Crave Facebook Campaign Final Assignment

Campaign Objective - The “why” behind your choice of campaign:

I believe this specific campaign's objective should be to reach meaningful audiences that will have the type of lifestyle the makes the want to buy these nutritional snacks. Something similar to GDN's affinity audience that targets a specific lifestyle. The type of people we are trying to target will know they want these products, whereas if we are just trying to reach "a lot of people" most wouldn't care to find out what this product can do.

We also want these people to check out the website and sign up for email alerts for when the product actually launches. We want to catch people's attention now, and have an easy way to re-capture their attention and sales when the product actually launches. Our objective?

Lead Generation

• Ad Targeting 
  • Audience - Demographics: Sandy UT + 50 miles for most of urban Northern Utah, Moab and St. George UT + 25 miles for outdoors enthusiasts - 18 - 45 year-old men and women for capturing those in the peak of physical activity. Psychographics: Interested in parenting, physical exercise and fitness, camping, hunting, mountain biking, marathons and triathlons. Interested in outdoor life. Connections: People who like the page or respond to Crave events. 
  • Placements - Use automatic placements to delve into new market spaces and people we have not yet identified. 
  • Budget - 30 days for $50 per day. Total of $1,500.
  • Schedule - Auto-set to "Run all the time"
• The Ads
• Format - Single image or video format (As there probably isn't enough visual diversity for a carousel to be interesting)
• Ad Info:

FEEDBACK: I'm really excited for this product to finally "hit the shelves" and start selling. The options look really good and I would like to try a few myself. I know that there are a lot of high-performance snacks that are in the market already, so I feel like if Crave can really isolate its biggest benefits for its customers, it has a chance to come out on top and break through the noise that fills the airwaves of this particular industry. I like the product, I just hope they can find a way to stand out ad really make a mark so they don't get lost in a veritable sea of other trail mixes and health snacks. 

Google Ad Certifications

Happy day, everyone! I'm certified on Google Ads. I've included screenshots of my certificates below. 

(Don't mind the Tavery, I was using a different email address)

I'll also have my final Facebook Campaign to post about soon. 

Passion for Social Media Managers

I dove back into podcasts this week listening to a Social Pros podcast. They went in-depth on what it takes to be a social media manager for anything in the modern day. I thought it was interesting how they started the episode introducing the quest speaker, Barry, and talking about how she pretty much dedicates her life to making social media managing work.

Barry went into talking about how she really doesn't get a lot of time for outside engagements. She talked about how she lives and breaths for her company and gets a lot off freedom to do what she thinks is best is posts whenever she wants and whatever she wants.

She works a lot with those who engage with her company online, and checks her messages 24/7, literally 24/7 and does all she can to help customers connect with the brand as a person. She works hand-in-hand with a PR agency to make sure they are doing what is effective and that the agency can accurately represent the team.

She also delves into marketing and such as their team is so small. She said that as a social media manager, her job really includes all things digital. And looking at successful metrics, they want more followers and more tweets @ their brand.

It was really eye-opening how much a social media manager has to do to keep their brand on people's minds and fulfilling all the expectations that people have in a fast-paced digital world.


SOURCE:

https://open.spotify.com/show/3C7kVUc4kaCAExNYlK7Pjy

Non-Profit Social Media

I was reading blogs again this week and came across a little gem on PPC Heros. I am extremely interested in the non-profit sector and would like to work there after I graduate from BYU. This article summarized some "do's" and "don'ts" of how to do social media marketing during a scary and volatile time such as the Coronavirus epidemic.

1. "Be sympathetic": Now is not the time to be crass and crack jokes. Rather, reach out in compassion and try to establish emotional connections.
2. "Do research within your industry!": What are people doing right now that is working for them. What things haven't gone so well? Don't try to walk the path of non-profit success blindly.
3. "Use lighthearted humor": Being tasteful doesn't mean not being funny at all. Entertain the publics you interact with.
4. "Interact with your customers": Reaching out during this trying time shows that you care about them and want to help. Social media posts and live streaming will do!
5. "Giveaways and Stories": These ingenious tools can help connect you to publics on a day-to-day basis. 
6. "Have a clear call to action": What do we want our customers to do? They won't know unless we tell them!

