Social Media Advertising Objectives & Audiences. Adam Bianco - CMO of Tide Spin

Transcription

1 Social Media Advertising Objectives & Audiences Adam Bianco - CMO of Tide Spin

2 what we re talking about today Introduction Why Ads are necessary? 5 Tactics to Optimize Your Strategy Getting the lay of the land Wrap-Up & Questions 02

3 Adam Bianco - CMO of Tide Spin Hi there! Adam is the Chief Marketing Officer for Tide Spin, the new app-based laundry and dry cleaning delivery service from Tide and P&G. During his previous professional stops - hospitality industry innovators, the G.R.E.A.T. Grille Group and Levy Restaurants, he collaborated with some of the world s top brands, Harley Davidson, Disney, American Girl, Chicago Cubs, NFL teams, and Hall of Fame athletes. Last year he ran his own successful digital marketing consulting company before joining over only 1 year old & over 22k /adambianco 03

4 LAUNDRY & DRY CLEANING DELIVERED Where We Serve What We Clean Wash & Fold Dry Cleaning Household & More 04

5 THE ON-DEMAND LAUNDRY SERVICE use code ADAM for $25 off first order 05

6 Social Media, The Business 06

7 Social Media, The Business Founded in 2004, by this guy 07

8 Social Media, The Business Oops, wrong guy Valued at 330 billion! 08

9 Social Media, The Business What he s really like... 09

10 Less than 2% of your Likes will see your posts 010

11 Social Media, The Business 011

12 Social Media, The Business Because your boss turns into this

13 013

14 Social Media, The Business And you want to keep your job 014

15 SOCIAL MEDIA ADVERTISING CONTINUES TO INCREASE $16B $31B

16 Less than 2% of your Likes will see your posts 016

17 017

18 Social Media, The Business New While you were away keeps expanding 018

19 Social Media, The Business Out of order pictures 019

20 Social Media, The Business 020

21 Social Media, The Business it s all about the benjamins 021

22 Social Media, The Business fewer people are seeing your content 022

23 Social Media, The Business ads and analytics are powerful and can be effective with a minimal budget 023

24 Ads Objectives 024

25 Ad Objectives: key elements Objective Audience Creative 025

26 Ad Objectives: key elements Objective 026

27 Objectives: lay of the land 027

28 Objectives: lay of the land 028

29 Objectives: likes haven t gone away 029

30 video views likes different objectives at different times website clicks app installs retargeting dormant & active users organic posts

31 Strategy: objective 031

32 Strategy: key elements Audience 032

33 Ads Network: audiences the types of audiences Custom Audience Look-a-Like Audience Saved Audience 033

34 Ads Network: audiences custom audience great for remarketing, app engagement, lists 034

35 Ads Network: audiences look-a-like audience great for expanding your audience base can target website traffic, app users, & more 035

36 Ads Network: audiences saved audience great for targeting anyone and everyone! 036

37 Tactic #1: Always, Always, Always Look at Conversion 037

38 Tactic #1: always look at conversion 038

39 Tactic #1: always look at conversion Install Cost is great but it s not the whole story 039

40 Tactic #1: always look at conversion You must look at the total Acquisition Cost CONVERSION % 040

41 Tactic #1: always look at conversion...or take it one step further CONVERSION % of LTV 041

42 Tactic #1: always look at conversion It s a multiple step process Installs Registration % Order LTV 042

43 Tactic #1: always look at conversion It s a multiple step process Installs Registration % Order LTV Android: 100% ios: 100% Android: 40% ios: 65% Android: 9% ios: 18% Android: 3% ios: 6% 043

44 Tactic #1: always look at conversion let s run the numbers Android: $13.25 per install ios: $18.87 per install Order % Android: 9% CAC Android: $147 ios: $105 ios: 18% 044

45 Tactic #1: always look at conversion let s run the numbers Android: $13.25 per install ios: $18.87 per install LTV % Android: 3% Android: $441 ios: $314 ios: 6% 045

