SM Test 2
What are strategies to optimize your ad?
-Target the same social ad at different demographics -Rotate images and develop ad copy variants to determine which combinations are most effective at driving actions from a specific audience -developing ad variations also serves to prevent ad fatigue
What is native advertising?
-a type of paid advertising that is based on a form unique to the vehicle within which it is placed
What are the best practices for optimizing your Facebook?
-add a call to action to your page -use third party apps (mailchimp) -include an address and contact info -have at least 2 administrators to manage aspects of page -use pages to watch to learn from others
What are the best practices for content marketing on Facebook?
-begin with 1-2 posts per day -use Facebook insights to analyze a few weeks of data at once to determine what has worked overtime -shorter posts result in better engagement -keep posts to a maximum of 120 characters -make sure images display as prominent, large thumbnails -use hashtags sparingly; and if running cross-platform campaigns
What is real time marketing?
-brands post messages that resonate with the moment, whether that moment is planned or spontaneous -with RTM, the brand leverages current events to provoke a conversation
what are the best practices for setting up business profile?
-customize page to reflect company's style and values -put links on other websites/email signatures, business cards -use vanity URLs -easy recognizable at thumbnail size -use cover photo strategically -consistent business description across channels -only the first 140 characters show on search engine results -use social badges
What are social advertising best practices?
-establish the goals your social ads are intended to achieve and the objectives you want them to support -promoting a small one-off event -test and discovering what kind of messages resonates with audience -pick clear goal and tailor ad to get the response -study traffic sources to your website to get best platform -ensure ad campaign type aligns with objective in social media strategy -look at best performing organic posts -include call to action that explains what to expect from ad
What is earned reach?
all of the content and conversation around your brand or product that has been created by somebody else and published somewhere other than your owned channels -gained as a result of your efforts in paid and owned -ex: press coverage, social media mentions, shares and retweets
What are sponsored geofilters?
allow companies to be where their products are bought, thought about, or consumed -used more for awareness compared to sales conversion
What are channel sections on youtube?
allow you to group multiple playlists together into a single space, each can be tailored to a specific audience
What are dynamic ads on facebook?
allow you to promote targeted products to the customers who are most likely to be interested in them -remind potential customers to complete purchases
What are showcase pages?
allow you to segment your organization's offerings by target market; you can focus on different products separately to customize positioning and messaging
How do marketers use pinterest?
allows access to pinterest analytics, as well as features such as buyable pins and promoted pins
What is shareable design?
an app is best learned when a friend explains it to you
what are sponsored/promoted ads?
appears in stream on the LinkedIn news feed; allows you to sponsor successful posts shared from your company page to a larger audience or create direct sponsored content
What are organic social ads?
are shared on a person's activity stream following a brand interaction (such as liking the brand). Organic social ads occur only after a brand interaction and are thought to carry enhanced credibility
What is the campaign level?
begin by choosing an objective that fits your needs -3 broad objectives: awareness, consideration, conversion
What falls under awareness for facebook?
brand awareness, reach
What is the goal of social community zone?
brands can leverage this zone to meet marketing objectives including promotion and branding, customer service and CRM, and marketing research
What is a channel plan?
brands must determine where they will engage the target audience and identify the vehicles the brand will use to reach and communicate with the target audience and summarizes the tactics that are recommended for each vehicle
What is a tactical plan?
brings the social media marketing plan to life; includes determining the right channels, content to deliver the experience, rules of engagement and schedule
What are display ads for youtube?
call to action, shop now button; appear above the video suggestion list
How are URLs used on content calendar?
can be archived as an easy way to keep your online content audits updated or to link to older pieces of content in the new content you create
What are skippable video ads?
can be skipped after 5 seconds-so its important to make those first five count -two formats: instream ads and discovery ads
How can hashtags be strategically used by marketers?
can be used to curate user generated content -best to use 5 or fewer hashtags
what are carousel ads for facebook?
can include up to 10 images or videos, each with its own link -can include 125 characters of text plus a headline, link description, and CTA button
How do marketing teams leverage LinkedIn?
can promote new products or services as well as create brand awareness
What is a social media content calender?
captures which content is scheduled and prioritized for an organization, generally with an annual, quarterly, monthly, and weekly view. -helps to identify, prioritize, and plan for new and future content creation.
