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Not late yet! Beginner's edition of SNS advertising starting from now on
～ Seminar Report ～
Seminar outline
theme
Not late yet! Beginner's edition of SNS advertising starting from now on
Date and time
Thursday, March 5, 2015 13: 00-15: 15
Place
GMO Payment Gateway Tokyo Headquarters Large Conference Room
Teacher
Part 1 GMO Payment Gateway, Inc., Ltd. Customer Attraction Support Department Consultant Kotomi Tanide
Part 2 GMO Payment Gateway, Inc., Ltd. Customer Attraction Support Department Consultant Haruka Ohno
[5 tips for in-house support for advertising operations]
At this seminar held on March 5th, we talked about the basics of SNS advertising, which is now a standard promotion method, under the title "It's not too late to start SNS advertising for beginners".
In our seminars so far, we have asked participants to fill out a questionnaire. The most common response to each questionnaire was "I don't know how to use SNS, I'm worried." This seminar was held in response to such voices.
Part One
【1】 Learn about the current state of social media advertising
First, Tanide started the seminar by introducing his perspective as a "single SNS user" before explaining SNS advertisements.
What kind of SNS has a woman in her 20s used so far, and for what purpose does she use these SNS? This is also a respectable consumer report.
The instructor Tanide has used the following four that are also well known in Japan.
- Facebook
→ Business use, such as collecting information related to web marketing - LINE
→ Communication with friends and family - Twitter
Collect information about your → hobby of music, and search for content you missed on news programs in real time - Instagram
Posting photos taken on → trips, etc.
SNS has become a part of our lives, but we probably don't think about each of them "by use" like this. He hopes that everyone in the audience will think about it, he continues.
Why is it SNS now?
Before I get into the specifics of how to use SNS, I would like to think about this question. In recent years, the use of SNS advertising has been touted as a matter of course, but why "SNS advertising" in the first place?
One of the reasons for this is that about 60% of modern Internet users use social media, and that number is expected to rise to nearly 70% in 2016. In addition, if you look at the usage status of various SNS, LINE, Twitter, and Facebook are lined up in that order, and if you want to approach it as a company, you should first suppress these three, explains Tanide.
You can also answer the question "Why SNS?" Because there is a "target group that can only be approached by SNS advertising."
In Listing ad, it is possible to approach only users who are willing to search = to some extent and users who are already aware of the product, but it is possible to approach the "latent layer" who is not yet aware of the product itself on SNS. In addition, even in the phase of further diffusion of recognized products and services, the original viral effect of SNS can be demonstrated.
Then, what kind of SNS advertisements are there?
Speaking of SNS specializing in messaging functions
- LINE
- Snapchat
If it encourages user interaction through comments and shares,
- Mixi
For sharing images and videos
- Pintarest
- Vine
If it's business-specific,
- Wantedly
There are so many SNS. On a global scale, LinkedIn, Pinterest, and WhatsApp have a large number of users, but there are still few users in Japan. In the world of social media, where "connection" is important, the size of the number of users will be a big indicator.
On the other hand, Facebook and Twitter boast the largest number of users in Japan. In the first part, in addition to the basic data of SNS advertising, we also introduced tips for placing advertisements in both media, which are beginning to have a large presence in Japan. These two SNS platforms are familiar to us, but what kind of procedure is necessary to actually place an "advertisement"?
Part 2 Practical Edition How to Start SNS Advertising Immediately
Ohno, who was in charge of the second part of the lecture, talked about the work required for actual SNS advertisement placement and more specific tips for SNS advertisement placement.
Here are the steps you need to take in Facebook ads:
- Create a Facebook account
It is necessary to create an account for the person in charge of operation individually. - Prepare your creatives
Facebook ads is an ad that has a very large impact on images, and in order to deliver ads that are easier to see, we recommend that you comply with the creative size according to each delivery objective. For like ads, we recommend 1200×444 pixels, and for external site directing ads, we recommend 1200×628 pixels. - Configure payment option
Finally, "Add a new payment option" completes the account setup. You can set up payments by selecting "payment Method" from the "Payment Management" tab on the left side of the Ads Manager. It's important to note that Facebook currently only offers credit cards or PayPal as payment methods.
On the other hand, the method of Twitter ad submission is slightly different. Currently, Twitter does not conduct direct contract with individual advertisers, so if you are a business owner or advertising agency that already has contract, you need to advertise via "Yahoo! Promotion" provided by Yahoo.
It differs from Facebook only in this respect, but the process of posting is the same as Facebook: 1. Open an account, 2. Prepare creatives, and 3. Select a payment method.
TIPS for SNS advertising
具体的な出稿方法に加え、第二部ではSNS広告出稿に役立つTIPSをご紹介させていただいた。
The following four tips have been introduced.
TIPS (1)
Get casual "likes" by appealing hot topics
Even if the purpose of the advertisement is to get likes, the original purpose is not pushed to the front, and by providing positive topics related to the client, we deliver ads that make people "like" involuntarily.
(Example: Introducing an example of a pet insurance customer who won first place for three consecutive years)
TIPS (2)
Facebook's own remarketing, delivered to similar users
The similar users introduced in Part 1 can be said to be a remarketing method that can only be done on Facebook. Pursue users who are already aware of your product or service but are not converting.
（例：アパレルブランドのお客様は、類似ユーザー配信によりCPAを以前の7割程度に削減）
TIPS (3)
Target as finely as possible for efficient delivery
One of the features of Facebook ads is its highly accurate targeting capabilities, which is segmentation by hobby. Although it is a segment item, it is said that it is effective to set it as finely as possible. (Example: For customers who sell train DVDs, the unit price of video playback can be reduced to 3 yen by targeting using a specific "train name")
TIPS (4)
Twitter独自のターゲティング手法、フォロワー指定でCTR抑制
One of Twitter ad 's unique targeting methods is to designate an account that exists and deliver ads only to its followers. On the Twitter ad management screen, it is possible to verify the part of which account the result of distribution to the followers of the account was good, so the followers of the account with poor results are stopped, and it is possible to rotate the PDCA cycle by continuing only the distribution to the followers of the good account. (e.g., customers who promote the installation of an English learning app reduce their cost-per-click by one-third.)
Summary
Social media advertising such as Facebook and Twitter is one of the promotion methods that many businesses are paying attention to. As introduced in this seminar, the flow from opening an account to posting is extremely simple, but that is why it is necessary to have know-how for operation.
As far as SNS advertising is concerned, I hear that there are many people who can start with in-house operation without going through an advertising agency. When operating in-house, I would like you to experiment with measures based on the TIPS introduced this time and rotate the PDCA cycle with a sense of speed. And I would be delighted if we could work together to enliven promotions using SNS, which are expected to become more and more active.