Social Media Marketing Quiz #3
Consideration
'Edu-tainment' middle of funnel, now that audience listening, lean in product reviews, life hacks, tips/tricks, product application teach community something new
Advertising Across Multiple Platforms Increases ROI
71% of campaigns are on more than 1 platforms
Ad Rank for SEM Bidding/Pricing Process
Bid (amount willing to pay per click) Quality (estimate of quality of ads, keywods, and landing page to consumers) Formats (enhancements to ads tha increase chance of ad being clicked)
Amplification: Paid Channel Support
Influencer generated content that is promoted by the brand as a paid sponsorship
Influencer Pay Breakdown
Monetary Comp (40.8%) Free Products (30.8%) Discount on Products (18.9%) Giveaway (9.4%)
Influencer Levels
Nano: 1k-10k, high engagement and low cost, local connections Micro: 10k-50k, niche content, low cost, uniform audience Macro: 100k-1M, famous internt personalities; broad reach
Integrating Influencers
Partner with creators to increase reach and establish credibility
CPC - Clicks
Pay-per-click (PPC) Click-basis (traffic) ***Only pay when add is clicked, doesn't matter how many times seen ***biddable inventory, pay to been seen at top of search like sponsored ads ***consideration/conversion People already familiar with brand and are looking to dive deeper and purchase something Tends to be more expensive because it is further down the funnel, and people are willing to pay more to get
SEM
Search Engine Marketing paid search
Advertising Standards
anyone creating editorial content must be clear to consumers if there is a commercial relationship so that no one is being misled
CTR
click through rate used in google ads # of times ad clicked / # of times shown
Search Network
higher intent higher CTRs more expensive to acquire customer
Amplification: Owned Channel Support
leverage PR, social & brand's website to showcase influencer content and extend reach to native audiences
MMM
media mix modeling becoming more useful due to innovative technology contemporary MMM combines benefits of classic MMM, multi-touch attribution and advanced machine learning methods
App Side Audience Network
selling space on your app monetize your 'real estate' with audience network
Awareness
top of funnel, social-first, brand present but not aggressive engaging, viral sounds/trends, humorous/exciting show up as a member of the community
CPM Calc
total campaign spend / # of impressions * 1000
Need Advertising Standards if:
-online marketing by brand -advertorial vlogs -produce placements -commercial breaks with vlogs -sponsorship free items
Steps for Generating Budget Allocation
1) determine marketing assets (influencers, SEM, social media ads, etc.) 2)rank importance of asset categories, which should you spend the most on? Allocate spending by % across categories, then equate to $ from budget 3) identify specific channels or influencers within each asset category (within each category break up budget ex. influencer 1 50%, influencer 2 30%, influencer 3 20%)
Steps to make Viral Cycle Time more Viral
1) sharing with others should be easy 2) sharing mechanism should drive conversion 3)adopting should be as fast as possible 4) time from adoption to sharing should be as short as possible
Modern Advertising
AI, platforms like Meta gather large data platforms from brands and look at insights, trends, groupings, and get better at targeting through the data Allows AI to find out what and who is interacting with the brand so it can better advertise and find the right people and times to do so
Viral Content and Spillovers
Brand Spillover Effect: same brand, but viral content leads consumer to shift attention to other brand products (from foundation to perfume or lipstick) Category Spillover Effect: viral content leads consumeres to notice competitors products in same category (from chanel to clinque, lancom, sk II) Viral Content can impact other consumer segments
Trends w Brands selecting Influencers
Brands tend to be re-using influencers more Brands are shifting towards more nano-influencers than previously Brands like influencers who has campaign experience, are genuine, and has the proper target audience
CPM Costs
CPM costs more in mid + lower funnel than in upper funnel
Choosing a Creator, 3 Fits
Category Fit: need product credibility for products with complexity or lots of required skill (beauty creator promoting skincare) Lifestyle Fit: creators whose life your brand would feel at home in to gain adjacent audiences (interior design creator promoting photo-printing service) Artistic Fit: entertaining creators with original craft or way of entertaining people (comedian or stop motion video artist)
Basic Principles of Creating Visual Content (Video)
