Social

media
CHAPTER 9
Definition
 Social media is a bit of a goliath these days
– omnipresent, revered and lamented in
equal doses, and most definitely often
misunderstood.
 Social media is generally defined as any
website or application that enables users to
create and share content, or to participate
in social networking
Social media marketing
 The process of gaining traffic,
attention, and interaction with
customers through social media,
to drive direct and indirect sales
The SEO Angle

 It is not uncommon for around 30–40 per cent of web traffic to be driven from social channels. Why?
Because people are increasingly using social filtering (i.e., things tweeted/posted by their
friends/connections) as a means of discovering content and brands as well as search engines.
 For example, prior to the explosive growth of social media since 2007, most internet users would search,
primarily through Google, to find something online. Since then, social media has created an increase in the
interactions we make with each other on a daily basis and, as a result, we are now far more interested in the
recommendations and insights we receive from our network than from internet advertising.
Social and the Power of Word of Mouth

 Social has immense untapped potential for brands if they can use it to generate mass word-of-mouth
recommendation. First and foremost, social is about the power of the network – as people trust the people
they know more than they trust any advertising in the world.
 Social recommendations and the resulting word of mouth can help turbocharge your marketing.
Measurement
 The first question wen considering measurement approach is what to measure.. It is important to
think beyond fans or views – while these metrics are interesting, the real value is in the quality
of the engagement
 Volume and Reach: the quantity and penetration of touchpoints with potential customers
 Engagement and Quality: the quality of interaction with potential customers
Measuring Volume and Reach
 Typical volume / reach metrics are:
 Brand volume: volume of brand and
brand product mentions
 Market Reach: volume of
fan/twitter/subscriber followers (and
their followers)
 Twitter Followers: volume of Twitter
followers on a brand’s Twitter prfoile)
 Facebook fans: volume of Facebook
fans on a brand’s Facebook page
 YouTube views: volume of YouTube
video views.
Measuring engagement and quality

 Typical engagement / quality metrics are:

 Brand Conversation: the number of times that individuals are talking repeatedly about a brand, as
well as comments and replies on the main social profiles
 Content Dissemination: an aggregated value that measures how brands have engaged with their
audience across all the main platforms (to measure whether there is a bias to one or more platform)
 Twitter engagement: the number of posts, shares or retweets related to the brand
 Facebook engagement: the number of posts or shares related to the brand
 YouTube engagement: the number of shares of videos and subscribers to the brand channel
 Overall sentiment: high volume / engagement I sone thing but you also need to measure the
sentiment: 100K comments sounds good, but if 99K are negative then you have a problem. All good
social media monitoring tools will help measure sentiment
Social media moving from broadcast to
walled gardens
Social listening

 Social listening is the process of

identifying and assessing what is
being said about a company,
individual, product or brand on
social media
Advertising on Social Media

 You might be wondering why you should pay for advertising on social media
sites when you can just publish a post and send it off to the masses.
 Posting to social media doesn’t necessarily mean you’re getting as many views
as you should. Some sites, for example Facebook, don’t make it easy for
consumers to see posts from brands — even if those people liked the brand's
page.
 When you pay for advertising on social media sites, you’re paying for the ability
to reach more people.
Exploring the growth in social advertising

 The increased advertising offerings on social media channels could be

interpreted as attempts to overcome consumer’s acquired banner blindness
to ads appearing in predictable online locations – and a deep desire to cut
into Google’s share of total online advertising revenue
 But there’s more than Google envy at play. The growth in social advertising
is also driven by the greater reach, better analytics, higher click-through
rates, and higher degree of engagement with mobile ads. Mobile ads not
only catch people who seek something specific, but they catch them at the
very moment they’re on the move and interested in a purchase.
Maximizing your Advertising Dollars

You can and should take advantage of targeting your audience as closely as the
tools allow, selecting by geography, demographics, education, and interest area
whenever possible.
Some object to the targeting: Older women seem to receive a disproportionate
number of ads for skin creams and diets; those who change their status to Engaged
are quickly deluged with ads from wedding service providers.
Advertising on Facebook

 Facebook offers several forms of advertising, each of which can appear in three
places: in the right-hand column of a desktop Facebook page, in a user’s desktop
news feed, or with Facebook’s mobile news feed.
 Like Google Adwords, pricing is on a bid basis, where you can set your daily
maximum and campaign duration
Getting Started

 To start advertising, go to www.facebook.com/ads/create.

