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Executive summary...................................................................................................4
Social ad network summary............................................................................................ 5
Facebook....................................................................................................................... 7
Learnings.........................................................................................................................................7
Users want to stay in the network where possible...................................................... 7 Facebook wants you to stay in its network.................................................................. 7 Social ads perform better................................................................................................ 8
Twitter............................................................................................................................15
Logistics......................................................................................................................................... 15
Promoted Accounts.........................................................................................................15 Promoted Tweets.............................................................................................................16 Placement in Search........................................................................................................16
LinkedIn.........................................................................................................................19
Logistics.................................................................................................................................... 19
What you need to know before you jump into the details
As a marketer, you have likely dipped your toes into social waters, and developed a branded presence and audience. But have you mastered the art of moving that audience into action, or tapping into the incredible population of users interacting on social networks that have not yet joined the ranks of your brands community? Its only in building an engaged audience that you can tap into the holy grail of all advertising: Word of Mouth (WOM) at Scale. A new era in marketing is here, and the dividing line between what makes a good ad and what inspires user engagement has all but dissolved. Going forward, an effective social ad strategy must pull in new fans and followers, and also optimize for the types of users that want to engage with your brand for the long haul. In order to develop an ad strategy that results in long-term engagement, you have to develop a campaign that plays off the existing, organic rules of engagement unique to each social network. After all, what inspires Susan to share your brand post on Facebook will be quite different from what moves John to re-tweet your brand message on Twitter. However, the clues to building an effective ad campaign on either network can be found by observing what content and ad strategies engaged both Susan and John. In this report, Wildfire offers you a framework for understanding how users interact with paid and owned content on Facebook, Twitter and Linkedin, and how to pay for the kinds of ads now that will lead to additional earned media later. Lets start by looking at the differences between social advertising on these platforms
Facebook Purpose
Consdierations for Audience/ Targeting
Twitter Information
1) Users expect fresh or breaking news content 2) Target promoted tweets to Timeline rather than search 3) Target only relevant geographies during international campaigns
LinkedIn Professions
1) Users identify by their professions target accordingly 2) For maximum ad efficacy, focus on targeting specific groups of users, versus by targeting members of LinkedIn Groups, as these groups can include a broader selection of users (which dulls the effects of extensive targeting efforts!) Two placements available right hand side and bottom of page
Connection
1) Users want to stay in network (and Facebook charges less for ads to internal destination) 2) Utilize social ads to leverage users intent to connect with friends/ family
Key ad units
Promoted accounts, tweets, trends (note: trends are higher cost and require a Twitter ad rep) Strong mobile consumption
Channels/ Timing
Traffic peaks Mondays and Wednesdays; minimal weekend traffic User traffic peaks during working hours keep this in mind when targeting geographies and time zones
After you consider the different rules of engagement on each network, its essential to think holistically about how the individual parts of your users experience connect within one network. Specifically are you thinking about how the following all connect? your paid media (ads) your owned media (branded destinations like your Facebook page and all the custom content you create for it) your earned media (the viral reach being generated by users clicking, sharing and commenting on your content). In the not-so-distant past, marketers may have thought about and managed these three media types independently in social, but we are experiencing a sea change in our industry. Social networks like Facebook are reinventing traditional push advertising in favor of a new concept of paid placement for quality content (i.e. in Facebooks case sponsored stories that the user would have seen anyway, just higher up in the feed and more persistent). When your paid, owned and earned media are optimized together (through a virtuous cycle of testing and learning), youll decrease your advertising costs and have money left over to reach more new users! So please keep this context in mind as we dig into the specifics of ad optimization in the report ahead.
Summary
When considering advertising on the different social networks, you should be aware of the dynamics specific to that network to ensure you receive the most bang for your advertising buck. In this report, youll learn specific best practices on the messaging, design, content, targeting, and optimization of social ads on Facebook, Twitter and LinkedIn.
Facebook
What is Facebooks relevance to you as a marketer and advertiser? According to VentureBeat, American users spend over 6 hours a month interacting on Facebook. And with over 900 million monthly active users, thats a tremendous audience that has the potential to bump into your brand. In the US itself, Facebook will account for 6.5% of all online ad spending in 2012. Facebooks ad revenues will swell more than 60% this year to reach $5.06 billion worldwide, after posting growth of 68.2% in 2011 (according to eMarketer). Additionally, social ad (Facebook ads with social context such as a Like button) click-thru-rates (CTRs) have improved by 18% in 2011. This could mean that users are engaging more or ads are becoming more effective. So what should you consider with respect to Facebook advertising?
