social media & content mktg exam 2
The first youtube video was published on april 23, 2005 by co-founder Jawed Karim entitled X- 68 mil views
"Me at the Zoo"
How to launch a SM marketing campaign (planning and -pre launch)
1) Determine your campaign goals 2) SMART goals/objectives 3) Identify the target audience 4) Determine campaign budget and resources 5) Outline the campaign parameters 6) Choose incentives 7) Determine where campaign will live 8) select social networks 9) Choose a timeline 10) Develop campaign assets and content calendar 11) Set up listening streams
Influencer marketing content delivers X higher ROI that traditional forms of digital marketing
11X
youtube- First X hours after publishing is the most important for search rankings
24
how many hashtags recommended for linkedin
3-5
how many hashtags are recommended for tiktok?
4-5
Using a logo as profile picture increases visits to page by X on linkedin
6 times
optimal linkedin posting times
7:30-8:30 am, 12 pm & 5-6pm on Tues, Wed, Thurs, 10-11am on tuesdays
Describes the steps that occur when a consumer becomes aware of a product to when they make a purchase decision
AIDA model
x section is crawled by search engines. Optimize by:
About Us; Using industry related keywords Including location, contact info, etc
what does AIDA stand for
Attention, Interest, Desire, Action
2 traditional influencers
Celebrities Athletes
Why is posting organically on social media not enough?
Changes in algorithms affect the amount of your followers you can reach Increased volume of content on social means that your message gets drowned out more easily.
snapchat content strategy
Consider that the majority of users are teenagers and in school during the week. Good time to post is also before and after school hours Nocturnal app; aim to send snaps between 10pm-1am any day of the week Sneak peeks or behind-the-scenes stories Provide access to live events
3 youtube posting best practices
Consistent publishing cadence helps grow followers Avoid uploading batches of videos at once and spread it out over days/weeks Regularly weekly content is consistently ranked higher in search
native analytics show what?
Demographics Watch time Traffic sources Devices likes/comments/shares
Campaign raised awareness for terminally ill children UGC images shared on twitter & instagram Disney donated $5 for every image uploaded- tracked with the hashtag Campaign raised 2 million for make a wish
Disney: share your ears campaign
recommended content types for linkedin
E-books Slideshare presentations Infographics Blog posts Case studies Third party industry articles Podcasts Product how tos Webinars Customer success stories
what are some companies that are finding success on tiktok and why
Fenty beauty- how to videos and influencers to encourage UGC Vessi- giveaways and UGC Guess- challenges to encourage UGC Elf cosmetics-video challenges with influencers to encourage UGC NBA- light and funny content to build relationships
pinterest rule of thumb for branded pins
For every 1 brand-related Pin, share at least 5 Pins from content that belongs to others
Leverages various marketing channels to achieve specific communication goals, including: -Increasing brand awareness -Generating interest -Encouraging engagement/responses
Integrated marketing communications (IMC)
For brands looking to gain the trust of their consumers with the content that they product, x is the ideal platform to use
X is the most trusted social platform amongst consumers
6 influencer marketing tools
Onalytica Followerwonk Buzzsumo IndiaHash Traackr Hootsuite
Things like contest submission instructions, hashtag usage, how winners are selected, promotion dates, how personal info is collected and used...
Outline the campaign parameters part of a social media campaign
linkedin algorithm
People you know: those that you have interacted with directly through likes, comments, and shares are given more weight Things you are interested in: ranks posts based on members' interests by tracking the groups they are in and the hashtags, people, and pages they follow Things you engage with: the probability that its members will like, comment on, or share a post
pinterest algorithm
Pin Quality: Higher quality Pins will be ranked higher feed based on the amount of interactions or number of repins. Source Quality: Determined by how often people pin content from a reputable website or blog, so it's important that brands add the "Save" button to company websites. Pinterest Rating: Determines the composition and arrangement of Pins on home feed. Based on the high quality of images and great descriptions. The best content will be served first, not chronologically from the time it is pinned. First Five Pins: Pinterest now prioritizes the first five pins of the day for distribution, giving those pins the best chance to be seen in the home page.
pinterest strategy
Pin consistently and at optimal times Use high quality visuals Re-pin others' content Showcase UGC Add the pin button to your website Use hashtags
pro tip- Install x button to your website so visitors can easily save your content to their boards
Pinterest Save
Pinterest for business: rich pins
Product pins Article pins Recipe pins Shop the look pins
youtube algorithm
Recommends videos its users want to see most Based on: -Video relevance -Video quality -The number of video likes and dislikes -Watch time (views, view duration, session starts, upload frequency, session duration, session ends) -Prioritizes watch time and time spent on the platform over views
content on the tiktok discover page appears why?
Some are sponsored by a brand Some are set up by tiktok Some are there bc they are trending
2 steps after a social media campaign?
Step 1: Announce the winner or share results Step 2: Report and analyze
creating a social media influencer marketing strategy steps
Step 1: Establish Goals: Step 2: Determine who you are trying to influence and the channels they interact with Step 3: Identify influencers that your target market will trust Step 4: Before reaching out to potential influencer, get involved in their conversations: Step 5: Reach out to discuss a potential partnership Step 6: Incorporate influencer marketing into your social media strategy Step 7: Reporting and analytics
3 steps during a social media campaign?