What is the ad set level?
choosing your audience, placements, budgets and schedule -core audiences, custom audiences, and lookalike audience
What is a megaphone post?
company broadcast posts. Most common form but perhaps not the most effective.
What is a social engagement ad?
contains ad creative elements (image and text) along with an option to encourage the viewer to engage with the brand (clickable "like" button)
What falls under conversion for facebook?
conversions, catalog sales, store visits
What is the difference between cost per click and cost per impression?
cost per click: charged each time an action is taken on your ad cost per impression: you pay each time your ad is shown to a member of your targeted audience
What are slideshow ads for facebook?
creates a video from several static images, offer the compelling motion of video, but require no video-specific resources to create -can include 125 characters of text plus a headline, link description, and CTA button
What is the difference between curated and created content?
curated content: gathered from trusted sources relevant to your industry
What are the option at the ad set level?
different text and image combinations can be used
What is a native ad?
display ads that are designed to have the look and feel of the website on which they are placed; must be labeled that its an ad rather than organic content
What are the forms of paid media in social media?
display ads, native advertising, social ads- social engagement ad, social context ad, organic social ads
What are the characteristics of brand fans?
emotional engagement, self-identification, cultural competence, auxiliary consumption, production
What are clickable overlays?
end screens and cards are a small CTA pop ups and can set to appear within the YouTube player that can be used to entice viewers to watch more content, increase community engagement, acquire new subscribers, and encourage a specific call to action
What are rich pins?
enhanced pins that automatically include supporting information about your content (details about apps, products, recipes, and articles) -pin-it buttons: organic media type of word of mouth
What are messenger ads?
facebook ads placed on the home screen of the messenger app; can encourage people to connect with your business on messenger, but they can also link to your site
What is a magnet post?
firm posts that invite consumer engagement
What are stories ads on instagram?
full screen ads that appear to users between stories they are already viewing from people they follow, ideal for limited time offers and promotions -CTA options: apply now, book now, contact us
What are snap ads?
full screen, vertical videos that include an interactive element (such as a call to action) and last no longer than 10 seconds -the ads include audio by default -"sequenced messaging" can be used to rapid fire a bundle of 10 second video ads
What is engagement on facebook?
get more people to see and engage with your post or page; includes comments, shares, likes, event responses and offer claims -can create split test and budget optimization
What is a photo ad?
good to highlight new products, can include 125 characters of text plus a headline, link decription, and CTA button; can be custom or can promote a post with an existing image
What is a photo ad for instagram?
good to tell a story and highlight products -CTA options: apply now, book now, call now, contact us, get directions
How are twitter lists used?
help you keep track of relevant information by organizing similar accounts into groups
How are CTA used in content calendar?
helps you ensure that every piece of content you create is aligning with your company's marketing goals
What are Collection ads for facebook?
highlights your products right in the facebook feed; includes a cover photo or video plus product images with pricing and other details, and allows people to learn more without leaving facebook
What is the ad level?
identity, format, links
Promoted app Pin
include an app icon and install button within the ad, so pinners can install your app without ever leaving pinterest, rather than being directed to an app store or download
Traits for a successful LinkedIn:
include an image/video with every post, playing youtube videos directly in the feed, setting up a career page, share job openings, videos, blogs, testimonials
What is a social context ad?
includes ad creative (image and text), an engagement device (like button), and personalized content
Why is it recommended to develop ad image and copy variations?
it allows you to find the most effective combinations of creative assets for your audience
What is the pages to watch feature?
it allows you to learn from others and compare the performance of your page and posts with similar pages on facebook
What are the elements involved in designing an experience?
it should cater to the audience's passions and needs but also reflect brand's identity; should be discoverable, authentic, scalable and sustainable, and conversational
What is a social persona?
its the attitude your social media presence has
What are Carousel Ads on instagram?
let users swipe through a series of images or videos, with a call to action button to connect them directly to your website -can include up to 10 images/videos -CTA options: apply now, book now, call now, contact us
what is the value of social advertising?
lies in the size of the audience your company has the potential to reach and finely tuned targeting capabilities
What are nonskippable video ads?
