Social Ads for Revenue Based Social, Katie Roberts, Laureate Inc - Social Fresh EAST 2014

04/07/2023 © 2012 Laureate Education, Inc. | Confidential & Proprietary

Social Media for Business ROISocial Fresh 2014

By: Katie B. Roberts

Let’s ConnectTweet me: @KatieBRoberts #KBRSocialFacebook: /Katie.B.RobertsLinkedin: /KatieBRobertsEmail: [email protected]

Social Media for Business ROI

Social Media channels support the entire customer lifecycle:– Awareness– Engagement & Consideration– Conversion & Activation– Brand Loyalty & Retention– Customer Servicing

Social Media for Business ROIIdentifying lifecycle stages that social media can impact

04/07/2023 © 2012 Laureate Education, Inc. | Confidential & Proprietary

4

Strategic Goals

Social Media Channels

Facebook

Twitter Linkedin Pages/Groups

Google+ Blog YouTube Pinterest

Strategic

Goals

Engagement ● ● ● ● ● ● ●Customer Retention & Loyalty ● ● ● ● ● ● ●Brand Awareness ● ● ● ● ● ● ●Lead Gen ● ● ● ● ●Referrals ● ● ● ● ●Conversion / Activation ● ● ● ● ● ●


Social Media for Business ROIWhere to start?

YOU DON’T HAVETO BE GREAT TO START,

BUT YOU HAVE TOSTART TO BE GREAT

-zig zagler

Social Media for Business ROI3 Areas of Focus

Drive Engage-

ment

Increase Brand

Aware-ness/Reach

Generate Leads

Support Conversion

Efforts

Customer Loyalty

Customer Servicing

Promoted Content

Direct Response

CustomerAudience

Social Media for Business ROIPromoted Content

Promoted Account

PublishedPromoted Posts

UnpublishedPromoted Posts


Promoted Account



When to Use• Community Growth• New brad, new to social media• High-level brand awarenessFacebook Promoted Account

Twitter Promoted Account


Promoted Account



When to Use• Community Growth• New brand, new to social media• High-level brand awarenessTwitter Promoted Account


Promoted Account



Key Takeaway• Use only for early growth of community• Do not use as a business objective• Growth with brand target demographic


Promoted Account



When to Use• Increase brand awareness of published posts• Drive brand engagement• Reach key target audience that includes fans

Facebook Promoted Page Post


Promoted Account



Facebook Promoted Page Post


Promoted Account



When to Use• Increase brand awareness of published posts• Drive brand engagement• Reach key target audience that includes fans

Twitter Promoted Tweet


Promoted Account



Key Takeaway• Drive engagement with fans & target audiences• Effective amplification strategy


Promoted Account



When to Use• Audience-specific post, not limited to fans• Drive brand engagement, direct response, activation• Deliver messages at any stage of lifecycle independent of brand

page community composition


Promoted Account



Key Takeaway• Flexibility in visibility beyond fans and followers• Effective amplification and action-centric strategy• “20% text” rule (FB) still applies• Be cautious of number of posts in ads queue for

overlapping audience members

Social Media for Business ROIFacebook Fast Fact

1500 1500 1500

15001500

1500

Social Media for Business ROIDirect Response

WebsiteTraffic

Website Conversions

Offer Claims

Social Media for Business ROIWebsite Traffic

When to Use• Drive traffic to a specific page on website• Brand awareness, funnel movement• Action-oriented beyond a single click

Twitter Promoted Account

WebsiteTraffic

Website Conversions

Offer Claims

Social Media for Business ROIWebsite Traffic

WebsiteTraffic

Website Conversions

Offer Claims

Social Media for Business ROIWebsite Conversions

When to Use• Promote a specific action on a website

• Lead Gen, Retarget, Enter Contest, Event Registration

• Use of Conversion PixelsAccount

WebsiteTraffic

Website Conversions

Offer Claims


WebsiteTraffic

Website Conversions

Offer Claims

ConversionPixel


WebsiteTraffic

Website Conversions

Offer Claims


WebsiteTraffic

Website Conversions

Offer Claims


WebsiteTraffic

Website Conversions

Offer Claims

Social Media for Business ROIOffers

WebsiteTraffic

Website Conversions

Offer Claims

When to Use• Providing a discount or offer• Tracking number of discounts used• Brand awareness, lead gen, activation, retentionAccount

Social Media for Business ROIUnique audience opportunities

Custom Audience

Lookalike Audience

.

Custom Audience

Lookalike Audience

.


A. Brand Discovery

B. Lead-Based ActionC. Lead

NurturingD. Activation

Custom Audience

Lookalike Audience

.


When to Use• Explore new targeting opportunities • Create new segment clusters• Leverage social media profiles similar to successful customer

profiles

KEY TAKEAWAYS


• Promoted Accounts: Good for emerging communities focused on community growth to get out of the starting gate

• Promoted Content: Excellent at driving engagement, inbound performance, entire-lifecycle activation

• Direct Response: advertising with a purpose, move the needle. Think past the top of the funnel.

• Targeting: There are 1.28 billion people on facebook, nearly 650 million on Twitter. Don’t be noise. Have purpose. Reach the right people with specific targeting

• Custom Audiences: Work smarter, not harder. Use the databases you have to nurture and define new audiences

• Facebook Exchange: Find a way to use it. It works.

Social Media for Business ROIKey Takeaways

QUESTIONS?Tweet me: @KatieBRoberts #KBRSocialFacebook: /Katie.B.RobertsLinkedin: /KatieBRobertsEmail: [email protected]

Marketing

Social Ads for Revenue Based Social, Katie Roberts, Laureate Inc - Social Fresh EAST 2014