Social Media Advertising Objectives & Audiences · 2017-04-24 · Social Media Advertising Objectives & Audiences Adam Bianco - CMO of Tide Spin. what we’re talking about today

Social Media Advertising Objectives & Audiences

Adam Bianco - CMO of Tide Spin

what we’re talking about today

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01 Why Ads are necessary?

03 5 Tactics to Optimize Your Strategy

02 Getting the lay of the land

04 Wrap-Up & Questions

Introduction

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Hi there! Adam is the Chief Marketing Officer for Tide Spin, the new app-based laundry and dry cleaning delivery service from Tide and P&G. During his previous professional stops - hospitality industry innovators, the G.R.E.A.T. Grille Group and Levy Restaurants, he collaborated with some of the world’s top brands, Harley Davidson, Disney, American Girl, Chicago Cubs, NFL teams, and Hall of Fame athletes. Last year he ran his own successful digital marketing consulting company before joining Tide Spin.

Adam Bianco - CMO of Tide Spin

@adam_bianco

@adam_bianco

@ohiostfootball | over 273,000 followers

@sportsfoodie | only 1 year old & over 22k

/adambianco

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Where We Serve

What We Clean

Wash & Fold Dry Cleaning Household & More

LAUNDRY & DRY CLEANING

DELIVERED

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use code ADAMfor $25 off first order

THE ON-DEMAND LAUNDRY SERVICE

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Social Media, The Business

Social Media, The Business

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Founded in 2004, by this guy

Social Media, The Business

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Oops, wrong guy

Valued at 330 billion!

Social Media, The Business

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What he’s really like...

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Less than 2% of your “Likes” will see your posts

Social Media, The Business

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Social Media, The Business

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Because your boss turns into this...

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Social Media, The Business

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And you want to keep your job

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SOCIAL MEDIA ADVERTISING CONTINUES TO INCREASE

$16B $31B2014 2016

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Less than 2% of your “Likes” will see your posts

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Social Media, The Business

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New “While you were away…”

keeps expanding

Social Media, The Business

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Out of order pictures

Social Media, The Business

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Social Media, The Business

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it’s all about the benjamins

Social Media, The Business

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fewer people are seeing your content

Social Media, The Business

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ads and analytics are powerful and can be effective with a minimal budget

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Ads Objectives

Ad Objectives: key elements

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Objective Audience Creative

Ad Objectives: key elements

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Objective

Objectives: lay of the land

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Objectives: lay of the land

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Objectives: “likes” haven’t gone away

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different objectives at different times

video views

website clicks

likes

app installs

retargeting

dormant & active users

organic posts

Strategy: objective

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Strategy: key elements

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Audience

Ads Network: audiences

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the types of audiences

1 2 3Custom Audience Look-a-Like Audience Saved Audience

Ads Network: audiences

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custom audiencegreat for remarketing, app engagement, email lists

Ads Network: audiences

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look-a-like audiencegreat for expanding your audience base - can target website traffic, app users, & more

Ads Network: audiences

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saved audiencegreat for targeting anyone and everyone!

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Tactic #1: Always, Always, Always Look at

Conversion

Tactic #1: always look at conversion

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Tactic #1: always look at conversion

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Install Cost is great but it’s not the whole story

Tactic #1: always look at conversion

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You must look at the total Acquisition Cost

CONVERSION %

Tactic #1: always look at conversion

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....or take it one step further

CONVERSION % of LTV

Tactic #1: always look at conversion

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It’s a multiple step process

Installs Registration % Order LTV

Tactic #1: always look at conversion

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It’s a multiple step process

Installs Registration % Order LTV

Android: 100%iOS: 100%

Android: 40%iOS: 65%

Android: 9%iOS: 18%

Android: 3%iOS: 6%

Tactic #1: always look at conversion

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let’s run the numbers

Order %

Android: $13.25 per install

iOS: $18.87 per install

Android: 9%

iOS: 18%

Android: $147

iOS: $105

CAC

Tactic #1: always look at conversion

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let’s run the numbers

LTV %

Android: $13.25 per install

iOS: $18.87 per install

Android: 3%

iOS: 6%

Android: $441

iOS: $314

Tactic #1: always look at conversion

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It’s a multiple step process

