cads 3810 final
social media marketing campaign
is a coordinated social media marketing effort tocommunicate with a target audience toachieve a marketing or businessgoal. ●Built on big ideas that persuade action amongfollowers ●Promoteaproduct or service, an event, acompany milestone, build brand awareness, or create acommunity of brandadvocates. ●Have a specific start and end date ●58.8% of people follow abrand on social media profile looking for deals and promotions; 42.2% follow forincentives
app pins
show an install button so Pinners can download an app without leaving Pinterest
Ads manager
the basic and user-friendly Facebook tool for creating and optimizing ad campaigns.
snapchat lenses
the difference between a snapchat filter and a snapchat lens is that a filter is static and a lens is dynamic. Snapchat lenses add animations to your face when taking a selfie video or photo.
social media policy goal
to set expectations for appropriate behavior and ensure that an employee's posts will not expose the company to legal problems or public embarrassment
@ mention sharing for stories
•"Add This to Your Story"option •Businesses can easily repost mentions from users •Maximizes return on influencer marketing investment
significance of social media policy
•77% of employeesaccesstheir personal socialmedia accounts at work •Ban: Does not Work. Provide a clear guideline (vs.control)
interactive stickers and engaging tools
•Brands ability to ask questions to followers •Emoji sliders adds a layer of emotional context such as tone & mood •Poll stickers can be shared or customized tofollowers
ripple effect: fast diffusion of social media
•Consumers create and curate information in multiple contexts to be shared •2-way interactions: Receive information & Create and Forward information •Information spread quickly and widely
copyright
•Copyright, plagiarism, libel and defamationof characterissues
instagram story
•Creative content to engage viewers within first 2-seconds •Posts featuring videos or images that disappear after 24 hours •Specific, quick, in-feed ad •Story ads are less expensive than Instagram posts
Posting frequency is not as important as posting consistency
•Depends onthe audience •Consistency across all mediacontent •Losing consistency leads to losing followers
social media policy variations
•Differbycompanies •Zappos Twitter Policy: "Be real and use your best judgement"
facebook content strategy
•Establish a Voice: speaks to its target audience andthatis consistent with brand values. •Social Media Rule ofThirds: 1/3 of the content should promote the business; 1/3 of the content should be shared from other businesses, news articles, or other pages; and 1/3 of the content should be based on personal interactions. •Post at Optimal Times-Thursday to Sunday, 9pm, 1pm, and 3pm is best time to post •Make the Most of Pinned Posts - Pinning important events, announcements, promotions is agreat way for brands to gain more engagements and reach •Use Emojis •Use Go Live, 360 video •Avoid Baiting: Click baiting, tag baiting, vote baiting, comment baiting, sharebaiting
add hashtags to profile
•Gives users an opportunity to express things they care about •Brands can promote UGC campaign hashtags •Brand ambassadors can link the hashtag
shopping tags in instagram stories
•Highlight individual products within an image and link to their e Commerce page •Shop at the moment of engagement and boosting sales
etiquette's
•How to respond to comments from customers •Attitude
brand guidelines
•How to talk aboutproducts, services andcompany •Visual content, voice,tone,etc.
