Social Media MKT Exam 2
OFFER INCENTIVES
60% of college students would purchase from a brand if sent a coupon on Snapchat
Snapchat users are big buyers
76% of Snapchat users purchased a product online in the last month
Twitter Account Takeovers
Leads to new followers Greater audience reach Good publicity associated with the brand.
Components of a Snap
Photo or video Creative tools (ability to overlay text, a drawing, stickers, gifs, URLs, and more directly on the image or video) Filters (static overlays); geofilters are location-based overlays d\Lenses (dynamic filters with facial recognition) Music Chat
Verified Account
Some accounts on Twitter are verified to increase visibility, authenticity, and the ability to easily gain more followers. This helps customers know which accounts they can trust to follow.
Run Contest and Promotions on Twitter
Sweepstakes User-generated content photo or video contests Photo caption contests Coupons or product giveaways
Twitter Cover Photo
Takes up a lot of real estate on your profile and is a great place to showcase your brand by featuring products, services, or even highlighting your latest campaign or promotion
is a social microblogging platform where users share short messages called Tweets in 280 character or fewer started in 2006 when Jack Dorsey wanted to create an SMS (short messaging service) based communications platform similar to texting By 2012, six years after its founding, the social networking site grew to over 185 million users Today the platform attracts 330 million monthly users who send over 6,000 tweets per second—more than half a billion per day it has become a platform for brands to reach customers, celebrities to stay in contact with their fans, politicians to share political opinions, and journalists and media companies to report breaking news
Use High quality visuals on pinterest
is a visual platform, so brands should only pin high quality images. brands should showcase product images on pinterest, so rather than pinning a picture of a product on its own, brands should pin product images in the context of how they are used
Tweet
is an update posted on twitter. Like other social media platforms, every tweet should contain text, a photo, GIF or video, as well as a call to action link.
Pinterest Rating
is based on a number of criteria from pinterest smart feed content generator the content generator decided the quantity, composition and arrangement of pins to place on the home feed. the best content will be served first, non chronologically from the time it is pinned the best pins are those with high quality images and great descriptions
Pinterest Algorithm
is based on the quality of pins, the quality of the source behind a pin and a rating assigned by pinterest to each pin
Source Quality
is determined by how often people pin content from the website or blog, so it's important that brands add the pin it button to company websites each pin should link to a reputable website, so the source should match the content
Mention
is like tagging another account in a post Businesses can use tagging to: -Interact with users -Ask questions -Thank people -Highlight a piece of content
Pinned Tweet
pin important tweets to the top of the profile page so that when users scroll down the tweet remains at the top of the page Pin important events, announcements, promotions, special offers or discounts, contests, giveaways, or high performing posts
Snapchat Algorithm
previously users could see snaps from friends celebrities and brands that they follow in chronological order all within the same section of the app. the new design focused on separating branded media and celebrity content from friends' content, which now appear in two separate locations within the app
Remaining Tweets Algorithm
the rest of the tweets from the accounts you follow in reverse-chronological order
Shop the Look Pins
these allow pinners to find and buy products inside fashion and home decor pins
app pins
these pins show an install button so pinners can download an app without leaving pinterest
Snap Cameos
users can be the star of their own short looping videos and send them to friends using the chat feature.
Snap map
users can view snaps from all around the world including sporting events, breaking news, and more users have the ability to tap on the heat map to view snaps from any area as well as from friends who have chosen to share their location
Twitter Reply
users have the ability to reply directly to a tweet with a comment of their own it's a great way for brands to show that they are listening and engaged in topics by creating customer replies and comments on their posts
Snapchat offers a sense of urgency unlike any other platform
with a set time limit for each snap, the fleeting nature of Snapchat is appealing to many users
Post Consistently and at Optimal Times on Twitter
Best day is Wed. best times are 12pm, 3pm, 5-6pm Wed. around noon an 5-6pm are peak moments during workers' break twitter users are 181% more likely to be on twitter during their commute use twitter analytics and Followerwork to track data on your own followers to find the best times to tweet
Direct Messaging on Twitter
Interact directly with followers and potential customers Samsung Australia leveraged a chatbot to help customers find the right TV by asking about their viewing preferences and providing them with recommendations.
