Hello Everyone! Welcome to Social Advertising Creating and promoting Substance Abuse and
HIV Prevention Campaigns Online. I will be your producer, my name is Tracey Denman and
I will be making sure that things will go smoothly as they have in the past couple of
sessions. I have a couple of housekeeping logistics to get through for you guys. You
should be hearing me through your speakers, if you are not connected by phone. If you
are connected by phone, then you should be hearing me that way as well, but your line
will be muted – we'll go over that as well. We'll go over some housekeeping and
then we'll get started. This event is being recorded. You should be
hearing me now with audio so please type in the questions box if you are not hearing me,
so that we can make sure to get you connected. The views, opinions and content expressed
in this presentation do not necessarily reflect the views, opinions or policies of the Center
for Mental Health Services (CMHS) or the Center for Substance Abuse Treatment (CSAT) the Substance
Abuse and Mental Health Services Administration (SAMHSA), or the U. S. Department of Health
and Human Services (DHHS). We do have live captioning available for you
today. If you click on the link we have it posted in the all questions box for you or
you can click on it here and it will open in a new window or tab. You can position this
anywhere on your screen and adjust the size, color and speed of your captions. Please type
in the all questions box below the slide box if you need assistance with that.
Your line will be muted during the presentation as I mentioned so if you're having trouble
with the computer you can get connected by phone and we can help with that as well, but
you will be muted during the presentation. There is a chat box on your screen and you
can feel free to use this for comments and sidebar conversation. I see a few of you have
found it so nice work with that. Just make sure everybody can see that okay because that
is how you will participate through some of the questions and things today. Glad that
you have found that all right. If you have questions for our presenters please
use the questions box and also the chat box, but very importantly, if you have any kind
of technical issues type in the all questions box as well. In addition to that if you need
you can also raise your hand. There is a little man at the top of the screen there, so you
can raise your hand and that will also let us know you need assistance, but the all questions
box is the best place for you to ask for help and we are glad to help you.
With that I will go ahead and hand off to my colleague, Candice Russell.
Thank you Tracy and good afternoon everyone. I am your moderator today. Thank you for joining
us again for the social media advertising webinar. This is the last webinar in the social
media 101 series. In this webinar today, we're going to focus on teaching you how to gain
insight on your social media strategies to inform your social media advertising. We're
also going to talk about integrating social media into your marketing plan. Our presenter
today is Carlos Morales, the founder of Viva Technology. He has been a speaker in the last
two webinars so if you joined us for past webinars you may already know that he is amazing
at this aspect of technology and social media campaigns. If Carlos Morales is ready, he
can take it away. I'm here, can you hear me?
Yes. Thank you for the introduction. So, thank
you everyone for being here. I am going to have my camera here, so you can see me. I
want to say hello to a few of you now. We have Margie, John, Melvna from Richmond, we've
got Maria Cabrera, welcome. Thank you for being here again for the third time and thank
you for coming back. The goal that we have here is to provide as much value as we can
in giving you a strategy that you can use when it comes to doing social media or online
communications. So today, really what we're doing is basically talking about paid advertising.
So, we will try to put together some of the things that we talked about on the first webinar
- social media strategies, the second one where we talked about content and now we will
talk about how we create social media ads. Those are going to be based on some of the
things that we've talked about in the previous two webinars. So, we're going to be talking
about these objectives: components of a digital marketing campaigns, what are some other things
we need to think about and consider when we're creating a digital marketing campaign when
we're talking about for substance abuse and HIV prevention.
We will also talk about once we create the campaign and people click on an ad, they have
to go to a site, this is called a landing page and I remember mentioning that on the
previous webinar as well which is a one-page site. We're going to be talking about the
power of having that site in order for you to encourage your audience to take action.
I'm going to give you examples of how all of the organization are doing and give examples
of another campaign that we ran for another grantee and the results that we got. We will
talk about budgeting because I know, based on the questions and thank you for when you
register, you answered the questions we had looking at some of the answers some of you
mentioned - we don't have a budget for it, there is no money or we've never created
a specific campaign and we're not sure how to do this. We're a little bit nervous.
Here's one thing I want to tell you – don't let that hinder the possibility of you stating
to create content for your social media. The idea is, for those of you who haven't had
hands on experience in doing this is to take baby steps. The more you do it the better
you will be at it. So, we want to make sure you are taking action. We'll talk about
that. I'll give you some examples in terms of what you have to consider when you are
budgeting for a social media campaign. I will give you the amount spent on a particular
grantee, so you have an idea of some of the things that you can do based on and the amount
of money available. So, I will give you examples of how other organizations are using social
media ads and then we will talk towards the end about how we can help you. I think in
every single webinar we have done we want to make sure that you understand and you know
we can provide free technical assistance. The idea is not for you get all of this information,
consume it or to say how do I do this now – sounded good but will be confused – we
want to get the information. This is to give ideas and strategies that we can use and how
we can go about doing it. The idea is to give the information and tools needed to help you
walk through that. As you start listening to this webinar if there are things that you
have questions and doubts and concerns to make sure that you ask the questions in the
chat room, but I want you to know that you don't have to do this alone because if you
don't know how to do it we are here to help you. Please keep that in mind.
Thank you so much, We've got Lenita, and I apologize if I am not pronouncing the name
correctly but as you know I have an accent. I apologize for that – I'll do my best.
Thank you for being here. Let's start with the presentation for the webinar. Here is
what we're going to be talking about - the digital marketing campaign. When it comes
to digital marketing campaign, the idea of creating a digital marketing campaign is to
have a plan and strategy. Remember how in the first webinar we talked about putting
the strategy together. The idea is for us is that now that we have a strategy and a
goal whether it is increasing the number of followers or creating an engagement, having
more people coming to our program or if you are doing an HIV testing day or doing promoting
PReP, now that you know this, whatever the goal is. Now that you know your goal what
are the things you need to do to create a marketing campaign?
The marketing campaign is supposed to support the strategy and help you reach your goals.
