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AMA | Social Media Breakfast Series
February 26 @ 7:45 am - 9:00 am
A Big Bowl of Social Advertising
| How to Eat Paid Social Strategy and Execution for Breakfast
Media planning and buying used to be reserved for specialized agencies and deeply entrenched professionals. That’s no longer the case; in-house marketing teams, PR firms, and full-service agencies have owned social media for over a decade. Now that paid promotion is the core of every social marketing strategy, the work we do as professionals requires knowledge about this deeply complicated advertising environment. Adapting to the rapidly changing world of social advertising is a constant work-in-progress. For every change Facebook makes, there’re a new set of challenges to overcome.
This live interview series, hosted by digital marketing leader Kyle Psaty, will explore the challenges facing social advertising practitioners today. Together with his monthly guests, he’ll detail what’s possible strategically and get into the details of making it work day-to-day.
Wednesday, Feb 26: Setting Expectations with Stakeholders
| Designing a Facebook ad strategy your CEO or Client will love
There’s a lot you can do with a social ad campaign, but you have to go beyond a strategy that simply sounds interesting; if you want to grow your company’s investment in social advertising or take your paid strategy to the next level, you have to focus on intended business outcomes.
Wednesday, Mar 25: Creative and Messaging
| Advertising authentically in the human world of social
Video has become extremely popular in social advertising. Production value can really matter, getting your point across in 3 seconds or less is critical, and the need to tailor creative so that it feels native to the platform will never go away.
Wednesday, April 29: Pacing and Performance
| What the heck is optimization, anyway?
Although Facebook and other channels would have you believe that you can simply put dollars into the machine and expect strong results, the value of human-based optimization is still very real. If you care about performance, you must start with pacing, and set your split tests up in advance.
Wednesday, May 6: Learning from Every Dollar Spent
| How to measure, report and deliver insights
Insights aren’t something you “uncover” by sifting through a sea of data after a campaign ends… They require upfront thought, consideration and clearly articulated hypotheses. Social advertising is a great way to answer questions about your messaging, products, and target audiences, but you have to clarify those questions in the planning stage if you want to deliver answer after the flight wraps up.
A big THANK YOU to our Breakfast Series Sponsor, ITX!