 On the screen that appears, establish an objective for your ad by selecting an option from the
Choose your Objective page, under the What’s your marketing objective menu
 Types of Objectives

Send people to your website: Drive traffic to your website (away from Facebook).
Increase brand awareness: Increase awareness of your company by promoting to people who are most
likely to be interested in it.
Increase local awareness: Promote to people who live in the area.
Reach: Target your ad to reach the maximum amount of people.
Increase conversions on your website: Promote specific actions (conversions) on your website, such as a
newsletter sign-up, white paper download, or purchase.
Drive people to a brick-and-mortar location: Promote to the people who live in the area with the types of
content that will encourage them to visit a specific location.
 Types of Objectives
Product catalog sales: Drive sales by displaying enticing pictures from an online catalog.
Boost your posts: Promote a specific post on your timeline to increase reach; this is an internal Facebook
objective.
Promote your Page: Increase traffic or likes to grow your brand or audience; this is an internal Facebook
objective.
Get installs of your app: Encourage downloads of your apps.
Increase engagement in your app: Encourage people to use your desktop app.
Raise attendance at your event: Get more people to attend your events.
Get people to claim your offer: Offer discounts, promo codes, or coupons for buyers to use on your site, in
your storefront, or when purchasing a service.
Get video views: Get more people to view your videos.
Steps (Cont’d)
Enter a name for your campaign in the Campaign Name box and then click the blue Continue button to
start your campaign.
Define your audience.
Choose the page you want to promote.
Click Save this Audience
Choose your placements
Determine your budget
Give your ad set a name, and then click the blue continue button
Choose your ad’s format
Choose the page you’re promoting and the text to go with your ad
Enter a URL if the ad is to direct traffic, and choose a call of action if necessary
Preview your ad to make sure its exactly as you’d like it
Review and place your order
Boosting or Promoting a Post

 Go to any recent post

 Click the Boost Post button at the bottom of the post
 In the pop-up window that appears, choose your audience,
budget, and how you want the Boost Post campaign to run
 Click Boost

 A boosted post has two special characteristic

 It appears higher in views news feeds, so it attracts more
attention
 It gets a much broader distribution than an ordinary post.
You can boost any post, including status updates, photos,
offers, or videos
Paying for your Facebook Ads

As with online advertising elsewhere, Facebook

generally offers several options for pricing ads:
 Cost per click (CPC): You pay for the ad only when
someone clicks on an ad that takes him or her to either
an external link or another internal Facebook page. The
minimum bid for a click is one cent. You might also pay
per type of engagement, such as a like or a comment.
 Cost per thousand (CPM) impressions: Your cost is
based on how many thousands of people see your ad,
whether they click or not. This type of pricing makes
more sense for branding ads.
 Flat fee (available only for boosted posts): You set a
flat fee to boost a post that will last for the length of time
you set for your boost campaign. Charges, which are
calculated by impression, are deducted from that budget. 
Advertising on Twitter

Promoting your tweets: Promoted tweets, like organic tweets, may include
hashtags, rich media, and links to your website, and they offer the same forms of
engagement: replies, favorites, and retweets.
Unlike organic tweets, however, you can target non-followers by demographics,
interests, keywords, geography, device, similarity to current followers, and more.
You pay only when someone engages with your tweet
Promoting your Account

 Like a promoted tweet, a promoted account can be targeted to your desired audience. However,
it differs from a tweet in content and format.
 A promoted account ad includes a short, vivid description of the benefits of following your
business on Twitter, plus your company logo and a call to action.
Promoting a trend

 Trending topics, which appear on the left side of a

viewer’s home page, show topics of interest in different
countries during a 24-hour window.
 Although trends are updated every 24 hours, you can
promote a trend for several weeks if you want.
Remarketing with Twitter

 Like remarketing products on other platforms, Twitter remarketing lets you target only Twitter users who
have already visited your website.
 Twitter visitors who see one of your promoted tweets or Twitter cards will then see a reminder ad to help
keep your company top of mind.
Pricing and Bidding on Twitter