So, you have two things really. Basically, you are doing things that are organic, free,
and you are not spending any money. The only money you are actually spending is time because
you are creating content. But as you are creating content, remember that you are educating your
audience and bringing awareness. That is key. I don't get tired of emphasizing this because
what happens is this -if you don't tell your audience what you are doing in a way that
is relevant and engaging to them it doesn't matter what else you do, nothing else will
work. So, we want to make sure how the audience is consuming information in order for you
to do it effectively. We talked about that in the last two webinars. We talked about
content creation. Basically, now that we have a basic understanding
of those two concepts we are thinking about, let's suppose that we want to create a digital
marketing campaign and when we do that, the purpose of these digital marketing campaigns
is to help you through the process. You are going to do a little researching, you understand
that you are going to start creating some ads, you need to understand exactly how to
communicate that. You are going to be creating your audience profiles, remember we talked
about social media strategies and you need to be clear on who your audience is. I will
give you examples as we go through the webinar. The digital marketing campaign allows you
to do all of those things. Let's start with the audience. We are going
to be talking about four components. Component number one is your audience. So, when you
are talking about your audience you have to consider the people that you are trying to
reach. Not only who your audience is but also how they communicate. I mentioned in previous
webinars you have to know which social media channels or platforms they are using to interact
with each other. And besides social media are they using any dating apps? Is YouTube
one of the channels that they actually use the most because they like to watch videos?
So, if it's not Facebook, is it Instagram, is it Snapchat? Which social media platform
is the one in which audience is fairly present on. You need to understand that because that
is the platform you will choose to create your ad. So, let me stop there, I know that
some of you mentioned that you are having audio issues. Can you hear me okay? I want
to make sure? Please type yes. I want to make sure that you are able to…. -- thank you
so much. Yes. It seems that we are doing okay. If not, let us know and we will try to take
care of the problem. Thank you so much for responding. So, when you talk about your audience
remember you have to be clear who your audience is. In this case let's suppose that our audience
are 18 to 29, Latino and African-American gay men. If that is the audience we're trying
to reach, what is going to happen? Remember, we know with audiences we need to know now
exactly the things they are interested in. What are the websites they visit the most.
What are the apps? What is going to be the five or seven apps on their cell phones they
use the most on their phone? The more you know, the better you learn how to position
your message and where you need to be and where your message needs to be placed. These
are the questions we need to answer. For this particular example, we are going to target
18 to 29-year-old Latino and African-American a gay men -that's our audience. Let's suppose
that we want to promote the HIV platform and PReP. Let's pretend that's the service
we want to promote. How do we start a conversation? How a we start making the message or creating
the engagement? Here are two things. I always recommend doing two things. You can create
ads but at the same time, you need to create content and put it on your social media. You
have things that are free – pushing content out and you also are paying also through your
social media platform. You are paying for them to see certain or specific messages.
If we are targeting 18 – 29, Latino, African American gay men, possible topics to include
on our online strategy could be this - we could talk about common sexually transmitted
disease. We could talk about racism and homophobia and how that affects this population. What
about a connection between SDIs and HIV. What are the perceptions they might have about
HIV, or perceptions about your organization or program. This are actually just ideas in
order for you to start thinking about how you start generating content. The content
as you remember can be viewed in different ways. We talked about written content and
creating posts. You can use graphics and videos. The video is more direct and engaging because
you can have a discussion about some of these questions. This is where the power of the
tool that you will use comes into place. If you are using Facebook you can use Facebook
Live and you can do this live. Don't worry about whether you have one person seeing the
message when you are talking to them live or three or four or five. Don't worry about
that. Worry more about the content you are producing because remember, if you plan and
you have a goal in terms of as you are creating videos, you are educating our audience, you
are bringing awareness to your audience, what happens is this, as you create the content,
Facebook is recording the video and once you are done with the slide, in Facebook you can
use that as part of your ad campaign. So when you actually run a video ad on your social
media platforms – Facebook or Instagram for example. You are paying for people to
see that and it's very cheap. Sometimes you pay about two or three cents per view. Because
video is still very cheap when it comes to creating video ads – it's very economic.
So, basically you can save a lot of money and also they have better engagement rates.
This is how you can use a piece of content and repurpose it for different situations
and goals. So, you can still create a video ad based on the video you're recording when
you did a Facebook live or an Instagram live and so think about that. You can have a discussion
with a colleague of yours about some of these questions and how your program or your organization
as it is positioned to deliver the services. Make sure you have answers to the questions.
There are many things that you can do, many ideas in how you can start positioning yourself
when you are promoting a specific program. Notice that here, we have not talked about
PReP or HIV testing. Those are the goals. We're talking about topics that you think
is relevant to the audience you are trying to reach. So, the HIV PReP is actually a conversation
that can happen later on or during the presentation that you are doing through your video. But
make sure that your answering questions that your think your audience has and make sure
that you are providing solutions. These are actually examples of how you can position
your communication and the messages you will create. So, the other thing too is that when
you talk about the audience in terms of the messages and things they can start talking
about, then what happens is that the next element we're talking about is the goal. So
let's say we have a goal for the next 30 days, we are very conservative, we're new to this
and we're going to be launching a campaign and we've never done it before. But suppose
that we want 50 people to come so they can get PReP and we are testing the waters. Those
are our campaign goals and we want to be sure we know exactly the numbers we want to reach.
Remember though that this is the audience - 18 through 29 and the goal is to have Latino
and African-American gay men to come to our organization between 18 - 29, about 50 of
them in the next 30 days for example. They can actually come here and get PReP. But here's
the thing. You might be actually promoting PReP with other services that you can provide
to them because when they come or they give you a call, there are actually other things
you're going to find out about them and there might be other services you can provide to
them. So, the end goal is not only PReP. You have to think beyond that, about what other
services they need. So for this campaign we know that is the goal. We need at least 50
of them to come in the next 30 days. You might be thinking that that's a very low number.
