Online and Social Media AdvertisingPositioning

Today's Seminar

1. Why use online advertising?2. Why use social media?3. Intro to social media networks4. Classic Advertising5. Online Advertising6. How to advertise online effectively7. How to create a Google Ad8. How to create a Facebook Ad9. Best practice examples10. Where to go from here

During the Seminar...

Take notes but don't just copy slides, we'll give you those after.

Ask questions. Interrupt if you need to. We can learn from each other.

Initial questions?

So...Why advertise online or on social media?

So...

Why use Social Media?

So...

Why use Social Media?

So...

Why use Social Media?

34% of Canadian businesses have won new business through social media networks (the global average was 40%)

28% of Canadian businesses have set aside a dedicated marketing budget to social media

60% of medium-sized Canadian companies and 34% of small companies won new customers through social media

So...

Why use Social Media?

53% of respondents stated that “keeping in touch with business contacts” was the primary reason they use Social Media

51% said that they used it to organize, connect to and manage customer groups

94% say that brand building is currently the primary purpose for business social media usage

Canadians are using Social Media

• 83% of Canadian Internet users have an account on Facebook

• 22% of Canadians over 60 use social networks

• 73% of Canadians under 30 use social networks

Consider...

Should YOU be on Social Networks?

In London alone, on Facebook, there are:

343,680 people

* who live within 10 miles of London, ON * age 18 and older

Can you accurately calculate how many people see your current marketing and ads?

The biggest social networks...

The biggest social networks...

The largest social network in the world at 700 million users.

Brand Pages

Custom Pages

Targeted Advertising

Why?

1. Hosted Photos/Content2. Contests3. Direct Ads4. Stationary, more website-like5. Gives people a place to link back to6. Lets people 'share' what they do

The biggest social networks...

Instant, real time messages that can be seen by anyone

who “follows” you.

140 Character Limit.

130 Million Users.

.

.

The biggest social networks...

Why?

1. Direct conversations2. Allows you to search out new clients3. Real-time = spending time4. Allows you to 'watch' competitors and market.

The biggest social networks...

LinkedIn

Why?

1. Corporate presence2. In-depth discussions in Groups3. Advertising for B2B

The biggest social networks...

Everything Else(Foursquare, Gowalla, Places, Quora)

Why?

1. Online and Local Presence2. Marketing Dispersion3. Brand Awareness

The biggest social networks...

The difference:Classic Advertising

The difference:Classic Advertising

Classical Types of Advertising

RadioTVPrint (newspaper, magazine, flyer)Bus/TransitBillboards

The difference:Classic Advertising

Reasons to use Classical Advertising

Gives something tangible (physical)Can be locally targetedHits a broad audience in one swoop

The difference:Classic Advertising

Reasons NOT to use Classical Advertising

Print ads can be ignored/trashed (environmentally unfriendly)Need to advertise from multiple locationsif you want to hit multiple areasYour target market isn't every pair of eyes

The difference:Classic Advertising

YellowPages:

Only 24% of respondents said “Yes” to the question, “Are yellow page phone books still relevant?”

The difference:Classic Advertising

YellowPages:

Only about 10% of business owners use yellow page phone books more than once per month.

The difference:Classic Advertising

YellowPages:

90% of business owners believe that less then 25% of their costumers find them through the yellow pages.

The difference:Classic Advertising

YellowPages:

Only 11% plan to use it in the future

The difference:Classic Advertising

Google:

One in every five searches on Google has a local intent.

How do YOU find new products or

companies?

58 percent of people do online research before purchasing a particular product

The difference:Online Advertising

The difference:Online Advertising

Online Advertising Vehicles:

Facebook AdsGoogle AdsFoursquare Specials

The difference:Online Advertising

Benefits:

Custom targetingTrackable (views, clicks)Cost effectiveInstant feedbackInstant changes

The difference:Online Advertising

Custom Targeting

Facebook: by age, gender, location, likes

Google: by search terms

Foursquare: by location

The difference:Online Advertising

Tracking

Ability to see sources-Which ad platform works the best

See how people go through the site

The difference:Online Advertising

The difference:Online Advertising

Cost Effective

Only pay per click1,000,000 impressions --> 34 clicks=paying for 34 clicks

Set a daily budget

The difference:Online Advertising

Instant Feedback/Changes

No waiting for publishing times

No year-long ads

How do...Online Ads Work Effectively

How do...Online Ads Work Effectively

Google

How do...Online Ads Work Effectively

Google

How do...Online Ads Work Effectively

Facebook

How do...Online Ads Work Effectively

FourSquare

How do...Online Ads Work Effectively

Ad Text

Use emotional words:'help, cause, life, money, family''new, important, you, love'

Use action words:'click here, time, now, get, free'

How do...Online Ads Work Effectively

Images

Use images that are easy to recognize

Use images that trigger an emotion

Use images with people

How do...Online Ads Work Effectively

Click vs No Click

Less tracking, better for budget

Branding is key

How to...Create a Google Ad

How to...Create a Google Ad

Key Points:

Website: google.com/adwords

Sign in with gmail or create account

Click “Reporting and Tools” then “Keyword Tool” to find relevant keywords.

Click “Campaigns, then below the blank graph “+ New Campaign” to start an ad.

Note: Reports are the button with a downward arrow and 1/2 box.

Group Task:

Create a Google Ad for your company.

Details:25 characters for the title35 characters for the ad text x 2 lines

Bonus: List 10 key search terms to use

How to...Create a Facebook Ad

How to...Create a Facebook Ad

Key Points

Website: facebook.com/ads

Sign in, then 'Create Ad'(or if ads are created, click 'manage existing ads')

Be sure to uncheck 'Run Ad Continuously' to set dates.

To see current clicks/impressions, go to 'manage existing ads' then click on the campaign title.

How...Companies are using ads

How...

Companies are using ads

Martell Home Builders

Home builder from Moncton, NB (pop. 60,000)

How...

Companies are using ads

Local Companies

Google Search: 'London Ontario Real Estate'

Facebook

Where...To go from here

Where...

To go from here

Research

Search your industry's keywords on Google (make a list of common words)

Load a Facebook page and refresh multiple times

Where...

To go from here

Avoid False Promises

Where...

To go from here

External vs Internal Management

Professional research and knowledge of key words and demographics

Cost effective at start up

Ability to alter ads based on analytics

Where...

To go from here

Budgeting

Compare to other marketing streams: billboards, newspaper.

What is a visit to your website worth to you?

Daily budgets can be changed at any time.

Where...

To go from here

Create an Ad!Ads are free to make.Cost only comes per click.Create multiple ads to see what works.