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Session 6 & 7: 17-JUNE / 24-JUNE

Sessions 6 and 7 cover various aspects of digital marketing, focusing on Facebook and Instagram ads, influencer marketing, and the algorithms of platforms like YouTube and Pinterest. Key topics include the importance of audience engagement, content relevancy, and best practices for maximizing visibility on social media. The sessions also emphasize the need for quality content and effective SEO strategies to enhance online presence and marketing effectiveness.

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13 views36 pages

Session 6 & 7: 17-JUNE / 24-JUNE

Sessions 6 and 7 cover various aspects of digital marketing, focusing on Facebook and Instagram ads, influencer marketing, and the algorithms of platforms like YouTube and Pinterest. Key topics include the importance of audience engagement, content relevancy, and best practices for maximizing visibility on social media. The sessions also emphasize the need for quality content and effective SEO strategies to enhance online presence and marketing effectiveness.

Uploaded by

clarissesofiarivera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SESSION 6 & 7

17-JUNE / 24-JUNE

Kim Angelo Cordon, MBA


Finish Facebook Ads Lecture

Facebook Ads Demo

2 Class Presenter (Previous


Discussion Session's Activity)

Points Facebook Analytics

Instagram Marketing and


Analytics

Activity #3: Facebook or


Instagram Ad Setup
Finish Facebook Ads Lecture

Facebook Ads Demo

2 Class Presenter (Previous


Discussion Session's Activity)

Points Facebook Analytics

Instagram Marketing and


Analytics

Activity #3: Facebook or


Instagram Ad Setup
Influencer Marketing

TikTok Marketing
Discussion
LinkedIn Marketing
Points
Pinterest Marketing
Instagram Marketing

How to use Instagram for Business

Instagram Marketing

Instagram Best Practices


Feed & Story Explore Page Reels Profile
IG Profile Branding
Goal: You have to immediately communicate
what you do/offer. Be creative!

Display Photo

Profile Bio

URL/Website

Story Highlights
Linktree
Instagram Algorithm

a set of rules that rank content on the the Instagram algorithm looks at
platform. It decides what content shows information about content (Reels, feed
up, and in what order, on all Instagram posts, and Stories) and information about
users’ feeds, the Explore Page, the Reels users (interests and behavior on the
feed, hashtag pages, etc. platform) to serve the right content to
the right people.

How does the Instagram algorithm work?


Each time a user opens the app, the Instagram algorithm instantly
combs through all available content and decides what content to
serve them (and in what order).
The 3 most important ranking factors of the Instagram algorithm are:

Relationship between the creator and the viewer.


Do you follow each other? Do you message each other, or leave
comments? If you have repeatedly interacted with a specific user
in the past, you are more likely to see the new content they post.
(This is very important for businesses: Active community
management, including responding to DMs and comments, can
improve a brand’s visibility on Instagram.)

Interest. Does a user typically interact with this type of content?


When the Instagram algorithm recognizes that a user enjoys a
specific content type or format, they show them more of the same.

Relevancy. Instagram decides how “relevant” every piece of content


is. This includes an analysis of where it fits with trending topics as well
as the timeliness factor (recent posts are considered more relevant
than older posts).
Secondary Instagram algorithm ranking factors include

Frequency of using the platform.


If a user doesn’t open Instagram very often, they will only see the
very most relevant content when they do decide to browse the
app. This means that businesses might be crowded out of such a
user’s feed by family and friends.

How many users a person follows.


The more Instagram accounts a user follows, the more accounts
compete for space in their feed.

Session time.
If a user spends very little time in the app, they are likely to only see
posts from friends and family they interact with most often on the
platform, making it more difficult for businesses to surface in their feed.
2023 changes to the Instagram algorithm
1 There will be a more equal focus on photos and videos

2 There will be a more equal focus on photos and videos

Instagram will emphasize showing users something new -


Instagram’s algorithm will prioritize showing users new content from
3 creators that they haven’t necessarily seen before. In other words, know
that your content isn’t just being pushed to your followers: IG wants to
show your posts to a fresh audience.

