Moderator: @Sonray – Jason White, Director of SEO @DragonSearch in beautiful NY.
@sonray Let’s kick the tires & light the fires on this #seochat – tactical social ads & how they help achieve #SEO goals.
How many are currently running social media ads and what are your primary goals? If not, why not? Planning to do so?
@sofiarattes I recently planned a social media campaign for my summer internship that is launching now!
@ericlanderseo We do plenty of social advertising @d50media. Most are focused on lead gen opportunities which makes retargeting key.
@nikbernstein92 I am interested in running social media ads for a start up company that I am working for, but need to learn more info.
@trainingceo Not running social ads yet, but plan to. (We just launched and are focused on organic social at the moment).
@strydedotcom We’re running dozens of ads at the moment, for our clients. Goals vary from page likes, to blog traffic, etc.
@jenninemiller Running ads for all clients. Main goals is higher CTR to website for conversions, signups, requests for more info, etc
@kevinwaugh I’m not and not in the future at this time. Mostly I see it as spam in the newsfeed. I’m more content based myself.
@marcusbowlerhat Yup. Goals vary, mostly more page likes, some general exposure. Targeting people who like X can be powerful. Need to think beyond ads – it’s not always to sell something. Approach dependant upon goals.
@kevin_douglasuf Im not using ads but I want my social media pages to blow up beyond just the #uf campus Any ways to maximize views for my vines
@trainingceo One rec – spend the time to engage with others in the Vine community. Also, try to connect with Vine compilers.
@jenninemiller It’s all about the dark posts (promoted only, not on timeline) & exclusion targeting so you avoid spamming. Proud to announce that our typical reach of 20-30k usually results in less than 2 ‘hide posts’! CTR is pretty good but it depends on your bid & budget. Right now seeing higher CTR promoting page link posts (up 100%).
@gobrandify We’ll occasionally promote social ads for our content (chats, whitepapers etc) since our clients are primarily brands.
@erikacanfijn I am not currently running any ads, but I’m not managing any company or community accounts. They can come off as spam though.
@lancemoore22 Using Facebook to retarget people who’ve visited a website.
@KevinWaugh Doesn’t Facebook restrict some brand’s timeline access to paid even if someone “likes” them?
@jenninemiller Organic reach is down @KevinWaugh but a little spend goes a long way when you target existing fans. Sad but true.
@kevinwaugh That is the part that irks me with Facebook, the acquisition costs are sunk but now have no return.
What is/was your greatest hurdle to overcome when setting up social ads? Students: What do you struggle with?
@ericlanderseo Ad approval. Every medium has different requirements on imagery, text, etc. Lots to learn with rejected ads. We learned a lot recently regarding promoted content w/ imagery. i.e., text in the image cannot exceed x%. Perception is that you can pay to promote anything, and that’s far from true. FB tends to be quite strict. (Another learning) tracking attribution on leads generated in social can also be very messy. GA on it’s own won’t work.
@trainingceo But the Multi-Channel Attribution Modeling tool can help (though not perfect)
@ericlanderseo Sure can, but only in certain environments. Something on-site is needed to validate platform numbers.
@trainingceo And a good CRM setup so you can confirm the ROI generated from those leads.
@amirlearner Brand lift gets a bit more difficult, even with tools.
@strydedotcom Getting the audience right. Laser-targeting takes a bit more time, but the ROI is huge.
@sonray The success is within getting the audience just right and slicing/dicing the messaging.
@jenninemiller Power Editor! I feel like I’m relearning it every time but we always figure it out.
@marcusbowlerhat You need a plan and clear goals before going to the adverts – with clarity what you want what you need to do is way clearer.
@helllonina Ad restrictions on Facebook.
@jenninemiller Agreed w/ @helllonina. I swear I’m using only 20% text! Bookmark FB grid tool.
@sofiarattes It’s hard to follow the fine line between spamming your friends and promoting your brand.
@hayley_zagacki I struggle with having enough content and having a limited reach beyond UF to use ads in the first place.
@erikacanfijn I’m only using personal accounts, but I think making sure you are getting your target audience engaged and not seen as spam.
@starkey_ellis Turning friendships into professional relationships without turning brand into spam.
@mahiza_moore Using social media to direct more relevant traffic to your blogs or website
@gobrandify It can be challenging to promote without spamming.
@francesca923 Finding the right medium to reach out to target audiences.
@kevin_douglasuf Deciding when it’s worth it to start paying for ads and when the content you have is good enough to warrant investment.
@lizclancy_ Finding a balance between getting your message out and spamming. Hard to do when you are trying to build an audience from zero
@mahiza_moore My biggest struggle is personalizing with my target audience without sounding robotic or too much like an advertisement.
@delia_albert How can we make the content more interesting and personal?
@__ohmickey__ Thats when you change things up a little. Altering a tweet or post helps make it more personal.
@marcusbowlerhat You have to have more to offer as a reason to follow the account. Ask the question – why would someone follow me?
