Social Media Marketing: 10 optimization tactics that Scholastic used to grow fans 350%

Transcription

1 Social Media Marketing: 10 optimization tactics that Scholastic used to grow fans 350% Gabriela Acatrinei Digital Marketing Manager Scholastic Inc. Daniel Burstein Director of Editorial Content MECLABS

2 Speaker Gabriela Acatrinei Digital Marketing Manager Moderator Daniel Burstein Director of Editorial Content 2

3 1 Set The Ground for Success 2 Social Reach Matters 3 Leverage Events with Huge Social Buzz 4 What You Don t Know CAN Hurt Your Ad 5 Set Internal Benchmarks 6 Multivariate Testing 7 Destination Is Key: Landing Pages 8 Refine Targeting 9 Combat Ad Fatigue 10 Engagement-based Optimization

4 1. Set The Ground for Success

5 Is your brand socially fit? Can your brand tell stories? Where in the social ecosystem is your audience? How does your audience behave in social environments? 5

6 Scholastic s Unique Opportunity in Social High-Equity brand that inspires passion and taps into nostalgia Product category reading and education offers meaningful topics that people are already discussing in social Engaging, meaningful content: articles, books, videos, research Scholastic excels at storytelling we can transform that strength into inspiration for social conversations and reach new customers Great brands are no longer the ones that are the best storytellers but the ones with the best stories being told about them. - David Verklin, CEO, Carat 6

7 2. Social Reach Matters

8 Social Reach Matters Facebook population Scholastic Parents Friends of fans 29.2 MM friends Scholastic Parents Page 102,056 Likes Keep your audience within Facebook Ads with social reach have 55% higher recall than non-social ads* Focus on virality Friends of fans Sponsored Stories and Story ads Average Fan of Scholastic Parents Page has 285 friends on Facebook *Nielsen Online Brand Effect,

9 3. Leverage Events with Huge Social Buzz

10 Case study: The Hunger Games, March 2012 Objective: Generate awareness that The Hunger Games is a book series and not just a movie Increase fan base Solution: Multi-phase approach with separate CTAs: Awareness and sales of newly released tie-in books Awareness and sales of The World of The Hunger Games book Get people introduced to book #2, Catching Fire Sponsored Ads, Story Ads 10

11 4. What You Don t Know CAN Hurt Your Ad

12 Research Tools Scholastic Book Data Web Analytics Previous campaigns Google Book Sites/Retailers Social Listening Social listening tools help identify: Media properties where people talk about your brand Hot topics around your brand Similar brands your audience is interested in Language your audience uses (to help keep conversation real) 12

13 5. Set Internal Benchmarks

14 Watch the Facebook Quicksand Benchmark KPIs by audience and by brand: CTR CPC CPF ecpm Facebook Q1, 2012*: 8% decrease in CTR 32% increase in CPC 37% increase in CPF Frequency Budget/ad/day Custom KPIs TBG Digital, Global Facebook Advertising Report Q

15 6. Multivariate Testing

16 Never stop testing, and your advertising will never stop improving. David Ogilvy

17 What to Test 17

18 7. Destination Is Key: Landing Pages

19 What Is Your Goal? Awareness, engagement, traffic referrals: Keep people within Facebook; link to the page Engagement with game/app: Keep people within Facebook, but link to a landing tab or to an app Direct marketing: Send people to a dedicated landing page outside Facebook 19

20 8. Refine Targeting

21 Case Study: Building A Teen Page from Zero Refine targeting Don t be afraid to go too granular Monitor Facebook Insights for demographic data on your new audience Taylor language to each audience 21

22 9. Combat Ad Fatigue

23 Life of A Facebook Ad Monitor daily Find the optimal ad frequency for each audience Optimize the ads often so they reach new people each day

24 10. Engagement-based Optimization

25 Engagement-Based Optimization Facebook Ads API Optimization platforms Ongoing Facebook Ad Manager changes 25

26 Keys to Success Adapt Social Media changes quickly, if you don t move with it, you will miss out Be digitally fit Stay current on trends & technologies Measure - If you can t measure it, it didn t happen focus on just the metrics that tell a story Listen - Social Media is about communication, so listen to your audience Engage - First create relationships and then sell 26