longer ads that provide a powerful way to tell a deeper, more nuanced story -15-20 seconds in length
what are the best times to advertise on twitter?
lunch to dinner
How do topic categories help content calendar?
makes your calendar more searchable when you are looking to see about which topics youve adequately or inadequately covered
What are display ads?
may include text, graphics, video and sound much like traditional print ads but they are presented on a website; enhanced with a response device to reach a target landing page
Who is the primary demographic for snapchat?
millenials and generation Z, but half of all new users signing up are over the age of 25
What are lead ads on Facebook?
mobile only ads that include pre-populated contact forms -this makes it easy for people to sign up for your newsletter, request a free trial, or ask for a quote
What types of ad options are available on pinterest?
promoted pins ads, promoted video pin ads, one-tap pin ads, promoted app pins, cinematic pins
Promoted video pin ads
promoted pins that contain a video. they appear in the news feed, search results, and the "more like this" section, and they are set to play automatically
What are the advertising options on twitter?
promoted tweets, followers campaign/promoted account,
What does LinkedIn do?
provide businesses with opportunities to connect with the largest online network of job seekers, employees, potential customers, partners and more
What is the difference between public and private lists?
public: allows you to curate info about your followers, influencers Private: track competitors and not have to follow them, potential customers
What is a core audience?
select your audience manually based on characteristics like age, location, interests, behavior
What is the page moderation feature?
sets parameters around certain keywords, respond and block certain comments/posts, and manages your page visibility
What is ephemeral content and its benefit to marketers?
short lasting content, can only last 24 hours.
What are video ads for facebook?
short videos have higher completion rates: 15 seconds or less
Content Placements
show between curated by snapchat
what are all snapchats?
shows your ads between friend's stories
What are vertical networks?
sites designed around object sociality, the ability of an object to inspire social interaction, emphasize common hobby, interest, or characteristic that draws members.
What is social sharing?
sites provide people the tools they need to reveal elements of their digital identities including opinions, photos, videos, etc
Who are the primary demographic for youtube?
skews towards the younger population but also reaches more adults ages 18-49 than any cable network in the US
What are the advertising options on youtube?
skippable ads, nonskippable ads, bumper ads, display ads, clickable overlays
What are the types of YouTube ads?
skippable video ads (trueview ads), Nonskippable video ads, bumper ads, display ads, clickable overlays
What are the advertising options on snapchat?
snap ads, sponsored lens, sponsored geofilters
How is snapchat used by companies?
snapchat allows businesses to showcase the personal side of their brand with content that is considered more authentic; snapchat stories are compilations of images and short videos that can be viewed for 24 hours
What are the 3 variations of social ads?
social engagement ad, social context ad, organic social ads
Steps of using pinterest:
step 1: choose a campaign goal Step 2. Name your campaign Step 3: choose placement Step 4: create audience Step 5: choose locations, languages, devices, and gender
Who is the target demographic of LinkedIn?
student's and recent graduates
How are keywords and other meta-data beneficial to content calenders?
such as meta-descriptions and SEO titles, which will help you keep your SEO efforts aligned with your content creation
One-tap pin ads
takes users straight to your website, where they can learn more or even purchase directly (normally, when someone taps on a pin, theyre taken to a close-up with more details)
What are bumper ads?
technically non-skippable ads, but they're less maligned because they last 6 seconds max
Who is the primary demographic for instagram?
teens and adults ages 18-29
What are social media tactics?
the actions taken to execute the social media strategy; guides the brand's activities in the zones of social media marketing but must do so in a way that fits with the objectives
What is brand engagement?
the extent to which an individual includes important brands as part of his or her self-concept
What is production characteristic?
the fan becomes involved in the production of content related to the object; posting fan fiction stories on website where people can comment
What is auxiliary consumption?
the fan collects and consumes related items and experiences beyond the basic object; "figgies" attending fan fiction conventions
What is cultural competence?
the fan has a critical understanding of the object, its history, and its meaning beyond its basic functionality; knowing all the details and facts
What is self identification?
the fan personally and publicly identifies with like minded fans; called yourself a "figgies" for the brand Figment
Why should awareness be used on twitter?
