how to make money from paid social
DESCRIPTION
James Mortimer discusses how brands can make money from paid social campaignsTRANSCRIPT
![Page 1: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/1.jpg)
How to make money from paid social James Mortimer
15.07.2014
![Page 2: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/2.jpg)
#ixdisplay
Who I am and what I do Introduction
• Paid Social Analyst @ iCrossing
• Here to help grow paid social offering
• Based in Brighton
• Work with media & content teams
![Page 3: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/3.jpg)
#ixdisplay
• Fundamentals to client / agency relationship
• Some good social campaigns
• How to keep your accountants happy
• They buying cycle and paid social
What I’m going to coverToday
![Page 4: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/4.jpg)
#ixdisplay
![Page 5: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/5.jpg)
#ixdisplay
(Compared to search)Advertising on social media is fairly new
Facebook ads started in 2007 (same as iPhone)
Twitter ads started 2011
![Page 6: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/6.jpg)
#ixdisplay
![Page 7: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/7.jpg)
#ixdisplay
Or both?Branding or ROI?
![Page 8: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/8.jpg)
#ixdisplay
![Page 9: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/9.jpg)
#ixdisplay
276 RTs
160,000 visits to blog post explaining the stunt
Lots of press coverage
![Page 10: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/10.jpg)
#ixdisplay
![Page 11: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/11.jpg)
#ixdisplay
Most RT’d tweet of all time$1 billion (according to agency)
![Page 12: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/12.jpg)
#ixdisplay
But what will your accountant think?These are all great PR
![Page 13: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/13.jpg)
#ixdisplay
1. Think beyond the like – look at bottom line
2. Channels and goals aligned
3. Targeting specific to content and goals
4. Good understanding of the buying cycle
![Page 14: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/14.jpg)
#ixdisplay
The buying cycle
![Page 15: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/15.jpg)
#ixdisplay
• Paid social is really good at this
• Important to look at whole picture
• Last click is a bad idea
Awareness The buying cycle through social
![Page 16: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/16.jpg)
#ixdisplay
• Go on Amazon and look at the ads on your Facebook
• Targeting existing customers for up sell is good
• Compare conversion from existing customers to new ones – social adds value here
Remarketing through paid social works really wellRetention
![Page 17: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/17.jpg)
#ixdisplay
• Search is good because you spend X you get Y
• Harder with display
• Social is probably the hardest
• Can work though
• Paid Facebook ads for reed.co.uk work nearly as well as search ads
• Important to understand attribution process
Facebook is good at this Direct response
![Page 18: How to make money from paid social](https://reader037.vdocument.in/reader037/viewer/2022110118/554ce14db4c905d6488b53ea/html5/thumbnails/18.jpg)
#ixdisplay
• Paid social will make you money
• It’s more than a PR and branding channel
• Branding and engagement is good and paid makes this happen (but needs to be aligned with goals)
• Tailor everything (goals, content and targeting)
• Experiment!
Paid social can make you money – need to be clever Summary