DM Notes Module 3 - Social Media Marketing Flashcards
What is the cost per acquisition for the retargeting campaign?
The cost per acquisition for the retargeting campaign was 64% lower than previous campaigns.
What was the conversion rate for the retargeting campaign?
The conversion rate for the retargeting campaign was 7 times higher than previous campaigns.
How does eSpares use YouTube to educate customers?
eSpares uses YouTube to educate customers on how to fix household appliances using their products.
How many subscribers does the eSpares YouTube channel have?
The eSpares YouTube channel has 95,000 subscribers.
What is the purpose of the clear call to action in eSpares videos?
The clear call to action in eSpares videos tells viewers exactly how to fix their household items and what products to buy.
What is the purpose of the links in eSpares videos?
The links in eSpares videos direct viewers to the eSpares shop where they can find the products.
What type of content does Stanford Graduate School of Business showcase on YouTube?
Stanford Graduate School of Business showcases lectures, keynotes, and interviews with leaders on YouTube.
Who are some of the guests featured on the Stanford Graduate School of Business YouTube channel?
Guests featured on the Stanford Graduate School of Business YouTube channel include Oprah, Sir Alex Ferguson, and Sheryl Sandberg.
How many subscribers does the Stanford Graduate School of Business YouTube channel have?
The Stanford Graduate School of Business YouTube channel has over 800,000 subscribers.
What type of branding does the Stanford Graduate School of Business YouTube channel establish?
The Stanford Graduate School of Business YouTube channel establishes the school’s reputation as a world-class business school.
What is one example of B2C marketing on Instagram?
Made.com ran a campaign in Instagram Stories to promote its winter sale.
How much did Made.com increase its return on ad spend through the Instagram campaign?
Made.com increased its return on ad spend by 69% through the Instagram campaign.
How does Mailchimp use Instagram to engage its followers?
Mailchimp uses Instagram to engage its followers through a heavily curated and attractive feed.
How many followers has Mailchimp attracted to its Instagram channel?
Mailchimp has attracted over 100k followers to its Instagram channel.
What social media platform did HSBC use for Sponsored Content?
HSBC used LinkedIn for Sponsored Content.
How many interactions did HSBC drive with their Sponsored Content on LinkedIn?
HSBC drove over 40,000 interactions with their Sponsored Content on LinkedIn.
By how much did HSBC boost organic update impressions through their Sponsored Content on LinkedIn?
HSBC boosted organic update impressions by 1,500% through their Sponsored Content on LinkedIn.
How many new followers did HSBC attract to their LinkedIn Company Page through the Sponsored Content campaign?
HSBC attracted over 3,750 new followers to their LinkedIn Company Page through the Sponsored Content campaign.
Who did Kate Spade target with their LinkedIn campaign?
Kate Spade targeted busy, female professionals with their LinkedIn campaign.
How many unique members did Kate Spade reach with their LinkedIn campaign?
Kate Spade reached more than 143,000 unique members with their LinkedIn campaign.
What was the engagement rate of Kate Spade’s LinkedIn campaign?
The engagement rate of Kate Spade’s LinkedIn campaign was 2.44%.
Which social media platform did Twitter use to broadcast live women’s basketball games?
Twitter used ‘Periscope’ to broadcast live women’s basketball games.
How many impressions did the Spanish Basketball Federation drive by broadcasting live games on Twitter?
The Spanish Basketball Federation drove 4 million impressions by broadcasting live games on Twitter.
How many followers has HubSpot attracted on Twitter?
HubSpot has attracted over 800,000 followers on Twitter.
What is HubSpot known for on Twitter?
HubSpot is known for producing valuable and helpful marketing content on Twitter.
Which social media platform did IKEA use for keyword targeting and Promoted Pins?
IKEA used Pinterest for keyword targeting and Promoted Pins.
What is the value of social media marketing?
The value of social media marketing is discussed in the notes.
What are the key social media platforms for digital marketing?
The key social media platforms for digital marketing are discussed in the notes.
How can social media influence the consumer’s journey?
The influence of social media on the consumer’s journey is discussed in the notes.
What are some niche and emerging social media platforms?
The notes discuss niche and emerging social media platforms.