One study by SEOMoz confirmed that bounce rates from Facebook ads increased 41% over the typical bounce rates from those brands websites. In addition, the users that stayed around the site after clicking through to it were much less engaged with the content: SEOMoz reported a 57% decrease in time spent on the site as compared to typical page visitors.
Ultimately, you, as a marketer, want your paid media (ads), owned media (your branded destinations) and earned media (the additional share of voice from people commenting, sharing, liking your content) working together in the most efficient way, and staying in network with a dedicated landing page tab enables this to happen. Check out our blog for more tips on content and engagement: http://blog.wildfireapp.com/
Branded messages paired with a social context result in a 68% higher ad recall and 4x greater likelihood that a viewer will purchase.
Social ads perform better
The core of the Facebook network centers around connection. People are there to connect with their friends and family, and they also want to discover what other users are doing. We see greater response rates when a brands message is paired with content that shows how a users friends or network have interacted with that brand. Essentially, your advertising message includes a trusted referral or endorsement from someone your users know. Gokul Rajaram, Facebooks Product Director for Ads, confirmed this. According to Rajaram, branded messages paired with a social context result in a 68% higher ad recall and 4x greater likelihood that a viewer will purchase. Note: due to the enhanced performance of social ads, we will be focusing exclusively on this ad format for our report. Ads with no social context, which are ads that have no Like button or any tie-in with Facebook social data, can be used to drive user traffic outside of Facebook. While this strategy has its time and place, we will not be covering it in this report. A full breakdown of other types of ads Facebook offers can be found here: https://www.facebook.com/business/ads/
Social ads are Facebook ads that are set up to include Facbook graphic elements such as the Likebutton and list of friends who also liked the ad
Title Copy
The title copy of your advertisement is often a fixed feature. Facebook will automatically pull in the title of your Fan Page, or the title of your app, to serve as the title of your ad if youre driving traffic to thoselocations. The one ad unit where you have control over the title is the ad that drives outside of Facebook (and has no social plugins). While we dont dive deeply into this ad format, one of the best pratices when you have the option to change the title is to ask a question. Questions automatically trigger readers subconscious or conscious minds to answer. If your question is compelling enough, they will want to click through to see the answer. Another way to think of this is to try titles that will elicit some kind of reaction from your audience, like making them laugh or think. And of course keep it succinct and limit your titles to one line.
This ad for Dillards demonstrates several best practices, including a horizontal image orientation, a closeup of a face (as it is relevant to the ad content), and a great call-to-action.
Since Jun Group has opted to set this ad up to drive traffic outside of Facebook, the ad can also have a customized Title.
Body Copy
The body copy of your ad should describe what you are offering and also convey why a user should pay attention or care. By pairing your advertising with a compelling reason to click (e.g. access to deals or promotions such as coupons, sweepstakes, contests, and giveaways), your ads will perform better. Facebook ad body copy is limited to 90 characters, so brevity is very important.
All of the ads on this page have very specific calls to action within the body copy.
If you are targeting users based on certain Likes & Interests or demographic information, tie that information into your copy to make it feel more relevant for the user. For example, an ad targeting users living in Palo Alto, CA, will hook a user better if the words Palo Alto or Bay Area are in the copy.
Calls-to-Action
A critical ad factor, that often gets missed, is having a strong call-to-action (CTA). It seems logical that a user should know to click on an ad if they like it, right? Wrong. The truth is they arent likely to click unless theyre explicitly told. Its a very strange phenomenon, but our learnings show that users respond to instruction, but will seldom act without it. That is why youll see a lot of Click LIKE if you enjoyed this copy appended to posts within your News Feed. You dont want users to be passive in their consumption of your content - passive consumption fails to generate that super-valuable earned media.
Ask people to click Like, Comment or Click Here. At Wildfire, we have seen up to a 4x increase in these types of behaviors when there is a clear ask, whether its in a Facebook post, an ad, or even a promotion.
PAGE 10 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn
CPC vs CPM
Ad prices on Facebook are determined by auction. You can pay based on costper-impression (CPM), which is the number of times people see the ad, or on cost-per-click (CPC), the number of times people actually click on it. Most advertisers choose CPC, but it is worth testing both options to see which is more affordable.
