Social Media Updates and Advertising

Presented by:Ken Tucker

• It’s “free”

• It’s easy

• Over 1.23 Billion Users (945M Mobile)

• Immediate / Frequent Tangible Results

• “Built In” measures - # Likes, Comments,

Shares

• Everybody else is doing it

Facebook

Facebook – Fan Page Vs Personal

• Unlimited Friend Count (no 5000 limit)

• SEO – Fan pages public and indexed –

– So is some of it’s content

• Tabs (apps) and Contests

• Advertising and Promoted Posts

• Check-ins and Location Services

• Brand Tagging (by Fans and other Fan Pages)

• Facebook is just about drama… me and my

friends don’t care about drama. That’s why

we don’t use Facebook» SCC Student in my Social Media Class

» His fellow students agreed!!!

• Fan Pages and Advertising are key to being seen

Facebook – Is it the right place to be?

Updated Page Timeline Design

• Right Column now displays page posts (consistency)

• Left Column has info about your business

• Easier Access to Admin Tools

• Pages to Watch (similar pages to yours)

• Slight change in placement of cover photo

• Who Moved My Apps???

Old Layout

New Layout

New Layout – Left Hand Column

Why Did Facebook Do This?

• People rarely visit a Facebook Page after they Like it

• Photos are usually seen in the Followers news feed

• Most people only see Facebook Apps in the news

feed

• Given the above and the fact that between the

competition now in the news feed and Facebook’s

algorithms, the reality is that most businesses need

to consider advertising on Facebook to be seen.

According to March 2014 research published on eMarketer, photos

accounted for 75% of content posted by Facebook pages worldwide.

Source: Social Media Examiner – Published May 13, 2014. Social Photos Generate More Engagement: New Research

Photos, Photos, Photos

Facebook App - Contest

Facebook / Email Integration

• Provide Something of Value to get Email Sign-ups

• Webinar, ebook, cheat sheet, free consult, coupon/discount

• Drive to a lead capture (landing) page

• Custom app on Facebook Page or landing page on website

• Facebook Ads to drive traffic and get leads

Concept from Amy Porterfield

Facebook Ads and Promotions

• Facebook Ads Targeting

• Demographic

• Geographic

• Psychographic

• Promotions

• Contests

• Sweepstakes

• Coupons

• Quizzes

• ...

• Can now do contests in the

Timeline (no 3rd party app

needed)

Facebook Ads and Sponsored Stories Guide

Facebook Ads

• More targeting options

• Specific Ad Locations

• Facebook Page Post Ads in Newsfeed Only

• Can select desktop, mobile, or both

• Shows in Newsfeed

• Right side ads are ignored

• Create a Custom Audience

• From email list

• Segment

• Free Stock photos to use from

Shutterstock (for Ads)

https://www.facebook.com/business/products/ads

Some of the options (use one, a combination, or all):

• Geography

• Language

• Age

• Gender

• Workplace

• College

Facebook Advertising Targeting Options

• Interests (including job titles)

• Categories

• Your own email lists

• Relationship status

• Education level

• College major

• School

Facebook Power Editor

Must use Google Chrome Browser - https://www.facebook.com/ads/manage/powereditor

Facebook Power Editor

Facebook - Offers

http://www.jonloomer.com/2014/02/10/

facebook-call-to-action-buttons/

For Ads or Organic Posts (Power Editor)

Facebook Call-to-Action Buttons

Twitter Advertising

Promoted Account or Promoted Tweets

Promoted Account, Tweets, or Lead Generation

Categories for Promoted Account

Example: A user tweets about enjoying the latest album from their favorite band. That band is playing a

concert at a local venue.

That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing

a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted

Tweet in their timeline letting them know tickets are for sale in their area.

Enter the keywords you want to target, choose whether you want to use phrase match or unordered keyword

match, and specify your other targeting options such as geographic location, device and gender.

Keywords for Promoted Tweets

https://support.twitter.com/groups/58-advertising

Keywords for Promoted Tweets (cont.)