How to set up a social media experience for a business?
The process of setting up a social media experience for a business is explained in the notes.
What are the steps to set up Facebook Business Manager?
The steps to set up Facebook Business Manager are explained in the notes.
What are the steps to create a Twitter account?
The steps to create a Twitter account are explained in the notes.
What are the steps to create a LinkedIn company page?
The steps to create a LinkedIn company page are explained in the notes.
What are the steps to set up an Instagram business account?
The steps to set up an Instagram business account are explained in the notes.
What is a social media community and its value?
The concept and value of a social media community are discussed in the notes.
How can you build a social media community?
The process of building a social media community is explained in the notes.
What are the best practices for engaging with an audience on social media?
The best practices for engaging with an audience on social media are discussed in the notes.
How to use stories for audience engagement on social media?
The use of stories for audience engagement on social media is explained in the notes.
What are the best practices for using hashtags on social media?
The best practices for using hashtags on social media are discussed in the notes.
How to engage an audience using Facebook?
The strategies for engaging an audience using Facebook are explained in the notes.
What are the best practices for engaging an audience on YouTube?
The best practices for engaging an audience on YouTube are discussed in the notes.
What are the best practices for engaging an audience on Instagram?
The best practices for engaging an audience on Instagram are discussed in the notes.
How can marketers enhance sharing on Instagram?
The methods to enhance sharing on Instagram for marketers are explained in the notes.
What are the best practices for engaging an audience on LinkedIn?
The best practices for engaging an audience on LinkedIn are discussed in the notes.
How can marketers enhance sharing on LinkedIn?
The methods to enhance sharing on LinkedIn for marketers are explained in the notes.
What are the best practices for engaging an audience on Pinterest?
The best practices for engaging an audience on Pinterest are discussed in the notes.
What are the best practices for marketing on TikTok?
The best practices for marketing on TikTok are discussed in the notes.
How can marketers use TikTok for their campaigns?
The ways in which marketers can use TikTok for their campaigns are explained in the notes.
Why is social media advertising important for marketers?
The importance of social media advertising for marketers is discussed in the notes.
What are the key steps for creating a social media campaign?
The key steps for creating a social media campaign are discussed in the notes.
How to set up a Facebook and Instagram campaign using Business Manager?
The process of setting up a Facebook and Instagram campaign using Business Manager is explained in the notes.
How to set up a Twitter campaign using Ads Manager?
The process of setting up a Twitter campaign using Ads Manager is explained in the notes.
How to set up a LinkedIn campaign using Campaign Manager?
The process of setting up a LinkedIn campaign using Campaign Manager is explained in the notes.
What can video content on Instagram generate?
Video content on Instagram can generate reach and impressions as it captures attention in the busy newsfeed.
How can you use short video clips on Instagram?
You can use short video clips, such as Boomerangs or Cinemagraphs, to create playful content on Instagram.
Why should marketers incorporate user-generated content into their Instagram strategy?
Marketers should incorporate user-generated content into their Instagram strategy to help reinforce their brand and create relationships with customers.
What should you consider when looking at your Instagram grid layout?
When looking at your Instagram grid layout, you should consider if it represents your brand and creates a strong aesthetic.
What should you do with posts that no longer fit your overall Instagram look?
You should archive any posts that no longer fit your overall Instagram look.
What should you remember when regramming content on Instagram?
When regramming content on Instagram, you should remember to ask permission, give credit, avoid edits, and use Search and Explore to find content to regram.
What are some third-party tools that can help add an owner credit directly onto your Instagram content?
Some third-party tools that can help add an owner credit directly onto your Instagram content are ‘Repost App’, ‘Repost: for Instagram’, and ‘Repost Whiz’ (Android only).
How can marketers enhance sharing on Instagram?
Marketers can enhance sharing on Instagram by ensuring their photo content is of a high standard and presents their product or concept in an impactful way.
What is essential when applying filters to images on Instagram?
Using predefined filters to make images look better is essential to engaging the audience on Instagram.
What should you consider when modifying images with filters on Instagram?
When modifying images with filters on Instagram, you should consider overall color themes and tones for visual consistency.
What are some popular filters on Instagram?