@lancemoore22 Good article on ad retargeting
@berniezilio Social Ads are depended on reaching the right audience! The interest targeting is the hard / finding the right customer!
Some/all social advertising platforms are geared to increase vanity social metrics, how are you using ads to increase traffic?
@sydneybrodie what do you mean by vanity social metrics? What is that exactly?
@sonray Vanity metrics are usually considered a follower since counting followers is vanity providing little value w/o engagement
@strydedotcom For FB, you can target ads specifically for clicks to your blog/website, thus increasing traffic. Obviously, you need stellar copy and content, but that’s a given.
@thebuyergroup .@LisaBuyer on Paying to Play
@lancemoore22 Try and offer them a reason to visit your website…a free consultation, free advice, sale, something of value. Visually appealing and not over spamming- ads are bait on the hook- have to reel the traffic in.
@__ohmickey__ yes but you have to be careful not to spam. Just remember to personalize it a bit!
@delia_albert Try and offer them a reason to visit your website…a free consultation, free advice, sale, something of value.
@strydedotcom Great advice, a call to action is necessary!
@sophianapoles make the content interactive so they are more likely to share.
@trainingceo Always keep focused on why you’re on social – driving traffic to site? Pay attention to clicks. A/B test like crazy! Focusing on community engagement? Whole different set of metrics (like comments and shares).
@gobrandify We always advise brands to geo-target their advertising and pay attention to #LOCAL factors to ensure effective ads
@erikacanfijn I would say using ads to promote an offer or incentive to actually go to your page. Like if a store has a 20% code.
@jenninemiller Twitter Promoted Tweet option is doing well and I love that it’s PPC. Just make sure the Tweet clearly explains the landing page.
@helllonina Use certain ads to target key publics.
@berniezilio I think it’s a push and pull system. Don’t give all the info at once. Give enough to keep clients coming to you.
@ericlanderseo Driving to content w/ FB Insights has been great for us. Drive traffic now, get access to them later.
@nikipayne Social ads should be geared toward engagement, not vanity metrics.
@lanibuildafort Social ads convey the importance of branding! Using the right words in your ad can cement the brand leads to increasing traffic.
@bruceclayinc We’ve used Facebook campaigns for “Clicks to Website” & “Event Responses” which require those actions.
Better to keep users on the same social network or do you nudge them elsewhere? Success or horror stories?
@trainingceo Let social users engage where they’re comfortable, but make other channels/options clear. “Don’t like being limited to 140 chars? Join the convo on FB” (or G+, LI, etc.) is a common msg I’ve seen for cross-pollination.
@mahiza_moore It is imp. to vary social networks but only on platforms that your target audience is active on or it will be useless.
@lanibuildafort It is better to mix it up & use different platforms & def success stories! invite the consumers, don’t scare them away.
@ericlanderseo Retargeting across multiple networks is super creepy. Finding ways to connect networks w/interactions is awesome. Example: Drive content for sharing w/ Tweet oriented messaging. Once there, push to FB w/ commentary.
@strydedotcom Good question! We don’t have people jumping form platform to platform. A content or campaign has a very specific purpose and intended platform. Channel integration is necessary at times but there needs to a focus.
@delia_albert I think it’s about segmenting and reaching different audiences where they prefer.
@jenninemiller Lol, G+ is slow to grow so we’ll throw the occasional “join the conversation, join our community” on other networks.
@bruceclayinc Depends on the goal of the particular communication. Do Know or Go? “Do” would require a nudge to that conversion point.
@kevin_douglasuf Depends on the content you create. I split between YouTube and vine and I like to use Twitter and fb as a promotion platform.
@eitanschapsis Def keep on same social media. Their influence on 1 social media site they’re active on can be totally nonexistent on another.
@sonray I’ve had decent success sending twitter users to a G+ post that links to a blog post. More analysis is found on g+ post. The expanded commentary is key to making it work as it’s not the best usability but the metrics can be nice. And then refine the campaign off of the data collected! Tweet has the hook for G+. I usually do it when I’m RT content for a second time. Helps G+ growth (sometimes).
@jenninemiller Hosting a contest on one platform, heck yeah. You have a fan base elsewhere, use it to help your campaign.
@nikbernstein92 I think moving from one to another is fine because it attracts all different types of audiences.
@nikipayne Users have no reason to go to another network if they are getting the same value on their preferred network. Users need a reason to follow you elsewhere. What can they get from you on one network that they can’t get on another?
@lizclancy_ People prefer different types of SM outlets. Let options be known but make sure each outlet has a clear target audience.
@francesca923 Different platforms for different measures. Mixing it has worked great. I’ve been able to reach audiences w/ varied interests.
@marcusbowlerhat It all depends on the goal. Tie each campaign to a relevant landing page.
Do you find the data gained from a social campaign applicable to other marketing channels?
