Social Media Session Final PDF

BASICS OF PAID SOCIAL MEDIA HOW TO USE PAID SOCIAL MEDIA ADVERTISING TO ACHIEVE YOUR BUSINESS GOALS Agenda Social Media advertising definition Market data and insights Social Media Benefits Paid Vs Organic How to create effective social media comms - Campaign structure and steps Tiktok practical exe...

BASICS OF PAID SOCIAL MEDIA HOW TO USE PAID SOCIAL MEDIA ADVERTISING TO ACHIEVE YOUR BUSINESS GOALS Agenda Social Media advertising definition Market data and insights Social Media Benefits Paid Vs Organic How to create effective social media comms - Campaign structure and steps Tiktok practical exercise DEFINITION Paid Social Media refers to advertising on social media to a targeted audience to achieve a marketing goal. According to Statista, ad spending in SM is projected to show an annual growth rate of 10.55%, resulting in a projected market volume of nearly 230 billion dollars by 2025. *Social networks are fully integrated into our way of life, as a way of interacting with the world* FACT More than half of the world's population uses social media now. As of January 2024, there were 5.35 billion internet users worldwide, which amounted to 66.2 % of the global population. Of this total, 5.04 billion, or 62.3 % of the world's population, were social media users. The number of social media users globally grew from 4.72 billion in January 2023 to 5.04 billion in January 2024. SOURCE: Hotsuite MOST POPULAR SOCIAL NETWORKS WORLDWIDE AS OF JANUARY 2024, RANKED BY NUMBER OF MONTHLY ACTIVE USERS LEADING SOCIAL MEDIA PLATFORMS USED BY MARKETERS WORLDWIDE AS OF JANUARY 2023 Daily time spent on social networking by internet users worldwide from 2012 to 2023 ? What do you think are the benefits of social media channels, compared to other channels? THE BASICS OF SOCIAL MEDIA MARKETING The main difference with traditional communication channels is that on social networks we can get to know our audience more easily and more deeply. It is important to listen to create content and to start conversations that add value and not noise the user experience. Quality beats quantity Social Media Ads Funnel One of the key reasons of why social media marketing have grown so much in popularity in recent years is/was because that it was “free”. So, one of the biggest benefits of social ads is that they weren’t “spray and pray” but you had CERTAINTY. R.I.P. ORGANIC REACH Social networks are no longer the place to acquire free visibility. For many brands, organic reach is declining. They have evolved, changing their algorithms and becoming paid channels. Facebook is the leader of this trend. Facebook updates tend to reward personal profiles at the expense of pages. There are no guarantees in terms of who sees your unpaid posts. In contrast, social ads essentially ensure that you’re getting impressions without worrying about algorithms or restricted reach. HOW TO COUNTER THIS TREND? 1- QUALITY OVER QUANTITY Decrease the frequency of publication, but more attention to the quality and relevance of the posts. 2- SPONSORSHIP OF CONTENT (ADV) Need for a constant allocation of budgets for the promotion of content. Combine paid campaigns with organic activity The importance of a hybrid social media strategy Winning strategy: Organically target customers through content and community-building while supplementing Social Media advertising strategy with paid campaigns. Use Organic activity to: build relationships and familiarity with the brand, employee advocacy, customer service, customer connection… Use Paid activity to: ensure and expand reach, encourage conversions BUT YOU DON’T BUY LIKES! Sponsoring a content does not necessarily mean making it successful. The quality of the content itself and the relevance for the target audience remains fundamental for the success of an advertising campaign. How does social media advertising differ from organic content? A well-done social ad might look exactly like an unpaid post, the most notable difference being the subtle “Sponsored” label. Paid posts should ideally tick the following boxes: Centered around a specific product, service or promotion Include some sort of call-to-action (“try our demo,” “shop now”) Lead to a (social media) landing page tied to the aforementioned promotion CTA: “Buy” HOW TO CREATE EFFECTIVE SOCIAL MEDIA COMMUNICATIONS BASIC RULES OF