I am being conservative right now. For some of you have never done this before and you
might say well because we don't know so were not going to reach 1000 people so we're
very conservative and it will look and sound more realistic so instead of 50 you get 100
or 200. It's a good problem to have. That's great. Right now, that is our goal and so
basically that will be the campaign goal. Here's one thing I want to make sure that
you understand, when we're setting up a digital marketing campaign, we know the good thing
about this is that we know which ad will drive the most traffic that will drive the most
amount of people. I don't know if I mentioned this before - a few weeks ago I was having
a conversation with a grantee who spent a lot of money on an online and off line social
marketing campaign and did billboards on the streets and they did some ads for buses as
well. They also did some social media did some googlead words. The problem is, they
did all of these things but the problem is when I ask, which platform offline or online,
sends you the most traffic, the one you think worked the best? They did not know because
what happens is you get people from all over, but they were not able to measure which one
was the one that was more effective. Whether was Facebook, Google, a billboard at a place
on a specific corner. They could not tell. So, when we do digital marketing campaigns
we able to tell which one works better. Why is this good for us to know? They adjust the
budget and they place more on the ad or message that is providing better results. So, I mention
this because for some of you that don't know how to do this, this is something you might
want to think about. Again, you don't have to think about it yourself, we can help you.
Once we know, what is the call to action? This is something that is very, very important.
When we talk about the call to action we want to make sure that people know exactly what
they are going to do once they see your ad. So, this is very, very important. We need
to send them to a specific place and we need for them to do something whether it's grab
their phone and give you a call or click on the ad and go to a landing page - a one page
site. So, in this case, for example I am just showing
a screenshot of a landing page. They are promoting PReP. What is the call to action here? Get
started on PReP. I'm going to show you in a little bit what this landing page looks
like. That is the idea. This is the step where you actually tell your audience what they
are going to do once they see your ad. So basically you need to be very clear on that.
If you say get started on PReP and they say register for this program or go ahead and
click here to get tested for HIV. One of the things that when you do that you have multiple
call to actions and you actually confuse people. So, if you have one specific goal make sure
you only use one call to action. It's congruent to the ad, it's congruent to the message
you are trying to deliver. So, are there any questions so far? No questions.
All right. So, let's talk about what's after the call to action. We have the audience and
the campaign goal - the second element where we decide we get 50 African-American and Latino
gay men, we want to the goal is to come to get them PReP.. That was the goal. Now we're
calling for a call to action - to get started on PReP. Very specific, very simple. I want
to simplify this - we tend to think that when we're putting an ad campaign it has to be
complicated. The simpler the processes, the better for you because you are the one setting
this up. And better for your audience because they know exactly what to do. We don't need
to complicate this. So, once we have the call to action clear then what happens next? What
happens is we create a landing page, a one-page site in which we are explaining to them now
what does that mean when you say click here to get started on PReP? What is PReP? How
is that beneficial for me? Why are you promoting this? How does that affect my lifestyle? These
are things you need to start answering because, remember, what happens is you get them to
click on the ad so they click on the ad on the landing page and the purposes of the landing
page is to basically and ultimately, have them call you or give you their your name
and phone number so you can call them. It is ultimately for them to ask for more information.
That is the goal for the landing page. In marketing, when we talk about marketing, we
talked about conversions. We talked about how many people take the action that you wanted.
So that is the purpose of the landing page - to convert and make sure that you are reaching
the people that you want to and they are taking action that you desire. So basically, for
this particular landing page - the service they are providing and that they are promoting
is PReP. One pill once a day will protect against HIV. Let me show you now, let's do
a share screen so I can show you some of the landing pages. I will show you this one and
a couple more so you know exactly what we are -- let's see here.
I am showing you my screen so you should be able to see the site. Basically, I want to
highlight a few things. When I go to this website you see how at the top is says "Call
the Chicago PReP line at 872-215-1905 for answers to your PReP questions". That's
actually the third thing people see. We call that the top of the page - make sure it is
clear in terms of where people will be able to find the information in order to take action.
The number is at the top of the page. Then below look at, you already have a sense of
who the audience is based on because of the design of the landing page and if it says
PReP, one pill, once a day protect against HIV, as they go down we end up explaining
more about what PReP is. So, as we go down here, then we have a man and a woman, African-American.
So now we know that they are targeting gay men or a straight couple. As they go down
more I want to start having a sense in terms of what the purpose of the landing page is.
So, if you noted, in here there are different messages. Once pill once a day actually tells
you that it protects you up to 99% effective when taken consisistently. That means you
are in control. PReP it helps you to take control and connect with a health provider
to help keep it on track. So, they are saying that it is covered. So, they discovered and
talked about insurance and PReP is covered under insurance. So, they are basically saying
who is PReP for? So, I wanted to understand that you are adding information that you are
going to be thinking about. You are answering those questions right away, even before they
ask them to you. How do we do that? Part of the research we have to do is making sure
that we use a landing page to answer the questions and the objections and the concerns we might
have in regards to PReP for the case. As I go down, there are frequently asked questions
that are included in here, Here is another couple. So, this is actually a very well-designed
landing page and the purpose is to educate people on PReP and they should get on it and
if they have questions they can call the number. So that is one example of a landing page.
Here is another one. This one, the PReP here.org.org as you can see the message is very clear.
Look at the message. look at the different photos. You know exactly who this is for you
and when you are actually saying, have sex without fear, that gets your attention. And
it says PReP here. What does that mean? As I go down too, if I click it goes down to
the page and click on HIV prevention medicine – it goes down to this page as well, so
pretty much all of the information is under one-page. The link you see here is part of
the page and it is not taking it you to another separate page of the website. Everything is
on this one page site. So, as you go down that there is more information about PReP.
What's the idea, once again, what is the goal of the landing page? To make sure that
I educate you about PReP and that I'm able to give you the most information possible
in order for you to actually come to us or order for you to give us a call. You want
to make sure that you are able to answer those questions. Now, is your thinking about this
page and see there is a lot of information to think about, later on I will show you a
different page where there is not a lot of information. It does tell you what PReP is
about and who it's for but it is more of a simplified landing page and we will talk about
the results that that produced. The idea of me showing you this is not to feel overwhelmed,
but to tell you the possibilities and the potential for what you can do in regards to
this. Then, this is not a difficult process. At the beginning you have to work a little
bit and do some research but once you do it you can replicate it for any other service
- to promote a service for example, that you know what the process is for the next time
that you do it. Let's go back to the presentation. Any questions? Are you still here? Are you
watching the presentation or do you have other tabs open? I want to have your attention here.
