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!
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.
13 May 2020
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 Apr 2020
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
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
5.0 / 5
10 ratings
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