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Interactive and Digital Marketing > Module 9 Videos > Flashcards

Module 9 Videos Flashcards

1
Q

Basic best practices regardless of social platform

A
  • Per module 8, benchmark for content ideas on a platform specific basis-what works on Pinterest may not work on Facebook, etc..
  • Also pick the best platforms for your demographic—do they use it and with what frequency
  • In B2B markets, some social media platforms like blogs or YouTube might be more important than say Instagram or Pinterest
  • Always send social media visitors to your owned platforms like your website or blog-save best products, discounts for those who come to the website to buy
  • Most social media platforms now have a “verified account” process—a check mark appears next to your company name showing it is the real thing-they can take it away

• Remember that with organic social media (e.g., posts being seen by your followers) only a small percentage
will be seen

  • Follow your corporate branding guidelines so a consistent look on all platforms-this is usually not followed by small companies
  • It might seem obvious but given the growth of image and video posts, especially with younger demographics or certain categories (e.g., home décor), make sure you invest in good equipment (camera and image editing software), training (lighting is key to great pictures) or outsource it.
  • If you have a decent social media presence add social media icons or chiclets to your website-decide if at the top or bottom of the page- I suggest the bottom…why?
  • Keep in mind that with organic social media (not ads) you only have very high level demographic information about who is reading or exposed to your content-the detailed audience targeting we saw in PPC is not there
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2
Q

Very Important to always create ___ accounts and optimize all your platform profiles with…

A

Business

…keywords, tags, links to your website, images & location- access to verified account, advertising and administrative and analytics panels

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3
Q

Hashtags # were popularized by

A

Twitter but have expanded to other platforms, can be used with Facebook, LinkedIn, Instagram, Google+ & Pinterest

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4
Q

Hashtags indicate a

A

certain topic(s)- e.g., #super bowl.

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5
Q

Purpose of Hashtags

A

facilitate searches, when you see tweet or post and a certain hashtag is mentioned, usually you can click on it and see more extensive postings/tweets

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6
Q

Know within your category, which hashtags are the most popular to…

A

…piggyback on them

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7
Q

Leverage ___ across platforms

A

hashtags

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8
Q

Keep in mind that in some social platforms, hashtags are not ___ or may not produce accurate ___ ___ (e.g., Pinterest)

A

clickable, search results

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9
Q

need to tag using keywords on all…

A

…images, videos, graphics and content, including when possible, geo-tagging for local

Another way is provided by some social media platforms e.g., Instagram has a tagging feature for people or businesses

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10
Q

The @ symbol refers to a…

A

…person or business @ibm, etc.. some nuances in different platforms, when you use in Twitter by adding say @homedepot your “tagging” them to a tweet comment

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11
Q

Following is available on

A

most social platforms like Twitter, Facebook, or Instagram –can follow brands or people and vice versa

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12
Q

Following someone (anyone) is used as a tactic to

A

get followers (reciprocity)

However, brands are not people, so normal etiquette doesn’t apply! Do it sparingly

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13
Q

If a brand follows someone, that person’s updates can appear on the brand’s feed unless…

A

…you can “mute” them (e.g., Twitter)

Consider only following influencers of your brand but even that has risks

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14
Q

“Newsjacking” popularized by…

A

best selling author David Meerman Scott

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15
Q

“Newsjacking”

A

–the art and science of injecting your ideas into a breaking news story so your brand gets noticed.

Identify these breaking new stories with Google trends, a social media listening platform or just by seeing what is trending in Twitter, YouTube, Facebook, etc..

