#WBC18 Session: Advanced Strategies for Facebook and Instagram

Facebook and Instagram are two of the most powerful and yet obscure forms of social media in terms of marketing. Learn how to use advanced bidding, paid promotion, and content creation strategies on Facebook & Instagram to provoke engagement, reduce costs, and be a rockstar digital marketer. Presented by Carin Oliver, Angelsmith, Inc.

http://angelsmith.net/
https://twitter.com/angelsmithinc
https://www.linkedin.com/company/angelsmith-inc.
https://www.facebook.com/angelsmithinc/

Transcript

1. 1 A D V A N C E D INSTAGRAM & FACEBOOK STRATEGIES FOR WINE BLOGGERS #WBC18 #WALLAWALLAWINE
2. 2 PAGE • COMMON ADVERTISING TERMS • WHY TO INCLUDE FB & INSTAGRAM AD COSTS INTO YOUR BRAND PITCH • BUSINESS PROBLEMS WINERIES NEED TO SOLVE • WHERE WINE BLOGS FIT INTO THE CONSUMERS PURCHASE MAKING DECISION PROCESS • TURNING GREAT SOCIAL CONTENT INTO CONTENT THAT DRIVES WEBSITE TRAFFIC • BASIC AD STRATEGIES • METRICS THAT MAKE WINERIES GO WOW! • WINE INDUSTRY ADVERTISING BENCHMARKS • TOOLS WE USE / Advanced Strategies OVERVIEW #WBC18 #WALLAWALLAWINE
3. 3 PAGE Carin Oliver EMAIL: CARIN@ANGELSMITH.NET LINKEDIN: /CARINOLIVER/ I LIKE: • Stinky dogs • Stags Leap AVA cabernets • Russian River Pinots • Photoshop I AM: • Excited to be learning more about WA wine • Married to my biz partner • Voyeur: Driven to understand consumer buying behavior • Chief Financial Officer, Angelsmith, Inc ABOUT ME, ME, ME
4. 4 PAGE OFFICE San Francisco - Point Richmond, CA VERTICALS Wine = 45% Health & Fitness = 25% Restaurants = 15% DTC = 5% SERVICES Web - design development & optimization Advertising - social, digital, paid search Email marketing Consumer Insights Analytics Voice ABOUT ANGELSMITH N o m i n e e
5. PAGE 5 5 BRANDS WE’VE HELPED
6. 6 PAGE BRANDS WE’VE HELPED Wine Brands
7. PAGE 7 1. KPI: Key Performance Indicator(s) 2.CPM: Cost Per Thousand Impressions 3. CVR: Conversion Rate 6. PPC: Pay Per Click 5. PPV: Pay Per View 7. SEM: Search Engine Marketing (Paid Search) 8. CPL: Cost Per Lead 9. CPA: Cost Per Acquisition 10. CTR: Click Through Rate 10. DMA: Designated Market Area 11. CTA: Call to Action PRO AD TERMS
8. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL FUN FACTS FACEBOOK & INSTAGRAM A D V E R T I S I N G 8 PAGE • VIDEO VALUE • Facebook & Nielsen Report: 47% Of The Value In A Video Campaign Was Delivered In The First Three Seconds • RAPID GROWTH • The Facebook Ad Platform Is One Of The Fastest Growing, Doubling In The Last 18 Months • IT’S A MOBILE FIRST WORLD • Instagram Is Almost Exclusively Mobile • FACEBOOK MORE POPULAR THAN TV • On Average, 50 Percent Of People Use Facebook Daily, While Only 39 Percent Watch Television. • AD BUDGETS WILL INCREASE (MAKE IT MORE COMPETITIVE) • According to a CMO survey, social ad budgets are predicted to increase by 32% in 2018, and double by 2023. • CONSUMERS LOVE TO CONSUME • Social Is Now A Key Channel Where Consumers Research Products (#8 Reason) • SOCIAL IS MOST RELEVANT FOR ADS • Fifty percent of Gen Z (18- and 19-year-olds) and 42 percent of millennials (20- to 36-year-olds) think social media is the most relevant channel for ads, according to Adobe’s State of Digital Advertising 2018 report. • You Cannot Sell Wine On Facebook. You Can Sell Wine Through Facebook Career Tip: FOCUS ON IMPROVING THE VISUAL VALUE OF YOUR BLOG / Advanced Strategies
9. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL WHY INCLUDE ADVERTISING 9 PAGE GUARANTEED REACH & ENGAGEMENT IT’S EASIER FOR THE WINERY Career Tip: MASTER PHOTOSHOP / Advanced Strategies
10. PAGE 10 WEBSITE TRAFFIC INCREASED AWARENESS AMONG NEW AUDIENCES HOW DO YOU STAND OUT IN THIS SEA OF NOISE? PROBLEMS TO SOLVE / Advanced Strategies / Bloggers / Wineries
11. PAGE 11 SELLING VIA SOCIAL NEEDS TO BE ENGINEERED (And Tracked & Optimized) 5 KEY ELEMENTS 1. UNDERSTAND CONSUMER BEHAVIOR 2. DEFINE OBJECTIVES IN ADVANCE 3. TRACK 4. OPTIMIZE 5. TEST LIKE A SADISTIC HIGH SCHOOL TEACHER / Advanced Strategies
12. PAGE 12 TRACKING Website Tracking • Google Analytics • Reports on actions taken on your website, helps attribute sales and goals. • Code on your site that tracks actions consumers take. • Needs proper configuration based on your goals. Advertising Tracking • Facebook Pixel • Report Conversions, Build Audiences, & Get Insights With The Facebook Pixel. Optimization. Remarketing. Conversion tracking. • Code on your site that tracks the effectiveness of Facebook, Facebook ad network and Instagram ads. You must have accurate tracking and the ability to analyze results set up in advance. Campaign Dashboard & Data Visualization • Google Data Studio • Connects multiple data points from spreadsheets, Analytics, Google Ads, Facebook Ads and more. • Transforms raw data into the metrics and dimensions needed to make more informed decisions. UTM Codes • This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics. • Provides more performance insight, down to the piece of creative and placement of ads. / Advanced Strategies
13. PAGE 13 HOW THE @#$% DO CONSUMERS MAKE DECISIONS? WHERE DOES YOUR WINE BLOG FIT IN? / Advanced Strategies
14. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL THE CUSTOMER JOURNEY 14 PAGE / Advanced Strategies
15. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL BLOGS HELP WINERIES SOLVE PROBLEMS 15 PAGE / Advanced Strategies DECIDE IN ADVANCE WHAT ONE PROBLEM YOUR BLOG CAN HELP A WINERY SOLVE
16. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL COLD We want to increase sales. Unreasonable Goals Can Kill Motivation & Credibility WAY TOO HOT!!! We want to increase tasting room traffic, online sales, and corporate sales by 100% in the next 90 days with no advertising budget, no resources and no expertise. DEFINE ONE PROBLEM TO SOLVE 16 PAGE GETTING WARMER We want to increase tasting room traffic JUST RIGHT! We want to increase tasting room traffic by 12% in the next 8 months through a combination of social advertising, paid search and email marketing. / Advanced Strategies
17. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL TURNING GREAT SOCIAL CONTENT INTO CONTENT THAT SELLS 17 PAGE MOTIVATING CALLS TO ACTION Ask Consumers To Take Specific Action • BOOK YOUR RESERVATION NOW • GET MORE DETAILS/ INFORMATION HERE • LEARN/READ/FIND OUT MORE HERE • CHECK OUT THE INGREDIENTS HERE • SEE THE FULL SCHEDULE/MENU/ LINEUP HERE • VIEW THE FULL LIST HERE • SEE THE FULL ARTICLE HERE / Advanced Strategies