Concept 1: balance (symmetry is attractive, this counts for images and text in image) (asymmetry can still be good, just need to balance text with primary aspect of photo) (balance gives stability) Concept 2: framing (outside photo so text or images don't appear to restricting) (gives visual breathing room) Concept 3: contrast (degree of visible differentiation between elements)
CPM - Impressions
Cost per Molle (thousand) Cost per 1000 impressions Impression-basis (eyeballs) Opportunity to see or impression ***awareness! You can choose who is part of the impressions based on the target audience!!! Filter by interests, gender, age... Once 1000 eyes within target have seen it, another ad takes that adds place, you pay per 1000 impressions based on target audience Doesn't matter if someone clicks or not Less expensive at the top of the funnel than at the bottom 5000 impressions @ $7.75 would be 5*$7.75 = $38.75
CPA - aggregate cost to gain customer
Cost per action Action-basis (sales/leads) *** Total cost to generate a conversion First have to define a conversion, then add up all the money that would be spent to get something to do said conversion Multiattribute: Assumes that someone has taken that action, money has been spent on social media advertising, but also doing other forms like streaming, billboards, YT, etc. all platforms not just social media
How to Measure Influencer ROI
Earned Media provides proxy for returns on posts influencers historically given indicates what an equivalent advertising campaign would cost for the same effect EMV calculates the wroth you receive rom content shared by an influencers
FTC Guidelines for Influencers
FTC works to limit deceptive advertising Influencer must announce relationship with brand publicly
Influencer Marketing Trends to Watch
Increase integration with AI diversity and representation short videos will dominate brands look for ongoing partnerships
Platforms that spend most on Influencers
Insta then TikTok then YT then FB platform spending increasing
Social Shopping
Leveraging instagram shop and tiktok shop
Influencer Guidelinesfor Case
Need new celebrities and mid-tier influencers, can use some existing derm partnerships
Additional View of Choosing Creators
Reach:use influencers to gain reach that would not be able to achieve without them (follower count, ER, location) Relevance: provide a product or service that's relevant to influencer by providing value and experiences (preexisting content, influencer lifestyle, alignment of influencer and brand goals) Relationships:create relationships with influencers so partnership mutually beneficial (budget, content, whitelisting)
Audience Network
Real estate in apps where your ad can be displayed NOT audience insights tool Facebook used for awareness, traffic, engagement, conversions
How is Influence Measured (Michael Brito Video)
Relevance (how often talking abt topics) Resonance (how does created content resonate with community) Reach (how big is channel) Reference (within peer group, are they being referenced by other influencers)
Traditional Influencers vs Social Influencers
Traditional: company uses marketing information to target consumers at once Social Media: company uses influencers to place seeds which then spread to the masses
Selecting Influencers (Seeds) for Social
Use hubs (to motivate or gain awareness, well connected) and pumps (very socially active, post a lot) product category experts passionate influencers abt product/ecperience relatable and authentic to target audience or brand
Amplification: Dark Posts
Used similar to whitelisting but doesn't crowd influencers feed ads don't appear on influencers timeline, page, or stories unless specifically targeted to that audience
Main Objective for Running an Influencer Campaign
User Generated Content (UGC) then sales then awareness (sales and awareness has reduced in importance recently)
Total Value Calc
advertiser bid * estimated action rate + user value = total value advertiser bid: max willing to pay, but not necessarily what u pay estimated action rate: how often predict outcome to occur user value: positive or negative impact that influences user experience total value: gets entered into auction and amount u pay in the end is driven by this as well as other bidders in auction
Conversion
bottom of funnel, inspire to leave platform and purchase sales/promos, how to buy, why it matters sell w urgency - how will product change life
Programmatic Advertising (Video)
buying digital media in an automated fashion advertiser gets to choose what ad impressions they want instead of the publisher helps with reach, customer journey, choice, increased ROI
Customer Audience
create audience for impressions this is target audience, the ppl you want viewing your ads select location, age, gender, interests, language that ads will be targeted to ***connect with accounts who already have interest in business, create audiences based. on these accounts use Ad manager on FB