I enjoyed this article as it reminded me just how much agencies, professionals and individual businesses must adapt to the changing world around them. Hopefully I can be as adaptable as they are in my efforts to become a professional.


Source:

https://www.ppchero.com/what-nonprofits-taught-me-about-social-media-marketing/

Attributions Analysis

This week I dove into the world of Google analytics and attribution with the PPC Hero blog. In their article, PPC detailed the difference in choosing a last-click attribution model to a position-based analysis of conversion.

The author worked for a company selling expensive, high-end products. After realizing that such products were not usually the objects of impulse-buying, they saw that looking only at last-click attribution wasn't giving them a very accurate gauge of their conversions.

In order to combat this, the began looking at position-based conversion, which tracks the entire journey to final conversion, since most people wouldn't one-stop shop for these expensive products and would most likely take quite a while to finally decide to put the money down and purchase one of their products.

To conclude, there wasn't any major shift in the data, but these changes better helped the campaign track which keywords and searches were leading to full conversion, and which ones were not as effective at helping them reach their goals.

I am still trying to understand the full depth of analytics and attribution, but I feel this article did a good job distinguishing between the different types of common attribution. I will probably follow up with this next week in order to learn more.


Source:
https://www.ppchero.com/moving-from-last-click-to-position-based-attribution/

Learning about Youtube

This week I dove into reading online blogs to see if there was anything they could teach me about how to improve a YouTube channel I run with my friends. The channel in question is a gaming channel in which we do "Let's Plays" and "Walkthroughs." This market has many players and YouTube personalities that even non-gamers have heard of, so it is very important to be able to stand out.

Some interesting points that Mr. Shalwick made int he blog/interview pertain directly to growing a YouTube following. The first interesting point that he made was that having more subscribers is important in one direct and one indirect way. The direct effect is that if two videos are identical in their content and time, the channel with more subscribers will be ranked higher by YouTube's algorithms than the other video. This is obviously very important as most searches don't make it past the first page or scroll of the mouse wheel.

The second effect is less direct. The more people are subscribed to you, the more visible your video is since subscribers have all their subscribed content run across their dash. Any visibility is good.

One other thing Mr. Shalwick pointed out about YouTube optimization is that thumbnails need to be interesting as most people look at the picture before they read the titles of the videos. This is important because, according to the interview, hundreds of hours of video is uploaded to YouTube every hour. This is an extremely competitive but really effective place to promote yourself and your brand.

See you next week for more learning adventures!

Sources:
https://www.socialmediaexaminer.com/how-to-create-a-successful-youtube-channel/

Keywords Assignment

Business: Crumbl Cookies

Campaigns:

Underline = Key Word

Italics = Soovle results

1. Cookie Sampling Event Campaign: 
1. Cookies: Cookies, cookies and cream, cookies near me, cookieswirlc, cookies, strain, cookies by design, cookies recipe, cookies and cream ice cream, cookies and cream strain, cookies clothing
2. Samples: Samples, samplesource, samples from mars, samples of resumes, samples free, samples of resignation letters, samples of cover letters, samples of obituaries, samples definition, sampleswap
3.  Free: Free people, free movies, free games, freedom mortgage, freetaxusa, freedom high school, free credit report, free lance star, freedom writers, freeform
4. Provo: Provost, provocation, provoke, provolone, provost dc, provo utah, provolone cheese, provoke definition, provo, provoked
5. Crumbl: Crumble topping, crumbl cookies, crumble co, crumbling, crumbled, crumble definition, crumble meaning, crumbles, crumble synonym, crumbly cheese
2. Brand Awareness Campaign: 
1. Crumbl: Crumble topping, crumbl cookies, crumble co, crumbling, crumbled, crumble definition, crumble meaning, crumbles, crumble synonym, crumbly cheese
2. Cookies: Cookies, cookies and cream, cookies near me, cookieswirlc, cookies, strain, cookies by design, cookies recipe, cookies and cream ice cream, cookies and cream strain, cookies clothing
3. Delivery: Delivery near me, delivery, delivery food near me, delivery food, delivery pizza near me, delivery jobs, delivery service, delivery near me open, delivery places near me, delivery apps
4. Gourmet: Gourmet, gourmet inspirations, gourmet gift baskets, gourmet asian bistro, gourmet popcorn, gourmet makes, gourmet kitchen, gourmet food, gourmet magazine, gourmet food gifts
5.  Novel: Novel, novel meaning, novel south capitol, novelty, novella, novel smiles, novelkeys, novelty definition, novelty funsy, novel coworking
3. New Product Campaign: 
1. New: News, new york times, new york and company, newsela, newseum, new rochelle, new york, new balance, newegg, new york post
2. Cookies: Cookies, cookies and cream, cookies near me, cookieswirlc, cookies, strain, cookies by design, cookies recipe, cookies and cream ice cream, cookies and cream strain, cookies clothing
3. Dessert: Dessert, dessert near me, dessert recipes, dessert lounge, dessert story, dessert places near me, dessert ideas, dessert meaning, dessert definition, dessert places in dc
4. Crumbl: Crumble topping, crumbl cookies, crumble co, crumbling, crumbled, crumble definition, crumble meaning, crumbles, crumble synonym, crumbly cheese
5. Delicious: Delicious, delicious synonym, delicious in spanish, delicious food, deliciously ella, delicious in italian, delicious miss brown, delicious dinner recipes, delicious in french, delicious recipes