facebook zero recommendations
•Post less frequently •Post highly valuable, engaging content •Target a specific audience •Post timely, trending, or news worthy topics •Utilize storytelling •Create and post more video content •Diversify to other social media platforms
rules and regulations
•Required, prohibited, permitted behavioral codes ofconduct •Should address "what needs tobe refrained fromposting': •Defamatory content •Racially offensive •Discrimination •Personal attacks •Proprietary and confidential information •Material that infringes the copyright of another person •Should address not to insult or disparage the organization (products/services) •Should address 'personal use of social network' •Scope: Organization's property & Personally owned devices
components of social media policy
•Rules and regulations •Brand guidelines •Etiquettes •Copyright •Confidentiality & Privacy •Security risks •Legal risks •Roles and responsibilities •Accountability
after the campaign
•Share results •Follow-up •Report and analyze
IGTV app & Instagram app
•Sharingand viewing longer videoon vertical mobile format •Engaging content adds value to brand •#REVOLVEcarnival
components of a facebook post
•Text: 140 characters or fewer is ideal •Photos, videos, GIFs: -photos: higher engagement -videos: higher engagement; becoming adominant force -GIFs: feature products, behind-the-scenes footage, how- to, etc. •Hashtags: higher engagement; use1-3
importance of crisis management in social media
•The Age of Crisis: Crisis are inevitable in the age of social media •Crisis: Major occurrence with a potentially negative outcome that interrupts normal businesstransactions •Types:Rumor,Workplaceviolence,Technical error, Malevolence,Transgression... •Individuals' perceptions of an event can vary: Difficult to control
marketing with instagram
•Top 50 global brands post an average of 4.9 times per week •75% of users take action, such as visiting a website after looking at a brand'spost •30% of users have purchased a product discovered on Instagram •Highest follower interaction rate among all social media networks
Cost Per Lead (CPL)
•a fixed commission for a lead •the advertiser pays for an explicit sign-up from a consumer interested in the advertiser offer - Revenue Share an agreed-on percentage of the purchase amount is awarded
affiliate mktg pros
▪It's pay-for-performance marketing ▪Your e-commerce visibility increases without any investment ▪ Very low costs ▪Infinite scalability
affiliate marketing
▪Type of performance-based MKT in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts •Brand (merchant) partners with affiliates (bloggers, publishers, companies, organizations, etc.) to promote their brand, offers, deals, sales, etc. •With affiliation, it acquires a selling network at zero cost because it only pays when the purchase is completed (cost per acquisition or CPA)
affiliate mktg cons
▪You need specific software ▪Working with affiliate platforms can be difficult if your shop is small ▪You must provide your affiliates with resources (for example, banners) ▪It is only possible if you have a large profit margins
collections ad
○ It shows up with a video and "four" images underneath the video ○When users click on the ad, they will enter the full-screen experience (landing page) within the Facebook app.
video ad
○A video appears on a user's news feed. ○Include captions on all Facebook video ads because it plays silently until users taps on the video to activate sound.
slideshow ad
○It plays transitioning images, which can be set to music. ○It is a good option for companies that do not have the resources to produce a video with high quality.
image ad
○The most basic ad format on Facebook ○It contains an image, caption, and CTA button
snapchat by the numbers
●41% of all users are 18-34 years old ●77% of college students spend 30 minutes in the app everyday ●70% of users are female ●3.5 billion Snaps posted each day
twitter content strategy
●Ask questions and run polls ●Market research ●Engage with followers' interests ●Have followers weigh in on a new product ●Promote offers, events, and contest ●Use Direct Messages to resolve any issues privately ●Keep tweets short ●Post Consistently and at Optimal Times
launching a social media campaign
●Establish Goals: establish what you hope to accomplish with the campaign. ●The campaign should be built around specificbusiness goals, suchasbrand awareness, leads, sales, increasing web traffic, or generating email subscribers
before the campaign
●EstablishGoals ●Choose acampaign idea, theme andtype ●Identify the targetaudience ●Determine a campaign budget and resources ●Outline the campaignparameters ●Chooseincentives ●Determine where the campaign willlive ●Select socialnetworks ●Choose a timeline ●Develop campaign assets and calendar
gucci: make it look like nothing else
●Gucci's Instagram account looks more like afine art museum than a high fashion brand. ●use Instagram as a resource and marketing tool to engage with millennial customers
pinterest components
●Homefeed ●Pin ●Board
source quality
●How often people pin content from the website or blog, so it's important that brands add the "Save" button to company websites.
twitter algorithm
●In case you missed it: Shows tweets that you may be interestedinthat wereposted sometime ago ●Show the best tweets first: Twitterwill show you the tweets that they think are most relevant to youfirst on your timeline. ●Happening now: Currentevents andtopics Twitter thinks you might be interested in ●Remaining Tweets: the rest of the tweets from the accounts youfollow in reverse-chronologica lorder
youtube content strategy
●Keep videos short and concise ●Experiment with different content types ●Publish videos regularly and at optimal times ●YouTube Live ●Embed YouTube videos on websites, blogs and in emails ●Create Playlists ●Include a call to action at the end of the video (subscribe to our channel, like, comment, share, visit our website, watch another video). ●YouTube Showcases Shoppable Videos
optimizing youtube videos
●Keywords -What would target market enter into a Google or YouTube search? ●Titles -Should immediately entice users to watch the video. ●Tags -ensure that videos appear inthe "related" video section of YouTube. ●Transcripts and Closed Captions - YouTube makes it very simple to add closed captions and transcripts to videos directly within their video editor.
