MARK 3370 EXAM 3

SNAP BIDDING

Goal based bidding allows brands to bid on a goal, like total impressions, video views, swipe ups, shares, or installs.

TYPES OF INSTAGRAM ADS

PHOTO VIDEO CAROUSEL STORIES COLLECTIONS

COMPONENTS OF A TWEET

Tweet: A 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.

TWITTER ALGORITHM

• 2018 change allows users to toggle between Top Tweets and Latest Tweets. • • Watch the video to learn how to change your algorithm settings.

CRISIS RESPONSE PLAN

•A social media crisis team with roles and responsibilities. • • Up-to-date contact information for critical employees. • • Guidelines for identifying the type and magnitude of a crisis (code yellow, code red). • • A document with pre-approved messages for code yellow issues. • • Escalation and approval processes for code red issues.

SOCIAL MEDIA CRISIS RESPONSE

•Act and Act Fast. • • Use all Means to Communicate. • • Never Delete a Negative Comment. • • Validate. • • Be Authentic. •Encourage Dialogue. • • Don't Argue. • • Don't Insult Your Customers. • • Turn Off Scheduled Posts.

SOCIAL MEDIA ADVERTISING

•Advertisements are served to users on social media platforms. • • Social media advertising is a highly effective way to target audiences on social media based on a wealth of demographic and lifestyle information on social users. • • Social media advertising can be highly effective when done right.

FACEBOOK AD OBJECTIVES

•An advertising objective is what the brand wants people to do when they see the brand's ad. • Awareness Consideration Conversions

TWITTER CONTENT STRATEGY

•Ask questions and run polls / Market research • • Engage with followers interests / Get feedback • • Have followers weigh in on a new product • • Encourage predictions / Promote offers / Events

CRISIS RESPONSE PLAN

•At some point, companies are bound to make a misstep, face criticism over a company policy, or a product or service will fail and the message will go viral. • A social media crisis response plan outlines the steps a company should take when a crisis occurs. • Develop the crisis plan before it's needed. Ensure quick and appropriate response.

TWITTER BIDDING

•Auction model • Automatic bidding Maximum bidding Target bidding

PINTEREST TARGETING

•Automated Targeting • • Demographics • • Interests • • Keyword • • Customer Lists • • Actalikes

SETTING UP A TWITTER PROFILE

•Bio: A place for businesses to tell followers, who they are, and why they should follow you. • 160 Characters / Include hashtags Location, business hours, and a link to your website Add emojis or be creative with text / Add the username of other Twitter accounts

SOCIAL MEDIA ADVERTISING BENEFITS

•Brand awareness / Increased brand loyalty • • Increased social and website traffic / Increases revenue • • Increased leads and higher conversion rates / Cost-effective • • Highly measurable / Audience targeting • • Marketplace and customer insights / Greater reach • • Improved search engine rankings

COMPONENTS OF A TWEET

•Brands should use: • Branded hashtags Hashtags with keywords relevant to their business Popular or trending hashtags Holiday hashtags

INSTAGRAM BIDDING / MEASURING ADS

•Budgets and bids work the same as Facebook. • • Run ads both on Facebook and Instagram and Facebook will target the right people at the lowest cost. • • Analytics are available within Facebook Ad Manager.

PINTEREST BIDDING

•Custom Bids • • Automatic Bids • • Keyword Level Bidding

CONFIDENTIALITY

•Define what information should never be shared on social media. • • Could include financial figures, insider trading information, plans for a rebrand, acquisition etc. • What information is meant for internal vs. external audiences

ROLES & RESPONSIBILITIES

•Determine who is responsible for specific social media governance tasks. • Designate a company spokesperson responsible for answering questions about your company on social media

SECURITY RISK

•Educate employees on threats and the actions they can take. • • Create secure passwords. • • Avoid threats. • Respond to a security breach

ACCOUNTABILITY

•Every employee is responsible for what he/she publishes online. • • Be clear about the consequences of employees' actions online.

RULES AND REGULATIONS

•Expectations for appropriate employee behavior and conduct. • • Brand guidelines. • • Etiquette and engagement.

INTRODUCTION TO PINTEREST

•Founded in 2009 by two college friends, Paul Sciarra and Evan Sharp, who wanted a social networking site where people could show collections of the things they were interested in. • • Today, Pinterest boasts more than 335 million monthly users, with over 175 billion Pins.

COMPONENTS OF A TWEET

•GIFS: Twitter has integrated a GIF library directly into their platform. • • Over, 100 million GIFs are shared each year on Twitter. • • 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.

COMPONENTS OF A TWEET

•Hashtags: Tweets with hashtags receive 2x more engagement than tweets without. • • Only use between one and two hashtags.

TWITTER ALGORITHM

•In case you missed it: Shows tweets that you may be interested in that were posted some time ago. • • Show the best tweets first: Twitter will show you the tweets that they think are most relevant to you first on your timeline. • • Happening Now: Current events and topics Twitter thinks you might be interested in. • • Remaining Tweets: The rest of the tweets from the accounts you follow in reverse-chronological order.

INSTAGRAM ADVERTISING

•Instagram is the second most popular social media network for advertisers today. • • For brands wishing to advertise on Instagram, they must have a Facebook Page and create an Instagram Business Profile.

TYPES OF SNAP ADS

•Lenses • • Filters • • Snap Ads: • Web Views App Installs Long Form Videos Collection Ads

TWITTER CONTENT STRATEGY

•Less promotion, more conversations: • 30-40% of tweets should be replies to other people. Multi-way discussions. / Keep tweets short. 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.

