Suffolk University’s graduate business school has conducted a series of experiments with paid social media advertising. Find out how they found great success in driving qualified program leads through leveraging the extremely powerful advertising systems of Facebook, LinkedIn and Twitter.
4. If You Build it, They Probably Won’t Come
amazingly beautiful & functionally elegant website?
5. SOCIAL FEEDS ARE THE
NEW HOMEPAGES
RELEVANT
CONTENT
NEWS STORY /
VIRAL VIDEO
SOMETHING YOU WILL
SHARE WITH OTHERS
6. No Longer do we have
access to our target’s
attention.
( and our tools don’t work like they used to )
7. WEBSITES, DIRECT MAIL
BROCHURES, POSTCARDS,
FLYERS, BANNER ADS,
POSTERS, EMAIL, PPC
ARE THESE THE MEDIUMS PEOPLE
CONSUME & SHARE & ENGAGE
WITH CONTENT?
8. let’s see what happened to the
effectiveness of our tools when we
used them based on an outdated
marketing outlook:
13. Banner ad click-thru rates
Mid 90’s: 3.0%
Early 2000s: 0.5%
2010: 0.1%
2014: 0.04%
(Advertising and the World Wide Web by David Shuman and Esther Thorson, 2014
and Hubspot)
14. you are more likely to complete
NAVY SEAL training than click a
banner ad
16. Now let’s take a look at
where ad spend in the
market currently stands
17.
18. in 2018 smart phones will overtake
non-smartphones, skyrocketing to
3.5 billion consumer devices
worldwide (cisco)
19.
20. So here’s that question again:
why do marketers continue to invest
so heavily in email, direct mail, ppc,
banner ads, etc?
When they themselves, as a consumer,
don’t fall for those tactics.
21. Social media content is seen by more
customers than any other medium at a
frequency higher than any other medium
Not investing in social media is equivalent to:
33. This makes us as marketers
have to work much harder to
get our message out.
34. In order for organic social marketing to really work, you
have to devote a large amount of resources* to:
LONG TERM COMMUNITY MANAGEMENT
CONSTANTLY CREATING MEANINGFUL CONTENT
ACTIVELY BUILDING RELATIONSHIPS
*Designers, videographers, front-end developers, back-end developers,
photographers, writers, creative directors, art directors, etc.
35. Last year, Nestle revealed that its teams produce more
than 1,500 pieces of marketing content each day for more
than 800 Facebook pages.
36. Assuming each FB post takes 2 hours of work,
that means they spend roughly:
$127,500/day on FB posts alone.
37. How can you as smaller, in-house marketing departments (with limited
resources) fully utilize these social platforms to:
AFFECT THE BOTTOM LINE
DRIVE ADMISSIONS
GATHER DEMOGRAPHIC INSIGHT
71. Agile Marketers
Paid social campaigns allow
an in-house department to
think and act more creatively
when it comes to marketing.
72.
73.
74.
75.
76.
77. Paid social is:
A great addition to your mix for driving leads
at low cost in a marketing climate where your
existing marketing mix no longer yielding the
same bang for your buck as it used to.