Social Media Mkt Test 2
Career Pages
Used to market specific products of companies Allow companies to promote the product, and interact with customers (reviews etc.), can also be used for lead generation
Product Pages
Used to market specific products of companies Allow companies to promote the product, and interact with customers (reviews etc.), can also be used for lead generation
optimizing a Business Twitter profile
Username - up to 20 characters Profile picture - like logo Bio - 160-character limit Cover photo - 1500x500 pixels Pinned Tweet
Marketing with Snapchat
Very effective in reaching younger generations Especially effective with high school and college students Very effective in establishing a one-to-one relationship with followers and interacting with them with the ability to Send snaps Direct message s Live video calls
What type of ad format is recommended when a brand needs to display information semi-transparently below a video?
Video Card Display Ads **Overlay Ads All the options
On YouTube,
70 percent of people are looking for educational content like tips and tricks, and tutorials, 67 percent are looking for reviews of products they are interested in, and 53 percent are looking for inspirational or entertaining content
Twitter allows business for the following:
Discover what is happening Increase brand awareness by regularly communicating with followers Provide customer service and to develop strong relationships with customers Connect with customers, brand advocates and influencers to engage in
Pinterest Content Strategy
Pin consistently and at optimal times Pin anywhere between 5 and 30 times per day Use high quality visuals Focus on descriptions Showcase user generated content Provide tutorials
Titles
Should immediately entice users to watch the video. Consider using the word "video" in the title to generate outside traffic. When promoting products or services, include the product in the title of the video.
Thumbnails
Small preview images used to represent videos Extremely useful in attracting customers A bad one will ensure your video staysunseen
Pinterest ad formats
Standard: showcase products or content with a standard vertical or square image Video: Displays eye-catching videos to help brands catch the attention of audiences Shopping: convert product pins into ads Carosoul: Uses up to five images for pinners to swipe through collections: displays products in action with an ad format that mixes lifestyle imagery and video
TikTok Video Length Sweet Spot
Started with 15 seconds, increased to 60, plans for 10 minutes Differs from Instagram Reels - sets limit at 30 seconds According to TikTok, 1 in 4 top-performing videos range between 21 and34 seconds in length Ryanair averages 10 seconds, FentyBeauty averages 50 seconds Always Shoot for TikTok (Vertical), high resolution
Creating Blog Posts- Main Body
Talking more about the intro section - the "why" and "how" Tell a story using examples If discussion problems, provide solutions Provide links to other related blogs Break up into section
Blogging Distribution- editorial strategy
The editorial strategy will determine who will be writing and editing the blog content as well as the subject matter experts who need to be involved to contribute content. Some brands choose to leverage in-house subject matter experts and writers, while other brands hire external agencies to produce and write blog posts
YouTube Cards
These are link to other resources Your other videos, articles, landing pages etc Types: Link cards Video cards Channel cards\ Playlist cards Subscription cards
User interactions
TikTok algorithm bases recommendations on a user's interactions with content on the app
Creating Blog Posts- Conclusion
To bring readers a full circle Summarize key points and key takeaways of the blog, map it back to the intro
Twitter's Business Purpose (below)
Tweets are generally shorter than posts on other platforms, so the information that you can post is limited. So what advantages can businesses derive from being on Twitter?
