Interest Targeting and Boosted Posts. Prepared by: Grant Kenney & Dave Serino May 3, 2016

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Wendy Robinson
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1 Interest Targeting and Boosted Posts Prepared by: Grant Kenney & Dave Serino May 3, 2016

2 Never before has it been easier to reach the right people at the right time with your brand message. #PureMichiganEDU

3 #PureMichiganEDU

4 Organic interest targeting is a great free way to get your posts in front of the right people. #PureMichiganEDU

5 It s easy to set up targeting and choose targeting for posts! #PureMichiganEDU

6 If you don t see these options check your settings!

7 Besides basic demographic and location targeting, you can hone in on precise interests and other pages. #PureMichiganEDU

8 Curious how effective your targeting was? Look at the audience insights to get a breakdown! #PureMichiganEDU

9 You don t have to be Coca Cola or General Motors with millions to advertise on social media.

10 If you have a Facebook page you can advertise on Facebook! #PureMichiganEDU

11 #PureMichiganEDU Boosted Posts are an easy and effective way to get important and quality content in front of more people.

12 Boosting a Facebook Post #PureMichiganEDU

13 What you ll see #PureMichiganEDU

14 Most boosted posts will want to target either fans or friends of fans to increase exposure. #PureMichiganEDU

15 You may also create and set the audience you wish to target. #PureMichiganEDU

16 Boosted posts and interest targeting are excellent for promoting solid content, but for more options and targeting you need to go further down the rabbit hole #PureMichiganEDU

17 There is really no excuse for someone to see your ad who doesn t want your product Dan Slagen, SVP, Nanigans

18 #PureMichiganEDU

19 #PureMichiganEDU

20 Building an Audience via Facebook #PureMichiganEDU

21 Leverage Your Data to Build an Audience #PureMichiganEDU

23 #PureMichiganEDU

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39 Website Click Ad #PureMichiganEDU

40 Website Click Ad: Targeting Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything #PureMichiganEDU

41 Website Click Ad: Results #PureMichiganEDU

42 Website Click Ad: Results #PureMichiganEDU

43 Website Click Ad: Refined Targeting #PureMichiganEDU

44 Website Click Ad: Refined Targeting Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything #PureMichiganEDU

45 Website Click Ad: Results #PureMichiganEDU

46 Offer Ad

47 Proximity Ad

48 Traveling In or Recently Visited Ad Location: People recently in Branson, MO Age:

49 Campaign Builder

50 Targeting/Creative Targeting: Location: United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Exclude Location: United States: Ludington (+50 mi) Michigan Friends of connections: Friends of people who are connected to Ludington Area CVB Age:

51 Targeting/Creative Interests: Interests: lighthouse photography, michigan awesome, SS Badger, West Michigan, Lighthouse, Great Lakes region, lighthouses

52 Campaign Results Cost Web Click CPC CTR Frequency Impressions Page Likes Website Clicks Flight 1 $.24 $ % , ,335 Flight 2 $.28 $ % , ,985 Flight 3 $.28 $ % , ,389 Total/ Average $.26 AVG $.14 AVG 5.04% AVG 1.94 AVG 571,192 1,418 26,709 The average click-through rate for campaign web site ads was 5.04%, which is more than seven times the global average reported by Nanigans (.88%). The average cost-per-click for the campaign was $.26, which is considerably less expensive than the global average reported by Nanigans of $.46

53 Campaign Results Of the 22,108 entries 19,696 opted in for the Ludington Area CVB newsletter 89% of entrants opted-in for the Ludington e-newslettter which features content on activities and travel news.

54 Campaign Results

55 Campaign Results Traffic to the Plan Your Summer Vacation web page on the Pure Ludington website saw increases in traffic from new users during the giveaway coinciding with the times the ads ran. There were 1,875 user sessions from 1,626 new website users.

56 Campaign Integration

57 Campaign Integration

58 Campaign Integration

59 Campaign Integration

60 Campaign Integration

61 The Summary Use organic targeting to combat the Facebook reach decline Begin experimenting with boosted posts to build confidence in your advertising approach Use custom & lookalike audiences to leverage your current databases Optimize ad targeting by utilizing numerous free advertising tools Analyze ad performance and use insights to enhance future performance

62 Pure Michigan Opportunities

63 #1 Share your hashtags and handles of all your accounts so that Pure Michigan can follow and more easily engage. #2 If your organization is hosting any events feel free to submit it to the event listing on michigan.org at: #PureMichiganEDU

64 #3 Get listed on the michigan.org Database. #4 You can enhance your listings with 360-degree Spin Tours #5 Tag Pure Michigan in photos and posts on social media channels, so Pure Michigan can like, share, retweet, etc. #PureMichiganEDU

65 #6 On Twitter, you re welcome to promote events, deals, etc. and include the #PureMichigan hashtag in your tweet for even more visibility. #7 On Facebook, feel free to visit the Pure Michigan Facebook page and post your activities directly to the Timeline to reach fans of Pure Michigan. #PureMichiganEDU

66 #8 If you re active on Pinterest, we have a number of community-contributed Pinterest boards that you could pin to, including restaurants, family-friendly activities and events, and more. #9 Pure Michigan is the #1 travel destination in the world on Instagram. If you use that platform, feel free to include #PureMichigan hashtag in your photo to get more exposure. #PureMichiganEDU

67 For questions about any of these services contact: Michelle Grinnell Ryan Gajewski

68 Q & A

SOCIAL MEDIA SUPERHERO the workbook

SOCIAL MEDIA SUPERHERO the workbook 1. Why did you join Social Media Superhero? 2. What are you hoping to learn or get out of this course? 3. What does HAC stand for? 4. Explain the importance of each