Get The Most Out Of Your Social Media Efforts
Shane Fennell Andrew Leintz Account Developer Vice President of Sales
DIGITAL ADS More demand IN 2020 ↪ Higher prices ↪ Platforms create more placements 2019 ↪ Advertising gets more complex More digital spend than ↪ AI helps traditional 2023 = Ads are smarter and harder than ever Digital will be over ⅔ of media spend https://www.emarketer.com/content/us-digital-ad-spending-will-surpass-traditional-in-2019
Strategy First ● Reduce spend ● Reduce effort ● Measure results ● Learn and adapt
Facebook Nobody goes there anymore, it’s too crowded. - Yogi Berra
3rd Most-visited website on earth
71% Of American adults are Facebook Users
Men between 25-34 Make up the biggest user segment globally.
https://www.statista.com/statistics/187041/us-user-age-distribution-on-facebook/
Video on Facebook Videos are shared 89.5x more than other content on Facebook ● Native Facebook videos have 10x more reach than YouTube links ● 85% of Facebook users watch video with the sound off Facebook live videos are watched for 3x longer during the actual ● stream than the replay https://tubularinsights.com/video-2021/ https://kinsta.com/blog/facebook-statistics/ https://blog.hootsuite.com/facebook-statistics/ https://sproutsocial.com/insights/facebook-stats-for-marketers/ https://blog.hubspot.com/blog/tabid/6307/bid/6128/the-ultimate-list-100-facebook-statistics-infographics.aspx
Facebook Targeting
AD CAMPAIGN Step 1 We use a video to drive initial awareness and catch eyeballs.
AD CAMPAIGN Step 2 We use a single-page microsite to hold all info. Simple, mobile-friendly, exciting.
AD CAMPAIGN Step 3 We haunt them until they buy tickets 😈
Boosting $15 Gets You: 7000+ sets of eyeballs ● ● 1700+ watched more than 15 seconds Instagram too! ●
Features ● Stories Hashtags - de-emphasized ● Posts - live, video, photo, text ● ○ Video posts on Facebook get 59 % more engagement Messenger ● Multiple post reactions ● ● Pages vs. groups ○ Top Fans https://buffer.com/resources/facebook-marketing-2019
Instagram and the F ear O f M issing O ut
70%+ Of Instagram users are under 35 https://blog.hootsuite.com/instagram-demographics/
112.5 million US Instagram users predicted for 2020 https://blog.hootsuite.com/instagram-statistics/
https://www.statista.com/statistics/246199/share-of-us-internet-users-who-use-instagram-by-age-group/
Features Stories ● Hashtags - emphasized ● ● Posts - video, image. ● Messages No links in posts ● Uses FB’s ads ●
Twitter https://www.statista.com/statistics/265647/share-of-us-internet-users-who-use-twitter-by-age-group/
22% Of US adults use Twitter https://blog.hootsuite.com/twitter-statistics/
80% Of US tweets come from 10% of users https://blog.hootsuite.com/twitter-statistics/
Features ● Text, image, video ● Invented hashtags Advertising options… meh ●
https://www.statista.com/statistics/296227/us-youtube-reach-age-gender/
80% Of all internet traffic will be video by 2021
78% Of US men use YouTube https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-face book-is-mostly-unchanged-since-2018/ft_19-04-10_socialmedia2019_useofdifferent/
https://www.thinkwithgoogle.com/consumer-insights/video-trends-where-audience-watching/
YouTube Ad Targeting ● Affinity - interest/habit based: “Leintz likes golf fails” In-Market - people whose behavior ● indicates they are shopping for certain categories: “Shane is watching car reviews” Custom Audience - build-your-own ● affinity/in-market segment ● Life Events
YouTube Ad Targeting Non-behavioral targeting: Topics - Videos related to X topic: ● videos about cats in bowties Placements - Specify channels & ● videos Demographics - Gender, age, ● parental status, household income %, home ownership, education levels, marital status Exclusions: can exclude topics, ● placements.
SnapChat https://www.statista.com/statistics/814300/snapchat-users-in-the-united-states-by-age/
SnapChat Bitmoji ● Stories ● ● Messages Group chat ● Magazine-style features ● Frames/filters ● ● Interactive games Copied quickly ●
Custom Filters /Frames Geofenced areas ● ● Set dates Custom ● filter/frame options
TikTok https://www.marketingcharts.com/digital/social-media-108342
Google My Business
business.google.com 1. Search to find your listing 2. Claim it via email or phone call 3. Correct your information 4. Upload photos and video 5. Assign ownership 6. Check regularly and when alerted 7. Respond to reviews and questions 8. Take advantage of new features like Posting
The Dirty Truth: Reviews Are A Cumulative Test Goofus’ Track Gallant’s Track 4 years pass... Goofus’ Track Gallant’s Track
WISSOTA + DAYTA Results
July 2019 - September 2019 July 2018 - September 2018 % Change Total Reach 599,788 72,813 724% increase Total Impressions 2,658,580 311,798 753% increase Total Page Likes 14,095 12,331 14% increase New Page Likes 1,284 465 176% increase Total Engagement 163,551 24,872 558% increase We reached more people during these three months than all of 2018 combined.
● 113,759 impressions received 645 clicks ● $1.95 cost per click ● ● 14,102 video views YOUTUBE RESULTS
Lessons learned: If no one’s standing there… there’s a reason. ● Social was great for real-time announcements ● Twitter… eh. ● ● SnapChat and TikTok are emerging platforms to keep an eye on. Facebook, YouTube, and Instagram are must-haves. ● Camera stabilizers are awesome. ●
THE DAYTA MODEL CREATIVE : CAMPAIGNS: Website Analytics & development reporting Print design Google Ads Partner Branding & logos Social Media Animation Media Placement Videography Programmatic Photography Advertising App development Reputation Interactive media Management Listings Management Subscribe to what you need. Search Engine Consult on the rest. Optimization
“The moment we had schedule or weather updates, it was updated across social. The whole event was captured in a way that drove people to want to be there. We couldn’t have done it without DAYTA.” - Carson Gramm
Q & A DAYTAmarketing.com
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