Prosumers
or producing consumers, who nolonger have a barrier to distributing media content to the world
Pinterest algorithm is based on
pin quality, source quality, pinterest rating, first five pins
YouTube end screens
shown during the last 5-20seconds of a video. Directs viewers to a brands content, channel or website andencourage viewers toc ontinue engaging with the brand or content.Ch
conversation ads (linkedIn)
start quality conversation with professionals
Carosuel ads (linked In)
tell an interactive story
deliver and gather customer feedback
their #hometryon for warby parker allowed customers ot try on multiple pairs and get feedback from customer support Netflix has a dedicated Twitter account to provide support
Chapters
to help break Youtube videos into sections
in-feed video ad (tiktok)
full screen video content, must be 15s or less option of a link to the brands social oage or website
Acquired Screenshot
in 2021 - allows user to scan photos based on their style preferences and then provides relevant clothing and productre commendations
Descriptions
in 5,000 characters or less, provide a clear overview of what the video is about
Twitter Content Strategy
keep tweets short and post visually appealing content encourage multi-way discussions attract more audience and increases engagement use mentions, tags, to increase reach and engagement attract other brands as well as personnel Ask questions and tweet about industry news, trending topics, events, promotions, day-to-day activities, company culture, or customer stories Be creative - example use emojis
Search Queries
keywords used in the past
Device and account settings
language preference, country setting, type of mobile device
sponsored cards (youtube)
may be relevant to video such as a product mentioned in the video will see a tease of the cards for a few seconds. they can click the right corner of the card to browse the cards.
non-skippable ads (youtube)
may be up to 30 seconds long
bumper ads (youtube)
non skippable video ads up to six seconds,
My Company
"Employee - only" space for employees to stay connected ,engage, and celebrate accomplishments Goal is to cultivate an engaged employee community
Visual Search
- point the camera at a product or barcode to find and purchase the product on Amazon!
Twitter demographics
21% female 24% male most 75l + most college + 13-17- 32% 18-29- 38% 30-49-26%
Linked In demographics
24% female 29% male 37% 30-49 mostly urban and suburban 75k + 51% college +
Less promotion, more conversations
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
Pinterest Demographics
42% female 15% male most popular 18-29 and 30-49 income 75k+
Blogging Distribution- blog distribution strategy
A blog distribution strategy will determine the quantity of blogs and how often and when to post them.
Blogs posts typically are
A collection of thoughts or expertise on a variety of topics Written in first person Inclusive of links, pictures, videos Accessed free online Searchable in search engines Updated frequently Open to reader engagement through comments, likes, and shares
Marketing with TikTok
Add CTAs Ex - Fly By Jing leveraged a known food influencer, TiffyCooks, to show shoppers just how tasty and easy-to-use their product is Additionally, provided a 10% off code when clicked on the CTAs Increased user engagement easily by 30-40%
Transcripts and Closed Captions
Adding cc helps improve brand messaging and user engagement More beneficial when viewing ads with sound off +20%: the improvement of captioned videos when it comes to watching completion(important for video metrics) +15%: more video shares if the video is properly captioned 41% of videos are incomprehensible without sound or captions
Channel Trailer
Avoid long branded intro's before getting into the content of the video, instead,keep branded bumpers short or move them to the end of the video. ● Explain the benefits of watching the video in the first few minutes. ● Tease viewers with content that they can find later in the video. ● Include a call to action at the end of the video (subscribe to our channel, like,comment, share, visit our website, watch another video)
Blogging vs Social Media Posting
Blogs focus on long-form content while social media is more of a short, concise way to connect with your audience Blogs contribute more to search engine rankings because - Your content is regularly updated Provides cross-links Blogs are more effective in educating your customers Social media posts are often situational and event-driven Blogs are more effective if you have an existing audience More difficult to get a blog post in front of a viewer than a social media post seen by the same person Social media platforms have their own distribution networks, while blogs generally do not On social media, you will develop a larger community, but larger doesn't mean stronger
Snapchat Objectives
Build awareness, drive considerations, and boost conversations
metrics
Clicks or click-through rate (call-to-action links or URLs embedded in blogs) Engagements (likes, comments, shares) Number of visitors Leads Website traffic Number of blog or email subscribers Quantity of blog posts produced Social shares Time spent on page Scroll depth (the percentage of thepage the visitor has read)
Components of a Snap
Creative Tools - Filters - static overlays used to enhance a Snapchat image Geo filters are location-based overlays Great for events or for businesses with a physical location
Elements of a TikTok Video
Elements of a TikTok Video The look - follow a specific look and feel. You can choose from a variety of filters, text options, transitions, stickers, gifs and more to change the look and feel of the video. The sound - large library of songs and sounds available for creators to use with videos. The story - compelling story The details - Clear video descriptions and the use of relevant hashtags
Tags
Ensure that videos appear in the "related" video section of YouTube. Limits to500 characters
Hashtag Challenge Campaigns
Ex - Branded Hashtag Challenges Brands invite TikTok users to participate by creating content around your campaign theme One of the best ways to use TikTok videos to boost engagement Clearly challenge campaign - This video inspired their target TikTokuser enough to generate 241,000 video submissions and 32.7 million engagements
Showcase Pages
Extensions of LinkedIn company pages For large enterprises with multiple companies / brands Allow brands to create pages to promote specific business lines or company initiatives
Creating Blog Posts- Title
Few working titles Once the blog is complete, finalize the title based on the content that was written in the posts
What should businesses do to feature inmore feeds?