the more regularly a website page is updated, the more traffic will gravitate towards it -at least post twice a day, use keywords and hashtags,
What is organic reach?
the number of people you can reach for free through unpaid distribution
what is emotional engagement?
the object is meaningful in the emotional life of the fan; fans see things as part of their self-concept and social identity
What factors go into developing a content strategy?
the specific themes and topics based on brand values and target audience interests, content feasibility, considering the point of view -should have 3 levels of content: hygiene, hub, and hero -style (voice and tone consistent with brand persona and social media presence) -publishing guidelines (hashtags, keywords)
What is secondary content?
things that others create that we feel are worth redistributing to our social network, such as retweets, links to a celeb blog, or even brands we "like" on our facebook page
What is a video ad for instagram?
time spent watching video on insta is up more than 80% year-over-year -can be up to 60 seconds -CTA options: apply now, book now, call now, contact us, download
Why is A/B testing or split testing used?
to direct traffic between two different versions of online content to see which one is more effective at attaining the desired result
What else should you include in your content calendar?
topic categories, keywords and other meta-data, URLs, calls to action, visuals
What falls under consideration for facebook?
traffic, engagement, app installs, video views, lead generation, messages
What are promoted tweets?
tweets an advertiser pays to display to people who are not already following them on twitter; appear in targeted users' timelines, on user profiles, at the top of search results, and in the twitter mobile and desktop apps
What are the 3 elements the design of an experience uses?
type of tactic -> content type -> content strategy
What is content?
typically the social object with which the audience can engage; live video, photos, images, articles, quotes; an information asset whose attributes distinguish it from all other kinds of content
What is a custom audience?
upload your contact list to connect with your customers on facebook -loyal customers, site visitors, mobile users
How do Sales team use LinkedIn?
use search capabilities to identify new leads and can initiate conversations and engage with potential customers through linkedin groups -primary network for B2B sales
What are lookalike audiences?
use your customer info to find people similar to the them on Facebook
What is the 3M model for firm-generated content?
useful for conceptualizing approaches to firm generated content: megaphone, magnet, monitor
What is the twitter likes tab and why is it used by businesses?
visitors can see the tweets you've liked, allowing you to use liking strategically. use to highlight positive PR, featuring your brand material
What are channel trailers on youtube?
what viewers first see when they come to your channel
Elements of social media tactics
who: understanding the target audience Where: the channel plan What: designing the experience How: content marketing mix
What are product pins?
will pull the most up to date pricing info from your website and will include your business name and logo under the image, giving your brand more visibility in the feed -repins are considered organic
Who is the primary demographic for pinterest?
women make up the majority of the over 200 million users
What are playlists on youtube?
work well for grouping together relevant videos and allow viewers to progress naturally from video to video, generating more views through their session
How do HR teams leverage Pinterest?
HR teams can leverage LinkedIn's vast network of professionals to promote job opportunities and can save time by using LinkedIn to screen potential job candidates
What is evergreen content?
Hygiene content
What is the difference between hygiene content, hub content, and hero content?
Hygiene content: long shelf life, info is likely to remain useful and reliable over long period of time Hub content: published less frequently than hygiene but is of greater value to the target audience and more engagement Hero content: large scale, tent pole events or go big moments designed to raise broad awareness
What are campaign/promoted account ads?
-great way to grow your twitter community; can create a tweet that summarizes the benefits of following your account -this message will be placed in the home stream of the targeted audience and in the who to follow suggestion box
What are the best practices for setting up your business profile and for writing engaging copy on instagram?
-one contact method, 150 characters of a memorable/distinctive bio, emojis and branded hashtag -use cross posting with facebook or twitter, hide inappropriate comments, use instagram insights
What are ephemeral content's advantages for marketers?
-short lived content can be more authentic vs. sponsored ads -raises the potential FOMO (fear of missing out) -access easily with the help of snap codes or QR codes -increases potential for customers' attention and engagement
How are companies charged for tweet engagements and awareness?
-tweet engagements-cost per engagement basis -followers-charged each time you gain a new follower -website clicks or conversions -app installations -leads on twitter -video views
What are the best practices for content marketing on instagram?
