Digital Marketing Tuesday 8th October 2019
Social Media Usage 2019 Source: https://www.jonespr.net
What is a campaign? A digital marketing campaign is an online marketing effort put forward by a company to drive engagement, conversions or traffic. The company will use social media platforms for awareness by pay-per-click campaigns and content marketing to reach their audience.
Advertising Channels
Reporting Platforms
Attention Human attention span since year 2000 has reduced from 12 seconds to 8 seconds You have 1.2 - 3 seconds to get a persons attention
Thumb Miles – Thumb Stoppers inches 28,896 feet 2,408 meters 734 km 0.73 miles 0.46 inches 346,751 feet 28,896 meters 8,807 km 9 miles 5 Distance scrolled on your mobile per year Distance scrolled on your mobile every 5 years Burj Khalifa Mount Everest Source: Stringberry Thumb Miles Report
Who sees your posts 6.4% 93.6%
Facebook Algorithm
Instagram Algorithm
Engagement Rate-2017 0.33%
Engagement Rate-2018 0.19%
Engagement Rate-2019 0.12%
When to post
Student Recruitment Funnel Time
Imagery & Video
Trinity College Dublin #InspiringGenerations
Imagery-UCC
Typical Campaign Structure Each campaign corresponds to a single advertising objective, like driving website traffic. Campaign Set a budget and schedule for each of your ad sets. Also define your retargeting, placement selection and bid settings at the ad set level. Ad Set Ad Set Each ad set can include multiple ads with different images, text, CTA buttons, links or videos. Ad Ad Ad Ad Retargeting consists of website visitors, video views, engagement & CTA clicks. Retargeting Retargeting RFI Form
Ads Manager Ads Manager is a unified ads creation tool where you can create and publish ads to Facebook, Instagram, Messenger or Audience Network.
Objective
Audience What makes Paid Social advertising so cost-effective but ROI generating is the targeting options. Unlike traditional media outlets, on Social you can target people using a variety of factors that can break down the social media site’s billion plus users into small, easy to manage audiences. Facebook has 29,000 data points on each person on average
Placements
Placements ( Continued)
Budget
Advert
Dashboard
Ad Example
Facebook Pixel
Strategic Re-Targeting
Budget Allocation
Facebook or Instagram
Facebook or Instagram We see that Facebook has more users, while Instagram is more common among younger users and may be a better target for companies who want a younger demographic. Facebook is better for direct response advertising and Instagram is better for brand marketing; focusing on the quality and aesthetics drawing brand awareness. Engagement While both Facebook and Instagram get many daily user interactions, Instagram gets 58 times more engagement per follower than Facebook with a rate of 4.21%
Little or No Text
Numbers get peoples attention
Social Media-Video
Discussion