Find you sub-culture and maximize your first moments Create high-quality videos specifically forTikTok Use trending sounds and music Interact with other TikTok users Post at the right times
Snapchat Algorithm
Friend's content and branded content appear in two separate locations within the app Branded content - "Discover" section of the app, content played automatically one after another in a randomized order Helps brands get visibility and increase viewership General logic not disclosed by the firm
Getting started with Blogging
Getting started with Blogging Set Goals Identify your target audience What do audiences want to know about? What topics will resonate with audiences? Then create a blog site
What should businesses do to feature inmore feeds?
Have a good video description Consistently provide value to customers Optimize your Title and Thumbnail Keep your Audience Engaged throughcontent Keep content relevant
TikTok by numbers
It is one of the fastest-growing socialmedia platforms in the world and wasthe most downloaded app of 2020.
Deliver customer support and gather feedback
JetBlue (and several other businesses) handle customer complaints through Twitter The platform makes it easy for customers to reach out to brands and provide their feedback or ask for help. Brands can then use this as an opportunity to not only collect vital feedback to improve their products but also to deliver the support their customers need
Creating Blog Posts- intro
Keep readers hooked. Provide readers with the purpose of the post, directly addressing a problem the reader may have
LinkedIn Audience Network
LinkedIn Audience Network Leverage LinkedIn Audience Network to promote your Ads It allows companies to promote advertising outside the social-network, through native ads or sponsored content on tens of thousands of sites and mobile applications Buy display advertising inventory beyond LinkedIn, using demographics from the social network Similar concept to Facebook Lookalike Audience, but more effective
LinkedIn Relevance
LinkedIn Relevance LinkedIn has the largest professional network Most "trusted" platform 80% of B2B marketers choose LinkedIn over other platforms
Twitter Content Strategy
Post Consistently and atOptimal Times: morning hoursbetween 9 a.m. and 10 a.m.show higher engagement rates.The best days of the week topost are Wednesday andFriday, with Sunday being theworst day of the week to post.
Snapchat Content Strategy
Post Short, Fun content Post daily at optimal times (10 pm - 1 am) Tell a great story Hold contests, live events Offer incentives Use Influencers Ask Questions
LinkedIn Content Strategy
Post content that inspires your audience Mix and match your content (post variety Follow the 4-1 rule : for every single piece of self-promotional content a brand shares, that brand should share four pieces of content from others Leverage executives and subject-matter experts
Components of a LinkedIn Company Update
Post text should be 150 characters or fewer ● Call-to-action links can include a link to an eBook, blog post, case study, company webpage, third party article, video and more ● Images, videos
LinkedIn Algorithm
Prioritizes and shows member posts from people you know, and the topics that you care about
Marketing with Pinterest
Product Pins Allow inclusion of pricing information or products Recipe Pins Allow for ingredients, cooking times and serving sizes Article Pins Include a headline, author and story description App Pins Include Install button to allow users to install the app without leaving Pinterest Carousel Pins Pins with multiple images Shop the Look Pins Allows Pinners to find and buy products inside fashion and homedécor pins
Components of a Tweet
Reply - Brands are listening and engaged in topics by creating custom replies and comments on their posts Retweet - shares someone else's tweet with the people who follow you, either by clicking one tweet button or to "Quote Retweet A Like - heart icon Hashtags - Only use between one and two hashtags Mention - including the @ symbol and the usernam Fleets - share a text post, video, or photo, that will live for 24 hours before it disappears
What should businesses do to feature inmore feeds?