Some popular filters on Instagram include Clarendon, Gingham, Juno, Lark, Mayfair, Sierra, Valencia, and Walden.
Why is it important to use the hashtag ‘No Filter’ on Instagram?
Using the hashtag ‘No Filter’ on Instagram helps to identify unmodified images and show followers how well images can look without post-production enhancements.
How can you modify the ambience of your photos on Instagram?
You can modify the ambience of your photos on Instagram by adjusting the light and contrast sliders.
What does using the grid function when taking a photo on Instagram allow for?
Using the grid function when taking a photo on Instagram allows for standardized composition, image cropping, and placement of subjects and people within the photo frame.
How can you cross-pollinate the filter functionality of Instagram and Snapchat?
You can save and import your Instagram photos into Snapchat, add Snapchat filters, and then re-import back into Instagram for posting.
What is the most effective way to start a conversation and directly engage with your target audience on LinkedIn?
Posting regular company updates is the most effective way to start a conversation and directly engage with your target audience on LinkedIn.
How often does LinkedIn recommend posting on the platform?
LinkedIn recommends posting every business day on the platform.
How frequently do many businesses aim to post on LinkedIn?
Many businesses aim to post at least three times a week on LinkedIn.
When should you try to post on LinkedIn?
You should try to post when your audience is most likely to be browsing LinkedIn.
What are the limitations of using WhatsApp for business communication?
WhatsApp is better suited to smaller businesses and can only message a total of 256 contacts.
How do broadcast lists work on WhatsApp?
Broadcast lists can be used to send alerts to anyone who has your number saved, without revealing other recipients.
What advertising options are available on WhatsApp?
WhatsApp offers advertising in the Status area and ads in the Facebook feed, which direct users to a WhatsApp chat.
What is TikTok?
TikTok is a short-form, video-sharing app that allows users to create and share videos on any topic.
What features does TikTok offer to users?
TikTok users can add sounds, song snippets, stickers, filters, and augmented reality effects to their videos.
How has TikTok disrupted the social media landscape?
TikTok became the world’s fourth most downloaded app in 2018, surpassing Instagram and Snapchat.
Which demographic is TikTok most popular among?
TikTok is hugely popular among Generation Z (13 to 18-year-olds).
What can brands do on TikTok?
Brands can experiment with using TikTok to reach younger audiences.
What is Snapchat?
Snapchat is a multi-media messaging app known for its ephemeral storytelling and vertical video format.
What percentage of 13 to 24-year-olds in the US use Snapchat?
90% of 13 to 24-year-olds in the US use Snapchat.
What are ‘memories’ on Snapchat?
Snapchat allows users to access their past Snaps, Stories, and Camera Roll in the ‘memories’ section.
What unique features does Snapchat offer for personalization and customization?
Snapchat offers facial lenses, Geofilters, Bitmojis, drawing tools, and other customization options.
How can brands advertise on Snapchat?
Snapchat offers Snap Ads, Story Ads, Geofilters, and Sponsored Lenses for advertising.
What are the benefits of Facebook advertising for Carlsberg?
Carlsberg achieved a 19 times return on ad spend, a 7.2-point lift in association with Liverpool FC, and a 9 times increase in website traffic.
How did Ubiregi use Facebook lead generation advertising?
Ubiregi used lead ads to offer free trials and showcased product screenshots and videos to acquire potential customers.
Which brand did Carlsberg collaborate with on Facebook?
Carlsberg collaborated with Liverpool FC on Facebook.
What type of audience is Snapchat popular with?
Snapchat is popular with a younger audience, particularly 13 to 24-year-olds.
What is the purpose of broadcast lists on WhatsApp?
Broadcast lists allow for sending alerts to multiple contacts while maintaining privacy.
How does Snapchat’s ‘Discover’ channels benefit brands?
Snapchat’s ‘Discover’ channels provide brands with the opportunity to serve ads and collaborate with publishers.
What is the purpose of Snapchat’s ‘Sponsored Lenses’?
Snapchat’s ‘Sponsored Lenses’ are branded AR filters that allow for greater personalization and can be purchased directly with Snapchat.
What are the different campaign objectives available to marketers on LinkedIn?
