresh Targeting Available: • Demographic • Interests (General/Custom) • Remarketing • Placements • Topics • Keywords TrueView Targeting Options
- 23. @justinlevy #SocialFresh 2.6M impressions 1.4M unique users 876k views 130% lift in Brand Interest 26% lift in Brand Ad Recall Citrix “Helps You Say Yes” Results
- 25. @justinlevy #SocialFresh Advertising options: • Sponsored content • Sponsored InMail • Dynamic ads • Display ads • Text ads LinkedIn Advertising Options
- 26. @justinlevy #SocialFresh Targeting Available: • Location • Company Name • Industry • Company Size • Job Title/Function/Seniority • Skills & Endorsements • Schools/Degrees • Gender/Age (inferred) • Years of Experience LinkedIn Sponsored Updates
- 32. @justinlevy #SocialFresh Working with our Healthcare vertical team
- 33. 4.6k total link clicks targeted at healthcare audiences – including IT & Informatics roles within healthcare systems LinkedIn campaign performance exceeded benchmarks by 2x All performance metrics fall on higher end of baseline, indicating strong performance and proper matching of content to audience. Recommend continuing all campaign tactics in Q3, expanding to remarketing via FB & Twitter, and adding “next step” actions for blog visitors Executive Summary Run Time June 8-30 Impressions 2,555,346 Clicks 4,625 Engagements 10,765 Video Views 43,935 Overall CTR (Baseline 0.1-0.4%) 0.32% Avg. CPC (Baseline $2.50-$3.50) $4.32 Avg. CPV $0.02 Avg. CPE $0.03 Eng. Rate (Baseline 0.5-1.5%) 7.74% Q2 Healthcare Paid Campaign @justinlevy #SocialFresh
- 34. Top Performing Ads (per Campaign) Twitter Engagement Campaign Twitter Video Campaign LinkedIn Sponsored UpdateTwitter Clicks Campaign @justinlevy #SocialFresh
- 36. @justinlevy #SocialFresh …to stalk me • builtunstoppable.com • @justinlevy …to stalk us • citrix.com • @citrix
Hinweis der Redaktion
- Social advertising helps to amplify great content like a boombox (or great sound system) does for your favorite music. Note that the content still needs to be great. According to The CMO Survey, the share of marketing budgets spent on social media is expected to more than double over the next five years, from 11% today to 24% by 2020. Social media advertising revenue is estimated to reach $9.8 billion this year and is estimated to grow to $11 billion in revenue by 2017, up from $6.1 billion in 2013.
- The big value is the targeting that is available. You’re able to understand what they’re talking about, who they’re talking to, etc.
- We want engaged audiences for our brand. And none of us like to take a lot of time to work on a great piece of content to only get one or two likes on it. According to The CMO Survey, the share of marketing budgets spent on social media is expected to more than double over the next five years, from 11% today to 24% by 2020. Social media advertising revenue is estimated to reach $9.8 billion this year and is estimated to grow to $11 billion in revenue by 2017, up from $6.1 billion in 2013.
- Many of us feel information overload and it has been that way for years. We are increasingly exposed to more and more information on a daily basis. We are also consuming more data. Some reports estimate that by 2017, the global average consumption set to rise to 506 minutes - nearly 8.5 hours per day.
- Audience: 18-34 year-olds, health conscious Tailored audiences are a way to target your existing users and customers to create highly relevant campaigns. There are three main types of tailored audiences. The first is tailored audiences from lists. These are audiences that are created by uploading your own list of email addresses, mobile phone numbers, Twitter IDs (user IDs or usernames), or mobile advertising IDs. You can do this through Twitter Ads yourself or there is the option to use Twitter’s API partners to create lists. The second is tailored audiences from web. These are the people that have visited your website. You can collect this data using Twitter’s website tag available through Twitter Ads, or there is the option to use Twitter’s website tag partners. The third is tailored audiences from mobile apps. These are the people that are using your mobile app, and are collected with conversion tracking for mobile apps.
- Audience: Targeting B2B industry decision makers and C-suite executives. Implement a remarketing pixel SiriusDecisions posted a Twitter remarketing pixel on their “Thank you” page and set an attribution window of 30 days post engagement and 7 days post view. Because it allowed them to track when users who saw their ad registered for the event, this pixel gave them insight on the full user journey. The attribution window of 30 days worked well for them since the decision to buy a ticket and attend the event required significant consideration. Use follower targeting to reach industry decision makers SiriusDecisions used follower targeting to serve campaigns to the followers, and people like the followers, of targeted account lists, similar companies, B2B news publications and industry influencers. By doing this, they were able to reach high-level decision makers and B2B industry influencers who have the power to approve conference budgets.
- Targeting people around the world interested in competitive cycling and fitness training.
- Targeting people around the world interested in competitive cycling and fitness training.
- MWC owned by Kaplan, Inc. Adobe was tasked with increasing brand awareness and online engagement for the school while driving enrollment leads. The team began by combining interest (business, careers, job search, adult education) and username (to reach people similar to followers of accounts like @educationweek, @edutopia, @careerbuilder) Source: http://marketingland.com/adobe-used-twitter-generate-leads-online-college-brand-equity-case-study-74404
- What’s left out? Promoted Trends. The reason? It costs approximately $250k/day for a Promoted Trend in the U.S. however Trends in other countries can be much less expensive. For example, we were able to buy a Trend in Spain last year for $25k/day. Hashtag Emojis. The reason? It costs nearly double the spend of a Promoted Trend.
- What’s left out? Promoted Trends. The reason? It costs approximately $250k/day for a Promoted Trend in the U.S. however Trends in other countries can be much less expensive. For example, we were able to buy a Trend in Spain last year for $25k/day. Hashtag Emojis. The reason? Started at $1M when launched at the Super Bowl. It now costs nearly double the spend of a Promoted Trend. Just earlier this week Twitter introduced Promoted #Stickers with Pepsi as their launch partner.
- Definition: a user choice skippable pre-roll video ad that vides the user an option to skip the ad after 5 sec of the video playing Reference: https://support.google.com/adwords/answer/2454017?hl=en
- Definition: a user choice skippable pre-roll video ad that vides the user an option to skip the ad after 5 sec of the video playing Reference: https://support.google.com/adwords/answer/2454017?hl=en 33.27% view rate vs 25.24% benchmark ~19% viewed 100% of video 82% desktop / 18% tablet / 0% mobile
- Warning: due to the hyper-targeting available within LinkedIn, the available audience size can be very small and access to that audience can cost a lot of money.
- Before diving into using paid social, you need to understand what your goal is. This could be growing your reach (e.g. followers), driving downloads/installs, building awareness, etc. Once you have a stated goal, you can build out an integrated paid social strategy along with identifying success metrics. Notice that I mentioned “integrated paid social” – it should not be conducted in a silo, it needs to be integrated into broader marketing/communications planning.
- Before diving into using paid social, you need to understand what your goal is. This could be growing your reach (e.g. followers), driving downloads/installs, building awareness, etc. Once you have a stated goal, you can build out an integrated paid social strategy along with identifying success metrics. Notice that I mentioned “integrated paid social” – it should not be conducted in a silo, it needs to be integrated into broader marketing/communications planning.