Social Media Marketing: 10 optimization tactics that Scholastic - - PowerPoint PPT Presentation

Gabriela Acatrinei Daniel Burstein Digital Marketing Manager Director of Editorial Content Scholastic Inc. MECLABS

Social Media Marketing:

10 optimization tactics that Scholastic used to grow fans 350%

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Gabriela Acatrinei

Digital Marketing Manager Scholastic @GAcatrinei

Daniel Burstein

Director of Editorial Content MECLABS @DanielBurstein

Speaker Moderator

Set The Ground for Success Set Internal Benchmarks 1 2 3 4 7 5 6 9 8 Combat Ad Fatigue Social Reach Matters Refine Targeting Multivariate Testing

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Engagement-based Optimization What You Don’t Know CAN Hurt Your Ad Destination Is Key: Landing Pages Leverage Events with Huge Social Buzz

• 1. Set The Ground for Success

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• Is your brand socially fit?
• Can your brand tell stories?
• Where in the social ecosystem is your audience?
• How does your audience behave in social environments?

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Scholastic’s Unique Opportunity in Social

“Great brands are no longer the ones that are the best storytellers but the ones with the best stories being told about them.”

• David Verklin, CEO, Carat
• High-Equity brand that inspires passion and taps into nostalgia
• Product category — reading and education — offers meaningful

topics that people are already discussing in social

• Engaging, meaningful content: articles, books, videos, research
• Scholastic excels at storytelling — we can transform that strength

into inspiration for social conversations and reach new customers

• 2. Social Reach Matters

Social Reach Matters

• Keep your audience within

Facebook

• Ads with social reach have 55%

higher recall than non-social ads*

• Focus on virality
• Friends of fans
• Sponsored Stories and

Story ads

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Scholastic Parents Page Scholastic Parents Friends of fans Facebook population 102,056 Likes 29.2 MM friends Average Fan of Scholastic Parents Page has 285 friends on Facebook

*Nielsen Online Brand Effect, 2011

• 3. Leverage Events with

Huge Social Buzz

Objective:

• Generate awareness that The Hunger Games is a book series and not

just a movie

• Increase fan base

Solution:

• Multi-phase approach with separate CTAs:
• Awareness and sales of newly released tie-in books
• Awareness and sales of The World of The Hunger Games book
• Get people introduced to book #2, Catching Fire
• Sponsored Ads, Story Ads

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Case study: The Hunger Games, March 2012

• 4. What You Don’t Know

CAN Hurt Your Ad

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Research Tools Scholastic Book Data Social Listening Web Analytics Previous campaigns Book Sites/Retailers Google

Social listening tools help identify:

• Media properties where people talk about your brand
• Hot topics around your brand
• Similar brands your audience is interested in
• Language your audience uses (to help keep conversation real)

• 5. Set Internal Benchmarks

Watch the Facebook Quicksand

Benchmark KPIs by audience and by brand:

• CTR
• CPC
• CPF
• eCPM
• Frequency
• Budget/ad/day
• Custom KPIs

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Facebook Q1, 2012*:

8% decrease in CTR

32% increase in CPC 37% increase in CPF

TBG Digital, “Global Facebook Advertising Report Q1 2012″

• 6. Multivariate Testing

“Never stop testing, and your advertising will never stop improving.”

David Ogilvy

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1 8 5 4 2 7 3 6

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What to Test

• 7. Destination Is Key:

Landing Pages

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• Awareness, engagement, traffic referrals:
• Keep people within Facebook; link to the page
• Engagement with game/app:
• Keep people within Facebook, but link to a landing tab or to

an app

• Direct marketing:
• Send people to a dedicated landing page outside Facebook

What Is Your Goal?

• 8. Refine Targeting

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Case Study: Building A Teen Page from Zero

• Refine targeting
• Don’t be afraid to go too granular
• Monitor Facebook Insights for demographic data on your new audience
• Taylor language to each audience

• 9. Combat Ad Fatigue

• Monitor daily
• Find the optimal ad frequency for each audience
• Optimize the ads often so they reach new people each day

Life of A Facebook Ad

• 10. Engagement-based

Optimization

Engagement-Based Optimization

• Facebook Ads API
• Optimization platforms
• Ongoing Facebook Ad Manager changes

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Keys to Success

• Adapt – Social Media changes quickly, if you don’t move with it,

you will miss out

• Be digitally fit – Stay current on trends & technologies
• Measure - If you can’t measure it, it didn’t happen – focus on just

the metrics that tell a story

• Listen - Social Media is about communication, so listen to your

audience

• Engage - First create relationships and then sell