Snapchat Demographics
Gender -24% Female 24% Male Age 13-17 69% 18-29 62% 30-49 25% 50-64 9% 65+ 3% Location -Urban 29% -Suburban 20% -Rural 20% Income <$30K 27% $30K-$74K 26% $75K+ 22% Education -high school degree or less 22% -some college 29% -college + 20%
Pinterest Demographics
Gender - female 42% -male 15% Age 18-29 34% 30-49 35% 50-64 27% 65+ 15% Location -urban 30% -suburban 30% -rural 26% Income <$30K 18% $30K - $74K 27% $75K+ 41% Education -high school degree or less 19% -some college 32% -college+ 38%
TWITTER DEMOGRAPHICS
Gender 21% female 24% Male Age 32% 13-17 38% 18-29 26% 30-49 17% 50-64 7% 65+ Location 26% Urban 22% Suburban 13% Rural Income 20% <$30K 20% $30K - $74K 32% $75K+ Education 13% high school degree or less 24% Some College 32% College +
SNAPCHAT CONTENT STRATEGY
-Post short, fun content -Post daily and at optimal times -Tell a great story -Hold Snapchat contests -Offer incentives -Sneak peeks or behind-the-scenes stories -Holiday sales -Use influencers -Provide access to live events
Pinterest Rich Pins For Business
-product pins -recipe pins -article pins -app pins -carousel pins -buyable pins -shop the look pins
Emojis
25.4 percent higher engagement rate for a Tweet with one emoji compared to tweets without
Twitter Content Strategy
30-40 percent of tweets should be replies to other people. Multi-way discussions Ask questions and tweet about industry news, trending topics, events, promotions, day-to-day activities, company culture, or customer stories Brands should listen and respond to customer's comments and questions in real time, retweet, like and follow customers or industry thought leaders on a regular basis Use @mentions and tag people in posts to increase engagement and reach -Keep tweets short -Post Consistently and at Optimal Times: -Use Twitter Lists ●Ask questions and run polls ●Market research ●Engage with followers interests ●Have followers weigh in on a new product ●Get feedback ●Encourage predictions ●Promote offers ●Events -Provide customer service -use emojis -run contest and promotions -host a twitter chat -account takeovers -go live
PIN CONSISTENTLY AND AT OPTIMAL TIMES
5 to 30 pins per day best times are saturdays, 2-4pm, 8pm-1am
Users and Doers
93 percent use Pinterest to plan purchases 67 percent have discovered a new brand 87 percent purchased something Spend 45 percent more on gifts, 30 percent more on fashion, 27 percent more on home decor, and 5 percent more on groceries than people not on Pinterest.
Twitter Algorithms
A 2018 change allows users to toggle between Top Tweets and Latest Tweets. Types: -In case you missed it: -Show the best tweets first: -Happening Now: -Remaining Tweets:
go live on twitter
AirBNB is incorporating 360 livestreaming into its Twitter strategy, giving viewers a glimpse into vacation destinations around the world Toyota uses 360 live video to give followers a tour of its futuristic cars.
On Twitter Brands Should Use
Branded hashtags Hashtags with keywords relevant to their business Popular or trending hashtags Holiday hashtags #NationalDonutDay #LoveYourPetDay #InternationalDayofHappiness
Holiday Sales
Consumers expect discounts during holidays Holidays keep brands top of mind through coupons or deals Capitalize on social media holidays to keep followers engaged year long
Twitter Lists:
Curated group of Twitter accounts Businesses can create their own lists or subscribe to lists created by others Lists can be private or public
Happening Now Algorithm
Current events and topics Twitter thinks you might be interested in
Twitter Allows Businesses to
Discover what's happening Increase brand awareness Provide customer service connect with customers brand advocates and influencers
Twitter Chat
Discussion that occurs on Twitter with the use of a predefined hashtag that links tweets together in a thread or conversation The chat is prearranged and occurs as a designated day and time
Creating a Snapchat profile
Download the mobile app and create an account Create a username that matches the name of your brand or company Update your settings so that Snaps are public
Board (pinterest)
Every Pin lives on a _________ that is created by users clustering related ideas can be sorted by product category, interest, or topic
Covid 19 Response
Helped people find reliable information Protected the public conversation Partnered with organizations and engaged with the public Empowered research for COVID-19 Ensured site reliability
Pinterest Components
Home feed Pin Board
Provide Access to Live Events
Live Events, trade shows, product launches NBA uses Snapchat to provide live access to the NBA draft, all-star game, slam dunk content & NBA finals
Twitter customer service
Provide ___________ ____________ Create a dedicated twitter support handle Answer inquiries in a timely fashion Use Direct Messages to resolve any issues privately
Snapchat Ask Questions
Questions allow for brands to engage in conversations directly with followers brands can engage with fans by asking them to weigh in on their next product or to provide input on what they like most about their favorite product or service
Twitter Profile Picture
Select a profile photo that visually represents the brand such as a company logo
Twitter Gallery
Showcases your most recently tweeted videos and photos. Make sure that the media gallery is fully populated with visually appealing photos
In case you missed it algorithm
Shows tweets that you may be interested in that were posted some time ago
Snapchat Music
Snapchat allows users to incorporate __________ into snaps by allowing users to load songs onto their music players on their mobile devices.
