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- <Seminar Report> It's not too late now! Beginner's edition of SNS advertising starting from now on
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
At this seminar held on March 5, we called it "It's not too late! Beginner's edition of SNS advertising to start from now on" and talked about the basics of SNS advertising, which is now a standard promotion method.
At our seminars so far, we ask those who participated to fill out the questionnaire.
The most common answer to each questionnaire was "I don't know how to use SNS, I'm worried." This seminar was held in response to such a voice.
In the first part of the seminar, Kotomi Tanide, a consultant of our customer attraction support department, gave a lecture on the situation of each SNS medium and basic usage.
In the second part, Haruka Ohno, who is also our consultant, explained the steps and precautions when actually placing an SNS advertisement.
Part 1 Know the current status of SNS advertising
First, Tanide started the seminar by introducing his perspective as a "single SNS user" before explaining SNS advertisements.
What kind of SNS has one woman in her twenties used so far, and for what purpose are these SNSs used? This is also a good consumer report.
The following four, which are well-known in Japan, have been used by the instructor, Tanide.
It can be said that the intended use differs depending on each medium and reflects the characteristics of each medium.
- ･ Facebook
→ Business use such as collecting information related to WEB marketing
- ･ LINE
→ Communication with friends and family
- ･ Twitter
→ Gather information about your hobby, music, and search in real time for things you missed in news programs.
- ･ Instagram
→ Posting photos taken during travel, etc.
SNS has become a part of our daily lives, but I think we may not think about each of them "by use" in this way. Tanide will continue to ask everyone at the venue to think about it.
Why is it SNS now?
Before going into the explanation of specific SNS utilization methods, I would like to think about this question.
In recent years, the use of SNS advertisements has been sought as a matter of course, but why is it "SNS advertisement" in the first place?
One of the reasons is that about 60% of modern Internet users use SNS, and it is expected that the number will reach nearly 70% in 2016. Also, looking at the usage status of various SNS, LINE, Twitter, Facebook are arranged in that order, and if you are approaching as a company, you should suppress these three first, Tanide explains.
You can also answer the question "Why SNS?" Because there is a "target group that can only be approached by SNS advertising."
Listing ad, it is possible to approach only users who are willing to make a search = users who are willing to purchase to some extent, and users who have already recognized the product, but SNS can approach the "latent layer" who has not yet recognized the product itself. ..
In addition, even in the phase of further spreading the recognized products and services, the original viral effect of SNS can be exhibited.
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
- ･ Vine
If it's business-specific,
- ･ Wantedly
There are so many SNSs. On a global scale, LinkedIn, Pinterest, and WhatsApp have a large number of users, but the number of users in Japan is still small. In the world of SNS where "connection" is important, the scale of the number of users will be a big indicator.
On the other hand, Facebook and Twitter boast the top number of users in Japan.
In the first part, in addition to the basic data of SNS advertisements, we also introduced the tips for placing advertisements in both media that are beginning to show a great presence in Japan.
These two SNSs are familiar platforms for us, but what kind of steps are required 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:
- 1. Create a Facebook account
It is necessary to create an individual account for the operation staff
- 2. Prepare creative
Facebook ads are ads that have 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 distribution objective. For like ads, we recommend 1200×444 pixels, and for external site induction ads, we recommend 1200×628 pixels.
- 3. Set payment option
Finally, "Add a new payment method" completes the account setup.
Settings related to payment can be made by selecting "Payment method" from the "Payment management" tab on the left side of the ad manager.
Please note that Facebook currently only offers credit cards or Paypal as a means of payment.
On the other hand, the method of placing Twitter ad is slightly different.
Currently, Twitter does not have a direct contract with an individual advertiser, so if you want to place an advertisement other than a business owner or an advertising agency who already has a contract, go through "Yahoo! Promotion" provided by Yahoo! It is necessary to publish.
Only this point is different from Facebook, but the process up to posting is the same as Facebook,
1. Opening an account 2. Preparing creatives 3. Choosing 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 out to the full extent, and by providing positive topics related to clients, we deliver advertisements that involuntarily like.
(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 the first part can be said to be a remarketing method that can be done only on Facebook. Follow users on Facebook who are already aware of the product or service but have not been converted.
（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 highly accurate targeting features of Facebook ads 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
Twitter広告ならではのターゲティング手法として、存在しているアカウントを指定し、そのフォロワーにのみ広告を配信するという手法がある。 Twitter広告の管理画面では、どのアカウントのフォロワーに配信した結果がよかったのか、という部分まで検証することができるため、 成果の悪かったアカウントへのフォロワーは停止し、良かったアカウントのフォロワーへの配信のみを継続することでPDCAを回転させることが可能。 （例：英語学習アプリのインストールを訴求するお客様は、クリック単価を3分の1に抑えている）
Summary
SNS 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 know-how in operation may be necessary.
As far as SNS advertising is concerned, I hear that many people can start their own operations 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 happy if we could work together to boost the promotion utilizing SNS, which is expected to become more and more active.
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