I'm just joking of course but if you have any questions let me know.
>> Thank you for answering, yes. I appreciate that.
>> Let me ask you something. This is something that is very true. I've tested this myself
and I've tried it when I run campaigns for people. But, never start your marketing campaign
without a dedicated landing page. Here's the problem. If you actually send people to a
home page of your organization website which I know some organizations have done, there
is no way you will know whether those are coming because of your campaign or their traffic
is coming because somebody typed something into Google and it went to your site and had
nothing to do with your campaign. The idea of a landing page is for you to measure exactly
how your marketing is doing. Because if you send it to your homepage, remember anybody
can go to your site. Not necessarily anyone looking the ads, but anyone. It can be a funder,
a partner or other clients or somebody who is searching something that is not related
to PReP for example. They could search something in regard to prescription drugs and it happens
to provide services in regard to that and they search with Google and they show up on
your site. That is traffic right, but it is not coming from the ad campaign. The purpose
of the landing page is for you to grab the landing page and connect it with your ads
-that's the purpose. When you do that you know exactly where the traffic is coming from
and you are able to measure whether you are being successful or not. That is advice I
always give. Never start your marketing campaign without a dedicated landing page. Then, what
you are actually doing, you are wasting money. Remember, you are paying for the ads. Every
time someone clicks on an ad, you are paying. Every time someone views your video, you are
paying. You want to be sure you know exactly how you managed that expense and you know
which ads are producing the results you desire. By having a landing page you are able to do
that. We have some questions here. Which is most effective? Paid marketing campaign
versus free. If you are doing that right now – the most
effective that you are going to find out. If you are starting with zero, unless you
are an organization that has 1000's of followers they might not necessarily pay a lot because
they have a brand established with followers and audiences but in this case for most of
you the most effective will be the paid marketing campaign. However, if you do both at the same
time it will be more effective. Here's one thing I want you to think about. Don't let
go of your campaign for a paid campaign. You have to have a combination of both. For one
reason when we talked about content marketing in the second webinar I told you that Facebook
was making changes in their algorithms to make sure now that they were going to highlight
any post that come from a friend or family versus post that come from business pages.
The idea is that they want to make sure when people go there they don't get inundated with
ads. They are changing the rules. That happens. It's their property and their house so they
can change the rules as many times as they want to. We can get mad or upset or we can
get creative and take advantage of an opportunity that Facebook is giving us and what is the
opportunity? Facebook says the way we will put relevance on your page if you produce
content that is engaging in your audience. If your audience is engaging with you, if
your audience is commenting, if your audience are cheering, that means that for that particular
audience your content is important, so Facebook will make sure they see that when they log
into Facebook or Instagram. So that means that as social media managers or marketers
or anyone who wants to promote a program or service, we have to do a good job of creating
good content. Here's the other thing, even without the change, that change shouldn't
be necessary in order to do that. Because what happens is this - You have a lot of organizations
creating content and I look back at the organization and the number of followers that have not
increased. It's still the same. I can guarantee you that because of that they are not getting
a lot of engagement. Also, because they don't have the strategy behind it that says the
content behind it will generate an extra 100 likes with no goals behind it. That's a mistake
I don't want you to make. Make sure that if you create and have a free and paid strategy
because when you do both, you're going to actually see some very good results. Don't
create content just for the sake of creating content, because you are going to be disappointed
– it didn't work. The fact that it didn't work was because you didn't have a plan
behind it. You were just creating content, but didn't know exactly what you wanted
to achieve with that content. It might look good on paper and the page looks busy, but
what happens when I look at your interaction and engagement rate and I only see one like
or two likes or no comments at all that I know that people are not seeing your content
and that people are not interested in what you are actually communicating. What does
that mean? Am I targeting the wrong people? That means basically you are competing for
people's attention and your content is not generating the engagement enough in order
for you to have more reach. If you are doing in organic, free strategy you want to be sure
what you want to accomplish with the post you are creating and you want to use video.
Video is still a great tool –for you to generate engagement. Because Facebook gives
more relevance to video than any other type of post. So, think about that. Then you can
pay five dollars or $10. We will get to that in a little bit that you can pay a little
bit of money to start to reach people. Don't be afraid to do it. If you have a plan, the
plan will make sure you are not wasting money. So that's that idea.
I know a lot of you are nervous because you are new to this, I don't know how to do
it. The key to actually be successful is for you to put the strategy together so you know
how to measure this. We can help you to do this. I want you to realize that we are not
talking about something that you cannot do. You are able to do this if you have a plan
and a good strategy behind it. If you don't want to do any of that and you create content
and then you pay for $10, $20 and you don't see the result, then of course you are wasting
time and resources, okay? >> Another question I have here is - I can
see how a social marketing campaign with a landing page would work well for a younger
targeted audience but how does this work for a 50+ audience. Well for 50+ audience age
group it works really well. Because if you notice, for Facebook for example we have
>an older audience - 45, 50 a lot of those. A lot of the people are using Facebook. There
is a lot of ads in regard to them. They click on a link and go on a landing page. But think
about this, you and I consumed digital information 24/7. I want you to think about a landing
page. A landing page is nothing different that you see on the Internet. When you go
to the news, you go to a website. When you are trying to find information about a business
or you want to check out a movie, you want to set up a doctor's appointment or you
got sick and you trying to make understand where you can go, you go to the internet.
And end up looking at websites, for whatever information, whether it's news, whether it's
health related, whether it's entertainment, you go to go to a site. You are not doing
anything that other people are not already doing. What you are doing is creating another
site but with a strategy in mind that is very specific. It's just a one-page site. That
is what you are doing. You are still providing that information that they are already consuming
in the internet. That is what I want you to think about. Regardless of the age group,
the landing page works really well. What actually matters for any age group is the way you position
the message and whether it's relevant for a younger or older audience and which social
media platform you will actually use. I mentioned this in my last webinar. I know that probably
some of you, one of the audiences that you want to reach are teenagers and we say well
teenagers are not on Facebook. Okay I get it. A lot of teenagers are using more Instagram
and Snapchap and other apps as well. Great, but here's the thing I want you to think about.
