pay to play: using social media ads to reach goals #somet14us
DESCRIPTION
Pay To Play: Using Social Media Ads to Reach Goals was created and presented by FSC Interactive at the 2014 Social Media Tourism Symposium (SoMeT14US) in Nashville, TN. This presentation will provide an overview of Facebook, Twitter, and Pinterest advertising options by showcasing real-life examples from the New Orleans Tourism accounts with goals, metrics, and case studies to support the results. It is a great resource for destination and tourism businesses.TRANSCRIPT
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 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:[email protected]
Facebook: www.facebook.com/fscinteractive
Twitter: www.twitter.com/fscinteractive
Get More Slides:http://www.slideshare.net/fscnola