Social Media Advertising 101: Promoting A&CE Programs with an - - PowerPoint PPT Presentation

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Social Media Advertising 101: Promoting A&CE Programs with an - - PowerPoint PPT Presentation

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Social Media Advertising 101: Promoting A&CE Programs with an Effective Marketing Campaign Brittany Howlett Communications & Social Marketing Coordinator CESBA December 2, 2016 #CESBA2016 What well look at: What is social

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Social Media Advertising 101:

Promoting A&CE Programs with an Effective Marketing Campaign

Brittany Howlett Communications & Social Marketing Coordinator CESBA December 2, 2016 #CESBA2016

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What we’ll look at:

  • What is social media advertising?
  • Why social media advertising is effective
  • How to create a paid ad campaign on

Facebook and Twitter

  • A Case Study of PSW ads

Today’s takeaways:

  • You’ll understand the value of advertising
  • n social media
  • You’ll know the 5 Best Practices of online

advertising

  • You’ll be able to create your own online

advertising campaigns

#CESBA2016

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What is social media advertising?

Social networking sites such as Facebook and Twitter provide a platform for users to connect, communicate and share news and information. Advertising on social media is form of digital marketing. It is an effective and efficient way to promote goods and services online to your target audience and build awareness.

#CESBA2016

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#CESBA2016

Social Media Quick Facts

Katy Perry has the most Twitter followers (93 million)

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The most retweeted Tweet has 3.33 million Retweets

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Why pay to advertise?

  • Facebook organic reach has declined significantly
  • Builds greater awareness and visibility = more

engagement and sharing

  • More of the right people are seeing you
  • You can target your audience to reach your specific

target market

  • On Facebook, desktop ads have 8.1x higher click-

through rates (CTR) and mobile ads have 9.1x higher CTR than traditional web ads

  • Gain insight about current & potential clients through

data collection

  • Other forms of advertising are $$$ (search ads, radio,

TV, billboards)

  • Big budgets not required - paid ads with $50 or less!

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Organic Reach vs Paid Reach? Huh?

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The Holistic Marketing Approach

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What makes an ad effective?

1) It's visual. 2) It's relevant. 3) It includes an enticing value proposition. 4) It has a clear call-to-action.

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5 Best Practices for Creating Great Ads on Social Media

  • 1. Have an objective
  • 2. Know your audience
  • 3. Test, test, test
  • 4. Analyze metrics
  • 5. Rotate your ads regularly

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Getting Started

What you’ll need:

  • A Facebook Business Page for your school board/adult ed institution, and/or
  • A Twitter account for your school board/adult ed institution

*For Facebook, you will need to be a page Administrator or Editor to make changes to the page and create ads *For Facebook, you’ll need your own individual Facebook account *You do not need your own personal Twitter account to manage a Twitter page

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Set up your Ad Account

www.facebook.com/business/learn/how-to-setup-business-manager www.facebook.com/ads/create https://ads.twitter.com

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Option 1: Boost a post

Boost here! Target and budget here! See results and how much you’ve spent #CESBA2016

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Option 1: Promote an existing tweet

Promote here! Targeting and budget here! #CESBA2016

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For example…

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Option 2: : Use the Ads Manager to pick an

  • bjective

Some options:

  • 1. Send people to your website
  • 2. Advertise an event
  • 3. Get people to view your video
  • 4. Get more followers

Choose your own adventure! #CESBA2016

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Target your audience

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Choose your audience wisely!

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Get specific!

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Set your budget & ad schedule

Add budget Select timeframe Ignore the rest! Add budget #CESBA2016

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How much should I spend?

The answer…

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Choose your images

  • Facebook allows up to 6

images per ad campaign

  • Can show multiple images

in one ad with carousel or slideshow formats

Choose from your own photo library or stock images.

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Get creative with a free online design app!

Canva www.canva.com Stencil www.getstencil.com PicMonkey www.picmonkey.com

  • Use images showing emotions
  • Use contrasting colors to grab attention
  • Feature a funny or unexpected image

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Or try a video

  • Keep as short as possible
  • Make an impact in the first few seconds
  • Grab attention with the thumbnail

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Add your messaging (tip: keep it short!)

Preview your ad while you create it!

Catchy Headline Descriptive Text Call to Action Tweet (140 char.) Catchy Headline #CESBA2016

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Ad Placements on Facebook

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Desktop News Feed Mobile News Feed Right Column

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iOS (Apple) mobile devices Desktop Android mobile devices

Ad Placements on Twitter

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Activity – Get your creative ju juices fl flowing!

Come up with a short 4-8 word headline and 10-15 word description for the ad. BONUS – use a #hashtag! Objective: Get more learners to enroll in your adult night school credit program by sending them to your website for more information. Audience: M/F aged 18-25 who are not currently enrolled in a secondary school program and have not completed their OSSD

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Testing, g, testing!

A/B Testing is a great way to test an ad’s effectiveness. Try testing different ads to see which

  • nes perform better:
  • Different text
  • Different images
  • Using text on image
  • Different target audience

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Don’t forget to optimize your landing page!

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Analyze your results

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IM IMPORTANT: DON’T FORGET TO TRACK CONVERSIONS!

  • Did you meet your
  • bjectives?
  • How are you tracking

goals?