Twitter’s ad prices are based on actions other than clicks. You bid a price for a specific action based on the
type of advertising you choose. You’re charged a flat price only when a viewer takes that action, whether it’s
submitting information through your campaign, following you, or retweeting.
The Bidding Process

Go to https://biz.twitter.com/start-advertising to set

up your account.
Using the drop-down menus, indicate the country
where your business is located and whether your
monthly budget will be less than or more than $5,000.
Click the Let’s Go button at the bottom of the screen.
Click the down arrow on the Create Campaign button
in the top-right corner of the screen.
A drop-down menu with advertising objectives
appears.
Select your objective from the six choices on the list.
The Bidding Process (Cont’d)

The choices are Followers, Website Clicks or Conversions, Tweet Engagements, App Installs or Re-
engagements, Leads on Twitter, and Custom. A new screen appears for the objective you selected.
 Followers: Helps you to grow a Twitter follower base.
 Website Clicks or Conversions: Directs people to your website or specific sales pages.
 Tweet Engagements: Geared toward encouraging retweets, likes, and conversation.
 App Installs or Re-engagements: Promotes your apps to new users or encourages previous users of that app to
revisit. You can choose options based on your objective.
 Leads on Twitter: Encourages lead generation to drive potential customers to perform a specific action.
 Custom: Allows you to customize your advertising experience.
The Bidding Process (Cont’d)
Name your campaign.
Choose a name that describes your goal or target audience.
Determine tracking options so you can see specific metrics such as site visits, purchases, and other options.
Select your audience.
You can target specific ages and demographics, including location, language, gender, mobile users and more.
In the budget section, set a daily spending maximum.
No matter where you set your maximum bid, Twitter won’t charge more than a penny above the next highest
bid until you reach your maximum price. You’ll receive information about what other advertisers are bidding
so you can optimize your spending.
Set a total budget (optional) for the duration of your campaign. Your ads will stop showing as soon as your
budget has been met.
Under Creative Options, create a new tweet or promote an existing tweet.
Click the Launch button at the top right. 
Advertising on YouTube

 Skippable in-stream ads: These ads play before or during a video (a.k.a. “pre-roll” or “mid-roll”). Their defining feature
is that viewers can choose to skip them after the first 5 seconds.
 Skippable in-stream ads are billed in the CPV (cost per view) model, so we pay for the ad impression. An ad impression is counted
when the user views more than 30 seconds of the ad (or the entire ad, if it lasts less than 30 seconds), or when the user interacts
with the ad.
 Non-skippable in-stream ads (including bumper ads): Because 76% of people report that they automatically skip ads,
some advertisers choose to run pre-roll or mid-roll ads that don’t have a skip button at all.
 When should you do this? When you’re aiming for a wide lift in brand awareness, and you’re confident that your creative is strong
enough to hold your audience’s attention for the full 15 seconds.
 Note that with non-skippable ads, advertisers pay per impression, at CPM (i.e., per 1,000 views).
 Bumper ad is a six second, unskippable video ad that plays before a YouTube video
Advertising on YouTube
 Discovery Ads: Whereas in-stream ads function something like a traditional TV commercial,
discovery ads are more akin to the ads you see on Google’s search results page.
 Discovery ads show up alongside organic search results. So if your video looks more relevant than the
organic results, people can choose to watch it, instead.
 Discovery ads include three lines of text along with a thumbnail. When interested people click on the
ad, they’re sent through to your video page or YouTube channel.
Advertising on YouTube
 Non-Video Ads: For advertisers without a budget for video, YouTube offers non-video ads.
 Display ads: appear on the right-hand sidebar, and include an image and text, alongside a CTA with a
link to your website.
 In-video overlay ads: appear floating on top of video content from monetized YouTube channels.
 How to advertise on YouTube
 Create your campaign
 Choose your campaign goal, based on your brand’s marketing objectives
 Select your campaign type
 Select your video campaign subtype
Video Campaign Sub Type
Define your campaign parameters

 Select your bid strategy

 Enter your budget by day or as the total amount you’re willing to spend
 Select where your ads will show up
 Discovery only (i.e., YouTube Search Results)
 All of YouTube
 YouTube Display Network (i.e., non YouTube affiliate websites (gmail, mobile apps etc)
 Select your audiences location and language
 Choose how sensitive your brand safety guidelines are
 Target your audience
 Set your campaign to live