SOCIAL MEDIA MARKETING Social Media Marketing is a fundamental and accessible channel for companies of all sizes, but Social ads as well require planning and we need to consider the following STEPS to be efficient: 1. Define goals and build a strategy 2. Each social network has its own rules and audience 3. Understand how ad targeting and bidding work 4. Measure results and learn to better perform. CAMPAIGN STRUCTURE CAMPAIGN STRUCTURE 1. Campaign creation: Taking FB as the example, on the Ads Manager, the first step in creating an ad (on Facebook) is creating a campaign. This is the main superstructure, which houses everything else. Twitter CAMPAIGN STRUCTURE 2. Next step - ad groups (ad sets): When setting up the ad groups, what we are actually doing is choosing the audience we are going to target. Within the same campaign, we can have several different audiences depending on our needs. 3. Last step - ads: Ads are the "building blocks" that shape Social Media advertising. At this level, what you will have to decide are the creatives (text and images). As is logical, you can have several ads within each group. SM CAMPAIGN STEPS WHAT IS MY MARKETING GOAL? DEFINE THE AUDIENCE AWARENESS Broaden the target’s knowledge and perception of the brand, leveraging reputation. Who will see my ads? CONSIDERATION Goals that seek an explicit response from the target. No longer just showing an ad but interacting with it. ACQUISITION Goals focus on leads generation / acquisition CHOOSE THE PLACEMENTS The basic elements for defining the audience are: Where we want our content to be displayed (choose based on the type of content and the goal). Geographic location You can choose between: Age, gender and language Device type Interests Platforms Behaviors (purchasing habits or intentions, devices etc.) Connections (with your Page, application or event) CONVERSION Goals that push the user to a specific action outside of Facebook (site). Measurement SET BUDGET AND SCHEDULE You can choose between total budget and daily budget. It is possible to schedule the publication by setting the start and end date and / or the time of the day (in blocks of at least one hour each) and the days of the week in which to publish your ads. 1. SETTING YOUR MEDIA GOALS 1. IDENTIFY YOUR END-GOALS IDENTIFY YOUR END-GOALS AND TRANSLATE THEM INTO MEDIA OBJECTIVES FORMATS SUGGESTED 1 REACH Photo, video, Stories 2 VIDEO VIEWS Video, FB Canvas, IG Stories 3 BRAND AWARENESS Photo, video, carousel 4 ENGAGEMENT Carousel, FB Canvas and Collection, IG Stories 5 TRAFFIC Link, Carousel, FB Canvas and Collection, IG Stories 6 Link, carousel 7 LEAD GENERATION APP INSTALL 9 CONVERSION ADS Link, Carousel, FB Canvas and Collection, IG Stories 10 STORE VISITS Photo, video, collection, carousel, canvas Link 2. DEFINING TARGET AUDIENCE ACCORDING TO THE MOMENT IN WHICH THE CUSTOMER IS WITHIN THE PURCHASING PROCESS, WE SHOULD APPLY MACRO OR MICRO SEGMENTATION. MACRO Demographic Life events Interests Behavior Tech and placement MICRO Custom Audiences: Website Visitors and Mobile App users Customer List and CRM data. Engagement Lookalike Audiences MACRO SEGMENTATION DEMOGRAPHICS Location Country City (1-80Km) Address Age From 13 to +65 Gender All, Men, Women Language EXAMPLE Women 25-49 Male +35 74 Serrano Street, Madrid +1km around a Boutique Language Chinese, English, Spanish LIFE EVENTS INTERESTS BEHAVIOUR TECH & PLACEMENTS Education Relationship Workplace Home & Living Purchasing at Home Retirement Business and industry Entertainment Family and relationships Fitness and wellness Food and drink Hobbies and activities Shopping and fashion Sports and outdoors Technology … Mobile access Digital activities Expats Purchase behaviour Frequent traveller Specific mobile device Operating Systems Connectivity (Wi-Fi) Feeds Stories In-Stream Search In-article Audience Network MICRO SEGMENTATION WEBSITE OR MOBILE APP USERS CUSTOM AUDIENCES We can find people who already know the brand, existing clients or people who have interacted with our content, Facebook page or Instagram profile. WEBSITE: Retargeting actions, based on website visitors. Identify users who have navigated for one or several specific landings and their behaviour inside the web. MOBILE Users who have downloaded, opening and use an app. CUSTOMER LIST & CRM Identify those users that match with a certain variable