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16
Q

Key of Newsjacking is to

A

get in early, leverage the hashtags related to the news story

• Careful not to pick a sensitive subject

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17
Q

The term “social selling” is usually meant in the context of…

A

…salespeople using social media for leads

Companies can create a “Shop” store where available e.g., Facebook

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18
Q

A better option for a social media store is if the platform offers the option of a…

A

…“Buy” button that takes them to your website vs using their store

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19
Q

Social media platforms (e.g., FB) that offer shopping platforms provide tools to…

A

…upload images, product descriptions and an admin panel to manage orders

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20
Q

If you decide to use the social media stores- highly recommended that you use…

A

…plugins and/or ecommerce website platforms that integrate with your ecommerce website (e.g., Shopify)

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21
Q

Best to not put your entire product offering (e.g., Facebook Shop) but…

A

teaser products >then send them to your website for next purchase

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22
Q

Social media commerce stores are a…

A

…rapidly evolving space, contradictory claims and changing options and definitions- many social media giants are constantly experimenting, adding, removing functionality

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23
Q

Social media platforms have or will soon roll out…

A

…image search.

24
Q

For image searches, Pinterest uses…

A

…Lens app.

25
Q

Lens app

A

users with the app share an image with Pinterest e.g., picture of a furniture chair, Pinterest will find that chair or similar-looking chairs based on the image

26
Q

What is cross promoting on other social media?

A

When a business uses one social media channel to promote their other social media channel(s).

27
Q

Plugins & Apps are a way to build…

A

…engagement

Leverage apps– some when customizable are built by your developers based on FB’s SDK….

28
Q

Give ___ ___ special promotional codes for offers.

A

loyal fans

29
Q

Omni channel–If you have brick & mortar stores…

A

…promote online for off line redemptions

30
Q

Key metrics:

A

Awareness

Engagement

Amplification

Conversion

31
Q

Awareness

A

someone came to your page or was exposed to your post/tweet/pin but did not take any kind of action

METRICS:
a) Reach-how many people saw your posts e.g., 2% of your followers saw your posts on their feeds

b) Impressions-measures the number of times your posts were seen (e.g., one person may have been exposed to multiple impressions)

32
Q

Engagement

A

they took an action but did not share it (or amplify)

Varies by platform, e.g., clicked on a post link, entered a comment, “Liked”, “followed,” viewed a video or picture, used an emoji like wow, Love, etc..

  • Importance: shows audience size, intensity and data you can use to see if it results in business outcomes
  • If possible-not always-capture all engagement metrics separately, don’t lump together
33
Q

Amplification

A

they shared it with others in their social media connections

  • Some action (e.g., a “Like” could be seen by their friends) –an active decision by a user to send to others
  • Examples:shares, retweets (Twitter), “revines” (Vine), “repins” (Pinterest) and even reviews
34
Q

Conversion

A

bottom line for your business (e.g., a sale, lead)

35
Q

The reality is that Engagement =/=…

A

Business Results

36
Q

Engagement is NOT a good indicator or predictor for…

A

conversions.

37
Q

Facebook Demographics

A

Launched in 2004, surpassed 2 Billion active users/month, one billion per day

Over 80% come from outside the US & Canada.

In the U.S. of those who use the internet-approx. 85% of females and 75% of men use Facebook; 80% have some college.

Given the sheer reach, most income groups are well represented in US.

The 18-30 year old age group is the most dominant–declines however are expected in the future as Gen Z (born 1996 thru 2012) replaces millennials. Z’s prefer messenger apps (e.g., Snapchat) or Instagram

On average, active daily Facebook users access FB
8 times per day (important for possible posting schedules)

FB messenger has 1.2 B monthly users

38
Q

Components of a Facebook Business page

A
  1. Profile Picture
  2. Table of Contents
  3. Cover Picture
  4. More Info Option (Save, Share, Suggest Edits, Like…)
  5. Shop Now Button
  6. Send Message Button
  7. Rating
  8. Community Tab
  9. About Section
39
Q

Key considerations for FB Business page:

A

fresh & frequent content, short posts- images or video–and leverage Instagram

  1. Prohibition on “promotional language” on cover image
  2. Timeline/activity stream requires work – becomes obvious if no recent activity or engagement by others
  3. If someone “Like’s” your page (and is set to Public) your posts may appear in their timeline (~2%)
  4. Problem with “bought” Likes–You can tease “how many likes to see this outrageous video?”
40
Q

Facebook Shop is ___ and it shows up on the tab of your ___ ___ page.