why facebook
●Most companies seeking to run paid-for advertisements on social media will likely wish to start onFacebook. ●Why Facebook? ○Size of Facebook's user base (2.41 billion monthly active usersas of the 2Q of2019) ○Advanced ad platform
provide access to live events
●NBA uses Snapchat to provide live access to the NBA draft, all- star game, slam dunk content & NBA finals ●Live event, trade shows, product launches
snapchat content strategy
●Post daily and at optimal times ●Hold Snapchat contests ●Offer Incentives ●Sneak peeks or behind-the- scenes stories ●Holiday sales ●Use influencers ●Provide Access to Live events
during the campaign
●Promote theCampaign ●Monitor and engage ●Adjust
youtube algorithm
●Recommends videos its users want to see most ●Based on: ○video relevance ○video quality ○Watch time (views, view duration, session starts, upload frequency, session duration, session ends) ○the number of video likes and dislikes •Prioritizes watch time, and time spent on the platform over views
snapchat in ecommerce
●Snapchat adds news Amazon eCommerce Integration, facilitating shopping in-app
determine a campaign budget and resources
●Social media advertising ●Employees ●Social Media Tools &Software ●Assign responsibilities tothe entire social media team members ahead of time ensure a smooth process. ●Most companies spend about 5% to 15% of annual revenue on marketing ●Of the total marketing budget, approximately 35% to 45% shouldbe spent on digital marketingactivities ●Of the digital marketing budget,about15% to 25% usually gets spent on social media marketing efforts (organic and paid) ○Strategy10% ○Project Management5% ○Design, Graphics, Videography, Visuals30% ○Ad Spend40% ○Copywriting10% ○Tracking Results5%
instagram content strategy
●Take advantage of Instagram Stories, Live Video, Group video calling ●Post with a location ●Use tags,emojis ●Post consistently and at optimal times ● Experiment with different caption lengths ●Post visually appealing content ●Re-gram user-generated content ●Engage with your audience ●Avoid overt product pitches
marketing with twitter
●Today, peoplefrom aroundthe worldturn to Twitterfor everyday news, sports, fashion, and politics ●Twitter users are three times more likely than Facebook users to follow abrand
burberry: spotlight the makers
●Union of fashion and art, much of the Burberry Instagram features collaborations with artists ●Launched limited edition products that features the new #ThomasBurberryMonogram.
●Visual pinboard-style social sharing network where people discover and save ideas ●Every idea is represented by a"Pin" that includes an image, a description and a link back to the image's source online ●Pinterest allows users to save and categorize images into different boards ●Once a Pin is added, others will see that Pin on the Pinterest home feed and can save the Pin to their boards
selected social networks
●Where will the campaign run? ●Think of the target market and where they are most active
marketing with youtube
●World's most popular online video sharing site ●1.5 billion+ monthly active users (almost 1/3 of the entire internet) watching 5 billion videos everyday ●Second largest search engine and second most popular website in the world after Google
click-through rate (CTR)
●the number of clicks divided by the number of times your ad is shown ●clicks ÷ impressions X 100
looking ahead
"Pinterest's aspiration is to own visual search—and more broadly, help move consumers from inspiration to action" ●Changing the future of search ●Search ads targeting Pinterest searches ●Move consumers from awareness, to consideration to purchase
boosted post pros
- It helps you get more people to react, share and comment on it. -It is very easy to do and available for any post on your Page's timeline.
tracking: the lifeline of affiliate mkt
-Affiliates send traffic to merchants through links or URLs. -These links set a cookie on the customer's computer, which allows the software to track the sale. -When the customer completes the required action on the merchant's Website, the cookie will allow the tracking software to collect the info needed to award the commission (e.g. clicks, conversions) -the affiliate receives a percentage of sales or some other form of compensation generated by that traffic
boosted post
-It is not created in Ads Manager and can optimize for Page likes, comments, and shares or brandawareness. -a post to your Facebook Page's timeline, which will show up in your audience's (follower) Facebook News Feed.