Snapchat for Business
Snapchat is a low cost marketing tool with a wide reach Snapchat allows users to get creative Snapchat offers a sense of urgency unlike any other platform Snapchat users are big buyers
Twitter Bio
The twitter bio is a place for businesses to tell followers, who they are, and why they should follow you
Twitter GIFS
They stand out easily, automatically play in the newsfeed, are easy to digest, can evoke emotion and reactions, are a great way to show a brands sense of humor, and they capture more attention over images has integrated a GIF library directly into their platform. Over, 100 million GIFs are shared each year on Twitter.
Founding and Growth of Snapchat
Three Stanford University students had the idea to create an app with disappearing pictures Evan Spiegel is the current CEO and only remaining founder involved in the company Today, more than 178 million people are using Snapchat to create over three billion snaps every day More people watch Snapchat's coverage of college events like football, political debates, or music awards than on television
Snapchat allows users to get creative
With a variety of colors, users can draw doodles with their finger to alter photos or videos the latest snapchat update allows users to add video filters to slow down speed and reverse snapchats
Twitter hashtags
Tweets with hashtags receive two times more engagement than tweets without Only use between one and two hashtags.
Marketing With Twitter
Twitter users are three times more likely than Facebook users to follow a brand. 69 percent of Twitter survey respondents have purchased from a brand after following them on Twitter, and 79 percent of those followers retweeted content from that brand. Twitter users are open to interacting with businesses, as many use the platform to search for deals, customer service, product reviews, and purchase ideas.
Show the best tweets first algorithm
Twitter will show you the tweets that they think are most relevant to you first on your timeline.
Setting Up a twitter profile
Username: Profile Picture Bio: 160 Characters location, business hours and a link to your website Add emojis or be creative with text Include hashtags Add the username of other Twitter accounts cover photo pinned tweet gallery verified account
Twitter Video
Users have the option of uploading a video from a desktop or mobile, or use the native video function built inside the mobile app to record and post a 140 second video drive 2.5X more replies, 2.8X more Retweets, and 1.9X more likes when embedded directly into the platform
Visual pinboard-style social sharing network where people discover and save ideas Every idea is represented by a "Pin" that includes an image or video, a description, and a link back to an online source. It 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 Founded in 2009 by college friends, Ben Silbermann, Paul Sciarra, and Evan Sharp, who wanted a social networking site where people could show collections of the things they were interested in boasts more than 335 million monthly users, with over 175 billion Pins
Carousel Pins
a pin with multiple images which allows pinners to showcase different features of a product, advertise multiple products at one or tell a brand story in chapters
Twitter Photos
You can attach up to four photos to a single tweet or a single image can be embedded into the pasted URL Tweets with images receive 18 percent more clicks, 89 percent more favorites, and 150 percent more retweets than tweets without
Getting Started With a Pinterest Business Account
a brand will need to provide an email address, password, business name, website and business category. next a brand creates pinterest boards. these boards should make sense for the target audience and not just for the business once boards have been created, add relevant pins to each category once several pins have been added to each board, choose the most visually appealing pin to serve as the boards cover pin
Bitmoji
a personal mini me to express yourself on snapchat
Snapchat Creative tools
after taking a photo or recording a video users have the ability to overlay text, a drawing, stickers, gifs, URLs, an more directly on the image or video. You may easily customize the size and font colors of your text when composing within the app
Recipe Pins
allow for ingredients cooking times and serving sizes to be included in the pin
Buyable Pins
allow for pinners to purchase products without leaving the pinterest app or website brands can now upload their full catalog of products to pinterest
Product Pins
allow inclusion of pricing information for products
Snapchat Chat
allows for users to interact with one another through instant messaging, voice calling, video calling, stickers, and bitmojis. they are immediately deleted from the conversation after they are viewed
Quote Retweet
allows the user to add a comment to give the retweet context
Snap Games
allows users to instantly play games with friends within the app no, install required
Snapchat Visual Search
allows users to simply point their camera at a product or barcode to find and purchase the product on Amazon users can also share the product in a snapchat or text the link to a friend directly within the app.
