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(c) Liz H Kelly August 2014, UCLA Extension
New Media MarketingWeek 8: Social Media Advertising & Strategy
Tuesday, August 12, 14
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Videos
Week 8 Topics
© 2014, Liz H Kelly (Proprietary and Con:idential)
Search Engine Marketing
Traditional vs Social Media Marketing
Facebook & Twitter Ads
Strategy
Case Studies
Guest Speaker
Wrap-up
People who like a brand on Facebook, follow a brand on Twitter or subscribe to a brand’s email newsletter, are more likely to buy and recommend.
Tuesday, August 12, 14
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What is SEM?
© 2014, Liz H Kelly (Proprietary and Con:idential)
Advertising websites thru search engines like Google or Yahoo!
Increase traffic and conversion rates thru traffic increases
Organic SEO with keywords
PPC or Pay Per Click Advertising, bill amount willing to pay per click
Tuesday, August 12, 14
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Traditional vs Social MktgTraditional Marketing - TV, Radio, Direct Mail, Yellow Pages
Social Media Marketing - Social Networks, Mobile Apps, Blogs
Word of Mouth Marketing has become Instant Marketing!
Traditional Marketing is a 1-way conversation like a podium!
Social Media is a 2-way conversation & you can listen!
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14
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Facebook AdvertisingHow to run Facebook Ads on a Budget
How to make your Ads pay - Facebook Conversion
How to Advertise on Facebook
Native Ads blend in and are the most effective way to advertise
Determine your Facebook Marketing Funnel
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14
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Drive Strategy for every Step in the Facebook Funnel
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14
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Advertising ROI
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14
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Facebook Case Study
© 2014, Liz H Kelly (Proprietary and Con:idential)
Oreo’s Daily Twist
To celebrate their 100th birthday, they had 100 Facebook posts that turned into a trending story with “visual treats”
Results
231 million impressions from 2600 articles
Increased Facebook fans by 1 million
Increased Facebook engagement by 195%
Tuesday, August 12, 14
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Twitter Advertising
© 2014, Liz H Kelly (Proprietary and Con:idential)
Promote your page
Added to Who to Follow
Promoted tweets
Spend for new follower or engagement
Promoted on web & mobile
Reach people who haven’t heard of you with similar interests
Tuesday, August 12, 14
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Twitter Case Study
© 2014, Liz H Kelly (Proprietary and Con:idential)
JustFab.com
Asked fans to tweet with unique hashtag #JustFabWish with item from their online store for a chance to win
Ran banner ads on their site
Ran ads on Facebook and Twitter
Results
140% increase in site traffic
240% increase in revenue from Twitter
Tuesday, August 12, 14
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Digital Marketing Focus
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14
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Groupon Case Studies
© 2014, Liz H Kelly (Proprietary and Con:idential)
Increase customers
Drive sales
Great for local businesses
Make it location and occasion specific
Tuesday, August 12, 14
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Assignment 8Week 8 AssignmentPart of managing a social media marketing campaign is determining if it was effective. Discuss a social media marketing campaign that you plan to run for your product, the budget (advertising, employees/hourly cost, creative costs, technical costs, etc) and how you will measure the ROI (Return on Investment) understanding analytics of your online marketing efforts.
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14
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Grading
Below is our grading grid for assignments:
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14
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CEO/Founder Liz H Kelly has built advertising campaigns and recognition programs for Fox Interactive Media/MySpace, Paramount Pictures, and the first Sprint PCS. She is on the Advisory Board for Net Impact LA and Global Girl Media & regularly speaks on panels, ie Digital Hollywood, Social Media Week LA.
About & Contact
Liz H Kelly, Goody PR & Goody Awards* Founder
Google Voice: 310-987-7207
*part of Sunrise Road Media Inc
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 12, 14