1. The Basics of Social Media Advertising February 17, 2010 1:00 PM – 2:00 PM (EDT)

2. Who We Are Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success. Ehren Reilly Clickable Search Marketing Guru & Social Media Expert Max Kalehoff Clickable Search Marketing Guru & Vice President of Marketing 2/17/10 2

3. Agenda Our Goal Today: Introduce the Basics of Social Media Advertising. The basics of social media advertising’s costs, ad copy restrictions and bidding procedures. What you need to know to make an informed decision about whether to advertise on social media networks. Strategies for “hyper-targeting” users on Facebook and MySpace. Incorporating social media advertising into a larger social media strategy that includes Twitter feeds, Facebook fan pages and presence on MySpace pages. 2/17/10 3

4. History of Social Media 2/17/10 4

6. Users of social media sites interact and communicate with one another.

7. Users have identities or profiles that contain information about themselves (social, cultural, demographic, psychographic).

8. Users can create connections with one another by becoming “friends” or “following” one another.2/17/10 5

10. MySpace: 250 million members, 60 million unique users each month.

11. Twitter: 75 million members, 55 million unique users each month.2/17/10 6

13. Create a page with useful, current information.

14. Integrate social media features into your website.

15. Direct Response: performance advertising:

16. Create a social PPC campaign.

17. Track performance against your other direct response channels (SEM, email, etc.)

18. Spend more in whichever channels yield best results.2/17/10 7

19. Advertising on Social Media Sites Pages or Profiles Pay-per-click (PPC) ads 2/17/10 8

21. Any company, brand or organization can make an advertiser page for free.

22. Customers and potential customers can become “friends” or “fans” or your business or brand.

23. Can include information about your business, such as:

24. Hours

25. Location

26. Website

27. Menu/list of services

28. Can (and should) include other dynamic content, such as:

29. Your updates (e.g., “Sale this week only!”)

30. Comments left by your customers and fans

31. RSS feed of your blog2/17/10 9

32. Social Media Profile Pages 2/17/10 10

33. Social Media Profile Pages 2/17/10 11

34. Social Media Profile Pages 2/17/10 12

35. Social Media Profile Pages 2/17/10 13

36. Social Media Profile Pages 2/17/10 14

38. Take advantage of the ability to mass-message your fans/friends/followers.

39. Status updates on Facebook appear in fans’ news feeds.

40. MySpace bulletins appear in friends’ inboxes. Status updates appear in their news feeds.

41. Tweets on Twitter are read by your followers.

42. Decide whether to display your customers’ comments.

43. If you do, you’ll need to moderate them.

44. If you don’t, you’ll need to fill that blank space somehow.

45. Don’t create a page just because, and then leave it blank, out-of-date, or ugly. It’d be better to not have one at all.2/17/10 15

47. Local pizza place, ice cream shop, coffee house

48. Consumer brands

49. Membership-based organization (church, club)

50. If you have a service or product that people might search for on Facebook.

51. Resultsarelocalized

52. Not a lot of competition

53. If you want to provide your customers with a hip, casual way to interact with you and each other.

54. If you want to be able to target advertising and messages specifically to your fans.2/17/10 16

56. Auction-based, PPC pricing

57. Ads appear within content pages (not search results pages)

58. Typical click-through rates (CTR) are comparable

59. Ads are narrowly targeted to a niche audience

60. Important differences from content match ads

61. Targeting: Social/demographic, not contextual.

62. Ad creative formats: 125 character descriptions, should always include names.

63. Account structure: No ad groups.2/17/10 17

65. Best practice: Target your audience as narrowly as you can.2/17/10 18

66. Social Media Ads are not contextually based on page content. They are always targeted to the user’s profile data. Ads are for a 30-year-old college-educated male in Baltimore. 2/17/10 19

68. Title (25 chars)

69. Body text (125 chars)

70. Image (optional)

71. Best Practices

72. Everything that’s good writing practice for SEM still applies.

73. Include an image.

74. Directly address your target audience by age, gender, location and interest.2/17/10 20

76. Each “ad” pairs targeting options with single ad copy

77. Budgets and bids are set on individual ads

78. Best Practices

79. Create many small, narrowly-targeted ads.

80. Track conversion rates and ROI separately for each ad.2/17/10 21

81. SEM Account Structure Campaign: Set budget (contains ad groups) Ad Group 2 keywords ↔ ads Ad Group: (contains targeting parameters & ads) Ads: Keywords: pizza Ad Group 3 keywords ↔ ads pizza delivery order pizza pizza online Ad Group 4 keywords ↔ ads cheap pizza 2/17/10 22

83. Manhattan

84. 18-22Single ad creative Ad 2 Targeting Parameters ↔ Ad Creative Ad 3 Targeting Parameters ↔ Ad Creative 2/17/10 23

91. Custom social network-specific landing pages for PPC.

92. Include content from your website on your page.

93. Interact with your customers on your Facebook or MySpace page, and listen to their feedback.

94. Provide tools to share content from your website on Facebook and MySpace.

95. Use Facebook Connect to allow users to log into your site via their Facebook account.2/17/10 29

96. Getting Started Now If you aren’t already a member, join Facebook, MySpace and Twitter. Learn how they work. Create a company profile page. Create a single practice ad for a tiny niche. Create a broad ad covering many customers. Over time, refine your broad ad into many smaller niches with custom ad creatives. Integrate Facebook, MySpace and Twitter sharing & connect features into your website. http://www.facebook.com/advertising/http://advertisting.myspace.com 2/17/10 30

97. How to Sign Up for Clickable Simply go to www.clickable.com/signup and try the Pro product free for 15 days. If you want more support, consider Clickable Assist, our fully-managed solution: www.clickable.com/assist Or email us: editor@clickable.com 2/17/10 31