pay to play: using social media ads to reach goals #somet14us

PAY TO PLAY: USING SOCIAL

MEDIA ADS TO REACH GOALS#SoMeT14US – Nashville, TN

FSC Interactive

Online and Interactive Marketing Agency located in New Orleans, La.

Specializes in Social Media Strategy, Paid Search Campaigns, and SEO

Specializes in a number of diverse industries, including Hospitality and Tourism

Clients include New Orleans Tourism Marketing Corporation, New Orleans CVB, and Zatarain’s

Kate Stroh

• Empowerment and Web Projects Manager at FSC Interactive

• North Dakota girl trying to conquer the South one day at a time

• Attended the University of North Dakota

• Loves: Traveling (especially to the beach, any beach), daydreaming about Pinterest meals and crafts, running, and playing soccer

The Four C’s of Social Media

Content Consistency

Customization Community

• Content is king

• Provide value

• Be authentic

• Don’t contribute to noise

• Consistency is better than rare moments of greatness

• Do not start and stop

• Posting/engaging should occur daily

• Customization is necessary

• Set yourself apart

• Community is success

• Identify your audience

• Build your community

… but what if no one is seeing it?

Content is king

Organic Reach Stats

Only 33% of Americans have followed a brand on social media

Facebook: Fan reach has dropped to 6.51% per post

Twitter: Organically reach 30% of your Followers in a given week

Pinterest: The average number of Repins is only 10

Content Lifecycle

We believe in making our content work overtime. We work overtime to give it our all, so why should we expect any less? The following outlines FSC Interactive’sapproach to the content lifecycle:

Start with an authentic glimpse of something unique to New Orleans that FSC team members catch while out on the street creating content.

Publish that photo on FSC partners’ websites to generate fresh, relevant content, excellent links, and boosted SEO.

Seek conversations and opportunities to share and interact with existing or potential community members to provide information and serve as a resource for New Orleans Tourism.

Post to Facebook or other social channels as relevant to the persona to encourage engagement.

Post to Pinterest, linking back to a website in order to drive traffic to the site, increase inbound links, and encourage sharing.

Provide the photo to our paid and earned media partners (360i and Search Influence) to spread the content to additional outlets.

Goals

• I want an average cost per click of $1.25.

• I want to increase visitation to my website by 7%.

• I want an average click-through rate of 1.25%.

Who is your audience?

Age, gender, location

How do they talk to you?

How do they talk to each other?

Where are they spending time?

What (and who) are your resources?

In-house vs. outsourced

Team size

Available time

Accountability

Facebook

Facebook Ad Strategy

Visit New Orleans (New Orleans Tourism Marketing Corp):

Follow Your Joy Holiday Marketing Campaign

Goal: Support and complement the traditional media buy in key drive markets as well as fly markets

Facebook - Types of Ads

Clicks to Website Website Conversions

Page Post Engagement

Page Likes Video Views

App Engagement Local Awareness Event Responses Offer Claims App Installs

Location Age Gender More Demographics

Interests

13-65+

Behaviors Connections Custom Audiences

Facebook – Targeting Options

Facebook – Targeting Options

Travel

All Frequent Travelers

Business Travelers

Family Vacations LeisureTravelers

Personal Travelers(INTL)

Personal Travelers

(US)

Planning to TravelIntender (Any Destination)

Follow Your Joy – Ad Samples

Twitter Ad Strategy

New Orleans Convention & Visitors Bureau:

Meeting Professionals Twitter Campaign

Goal: Build a larger Twitter community focused on meeting planners

Twitter - Types of Ads

Followers Website Clicks or Conversion

Tweet Engagements

App Installs or Engagements

CustomLeads on Twitter

Twitter – Targeting Options

Language Television Lookalikes Interests Keywords

Search Handles Location Mobile Gender

Followers Tailored

@

Meeting Planner Tweets –

Ad Samples

$256,609impressions

1,809interactions

.71%average

engagement rate

$1.05average cost

• Now in beta

• Only available to select users

• Social Media Search Engine

• Paid ad

• Cost per click (CPC)

• Optimize

• Rules

Promoted Pin Targeting Options

LanguageCategories LocationKeywords Device Gender

GoNOLA Pinterest Organic Pin Traffic

Can you imagine what would happen if we put a little money behind those Pins?

Jan 2014through

Oct 2014

8,455visitors

5,401daily impressions

179,460monthly viewers

GoNOLA Promoted Pin Example

Targeting:

Keywords > Mardi Gras, Super Krewe, New Orleans

Categories > Holidays and Events, Travel

Location > Drive and fly markets (i.e. Louisiana, Texas, Mississippi, Florida, Georgia)

Language > not specified

Device > not specified

Gender > Men and Women

Social Media Strategy

Create good contentOptimize for

organic distribution

Boost through targeted, paid ads

with clear goals and proper targeting

Questions?

E-mail:info@fscinteractive.com

Facebook: www.facebook.com/fscinteractive

Twitter: www.twitter.com/fscinteractive

Get More Slides:http://www.slideshare.net/fscnola