Social Media Marketing Quiz 2

retail sales of thermal beverageware

$172,000,000 in 2012 to 279,600,000 in 2018

example questions for audit: competitive and performance intelligence

-does this channel provide any direct/indirect measurable benefits to the brand -what is the cost of using this channe -how much of ur resources are used on this channel -can u reduce cost without sacrificing quality/performance -what do ur competitors do on this channel/how well do they do/is their content and audience similar -recent examples of success (u and competitors both) -recent examples of failures (both for u and ur competitors)

examples of questions to ask regarding a general overview of social media for the audit

-purpose + objectives -whats its role in the overall marketing strategy -which channels do u have accounts for -who has the authority to post/respond on account -are there policies in place -are u tracking references/earned media -who is doing the tracking -are u doing paid social -how do u measure performance

who where when how concept for ad relevance

-understand ur target persona and what they like, their schedule, where they go with data -real world triggers/points of conversation in their day to day life -create the message and send it out at the right time on the right platform that connects w the person

example questions for audit: what do you use your social media for

-what is the objective for that specific channel -who is the audience of this channel -does this audience align w ur overall target market -what content do you post -does the content align w ur audience's values -what social interactions take place on this channe; -are u doing paid media on this channel -how is performance measured

questions to ask when developing your social strategy

-whats right for the campaign -which platform is best -which creative -which partnership -how should it be measured

role questions

1) What is your job role? Your title? 2) How is your job measured? 3) What does a typical day look like? 4) What skills are required to do your job? 5) What knowledge and tools do you use in your job? 6) Who do you report to? Who reports to you?

3 types of risks

1)Risk that nothing happens and/or no one pays attention 2)Risk that everyone pays attention 3)Risk of adverse, negative consequences

social bakers website benefits

1. Access next gen intelligence by unifying your data, AI will do the analysis for you 2. know exactly who your audience is (their interests, granular views, brands and media they follow, ai will give you strategy recommendations 3. target with extreme precision and the right budget (one click targeting) 4. boost engagement (Access One Unified Hub for All Your Content Insights Create Content Built on Your Exact Audience Preferences, ai will recommend it Know Exactly Which Pages Your Audience Follows) 5. uncover critical conversations so u always know how to respond the right way at the right time (Instantly Analyze Sentiment Using Powerful AI Analysis Prevent Crises by Spotting Negative Sentiment Trends Track Critical Topics and Key Influencers w keywords) 6. discover influencers ur audience trusts (track campaigns, fraud detection)

6 key points for social baker

1. audience analysis 2. influencers 3. publishing and scheduling 4. content intelligence 5. analytics and benchmarks 6. community management

who to interview for buyer persona

1. customers - both good and bad ones 2. prospects 3. referrals 4. third party networks who are completely removed from your business

how to build a buyer persona in 5 steps

1. do audience research 2. identify customer pain points (social listening) 3. identify customer goals 4. understand how your brand can help (feature benefit sales) 5. turn your research into buyer persona (who they are what they wanna be)

3 main benefits of a social media persona

1. improve content strategy 2. run more compelling ad campaigns (speak to specific desires/pain points) 3. tap into a profitable target audience (demographics)

how to research buyer personas

1. interview customers 2. look for behavioral trends 3. optimize forms for your persona 4. talk to your sales team - types of sales cycles, customers they interact with

how to set up a target audienc epersona

1. interview customers to see what they like/dislike 2. uncover trends in your customer database on how they find and consume content 3. use a form/questionnaire on your website 4. take into consideration sales team's feedback on the leads they are interacting with the most

key elements of your social media strategy

1. objective and goals (kpi) 2. target audience (ideal customer, create persona) 3. content (platform, competitors, budget, posting frequency) 4. measurement (how, which tools will be used, how often will u report)

failed campaigns examples

1. post a pic w nypd - ppl posted police brutality 2. share your mcd story - people said the food had chemicals, was type 2 diabetes 3. jp morgan q and a "when will u go to jail" 4. swimsuit repost - promised it to everyone but didn't have enough in stock 5. scott disick - left the copy in his ad saying "write this at 4pm"

