Wildfire's Social Advertising Webinar

April 25, 2012

SOCIAL ADVERTISING

Part I Everything You Need to Know about Adver6sing on Facebook, LinkedIn,

and Twi?er

AGENDA FOR DISCUSSION

•  Network rules and ad types

•  What works and doesn’t work

•  Sponsored Stories

•  Ad types and performance

•  Content cycle •  Targe6ng best

prac6ces

•  Marketplace func6ons •  Best prac6ces elici6ng

engagement •  Scheduling strategies

Facebook Twi;er LinkedIn

Summary and Q & A

AGENDA FOR DISCUSSION

•  Network rules and ad types

•  What works and doesn’t work

•  Sponsored Stories

•  Ad types and performance

•  Content cycle •  Targe6ng best

prac6ces

•  Marketplace func6ons •  Best prac6ces elici6ng

engagement •  Scheduling strategies

Facebook Twi;er LinkedIn

Summary and Q & A

Why? Brand

TODAY’S SPEAKERS

Tweet freely! We’ll be sending some shirts out for great commentary! Use @wildfireapp and #wfwebinar

Maya Grinberg

Social Media Manager Featured in Huffington Post Social Media Today Social Media Examiner Cornell University @papayamaya

TODAY’S SPEAKERS

Manager, Industry Strategists Worked on PepsiCo ABC7 Microsoft Goodby Silverstein, AKQA @pandapout

Tweet freely! We’ll be sending some shirts out for great commentary! Use @wildfireapp and #wfwebinar

Amanda Andriesz

Wildfire Interactive · wildfireapp.com · (888) 274-0929 · [email protected]

WHAT WE’VE LEARNED


FACEBOOK AD MARKET

Facebook

•  CTR improved by 18% in 2011

•  Facebook earned 23% more in ad rates at the end of 2011 compared to Q1

900MM+ acNve users 6 hr 33 mins/ month in U.S.



Facebook

•  Stay in network where possible •  Social ads perform be?er •  Sponsored stories are an

opportunity for unprecedented brand advocacy

•  Ads integrated with a complete social media marke6ng plan perform best


STAY IN THE NETWORK

•  Bounce rate on the site compared to regular ads went up by 41% •  Average 6me on site fell by 57% •  Cost per click (CPC) campaigns that point internally cost 29% less than

those linking offsite

Users don’t like to leave, and Facebook doesn’t like them to either.


SOCIAL ADS PERFORM BETTER

Facebook

•  “People want to discover what other people are doing.”

•  Branded messages with social context lead to:

•  68% higher ad recall

•  4x higher likelihood for viewers to purchase

Gokul Rajaram, Facebook 2011


WHAT ARE SOCIAL ADS?


WHAT ARE OTHER ADS?


BEST PRACTICES FOR FACEBOOK ADS


BEST PRACTICES FOR FACEBOOK ADS


OTHER BEST PRACTICES

Images and Branding Title Copy Body Copy TargeNng Calls-‐to-‐AcNon All found in the 20 page “Best PracNces for Successful Social Ads” report


SPONSORED STORIES ARE BIG

Facebook Sponsored Stories

•  46% higher click through rate (CTR)

•  20% lower cost per click (CPC)

•  18% lower cost per fan (CPF)


SPONSORED STORIES IN NEWSFEED


SPONSORED STORIES IN NEWSFEED

Facebook Newsfeed Sponsored Stories

•  Ads will be marked sponsored •  Rate limit= 1 ad/user/day •  Only friends or pages already

liked •  No way to opt out of seeing ads

or having ac6vity used


SPONSORED STORIES IN MOBILE FEED

488+ MM users


HOW TO GENERATE ORGANIC WOM


STORYTELLER FOR PAGES

SNmulate conversaNons.


STORYTELLER FOR PAGES

Create scalable WOM.


AFTER THE CLICK:

UlNmate Birthday Coupon Giveaway


AFTER THE CLICK:

UlNmate Birthday Coupon Giveaway Ads UlNmate Birthday Coupon Giveaway Landing Page with Custom App


WHAT WILL YOUR ENGAGEMENT LEAD TO?

Landing Pages are colossally important

Average engagement is 0.05% CTR




TWITTER ADS MARKET

340,000,000 Tweets per day 140,000,000+ acNve users



Twi;er

•  Less mature ads pla[orm •  Freshness of content important •  Refresh and re-‐promote new

tweets •  High engagement rates, low

conversion outside network


ADVERTISING ON TWITTER

Promoted Accounts Promoted Trends


ADVERTISING ON TWITTER

Promoted Tweets


CAMPAIGN TYPES

Promoted Tweets

Timeline

Search


FRESHNESS OF CONTENT

Promoted Tweets

24 hours of content at a Nme

Post new tweet to campaign, deacNvate old one


GEOGRAPHY AND ENGAGEMENT

Target tweets/accounts very carefully

Single digit percentage engagement rates





150MM acNve members 200 countries



LinkedIn

•  Less mature ads pla[orm •  Engagement compara6vely low •  All about targe6ng •  Brevity is key •  Weekly scheduling


MARKETPLACE VERSUS PREMIUM


MAXIMIZE EFFECTIVENESS OF SMALL ADS

A;racNve 50x50 picture

Includes CTA

Good headline


EASY TO TEST VARIABLES


BEST PERFORMERS

LinkedIn

•  Strong CTA •  Link copy and 6tle to “Who” •  Images with business professionals


BEST PERFORMERS

AcNvity peaks mid-‐week (M-‐W)

Lower average engagement rate, $2/click


BEST PERFORMERS


WHAT YOU LEARNED

•  Average engagements rates vastly different— 0.05% | 1 %+ | 0.025% •  Strong Call-‐to-‐Ac6on universally important •  Aeer the ad: what is the purpose of your adver6sement? Where do users

go next? •  Best prac6ces for copy, imagery, calls-‐to-‐ac6on, and targe6ng

AdverNsing between Facebook, Twi;er, and LinkedIn can be very different

World Leader in Social PromoNons (200,000+) BeauNful and Engaging Facebook Page Management Efficient Social Messaging Advanced AnalyNcs Ads Manager

WHAT IS WILDFIRE

WHAT’S NEXT

•  Every webinar a;endee will receive –  a link to the recorded presentaNon –  a copy of the slides –  a complimentary report “Social AdverNsing on Facebook, Twi;er, and LinkedIn: How to Succeed when One Size Doesn’t Fit All” by dialing

1-‐888-‐274-‐0929 ext. 2

Q & A

WILDFIRE INTERACTIVE

wildfireapp.com

facebook.com/wildfireinteracNve

@wildfireapp

+1-‐888-‐274-‐0929

[email protected]

1600 Seaport Blvd Redwood City, CA 94301

WE’RE HIRING!

Wildfire's Social Advertising Webinar

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