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NAIL.social Office Hours episodes
- 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.
21 min - 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
29 min - 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
34 min - Text tool - doesn't work
- 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!32 min - 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!
34 min - Client has pivoted to making masks. Completely changes our purchase data
- 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 - Brands that haven’t adjusted their messaging seem out of place
- 40 - Are you right for ecommerce/DTC?
We are talking about all things ecommerce and DTC today. Does it make sense for you? What hurdlers or barriers will you face and how to get around them? Talking about Margins, Prices, Lifetime value, budgets, creative, and the problems of scaling too fast. Stop reading this and dive right in!
43 min - 39 - We should start a band
+You know that ad campaign that has 5 billion views? No not the Super Bowl one, the TikTok one... oh.. I guess it was also on the Super Bowl too. Little Ceasars has updated the TikTok brand playbook with some great tactics and we dig in.
+ Choosing the right platform and ad unit is JUST AS IMPORTANT as the creative idea if you want to drive results. We talk about what works where and how to get your media buyer more involved in the creative process.
+ Cue Masterpiece Theatre music. Rachyl, a media buyer by day, and super sleuth by night, has uncovering something very off about a fun little band on TikTok. I guess you will just have to listen to find out.
+We came across a brilliant 100% native execution on Twitter that we have to talk about. It uses a feature that we haven't seen before.+DTC headlines. What works and what doesn't, and why what you think might not work might actually work. Ecomm people pay attention!+The Rant Wheel gets.... awkward.Follow us on Twitter @nailsocial34 min - 38 - Renegade, Renegade, Renegade...
+TikTok updates are coming in hot. We talk about Jalaiah and the renegade dance, parental and safety features, the weird @TikTokTips account, and dun dun dun... link in bio is now a thing!
+CBO strategies you probably haven't heard yet, like "single lane optimization". I just made that up, but listen anways, it's good stuff.+We go through BudLights instagram like geologist looking at the many layers of a canyon wall. It's memes all the way down... until... September, 2019.
+Has social killed the storytelling star? Yes. But also no. Don't you hate those answers? Well its kind of nuances but social offers the biggest opportunity for story telling... if broaden your horizon.
+Then we throw a lil shade at VaynerMedia... love you Gary!
35 min - 37 - Mike Bloomberg, Meme Lord.
Full episode, take a listen, or just keep reading, like you are now, but trust me, the audio version doesn' t have nearly as many, you know, commas.
+ Have you ever request access to FB Business or Ads Manager from a client. It's our living nightmare. And a huge time suck. No worries, we let you know how to do it right, but also how to do it wrong, if you're looking for that too.+Mike Bloomberg is meme'ing his way to the Whitehouse. How do we get off this ride??? If you have seen the paid memes, bless your heart, if you have and want to understand the strategy behind it, take a listen.
+ EPIC HANDSHAKE TIME. As an agency there are some KPI's that are squarely in our court. And some that are in the clients court. And the most important one is in both of our courts, which doesn't make much sense as a metaphor, but is hugely important to understand. This is why you listen to the podcast and not read the show notes.
+ So you've decided to run some Facebook ads, great, be prepared for the collective middle finger from your new audience. We chat about setting client expectations for the first time they run ads, vs them normally just talking to their tribe in organic posts. We also talk about how to respond to the aforementioned middle finger.
+ Got some rant worthy topics including 1. Starting Campaigns on a Friday. 2. Whatever Vayner Media does. 3. When your bf makes you go to the same restaurant two valentines days in a row. Can you guess which one it is???
+This aftershow is all about speed. Pure speed.34 min
About NAIL.social Office Hours
From the publisher's feed
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!