A

optional, Business Facebook

41
Q

Does Facebook Shop currently have fees?

A

No

42
Q

Most Facebook ecommerce-brands that use “Shop” have it as…

A

…a link to their websites, but there is some direct shopping on FB.

43
Q

Facebook Marketplace is different and more like a…

A

…Craig’s list—where users sell often used goods, to other users. However, FB says your shop products may appear on Marketplace…which might not be a good thing.

44
Q

What is a Boost Post on FB?

A

One additional category of advertising on Facebook related to organic

FB will encourage you to pay for boosting your post visibility with a button next to your posts in the Insights admin area

45
Q

Is Boost Post effective?

A
  • Mixed jury on it’s effectiveness vs. FB’s other ad options-limited audiences and optimized for engagement
  • Test with a small amount of money- ”Dream Big-Spend Small”
46
Q

Net Likes

A

Shows the number of new likes minus the number of unlikes.

47
Q

Key Components of an Instagram Business Account

A
  • Instagram “stories” is where you can post videos or images to share but they disappear after ~ 24 hours-add location and hashtags
  • Users can use discovery feature
  • Have to constantly monitor what is working or changing
  • Key screens: Photo feed, stories, profile, settings, search, invite, activity, login (FB)
  • Leverage videos as fastest growing
  • Mix Business with fun Photos/Videos
  • Use “stories” to showcase user generated content
  • Showcase Products
  • Like and Comment on Images
  • Use Geo-tags and hashtags!
48
Q

Aspects of Instagram different from Facebook

A
  • Skews younger, approx. 60% of Instagram users are between the ages of 18-29
  • So far… Instagram has a less cluttered user interface-FB has a lot of tabs like events, shops, groups, product pages, etc..
  • More mobile focused
  • Better engagement rates at this time
  • Advertising targeting very similar to FB
49
Q

Instagram Shopping

A
  • Can have a Storefront as with FB, same suggestions apply
  • Can feature certain pictures, tag a certain number of products per image, over a dozen products per carousel, add filters or captions and you’re done
  • Shopping posts display pricing and product details within the Instagram feed and through the Shop button on business profile
  • If someone taps on a post, prospects can see more details
50
Q

Pinterest Demographics

A
  • Pinterest has over 175M monthly active users (Source: Pinterest), 75M in the US
  • Over 80% of active users are female (65% of total users), popular with Millennial’s but evenly spread across age groups and incomes
  • Most active “pinners” are under 40
  • 80% of pins are “re-pins” –lots of user engagement –viral component
51
Q

Pinterest Popularity

A
  • Over 50B pins and 1B boards, mainly in certain categories
  • Pinterest retains and engages users 2 to 3X more than Twitter
  • Pinterest has Followers, uses hashtags but many are not shown-algorithm
  • Make sure you add links to images uploaded
  • There is an Explore and Trend feature which can be used by some categories with “Buy” pins
52
Q

Pinterest Layout Components and Best Practices

A

Boards

Pins

53
Q

Pinterest Boards: Best Practices

A

how pins are organized for one profile. Pins have to be pinned to a board.
 Should have at least 5 boards starting out
 Move better performing boards to the top

54
Q

Pinterest Pins: Best Practices

A

images, which can link to a website, product or recipe. Rich pins, Buyable, recipe, app, article, movie, place and product pins
 Need to have at least 15-20 per board however once you get past 50 consider another board so users don’t get overwhelmed scrolling
 Pin titles and descriptions: stay under 180-200 characters-optimize text

55
Q

Pinterest Shop

A
  • Pinterest offers “buyable pins” which allow a product to have a link to a company’s website or (via a Pinterest partner like Shopify or BigCommerce) buy on Pinterest-no need for them to leave Pinterest
  • If a person selects “Buy” they can pay with either Apple Pay or a credit card.

Interactive and Digital Marketing (16 decks)

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