Biddable Inventory
dynamic CPM pricing, auction based marketplace
Influencer Media Value (IMV)
equivalent advertising value of a post a post that scores an IMV of $50 has an equivalent value of a $50 insta ad for the brand
Conversions API
giving brands direct access to meta servers direct connection between marketing data and systems which help optimize ad targeting
Highest Bid isn't most important
having high quality score and formats impact can: lower cost per click improve ad position decrease cost per conversion
Social Ad Spending
increasing, tiktok growing compared to other platforms social second biggest ad spending channel behind search
Old School Advertising
lookalike audience, create target demographic
Display Network
lower intent lower CTRs
Data Driven Storytelling using Influencers (Michael Brito Video)
market breakdown: 1% influenceres (content creators), 9% promoters (share and engage), 90% the market (view and consume) 1 & 9 % audiences overlap Build audience through bio searches, twitter lists, #'s, conversations, emails, know what audience is reading
AI powered machine learning
more efficient performance with less manual work to optimize campaigns lets you focus on bigger picture use to gather insight on consumers and sell it to consumers/platforms use cross-channel data sources (website, app, store)
Intrinsic Incentives
non-monetary compensation Examples: relatedness (interact w similar ppl through brand network) Purpose (feel needed when they share content) Status (credibility with desirable audience, access to brands followers)
Extrinsic Incentives
offering material or monetary rewards for seeds (influencers) performing special content that is product- related
Ad Spending is Changing
organic content tougher than ever need to use more paid media retail media networks, CTV, and other options gaining ground algorithms push paid > organic dilution of market w added platforms like TikTok
Gen Z on Social Media
prefers social media over search engines when looking up brands use social media for education purposes
Competitive AdWord Conquesting
purchasing keywords of another brand puts brand in consideration set for consumer
Lookalike Audiences
reach new accounts that are similar to audience you already care about people who are already coming to site look or act like audience but not serving them yet ***people similar to ppl already following you ***more likely to already like or resonate with brand use Ads manager on FB
ROAS
return on ad spend calc: campaign rev / cost of campaign want to go for a 4:1 ROAS, for every $ spend, $4 return
Partnership Ads
run ads from a creator or partner's handle
SERP
search engine results page sponsored or paid at the top, organic underneath
Campaign Timeline
set themes break out a week to week schedule with influencers, posts, activities, etc. highlight key dates, events, influencers during timeline that they are in message for individual themes, additional activations, paid content vs organic and what platforms when
Small Influencer Strategy
shift towards smaller influencers because they are more relatable and have a target audience that is more in sync with the audience the brand is going for --> brand authenticity
Influencer Ecosystem
snapshot of influencer strategy, summary of key characteristics, indicate target platforms, organized by strategy (theme, audience, size of following) can theme out which onces you want for awareness, consideration, conversion
Viral Content
spreads widely and rapidly from one consumer to another
Presenting Influencers
start w name, give key stats on following, one sentence reason choose appropriate images choose a sample post or two show posts
Non-biddable inventory
static CPM pricing, rate card marketplace
Social Platform Advertising
targeted by demographic, interest, purchasing & browsing behavior budgets largely on meta
Influencer Engagement Rates
tend to be higher for smaller (nano/micro) influencers
Keys to Campaign Timeline
think abt how based upon big idea, you can set sub themes to keep theme fresh so not repetitive and boring have sub themes that support big idea sample week in the life showing how team will leverage all resources to support big idea and week theme backup slide with month calendar that is more detailed
Amplification: Whitelisting
use brand $ to promote brand's content on influencer's account using influencer's handle often involves a 'takeover' of account by brand for a period of the time
lift studies
use test and control groups test has opportunity to see ads control group does not see ads compare conversions between 2 groups to calc lift and incremental impact conversion lift, brand lift, geo lift (geo uses geos whereas conversion & brand random)
