KEYNOTE: The Bright Side of Paid Social Stephen Mariani, SOCIALDEVIANT
10:36a - Current environment
2-3% of fans today reached by organic social content.
Consumers expectations have grown:
Latest product info
Ability to offer feedback
10:45a - Top 5 ways Paid Social has improved the social landscape
Creative freedom - more ad type that allow for more creative ways to tell stories
Canvas Ad -> create an immerse experience within Facebook that matches your brand
Facebook Live -> pay for live video before playing to increase exposure
Carousel -> Create a succession of photos to show a timeline or story over multiple frames (cutting a photo into 3+ segments)
Platform Choice - Only engaging on platforms that matter to your audience
Frequency Choice -> Choose moments when it matters to the brand over posting for exposure
Go broad or specific
Clear Metrics of Success
Shoppable Tags on Instagram
Pinterest Buyable Pins
Facebook brand awareness ads - measure ad recall
Local Awareness Ads - Store traffic and offline conversions
Horizontal Enabler -> Social is start of a great idea not an afterthought of a campaign
Outfit of the day at Nordstrom
11:15a - Excelling in "Paid Social"
Set Clear goals
Rethink standard of organizational principles
From siloed departments to Collaborative departments
Content by business unit to Content by need state
Set a standard for "Good"
Integrate paid into your creative process
Use trends & updates as a catalyst for creativity
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