Drive website visits, Send people to your content, Collect leads, Get video views, Increase followers, Drive job applications, Use Spotlight Ads, or drive to your website or landing page from dynamic ads
What is the only mandatory audience targeting option on LinkedIn?
Location
What are some optional audience targeting options available on LinkedIn?
Demographics, employment, education, and connections
What are the demographics that can be used for ad targeting on LinkedIn?
Age and gender
How is a member’s age and gender determined on LinkedIn?
It is inferred from their member profile information
What is the company name used for in employment targeting on LinkedIn?
It is the organization a member lists as his or her employer
What is the company industry target used for in employment targeting?
It is the primary industry of the company where the member is employed
How is company size determined for targeting purposes on LinkedIn?
It is determined by the number of employees listed on the organization’s company page
What is job function targeting based on?
It is based on standardized groupings of job titles entered by LinkedIn members
What does job seniority describe in targeting on LinkedIn?
It describes the rank and influence of a member’s current role in their organization
What does years of experience targeting allow you to do on LinkedIn?
It allows you to reach a target audience based on the years of professional experience they’ve accumulated over their career
What does education targeting on LinkedIn include?
It includes the school, college, university, or other institution where a member has completed a course
What is the fields of study target based on?
It is based on member entered degrees and is the major or area of study within a member’s degree section
What are skills targeting based on?
They are based on highly relevant keywords found within a member’s profile that indicate expertise in a particular area
What are LinkedIn groups used for?
LinkedIn groups are where members who share interests or professional associations can gather, discover information, and ask questions
What is the targeting option for company connections used for?
It allows you to reach the first-degree connections of employees at companies you select
What are some types of creative content available on LinkedIn?
Articles, images, links, carousel ads, and videos
What are the budgeting options available on LinkedIn?
The budgeting options are not mentioned in the course notes
What are the different targeting options when setting up a campaign?
Targeting options include audience lists, keywords and interests, demographics, and other relevant audience attributes.
How can you target recent users or new customers in a campaign?
You can target recent users or new customers by selecting the appropriate options based on placements, keywords, or demographics.
What is the purpose of using tracking URLs in a campaign?
The purpose of using tracking URLs is to track click-data for ads, promoted Pins, and website visits.
How can you create tracking URLs for social media campaigns?
You can create tracking URLs in URL Builder by using Pinterest as the source, paid social as the medium, and Pinterest paid social for the ad-group name.
What are some additional data points you can track using tracking URLs?
You can track data for various calls-to-action across social posts, devices people use, time spent on site, and more.
What is the process to create an ad on Snapchat Ads?
Go to the Snapchat Ads area, select Create an ad, choose Advanced Create, select your objective, select an ad type, select a target audience, fill in the required information, name your ad, review the content, add a URL parameter, and create the campaign.
Why is social media reporting important in social media marketing?
Social media reporting helps understand how content and tactics perform, optimize efforts, incorporate successful strategies, and scale back ineffective actions or content.
How can social media tools be used to report campaign success?
Social media tools, including platform-native tools and third-party tools, can be used to analyze data and report on campaign performance.
What are some valuable metrics to identify in social media campaigns?
Valuable metrics to identify include click-through rate, engagement rate, and conversion rate.
Why should marketers focus less on vanity metrics in social media?
Vanity metrics, such as page likes or followers, don’t provide the full story and may not align with actual engagement, website clicks, or conversions.
What advanced feature can be used to gain deeper insights into social media conversions?
Advanced users can install platform tracking and conversion pixels or tags to gain deeper insights into the influence of social channels on conversions.
Which social media networks offer social pixels for tracking conversions?
Many social media networks offer social pixels that can be added to track conversions.
What are the budgeting options available to marketers on Twitter?
Marketers on Twitter can set daily budgets or set an optional total budget.
What bid types can marketers choose from when advertising on Twitter?
Marketers can choose from Automatic Bids, Target Bids, or Maximum Bids.
When is automatic bidding recommended on Twitter?
Automatic bidding is recommended for campaigns that don’t require micromanagement and need budget flexibility.
When is maximum bidding option on Twitter useful?