@jenninemiller Yes. Which posts got the most attention helps us format messaging on other platforms. Also, email collection rocks for retarget. If you have an email they’ve already opted in & said “I’m interested in your post” so it shouldn’t bother them. Also, don’t use every email list in every campaign to avoid spamming. You can also exclude email lists. It’s the most expensive but also the most qualified targeting you can do! Build your email lists SEOchat-ers!
@paramaya Any data that helps you better understand your target audience is applicable to other marketing campaigns.
@jenninemiller Sure @paramaya! You can upload your email lists to FB & Twitter and then target them w/ your ads vs. targeting everyone.
@trainingceo Social data can be useful for content marketing and email, since they start with user engagement.
@strydedotcom Perhaps not channels, but other departments for sure! Data from social helps with content writing, SEO, email marketing, etc.
@bruceclayinc Good question. Interested in others’ thoughts. We’ve used social data to build personas.
@marcusbowlerhat There is a temptation to generalise but social is just another tool to get in front of folks. You still need an offer / usp. Success or failure the data should be useful. Even if it only shows what doesn’t work. It can also be a cheap way to A/B test offers, ad text etc.
@kevin_douglasuf Learning from past marketing campaigns mistakes definitely help alter the strategies for future ones.
@lancemoore22 Yes. Easy to compare across channels and observe which ads are not performing well at all.
@trainingceo I like it, as long as it’s presented as a choice and not a requirement to engage with the brand.
@ericlanderseo YES! The data always differs from search marketing (paid and organic) because it’s another layer of audience exposure.
@lizclancy_ Yes. See what works, what doesn’t. Even if it just helps you understand your target audience better – what do they respond to?
@francesca923 Data helps manage how you market & advertise your content. The more you know, the better success rate.
What improvements do you see coming from social ads in the next six months?
@jenninemiller There is so much happening to Twitter Ads right now. Not sure what to expect but it’s definitely going in the right direction. Personally, as a Facebook & Twitter user, I’m hoping that brands will learn to do better social ads I clicked a link for a coat I liked yesterday & it brought me to view all coats. I would have bought the one but got annoyed and left. I’m also hoping G+ will get rid of there 1,000 followers before advertising rule. The ads could help reach our targets.
@strydedotcom I hope so, we haven’t seen as much success with Twitter’s ads as we have with FB.
@jenninemiller True but our new Twitter rep has been very helpful.
@ericlanderseo It’s all about Facebook & what they can do with Atlas. $3B digital advertising market and Google dominates. New blood! I also believe that Yahoo! Gemini is a tip of the cap; More native social adverting (perhaps on own sites) would be key. The great thing about YHOO Gemini is that big time CPC keywords are still very cheap for that reason. Wild west.
@trainingceo I think we’ll see more focused targeting & better integration (they’ll feel less like ads). At least I hope.
@berniezilio More shifting from organic to paid. That’s for sure. Brands might also focus more on maintaining brand loyalty.
@ericwagner1017 Highly targeted, customizable, interactive, viral.
@eitanschapsis I’ve been seeing corporate Tumblr accounts hone in on audiences in better and smarter ways, through adapted humor/graphics.
@delia_albert Interesting! Tumblr seems to attract a very niche audience.
@francesca923 I’m noticing the same thing with the use of #gifs and memes. They definitely help to grab the audience’s attention.
@delia_albert Agreed! I think that’s the way to reach our generation. We LOVE GIFs.
@eitanschapsis I’ve seen a Coca-Cola ad, with just a great GIF, get GREAT impressions JUST bc of the quality of the GIF.
@marcusbowlerhat It’s all about Atlas.
@erikacanfijn I think there’s so much going on social media, so it will become more specific and harder to get those ads.
@kevin_douglasuf Hoping to see more creative content that don’t stick out like a sore thumb on my timeline.
Time to love on somebody – give a shout out to a brand or practitioner who you think is ‘doing social ads right’
@eitanschapsis Tumblr has a different dynamic than other SM sites. For a popular account, check out @DennysDiner- they do it right.
@lizclancy_ @DennysDiner — unconventional but funny and appealing to younger customers
@eitanschapsis New_Fork_City on Insta for NY foodies, @DennysDiner on Tumblr for WEIRD humor
@jenninemiller Shameless self plugin to @LisaBuyer of @TheBuyerGroup. Learned so much from them!
@berniezilio @Oreo – you guys get it.
@jenninemiller Love! KitKats too
@ericlanderseo I’d cast my vote w/ EA Sports. The FIFA & Madden advertising / landing page experiences have been revolutionary in ’14. They’ve also managed to innovate at an incredibly high level of scale. Massive, international audiences.
@__ohmickey__ I can tell you who doesn’t. @KimKardashian @KrisJenner spam my Facebook. I had to unfollow them.
@erikacanfijn @NissanUSA and @InfinitiGlobal
@amirlearner for e-com I have a big time crush on @DollarShaveClub
@francesca923 Example @LanaDelRey with @CocaCola gif. Intentional? I think it works.