Week 8 UCLA Extension New Media Marketing Social Media Marketing Advertiisng

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(c) Liz H Kelly August 2014, UCLA Extension

New Media MarketingWeek 8: Social Media Advertising & Strategy

Tuesday, August 12, 14

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Videos

Week 8 Topics

© 2014, Liz H Kelly (Proprietary and Con:idential)

Search Engine Marketing

Traditional vs Social Media Marketing

Facebook & Twitter Ads

Strategy

Case Studies

Guest Speaker

Wrap-up

People who like a brand on Facebook, follow a brand on Twitter or subscribe to a brand’s email newsletter, are more likely to buy and recommend.


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What is SEM?


Advertising websites thru search engines like Google or Yahoo!

Increase traffic and conversion rates thru traffic increases

Organic SEO with keywords

PPC or Pay Per Click Advertising, bill amount willing to pay per click


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Traditional vs Social MktgTraditional Marketing - TV, Radio, Direct Mail, Yellow Pages

Social Media Marketing - Social Networks, Mobile Apps, Blogs

Word of Mouth Marketing has become Instant Marketing!

Traditional Marketing is a 1-way conversation like a podium!

Social Media is a 2-way conversation & you can listen!



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Facebook AdvertisingHow to run Facebook Ads on a Budget

How to make your Ads pay - Facebook Conversion

How to Advertise on Facebook

Native Ads blend in and are the most effective way to advertise

Determine your Facebook Marketing Funnel



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Drive Strategy for every Step in the Facebook Funnel



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Advertising ROI



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Facebook Case Study


Oreo’s Daily Twist

To celebrate their 100th birthday, they had 100 Facebook posts that turned into a trending story with “visual treats”

Results

231 million impressions from 2600 articles

Increased Facebook fans by 1 million

Increased Facebook engagement by 195%


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Twitter Advertising


Promote your page

Added to Who to Follow

Promoted tweets

Spend for new follower or engagement

Promoted on web & mobile

Reach people who haven’t heard of you with similar interests


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Twitter Case Study


JustFab.com

Asked fans to tweet with unique hashtag #JustFabWish with item from their online store for a chance to win

Ran banner ads on their site

Ran ads on Facebook and Twitter

Results

140% increase in site traffic

240% increase in revenue from Twitter


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Digital Marketing Focus



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Groupon Case Studies


Increase customers

Drive sales

Great for local businesses

Make it location and occasion specific


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Assignment 8Week 8 AssignmentPart of managing a social media marketing campaign is determining if it was effective. Discuss a social media marketing campaign that you plan to run for your product, the budget (advertising, employees/hourly cost, creative costs, technical costs, etc) and how you will measure the ROI (Return on Investment) understanding analytics of your online marketing efforts.



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Grading

Below is our grading grid for assignments:



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CEO/Founder Liz H Kelly has built advertising campaigns and recognition programs for Fox Interactive Media/MySpace, Paramount Pictures, and the first Sprint PCS. She is on the Advisory Board for Net Impact LA and Global Girl Media & regularly speaks on panels, ie Digital Hollywood, Social Media Week LA.

About & Contact

Liz H Kelly, Goody PR & Goody Awards* Founder

[email protected]

Google Voice: 310-987-7207

*part of Sunrise Road Media Inc



mailto:[email protected]

mailto:[email protected]