18. PAGE 18 New Limited Time Offer! Only $9.99 Healthy Awesome Mediterranean Kabob Meal includes Grilled Chicken Breast with Special Seasoning, Greek Salad, Hummus, Rice, Pita Bread & Soft Drink. Click to order online now! www.restaurantname.com/ landingpage It’s Almost Gone. B to the O to the WL. This bowl with grilled swordfirsh and Peruvian Aji salsa is still a-round(get it?) for a limited time. Click to learn more about the fresh ingredients. www.restaurantname.com/landingpage We Recommend About 30% Sales/Promo Content / Advanced Strategies
19. PAGE 19 LIKE KIDS FACEBOOK ADVERTISING NEEDS LOTS OF TLC / Advanced Strategies
20. PAGE 20 FACEBOOK & INSTAGRAM ADVERTISING STRATEGIES Goal: Move our consumers down a “funnel” using social advertising at each step along their path to purchase. SOCIAL ADVERTISING IS DECEPTIVELY COMPLEX 
 BUT CAN PROVIDE A GREAT ROI - Awareness Consideration Purchase / Advanced Strategies
21. OVERVIEW ON FACEBOOK AD NETWORK PAGE 21 / Advanced Strategies
22. PAGE 22 PHOTO SLIDESHOW VIDEO CAROUSEL Great for mobile ads and showcasing dishes Easiest. Fast. Many placement options. If you have good video, use it. Native video is outperformig just about everything else. Facebook video has higher CTRs than YouTube. Sweet spot is 15 seconds for mobile, Get as much into the first 10 seconds as possible. Easiest. Fast. Many placement options. OVERVIEW 
 TYPES OF ADS / Advanced Strategies
23. PAGE 23 TO BOOST OR NOT TO BOOST / Advanced Strategies That Is The Question!
24. PAGE 24 BUSINESS MANAGER / Advanced Strategies Kicks Boost Post’s A$$ GET CERTIFIED - FACEBOOK BLUEPRINT
25. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL BUSINESS MANAGER 25 PAGE Career Tip: Get Certified With Facebook Blueprint / Advanced Strategies Kicks Boost Post’s A$$
26. PAGE 26 GOAL: • Build recognition – winery, product, event, news article • Use this as an opportunity to drive traffic back to your site to build the audience you are going to retarget. FACEBOOK AD OBJECTIVES: • Brand Awareness • Local Awareness • Reach BID STRATEGY: • Limited Time Offer(LTO)/Short Campaign – CPM, manual bid • Bid by placement BID STRATEGIES:
 AWARENESS / Advanced Strategies
27. PAGE 27 BID STRATEGIES:
 AWARENESS THE HESS COLLECTION: • Multiple campaigns over 3 years • Optimize for reach instead of brand awareness – well known brand, great existing recall, large advocate base RESULTS/LEARNINGS • Cost per impression: $2.00 - $9.00 CPM • Optimizing for awareness can cost less. SUMMARY: • Critical advertising base that helps grow your retargeting pool. • Best for sustained budgets and brands with a strategic advertising plan. / Key Learnings
28. PAGE 28 • Performance: Fast-loading units • Flexible: allow for the incorporation of video, GIFs, 360 photos • Delivers: Stats show 2x higher clickthrough with 34% higher engagement than other FB ad formats • Placement: Mobile Newsfeed Only BID STRATEGIES:
 CANVAS AD UNIT FOR AWARENESS / Advanced Strategies
29. PAGE 29 BID STRATEGIES:
 CONSIDERATION GOAL: • Drive action: website traffic, engagement FACEBOOK AD OBJECTIVES: • Traffic • Engagement – Post Engagement, Page Likes, Event Responses & Offer Claims • Video Views • Lead Generation BID STRATEGY: • Optimize for cost per action • Manual bid by placement • If driving people back to your website with a small budget, optimize for link clicks. / Advanced Strategies
30. PAGE 30 BID STRATEGIES:
 CONSIDERATION HESS CYBER MONDAY TEASER 2017 RESULTS/LEARNINGS • Drives significant qualified traffic to website for a controlled cost • Builds new audiences & increases engagement • Expands our retargeting group that has expressed interest • Best for a two-phase sales strategy approach / Key Learnings
