Pay to Play:Paid Social Media Opportunities for Your Business

Keri Papili

Meet Keri

@KeriPapili

• Born + raised Delawarean

• University of Delaware alumna

• Communications, PR + Advertising

• Senior Community Coordinator at The

Archer Group

• Twitter: @KeriPapili

• Blog: KeriPapili.com

• Overview

• Paid Social 101

• Questions before you start

• Types of paid social

• Sponsored v. Boosted

• Create Thumb-Stopping Content

• Paid + Organic Relationship

• Next Steps

• Q+A

Agenda

@KeriPapili

Discussion

@KeriPapili

What/Who is your favorite brand/person to follow on social media?

Overview

Paid social media (paid social advertising) utilizes

budget and specific strategies to ensure content

is seen by the right audiences effectively and

efficiently.

@KeriPapili

Paid social media is HOW you break through the

noise in social media in a way that aligns with your

brand and business goals and objectives.

@KeriPapili

@KeriPapili

Paid social media is no longer optional; it’s necessary

to create a successful social media presence, no

matter how big or small your brand is.

So, exactly how important is paid social media for your brand?

@KeriPapili

So, exactly how important is paid social media for your brand?

Pretty important.

@KeriPapili

Organic reach is rapidly declining every year.

Source: Falcon.10

@KeriPapili

Source: Sprout Social

@KeriPapili

Social media advertising spend in the US is expected to reach $18.4 billion this year.

93% of marketers use Facebook advertising regularly, which translates

to about 3M businesses that use it.

Source: Falcon.IO

@KeriPapili

Social networks are the biggest source of inspiration for consumer purchases.

@KeriPapili

Social media is the most relevant advertising channel for Gen Z and millennials.

@KeriPapili

• Business pages and

accounts.

• Those who have

appropriate levels of

access to that Business

account (i.e., Advertiser,

Analyst, Admin)

Paid Social 101:Who can use paid social?

• Facebook

• Twitter

• Instagram/Instagram Stories

• Pinterest

• Snapchat

• LinkedIn

@KeriPapili

Paid Social 101:Where can you use paid social?

@KeriPapili

6 Questions to Ask Yourself Before You Begin

@KeriPapili

1. What is my goal/objective?

@KeriPapili

1. What is my goal/objective?2. What is my budget?

@KeriPapili

1. What is my goal/objective?2. What is my budget?3. Who is my audience?

i.e., location, interests, demographics

@KeriPapili

1. What is my goal/objective?2. What is my budget?3. Who is my audience?

i.e., location, interests, demographics

4. What do I want them to do?

@KeriPapili

1. What is my goal/objective?2. What is my budget?3. Who is my audience?

i.e., location, interests, demographics

4. What do I want them to do?5. What do I have to work with?

@KeriPapili

1. What is my goal/objective?2. What is my budget?3. Who is my audience?

i.e., location, interests, demographics

4. What do I want them to do?5. What do I have to work with?6. How will I measure success?

Poll

@KeriPapili

Who has seen a social media ad and took action because of it?

(i.e., clicked a link, purchased a product.)

@KeriPapili

You won’t find success without…

A Call-to-Action (CTA) is the next step you want your

audience to take in the marketing process or experience.

• Image

• Video

• Carousel Ad

• Linkshare

• Story Ad

@KeriPapili

(A few) types of paid social content

@KeriPapili

Paid Social Types: Image

@KeriPapili

Paid Social Types: Video

Paid Social Types: Carousel Ad

@KeriPapili

Paid Social Types: Linkshare

Paid Social Types: Story Ad

• Lookalike Audiences

• Split tests

• Multi-placement ads

• Optimize for mobile

A few more paid opportunities….

@KeriPapili

@KeriPapili

• Newsfeed/Timeline only

• Ability to “pause” and “stop”

• More creative freedom

• Ex: Story Ad, Carousel Ad

Sponsored Boosted

• Profile first -> Organic

• Still lives after paid flight is over

• Consolidates effort

• Ex: Facebook album, video

Sponsored v. Boosted Content

@KeriPapili

Create Thumb-Stopping Content

• Understand your audience

• Think mobile first

• Get to the point…fast

• Try new ways to say

something

• Provide value

• Research the specs

• Stay current

@KeriPapili

Don’t forget about your organic strategy.

• Humanize your content

• Timeliness is critical

• Customer service is still

important

• Engage and personalize

• Create advocates for your

brand

Paid + Organic Relationship

Source: Sprout Social

@KeriPapili

Next steps

• Evaluate your current strategy.

• Identify purpose, budget,

audience, etc.

• Report. Adjust. Repeat.

• Check out competitors.

• Do your research.

• Test and learn.

@KeriPapili

@KeriPapili

• Start by asking 6 questions

• Include a CTA

• Decide on a creative format

• Create thumb-stopping content

• Remember your organic strategy

Summary

Questions?

@KeriPapili