1. Digital Marketing
Tuesday 8th October 2019

2. Social Media Usage 2019
Source:

3. What is a campaign?
A digital marketing campaign is an online marketing effort put forward by a company to drive engagement, conversions or traffic. The company will use social media platforms for awareness by pay-per-click campaigns and content marketing to reach their audience.

4. Advertising Channels

5. Reporting Platforms

6. Attention
Human attention span since year 2000 has reduced from 12 seconds to 8 seconds
You have seconds to get a persons attention

7. Thumb Miles – Thumb Stoppers
inches
28,896
feet
2,408
meters
734 km
0.73
miles
0.46
inches
346,751
feet
28,896
meters
8,807 km 9
miles 5
Distance scrolled on your
mobile per year
Distance scrolled on your
mobile every 5 years
Burj Khalifa
Mount Everest
Source: Stringberry Thumb Miles Report

8. Who sees your posts
6.4%
93.6%

9. Facebook Algorithm

10. Instagram Algorithm

11. Engagement Rate-2017
0.33%

12. Engagement Rate-2018
0.19%

13. Engagement Rate-2019
0.12%

14. When to post

15. Student Recruitment Funnel
Time

16. Imagery & Video

17. Trinity College Dublin #InspiringGenerations

18. Imagery-UCC

19. Typical Campaign Structure
Each campaign corresponds to a single advertising objective, like driving website traffic.
Campaign
Set a budget and schedule for each of your ad sets. Also define your retargeting, placement selection and bid settings at the ad set level.
Ad Set
Ad Set
Each ad set can include multiple ads with different images, text, CTA buttons, links or videos. Ad Ad Ad Ad
Retargeting consists of website visitors, video views, engagement & CTA clicks.
Retargeting
Retargeting
RFI Form

20. Ads Manager
Ads Manager is a unified ads creation tool where you can create and publish ads to Facebook, Instagram, Messenger or Audience Network.

21. Objective

22. Audience
What makes Paid Social advertising so cost-effective but ROI generating is the targeting options. Unlike traditional media outlets, on Social you can target people using a variety of factors that can break down the social media site’s billion plus users into small, easy to manage audiences.
Facebook has 29,000 data points on each person on average

23. Placements

24. Placements ( Continued)

25. Budget

26. Advert

27. Dashboard

28. Ad Example

29. Facebook Pixel

30. Strategic Re-Targeting

31. Budget Allocation

32. Facebook or Instagram

33. Facebook or Instagram
We see that Facebook has more users, while Instagram is more common among younger users and may be a better target for companies who want a younger demographic. 
Facebook is better for direct response advertising and Instagram is better for brand marketing; focusing on the quality and aesthetics drawing brand awareness.
Engagement
While both Facebook  and Instagram get many daily user interactions, Instagram gets 58 times more engagement per follower than Facebook with a rate of 4.21%

34. Little or No Text

35. Numbers get peoples attention

36. Social Media-Video

37. Discussion