If the message is targeting teens, ok you might want to start using Instagram. Instagram
is a visual platform and you can use pictures. You have to understand that that is what you
have to actually have to do. That's great but what about then reaching the people who
have influence on the teenagers that you want to reach, which are parents – are they on
Facebook? I guarantee they are. Can we use Facebook for that purpose? Yes. Now you're
having a good strategy in which you are targeting the audience that you want to reach and also
targeting the audience that surrounds teenagers that have a big influence on those teenagers.
When you do that you are actually compounding the amount of result that you will get. I'm
telling you this so you can open your eyes and be more strategic when you do this. Not
just concentrate on just the audience you want to reach but think about those who will
influence the audience that you want to reach your target. So, let's see here, question
number one, how many of you created a landing page specific to a service or a bank that
you promote it? Yes or no. >> How many of you have created a landing
page that is specific to a service or event that you have promoted? If the answer is no
tell me why you have not. >> So most of you have not created a landing
page only a few of you who have. So Johnny, hey, great to see you here thank you for coming.
Skills needed and access to website. I get that. We need to get more information to complete
the landing page. Here is part of it. With this skill set you might think how do I create
one because I'm not a graphic designer or a web designer and is it difficult to actually
create one. The thing is that now they have tools you can use to create a landing page.
Some of those tools, yeah, you'll pay but it's cheaper than paying a graphic designer
or web designer. But I understand that sometimes you might want to use if you have the resources
for a graphic or web designer, they could create something for you and the only thing
you do now is update it with new content and maintain it. There are many ways you can do
this and the perception that we have is that creating a landing page is something difficult.
Now I understand that. From that perspective I understand that may be some difficult because
you've never done it before. And if you look at one and you look at all of the colors and
all of the stuff, but, don't let that stop you from actually getting someone to do it
for you or investing in a tool. If you want to start playing around with it. I've done
landing pages for other grantees, but at the same time once this is created they can manage
it themselves. They can change the text or the message but the design is already done.
There are many things that you can do. Don't let that stop you from actually creating one
if you think it makes sense for your marketing campaign. We can talk more about a landing
page and the tools you can use. A little later I will show you an example
of a landing page that we created and the tools that we use so you know it does not
have to be difficult. Rebecca is saying that I could use more information.
John is talking about identifying priorities that will drive marketing strategies. There
are templates that can be used at WIX.com. You can use it to create a landing page. That
is free. In terms of still learning more about the
approach and identifying priorities that drive marketing strategies, what I want you to start
thinking about, even though you are trying to identify strategies and an approach, this
is something we can spend a lot of time doing. When we do that we are stopped from implementing
because it takes a lot of time and you don't know what will work and what will not. So,
you can actually sit down and develop a strategy, launch your campaign and you change as you
go because the data you are getting will tell you what is working and what is not. Sometimes,
we think if we do it this way or that way, we will have better results and we could end
up taking care of all the details and it takes a while for us to launch something. There
is one thing - if you are launching a social media marketing campaign, the first question
I will ask is are you active on social media? Are you creating content? You may not need
a landing page if you just have content, because what happens is some people will go back to
your social media presences to see how active you are. If they don't see a lot of content
they will think there is not enough information in here. You don't have to go to a marketing
campaign right now but you can start to create content and cause them to engage. After you
do that, you can use some of the content and incorporate it into your communication strategy
or your ad. Thank you for the feedback, John, very helpful.
You don't want to get slowed down by overthinking. If there is anything we can do to help, let
us know. We will end the polls. So, we had 38% that
said yes, you have created a landing page but the other 61% said no. Let's continue
with the presentation. We can have much more conversation on this,
but for those of you who have created a landing page I would ask what sort of results have
you gotten? Has that benefitted your program, your marketing campaign? If you have comments
in regard to that, put them in the chat so I can touch base on that later as well.
>> So, on the basis of a paid ad, whether you are using Facebook, Snachat, Instagram,
what do you want people to do when they see your ad? One thing I want to make sure is
that you need to be clear on what your objective is. This impacts how your ad is delivered
on the social media platform. What's the campaign objective? Is it traffic? Engagement?
Is it video use? What's the objective? What is it? What are you trying to do? If it is
traffic, that means that you are sending traffic to your site, your landing page. If it's engagement
that means you are looking for someone to comment on the ad itself and start to generate
engaging conversation. If it's video views, you want more people to see the video and
the more aware they will be of you and your organization or program. Is it conversion?
If you go to a landing page that provides information to you like name, email and phone
number, every time somebody does that it counts as a conversion. If someone goes in and puts
in information, it's a conversion. If another person goes in to put in information this
counts as a second conversion. You have to be able to know what the objective is. So,
having said that, let me share my screen because I will show you what we can do. Right now,
I am showing you the Facebook Ad's Manager where you go to create an ad on Facebook.
There are three different marketing objectives that you have. You have awareness, consideration
and conversion. Basically, for the most, if you are out trying to recruit people, to have
people come for testing or for PReP or you are recruiting people for your program, what
I look at in terms of the objective is the activity of traffic. I look at traffic because
traffic is basically, looking at that and saying, what Carlos wants is that when he
creates his campaign, when you click on this this ad it will send traffic to the landing
page. That is going to be my market objectives - to send traffic to the landing page. Remember,
when we talk about conversion, whether we are selling something for business for the
most part, if you are selling things, to look at conversion when the purchase happens. When
the person bought the item you are selling. That is a conversion. A conversion can be
when someone gives you the information that you want, name, email, phone number. They
are giving you some things, in this case they're giving you content information or in the other
case, the purchaser, they're actually giving you money to purchase or buying something
for you. Depending on what you want, you choose your objective that you need. Again, if you
want to do this and you think you want to set up a campaign, we can help you with this
but I wanted give you a sense of some of the things that you need to think about. Let's
go back to our presentation and let's go here. What we did not want to happen has happened
and I have a black screen in front of me. So, here's what I will do, I am going to log
out and log back in and in the meantime, I will do this really quickly. If somebody can
help me go to the next slide in the meantime while we're doing this, that would be awesome
because I can actually talk about the next slide when we have
this open. You are all set.
