Paying For Attention: Paid Social Media Intro
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Primer on paid social media
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Paying For Attention: Paid Social Media Intro
- 2. Michael Durwin DURWIN MICHAEL INNOVATION, DIGITAL & SOCIAL MEDIA STRATEGIST
- 3. Michael Durwin 1 SOCIAL MEDIA CAMPAIGN: 1995 BRAND FAN PAGE WEBSITE VIDEO BRAND MYSPACE PAGE BRAND VIDEO ON YOUTUBE CHARACTER TWITTER INVENTED POTENTIAL HUMAN REACH™ ST
- 4. Michael Durwin BERMUDA TOURISM•HBO• MASSGENERALHOSPITAL• STOLI•NBC•AMAZON•SFO• MICROSOFT•COCACOLA• ABCNEWS•BOSTONBRUINS• DECATHLONSPORTS•ESPN• DISNEY•REEBOK•FOX•NATGEO• AMC•CMEGROUP•HOMEDEPOT BLUECROSSBLUESHIELD• DELOITTE•COMCAST•JJILL• FOODNETWORK•MDA•THULE • PARTNERSHEALTH•NOKIA• NATUREPUBLISHING•FIDELITY• NEWBALANCE•BIOGEN•AMEX
- 5. Michael Durwin ADS?ADS? Michael Why Oh Why Must We Do #PRPaidSocial
- 6. Michael
- 8. Michael Durwin IMPRESSIONS:THE NUMBER OF TIMES YOUR ADS WERE VIEWED*.
- 10. Michael Durwin
- 11. Michael Durwin IMPRESSIONS:DID YOU SEE ALL 6 ADS AND 2 PIECES OF SPONSORED CONTENT? NO? THEY WERE STILL COUNTED AS IMPRESSIONS.
- 12. Michael Durwin CPM:THE AVERAGE COST FOR 1,000 IMPRESSIONS.
- 13. Michael Durwin CTR:THE TOTAL NUMBER OF CLICKS RECEIVED DIVIDED BY THE NUMBER OF IMPRESSIONS. TOTAL CLICKS TOTAL IMPRESSIONS X 100
- 16. Michael Durwin .17% VS 9.2% AVERAGE CTR: #PRPaidSocial
- 18. Michael LAUNCH & ANALYZE ANALYZE & LAUNCH FACEBOOK ADS INSTAGRAM ADS PROMOTED TWEETS LINKEDIN ADS DIGITAL ADS FACEBOOK PROMOTED POSTS PROMOTED PINS #PRPaidSocial
- 19. Michael Facebook Twitter Instagram Demographic 58% Female 34% are 18-29 years old Activity 829 million daily active users 654 million daily active mobile users Demographic 50% Female 45% are18-29 years old Activity 646 million daily active users 43 million daily active mobile users Demographic 68% Female 37% are 18-29 years old Activity Time on site: 257 min/mo 60 million photos posted per day 200 million monthly active users
- 20. Michael LinkedInSnapchatPinterest Demographic 80% Female 33% are 18-29 years old Activity Avg time on site: 64.67 min 2.5 billion page views/mo 64% of Pinterest users perform a Pinterest- inspired activity monthly Demographic 70% Female 23% are 18-29 years old Activity Snapchat Stories get 1 billion views per day Content skews toward “in-the-moment” self- promotion or humor. Reaches 41% of 18-34 year olds Demographic 1/3 are not employed Largest user group by age: 30-49 56% Male 48% in decision-making roles Activity 2 new members per second 467 million users 48% check in once a day
- 21. Michael Durwin ADSADS Michael Types of Social Media #PRPaidSocial
- 23. Michael U.S. Virgin Islands So nice #PRPaidSocial
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- 40. Michael Durwin
- 41. Michael
- 42. Michael
- 43. Michael
- 44. Michael
- 45. Michael
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- 47. Michael
- 48. Michael Durwin SECRET TO SUCCESS: DAILY MONITORING SHORT CAMPAIGNS CONSTANT OPTIMIZATION LONG-TERM COMMITMENT STICK TO MY PROPRIETARY CALENDAR
- 49. Michael What Optimization Gives You: Facebook CTR CTR 0 2.5 5 7.5 10 0.74 1.2 1.94 1.47 1.17 1.81 4.33 7.91 7.53 8.02 8.18 8.45 7.72 8.35 7.98 9.96
- 50. Michael CPC 0 0.35 0.7 1.05 1.4 1.32 0.57 0.5 0.43 0.38 0.35 0.16 0.08 0.17 0.05 0.03 0.11 0.03 0.05 0.05 0.02 What Optimization Gives You: Facebook CPC
- 52. Michael Durwin THANK YOU MICHAEL DURWIN MDURWIN@GMAIL.COM