4 Instagram will promote content that inspires conversations

5 Original content will rank higher than reposted or reshared content


What is influencer marketing?

Why is Influencer Marketing Important?


Advert Fatigue
Personal-level of communication.
Relationship
CLASSIFICATION OF
INFLUENCERS
When looking for influencers, there are two categories of
factors that you should consider:

Audience Interest
Credibility
Influencer Attractiveness
Marketing Content Quality
How to choose the
best influencers for Business Interest
your business? Pricing (Collaboration Cost)
Engagement Rates
Product Match
Meaning Transfer
Professionalism (Influencer to Business owner Relationship)
INFLUENCER ANALYSIS MATRIX
The rule to follow when rating an influencer should be from one to four only. See the
following description for each number that represents the rating: (1) Major Weakness; (2)
Minor Weakness; (3) Minor Strength; and (4) Major Strength. Rate each influencer
according to the description represented by each number. It is important to be as objective
as possible when rating.

For every factor, each rating should be multiplied by the weight that corresponds to it and
the result should be encoded under column “Score”. Once all factors are rated and that all
scores are realized for every factor, the total should be actualized and the influencer with
the highest score is the outstanding influencer.

Source: Cordon, K.A (2020) Choosing Social Media Influencers for Online Retailers
YouTube Algorithm
Google engineers Paul Covington, Jay Adams, and Emre Sargin, break down the signals they
use to rank videos for YouTube recommendations:

1. Click-through rate (the likelihood of someone clicking on your video after seeing it)
2. Watch time (the combined amount of time that viewers spend watching your videos)
3. How many videos the user has watched from your channel
4. How recently the user watched a video about this topic
5. What the user has searched for in the past
6. The user’s previously watched videos
7. The user’s demographic information and location
Best Practices
It's all about the QUALITY of Content and presentation.
Keyword Research to find best topics to create
SEO Configuration

Thumbnail Design and Effective Desc.

Engaging Video Content - encourage participation from


audience.

Video-linking - refer to your other videos


YouTube SEO
Use Keyword for Title, Descriptions (at
least 2), and Tags
Target Longtail, descriptive keywords.

Add YouTube Cards and End Screen at


the end of your video.
Keyword Research
YouTube search engine
Generate Google Trends
Google Keyword Tool
Video KeywordsEverywhere.com
Ideas? Competitive Analysis
Analyze how your competitors are doing.
Create a tracker and analyze their video titles,
number of views, descriptions, comments.
How to Get Subscribers?
Share link to your Social Media
Accounts and other channels such as
blogs, forums, etc.

Simple trick: add this parameter at the end


of your YouTube channel profile link to get a
subscribe pop-up: ?sub_confirmation=1
Algorithm
Video views 10-15 seconds to qualify by the algorithm.

1. Video Loops - how often people are replaying your


video.
2. Video Completion
3. Shares
4. Comments
5. Likes
LinkedIn Marketing is primarily used for B2B and direct
marketing approaches.

One of the best platform to use for Prospecting especially


for Professional contacts.

Also, it's good for building a personal brand or for service-based businesses.
Micro-blogging platform to express almost every opinion.

Your posts will be visible to all your Followers.


Millenials and GenZ are the major users of Twitter.
Chronological nature is effective for live-updates

Community marketing - personal interaction with


celebrities, influencers, and brands.
The use of Hashtags is also the key element to interact with
your targeted audience on Twitter.
Pinterest Marketing
Pinterest is a visual search engine.

Algorithm: Machine Learning – they want users to have an amazing


experience using the platform by curating all relevant content based on
users’ interest and performed activities.

It has an AI called Pixie and it scans through your image.

Pinterest reads all data on the pin and it also goes to the URL destination in
order to make sure that the landing page content aligns with the post/pin.
Make sure that all the pins you put into a specific board are actually making
sense to what that board is really all about.
You have 500 characters in the description. Pinterest said they prefer that your
description should be at least one to two sentences. That’s not a lot of room to
put a lot of keywords, therefore you have to be succinct and creative with your
write-ups.

Hashtags are no longer working on Pinterest

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