Maximum bidding allows you to manually select how much a lead, click, or engagement is worth when you have a tight budget.
What are the creative formats available on Twitter?
Creative formats on Twitter include organic tweets, scheduled tweets, and promoted-only tweets.
How can marketers enhance their tweets for a campaign on Twitter?
Marketers should compose compelling tweets to promote conversations, encourage discussions, and start engaging interactions.
What are some engaging formats suited for a tweet engagement campaign on Twitter?
Poll cards, Twitter cards, conversational cards, instant unlocks, scratchreels, GIFs, images, and videos.
What information does Twitter use for audience targeting?
Twitter uses demographics, behaviors, follower lookalikes, conversation topics, keywords, and remarketing options for audience targeting.
How can marketers create a new campaign on Twitter?
Login to your Twitter profile, go to More, choose Twitter Ads, create a new campaign, customize details, select targeting options, enter tweet content, and launch the campaign.
What is LinkedIn Campaign Manager?
LinkedIn Campaign Manager is a self-serve tool for delivering targeted messages to unique audiences.
What are the steps to create a paid promotion campaign on LinkedIn?
Steps include logging in to LinkedIn Campaign Manager, creating a new Campaign, naming the campaign, selecting objectives, setting audience targeting, choosing content to promote, setting bids, budgets, and run dates, and pushing the campaign live.
What are the different ad formats available on LinkedIn?
The ad formats available on LinkedIn are Sponsored Content, Dynamic Ads, Right-Hand Ads, and Sponsored InMails.
What is the purpose of Sponsored Content on LinkedIn?
Sponsored Content helps increase reach for company posts beyond the organic following and includes videos, articles, and carousel ads.
How do Dynamic Ads work on LinkedIn?
Dynamic Ads allow precise targeting of decision makers and influencers with highly relevant and customizable creative.
What are Right-Hand Ads on LinkedIn?
Right-Hand Ads are small text ads that appear on the right side of the desktop version of LinkedIn.
How can marketers send targeted messages through Sponsored InMails on LinkedIn?
Sponsored InMails allow users to send mass targeted messages on LinkedIn.
What is a Premium Account used for?
Premium Accounts are used for career progression, recruitment, lead generation, business insights, and learning.
What is SlideShare?
SlideShare is LinkedIn’s content-hosting platform for sharing presentations, videos, infographics, and PDFs.
What is a LinkedIn Group?
A LinkedIn Group is a page that supports specific discussions moderated by group owners and managers.
What are Pins on Pinterest?
Pins on Pinterest are ideas created, found, and saved from around the web for reference or inspiration.
What is a Board on Pinterest?
A Board on Pinterest is where Pins are saved, named, and arranged according to preference.
What are Group Boards on Pinterest?
Group Boards on Pinterest are collaborative boards with other users, often used to share ideas and plans.
What do Rich Pins provide on Pinterest?
Rich Pins provide extra information directly on a Pin, providing more context about an idea.
What is the Pinterest Browser Button?
The Pinterest Browser Button is a browser extension allowing users to save ideas from the web to a Board with one click.
Why is it important to consider options before setting up social media for business?
Considering options helps decide on the most suitable approach for social media setup.
What is the first step when creating a social media profile?
The first step is to create a profile by choosing the business version of the social media platform.
What assets need to be created and uploaded to complete a company profile?
Profile pictures and cover photos need to be created and uploaded for a complete company profile.
Why is it important to choose engaging images for profile pictures and cover photos?
Engaging images make a strong first impression as users move quickly between profiles and feeds.
What can be included in the cover photo of a social media profile?
A cover photo can include a focal point and light calls-to-action like phone numbers or special offers.
What should be added to a company profile as a short introduction?
A short bio should be added to introduce the business and its activities on the social media profile.
What additional information can be included in the bio of a company profile?
Contact details and links to the website can be added to the bio of a company profile on some social channels.
Why is it important to consider the target audience when setting up a social media business profile?
Considering the target audience helps tailor the profile to effectively communicate with the intended viewers.
What metrics are shown in performance reports for running Sponsored Content Ads?
Social action data
What metrics are shown in performance reports for running Sponsored InMail ads?
Sends, Opens, and other Sponsored InMail metrics