We're on the slide where we talk about the Facebook Ad Manager screen with a three-part
final -- funnel for ads. Thank you, I am back. So, we look at awareness, we look at consideration
and conversion. Those are the three object – some of the basic things you will manage
when you create an ad campaign. So basically, as you do that you have to be clear on terms
of what you want to accomplish. Let's go to the next slide and you can budget. When we're
talking about paid campaigns, we're talking about creating a budget. You can budget advertising
spend for search, display and retargeting, mobile and social. What it means is this,
let's suppose that you are creating a campaign in Google Ads and you create a campaign and
every time someone types into Google they will see the ad, for example, so if somebody
clicks on the ad, you are paying. In this case for the most part when we use social
media, it's not necessarily that people are looking for you and typing into social media,
it may just be that they see your ad when they are interacting with friends on social
media and they see your ad and if it's relevant to them they will click on it. You are displaying
ads. That is the next activity you can budget for. When you display ads, in this case, when
we create ads on Facebook, Instagram or Snapchat even for other platforms like craigslist for
example, you are actually creating display ads. They see a banner, or a link, or a graphic
and they click on it. What does retargeting mean? This is something
we don't have time to talk about. This is a powerful tool. Retargeting means that basically
if someone sees your ad and clicks on it, if they go to the landing page they may not
take action yet, but they have seen it and that means they are interested. You can retarget
them based on how they engage with your ad and landing page. In other words, they will
see an ad the next time they log into the social media platform. Sometimes, people need
to be presented with the same product at least seven times before they make a decision or
purchase. So, as you retarget them with different ads and messages and eventually they will
take action. So, this is something that not a lot of organizations take advantage of.
There is a lot of money that is not being used and you can get even better research
when you do this. So, what about mobile? When you create ads on social media you tell Facebook
or any other system that you want the ad to show in the app in their smartphone. So for
the most part, the 98% of the audience that you're to reach will see the ad under a
smart phone So you always want to make sure that you budget for that as well. We're talking
about different social media platforms – all of them you can use to retarget. Having said
that, let me talk about some of the things you pay for - you pay a cost per click. When
someone clicks on your ad, you are paying. The cost will depend on the social media platform
that you choose. One campaign that we set up for a grantee
we actually chose the cost per click. For us it was important that the people we are
trying to reach, click on the ad. You have two options. You have cost per click and you
pay every time they click on the ad. Then we have the other option which is cost per
a thousand impressions. That means every time your ad is shown at least 1000, times you
pay. You can use this for more of a brand awareness approach and you don't necessarily
have a link there, but we promote the organization and brand and where there is a video it can
be a video where you are talking about a specific subject, but you don't have them click on
something so they can go to a different page. You are creating awareness – the brand awareness.
You pay for the amount of people that get to see this, as many people as possible, based
on your target audience That's why it's called CPM – cost per a thousand impressions
- The amount of time the ad is shown, not the amount of times they see the ad, the amount
of times the ad is shown to your audience. The ad can be shown, 10, 20, 30, 40, 50 or
100,000 times. If the ad is shown 1000 times it doesn't mean 1000 people see it, you could
just have 100 people see the ad because they saw it multiple times and that counts. Those
are the things you want to consider when you talk about budgeting. Basically, I want to
touch base on budgeting and show you now some ads that we created – the audience promoting
PReP. Remember that the original audience with 18 to 29 African-American and Latino
gay men. So, basically, we created ads for more than PReP for this particular audience.
I will show you how we did this but I want to read something. Allison had a question.
"We are a health care center and we had established a brand within the community,
but find it hard to engage with patients online. How do you get someone to follow a healthcare
page and then engage with it from there." My question would be - What kind of content
are you creating that you think is relevant to your community? Is the content itself engaging?
I want you to hear me out. A lot of the answers to this has to do with how you are actually
creating content. Are you using video, are you for example, every time you have someone
new on your staff being introduced into the community on your social media platforms,
or are you trying to explain to audience some of the things you can do with them, are you
using graphics or are you using pictures where you can humanize your center? There are many
ways that you can do this. Think about this. Your audience is already consuming digital
information and when they go on Social Media they like to look at pictures but if they
don't see the same thing from you and the content you are creating is not relevant to
them they are not going to pay attention. So, a lot of the answer to that depends on
the type of content you are creating. That's one of the things I would ask. What is your
content strategy and see if you are very clear of what you want to accomplish.
Let's suppose you have a health care page and suppose you have 100 followers. Let's
say you want to change that to 500 in the next three months. You have to have a goal.
The question is what do we do to increase that? You can do a combination of two things,
create good and engaging content and then create a Facebook ad like campaign where you
use Facebook to reach a specific audience for them to like your page, but in order for
them to like your page, you have to keep creating good content because people will see that.
So, you have an approach where you are using free with the content and paid. The money
doesn't have to be a lot. It could be $100 for the next 30 days to make sure you increase
the likes then you can make an educated and informed decision in terms of how you need
to adjust your ad campaign to reach 500 people or have 500 followers in the next three months.
That was just a short answer without knowing much about the content and looking at your
Facebook page. I hope this is helpful let me know if you have additional questions.
I'm glad Allison – glad I was able to provide the answer that you were looking for.
Which ad was the most effective? We have 4, 2, we have 3, 2 and 4 so far. Allison and
John, 1. So we have one 3, 2 4s, and 1. Fact, the ad that was the most effective is number
three. Can you believe that? Look at how simple the ad is. Here is one thing. As marketers,
we have to be humble and because even though we might actually know how to put a campaign
together, we might do research in terms of the audience that we are going to get surprised
every once in a while about how the audience will respond. This means that our marketing
depends a lot on what we think could happen and on research. Once you implemented and
once you tested is when you will know exactly what your audience is looking for. So, number
three was the one that actually drove the most traffic to the landing page. Number three.