46 Tactic #1: always look at conversion It s a multiple step process Installs Registration % Order LTV Android: 100% ios: 100% Android: 40% ios: 65% Android: 9% ios: 18% Android: 3% ios: 6% 046

47 Tactic #1: always look at conversion Starts to put these numbers into perspective 047

48 Tactic #2: Leverage Google s & Facebook s Audience Insights 048

49 Tactic #1: leverage Google & FB audiences 049

50 Tactic #1: leverage Google & FB audiences 050

51 Strategy: Audiences 051

52 Strategy: Audiences 052

53 Tactic #1: leverage Google & FB audiences 053

54 Tactic #1: leverage Google & FB audiences 054

55 Tactic #1: leverage Google & FB audiences 055

56 ROI: website traffic You may find that your typical demographic audience is much different 056

57 ROI: website traffic But there are plenty of other types of audiences 057

58 ROI: website traffic But there are plenty of other types of audiences 058

59 ROI: website traffic 059

60 Tactic #3: Do More with Retargeting (specific s & combos) 060

61 Tactic #3: do more with retargeting website retargeting Facebook allows you to do more and more with website retargeting 061

62 Tactic #3: do more with retargeting general retargeting retarget a particular product highlight other features about your business dormant users 062

63 Tactic #3: do more with retargeting Custom Combination Ideas 1. Abandoned Carts: people who visit their cart but don t go to confirmation 2. Landing Pages: users who visit a landing but don t convert 3. Service: haven t used it in a while, target dormant users of a particular product 4. Time Spent: does time spent = high value user? Target those users 063

64 Tactic #3: do more with retargeting app retargeting Facebook allows you to do more and more with app retargeting 064

65 Tactic #3: do more with retargeting App Retargeting Ideas 1. Target your most active users with current campaigns and promos 2. Increase conversion rate of people who have Installed but not have completed registration 3. Dormant Users: leverage FB ads to reach those who may have turned off other channels 065

66 Tactic #3: do more with retargeting 4X remarketing audiences higher conversions can generate 066

67 Tactic #4: Use Engagement Audiences 067

68 Tactic #4: Engagement Audiences engagement audiences by combining objectives you can leverage engagement audiences 068

69 Engagement Audiences video views 1. video views to build awareness (low cost, high reach) 2. drive people to the website or landing to acquire information (likely offer a lead magnet like a white paper) website clicks

70 Tactic #4: Engagement Audiences interaction target those who interacted with your in anyway 070

71 Engagement Audiences create an audience from any campaign whether it s organic, video, paid ad, etc. target those to convert to another objective - like, app install, etc. organic post like app install

72 Tactic #4: Engagement Audiences lead forms target those who interacted with the form 072

73 Engagement Audiences 1. start with a lead gen campaign to gauge interest lead gen 2. if those people don t convert on FB, perhaps share a great white paper, video, or article with them to convince them video / article lead gen

74 Tactic #5: Listen to Your Audience 074

75 Tactic #5: listen to your audience use the tools facebook gives you all the tools and insights to see which audience is performing higher than others 075

76 Tactic #5: listen to your audience two way street export data to find insights to refine your ad spend i.e. age demos 076

77 Tactic #5: listen to your audience two way street export data to find insights to refine your ad spend i.e. time of day 077

78 Tactic #5: listen to your audience two way street export data to find insights to refine your ad spend i.e. placement 078

79 KEY TAKEAWAYS Build a Social Media strategy and plan that ties back into your business goals Make a budget for social media advertising Leverage retargeting and engagement audiences to drive higher conversions Use the audience date to further optimize your campaigns A/B test and analyze results Always, always, always look at the full conversion for total CAC 079

80 ON-DEMAND LAUNDRY SERVICE use code ADAM for $25 off first order 080

81 Any questions? me /adambianco 081