One way to optimize a campaign for reach and spend is to blend a CPC and CPM approach. You start by running a series of ads on a CPC basis (note: you will need a person, or a service, to monitor results frequently). Once youve spent 48-72 hours optimizing your ads for the lowest CPC (by pausing the ads that performed poorly and reallocating the budget to better performers), youll have a good idea of what exact ad (copy, image, title, CTA) works best for your target demographic. Then, you can pause the CPC campaign and re-launch that very same ad on a CPM basis, to the same demographic. Assuming it continued to be popular and engaging to the same demographic, youd be getting the most bang for your buck by optimizing the ad first, then launching it in a way that was cheaper to serve.
Sponsored Stories ad units received a 46% higher click through rate, a 20% lower cost per click, and an 18% lower cost per fan than Facebooks standard ad units.
Facebook is increasing the span of coverage achieved by Sponsored Stories. Starting in January 2012, Facebook gradually began showing Sponsored Stories social ads in the main News Feed of the web version of the site. Considering that users spend up to 27% of their time on Facebook reading through the News Feed, this is an enormous opportunity to capture users attention (ComScore, 2012). Note: there are seven types of Sponsored Story ad units. You can read about them all here: http://ads.ak.facebook.com/ads/FacebookAds/Sponsored_Stories_Guide_042511.pdf
55% of active Facebook users access the network from their mobile devices
For example, a coffee brand could ask about how people prefer to get their caffeine fix. The ad generated from the response would include your friends name and their comment, but it could also include a link to a daily coupon which users could pass on to their friends.
You can see the Storyteller app in action on the Facebook tab in these images.
The Storyteller app is used to start a conversation around customer prefernces at the Java Bean Cafe
fans or friends of fans. On the other hand, you can expect better conversions through Sponsored Stories due to WOM benefits shown in the ad units. A combination of these formats working together will maximize your reach and effectiveness while keeping costs as low as possible.
Once a user inputs an answer, each answer is conversted into a potential sponsored by story, but with the page administrators pre-set image, custom links, and descriptive text.
Twitter
Twitter has been the focus of much hype because of its addictive, real time information broadcasting, particularly in the global political arena. It has 140 million monthly active users but those users, who are doing a broad range of activities on Twitter. Twitter is a less mature advertising platform than Facebook, rolling out advertising functionalities for brands in 2010. Uptake by advertisers, however, has grown very fast. With the introduction of Twitter Brand Pages in 2011, more advertisers are investing ad budgets in the network. In fact, according to eMarketer, you can see that from Mid 2011 thru 2012, the number of companies on Twitter jumped four-fold. In addition, advertising revenue on the network is steadily increasing.
Use Promoted Accounts to boost your follower rate and build your base
A Promoted Account a type of ad that is featured within search results and within the Who To Follow section on users Twitter pages, which helps followers discover new businesses, content, and people on Twitter. The recommendations are made based on the Promoted Accounts that are most likely to appeal to a user.
MetroPC is promoted as an account to follow, together with two organically selected accounts.
PAGE 15 | Social Advertising Part 1: Facebook, Twitter, and LinkedIn
Promoted Tweets
Use Promoted Tweets to extend your reach to a broader audience and be in the right place at the right time.
Promoted Tweets can be targeted to show up at the top of search results, or to show up on user timelines.
Placement in Search
Promoting Tweets to Search, while it seems like a familiar strategy (in its striking resemblance to SEM) is not a very effective way to achieve high engagement or interaction with Twitter users. Generally, users arent on Twitter to search (its not typically aligned with their Twitter engagement behavior). At certain times, however, piggybacking your keywords against #hashtags and trending topics can have a significant impact. For example, if people are talking about #earthday and you sell biodegradable containers, you are able to advertise against #earthday to have your promoted tweet show up at the top of resulting searches, thereby inserting your ad messaging into the conversation about the Earth day event.
Promoted Trends
Use Promoted Trends to ramp awareness and drive buzz and engagement by being featured as a trending topic at the top of the Trends list on Twitters homepage. A Promoted Trend gets massive exposure as it is placed next to the hottest topics of the moment, and is optimally placed for kick starting or amplifying a conversation. The Promoted Trend functionality is currently in Beta, and it comes with a significant price tag (approximately $120,000 for 24 hours), so contact your Twitter rep for more details.
AMC purchased the promoted trend The Walking Dead to ptomote the popular show.
Note: you are likely to see far higher numbers of qualified fans, i.e. those who are truly interested in your product or service, when you target to a geography where your product is available rather than opening it up to regions where you dont have a presence. If you dont pay attention to geographic targeting when you set up your Twitter campaigns, you may inadvertently blow through your budget very quickly to produce low quality results.