10 ways you can use your buyer personas to fuel better marketing, sales, and service initiatives

1. reallocate ad spend 2. Reallocate your human resources - have people monitor the platforms your persona is active on 3. Use language your persona is familiar with to ensure your message resonates, use the slang they use 4. Segment your list of contacts by buyer persona - so you can deliver more personal, customized content to your customers and leads 5. Create content w a specific persona in mind - targeted post that solves their pain point, gets their interest 6. Audit your existing content for persona alignment - see which content alights w ur personas, if it doesnt and had no success, get rid of it dont do it again 7. Combine personas w lifestyle cycles to map out content ideas (creating the right content at the right time based on attract, convert, close, delight) 8. Optimize landing pages - using ur personas language, convey how ur content can add value or help solve a problem 9. Use dynamic content to tailor ur website to each persona - no more one size fits all 10. Co marketing w companies ur persona follows

community management ranking for platforms

1. twitter 2. facebook 3. instagram 4. tumblr 5. youtube 6. pinterest 7. snapchat

3 tips for recruiting interviewees for buyer persona

1. use incentives 2. be clear its for research, not a sales call 3. make it easy to say yes - flexible timing

watering holes questions

12) How do you learn about new information for your job? 13) What publications or blogs do you read? 14) What associations and social networks do you participate in?

shopping preference questions

18) How do you prefer to interact with vendors (e.g. email, phone, in person)? 19) Do you use the internet to research vendors or products? If yes, how do you search for information? 20) Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?

buyer persona hubspot

Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different types of buyers.

how to decide on objectives

Consider which objectives and types of interactions make the most sense given the company's abilities | the target customers' characteristics | a tradeoff between expected benefits and costs

customer care

Customer service related issues and complaints In-house Customer Care team identifies customer complaints via social media and resolves all cases withinSalesforce

next step after interview and research for persona

Identify patterns and commonalities, develop a primary persona

single thing to communicate for bubba

Only the Bubba Trailblazer line has the colors, sizes and functional benefits to be the best choice for your life both on off campus.

engagement/brand affinity

Product/Brand questions, Fan-Love, Pop-Culture conversations ●VML community manager identifies and responds to brand building opportunities on social media platforms via social management tool.

how to ensure reach and relevance when planning content

WHO (person) WHERE (place) WHEN (moment) HOW (message)

question categories in a social media audit

a. general overview of social media b. for each social media: what do u use it for c. for each social media: competitive and performance intelligence

facebook/instagram kpis

ad recall lift rate video view rate unique reach impressions video views

paid media

any social media activity for which a company pays

owned media

any social media activity that occurs in social media channels a company controls

earned media

any social media activity that occurs in social media channels a company does not directly control, user generated shares and what not

#1 tip for a successful persona interview

ask why so you can understand more

difference between brand and buyer persona

brand - the company as a person, its voice on social buyer - the company's target audience as a person, shows you what voice to use

content output vs. community engagement

content output fluctuates during the year depending on budgets and messaging priorities vs. community management is always on w peaks for when campaigns go on

how to measure consequences of your social media strategy

costs are not quantifiable, so marketers use another type of cost which is RISK

target audience persona

create a fictional person that represents your target audience and their interests/motivations/goals/pain points , Audience personas help you define and target the right people, in the right places, at the right times with the right messages.

personal background questions

demographics, education background, how did u get into ur career

goal for listerine campaign

drive awareness and excitement for new product launch (the ready tabs) -used a consistent blue theme -used influencers who secured credibility -utilized multiple platforms for a wide reach/audience

campaign content vs editorial content

editorial content is consistent all year, while campaigns will start and end within a certain time period and have different peaks throughout the year

channel strength of instagram

elevated visual and crave creation (paid and organic)

what is the next step after determining the outcome of the audit

figure out how to use the audit for developing and improving social media strategy

value-driving perspective

for any given objective, would achieving it contribute something positive and valuable to the brand, companies should consider direct AND indirect value-driving mechanisms (creating social media activities), not just driving sales or generating revenue.

