$28.00 – $40.00
In this 90-minute workshop, speakers will present their tried-and-true paid social media strategies, along with how they measure, track, and quantify the impact of their advertising strategies.
- Donna Fanelle: Associate Director of Paid Social, Publicis Health Media
- Imani Greene, Founder and President, Greene Group
- Jenny McCoy, Founder and Head of Strategy, Good Help, Co.
In today’s media environment, social media advertising must be part of your external communications strategy to reach your organization’s goals. This workshop will introduce attendees to different measurable paid social media strategies. Through a series of case studies and how-to tactics and strategies for organizations of all sizes, attendees will learn how to reach the right audiences through targeting, measure advertising success, and ultimately increase engagement and online business conversions.
In this 90-minute workshop, speakers will present their tried-and-true paid social media strategies, along with how they measure, track, and quantify the impact of their advertising strategies. This virtual workshop will cover these topics and other checklist items to help you lay a solid foundation for your marketing communications plans.
Session 1: Targeting is a critical component to any media buy as it ensures you are reaching the right audience. In this session, Imani Greene will share on how to design a thoughtful paid social targeting strategy that aligns with an organization’s goals, supports the broader campaign and reaches the right audience.
Session 2: Measurement is a foundational part of media campaigns and evaluating success of marketing efforts. In this session, Donna Fanelle will discuss initial steps to setting up a paid social measurement approach that allows for regular and long-term assessment of campaign performance with an organization’s business goals in mind.
Session 3: Let’s walk through a simple, but proven process for setting accurate paid social benchmarks for any media goal. We’ll break down which KPIs you should be evaluating for specific campaign goals, the importance of only analyzing performance against your primary KPI, the role of secondary performance metrics and go line by line through the ten most common paid social KPI metrics to help you leave this session with the confidence to set your own benchmarks.
About the Speakers:
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Donna Fanelle: Associate Director of Paid Social, Publicis Health Media
Imani Greene, Founder and President, Greene Group
Jenny McCoy, Founder and Head of Strategy, Good Help, Co.
Non-Member, PRSA NCC Member