CADS 3810 Final Exam
@ mention sharing for stores
"Add This to Your Story" option Businesses can easily repost mentions from users Maximizes return on influencer marketing investment
Social media rule of thirds
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 1/3 of the content should be based on personal interactions.
Text
140 characters or less is ideal
Snapchat
41% of all users are 18-34 years old 77% of college students spend 30 minutes in the app every day 70% of users are female 3.5 billion snaps posted each day
Sponsored cards
Content that may be relevant to your video such as products featured in the video. Visible on desktop and mobile devices
Choosing a bidding strategy
Cost per click [CPC] Cost-per-thousand impressions [CPM] Cost-per-acquisition [CPA]
Facebook ad
Created through ads manager Can optimize for app installs, website conversions, and shop orders
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
Happening now
Current events and topics Twitter thinks you might be interested in
Posting frequently is not as important as posting consistency
Depends on the audience Consistency across all media content Losing consistency leads to losing followers
Determine a campaign budget and resources
Determine the total budget and resources needed to run the campaign Example: Social media advertising, employees, social media tools and software
Of the total marketing budget, approximately 35% to 45% should be spent on __
Digital marketing activities
Youtube ad types
Display ads Overlay ads Skippable video ads Non-skippable video ads Bumper ads Sponsored cards
Tags
Ensure that videos appear in the "related" video section of YouTube.
Facebook content strategy
Establish a voice Post at optimal times Make the most of pinned posts Use emojis Use go live and 360 video Avoid baiting
Before launching a social media marketing campaign
Establish goals Choose a campaign idea, theme and type Determine a campaign budget and resources Identify the target audience Outline the campaign parameters Determine where the campaign will live Select social networks Choose a timeline Develop campaign assets and calendar
Establish goals
Establish what you hope to accomplish with the campaign. Example: brand awareness, leads, sales, increasing web traffic, or generating email subscribers
Add a chatbot
Example: Answering customer service type questions or providing personalized beauty tips or outfit selections
Avoid baiting
Example: Click baiting, tag baiting, vote baiting, comment baiting, share baiting
Outline the campaign parameters
Example: Contest submission instructions, hashtag use, use of personal data, content guidelines, winner selection
Go live
Example: Fashion shows, a celebrity interview, or a Q&A session with a beauty guru
Develop campaign assets and calendar
Example: Hashtags, color scheme, header images, social media posts, post images, videos, web page images and more.
Make the most of pinned posts
Example: Pinning important events, announcements, promotions is a great way for brands to gain more engagements and reach
Determine where the campaign will live
Example: Social media, company website, microsite, app
Choose a timeline
Example: Start date, end date, and calendar with all of the tactics to be used throughout the campaign
Snapchat has...
Filters Geofilters Lenses
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
Facebook strategies for fashion and beauty brands includes...
Go live Post shoppable videos Make friends with influencers and engage fan groups Add a chatbot
AIDA model
Grab their ATTENTION Build their INTEREST Create the DESIRE Persuade them to take ACTION
Choose incentives
Helps encourage user participation
Pros of boosted posts
Helps you get more people to react, share and comment on it. Very easy to do and available for any post on your page's timeline
Shopping tags in Instagram stories
Highlight individual products within an image and link to their eCommerce page Shop at the moment of engagement and boosting sales
Clickthrough rate [CTR]
How well your keywords and ads are performing
Cons of boosted posts
If your audience' friends are not interested in your page, you may be wasting your money by pushing your post out to them
Types of Facebook ad formats
Image ad Carousel ad Video ad Slideshow ad Collections ad
Twitter algorithm
In case you missed it Show the best tweets first Happening now Remaining tweets
30% of users have purchased a product discovered on ___
___ has the highest follower interaction rate among all social media networks
Who dominates social commerce space?
Instagram Facebook Pinterest
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 [Example: subscribe to our channel, like, comment, share, visit our website, watch another video]
Optimizing Youtube videos
Keywords Titles Tags Transcripts/Closed captions
Most companies spend about 5% to 15% of annual revenue on __
Marketing
Cons of tracking
Need specific software Working with affiliate platforms can be difficult if your shop is small Must provide your affiliates with resources [Example: banners] Only possible if you have a large profit margin
Bumper ads
Non-skippable ads up to 6 seconds that must be watched before the video can be viewed. Visible on desktop and mobile devices.
