Social Media Marketing Quiz 2

Buyer Persona

A named, faced, fictional person built from real audience data, who stands in for a group of customers so the team can argue about what she would do.

What is included in a persona?

Who they are, what they want, what in the way, where they scroll, what they say, and why they’d say no

Persona: Who they are

Name, age, role, a day in their life. For a business buyer: job title and who they answer to

Persona: What they want

The goal they’re chasing, in their words, not ours

Persona: What’s in the way

The challenge or frustration that makes them look for help

Persona: Where they scroll

Platforms, accounts and formats they already spend time with

Persona: What they say

A real quote: a comment, a review, a question somebody actually posted.

Persona: why they’d say no

The objection we have to answer before they act

The negative persona

The person we are not for: too expensive to win, wrong fit, likely to leave unhappy. Naming them tells us which comments not to chase and which followers not to count

The business buyer

When a company is the customer, more than one person is in the decision: The user(works with the product everyday), the buyer(signs the order and owns the budget), the influencer(gets asked who to hire)

Five things fans do that ordinary followers don’t

Emotional engagement, self-identification, cultural competence, auxiliary consumption, and production

Emotional engagement

The brand means something in their life

Self-identification

They say that they are a “__(brand name)__ person” in public

Cultural competence

They know the lore, the drops, the inside jokes

Auxiliary consumption

They buy the extras: merch, accessories, collabs

Production

They make content about the brand, unasked

The seven levels of engagement

Disengaged, Unsystematic, Frustrated, Structure-dependent, self-regulated, critical, literate

Attract: 1) disengaged

not interested, not listening

Attract: 2)Unsystematic

saw it, didn’t get the message

Attract: 3) Frustrated

interested, but distracted on the way

Engage: 4) Structure-Dependent

Does what we ask: likes, clicks, sign ups

Engage: 5) Self-Regulated

Comes back, on their own, excited

Delight: 6)Critical

Inspired to change something in their life

Delight: 7)Literate

Our values are their values; they tell our story

Content Marketing

creating and distributing valuable, relevant, consistent content to attract and keep a clearly defined audience, and, in the end, to drive profitable customer action

Content that earns a place in the feed

Adds value, fits the audience, isn’t a sales pitch, invited a reply or a share, shows up consistently

What does posting do

The effect on sales is more than twice the effect on engagement. Post 1% more and sales rise about 0.35%

How to get engagement?

Feeling: Emotional content wins: it gets people liking and sharing. Deals and discounts do the worst

How to get sales?

Function: Informational content wins: what it does, what it costs, why it’s worth it. It helps people decide

Six reasons that people share

Social Currency, Triggers, Emotion, Public, Practical Value, Stories

STEPPS: Social Currency

We share what makes us look good. Status by association. People talk about things that make them look smart, funny, or in the know, and skip the things that make them look bad.

STEPPS: Triggers

Top of mind, tip of tongue. People talk about what’s already on their mind. Tie the idea to a cue people run into often, and every time they see the cue, they think of you

STEPPS: Emotion

When we care, we share. Emotion drives sharing, but it’s the arousal that matters, not whether the feeling is good or bad. Feelings that fire us up get passed on; feelings that calm us down don’t

STEPPS: Public

Built to show, built to grow. People imitate what they can see, and they can’t copy what’s hidden. Make private use visible, and design the product to advertise itself

STEPPS: Practice Value

News you can use. People share useful things to help each other: what saves time, money, or effort. Package what you know so it’s easy to pass along

STEPPS: Stories

Information travels inside a story. People share stories, not spec sheets. Build a Trojan horse: a story people want to tell, with the brand so central it can’t be left out.

Content Pillar

A theme a brand comes back to again and again, chosen because it serves a business goal and a need of the persona it wants to reach. Most brands run three to five.

Pillar

What the post is about, again and again ex)life in sales

Format

How the post is made. ex) a phone-shot TikTok with text on screen

Campaign

A moment with an end date

The 6 types of pillars

Educational, Entertainment, Inspirational, Promotional, Community, Behind the scenes

6 pillars: Educational

teach, explain, how-to

6 pillars: Entertainment

funny, shareable, timely

6 pillars: Inspirational

Stories, aspiration, belonging

6 pillars: Promotional

launches, offers, a clear ask

6 pillars: Community

Your people and their posts

6 pillars: Behind the scenes

People and process

The like test

Half the people were invited to like a new cosmetics brand on Facebook. Half were not. Both halves redeemed a free-sample coupon at the same rate. A like is a signal, not a cause

Pillar’s job needs: Be seen by new people

non-followers reached/spend (per 1000 reached)

Pillar’s job needs: Get saved for later

saves/per 1000 people reached

Pillar’s job needs: Get passed along

shares and sends/per 1000 people reached

Pillar’s job needs: Start a conversation

comments (and who left them)/per 1000 people reached

Pillar’s job needs: Send people somewhere

link clicks/impressions(click-through rate)

Pillar’s job needs: Get them to act

(sign ups, quote requests, orders)/clicks(conversion rate)

Key Performance Indicator (KPI)

The metric that most effectively measures the job’s intended result

ROI (return on investment)

(profit - total spend on social)/total spend on social

Three ways to make a test fit the budget

test a bigger difference, count a more common action, buy more reach

Test a bigger difference

a new format or a new promise, not a new word

Count a more common action

engagement before saves; clicks before orders

Buy more reach

more days, more budget, or a cheaper platform

Two things set the size of the test

how small the gap is and how rare the action is

How small the gap is

Half the gap takes four times the people

How rare the action is

Saves at 0.3% need ten times the people that engagement at 3% does.