of the customer list, such as email, mobile, phone or user ID. In addition, we can use CRM client data. These audiences are usually used for retargeting campaigns with content and message focused on a specific target. ENGAGEMENT Engagement audiences allow you to reach people who have previously interacted with your content in Facebook or Instagram. Audience of people who watched one of your videos People who opened or completed a form Audience of people who opened an ad. People who visited or interacted with brand profile. People who have interacted with one of the event published. Lookalike Audiences DEMOGRAPHICS Location Country City (1-80Km) Address Age From 13 to +65 Gender All, Men, Women Language LOOKALIKE AUDIENCES CAN HELP US FIND NEW CUSTOMERS. It's used to reach people who are similar to current customers. The probability of generating high quality leads will be increased using this kind of audiences in the campaigns. It’s a powerful tool drawing learnings about your most successful customers to find new people who are likely to be good customers, too. SOURCES: - Customer Information - Website Visitors - App activity - Engagement - Offline activity WHICH IS THE BEST SOCIAL (FOR ME)? Goals, priorities and expectations vary from platform to platform. Facebook Instagram LinkedIn Tik Tok WHICH IS THE BEST SOCIAL (FOR ME)? When choosing where to place your ads, it’s also helpful to know which networks are most popular with your target audience. The choice of the Social channel depends on many elements. Among the most important factors to evaluate: Where your target customers are most concentrated (usage, groups, etc.) Where your target customers are more accessible (favorite media, ad targeting, etc.) Where your target customers interact more with advertisements (test) Facebook advertising strategy Facebook is king. Recent algorithm changes have basically forced businesses to invest in paid campaigns or abandon ship. Facebook is still the preferred place for 97% of marketers to run paid ads for a reason. The biggest benefit of Facebook ads is the ad targeting function that lets you pinpoint specific people who are most likely to buy. Choose a Goal on Facebook Ads Facebook ads help you achieve one of three broad types of campaign objectives: Awareness: Build brand awareness or increase reach. Consideration: Send traffic to your website, increase engagement, encourage app installs or video views, generate leads, or encourage people to communicate with you on Facebook Messenger. Conversion: Increase purchases or leads via your site or app, or drive foot traffic to offline stores. Choose a Goal on Facebook Ads Creating an audience On Facebook, Businesses can define audiences from scratch based on specific parameters such as: Location: for example, local businesses can target their own cities or serve ads to nearby neighborhoods where new customers might be waiting Age: if your audience has a broad age range (think: millennials versus baby boomers), you can segment your ads accordingly rather than take a one-size-fits-all approach Interests: based on your users “likes” and Facebook activity, the platform can highlight potential customers Demographics: additional details such as education level or relationship status can help you target specific social media personas that resemble your real-life customers Custom audiences Also known as “remarketing ads,” Custom Audiences can be a gamechanger for your Facebook ad strategy. Simply put, these types of ads target members of your audience who’ve interacted with your business in the past. Lookalike audiences Another key feature of Facebook ads, Lookalike audiences empower businesses to target new prospects based on current customers: you can target a Facebook audience that resembles your most loyal customers or people who’ve already engaged with your ad campaigns. If our Facebook ad strategy is centered around prospecting and awareness, Lookalike audiences is the right strategy. Some tips: content Don’t neglect entertainment value. The more entertaining you make your ads, the less they feel like…ads. Whether it’s humor or imagery that catches people’s eyes, strive to avoid static, stuffy campaigns. Some tips: if possible, use video Videos are perfect for both raising awareness and grabbing users’ attention. Facebook has explicitly encouraged brands to get