If you look at the ad, you might say that it is boring that it's just announcing PReP
and the bottle of pills. That is it. But, for some reason that ad was effective. Now,
having said this, when we created this ad Facebook gives you a score from 1 to 10. One
is bad for engagement, people are not interested not seeing it, not even clicking and 10 is
very good, they are engaging with your ad and clicking. We had a score of nine in all
of these four ads. All of the four ads together were doing pretty well. The one that created
the most clients was number three. What does that tell you? It tells you that we have to
test and create. We cannot pretend that we know it all. We have to test because the best
way for us to know our audience is by testing and by seeing how they are engaging and how
they will see our ads and what will be relevant to them. So, you want to keep the message
simple and easy to understand. The second ad that was most effective was which one do
you think? Out of the for which was the second most effective?
>> 1, 1, okay. John says to 2. -- Ricardo, 1.
>> Okay. >> Spencer, 2 after number three the one that
was most effective after number three was the number two. It's interesting. Right -- you
are showing two guys holding hands. It was three, two, one, four. All did really well,
the nice thing about social media You are able to see which one performs better than
the others. Basically, it is interesting - the message was important and we tried to answer
so many questions by placing the messages in this way. Let's see, I will actually show
you another landing page that we use. When people click on this I will show you the landing
page that we use for traffic. I will show you my screen right now. I can share my screen
and here it is. This is the landing page. That me tell you something about this. This
is something we design for this particular organization. The first version of the landing
page we had couples kissing in this part of it. Here's one thing you might learn as you
create this thing, depending on who the administration or management team of the organization of
the initial landing page they might have concerns. You are putting your organization's brand
behind it- their concerns are legitimate. Basically, want to make sure that it goes
with the mission of the organization. This only serves the LGBTQ community as a whole
and you want people to say is there any way that we can still instead of having couples
kissing or making out, can we still use pictures of the audience that we serve without them
having physical contact. So, we created this. We have a picture of this guy who could be
an African American or a Latino as well. And then we have this guy who when you see would
basically think he is Latino. Even the first version, we had the skin color was not a dark
skin color -- they came back and said our organization serves this particular population
and their skin color is darker - so we use this. Here's one thing I want you to get
out of this. I want you to look at the site. We have to work within the goals of the organization
and we have to take into consideration what's important to them. We can come up with a different
design and we have to deliver the message that they want us to deliver. Basically when
you look at this the first thing you see besides the logo is call info and text to get PReP
now - the numbers at the top. You made the right decision, we have you covered with PReP.
And there is a form to fill out if they want to fill it out. We actually see here a picture
of the audience they are trying to reach. The other thing is we want to keep the message
simple. So, we said what is the message? We have to explain what is PReP. We define here
what it is and then we say who it is for. PReP is recommended for people who are HIV
negative and are high risk of HIV Infection, those who have sex with those who are HIV
positive, men who have sex with men. We list different reasons and different categories
and behaviors in terms of who PReP is for. So, when your audience goes to this landing
page they say do I fall into any of these options and if I do, I might actually give
them a call. This and do I qualify for PReP based on what is being described. We did that
and we actually talked a little bit about what PReP is. They use it along with other
HIV prevention strategies and we also talked a little bit about the benefits of PReP. We
talked about why you might want to consider using PReP. We actually put in the address
and the map, so they can see where to go without calling.
>> We want to know any kind of barrier they might have. The more information that you
have that is relevant to this audience, the better. In this case this had the number,
address and a form. This page performed really well. Let's go back to the presentation. Basically,
they ran this campaign on Facebook for about a week. And also used Grinder. The result
they got out of this campaign - they had about 50 people for about a week that called them
and texted them and they filled out the form and they used Facebook messenger as a way
for them to interact because this was actually being run on Facebook and created a test campaign
using Grinder. Why? For this particular grantee they actually did another dating app and they
had a bad experience with that and we went with grinder. They were great with us, with
explaining what they were able to do and we're creative but they were able to deliver this
campaign and Grinder makes sense. So, they are using grinder. Basically, this was for
an audience in Brooklyn and Queens, New York. So, it was very targeted, we knew exactly
what we wanted but after it was over we got enough data because people were actually calling
in to ask additional questions – insurance was one of them. What if I don't have it,
am I covered and the other was well I have a partner who is HIV-positive and I'm not?
And I understand that based on the page I might want to think about using PReP. There
were other concerns and fears and so the idea was for the people to call them and start
the conversation. What you think we would do now the next time we run the campaign.
We're going to use that data to improve the methods we have used in the past. And
also improve the landing page as well. In order for us to maximize the amount of people
interested in this. This was a one-week campaign and in one week we had 50 people. We spent
$300 on Facebook. But, here is one thing about it. As we were spending $300 we started to
actually be more selective in terms of looking at this as $300 worth of test money. We had
a little freedom in terms of the ads that we wanted to create, what made sense for them.
So, we did quite a lot of things and spent money just to see how people reacted. They
had a budget available and still have and we're going to be running another campaign
for them and so this is one of the things you can do. You can have a very good campaign
for even three of our hundred dollars – you can actually run a very good campaign using
Facebook. And if you use a video.. for this grantee we actually used videos for the next
campaign that if you use video as it gets cheaper. So, I basically want to give you
a sense in terms of what you can do. So, let me go to the next slide. So, in order to advertise,
Facebook, Twitter, YouTube ,Instagram, LinkedIn, I want to give you a sense because Facebook
is the most popular. Instagram, you have to use images, you have to use images and videos.
