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
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46 episodes
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Podcast Overview
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!
Language
🇺🇲
Publishing Since
4/26/2019
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Recent Episodes
July 9, 2020
47 - Should brands boycott Facebook? lol, no.
<p>Here is our official take on the boycott and whether you as a brand should participate.<br> <br> <strong>Small business vs big business</strong></p> <ul> <li><strong>The narrative that advertisers can put pressure on Fb to change (like Fox news), LOL.</strong></li> <li><strong>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</strong></li> <li><strong>Not fair to smaller companies that can’t afford expensive advertising</strong></li> <li><strong>Shifting to google and twitter. These aren’t any better</strong></li> <li><strong>Stop organic too? Inconsistent<br> </strong></li> </ul> <p><strong>Dont be naive</strong></p> <ul> <li><strong>Opportunity for large advertisers to negotiate?</strong></li> <li><strong>Part of Patagonia/REI/BenJerrys brand. Not really Coca Cola / Unilever<br> </strong></li> </ul> <p><strong>What should your brand/agency do?</strong></p> <ul> <li><strong>The financial impact isn't significant, but it is creating a lot of noise. FB needs to address PR.</strong></li> <li><strong>Brands and agencies need to decide whether or not to participate. Don’t feel pressured.<br> </strong></li> </ul>
May 13, 2020
46 - And they're just data privileged
<p><strong>This Week in Paid - Delayed Gratification</strong></p> <ul> <li>It's important to understand the buying behavior of your customers - impulse vs research</li> <li>What is the path to purchase? How long does it take to buy? What frequency?</li> <li>Setting expectations to the client, your own mental state as a media buyer</li> <li>Not focusing on the day to day minutiae<br> </li> </ul> <p><strong>This Week in Organic- So You’ve Been Audited</strong></p> <ul> <li>Organic audit - last month of performance</li> <li>Meeting with client to understand their goals, capabilities</li> <li>Most important metrics AVG Engagement rate and avg value of posts</li> <li>What platforms have most opportunities</li> <li>Other competitors in the space, benchmark against them. Who is doing well and why. What are the best practices in the space<br> </li> </ul> <p> Data Privilege</p> <ul> <li>Hard to take advantage of FB’s AI and optimization</li> <li>At least one purchase a day / ideally 7 per day (50 in a week)</li> <li>People with large adspend are “data privileged”</li> <li>Can’t afford to do testing and try new audiences</li> <li>Not enough money for purchase, have to back up conversion to ATC or leads<br> </li> </ul> <p><strong> Rant Wheel</strong></p> <ul> <li>People not wearing masks</li> <li>No CBO Roll Out on Facebook</li> <li>Item Substitutions from Instacart<br> </li> </ul>
April 29, 2020
45 - Alexa, but as a nine year old...
<p><strong>This Week in Paid - Taking out the trash</strong></p> <ul> <li>Text tool - doesn't work<br> </li> <li>Ad recall lift - new incremental results column<br> </li> <li>Personal attributes policy - “you”<br> </li> <li>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<br> </li> </ul> <p><strong> This Week in Organic</strong></p> <ul> <li>Sticky zoom behaviors - will these stay?<br> </li> <li>Celebs joining calls, zoom bombing, zoom all day (Fable)<br> </li> <li>Nonprofit zoom / webinar - tips for orgs<br> </li> </ul> <p><strong>Long Form Social Video</strong></p> <ul> <li>Can’t put the same thing on FB and YT. Have to be adapted<br> </li> <li>FB assumptions - 1 sec view, no sound, scrolling fast<br> </li> <li>YT assumptions - 5 sec view, sound on, primed for video<br> </li> </ul>
46 total episodes available
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