on board with video in the wake of their algorithm shift. Facebook itself noted that video content drives higher engagement and interactions from users compared to any other type of content You don’t necessarily need to create big-budget commercial content, either. Quality check As part of the most recent Facebook algorithm update, the platform is now punishing marketers perceived as trying to game the system, so to speak. Advertising on Instagram There are over 1.3 billion people accessing Instagram each month, with the average user scrolling through the platform for 53 minutes each day. Instagram started offering ad spots after it was acquired by Facebook in 2013. After they opened Instagram advertising to all businesses in 2015, it grew exponentially, and by 2017 reached 1 million advertisers. Instagram uses the Meta Ad Manager. For Instagram-only ads, you can create ads that appear in your audience’s feed as well as Story ads that play in between user Stories. Instagram formats Images: If you use a single image in your Instagram ad, your image may appear in the square, landscape, or vertical format. Videos: If you use video creative in your Instagram ad, your video may appear in the square or landscape format (except for in Instagram Stories). Carousel: If you use the carousel format as the creative for your Instagram ad, your ad will appear in the square format or vertical format on Feed and Stories. Instagram Stories: While we recommend you use a fullscreen vertical asset in Stories ads, this format can support the same media you use in other placements. Stories ads can support Feed placement photo and video dimensions, meaning you can upload a single photo or up to a 120-second video that have an aspect ratio of 9:16 and 16:9 to 4:5. Instagram In-Stream video: While we recommend you use a fullscreen vertical asset in In-Stream video ads, this format can support all video creative up to and including 15 seconds long. Reels: You can only use a fullscreen vertical asset for Reels ads. Instagram Shop: Your ad must be in the single-image, carousel or collection format. Although we support all ratios, ads will all appear as square 1:1 images and be tappable to your website’s Product Details Page. Instagram Algorithm Instagram revealed there are six factors that determine what users see in the Instagram feed: 1.Interest: How much Instagram predicts you’ll care about a post 2.Timeliness: How recent the posts are 3.Relationship: The accounts you regularly interact with 4.Frequency: How often a user opens IG 5.Following: Content from all accounts a user follows 6.Usage: How long a user spends on Instagram Advertising on LinkedIn With nearly 800M users, and 63M of them in decision-making positions, LinkedIn could be a powerful platform to reach millions of people in your industry. In fact, 65% of B2B companies have used LinkedIn paid ads to acquire new customers. The platform is also 277% more effective than Facebook in generating leads. Start by signing into the LinkedIn Campaign Manager. Choosing the right LinkedIn ad types Sponsored content LinkedIn sponsored content looks just like a regular post that you’d see on your feed except with a CTA button and a “promoted” label: Message ads Also known as sponsored InMail, message ads work exactly as the name suggests–they deliver your ads as messages straight to your target audience’s inbox. Choosing the right LinkedIn ad types Text ads and dynamic ads Pay-per-click (PPC) text ads appear on the right-hand side of a desktop screen. They include a small image along with a short headline and blurb. They may be less prominent than sponsored content but can still be very effective depending on your campaign goal. Dynamic ads work a bit like text ads except they’re more personalized. They will address the user by name and include their profile photo, as you can see in the example below. Company spotlight ads, follower ads, content ads and job ads are some of the more frequently seen dynamic ads on LinkedIn. Choosing the right LinkedIn ad types Use LinkedIn Lead Gen Forms Make it easier for prospects to turn into leads by using LinkedIn Lead Gen Forms with your sponsored content and sponsored InMail. These forms auto-populate the form fields with relevant information about the prospect; all they need to do is click on the “submit” button and they’re set. Since