CTR =
Number of clicks divided by the number of times your ad is shown or Clicks ÷ Impressions x 100
Pros of tracking
Pay-for-performance marketing Your e-commerce visibility increases without any investment Very low costs Infinite scalability
__ get the post engagement on Facebook
Photos and videos
Slideshow ad
Plays transitioning images, which can be set to music. Good option for companies that do not have the resources to produce a video with high quality
Recommendations for Facebook zero
Post less frequently Post highly valuable, engaging content Target a specific audience Post timely, trending, or newsworthy topics Utilize storytelling Create and post more video content Diversify to other social media platforms
Instagram strategies
Posting frequently is not as important as posting consistency IGTV app and Instagram app Instagram story Shopping tags in Instagram stories Interactive stickers and engaging tools @ mention sharing for stores Add hashtags to profile
Facebook zero
Prioritize person to person connections, showing people content from their friends over public content Average engagement and organic reach are down Lower organic reach with increased emphasis on Facebook advertising, increased competition among brands
During the campaign
Promote the campaign Monitor and engage Adjust
Youtube algorithm
Recommends videos its users want to see most Prioritizes watch time and time spent on the platform over views
Overlay ads
Semi-transparent ads that appear on the lower 20% of the video. Visible on desktop.
After the campaign
Share results Follow up Report and analyze
IGTV app and Instagram app
Sharing and viewing longer video on vertical mobile format Engaging content adds value to brand
Titles
Should immediately entice users to watch the video
In case you missed it
Shows tweets that you may be interested in that were posted some time ago
Collections ad
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
Why Facebook?
Size of Facebook's user base Advanced ad platform
Of the digital marketing budget, about 15% to 25% usually gets spent on ___
Social media marketing efforts [organic and paid]
Establish a voice
Speaks to its target audience and that is consistent with brand values.
Filters
Static overlays that can be used to enhance a Snapchat image.
__ are less expensive than Instagram posts
Story ads
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 Post visually appealing content Re-gram user generated content Engage with your audience Avoid overt product pitches Experiment with different caption lengths
Components of a Facebook post
Text Photos/videos/GIFs Hashtags
Ads manager
The basic and user-friendly Facebook tool for creating and optimizing ad campaigns
The largest social networking in the world, with over 2 billion monthly active users
Image ad
The most basic ad format on Facebook Contains an image, caption, and CTA button
Remaining tweets
The rest of the tweets from the accounts you follow in reverse-chronological order
T/F: The top 50 global brands post on Instagram an average of 4.9 times per week
True
T/FG: 75% of users take action, such as visiting a website after looking at a brand's Instagram post
True
Show the best tweets first
Twitter will show you the tweets that they think are most relevant to you first on your timeline
Affiliate marketing
Type of performance-based market 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. Acquires a selling network at zero cost because it only pays when the purchase is completed [cost per acquisition or CPA]
Used everyday by people around the world to find information on news, sports, fashion, and politics Users are 3 times more likely than Facebook users to follow a brand
Transcripts/Closed captions
Very simple to add to videos directly within their video editor
Youtube's algorithm recommends videos based on...
Video relevance Video quality Watch time [views, view duration, session starts, upload frequency, session duration, session ends] Number of video likes and dislikes
Keywords
What would target market enter into a Google or YouTube search?
Facebook ad strategy
When creating an ad, an advertiser must select an audience and narrow the targeting on three dimensions: demographics, interests, and behavior
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 Example: purchased a product, signed up for your newsletter, or downloading your app
Cost-per-thousand impressions [CPM]
When you want to focus on impressions Example: the number of times your ad shows
Select social networks
Where will the campaign run? Think of the target market and where they are most active
Youtube
World's most popular online video sharing site 1.5 billion+ monthly active users watching 5 billion videos every day 2nd largest search engine and second most popular website in the world after Google
Instagram audience
Young audience likes current, creative, and useful content
Carousel ad
Allows advertisers to show multiple product images that a user can scroll through
Post shoppable videos
Allows viewers to click prompts on the screen to save items for viewing later or to head straight to a link to buy them
Skippable video ads
Allows viewers to skip ads after 5 seconds if they choose. Visible on all devices
Display ads
Appears to the right of the video and above the video suggestions list. Visible on desktop
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
How to achieve advertising goals on Facebook
Boosted post Facebook ad
Interactive stickers and engaging tools
Brands ability to ask questions to followers Emoji sliders adds a layer of emotional context such as tone and mood Poll stickers can be shared or customized to followers
Social media marketing campaigns are...
Built on big ideas that persuade action among followers Have a specific start and end date Promote a product or service ,an event, a company milestone, build brand awareness, or create a community of brand advocates.
GIFs
Can be used to feature products, show behind-the-scenes footage, how- to, etc.
Instagram algorithm
Change shows content that followers engage with the most at top of newsfeed Important for brands to adopt a content strategy that increases overall post engagement
Non-skippable video ads
Ads that must be watched before the video can be viewed. Can be inserted before, during, or after the video. Visible on desktop and mobile devices.
Tracking
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 Web site, the cookie will allow the tracking software to collect the info needed to award the commission [Example: clicks, conversions] The affiliate receives a percentage of sales or some other form of compensation generated by that traffic
Social media marketing campaign
A coordinated social media marketing effort to communicate with a target audience to achieve a marketing or business goal
Boosted post
A post to your Facebook Page's timeline, which will show up in your audience's [follower] Facebook news feed Not created in ads manager Can optimize for page likes, comments, and shares or brand awareness
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