  • How did learners find out

about your program? E.g. Using an intake form to find out how many of your learners were influenced by your ad

Top People see your ad

The Marketing Funnel

Middle People click your ad Bottom People read information on your website Chocolate bit at the bottom A new learner in your program! #CESBA2016

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Case Study: Advertising Personal Support Worker (PSW) Programs on Social Media

  • The goals:
  • Boost program enrollment
  • Spread awareness of programs
  • What we did:
  • PSW Committee came up with key messaging to use in ads
  • Presented workshop on social media advertising at PSW Work Day in May 2016
  • 5 boards ran social media ads (4 Facebook, 1 Twitter)
  • Algonquin Lakeshore CDSB
  • Conseil des écoles publiques de l'Est de l'Ontario (CEPEO)
  • York Region DSB
  • Kawartha Pine Ridge DSB (Community Training & Development Centre, Cobourg)
  • Simcoe County DSB
  • Boards sent in the data from their ads to be analyzed

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Some examples

564 clicks 19,944 impressions $0.35 Cost-per-click (CPC) 636 clicks 41,655 impressions $0.78 CPC 322 clicks 27,015 impressions $0.62 CPC #CESBA2016

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The Data (all campaigns)

  • Total clicks: 1,911
  • Total impressions: 114,344
  • Average CPC: $0.81

Most active age groups

  • 1. 18-24
  • 2. 25-34
  • 3. 35-44

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Engagement from target audience

Interested people!

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Engagement from target audience

Happy customers! Tagging friend

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Were campaigns successful? In their own words…

  • “Yes - based on clicks awareness would have increased.”
  • “Definitely. The traffic to our website increased with 636 clicks on the

link provided in the ad. Our ad made it onto 41 655 news feeds.”

  • “We were getting increased an number of visits to the Facebook page

everyday.”

  • “[Increased] inquiries through our website and voicemail. Targeted

the right audience market for Simcoe County. Increased telephone inquiries, where potential candidates, when asked, heard about our program through the Facebook campaign.”

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…but did it impact enrollment?

  • 1. York Region DSB (Twitter campaign):

Out of 77 paid and registered students in 3 programs:

  • 30% heard through online/social media
  • 39% from past student referral/word of mouth
  • 21% were Ontario Works/Second Careers candidates
  • 2.5% were returning students 2.5% were referred by a community partner
  • 5% other

Historically, over 50% of referrals come from word of mouth. Data supports an increase in website traffic/social media access.

  • 2. CEPEO (Facebook campaign):

Intake data not recorded, however did see new students in the program and planned on surveying students to see how they found out about it.

  • 3. Algonquin Lakeshore CDSB (Facebook campaign):

No firm data yet, but program did see an increase in registrations this year.

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Conclusions

  • More data needed!
  • The only way to prove

effectiveness is to try it

  • Test your ads!
  • Intake information is just as

important

  • Give it a try!

#CESBA2016

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Questions?

#CESBA2016

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Have a question? Need help? Get in touch! bhowlett@cesba.com @CESBAOntario

Please follow us! #CESBA2016

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Tools and Resources

  • Make a fantastic Facebook Ad https://www.facebook.com/business/a/creative-

guide-making-ads-tips

  • Facebook Design Recommendations https://www.facebook.com/business/ads-

guide/clicks-to-website/

  • 63 Stats & Tips to Help You Become a Better Twitter User [Infographic]

http://blog.hubspot.com/marketing/twitter-stats- tips#sm.00001yh3wu4bfmdawucdxmzj1fci

  • How to Create Stunning Facebook Ad Images with Canva

https://adespresso.com/academy/blog/how-to-create-stunning-facebook-ad- images-with-canva/

#CESBA2016

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Sources

  • Paid social media advertising for non-profits – Wired Impact https://wiredimpact.com/blog/paid-social-media-advertising-for-

nonprofits/

  • TOP 10 Social Media Advertising Hacks of ALL TIME - Internet Marketing Software – WordStream

http://www.slideshare.net/WordStream/top-10-social-media-advertising-hacks-of-all-time-58068524/66- Power_of_Social_RemarketingSo_Push

  • How to advertise on Facebook – HootSuite https://blog.hootsuite.com/how-to-advertise-on-facebook/
  • 10 Best Practices for Social Media Advertising – SalesForce https://www.salesforce.com/blog/2013/05/10-best-practices-for-

social-media-advertising.html

  • 10 examples of Facebook ads that actually work and why – HubSpot Blog

http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-examples-of-facebook-ads-that-actually-work-and- why.aspx#sm.00001yh3wu4bfmdawucdxmzj1fci3

  • How to Create Stunning Facebook Ad Images with Canva – Ad Espresso https://adespresso.com/academy/blog/how-to-create-

stunning-facebook-ad-images-with-canva/

  • 5 Tricks to Improve Facebook Ad Images – Ad Espresso https://adespresso.com/academy/blog/5-tricks-improve-facebook-ads-

images/

  • Facebook Earnings Q4 2015 – TechCrunch https://techcrunch.com/2016/01/27/facebook-earnings-q4-2015/#.9g6vfdk:SEVl
  • An Introduction to Advertising On Social Media, Dale Denham www.slideshare.net/therealdaledenham

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