facebook zero
-Prioritize person-to-person connections, showing people content from their friends over public content •Marketers immediately recognized that if there's more room for personal content, there would be less room for branded content as a result. •Average engagement and organic reach are down •lower organic reach with increased emphasis on Facebook advertising, increased competition among brands
facebook strategies for fashion and beauty brands
1.Go Live: fashion shows, acelebrity interview, or aQ&A session witha beautyguru. 2.**?** allows viewers to click prompts on the screento saveitemsforviewinglaterortoheadstraighttoalinktobuythem. 3.Make Friends with Influencers and engage with fangroups. 4. Add a Chatbot: answering customer service-type questions, or providing personalized beauty tips or outfit selections
boosted post cons
1.If your audience' friends are not interested in your page,you may be wasting your money by pushing your post out to them. 2.A boost post is not created in Ads Manager so you won't have all the customization features
who dominates social commerce space
1.Instagram 2.Facebook 3.Pinterest
pinterest by the numbers
200 million monthly users ●70% women ●60% have children under the age of 5 ●Pinterest is very popular among millennials Users are doers: ●93% use Pinterest to plan purchases ●67% have discovered a new brand ●87% purchased something
confidentiality & privacy
Concerns related to organizations' confidentiality and disclosure of proprietary datapolicies •Content posted on social media platforms need to comply with the confidentiality and disclosureof proprietary datapolicies •Don't disclose confidentialinformation •Avoid forums where there is little control over what you know to be confidentialdata •Respectthe privacy of your partnersand associatesas well as theopinions of others
outline the campaign parameters
Contest submission instructions, hashtag use, use of personal data, contest guidelines, winner selection
campaign assets and content calendar
Hashtags, color scheme, header images, social media posts, post images, videos, web page images and more.
pin quality
Higher quality Pins will be ranked higher in the Pinterest home feed.
choose incentives
In order to encourage user participation in the campaign, incentives should be provided
article pins
Include a headline, author and story description, allowing Pinners to share and save stories
instagram strategies
Instagram'syoung audience likes current, creative, anduseful content •Young audience •Execute messages-high-quality •Creative, current, and useful content •Showcase uniqueness content & personal touches
carousel ad
It allows advertisers to show multiple product images that a user can scroll through
facebook ad
It is created through Ads Manager and can optimize for app installs, website conversions, and shoporders.
thumbnails
Jamie Olivier's Food Tube adds company branding to each thumbnail for brand awareness and consistency
benefits of social media policy
Protect the employee: •Spell out what 'common sense' is: Guidelines to help explaining accepted behaviors •Minimize confusions about murky legal issues Protect the organization (The reputation of the company/ brand) •Preclude the company's reputation from damage •Protecting data and sensitive information Growing your business •Raise awareness of the brand •Brand consistency online (appearance, tone, proper image) •Clarify organizational structure
social media
Social media includes, but is not limited to thefollowing: •Multi-media,videosharing, photosharing •Social networking sites (SNS) such as Facebook, Linkedin •Blogs and microblogs, such as Twitter •Wikis •Websites •Comment areas on websites
determine where the campaign will live
Social media, company website, microsite, app
choose a timeline
Start date, end date, and calendar with all ofthe tactics to be used throughout the campaign
intro to facebook
Today, Facebook is the largest socialnetworking in the world,with over 2 billionmonthly activeusers.
facebook ad strategy
When creating an ad, an advertiser must select an audience and narrow the targetingon three dimensions: demographics, interests, and behaviors
Cost per click (CPC)
When you want to focus on clicks on your ads and drive traffic to your website
Cost per Acquisition (CPA)
When you want to focus on conversions (purchased a product, signed up for your newsletter, or downloading your app)
Cost per thousand impressions (CPM)
When you want to focus on impressions (the number of times your ad shows)
social media policy
a ___ that provides guidelines for ___ who post content on the internet either as part of their job or as a private person
Cost per click (CPC)
a very small part of the affiliate marketing mix, where the merchant pays a fixed amount for each click through to their Website
snapchat geofilters
are location based overlays available to Snapchatters based on their location.
snapchat filters
are static overlays that can be used to enhance a snapchat image.
product pins
Allow inclusion of pricing information for products
shop the look pins
Allow users to click on to get more information about the products highlighted, with additional prompts to click through and make a purchase.
supreme: collaborate with an instagram titan
Being one of the hottest, most coveted streetwear brands helps, as does the collaboration it announced earlier this year with Louis Vuitton (which just so happens to have 20.4 million Instagram followers).
ad rank =
Bid $ x Clickthroughrate
instagram algorithm
Change shows content that followers engage with the most at top of news feed (2016) •It's important for brands to adopt a content strategy that increases overall post engagement
the AIDA model
-grab their attention -build their interest -create the desire -persuade them to take action
buyable pins
Allow for Pinners to purchase products without leaving the Pinterest app or website
recipe pins
Allow for ingredients, cooking times and serving sizes to be included in the Pin
Cost per action (CPA)
A fixed commission for a particular action
pinterest rating
A number of criteria from Pinterest's smart feed content generator. The content generator decides the quantity, composition and arrangement of Pins to place on the home feed.