Advertise by Geography
Twitters geographic targeting allows you to increase the relevance of your campaign by targeting your message to a specific geography. This results in boosted engagement rates because of relevance.
Mobile advertising
Youll be heartened to hear that both Promoted Accounts and Promoted Tweets are rolling out on Twitter mobile. As 55% of Twitters monthly active users access the information network via mobile devices, mobile is really where the new money is waiting to be made. Additional targeting can only benefit advertisers, because you get more bang for your buck by allowing more specificity through being able to select certain mobile OSs to have your promoted items show to:
LinkedIn
LinkedIn is commonly known as the Professional social network. According to LinkedIn, the network has a higher composition of high income earners, business decision makers, and college or post-college graduates than other leading social media networks. Additionally, with 150 million monthly active users, LinkedIn serves as a powerful venue for companies seeking to interact with customers and prospects, build positive brand awareness, and drive revenue. Consider the latest statistics: Approximately two professionals sign up to join LinkedIn every second Executives from all Fortune 500 companies are LinkedIn members More than 2 million companies have LinkedIn Company Pages. Interestingly, LinkedIn, which has lower ad revenues and a lower growth rate overall than Twitter, is getting an increasingly greater share of its ad dollars from outside the US. This year, when the site will see $226 million in ad revenues, a 46.1% increase over 2011, 32% of that money will come from abroad. But, by 2014, it is anticipated that US advertisers will account for 60% of LinkedIns revenues of $405.6 million, according to eMarketer estimates, due to a stronger-than-expected advertising program on the site.
Logistics:
There are two placement areas for Ads the right bar and bottom of the page Market place ad units are identified by the phrase Ads by LinkedIn Members Ad units are composed of image, title, body and source of the ad unit - Image - Title = 25 characters max - Body = 75 charters max - Source = Citation of advertising company
As on Facebook, include an image with your ad thats relevant to what you offer. A best practice is a version of your logo or mascot. Anecdotally, images of smiling professionals also tend to perform well. A tip the LinkedIn background color is white, so images with bright colors are more likely to capture the attention of your audience.
GIA paired a LinkedIn promotion with an adversting campaign and saw a 60% lowered cost per lead.
Optimization
LinkedIn will average the CTR of all ads in a campaign to create your overall quality score. The higher the quality score, the higher likelihood of your ad being served in the future. Its important to know that the auto-optimize feature in LinkedIn pauses campaigns that are generating less than 0.025% CTR. If your CTR is lower than 0.025%, create and test several additional ad variations. LinkedIn recommends that you create at least 3 different ad variations for optimization and you can create up to 15 within a single campaign. You can also try narrowing your target audience so that your ad becomes more relevant and receives more clicks.
If your CTR is lower than 0.025%, create and test several additional ad variations.
Targeting
LinkedIn provides robust targeting parameters: - Age and geographic region - Company title - LinkedIn member groups
In Summary:
This report has covered a multitude of best practices in relation to the different social networks across imagery, copy, calls-to-action and targeting. In addition to these, three key takeaways we recommend you remember are: 1) Engagement rates vary by network. Build this into your expectations and measurement framework. You can expect to see 0.05% on Facebook, 1% (and hopefully more) on Twitter, and 0.025% on LinkedIn. 2) A strong call-to-action (CTA) is universally important across the different networks dont expect users to know what you want them to do. Be specific. 3) Think holistically about the entire experience you pres ent to users. For example, once you have created a high performing, optimized ad creative, are you delivering the best post-click experience possible? Does your landing page or destination seamlessly reinforce your ad message? Is it intuitive and well designed? Does it maximize social sharing of your content through built in stream stories and sharing capability? Ensure you have your paid, owned and earned activities working together.
Tip: It is not as effective to target LinkedIn member groups, as these can include users who are not necessarily part of your desired target audience.
Sources:
http://partner.linkedin.com/ads/bestpractices/index.html#ads https://business.twitter.com/en/advertise/ https://www.facebook.com/advertising/ http://ads.ak.facebook.com/ads/FacebookAds/Pages_Overview.pdf http://www.mediabistro.com/alltwitter/mobile-twitter-ads-smart-phones_b21191 http://www.seomoz.org/ugc/three-pitfalls-that-every-smb-should-avoid-on-facebook http//:EMarketer.com http://press.linkedin.com/about http://www.emarketer.com/Article.aspx?R=1008858 http://www.emarketer.com/PressRelease.aspx?R=1008806
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