46 episodes

Jess and Rachyl, lead scientists at social media R&D agency, NAIL.social talk shop about the latest topics in organic and paid social media on a weekly basis. In addition to their industry knowledge (rants) on social strategy, management, and experimentation, they also teach the best practices fresh from the NAIL.social Academy. The show is 20-30 minutes but the spicy and rambling after show might push it to an hour, sorry!

NAIL.social Office Hour‪s‬ NAIL.social Office Hours

    • Marketing
    • 5.0 • 10 Ratings

Jess and Rachyl, lead scientists at social media R&D agency, NAIL.social talk shop about the latest topics in organic and paid social media on a weekly basis. In addition to their industry knowledge (rants) on social strategy, management, and experimentation, they also teach the best practices fresh from the NAIL.social Academy. The show is 20-30 minutes but the spicy and rambling after show might push it to an hour, sorry!

    47 - Should brands boycott Facebook? lol, no.

    47 - Should brands boycott Facebook? lol, no.

    Here is our official take on the boycott and whether you as a brand should participate.

    Small business vs big business


    The narrative that advertisers can put pressure on Fb to change (like Fox news), LOL.
    FB relies on small businesses. Annually, Facebook generates US$70 billion in advertising sales and about a quarter of it comes from big companies such as Unilever
    Not fair to smaller companies that can’t afford expensive advertising
    Shifting to google and twitter. These aren’t any better
    Stop organic too? Inconsistent


    Dont be naive


    Opportunity for large advertisers to negotiate?
    Part of Patagonia/REI/BenJerrys brand. Not really Coca Cola / Unilever


    What should your brand/agency do?


    The financial impact isn't significant, but it is creating a lot of noise. FB needs to address PR.
    Brands and agencies need to decide whether or not to participate. Don’t feel pressured.

    • 20 min
    46 - And they're just data privileged

    46 - And they're just data privileged

    This Week in Paid - Delayed Gratification


    It's important to understand the buying behavior of your customers - impulse vs research
    What is the path to purchase? How long does it take to buy? What frequency?
    Setting expectations to the client, your own mental state as a media buyer
    Not focusing on the day to day minutiae


    This Week in Organic- So You’ve Been Audited


    Organic audit - last month of performance
    Meeting with client to understand their goals, capabilities
    Most important metrics AVG Engagement rate and avg value of posts
    What platforms have most opportunities
    Other competitors in the space, benchmark against them. Who is doing well and why. What are the best practices in the space


     Data Privilege


    Hard to take advantage of FB’s AI and optimization
    At least one purchase a day / ideally 7 per day (50 in a week)
    People with large adspend are “data privileged”
    Can’t afford to do testing and try new audiences
    Not enough money for purchase, have to back up conversion to ATC or leads


     Rant Wheel


    People not wearing masks
    No CBO Roll Out on Facebook
    Item Substitutions from Instacart

    • 28 min
    45 - Alexa, but as a nine year old...

    45 - Alexa, but as a nine year old...

    This Week in Paid - Taking out the trash


    Text tool - doesn't work

    Ad recall lift - new incremental results column

    Personal attributes policy - “you”

    Multicultural affinity targeting - Legit needs and ways to abuse (hard to count communities is legit for example). FB made affinity targeting to avoid discrimination but now it’s just weird broad interest targeting


     This Week in Organic


    Sticky zoom behaviors - will these stay?

    Celebs joining calls, zoom bombing, zoom all day (Fable)

    Nonprofit zoom / webinar - tips for orgs


    Long Form Social Video


    Can’t put the same thing on FB and YT. Have to be adapted

    FB assumptions - 1 sec view, no sound, scrolling fast

    YT assumptions - 5 sec view, sound on, primed for video

    • 33 min
    44 - A french trench, a tranche

    44 - A french trench, a tranche

    We tackle how Facebook has changed with the... Coronavirus.  Support times, prices, buyer behavior, etc.
    On "Explain that tweet" we dissect another Ecomm-bro comment and how it's not very helpful.
    New segment, Restaurant Rescue, we talk about what restaurants can do to survive in these times from a social perspective.
    And a tasty rant wheel too!

    • 31 min
    43 - Tag the same pickles!

    43 - Tag the same pickles!

    This podcast is only 37% COVID19 related.  The maximum allowed to maintain sanity.
    Special guest today, creative director, Alec Beckett!

    This Week in Paid


    Client has pivoted to making masks. Completely changes our purchase data

    LAL’s based off purchase are now for mask people not primary product

    Our CPA is way down bc masks are much cheaper than primary product

    Landing page on website is 100% masks, not our products

    Creative is not mask driven at all

    If you still want to sell normal product you need to isolate those customers. And send them to page that doesn't have masks.

    If we want to sell masks, you need to take your normal people. 7 day purchase.

    FB rules for medical masks, technically not allowed


    12:00 Community Creation (Update)


    Difference between community management and community creation

    Made easier with existing fan base - targeting engagers form the start (social proof)

    Volume of comments, sorted by most relevant - paragraph of humor, first thing they see

    Don’t end conversation, keep it going - encourage people to come back

    When ppl tag others also respond to those. Not about being “thankful” necessarily

    Match the tone of the commentor

    Solicit comments for social proof - Also makes ad cheaper, better quality score

    Alec Brings his very own Segment, and we rant about....  Masks!

    • 33 min
    41 - Coronavirus: The New Normalicy

    41 - Coronavirus: The New Normalicy

    It's the topic you don't want to talk about but also want to talk about.... Coronavirus! We try to keep it positive tho!


    This Week in Organic - COVID19


    Brands that haven’t adjusted their messaging seem out of place

    If you scheduled content - go check, we did this for clients and took stuff off air

    Some brand twitter is acting like authority rn, Guiness

    Being silent is better than being tone deaf - ok to post nothing

    Some brands leaning into social distancing/video - chipotle on zoom


    This Week in Paid - Corona Virus


    Affecting industries differently - restaurant pulled spend but CPG came to us with a sow

    Don’t panic and pull adspend. Think about the new opportunities and new ways

    Changing process and business structure - to outlast hard times

    Prices are dropping. It’s a good time to get out there with new messages. Not just “we do curbside pickup” but something more creative. Book of the week delivery.

    Frame of mind is different now that we are in feed vs in store


    12:00 Window of Opportunity


    New way of life. Some companies will be expanding/ramping up production. They need marketing to get their message out

    This presents new opportunities for agencies and media buyers to get involved

    CTA: be proactive to these companies and develop gameplan

    As the media expert you need to go to companies / your clients with ideas

    For examples: digital d2d for the census


    Charging airpods every night - example of how we’re all experiencing new behaviors



    And an ANTI-rant wheel for you.  

    • 33 min

Customer Reviews

5.0 out of 5
10 Ratings

10 Ratings

Mr. kaneko ,

Learning a ton and enjoy the insight

It’s nice to have people who know things and share their enthusiasm

Edavies281 ,

Great podcast

Love the live format and informal style.

media_matters ,

Give it a listen

Fun and easy to digest. Filled with great insights and actionable info.

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