PSEWEB: Paying your way to the top – advertising on Facebook and Twitter

Here’s a presentation I delivered at the PSEWEB Conference in Toronto, Ontario on July 28th 2014.

“You should think that you can get to the top of the social networks organically. This should be the “right” way to get ahead. Well, it isn’t exclusively the way to get there. Advertising on Facebook and Twitter, with a budget, can yield significant results for your business goal as well as positive results for your brand.

Having spent the last 4 years advertising campaigns on Facebook and Twitter totalling in the six figures, I’d like to share insights, failures and successes.

Here’s an overview of the presentation:
- Earning executive support
- Proposing and implementing a plan
- Adjusting your strategy”

Elections 2.0

With the government of Canada announcing a May 2nd election, it prompts me to think that there will certainly be a new type of campaign this April.

Politicians will rely heavily on social media support from their most loyal partisans and use all resources at their disposal to sway the undecided. Already, I’ve seen Ignatief and the liberals reserve the headline ad of facebook with a 30 second spot from Michael.

I will be closely following the evolution as well as the new initiatives that will certainly emerge. I doubt it will be enough to simply have a page and create a discussion. The winners will have to innovate, persuade and deliver.

Carpe diem.

The Brand Bowl

With the Super Bowl representing Television’s biggest event, ever, it creates an advertising platform that makes marketers salivate. How could I resist talking about it? 

A few stats to establish the reach; 30-second spots averaged 3M$ (roughly 100,000$/second) and the game that was watched by 100M people. Of those commercials, only 17% included Social Media influence – baffling. OK, some brands like Telecomm companies don’t want to have a social presence (can you imagine the volume of complaints?). I think the take away here is of that 17%, who did it well? Here’s a look at the auto-industry. 

Volkswagen
In my view, the clear winner for what they did before the Super Bowl even begun. Sharing their Darth Vader impersonator early, they spread the commercial through social media and hit 12M views (now at 18M) on YouTube before kick-off. They did a great job by not sharing their social addresses at the end of the commercial in my view – taste over efficiency here. 

Chrysler and Eminem 

To me this commercial dwarfed Lipton’s Brisk lengthy spot by focusing on a sense of community and featuring the story for the underdog. Their measured up favorably online as their spot was cited nearly 20,000 times online in the first hour it aired. It didn’t have built in social media, however it was rock solid it didn’t need a tweet push.   

Ford Motor Company 

Can’t remember or YouTube Ford’s commercial? You won’t. They sat out the Super Bowl in favor of reaching out to bloggers and engage over the landscape. Winner. If you think Chev did a better job, remember they friended someone before a first date and read an audio facebook feed, give me a break.

Chevrolet

I went back and forth a couple times on this one. On the one hand, they did have some solid spots but I just can’t get past their facebook feed being read by the car. This ad just ruined their commercials for me :(

To see these ads visit Ad Age . One last note, why can’t advertisers make it easy for us and provide their Facebook URLs or Twitter addresses instead of “find us on Twitter” – no way I am searching for your name from my BB ;)