Step 1: Promote the campaign Important to promote the campaign across all organizational channels, regardless of where it lives (tv, email, flyers, events, social media, website, partners, etc) Step 2: Monitor and engage social media managers should be actively engaging with participants (liking, commenting, sharing follower posts) Step 3: Adjust Determine if campaign is working- adjust goals, budgets, incentives...
x videos more likely to appear in search
Tagged
linkedin company page
Used to: Build brand awareness Engage with employees and customers Foster engagement Attract and interact with a target audience
X allows Snapchat users to simply point their cameras at a product or barcode to find and purchase the product on Amazon.
Visual Search
influencer must be active on social media, publishing content daily or weekly
activity
Common misconception: social media influencers need to have millions of followers Reality: Need to look for X
additional metrics - engagement, credibility, etc...
Too often, social media is an X and one way promotional message
afterthought
Good influencers genuinely believe in the brand that they promote and what it stands for
authenticity
nano influencer
average social user who can influence close family & friends
how many hashtags are recommended for pinterest?
between 2-5
X are built on big ideas and themes that persuade action among followers Can promote a product or service, an event, a company milestone, build brand awareness, or create a community of brand advocates Have a specific start and end date
campaigns
TikTok's best performing challenge in US to date TikTok Challenge #GuacDance 250,000 submissions in 6 days Record day of sales for guacamole = 802,000 sides served
chipotle's influencer marketing success story
A X page is also a great place for professionals to gain insights into the life inside a company, and search for and apply for jobs posted directly to linkedin X pages
company
when determining the campaign budget and resources, Remember to allocate funds to both x and x
content creators , advertising costs
X is considered more important than reach
credibility
level of trust given by followers based on perceived knowledge or expertise on influencers
credibility
when followers mention the influencer or ask questions, it's important to acknowledge followers by liking or commenting back
engaging
Geofilters are location based overlays available to Snapchatters based on their location, and are great for X
events, or for businesses with a physical location.
Snapchat lenses add animations to your face by using x to track your facial movements.
facial recognition software
pinterest has mostly X users
female
tiktok has more (male/female) users
female
X bought youtube for over 1.65 billion in 2006
why should businesses use tiktok?
great way for brands to easily go viral- like iG when it first came out Easily showcase products/services in a video You're looking to expand awareness to a younger audience Build consumer relationships with lighthearted content
Pinterest allows users to contribute their own pins to X.
group boards
someone who carries influence over others - they have the ability to influence your purchase decisions or how you feel about a product/company/service
influencer
focuses on using influencers to promote a brand message, product or service
influencer marketer
X is the fastest growing method to acquire new customers
influencer marketing
Tools that can help companies discover and map the influencers that are most influential, listen to what influencers are saying, interact with and develop relationships with influencer targets and provide detailed reporting and ROI.
influencer marketing tools
how to measure qualitative and quantitative results of a social media influencer marketing campaign
influencer marketing tools
Campaigns should never be X
just one post
Youtube works like a search engine, so X are important What would the target market enter into a google or youtube search?
keywords
macro influencer
large following base. Here is where you typically need to start going through agents
Brands looking to increase consumer trust through content should consider x
The world's largest professional network
allows companies to highlight job opportunities to potential candidates Uses intelligent targeting to help companies attract top talent by showing users personalized job recommendations based on interests, location and current job titles Provides candidates with authentic views into the culture of a company
linkedin career page
Brands create pages to promote specific business lines, products or company initiatives Allows brands to target specific audiences with distinct messages
linkedin showcase page
More male / female users on youtube
male
more (male/female) users on linkedin
male
linkedin was acquired by X
microsoft
IMC campaign example
mountain dew major melon bottle count: -Campaign was focused on promoting new product line -Goal was centered on increasing awareness using customer engagement as a main tool- social media contest
Youtube has easy to use X captions editor
native
youtube- Remove videos that are not performing well and replace them with X
new content
It's important to measure both X & X results of a social media influencer marketing campaign
quantitative and qualitative
quantity of people that an influencer is able to deliver a message to
reach
5 things to look for in an influencer
reach credibility authenticity activity engaging
For every self serving post, you should share 4 pieces of X Four types of content to consider: XXXX
relevant content written by others text, link, video, and image
Campaigns can have different objectives depending on geography
share a coke- australia
micro influencer
smaller reach but with very high engagement and influence levels
businesses can widen their audience by sharing stories from physical location
snap map
Can be anyone who amasses large amounts of followers or engagement
social media influencers
A coordinated social media marketing effort to communicate with a target audience to achieve a marketing or business goal
social media marketing campaign
what type of content piece should be used for the desire stage of the AIDA model
something featuring customer reviews to show that other people have used and liked the product too
what type of content piece should be used for the action stage of the AIDA model
something promoting a special offer, incentive or discount
what type of content piece should be used for the interest stage of the AIDA model
something that demonstrates how a product works (DIY or how to videos)
what type of content piece should be used for the attention stage of the AIDA model
something to grab attention- funny video ft product
The difference between a snapchat filter and a snapchat lens is that a filter is X and and a lens is X.
static; dynamic
tiktok Discover page shows you what
the top trending videos hashtags, sounds, and challenges happening now
Should immediately entice users to watch the video
titles
There has been a tangible shift in advertising from X to X
traditional to digital
mega influencer
typically celebrities with large followings. Charge per post
The only way for users to find your brand on Snapchat is through your X
username
mid tier influencer
usually an industry expert in a niche category
youtube: Consider using the word "X" in the title to generate outside traffic When promoting products or services, include the x in the title of the video
video product
Second largest search engine and second most popular website in the world after Google
youtube
World's most popular online video sharing site
youtube
5000 characters or less- overview of what the video is about Include keywords, hashtags, and CTAs for other videos or website
youtube descriptions