Those are the things that you need to be sure you're able to use these. You can advertise
on YouTube but you have to create videos the same as for Facebook. But for Facebook you
don't need any equipment you just need a smart phone. If you want to target other organizations,
LinkedIn. This works really well for business-to-business. Snapchat has a lot of limitations even though
businesses use it, I've been able to see one or two HIV campaigns but in terms of the reporting
of Snapchat it's not as good as Facebook or Instagram, for example. Then Twitter is another
way for you to also promote as well. So, these are being used for other organizations where
they promote a specific webinar because they are promoted to other behavioral health professionals
and they use Twitter quite a bit so Twitter has been a good tool to generate engagement
if you're promoting the training. You can do Twitter chats. There are so many things
you can do in Twitter. Let's go now and see what else to advertise. I want to touch on
these with you really quick. Google Adwrods and Scruff. Com - if you are nonprofit that
serves LGBTQ, you can advertise for free. They have a free advertising plan for serving
LGBTQ communities. If your organization falls within that you can go to scruff.com all the
way down, and you can register, you have to confirm you're a nonprofit but it's a great
way for you to start. If you're not sure yet and you don't want to spend a lot of money.
Craigslist, I know a lot of grantees are using Craigslist as well, and then Reddit. I did
a webinar about a month ago with another grantee on how to user reddit because they are considering
using reddit to advertise their prevention and treatment program. There are other organization
using reddit as well. When it comes to substance abuse and alcohol and other drugs, they are
using Reddit as a way for them to create banners. It's not as robust as Facebook or Instagram
were YouTube but they are starting to give the opportunities and give them to businesses
as a platform for advertising. So, Reddit could be a good way for you to start. You
will have to pay of course, but it's a great way to build a platform and test to see whether
Reddit works for our organization and test. You might save money because they are enhancing
the advertising platform and you are able to test Reddit with a few more images.
>> So really quick I want to give you the stats. We talked about advertising this is
more, we're talking about in this case for African-American and Latino gay men. One thing
we looked at was what social media platform will make sense. Grinder, daily use is 54
minutes a day and they have about 3 million daily active users. So, after Grinder is Facebook.
So, looking at data you say it makes sense to use Facebook to create these ads, and then
we have Tinder and Snapchat. So, we want to choose one or two platforms and go in on both
of those to make sure that we actually create a good campaign. Are there things we can improve?
Definitely. Because we have enough data from the first one that allows us to improve the
methods and positioning and improve a lot of things to get a better result. That is
what the campaign is all about. It's about you being able to improve based on the data
you are collecting on a daily basis. I wanted to give you this so you know the reason behind
it and why we chose the platform that we chose. Have you ever used a dating in your marketing
campaign -- a dating app in your marketing campaign? We have another poll question. Have
you promoted your program and a dating app? We have 30% saying yes and 70% saying no.
I will end the poll because we don't have a lot of time but I wanted to have the sense
in terms of whether you use it or not. This is basically something you might want to consider.
Scruff.com again, if you are working with the LGBT community and you want to launch
a campaign, scruff is a good way to start because it is free.
>> I'm going to end with this. We have the 10 best practices for planning social media
ad campaigns. I will run through this quickly because we've talked about it already. #1
Plan with the ad will say, who to target and what action you want them to take. I showed
you examples of those ads. This is based on the ad and the message that we have. You want
to drive one action, in this case the action that we drove was actually to get PReP or
learn more about PReP, we need to look at traffic sources and the reason why we chose
Facebook and Grinder. Do your research and make sure if you use Facebook or Grinder that
you pick your platform for who you want to reach. You do research in terms of the audience
and how we want to position the message. This is part of the research that this is what
you need to do. Then use a combination of visuals to make the ads stand out. Use all
of the visuals that we use. There is one thing we didn't do, we did not look at organic post
because we had money to do the campaign. So we are not limited by money, we have a budget
so let's just go ahead and put the money available to create a marketing campaign. But if the
budget is limited or you want to you can use both, organic post and then paid as well.
Look at your budget to see how much each new participant or program is worth, start with
$100. The budget is small have to have a good strategy and then you can maximize it as much
as you can. Test multiple combinations of images, copies and calls of actions and other
things that I showed you examples of. Engage your users. One of the ads we created we said
that the PReP was effective up to 90% of the time. If you read that and you hear that,
PReP is effective up to 90% of the time, what do you think people will say when they read
it? You are not going to have the effect right away, in fact the comments we had in one of
those ads because we made a mistake was that people were saying if it's effective up to
90% it means it could be up to 10%, up to 20% or up to 30%. It's totally different
when used they that PReP is effective 90% or more, instead of up to. So right away we
changed our ad and we engaged with them to answer some of those questions. It was good
because it generated some engagement. That is what it means when you gauge the user.
You identified the problem, you provide solutions right away and in that case, they had a problem
in regard to PReP because we made a mistake in terms of the copy. Then participate and
monitor the comments. That is what we did and basically we took the ad and changed it
and put a new one in to make sure that we fixed that part of
the campaign. >> Define your social media campaign goals,
we wanted to reach 50 and in 30 days but we reached 50 in one week. Know your audience.
Ages 18 – 29, gay Latino and African American men. Design your landing page – I showed
you that. Choose your social media ad platform – we chose Grinder. Create a budget, we
spent about $300. Test and analyze and then make necessary adjustments. That is the end
of my presentation and I hope it was valuable and helpful and again, please ask for technical
assistance if you want to. Talk to your officer and submit a request. Thank you so much. We're
out of time. >> Thank you Carlos, that was a great presentation.
For everyone else who has joined us for the Social Media series, if you're interested
in building a social marketing campaign or need help with social media websites that
we do offer technical assistance at the center. If you are interested in getting TA, just
know there is no cost to your program, SAMHSA takes care of all of the cost for you. Talk
to your GPO and once you get that clear, enter A TA request in SPARS.
>>Finally, we do offer continuing education credits for
this seminar. Complete the quiz on the screen now and
you will receive an email with your certificate. If you have any additional questions, ask
us bhhivtac.@ahpnet.com which is also listed in
the public chat box. Thank you for joining us and I hope you
have a great day and
good afternoon. >> [ event concluded]
For more infomation >> Keurig KSelect Coffee Maker with My KCup and 48 KCup Pods - Duration: 23:57. 
For more infomation >> Driving You Crazy: Schaad Road - Duration: 2:47. 
Không có nhận xét nào:
Đăng nhận xét