SMM 7

Overview of the Speaker's Journey

  • The speaker shares their experiences and career journey focusing on digital media and social media marketing.

    • Transition from brand marketing to social media after an internship.

    • Interned at Vert Digital (now Crowd) and graduated in May 2023.

Internship Experiences

  • Internship at Vert Digital (Crowd)

    • Worked as a digital media intern focusing on:

    • Paid social marketing

    • Some elements of paid search.

    • Confirmed interest in pursuing a career in digital media rather than traditional marketing.

First Full-time Role at Razorfish

  • Achieved a full-time role as a media coordinator at Razorfish starting in April.

    • Promoted to media planner after 1.5 years.

    • Importance of perseverance in a tough job market, especially graduated just before COVID-19.

Introduction to Razorfish

  • Razorfish is not a conventional name for an advertising agency; it operates under specific strategic pillars:

    • Integrated Brand Experiences

    • Strategy for brand activation across channels (paid search, social, programmatic).

    • Customer and Content Experiences

    • Engaging customers and understanding the target audience.

    • Media Experience

    • Focus on first to market media solutions across social, search, and programmatic efforts.

    • Retail and Commerce Experiences

    • Special focus on retail brands and businesses.

    • CRM (Consumer Relationship Management)

    • Techniques involving email marketing and customer engagement.

  • Razorfish won the award for "Most Innovative Agency" at Campaign Ad Awards.

Razorfish's Positioning and Publicis Group

  • Razorfish works under the larger umbrella of Publicis Group, headquartered in Paris.

    • Razorfish employs approximately 1,800 staff with access to over 100,000 when including Publicis Group.

  • Agency often collaborates with other teams within the Publicis Group.

Office Dynamics

  • Razorfish Atlanta office resembles a collaborative campus structure with diverse agencies.

  • The speaker specifically works on paid social campaigns for USAA (United Services Automobile Association).

Paid Social Advertising Overview

  • Paid social is segmented into three main categories:

    1. Earned: Public relation-driven mentions and commentary about brands.

    2. Owned: Organic posts from brands on platforms like Instagram, Facebook, etc.

    3. Paid: Conventional advertisements where brands fund content visibility on social media channels.

Statistics and Observations on Paid Social Media

  • Approximately 80% of social media content is paid advertisements.

  • Uses insights on user interactions and algorithm functionality to optimize success of campaigns.

Campaign Framework and Objectives

  • Key objectives of social media campaigns involve:

    • Awareness: Introducing users to the brand.

    • Consideration: Driving users to actions like visit a landing page.

    • Conversion: Encouraging actions such as purchase or sign-up.

    • Loyalty: Cultivating repeat customers.

    • Advocacy: Foster existing customers to promote the brand organically.

Interesting Statistics

  • Facebook Stats

    • Facebook remains the most viewed social media platform globally with 2.9 billion monthly users.

    • Average daily time spent on social media: approximately 2.5 hours.

Paid Social Workflows

  • Key strategies for effective campaigns include:

    1. Relevance: Understand your target audience's behaviors.

    2. Innovative Engagement: Create memorable content.

    3. Timeliness: Engage with current trends promptly.

    4. Continuous Learning: Adapt and update according to platform changes.

Razorfish's Paid Social Insights

  • Razorfish employs around 50 experts in pay social, managing half a billion dollars in ad spend.

  • Proven experience with over 2,000 campaigns across different clients within a year.

  • Key platforms involved: Meta (Facebook & Instagram), TikTok, Pinterest, LinkedIn, Reddit, Snapchat, and Twitter.

Day-to-Day Work of a Media Planner

  • Responsibilities include:

    • Campaign activation and management.

    • Interaction with strategy teams and data analysis.

    • Quality assurance checks to ensure accuracy before and after campaigns launch.

    • Continuous monitoring to adjust spending and ensure health of ad campaigns.

Pacing and Budget Management

  • Pacing: Maintaining the daily spend to avoid overspending/underspending campaigns.

    • Negative 5% to 5% is considered a healthy pacing range.

  • Importance of budgeting discussions with strategy teams before execution to align expectations.

Collaboration and Communication

  • Internal collaboration includes strategy, data analytics, creative, and project management teams.

  • External communications primarily with clients (USAA) and platform representatives to optimize campaigns.

Career Progression Insights

  • Pathway in digital media typically includes: Coordinator → Planner → Supervisor → Associate Director → Director → Vice President.

  • Promotion opportunities often arise based on contributions and account dedication.

Final Thoughts on Agency Life vs. Brand Side

  • Agency work involves handling multiple accounts and campaigns, differing from the focused approach in brand marketing teams.

  • Building relationships and achieving new business is vital in agency roles, contrasting with roles focused solely on one brand's identity.