I chose these three campaigns because 1) Crumbl boasts many new flavors that people want to try, but may be reluctant putting down a lot of money for a whole cookie's worth 2) Awareness breeds advocacy, and when people like Crumbl, they are vocal about it 3)As was mentioned, there are a lot of new flavors, but sometimes people don't hear about the best ones until they are gone. I believe these are good choices to reach the Northern Utah target market.

A jaunt over to the PPC Show podcast provided a lot of very interesting insights this week for marketing. From business mergers and streaming services to Walmart vs. Amazon and Tic-Tok, this podcast gave me a lot to think about.

It seems like everything is getting handed over to big corporations these days. Disney is buying up media company after media company in order to shore up its digital presence, and other companies are doing the same in many fields. But the hosts of the PPC Show discussed that a more important trend was emerging, and that was the trend of vertical integration. Catering to very specific niches is the next step in connecting with customers. Making a newsletter for male environmentalist Ford owners is going to become more important as people look for media that services them specifically.

They also discussed the upcoming split over paid streaming services and ad-powered watching. As more and more streaming services come on the market, it's going to be an important question as to how ads are going to work as TV dies off more and more. Will streaming services provide the same outlets for ads that cable and dish did? Are advertisers going to lose a lot of exposure if everything becomes paid?

Finally, the hosts explained how a sponsored one day trend on Twitter could go for almost a quarter million dollars. It became evident that social media is a very powerful platform for spreading your message. Social media is where the people are and where they see advertisements.

That's all for my discoveries this week, see you in the next post!

Podcast:
https://open.spotify.com/episode/6q5SKSWxQLXRoRkGIu8Dkh

This week my learning endeavors took me to one of Social Pros' podcasts. I've provided the link below so you can go and check it out for yourself.

In this episode they interviewed quite a few industry professionals and authors about how they use social media to market themselves. The bit about authors in the title of their podcast is what caught my attention, as I am a self-published author and am always looking for ways to get my books in front of new people.

One of the most interesting issues they brought up is the fact that, apparently, anyone who knows anything about social media marketing doesn't measure their posts and campaigns by "vanity signs" or how many people like their posts. This is apparently an old standard that doesn't give the most accurate interpretation about how their content is being received. It's more about the interactions customers have with the company personally and their overall social media behavior towards the brand.

I can see how this would be different than just counting likes. I've watched my sister scroll through Instagram, liking nearly every picture that passes under her thumb without a second thought. I would like to learn more about how these new-generation analytics work, though.

On a final side note, one of the guests on the podcast stated that for his data company, all they needed was somebody's LinkedIn name and job title and they could easily generate an email to use to get to them. That was a little unsettling. But I'm looking forward to the next podcast and all the new knowledge it will bring me next week.

https://open.spotify.com/episode/414gpBW7pbMV3bhJD4Whqu