How to leverage paid social media advertising to achieve enrollment goals by josh walovitch and charles lockwood

Find Out How to:

Leverage Paid Social Media Advertising to Achieve Enrollment Goals

Josh WalovitchDirector of Digital,

Social & Paid Media@joshovitch

Charles LockwoodInteractive Designer

& Web Strategist@thelockwould

35%

Share of traffic to publisher

content

Search vs. Social

(Shareaholic)

If You Build it, They Probably Won’t Come

amazingly beautiful & functionally elegant website?

SOCIAL FEEDS ARE THE NEW HOMEPAGES

RELEVANT CONTENT

NEWS STORY / VIRAL VIDEO

SOMETHING YOU WILL SHARE WITH OTHERS

No Longer do we have access to our target’s

attention. ( and our tools don’t work like they used to )

WEBSITES, DIRECT MAILBROCHURES, POSTCARDS, FLYERS, BANNER ADS, POSTERS, EMAIL, PPC ARE THESE THE MEDIUMS PEOPLE CONSUME & SHARE & ENGAGE WITH CONTENT?

let’s see what happened to the effectiveness of our tools when we used them based on an outdated marketing outlook:

EMAIL OPEN RATES

BANNER AD CTRs

CPC DEMAND OF ADWORDS

email open rates:

2002: 37.3%2009: 26%2011: 17%2014: 9.8%(Constant Contact)

email open rates:

2015: ?

Banner ad click-thru rates

Mid 90’s: 3.0%Early 2000s: 0.5%2010: 0.1%2014: 0.04%

(Advertising and the World Wide Web by David Shuman and Esther Thorson, 2014

and Hubspot)

you are more likely to complete NAVY SEAL training than click a

banner ad

cost-per-click demand of google adwords

GOING DOWN15% Y.O.Y.

?(Google)

Now let’s take a look at where ad spend in the

market currently stands

in 2018 smart phones will overtake non-smartphones, skyrocketing to 3.5 billion consumer devices worldwide (cisco)

So here’s that question again:

why do marketers continue to invest so heavily in email, direct mail, ppc, banner ads, etc?

When they themselves, as a consumer,don’t fall for those tactics.

Social media content is seen by more customers than any other medium at a frequency higher than any other medium

Not investing in social media is equivalent to:

so much fun

yay

pretty lights

Social Media Core Approach

Social Media Core Approach

ADD VALUEEDUCATE

ENTERTAIN(and then every once in awhile ask them to do something for us)

Social Media Core Approach

3 PRONG

OWNEDEARNED

INTEGRATED PROJECT STRATEGY

Social Media Core Approach

Social Media Core Approach

OWNEDEARNED

INTEGRATED PROJECT STRATEGY

PAID

Unfortunately

Similar to email, ppc, etc. The social realm isn’t

working like it used to either.

This makes us as marketers have to work much harder to

get our message out.

In order for organic social marketing to really work, you have to devote a large amount of resources* to:

LONG TERM COMMUNITY MANAGEMENT

CONSTANTLY CREATING MEANINGFUL CONTENT

ACTIVELY BUILDING RELATIONSHIPS

*Designers, videographers, front-end developers, back-end developers, photographers, writers, creative directors, art directors, etc.

Last year, Nestle revealed that its teams produce more than 1,500 pieces of marketing content each day for more

than 800 Facebook pages.

Assuming each FB post takes 2 hours of work, that means they spend roughly:

$127,500/day on FB posts alone.

How can you as smaller, in-house marketing departments (with limited resources) fully utilize these social platforms to:

AFFECT THE BOTTOM LINE

DRIVE ADMISSIONS

GATHER DEMOGRAPHIC INSIGHT

PAID SOCIAL

What is the goal?

Get our brand in front of targets in a meaningful way,

in the places they spend most of their time

What is the obstacle?

Organic reach isn’t working. Not to mention it’s not like sending another email is going to get the job done.

What is the solution?

There’s a new way to find our targets and get in front

of them

Facebook’s Data Partnersallow brands greater access to:

A VASTAMOUNT OFAUDIENCEDATA

Any information users input into Facebook can be leveraged for targeted ads

CASE STUDYSawyer Business School - Executive MBA Program

PAY-PER-CLICK, FACE-TO-FACE, EVENTS, CORPORATE SPONSORSHIPS, DIRECT MAIL, ETC.THEY NEEDED MORE LEADS.

PLAN:

PLAN:[CONTENT]

PLAN:[CONTENT] + [CONVERSION TOOL]

PLAN:[CONTENT] + [CONVERSION TOOL] [QUALIFIED TRAFFIC]

PLAN:[CONTENT] + [CONVERSION TOOL] [QUALIFIED TRAFFIC]

QUALIFIED LEAD GENERATION

If you’re already using adwords along with conversion-driven Landing Pages,

all your content is basically already created

Now, let’s talk targeting

DEMOGRAPHIC, AGE,JOB TITLE, COMPANY NAME,LOCATION, INTERESTS, GENDER, LANGUAGE, ETC.+ THOSE EMAIL LISTS

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ad variationslet the market decide.

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if the ad isn’t working, it’s sent packing.

(or simply packed away)

OPTIMIZE + REPEAT

out of over 1 million impressions and 1,300+ clicks:

298 244 243

Finally, add some remarketing

REMARKETING

THE CAMPAIGN

WAS SUCCESSFUL.

ISN’T THAT GREAT?

OH YEAH! WE

SHOULD DO THESE

CAMPAIGNS ALL

THE TIME!

Agile Marketers

Paid social campaigns allow an in-house department to

think and act more creatively when it comes to marketing.

Paid social is:A great addition to your mix for driving leads at low cost in a marketing climate where your existing marketing mix no longer yielding the

same bang for your buck as it used to.

Thank you.