Social Media Marketing: 10 optimization tactics that Scholastic - PowerPoint PPT Presentation

Social Media Marketing: 10 optimization tactics that Scholastic used to grow fans 350% Gabriela Acatrinei Daniel Burstein Digital Marketing Manager Director of Editorial Content Scholastic Inc. MECLABS

Speaker Gabriela Acatrinei Digital Marketing Manager Scholastic @GAcatrinei Moderator Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein 2

Set The Ground for Success 1 Social Reach Matters 2 Leverage Events with Huge Social Buzz 3 What You Don’t Know CAN Hurt Your Ad 4 Set Internal Benchmarks 5 Multivariate Testing 6 Destination Is Key: Landing Pages 7 Refine Targeting 8 Combat Ad Fatigue 9 Engagement-based Optimization 10

1. Set The Ground for Success

• Is your brand socially fit? • Can your brand tell stories? • Where in the social ecosystem is your audience? • How does your audience behave in social environments? 5

Scholastic’s Unique Opportunity in Social • High-Equity brand that inspires passion and taps into nostalgia • Product category — reading and education — offers meaningful topics that people are already discussing in social • Engaging, meaningful content : articles, books, videos, research • Scholastic excels at storytelling — we can transform that strength into inspiration for social conversations and reach new customers “ Great brands are no longer the ones that are the best storytellers but the ones with the best stories being told about them .” - David Verklin, CEO, Carat 6

2. Social Reach Matters

Social Reach Matters • Keep your audience within Facebook Facebook population • Ads with social reach have 55% higher recall than non-social ads * Scholastic Parents • Focus on virality Friends of fans 29.2 MM friends • Friends of fans Scholastic Parents Page • Sponsored Stories and 102,056 Likes Story ads Average Fan of Scholastic Parents Page has 285 friends on Facebook *Nielsen Online Brand Effect, 2011 8

3. Leverage Events with Huge Social Buzz

Case study: The Hunger Games , March 2012 Objective: • Generate awareness that The Hunger Games is a book series and not just a movie • Increase fan base Solution: • Multi-phase approach with separate CTAs: • Awareness and sales of newly released tie-in books • Awareness and sales of The World of The Hunger Games book • Get people introduced to book #2, Catching Fire • Sponsored Ads, Story Ads 10

4. What You Don’t Know CAN Hurt Your Ad

Research Tools Web Social Scholastic Previous Book Google campaigns Sites/Retailers Book Data Analytics Listening Social listening tools help identify: • Media properties where people talk about your brand • Hot topics around your brand • Similar brands your audience is interested in • Language your audience uses (to help keep conversation real) 12

5. Set Internal Benchmarks

Watch the Facebook Quicksand Benchmark KPIs by audience Facebook Q1, 2012*: and by brand: 8% decrease in CTR • 32% increase in CPC CTR • 37% increase in CPF CPC • CPF • eCPM • Frequency • Budget/ad/day • Custom KPIs TBG Digital, “Global Facebook Advertising Report Q1 2012″ 14

6. Multivariate Testing

“ Never stop testing, and your advertising will never stop improving .” David Ogilvy 3 5 1 2 4 6 7 8 16

What to Test 17

7. Destination Is Key: Landing Pages

What Is Your Goal? • Awareness, engagement, traffic referrals: • Keep people within Facebook; link to the page • Engagement with game/app: • Keep people within Facebook, but link to a landing tab or to an app • Direct marketing: • Send people to a dedicated landing page outside Facebook 19

8. Refine Targeting

Case Study: Building A Teen Page from Zero • Refine targeting • Don’t be afraid to go too granular • Monitor Facebook Insights for demographic data on your new audience • Taylor language to each audience 21

9. Combat Ad Fatigue

Life of A Facebook Ad • Monitor daily • Find the optimal ad frequency for each audience • Optimize the ads often so they reach new people each day

10. Engagement-based Optimization

Engagement-Based Optimization • Facebook Ads API • Optimization platforms • Ongoing Facebook Ad Manager changes 25

Keys to Success • Adapt – Social Media changes quickly, if you don’t move with it, you will miss out • Be digitally fit – Stay current on trends & technologies • Measure - If you can’t measure it, it didn’t happen – focus on just the metrics that tell a story • Listen - Social Media is about communication, so listen to your audience • Engage - First create relationships and then sell 26