31. PAGE 31 BID STRATEGIES:
 SALES OR OTHER CONVERSION GOAL: • Conversions: email sign ups, reservations, product sales FACEBOOK AD OBJECTIVES: • Conversions BID STRATEGY: • Manual bid based on the conversion value • Bid per placement / Advanced Strategies
32. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL BENCHMARKS CTR, CPC & CVR, OH MY! 32 PAGE • ADVERTISERS WITH HIGH CLICK THROUGH RATES (CTR) • RETAIL (1.59%) • APPAREL (1.24%) • BEAUTY (1.16%) • FITNESS (1.01%) • WHAT DO ALL OF THESE HAVE IN COMMON? - AWESOME IMAGES • WINE INDUSTRY AVERAGE COST PER CLICK (CPC) • ECOMM SALES CONVERSIONS ($1.72) • AWARENESS ($.25 - $.50) • WINE INDUSTRY VERAGE CLICK THROUGH RATE(ALL OBJECTIVES) • CTR (3.18%) Career Tip: FOCUS ON IMPROVING THE VISUAL VALUE OF YOUR BLOG / Advanced Strategies
33. PAGE 33 LANDING PAGES
 INCREASE CONVERSIONS BY 5+% (THAT’S HUGE!!!) / Advanced Strategies
34. PAGE 34 LANDING PAGES
 INCREASE CONVERSIONS / Advanced Strategies
35. PAGE 35 CREATE TESTING STRATEGY IN ADVANCE OF YOUR CAMPAIGN - TEST ONE THING AT A TIME UNDERPERFORMING CAMPAIGNS - WON’T BE FIXED WITH MORE MONEY LANDING PAGES - MUST MATCH AD CONTENT SMALL BUDGET AND/OR AUDIENCE - DON’T USE CONVERSIONS AS A GOAL DIFFERENT AD PLACEMENTS - REQUIRE DIFFERENT BID STRATEGY & DIFFERENT CREATIVE CROSS CHANNEL CAMPAIGNS - WORK BEST BID STRATEGIES:
 KEY LEARNINGS / Advanced Strategies
36. 36 PAGE Vanity IMPRESSIONS COST PER CLICK PAGE VIEWS LIKES SHARES COMMENTS FOLLOWERS VIDEO VIEWS Conversion Metrics SALES SIGN UPS ORDERS # OF DELIVERIES APP DOWNLOADS Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL METRICS THAT WOW! / Advanced Strategies Things That Make Wineries Go Hum? Lots Of Fans & Followers With Little Engagement
37. 37 PAGE Ad Espresso(Paid) • Facebook & Adwords Optimization Tool. They have a free tool to evaluate your ads Facebook Creative Hub • Create various ad Types & Test on Different Devices Facebook Ads Manager App • Allows mobile management on the go. Google Analytics(Free) • Must Have Web tracking Tool Google Data Studio Photoslurp(Paid) • Faciliates shopping directly from Instagram Animoto(Paid) • Easier, square video output Facebook Business Manager Facebook Image Text Check Campaign Code Builder Hyperlapse App • Shoots time-lapsed video to share with your followers. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL TOOLS / Advanced Strategies
38. 38 PAGE ROCK ON! Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL FINAL WORDS TEST, TEST, TEST • All best practices are meant to be challenged. Think of them as starting points. Create a testing strategy in advance. TURN OFF UNDERPERFORMING CAMPAIGNS • If it’s not working. Turn it off and start over again. Have a second ad account on stand by 24 hours. HELP YOURSELF, GET HELP • It’s extremely cutthroat. You’re competing against not just other restaurants and food delivery services, but every other product being advertised on Facebook. DON’T BE AFRAID TO FAIL • It’s part of the learning process. Fail often and quickly and learn. If it’s not working, change it. / Advanced Strategies TURN OFF UNDERPERFORMING CAMPAIGNS
39. Carin Oliver Angelsmith, Inc. carin@angelsmith.net (415) 228-0850 x796 www.angelsmith.net PAGE 39 NOW GO KICK SOME A$$!!!