-using branded hashtags to curate usergenerated content (5 or fewer), use geolocation, use neighborhood hashtag or participate in hashtag trends -engagement rates with stories are high and over 1/3 of most viewed stories come from businesses (how to's, behind the scenes, announcements), photos and videos up to 15 seconds long on story
What are some of the best practices for creating your twitter profile, tweets, and retweets?
-writing strong messages and use relevant hashtags -shrink links (vanity URL's) -incorporate multimedia messages -post content more frequently (3-5) tweets -promote same piece of content multiple times and recycle evergreen content -keep retweets below 20% of your overall tweets, and make sure you're adding value
What are the best practices for creating your calendar?
1. The date the piece of content will be published 2. the topic or headline of the content piece 3. the author of the content 4. the owner of the content- who is in charge of making sure the content makes it from ideation to publication and promotion 5. the current status of the content -use content formats and visuals
How to make engaging copy on instagram?
1. ask a question or host a poll 2. give a shout out with a mention 3. dont be afraid to use emojis 4. have a clear call to action 5. edit and rewrite
What are the type of documents in a content strategy example?
1. tactical approach: to inform about products, pricing and special offers 2. Type: content types 3. content theme: brand slogan, decision makers, stressful decisions 4. content topics: how to guides, engage viewer in emotional sense 5. style: brand's persona is reliable and strong 6. implementation standards:consistent voice/tone
What is a call to action?
An imperative verb (buy, tell, donate, contact) that tells the reader/viewer of an advertisement what the seller wants them to do.
What are some specific types of tactics?
Branching, contributing, friending, clustering, collaborating, crowdsourcing
What are the 3 tiers of the facebook structure?
Campaign, Ad set, Ad
What are the advertising options on LinkedIN?
Sponsored/promoted ads, sponsored in mail ads, dynamic ads,
Steps for successful LinkedIn:
Step 1: choose ad type and CTA Step 2: create ad Step 3: target ad Step 4: budget and schedule
What are the steps in snapchatting advertising?
Step 1: create a new campaign and select goals, specify a schedule Step 2: choose an audience, budget, and placements Step 3: create your ad
What are vanity URL's?
a descriptive, memorable and pronounceable URL; contains a domain name which features your brand or a relevant keyword for your business
What are sponsored lenses?
a playful and memorable way to increase awareness. Lenses are applied after a video or picture is taken, prior to sending to friends and or adding to a snapstory
What are characteristics of tactics?
interactive, targeted, value-driven, authentic, consistent, functional, shareable
What is the difference between internal and external sites?
internal: provides a method of communication and collaboration that is more dynamic and interactive External: open to people who are not affiliated with the site's sponsor
Cinematic Pin Ads
involve motion but unlike videos, they move only when the user scrolls.
What is content marketing?
involves creating and sharing online material such as videos, blogs, and social media posts, that does not explicitly promote a brand but is intended to stimulate interest in its products or services
What does atomization refer to?
process of sharing an idea, campaign, or concept across various marketing channels
What are sponsored in mail ads?
offer a way to deliver personalized messages to users LinkedIn inboxes
What are social ads?
online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page -personalized using details from user profiles, images, relationships
What channels can you use on content calender?
owned channels (such as blog, facebook, website) or you can expand your tracking to include paid and earned channels as well
What are dynamic ads?
personalized ads tailored to each member based on each member's own LinkedIn profile data, like profile photo, company
What different types of ads can be used for Facebook?
photo ads, video ads, carousel ads, slideshow ads, collection ads, messenger ads, lead ads, dynamic ads
What advertising options are available on instagram?
photo ads, video ads, carousel ads, stories ads
Why should tweet engagements be used?
pick your best performing, organic tweets and combine with a mix of fresh tweets; allows for more reach and drives conversations about brand
Promoted pin ads
pins that you pay to promote so that more people will see it. Other than the paid for expanded audience and the addition of the word "promoted" at the bottom of the pin, its exactly the same as a regular pin
What is the content marketing matrix?
plots the content type based on whether the info is emotional or rational and whether the audience is in the passive or active stage of the purchase process
How often to post on LinkedIn?
post at least once per weekday, with mornings generally being the best time to post
What is a monitor post?
posts that reflect listening and responding to consumer conversations