there’s minimal effort required from your target audience, they can move along the funnel and convert into qualified leads quickly. Advertising on TikTok In a span of just a few years, TikTok has seen massive growth in popularity and app usage. TikTok is available in over 160 countries, has over 1.1 billion users. Almost half (43%) of TikTok users are aged 18 to 24. The TikTok for Business solutions was launched in June 2020 with TikTok Ads Manager. Advertisers are drastically increasing their spend on TikTok. https://blog.hootsuite.com/tiktok-advertising/ TikTok users by age in the US They spend an average of a WHOPPING 95 minutes per day (over 1.5 hours) in the platform. Opens – A user opens the TikTok app 8 times per day. BRIEF AND EXERCISE In-class exercise CAMPAIGN BRIEF FOR "ECOEATS" TIKTOK ADVERTISING EXERCISE The primary objective of this campaign is to increase brand awareness and engagement among TikTok's user base, particularly targeting young, environmentally conscious consumers aged 18-34. "EcoEats" : TikTok Advertising Exercise Campaign Details: 1.Campaign Name: "GreenGlow Challenge" 2.Duration: 1 week 3.Objective: Brand Awareness 4.Budget: 500 euros total, with daily monitoring and adjustments based on performance. Ads: The "EcoEats" campaign should highlight the sustainability and health benefits of our meal kits. Deliverables: Campaign Setup: Screenshots or a detailed description of your campaign setup in TikTok Ads Manager, including chosen objective, targeting parameters, budget, and schedule. DELIVER BRAND AND PRODUCT MESSAGE PHOTO FORMAT Consisting of 1 image with a CTA. AWARENESS CONSIDERATION ACQUISITION CONVERSION TELL A STORY, CAPTURE ATTENTION VIDEO FORMAT Consisting of 1 video, vertical or horizontal, and usually a CTA AWARENESS CONSIDERATION ACQUISITION CONVERSION VIDEO FORMAT Engage business decision makers with video post. INVITE YOUR FOLLOWERS INTO YOUR BRAND’S PERSONALITY INSTAGRAM STORIES Shared with followers at the top of the regular feed and are deleted automatically after 24 hours. AWARENESS CONSIDERATION ACQUISITION CONVERSION SHOWCASING MULTIPLE PRODUCTS AT ONCE CAROUSEL ADS Combines multiple videos or images into a single ad AWARENESS CONSIDERATION ACQUISITION CONVERSION CAROUSEL ADS Tell interactive story by cards to inspire professional. CAPTURE THE ATTENTION OF MOBILE SHOPPERS COLLECTION ADS A mobile-only format, covers image or video, followed by 4 product images. On Instagram, they only feature 3 product images. AWARENESS CONSIDERATION ACQUISITION CONVERSION OTHER FORMATS… SPONSORED CONTENT Company post shown to LinkedIn member across devices SPONSORED INMAIL Send personalized message to people who match with our interest LEAD FORM Collect quality leads with pre-filled forms. APPENDIX Sources and additional readings https://www.facebook.com/business/ads/adobjectives?content_id=Ke42WaspTwsft28&ref=sem_smb&utm_term=facebook%20ad%20sale&gclid=Cj0KCQiAz8Gu BhCxARIsAOpzk8zkBLLbRnP03FWdQrmYzxuMC5jMBmmyjTwZVtRcxHcrZEG0jFlBnvkaAqEMEALw_wcB&gad_source=1 New social media demographics: https://sproutsocial.com/insights/new-social-media-demographics/ Facebook stats and trends https://datareportal.com/essential-facebook-stats Social media users: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Facebook ads guide: https://www.facebook.com/business/ads-guide Twitter ads: https://blog.hootsuite.com/twitter-ads/ New Report Finds Instagram Engagement Rates are In Decline https://www.socialmediatoday.com/news/newreport-finds-instagram-engagement-rates-are-in-decline/558327/ Choose the Right Buying Type for Your Brand Campaign https://www.facebook.com/business/help/654484604719506?id=842420845959022 Lead gen ads LinkedInhttps://business.linkedin.com/marketing-solutions/native-advertising/lead-gen-ads Snapchat for business: https://forbusiness.snapchat.com/blog/creative-best-practices-snapchat-for-business For the first time in its history, Facebook is in decline. Has the tech giant begun to crumble?https://www.theguardian.com/commentisfree/2022/feb/06/first-time-history-facebook-decline-has-techgiant-begun-crumble How to Advertise on TikTok in 2022: An 8-Step Guide to Using TikTok Ads https://blog.hootsuite.com/tiktokadvertising/ Choose the Right Buying Type for Your Brand Campaign (Meta for business) https://www.facebook.com/business/help/654484604719506?id=842420845959022