LINKEDIN ADVERTISING

•LinkedIn Advertising is great for B2B companies looking to reach a professional target market. • • Whether a brand's goal is to generate leads, increase brand awareness, or even event registrations, LinkedIn ads are a great way to achieve these goals.

FACEBOOK TARGETING OPTIONS

•Location • • Demographics • • Interests • • Connection Type • • Behavior • • Custom Audiences

COMPONENTS OF A TWEET

•Mention: A mention on twitter 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

TWITTER ADVERTISING

•Objective-based campaigns designed to help brands achieve results and add business value. • • Twitter ads can help brands expand their influence and connect with new audiences.

LINKEDIN TARGETING

•Over 690 million active professionals are on LinkedIn. Brand can target audiences by job title, function, industry, and more. • • Demographic Data. • • Customized targeting with Matched Audiences: • Website Retargeting Contact Targeting Account Targeting • LinkedIn Audience Network helps brands reach target audiences on thousands of partner apps and websites beyond LinkedIn.

COMPONENTS OF A TWEET

•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% more clicks, 89% more favorites, and 150% more retweets than tweets without.

PINTEREST ALGORITHM

•Pin quality • Source quality • Pinterest rating

PINTEREST ADVERTISING

•Pinterest ads help people decide what to do or buy next. • • Since people use Pinterest to find new ideas and products, it's a great platform for B2C brands to leverage for advertising. • • With the Pinterest Ads Manager, brands can create, edit, and manage Promoted Pins.

INTRODUCTION TO PINTEREST

•Pinterest is a 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.

PINTEREST PINS FOR BUSINESSES

•Product Pins • Recipe Pins •Article Pins • App Pins •Carousel Pins • Shop the Look Pins • Buyable Pins

TYPES OF TWITTER ADS

•Promoted Tweets • Promoted Accounts • Promoted Trends • Promoted Trend Spotlight

POTENTIAL LEGAL RISK

•Properly credit sources. • • Privacy and disclosure procedures. • Employee disclaimers

BENEFITS OF A SOCIAL MEDIA POLICY

•Protects a company's reputation. • • Helps employees understand how to use social media to promote the brand. • • Creates brand consistency. • • Prevents companies from being held liable for what employees say and do on social media. • • Helps to manage employee conduct.

TWITTER CONTENT STRATEGY

•Provide customer service • • Create a dedicated twitter support handle • • Answer inquiries in a timely fashion • Use Direct Messages to resolve any issues privately

BRAND GUIDELINES

•Recommendations about the tone of voice (e.g., friendly, approachable, authentic, honest or conversational). • • Guidelines on the use of hashtags. • • Types of images and videos. • • Colors and font for images. • Specifications for logo use

SOCIAL MEDIA POLICY

•Rules and regulations • • Confidentiality • • Potential legal risks • • Security Risks • • Brand guidelines • • Roles and responsibilities • • Accountability

TWITTER CONTENT STRATEGY

•Run Contests and Promotions / Sweepstakes • • User-generated content photo or video contests • • Photo caption contests / Coupons or product giveaways

SOCIAL MEDIA ADVERTISING STRATEGY

•Select Goals / Select the Target Market • • Select Platforms / Select the budget • • Select the Ad Format / Consider the Ad Funnel • • Develop the content

IDENTIFYING A SOCIAL MEDIA CRISIS

•Set up a listening procedure. • • Set up monitoring streams and alerts. • • Set crisis parameters. • • Watch for data spikes.

PINTEREST BUSINESS ACCOUNT

•Setting up a business account • Profile Picture About Section Business Location Create Boards (titles and descriptions) Add Pins to Boards

SOCIAL MEDIA POLICY

•Social media policy outlines how an organization and its employees should conduct themselves online. • • This document helps to safeguard your brand's reputation while also encouraging employees to responsibly share the company's message. • • It should be a living documented updated regularly.

TYPES OF LINKEDIN ADS

•Sponsored Content • • Message Ads • • Conversation Ads • • Text Ads • • Dynamic Ads • • Job Ads

TYPES OF PINTEREST ADS

•Standard • • Video • • Shopping • • Carousel • • App Install

INTRODUCTION TO TWITTER

•Today the platform attracts 326 million monthly users who send over 6,000 tweets per second—more than half a billion per day. • • Today, people from around the world turn to Twitter for everyday news, sports and politics. • • 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.

INTRODUCTION TO TWITTER

•Twitter is a social microblogging platform where users share short messages called Tweets in 280 character or fewer. • • Twitter 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.

MARKETING WITH TWITTER

•Twitter users are three times more likely than Facebook users to follow a brand. • • 69% of Twitter survey respondents have purchased from a brand after following them on Twitter, and 79% 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.

SETTING UP A TWITTER PROFILE

•Username: Can contain up to 15 characters and should resemble the name of the brand. • • Profile Picture: Select a profile photo that visually represents the brand such as a company logo.

PINTEREST BY THE NUMBERS

•Users are doers: • 93% use Pinterest to plan purchases. 67% have discovered a new brand. 87% purchased something. Spend 45% more on gifts, 30% more on fashion, 27% more on home decor, and 5% more on groceries than people not on Pinterest.

COMPONENTS OF A TWEET

•Video: Users have the option of uploading a video from a desktop or mobile device, or use the native video function built inside the mobile app to record and post a 140 second video. • • Videos drive 2.5x more replies, 2.8x more Retweets, and 1.9x more likes when embedded directly into the platform.

YOUTUBE TARGETING

•YouTube Video ads run on YouTube and across the web through the Google Display Network. Reaching over 90% of Internet users worldwide through 2 million sites and apps. • • Demographic / Interests • • Affinity audiences / Custom affinity audiences • • Life events / In-market audiences / Video remarketing