Lead Generation Cards

Grow Your Twitter Followers

Give your profile a makeover: Choose a custom header image,

pin a Tweet to the top, and show off your best stuff.

“The design includes a lot of new features — including

highlighting popular tweets, pinned tweets, a larger

background image, and a more prominent media gallery”

http://thenextweb.com/twitter/2014/04/22/twitters-new-facebook-like-profile-pages-now-available-users/

New Twitter Profile Layout

Here’s what’s new about the web profile:

• Best Tweets: Tweets that have received more engagement will

appear slightly larger, so your best content is easy to find.

• Pinned Tweet: Pin one of your Tweets to the top of your page,

so it’s easy for your followers to see what you’re all about.

• Filtered Tweets: Now you can choose which timeline to view

when checking out other profiles. Select from these options:

Tweets, Tweets with photos/videos, or Tweets and replies.

New Twitter Profile Layout

https://blog.twitter.com/2014/your-new-web-profile-is-here

New Twitter Layout

Old Twitter Layout

SHARE PHOTOS FAST

Snap. Tweet. Done.

ADD PHOTO FILTERS

Share it how you see it.

Twitter Mobile App - Photos

https://about.twitter.com/products/photo-sharing

SHARE MULTIPLE PHOTOS

When one just isn’t enough.

TAG YOUR FRIENDS

All together now.

Twitter Mobile App - Photos

https://about.twitter.com/products/photo-sharing

SHARE PHOTOS PRIVATELY

Just between you and me...CROP PHOTOS

Show what you want.

Twitter Mobile App - Photos

https://about.twitter.com/products/photo-sharing

LinkedIn

Presented by:Ken TuckerSpring 2014

New Feature: Summary Section

LinkedIn Company Pages Changes

http://marketing.linkedin.com/company-pages/

• Removed Company Recommendations

• Removed Products and Services Pages

• Now need to use Showcase Pageshttps://help.linkedin.com/app/answers/detail/a_id/44865/ft/eng

• Company Updates

https://help.linkedin.com/app/answers/detail/a_id/8262/ft/eng

Companies can get more visibility for their products and services by using

Showcase Pages and Company Updates as an alternative for sharing content:

• Showcase Pages allow you to extend your Company Page presence by

creating a dedicated page for prominent products and services. A

Showcase Page should be used for building long-term relationships with

members who want to follow specific aspects of your business, and not

for short-term marketing campaigns.

• Company Updates are key to building relationships with your page

followers. When your followers engage with your updates, it spreads

your message to their networks and provides you even greater reach.

Updates can be seen by your followers not just on your Company Page,

but also on their newsfeed (across all devices including mobile).

https://help.linkedin.com/app/answers/detail/a_id/47952/

Company Pages Products & Services Page - No Longer Supported

Status Update Option for Company Page Post

Edit Company

Page Options

LinkedIn Company Pages (cont)

LinkedIn Company Pages (cont)

LinkedIn Banner Image Size is 646 x 220 Pixels

Linked In Company Page Guide (pdf)

LinkedIn Company Page Update

LinkedIn Ads

• 4 out of 5 LinkedIn Members Drive Business

Decisions*

• Ads Display on High Target Pages – Homepage,

Profile Page and Groups

• LinkedIn Ads Give You Precise Targeting

• Drive High Quality Leads

• Great for Targeting those Golden Geese Referral

Sources

• B2B Businesses to Target Customer PersonasSource: HubSpot and LinkedIn Joint Presentation Aug 2012

http://www.linkedin.com/advertising

LinkedIn Ads - Create

LinkedIn Ads - Targeting

LinkedIn Ads - Options

LinkedIn Ads – Sponsored Updates

LinkedIn Company Page Update

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Thank You!

Presented by:Ken TuckerSpring 2014

ken@changescapeweb.com

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636-947-6200

What We Do

• Create Websites and Social Media Profiles

• Search Engine Optimization (SEO)

• Create Content for Clients (including Blogs)

• Online and Social Media Marketing

• Social Media and SEO Coaching

• Design and Execute Online Campaigns

• Online Reputation Management

• Provide Strategy, Management, Coaching, Training, Virtual Assistance