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.
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.
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
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
People not wearing masks
No CBO Roll Out on Facebook
Item Substitutions from Instacart
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
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!
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!
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.
Customer ReviewsSee All
Learning a ton and enjoy the insight
It’s nice to have people who know things and share their enthusiasm
Love the live format and informal style.
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Fun and easy to digest. Filled with great insights and actionable info.