Geofilters
are location-based overlays available to snapchatters based on their location are great for events or for the businesses with a physical location
Snaps
are pictures or video messages taken and shared with friends on Snapchat in real time they can be viewed for up to 10 seconds depending on the duration the user chooses Users can choose to have their photo or video saved in their phones photo gallery or just send it to friends Each snap features an icon that indicates how much time you have left to view it before it disappears snaps disappear ormt eh screen once they are viewed (unless a friend saves it with a screenshot or another camera)
Filters
are static overlays that can be used to enhance a Snapchat image
Snapchat Lenses
augmented reality experiences friends can play with
Marketing With Pinterest
brands can capitalize on the popularity of ____________ as users discover their brands through the sharing of inspiring pins. brands can also leverage __________ to increase web traffic, as every day ___________ drives millions of visits to other sites through referral traffic
Twitter Username
can contain up to 15 characters and should resemble the name of the brand
Use Influencers (snapchat)
capitalizing on an influencer's follower base is a great way to increase the number of brand followers ad brand awareness snapchat is the perfect platform for influencer takeovers to promote specific content from a brand
Snapchat Filters
frames and artwork friends can add to their Snaps
Snapchat photo or video
from the camera screen, users have the option oto tap once to take a ____________ or hold down the camera button to record a __________ users can easily send the sanpas to friends directly or add them to their story
Advertise on Twitter
great way for brands to complement their social media marketing strategies to reach target audiences and achieve specific marketing objectives on Twitter
Snapchat Contests
great way to encourage users to engage with your brand
Pin Quality
higher quality pins will be ranked higher inthe pinterest home feed high quality pins are based on the amount of interactions or number of repins
Twitter Text
in 2017 twitter doubled the character limit for tweets from 140 to 280
article pins
include a headline, author and story description, allowing pinners to share and save stories
Pin
includes an image or video, a description, and a link back to an online source. You can even add a text overlay or include a logo on an image. when users click ______, they can save, comment, share, and a photo to the pin, or click on the call to action URL to find out more can be added from websites using the pinterest browser extension
Retweet
shares someone else's tweet with people who follow you
Pinterest Home Feed
shows the pins saved by people you follow in pinterest as well as topics and boards you follow will also show its users pins in the home feed inspired by users' boards or revent activity
Post Short, Fun Content
since snapchat caters to a younger demographic, pictures and videos should not be focused on capturing the highest quality moments
Snapchat Response to Covid 19
snapchat became an efficient way for people to stay connected as well as for snapchat to spread awareness of public health updates allowed snapchatters to find news related to COVID-19 from more than three dozen media partners launched three covid 19 lenses including a global lense with information from the world health organization
POST DAILY AND AT OPTIMAL TIMES
snapchat is a nocturnal app so aim to ens out snaps between 10:00 pm and 1:00 am any day of the week works as users are constantly accessorising the platform
Sneak Peaks or Behind the Scenes Content
snapchat is a powerful tool to provide followers with a day in the life of your company through documented day to day operations brands can use snapchat stories to provide followers with a tour of business operations or show a day in the life of their employees
Snapchat is a low cost marketing tool with a wide reach
snapchat is free and houses millions of active daily users
Lensenses
the difference between a snapchat filter and a snapchat _________ is that a filter is static and a __________ is dynamic. they add animations to our faces when taking a selfie video or photo use facial recognition software to track your face and apply animations to facial movements
First Five Pins
the first five pins of the day are now prioitized for distribution going those give pins the best chance to be seen in the home feed