Installs Registration % Order LTV

Android: 100%iOS: 100%

Android: 40%iOS: 65%

Android: 9%iOS: 18%

Android: 3%iOS: 6%

Tactic #1: always look at conversion

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Starts to put these numbers into perspective

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Tactic #2: Leverage Google’s & Facebook’s

Audience Insights

Tactic #1: leverage Google & FB audiences

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Tactic #1: leverage Google & FB audiences

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Strategy: Audiences

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Strategy: Audiences

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Tactic #1: leverage Google & FB audiences

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Tactic #1: leverage Google & FB audiences

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Tactic #1: leverage Google & FB audiences

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ROI: website traffic

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You may find that your typical demographic audience is much different

ROI: website traffic

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But there are plenty of other types of audiences

ROI: website traffic

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But there are plenty of other types of audiences

ROI: website traffic

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Tactic #3: Do More with Retargeting(specific pages & combos)

Tactic #3: do more with retargeting

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website retargetingFacebook allows you to do more and more with website retargeting

Tactic #3: do more with retargeting

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generalretargeting

highlight other features about your business

retarget a particular product

dormant users

Tactic #3: do more with retargeting

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Custom Combination Ideas

1. Abandoned Carts: people who visit their cart but don’t go to confirmation page

2. Landing Pages: users who visit a landing page but don’t convert

3. Service: haven’t used it in a while, target dormant users of a particular product

4. Time Spent: does time spent = high value user? Target those users

Tactic #3: do more with retargeting

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app retargetingFacebook allows you to do more and more with app retargeting

Tactic #3: do more with retargeting

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App Retargeting Ideas

1. Target your most active users with current campaigns and promos

2. Increase conversion rate of people who have Installed but not have completed registration

3. Dormant Users: leverage FB ads to reach those who may have turned off other channels

Tactic #3: do more with retargeting

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remarketingaudiences

can generate4Xhigher conversions

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Tactic #4: Use Engagement Audiences

Tactic #4: Engagement Audiences

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engagement audiencesby combining objectives you can leverage engagement audiences

Engagement Audiences

1. video views to build awareness (low cost, high reach)

2. drive people to the website or landing page to acquire information (likely offer a lead magnet like a white paper)

video views

website clicks

Tactic #4: Engagement Audiences

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page interactiontarget those who interacted with your page in anyway

Engagement Audiences

1. create an audience from any campaign whether it’s organic, video, paid ad, etc.

2. target those to convert to another objective - page like, app install, etc.

organic post

page like

app install

Tactic #4: Engagement Audiences

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lead formstarget those who interacted with the form

Engagement Audiences

1. start with a lead gen campaign to gauge interest

2. if those people don’t convert on FB, perhaps share a great white paper, video, or article with them to convince them

lead gen

video / article

lead gen

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Tactic #5: Listen to Your Audience

Tactic #5: listen to your audience

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use the toolsfacebook gives you all the tools and insights to see which audience is performing higher than others

Tactic #5: listen to your audience

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two way streetexport data to find insights to refine your ad spend

i.e. age demos

Tactic #5: listen to your audience

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two way streetexport data to find insights to refine your ad spend

i.e. time of day

Tactic #5: listen to your audience

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two way streetexport data to find insights to refine your ad spend

i.e. placement

KEY TAKEAWAYS

● Build a Social Media strategy and plan that ties back into your business goals

● Make a budget for social media advertising

● Leverage retargeting and engagement audiences to drive higher conversions

● Use the audience date to further optimize your campaigns

● A/B test and analyze results

● Always, always, always look at the full conversion for total CAC

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use code ADAMfor $25 off first order

ON-DEMAND LAUNDRY SERVICE

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Email me for slides adam@tidespin.com

Any questions?

@adam_bianco

@adam_bianco

@ohiostfootball

@sportsfoodie

/adambianco