what is the next step after answering each audit question

give the brand a grade (a,b,c,etc) or a score (10pt scale), then assign priorities (importance weights) for each social media channel used so that the outcome of the audit can be determined

different ways to name your audience persona

give them a legit name that is popular for that demographic or give the whole group a name (ex: the go-getters)

community management approach for each platform

heavy engagement & care - twitter medium engagement - reddit light engagement & heavy care - facebook light engagement & light care - youtube/instagram none - pinterest, snapchat, tiktok

hero, hub, hygeine

hero - campaign content, peaks hub - always on editorial hygiene - community management, always on

channel strength of facebook

high reach and strategic targeting (paid)

behaviors consumers want

honest, friendly, helpful, funny, trendy, political, snarky depends on consumer and brand

tiktok strength

humorous content, engaged community (paid/influencer)

common social media objectives

increased brand awareness, customer loyalty, website traffic, sales/leads, learn more about customers and their opinions, create relationships with influencers

company questions

industry and size of company

key question of any social media campaign

objectives and related specific KPIs of social media marketing for this brand. Why are you doing it? What do you plan to achieve with your campaign? then use this to decide which objectives need the most attention/resources

snapchat strength

personal and quickly consumable (paid)

brand persona

personality of the brand, what it stands for

channel strength of twitter

real time conversation (paid/organic posts)

types of categories for questions for a buyer persona interview

role company goals objectives watering holes personal background shopping preferences +WHY

how to turn your social media personas into action

segment your audience (customers have many faces, so have several personas and adapt to each), adapt your brand voice to create authentic convo, tweak your content strategy

SMART goals

significant, measurable, actionable, realistic, time based specific, measurable, achievable, relevant, timely (she has 2 idk which is right) ex: ■Improve engagement by 5% each month

actionable insight

some issue you can solve through your campaign

kpi

specific metric or way youre gonna get to that objective, what youre gonna do, how its gonna be measured ex: engagement rate, video views, ad recall rate

competitor audit

take your 5 top competitors and research whats working/whats not for them and emulate the tactics that appear to be most effective -content format/themes -post pattern/amount -which networks are they most engaged on -who do they tag/mention in their posts -what hashtags do they use -how do they handle negative comments

rule of thumb for personas

the more specific the better

audits are focused on...

the past—seeing what's been happening can be useful in identifying gaps, needed improvements, and what successes should be celebrated

example of community management for wendys

their definition is to make friends and personally invite them to lunch

why do we use buyer personas

to provide structure on text/content/craft messages to help allocate resources address their priorities instead of ur own build a bond, customer loyalty

why do we audit

to see how were doing across paid, owned, and earned media

snapchat kpis

total uses (lenses/filters) total plays (lenses) total swipes (filter) total views in snaps/stories (lens/filter) avg play time (lens) total views (snap ads) completion rate (snap ads)

channel strength of youtube

video distribution (paid/organic)

twitter kpis

video view rate impressions engagements video views

goals questions

what are u responsible for and what does it mean to be successful in ur role

objectives questions

what is your biggest challenge

what should your social media strategy be centered around

your brand persona, it is your north star. content and images need to align with this persona (consistency)

things to consider about the benefit of a particular marketing objective in order to make a final decision

•Immediate benefit through awareness? •Long term benefit? •Long term reprcussions? will the customer and the company both benefit? (they both need to or don't do it)

Wendy's do's for customer care

●Customize responses for each customer. ●Respond in brand voice. ●Find opportunities to highlight positive customer care interactions--email social team if there is a story worth rewarding.

Wendy's do's for engagement/brand affinity

●Engage in conversations and topics that are important to our fans. ●Punch up, not down. ●Research pop culture topics/references before joining conversations. ●Customize responses for each engager. ●Respond in brand voice.

Wendy's don'ts for customer care

●Engage with trolls. ●Respond with or to a pop culture reference without researching (needs to be appropriate for brand) ●Respond to accounts with high followings without researching or engaging social team (ex: white supremacist)

Wendy's don'ts for brand affinity/engagement

●Insult a person, unless they're asking to be "roasted". ●Put down a brand/handle with a cult following. ●Engage with trolls. ●Engage in topics that are not aligned with brand values.