Retweet popular tweets Write less text Follow the right accounts Get the "Verified" badge Tweet at the right rime, right frequency Make use of Twitter lists (curated list ofTwitter accounts)
overlay ads (youtube)
Semi-transparent blocks that appear on the lower 20% portion of the video
Tweet
Video: Users have the option of uploading 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. 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 an image. GIFs: are easy to digest, can evoke emotion and reactions, are a great way to show a brandssense of humor, and they capture more attention over images
Keywords
What would target market enter into a Google or YouTube search?
Cultivate a brand community
With the ease of conversation between brandsand consumers, one of the major benefits ofusing Twitter is for building and cultivating yourbrand community. Brands can use the platform to start and join inon relevant conversations, engage with theircommunity and build a loyal following
Creating Blog Posts- Outline
Write down all of the main takeaways and key points to include in the blog and organize them into sections . Decide how long the blog will be. Longer posts tend to perform better on search engines; however, shorter posts may resonate with readers more. A good best practice to follow is anywhere between 400-1,000 words
YouTube Algorithm
YouTube Algorithm First, YouTube ranks videos based on data of their performance analytics (trending videos) Second, it matches videos based on the user's history and the similar content they have watched earlier
YouTube Content Strategy
YouTube Content Strategy • Publish videos regularly and at optimal times• YouTube Live • Embed YouTube videos on websites, blogs and in emails • Create Playlists • Engage with Influencers
Introduction to YouTube
YouTube is transforming the way people consume and produce content. The videosharing site has created a society of "prosumers," or producing consumers, who nolonger have a barrier to distributing media content to the world. YouTube can also be credited for creating a platform for the early self-made social media influencers, who are among the richest social media influencers in the world
Transcripts and Closed Captions
YouTube makes it simple to add closed captionsand transcripts to videos directly within their video editor.
Ranking factors for Twitter algorithm -
Your past activities on Twitter How recent is the tweet? - A tweet is morelikely to appear at the top of the feed if it isr ecently posted How relevant is the Tweet? - For the system to favor your business, your tweets must be pertinent to your target audience. How much engagement is on the tweet? -Tweets are more likely to be shown at the top of the feed if more people are interacting with them by liking, commenting, or retweeting Do your Tweets include rich media? -Tweets with media (gifs, videos) attachedto them tend to generate moreengagement
Engagement
Your video's comments, likes, watch time, etc.
Blog
a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.
skippable video ads (youtube)
allows viewers to skips ads after 5 seconds. inserted before, during or after the main video.
TopView Ads
appears at the top of "ForYou" feed when first opening TikTok
display ads (youtube)
appears to the right of the feature video and above the video suggestion list. for larger players this ad may appear below the player.
YouTube Ad Objectives
awareness, consideration, action
Video information
based on the content you tend to seek out through Discover or Search(captions, sounds, effects, hashtags, trending topics)
TikTok Algorithm
below
brand personality and awareness
ben and jerrys uses their twitter to promote social awareness ex.) BLM
Measuring snapchat ads
campaign performance, web conversations, app conversations
lead gen forms (linkedin)
collect more quality leads from your ads on linkedin with seamless pre filled forms
hashtag challenge ad (tiktok)
create and sponsor a tiktok pinning official content at the top of feed banner included in hashtag carousel
Branded Effects
creates videos with shareable branded stickers, filters, and effects
branded lenses (tiktok)
creative is developed by tiktok's team multiple packages available and a variety of lenses
dynamic ads (linkedin)
engage prospects with ads automatically personalized to them
Snapchat Demographics
equally male and female age 13-17 69% 18-29 62% education 22% hs 29% some college 20% college + lower income